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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 81

Multiple Choice

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A message is conveyed by means of a ___________ media, or public relations tools. _ such as a salesperson, advertising

A) channel of communication
B) encoding device
C) direct feedback loop
D) promotional program

E) A) and C)
F) A) and B)

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Question 82

Multiple Choice

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Which promotional element is particularly important to business buyers?

A) advertising
B) publicity
C) personal selling
D) sales promotion

E) B) and C)
F) A) and D)

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Question 83

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Allegra is an antihistamine that is only available through prescription, but to create brand awareness, it is offering people who request information about the product a cushion to use at their favourite sporting event plus a coupon for $10 off their next purchase of the medication. This free cushion and coupon are examples of:

All-you-can-afford budgeting is a budgeting method:

How will Twitter, Facebook, QR Codes, and NFC technologies impact company's IMC programs in the coming years?

List the key elements of the communication process. Briefly describe each.

While walking along Robson Street in Vancouver, you receive a notification on your phone from Starbucks (you have their app) , that says: "Fifty cents off your next purchase, expires in 20 minutes!" This is a form of ________ and ___________.

Each of the following occurrences can be construed as noise EXCEPT:

What is an IMC audit? Explain.

An advantage of publicity is its:

When a television critic writes a newspaper article in which she expresses exasperation that Once and Again, one of the finest written and acted shows on television, is likely to be cancelled unless it can attract more viewers, it is an example of __________for the ABC television show.

The value of direct marketing for marketers can be described in terms of what? List the three results deriving from this.

Which of the following would be LEAST likely to be used for mass selling?

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising, personal selling, public relations, sales promotion, and direct marketing.

Figure 16-3 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Like many consumer products manufacturers, Frito-Lay gives its resellers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a(n) ________ strategy.

The Olympus Eye Trek is a device which provides "a high-quality personal TV experience." It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the gadget works. This gadget is most likely high in:

The Hair Cuttery, a hair salon chain, is opening a new store in an area where there are already five independently owned hair salons operating. To draw people into the store for its grand opening, the Hair Cuttery can use:

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish those objectives, and:

All of the following steps are part of the process used to develop an organization's promotion program EXCEPT: