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

Match each item with the correct statement below. -Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____.

An IMC strategy begins with the organization's goods and services and then works its way toward consumer wants.

You work for a clothing manufacturer whose executives recently decided they were going to sever their ties with four of their manufacturing partners in Guatemala due to dismal labor conditions.Your superiors believe this is a public relations-worthy topic,and they want your consumers and stakeholders to know about their decision. ​ ​Which of the following steps can they take to ensure their various publics are aware of their decision to sever ties with the Guatemalan manufacturers?

Which of the following is TRUE regarding the use of advertising when products are in the maturity phase of the product lifecycle?​

Which of the following terms best represents an interpersonal influence process that involves a seller's promotional presentation conducted on a face-to-face basis with the buyer?

_____ refers to exaggerated claims of a product's superiority or the use of subjective or vague statements that may not be literally true.

Personal selling is the most novel form of promotion.

A blind product test is a method of posttesting the effectiveness of advertisements and during this method respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from memory.

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product,it is an example of:

Direct communications,other than personal sales contacts,between buyer and seller,designed to generate sales,information requests,or store or website visits is referred to as direct marketing.

Which of the following is a method of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two,using two different ads,and then evaluating the relative effectiveness of each?

A major advantage of advertising is the ease of measuring advertising effectiveness.

Match each item with the correct statement below. -The function of informing,persuading,and influencing the consumer's purchase decision is known as _____.

Which of the following is true of an IMC strategy?

In sponsored events,event organizers control the coverage,which typically focuses on the sponsor.

Product placement is a form of non-personal selling where:

Which of the following is a disadvantage of sales promotion as a promotional strategy?

The communication process begins with:

​The image of the petroleum firm BP Global was badly hurt by its involvement in the 2010 Gulf of Mexico oil spill.To help repair the damage,BP has run ads promoting its efforts to clean up the environment.This is the type of advertising known as _____ advertising.

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.