Exam 17: Integrated Marketing Communications and Direct Marketing

Intuitively,a major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion if sales declined the previous period when it actually needs to spend more.

Communication with consumers who are not in the target audience is referred to as __________.

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,select the right promotional tools,__________,and schedule the promotion.

"To phase out" is the promotional objective of which stage of the product life cycle?

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's __________.

Promotional programs are directed at all of the following EXCEPT:

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n)__________.

All of the following are tools used by a firm's public relations department EXCEPT:

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Which of the following is an inherent weakness of direct marketing?

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,public relations,sales promotion,direct marketing,and __________.

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "B" is referred to as __________.

In Figure 17-4 above,the green line "A" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

The promotion-to-sales ratio is a __________ budgeting method.

Sales promotions cannot be the sole basis for a promotional campaign because

The local radio station broadcast a story about a dry-cleaner it that requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from __________.

All of the following are examples of sales promotion tools EXCEPT:

The practice of __________ is common among college students.

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?