Exam 17: Integrated Marketing Communications and Direct Marketing

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "I" is referred to as _________.

formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

the hierarchy of effects,trial refers to

_________ is defined as the group of prospective buyers toward which a promotion program is directed.

Which of the following is an inherent weakness of advertising?

you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by __________.

Figure 17-4 -Figure 17-4 above line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

value does direct marketing provide customers?

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,__________,a receiver,and the processes of encoding and decoding.

Press conferences and image management are tools used by a firm's __________ department.

remind" is the promotional objective of which stage of the product life cycle?

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as __________.

Pharmaceutical companies now spend more than $4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Which of the following messages represents a potential communication error?

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.

a marketing context,a message refers to

general concept of the Mountain Dew Dewmocracy campaigns is to:

budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Research indicates that publicity followed by advertising with the same message