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

Media-and mail-delivered coupons are examples of a(n)

All of the following are delayed incentives for building brand equity except

Which of the following tool might be more successful in creating awareness among potential buyers?

A local hardware store owner is preparing an advertising budget for his firm for the year. He uses data on the proportion of sales that other hardware stores in the region allocate to advertising as a base. Which of the following methods for establishing an advertising budget is he using?

The nonpersonal promotional effort for a new soft drink is less likely to rely on

This refers to a face-to-face communication with potential buyers to inform them about, and persuade them to buy an organization's products and services.

In peanut butter and coffee, P&G invests more in advertising and less in discounting than its major competitors. Identify a key factor in advertising that P&G is aware of and is using here.

This refers to the combination and types of nonpersonal and personal communication the organization puts forth during a specified period.

Retailers can support manufacturers by

Which of the following is not an example of sales promotion activities directed at a company's own sales force?

An activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product is called

Which of the following statements concerning CPMs as a common measure of efficiency in the advertising industry is incorrect?

Using economic power to gain favorable publicity is a concern associated with this element.

An integrated approach to marketing communication

Which method of determining advertising spending attempts to determine retail price by using production costs as a base?

All of the following are tasks associated with a successful ad campaign except

Ads for cotton emphasize how comfortable the fabric is to wear, and encourages consumers to look for the cotton logo and only buy clothing that is 100 percent cotton. These ads are using which of the following strategy?

A paid form of nonpersonal communications, about an organization, its products, or its activities that is transmitted through a mass medium to a target audience is called

According to the concept of integrated marketing communication, potential buyers usually go through all of the following stages except

High school juniors who were considering applying to the University of Southern Mississippi were asked to rank five different print ads intended to increase the enrollment to the college. The ads were to be ranked according to believability, interest-level, and attractiveness. The survey the students filled out was an example of a(n)