Exam 17: Integrated Marketing Communications and Direct Marketing

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

The term receivers refers to

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?

What stage of the product life cycle spends little money in the promotional mix?

Which method of promotion budgeting would most likely be used by small businesses?

Public relations refers to

Communication with consumers who are not in the target audience is referred to as

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has little resources to promote the film. Which promotional element should it employ?

Coupons, rebates, samples, and sweepstakes are all examples of

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.

Explain what the hierarchy of effects is. List and explain the five stages.

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget to 4.5 percent of last year's gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.

Identify and briefly describe each of the five promotional elements.

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.