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Exam 16: Integrated Marketing Communications

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Question 101

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In what ways can promotion be used to reduce sales fluctuations?

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Demand for many products varies from one...

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Question 102

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____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

A) Stakeholder management
B) Personal selling
C) Integrated marketing communications
D) Sales promotion
E) Public relations

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Question 103

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Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Personal selling makes possible immediate feedback from consumers.

Scenario 16.2 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 16.2. Since Whizz is a new product, which of the following promotional methods would you least recommend?

The process of putting one's thoughts (meaning) into signs (symbols) is called

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

You are the marketing manager for a company that makes and markets designer sunglasses. Recently, your boss suggested to you that the company should try to get its sunglasses worn by more actors and actresses in movies. He asked you to look into what it would take to make that happen. Which of the following promotion activities is your boss referring to with this idea?

Certain types of promotion facilitate price competition.

Explain what product placement is and discuss its growing popularity within entertainment media.

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

Mister Sub offers customers a card that allows them to have a free sub for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Virtual realities are still relatively new, but more people are gaining a familiarity with this technology. Competitors are beginning to emerge. Oculus Rift decides it is time to start releasing promotion that markets the advantages of its virtual reality headset compared to competitors. Oculus Rift is attempting to build

You work for a company that is marketing a new line of bathing suits. These bathing suits have a unique style that differs from other bathing suits, and you want to spread awareness among consumers and spark their interest. The bathing suit will be sold in stores nationwide. Probably the best promotion mix elements to use in your integrated marketing communications strategy are

Scenario 16.2 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 16.2. If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of

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

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

A marketer's use of _____________ tends to be irregular.

John owns a small mechanics shop. He decides to invest in some local advertising. In one newspaper advertisement, he talks about how affordable his shop is compared to competitors. He also takes out a radio ad stressing that his shop's prices are much lower than competitors. However, when a new customer comes in to have some body work done on her car, she is shocked to see that the final bill is much higher than what it would have cost at her previous mechanic's. When she complains to John, he informs her that his shop provides the highest in quality services, which sometimes entails higher costs. John does not appear to have an effective