Question 1

Use the following to answer the questions.
The manufacturers of Whizz,a new laundry detergent,are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines,coupons,public relations,sales promotion,and viral marketing.They are not sure when to use each of these methods however,and have asked for your advice.
-Refer to Scenario 16.2.The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt.While at the colleges,they will set up several washing machines near the campus bookstore,demonstrating the power of Whizz to get these dirty shirts clean.Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz.The winner of the contest will receive a $50 gift card for the college bookstore.This method of promotion is an example of ____,and is used to stimulate ____ demand.

Accepted Answer

A)  viral advertising; primary 
B)  sales promotion; selective 
C)  sales promotion; primary 
D)  product placement; selective 
E)  product placement; primary

Question 2

As their meeting concludes,Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners.A(n)____,which is a form of tactile communication,concludes the session.

Accepted Answer

A)  smile 
B)  walk to the door 
C)  handshake 
D)  exchange of business cards 
E)  pleasant good-bye

Question 3

While the specific communication vehicles employed in promotion have not changed,the fundamental role of promotion is changing.

Accepted Answer

A) True 
 B)False

Question 4

Channel capacity is determined by the most efficient component of the communication process.

Accepted Answer

A) True 
 B)False

Question 5

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand,it is an attempt to build ____ demand.

Accepted Answer

A)  primary 
B)  secondary 
C)  selective 
D)  economic 
E)  competitive

Question 6

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Accepted Answer

A) True 
 B)False

Question 7

Effective promotional programs require management efforts such as planning,organization,implementation,and control.

Accepted Answer

A) True 
 B)False

Question 8

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products.One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time.The assistant is specifically concerned about limits in the receiver's

Accepted Answer

A)  noise. 
B)  coding process. 
C)  encoding. 
D)  channel capacity. 
E)  feedback.

Question 9

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

Accepted Answer

A) True 
 B)False

Question 10

Use the following to answer the questions.
The manufacturers of Whizz,a new laundry detergent,are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines,coupons,public relations,sales promotion,and viral marketing.They are not sure when to use each of these methods however,and have asked for your advice.
-Refer to Scenario 16.2.If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year,this would be an example of

Accepted Answer

A)  advertising. 
B)  sales promotion. 
C)  viral marketing. 
D)  packaging. 
E)  publicity-based public relations.

Question 11

Select three criticisms of promotion,and provide defenses to rebut them.

Accepted Answer

The answer of Select three criticisms of promotion,and provide defenses...

Question 12

Pioneer promotion neither emphasizes brand names nor compares brands.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Accepted Answer

A)  The size,geographic distribution,and demographic characteristics 
B)  The cultural diversity and population size 
C)  The age,sex,religion,and race characteristics 
D)  Existing product adoption categories 
E)  Existing levels of price consciousness

Exam 16: Integrated Marketing Communications

As their meeting concludes,Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners.A(n) ____,which is a form of tactile communication,concludes the session.

While the specific communication vehicles employed in promotion have not changed,the fundamental role of promotion is changing.

Channel capacity is determined by the most efficient component of the communication process.

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand,it is an attempt to build ____ demand.

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Effective promotional programs require management efforts such as planning,organization,implementation,and control.

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

Select three criticisms of promotion,and provide defenses to rebut them.

Pioneer promotion neither emphasizes brand names nor compares brands.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?