Exam 16: Integrated Marketing Communications, Advertising, and Public Relations

Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____ advertising.

IMC must not only deliver messages to intended audiences but also gather responses from them.

Nonpersonal stimulation of demand for a good,service,person,cause,or organization through unpaid placement of significant news about it in a published or broadcast medium is called _____.

In the context of Internet advertising,click-through is a direct marketing technique that relates the cost of an ad to the number of people who click it.

In an attempt to expand viewership of the television show Mystery Science Theater 3000 in its early days,the producers encouraged viewers to make copies of the show on video tapes and give them to friends.The closing credits included the words "Keep circulating the tapes!" This is an example of:

Compared to other broadcast media,cable advertising is more likely to attract specialized audiences and permit niche marketing.This characteristic of cable advertising is known as _____.

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

The use of unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____.

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo,names the sponsoring organization.

When a major pharmaceutical scandal shook people's belief in the Health Ministry,the public relations department in the ministry devised an IMC strategy to positively influence public perception.An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the ministry.In the context of the communication process,this change in perception represents _____.

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Which of the following would be an example of niche marketing?

Which of the following is true of an IMC strategy?

Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____ advertising.

An IMC strategy begins with the organization's goods and services and then works its way toward consumer wants.

The AIDA concept refers to the steps in:

The American Heart Association runs ads in major magazines promoting its mission and successes.These ads are examples of _____ advertising.

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

Advertising by stores that sell goods or services directly to the consuming public is called _____.