Exam 17: Integrated Marketing Communications and Direct Marketing

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with

Promotional mix refers to

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

All of the following are examples of sales promotion tools except

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Which of the following messages represents a potential communication error?

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Many promotional efforts are focused on __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

All of the following are examples of direct marketing tools except

The promotional objective of the maturity stage of the product life cycle is to

Which of the following statements regarding the promotional mix is most accurate?

The group of prospective buyers toward which a promotion program is directed is referred to as a

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as

During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Which of the following statements regarding direct marketing is most accurate?