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

Match each item with the correct statement below. -Setting the timing and sequence for a series of advertisements is called _____.

Databases and interactive marketing are important IMC tools that help marketers collect information from customers and then segment markets according to demographics and preferences.

Banners have evolved into a more target-specific technique for Internet advertising with the advent of missiles.

An IMC strategy separates the promotional mix into parts and views them as isolated components.

Match each item with the correct statement below. -Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs is known as _____.

Define nonpersonal selling.Discuss advertising as a type of nonpersonal selling.

When Sara went to a convenience store to get her weekly grocery shopping done,she got a free sample of a new cereal that had just been introduced in the market.This information indicates that the cereal manufacturer is using _____ to promote its product.

Define publicity.Explain its role in a firm's promotional strategy.

Gold Star,a supermarket chain,runs print advertisements promoting best deals for different products every week.This is an example of _____ advertising.

Match each item with the correct statement below. -_____ is an unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways.

Delite,a food and beverage company,is launching a new line of frozen food.The marketing department at Delite wants to develop an IMC strategy for the product launch.Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?

Jesse often watches TV late at night and notices that many television commercials are louder than the regular programming.He mentions this to a friend who's taking a marketing class and she believes this phenomenon can be explained by the AIDA concept.Which specific aspect of the AIDA concept is at work?​

Which of the following is an example of a good promotional objective?​

Reminder advertising is typically used during the growth stage and the early part of the maturity stage of the product lifecycle.

Match each item with the correct statement below. -Focused public relations activities that directly support marketing goals are called _____.

American Siding and Windows uses a team of inside sales representatives to contact homeowners by telephone and schedule appointments to provide free estimates on home improvement projects such as new windows,sun rooms,siding and awnings.The company's promotional efforts can be classified as: ​

You work for an auto parts manufacturer that has traditionally had an immense marketing budget.Company executives,however,recently reallocated some of the company's marketing funds to production.Consequently,the company needs to cut marketing costs.You decide to pitch an idea to the automobile manufacturer with whom you work most closely-to use cross-promotion to market both companies' products. ​ ​Which of the following is detrimental to using cross-promotion?

According to the AIDA concept,which of the following is the first function of a promotional message?

You work for an automobile manufacturing company that has received millions of dollars in loans and grants.Your CEO wants the company to invest in marketing strategies that push your company to the forefront in the market.While you think direct marketing may be an efficient way to go,you want the company to leave an indelible mark,so you come up with other ideas. ​ ​Which of the following choices would you make about your company's marketing strategy?

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.