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Exam 17: Integrated Marketing Communications

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Question 21

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Selective demand is demand for a

A) general type of product.
B) particular brand.
C) new product.
D) competitor's product.
E) service.

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Question 22

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

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Question 23

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Identify the major objectives of promotion.

Communication can be viewed as a circular process because

Ashley is currently working on a video to introduce a new line of athletic wear for women.She is using signs and symbols to represent the concept and meaning of the new athletic wear.Ashley is most likely working on the ____ for this promotional video.

Promotion can assist salespeople in finding likely sales prospects.

A consumer contest is an example of

Proxemic communication is communication through touching.

The receiver's response to a message is ____ for the source.

Because we are exposed to so much promotion in our daily lives,and the purpose of promoting goods is to persuade people to buy them,a common criticism is that promotion encourages materialism.

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

A common form of tactile communication in U.S.business activities is

Public relations is nonpersonal communication in news story form about an organization,or its products,or both,transmitted through a mass medium at no charge.

Communication is a sharing of meaning.

The role of promotion is to communicate.

The cost of ____ is usually substantially lower than the cost of ____.

Scenario 17.2 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 17.2.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

The two main reasons for criticism of promotional activities are that promotion

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

If the push policy is used in promoting a product,the firm