Exam 16: Integrated Marketing Communications

Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

Marketers usually decrease expenditures in advertising for products in the decline stage.

The promotional method most commonly used for highly personal items is personal selling.

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

​Explain what product placement is and discuss its growing popularity within entertainment media.

Several forms of promotion can be used to complement personal selling efforts.

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

A breakfast cereal maker most likely will not use personal selling to promote its product.

If promotion does not do its job of stimulating demand, then the

Communication is a sharing of meaning.

Scenario 16.2 Use the following to answer the questions.The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice. -Refer to Scenario 16.2. The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ____, while the emails to the five friends are an example of ____.

Today, technology is allowing marketers to be more precise in targeting individual customers.

As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin.

In the ______________, signs or symbols are converted by the receiver into concepts and ideas.

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign.

Effective management of integrated marketing communications is based upon

Kinesic communication is an element in which type of promotional method?