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Exam 1: An Introduction to Integrated Marketing Communications

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Question 61

Multiple Choice

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The airline ran advertising campaign based around the slogan,"Save your Pennys,fly like Bond," referring to the secretary that Bond flirts with in each film.British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores.

A) the marketing mix
B) exchange
C) integrated marketing communications
D) the 4As
E) relationship marketing

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Question 62

Multiple Choice

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Advertising done by Target,Kohl's,and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.

A) trade
B) retail image
C) cooperative
D) direct-action
E) direct-response

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Question 63

Multiple Choice

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One of the primary advantages inherent in the use of publicity is its:

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

The final stage of the IMC planning model is:

Advertisements for Tungue Safekeeper lockable outdoor storage bins in Textile Rental,a publication for those in the uniform and linen rental business,is an example of _____ advertising.

Chicken of the Sea includes coupons in their magazine advertisements.This is an example of:

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.

Advances in technology and flexible manufacturing systems have allowed a boot manufacturer in Texas to take several measurements of a customer's feet and make boots that precisely fit those feet.No one but the person for whom the boots were made can wear them comfortably.This Texas boot maker uses:

An internal situation analysis looks at all of the following EXCEPT:

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com (https://www.armandhammer.com/en/personal-care) . This is an example of: