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

This form of consumer promotion is used where customers are offered discounts from the product's regular price.

Which of the following is not a rationale behind companies' efforts to cut back on trade and other promotions?

Which of the following is not a procedure for evaluating specific advertisements?

All of the following are focus areas of traditional marketing communication efforts except

Southern Elegance is a catering company. It has recently added staff and expanded its services and wants to advertise its services to businesses in the area. It has narrowed its media choices down to direct mailing and the local newspaper. Which of the following statements provides the catering company with usable information for making its decision?

A company that manufactures cosmetics introduces a new product. To popularize this product, they use unauthorized mailing lists to reach consumers. Concerns relating to which element of marketing communications is being discussed here?

Which of the following statements about personal selling is true?

Which of the following is a concern related to public relations in marketing communications?

Which of the following promotion tools might be most successful in aiding the comprehension process for potential buyers?

In terms of the communication process, translating the product idea or marketing message into an effective ad is termed as

Which of the following observations about the methods of establishing advertising budgets is true?

Identify the statement that does not pertain to the percent-of-sales approach of determining advertising spending.

One of the objectives of trade promotions is to

Which of the following observations is true of the per-unit expenditure method of determining advertising spending?

This paid form of nonpersonal communications may use media such as outdoor displays, car cards, directories, etc., to reach out to a target audience.

Which of the following promotional tool is least likely to produce conviction among potential buyers?

If the product is a new complex technology that requires a great deal of explanation, its promotional mix will most likely

The traditional approach to marketing communications focuses on

Advantages of the radio as a major advertising media include all of the following except

From a strategy standpoint, this is a "followership" technique.