Exam 17: Integrated Marketing Communications and Direct Marketing

Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

Sales promotion refers to

the number of catalogs being sent to individual carrier routes is small,a database

proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are __________,risk,and ancillary services.

taking consumer expectations into consideration,integrated marketing communications (IMC)is a key element in a company's __________ strategy.

promotional objective of the decline stage of the product life cycle is to __________.

marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

a promotional sense,customized interaction refers to

Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television.An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works.This Olympus Eye Trek is most likely high in __________.

Factors such as differences in payment methods (credit and credit cards),the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

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

similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

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

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

of the following factors are used to BALANCE the use of the promotional mix elements EXCEPT:

message is conveyed by means of a(n)__________ such as a salesperson,advertising media,or public relations tools.

a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of __________.

During the implementation phase of an IMC program,a firm will __________ and carry out the promotion.

Marketers can communicate best with Generation Y consumers by __________.