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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 21

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Each year, advertisers spend millions of dollars during the half-time show of the Super Bowl. Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda. The persuasive promotional messages of the marketer are not received by those consumers who are busy satisfying their need for food and drinks. The need for food and drinks is an example of ________, which inhibits effective communication.

A) ineffective encoding
B) ineffective advertising
C) feedback
D) noise

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Question 22

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What are the advantages and disadvantages of using advertising in the promotional mix?

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Question 23

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An ad for Visible Lift makeup by L'Oréal informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones. Marcia did not see the ad because she is 18 years old and has flawless skin. In terms of the communication process, the fact that Marcia has no need for the product acted as:

The lack of ___________ is a disadvantage of publicity.

What is best approach for determining a promotion budget? What advantages does this method offer that other methods do not?

Describe how Taco Bell's Doritos Locos Tacos campaign was effective by discussing the implementation of their IMC.

Publicity is__________ the main component of a promotional campaign.

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions. The company is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage. Which of the following options Should it employ?

Advertising is:

There's a new prescription drug on the market that helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to:

According to one researcher, seeing the results of an IMC program varies based on the existing amount of sales of an organization. In general, what is TRUE about IMC is the

The marketing professor wanted to do everything possible to ensure her students understood her lectures. Accordingly, she used examples of marketing activities with which most students had recent experiences. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message so as to encourage understanding on the part of her students.

To update its promotions mix, Sears Canada tested the #HappyRenewYear campaign on all of the following platforms except:

When Sears places a multiple-page booklet in the local newspaper about its Canada Day sale, it is an example of the use of which element of the promotional mix?

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications' alternatives that individually or collectively make up a firm's:

The communication flow from receiver back to sender, which indicates whether the message was decoded and understood as intended, is called:

Which of the promotional elements has the greatest difficulty in getting media cooperation?

When sales go down, many firms try to correct the problem by increasing promotion. However, the use of ___________budgeting would instead cause its user to decrease Promotion budgets after a downturn in sales.

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of:

The product characteristic that provides the greatest contrast between a Gulfstream private jet and a bottle of water is: