Exam 16: Integrated Marketing Communications, advertising, and Public Relations

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

A nonpurchase is an example of a receiver's feedback.

You work for a national athletic organization whose marketers develop a campaign aimed at promoting the work the organization does in rural communities that lack afterschool and college prep programs.The organization provides resources for programs in these areas so program staff can work closely with students and their families to ensure that they have the support they need to pursue higher education. ​ ​What is the primary goal of this organization's public relations campaign?

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Match each item with the correct statement below. -Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium is called _____.

​You are eager to attract a tennis star to appear in the ads for your company's rackets.However,your boss reminds you that it can be very expensive to use celebrity testimonials.Which of the following points do you make to convince her to spend the money?

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

In the context of Internet advertising,cost per response is a measurement technique that relates the cost of an ad to every thousand people who view it.

Define cross-promotion.Explain why is it used.Give examples of cross-promotion.

Which of the following terms refers to the nonpersonal stimulation of demand for a good,service,person,cause,or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio or television?

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.

The AIDA concept refers to the steps in:

Define retail advertising.Discuss how cooperative advertising benefits the parties involved in it?

Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____ advertising.

Marketing public relations (MPR)refers to focused PR activities that directly support marketing goals.

People are asked to select unidentified products on the basis of available advertising copy in a(n):

An assumption behind the task-objective approach is that marketers can measure the productivity of each promotional dollar.

The _____ is at the heart of integrated marketing communications.

You work for a television network that needs to advertise a new fall season show.Because of the show's content,you want to market to college students and young professionals.You decide that since the show is going to be introduced in October of the following year,it would be good to start with billboards and ad placements on buses,bus shelters,trains,and in subway stations.You know that new shows typically debut in the fall,so you do some research and notice that your rival network also has a new show lined up for the fall.You want to make sure that you are not targeting the same markets.By the spring of the following year,you are going to introduce television commercials,social marketing,and online ads.By this point,national newspapers are impressed with the show and write op-ed pieces about the new show. ​ ​Which of the following aspects of media scheduling is missing from the scenario?

What is an advertising campaign? How do you think current technology might help a marketer with the success of an advertising campaign?