Exam 16: Integrated Marketing Communications

Scenario 16.1 Use the following to answer the questions.When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. -Refer to Scenario 16.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.

​Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.​​

Discuss the major factors that affect the selection of promotion mix elements.

Word-of-mouth communications are most effective for _______________ products.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

In what ways can promotion be used to reduce sales fluctuations?

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

A news story about a product is an example of sales promotion.

You are working with a sales management consultant on ways to improve your company's sales performance. Your company sells high-end consumer products. You and the consultant agree your promotional activities need to include more direct interaction with your customers. Based on this information, which of the elements of promotion should you emphasize more? ​

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack

Which of the following industries is most likely to employ combative promotional efforts?

_____________ is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media.

Interference on one's television set during a commercial is an example of noise.

Measuring the effect of advertising on sales is difficult.

The cost of ____ is usually substantially lower than the cost of ____.

Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

Coupons are a form of sales promotion.

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

Effective promotional programs require management efforts such as planning, organization, implementation, and control.