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Exam 17: Integrated Marketing Communications

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Question 51

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When a firm uses mass communication,feedback is rapid.

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Question 52

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Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products.This promotional effort is directed at

A) creating awareness.
B) encouraging product trial.
C) identifying prospects.
D) stimulating demand.
E) retaining loyal customers.

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Question 53

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Selective demand is demand for a certain brand.

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.The makers of Whizz considered a new promotional method for their product.A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall.Along with the Whizz,the students received a coupon for $1.00 off their next purchase.They could receive another coupon for $3.00 off if they went online and emailed five friends at another college,telling them about Whizz.The friends could then go to a website and print a coupon for $2.00 off their next purchase.The sample boxes given to the college students are an example of ____,while the emails to the five friends are an example of ____.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

Which of the following industries is most likely to employ combative promotional efforts?

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 handshake,which is best described as a form of _____ communication,concludes the session.

Often when a company introduces a new product or line extension,its promotion will focus on ____ in order to initiate the product-adoption process.

Compared to advertising,what are the major advantages and limitations of personal selling?

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Public relations is a set of tools to be used primarily during crises.

Personal selling makes possible immediate feedback from consumers.

All of the following are examples of publicity-based public relations tools except

Slow feedback,high absolute-dollar outlay,and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

To gain maximum benefit from promotional efforts,marketers must strive to

As they walk to the car,Erin tells her sales representative,Joachin,that they may need to modify the price structure they just presented to the prospect.Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system.Joachin says he didn't notice.Erin recommends a book on ____ communication to Joachin.

When Hershey Dark Chocolate Kisses were introduced,Hershey promoted directly to consumers and told them to ask for the product at their favorite stores.This is an example of a ____ policy.

The phrase,purchase products,includes the acceptance of ideas and issues.

Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.