Exam 17: Integrated Marketing Communications and Direct Marketing

The promotional objective of the decline stage of the product life cycle is to __________.

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Development of the promotion program focuses on the four Ws.What are they?

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

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

The fourth stage in the hierarchy of effects is __________.

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Consider the Frommer's Italy from $90 a Day image above.Travelers throughout the world have relied on Frommer's guides,which outline out-of-the-way,inexpensive restaurants and hotels.This guide provides invaluable __________ to these establishments.

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

In the hierarchy of effects,evaluation refers to

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

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

The promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Percentage of sales budgeting refers to