Exam 17: Integrated Marketing Communications and Direct Marketing

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "A" represents _________.

prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional strategy.

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

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as _________.

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "C" represents _________.

concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

local radio station broadcast a story about a dry-cleaner that had requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from __________.

growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

marketing manager from a heavy-equipment manufacturer in Dallas,Texas,was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered __________.

major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion when it actually needs to spend more.

Which of the following is the newest way to engage consumers?

Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Mountain Dew Dewmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."

Identify and briefly describe each of the five promotional elements.

Direct orders refer to

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

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so