Question 1

What is the goal of integrated marketing communications?

Accepted Answer

The goal of integrated marketing communi...

Question 2

A free decorated plastic storage box given with the purchase of Huggies Gentle Care Sensitive Baby Wipes is an example of

Accepted Answer

A)   a premium.
B)   a frequent-user incentive.
C)   a sample.
D)   a buying allowance.
E)   cooperative advertising.

Question 3

Direct-mail advertising is the most selective medium for reaching a specific audience.

Accepted Answer

A) True 
 B)False

Question 4

In its broader role, promotion serves to expedite exchanges directly and to bring about exchanges indirectly. In other words, promotion serves to

Accepted Answer

A)   maintain positive relationships between a company and groups in the marketing environment.
B)   create positive relationships between producers and consumers.
C)   foster harmonious relationships among marketers.
D)   control consumer needs.
E)   encourage industry to push undesirable items.

Question 5

Radio advertising is the most expensive advertising medium.

Accepted Answer

A) True 
 B)False

Question 6

Advertising is any nonpersonal promotional message that is paid for by an identified sponsor and directed at a large audience.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is the most selective advertising medium?

Accepted Answer

A)   Direct mail
B)   Magazines
C)   Newspapers
D)   Out-of-home advertising
E)   Television

Question 8

How does a frequent-user incentive differ from a premium?

Accepted Answer

A frequent-user incentive and a premium ...

Question 9

Which of the following is the best example of a good advertising campaign objective?

Accepted Answer

A)   Sales will increase as a result of this advertising campaign.
B)   This campaign will result in a 5 percent increase in market share.
C)   Within two months, this campaign will increase sales.
D)   This campaign will result in a 10 percent increase in sales by next February.
E)   More customers will know about our company as a result of this campaign.

Question 10

Why would a billboard be inappropriate for a long message?

Accepted Answer

A billboard would be inappropriate for a...

Question 11

Which of the following makes radio a potentially effective advertising medium?

Accepted Answer

A)   It can carry a picture.
B)   The seller can show the features of the product.
C)   Like magazine advertising, it has a long life.
D)   It is accessible to consumers.
E)   The seller can demonstrate the product.

Question 12

Ted Paine wants to facilitate exchange for his products by informing groups and influencing them to accept his firm's products. What would you suggest?

Accepted Answer

A)   Select the appropriate channel of distribution.
B)   Select the appropriate promotional activities.
C)   Select the best manufacturer for his products.
D)   Don't worry; intelligent people will find good products.
E)   Avoid expensive advertising.

Question 13

Like newspaper ads and unlike magazine advertising, television advertising

Accepted Answer

A)   provides for a combination of sight and sound.
B)   provides for excellent photography.
C)   has a short life.
D)   is the most accessible medium.
E)   has a long life.

Question 14

Every year in the city of Phoenix there is a Home and Garden Show that is open to the public and features hundreds of exhibits from local companies about ideas for improving their homes and gardens. This Home and Garden Show is a

Accepted Answer

A)   promotion show.
B)   collection of samples.
C)   cooperative advertising venue.
D)   premium display.
E)   trade show.

Question 15

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for the product. The objective of this promotion was

Accepted Answer

A)   increasing market share.
B)   positioning the product.
C)   providing information.
D)   stabilizing sales.
E)   comparing with competitors.

Question 16

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services. Vitalink Company is a(n)

Accepted Answer

A)   publicist.
B)   advertising medium.
C)   marketing broker.
D)   promotion specialist.
E)   advertising agency.

Question 17

On iVillage.com's website geared toward women, Olay products are mentioned within editorial content that discusses slowing down the aging process. Internet advertising of this variety is called

Accepted Answer

A)   a button ad.
B)   sponsorship.
C)   a banner ad.
D)   a keyword ad.
E)   an interstitial ad.

Question 18

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience. The most effective promotion mix for reaching a wide audience would include ____ and ____.

Accepted Answer

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

Question 19

How might an organization benefit from using publicity?

Accepted Answer

An organization can benefit from using p...

Question 20

An advertisement for a self-cleaning litter box for cats appears in Runner's World magazine. The litter box company's campaign is likely to fail because the ad is unlikely to

Accepted Answer

A)   appeal to adults.
B)   reach the market.
C)   reach its target audience.
D)   offer enough product information.
E)   stimulate any interest.

Exam 15: Developing Integrated Marketing Communications

Every year in the city of Phoenix there is a Home and Garden Show that is open to the public and features hundreds of exhibits from local companies about ideas for improving their homes and gardens. This Home and Garden Show is a

Correct AnswerverifiedShow Answer

Like newspaper ads and unlike magazine advertising, television advertising

Correct AnswerverifiedShow Answer

Direct-mail advertising is the most selective medium for reaching a specific audience.

Correct AnswerverifiedShow Answer

On iVillage.com's website geared toward women, Olay products are mentioned within editorial content that discusses slowing down the aging process. Internet advertising of this variety is called

Correct AnswerverifiedShow Answer

Advertising is any nonpersonal promotional message that is paid for by an identified sponsor and directed at a large audience.

Correct AnswerverifiedShow Answer

How might an organization benefit from using publicity?

Correct AnswerAnswered by ExamLex AIAn organization can benefit from using p...View AnswerShow Answer

An advertisement for a self-cleaning litter box for cats appears in Runner's World magazine. The litter box company's campaign is likely to fail because the ad is unlikely to

Correct AnswerverifiedShow Answer

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience. The most effective promotion mix for reaching a wide audience would include ____ and ____.

Correct AnswerverifiedShow Answer

How does a frequent-user incentive differ from a premium?

Correct AnswerAnswered by ExamLex AIA frequent-user incentive and a premium ...View AnswerShow Answer

Which of the following is the best example of a good advertising campaign objective?

Correct AnswerverifiedShow Answer

Why would a billboard be inappropriate for a long message?

Correct AnswerAnswered by ExamLex AIA billboard would be inappropriate for a...View AnswerShow Answer

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services. Vitalink Company is a(n)

Correct AnswerverifiedShow Answer

Radio advertising is the most expensive advertising medium.

Correct AnswerverifiedShow Answer

Ted Paine wants to facilitate exchange for his products by informing groups and influencing them to accept his firm's products. What would you suggest?

Correct AnswerverifiedShow Answer

Which of the following makes radio a potentially effective advertising medium?

Correct AnswerverifiedShow Answer

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for the product. The objective of this promotion was

Correct AnswerverifiedShow Answer

A free decorated plastic storage box given with the purchase of Huggies Gentle Care Sensitive Baby Wipes is an example of

Correct AnswerverifiedShow Answer

What is the goal of integrated marketing communications?

Correct AnswerAnswered by ExamLex AIThe goal of integrated marketing communi...View AnswerShow Answer

Which of the following is the most selective advertising medium?

Correct AnswerverifiedShow Answer

In its broader role, promotion serves to expedite exchanges directly and to bring about exchanges indirectly. In other words, promotion serves to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
Answered by ExamLex AI
An organization can benefit from using p...
View Answer

Correct Answer
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For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience. The most effective promotion mix for reaching a wide audience would include and .

Correct Answer
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Correct Answer
Answered by ExamLex AI
A frequent-user incentive and a premium ...
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Correct Answer
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Correct Answer
Answered by ExamLex AI
A billboard would be inappropriate for a...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
Answered by ExamLex AI
The goal of integrated marketing communi...
View Answer

Correct Answer
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Correct Answer
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