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Exam 17: Integrated Marketing Communications

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Question 21

True/False

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The number of channels for transmitting a message are limited only by the imagination and creativity of the sender.

A) True
B) False

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Question 22

Multiple Choice

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The Internet, the Goodyear blimp, a poster in a bus station, and a direct-mail envelope are all examples of:

A) channels.
B) source definers.
C) promotion cues.
D) feedback.
E) sales promotions.

F) All of the above
G) C) and D)

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Question 23

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During the _____ stage of the product life cycle, all promotional efforts are cut back substantially. Reminder advertising is commonly used.

When the promotional strategy is composed of all the elements of a company's promotional mix coordinated into a series of related and well-timed communications with the target market, it can be said the company is using:

As part of Bayer's pull strategy, its runs ads for Addalat CC, a once-a-day pill for reducing high blood pressure, in women's magazines to encourage people with high blood pressure to ask their physicians to prescribe the new drug.

Corrective advertising is extremely vital in eliminating the False impressions that result from deceptive advertising.

To introduce Mazola No Stick corn oil cooking spray, Best Foods, its manufacturer ran ads that contained recipes using the new product. Best Foods used promotion to:

A news article in a financial newspaper about how ArvinMeritor, a supplier of component parts for many different types of vehicles, was planning on cutting its number of suppliers from 13,000 to the 1,000 most efficient suppliers would have been an example of:

The last step in an IMC program is evaluation.

Because of the type of customer and unit value of the product, advertising would be the best promotional tool to use when marketing:

In Thailand's impoverished northeast, fried insects have traditionally been a popular food, especially during the long dry seasons. It is a taste that migrant workers from the region have carried with them to Bangkok and elsewhere in Thailand. These migrants have been able to buy fried insects from small tattered-looking pushcarts. Then an entrepreneur decided to reposition the fried insects as a snack option to rival French fries, popcorn, and ice cream, give them a branded image, and market them to the middle class. The entrepreneur is calling his franchise operation Insects Inter (Insects International) and after six months of business, there were 60 Insects Inter franchises. Each franchisee is given a kiosk painted in the company colors with the company logo--a smiling cocoanut worm wearing a chef's hat. Its employees wear uniforms in the same colors as the kiosks and with the same logo. In fact, the logo appears on everything associated with the company. Insects Inter is planning on expanding operations to Indonesia and Korea. -Because the promotional strategy for Insects Inter was directly targeted to the middle-class who viewed fried insects as something only the very lowest classes of people ate, it is obvious the company used a:

Which form of promotion is being used when Debra Shanks goes on a local noontime television show to discuss how 12 acres of currant bushes led her and her husband to start a business that now produces more than 100,000 pounds of jams annually?

Within the communication process, the creation of a recipe for buffalo-style chicken wings that uses Texas Pete brand hot sauce is an example of _____.

Products that are promoted best through personal selling:

_____ is a paid-for type of impersonal mass communication in which the sponsor is clearly identified.

The first stage in the hierarchy of effects is:

Personal selling:

Johnny Harrison, the owner of Harrison Cleaning Service, has budgeted 5 percent of last year's net sales to pay for the firm's advertising and sales promotions during the upcoming year. Harrison is using the _____ method for setting a promotional budget.

When an article about Angelique Jolie's visit to Indonesia appeared in People magazine, it was an example of _____, an element of the promotional mix.

In terms of the hierarchy of effects, ads that favorably compare the sponsor's product to the competition's products will produce what effect?