Exam 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing

This is a form of publicity wherein nonprofit organizations rely on the media to donate time for advertising for contributions and donors.

Identify the disadvantage of advertising through the internet.

One of the procedures for evaluating specific advertising objectives is through "attitude," where potential

"Advertising is defensive" is the basic philosophy underlying which of the following approaches?

The generalist viewpoint about the contribution of advertising to the economic health of the firm is primarily concerned with all of the following except

A news conference

This method of determining advertising spending views advertising as a function of sales, rather than sales as a function of advertising.

All of the following are stated objectives of consumer promotions except

All of the following are promotional efforts undertaken when a new product is introduced in the market, except

All of the following are compelling reasons why sales promotion should not be used as the sole promotional tool, except

All of the following are important goals of marketing communications except

Identify a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

Identify the viewpoint represented by advertising experts who are primarily concerned with measuring the effects of specific ads or campaigns.

Positive images can create value for customers by adding

Identify the method in which the advertising budget is established as a predetermined share of profits or financial resources.

In terms of the communication process, the designing and creation of print advertisements for beauty products manufactured by the Pond's Co. can be termed as

Which of the following does not hold true of direct marketing?

Identify the procedure for evaluating specific advertising objectives where potential buyers are asked to indicate brands that come to mind in a product category. A message used in an ad campaign is given and buyers are asked to identify the brand that was advertised using that message.

Identify the public relations tool used for providing support for, and associating the organization's name with events, programs, or even people such as amateur athletes or teams.

In which type of consumer promotion are prizes available to consumers either through chance selection or games of skill?