Exam 17: Integrated Marketing Communications and Direct Marketing

Figure 17-5 -Channel "A" in Figure 17-5 above represents which type of promotional channel strategy?

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver is referred to as a(n)__________.

Mountain Dew's Dewmocracy 2 campaign featured a seven-stage process.Stage One involved

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,public relations,sales promotion,direct marketing,and __________.

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher.Which promotional element should it use to communicate its discovery?

design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product).The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as _________.

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

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies by using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.

term "receivers" refers to

the communication process,_________ ensure(s)that messages are decoded properly.

of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:

Businesses vary as to the amount of security they require or can afford to access their computer files.A company that sells a complete line of firewalls,from a no-frills version to one that uses complex retinal scans,would most likely employ which promotional element to effectively promote its product to businesses?

Which of the following is an inherent weakness of direct marketing?

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's __________.

Customers report many benefits of direct marketing,including the following: (1)they don't have to go to a store; (2)they can usually shop 24 hours a day; (3)buying direct saves time and money; (4)they avoid hassles with salespeople; (5)it's fun and entertaining; (6)__________ and (7)many customers believe direct marketing provides great customer service.

the communication process,the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

outcome of a direct marketing offer designed to motivate people to visit a business is referred to as _________.

Figure 17-6 -promotion decision process is divided into three phases.In Figure 17-6 above,"C" refers to the _________ phase.

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