Exam 15: Developing Integrated Marketing Communications

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals. Because McDonald's will be launching the new size nationally, it will want to use a mix of sales promotion and which of the following?

The manufacturer of athletic shoes donates money, bottled water, and t-shirts for runners in connection with a 5K race to raise awareness of prostate cancer. What type of public relations activity does this illustrate?

The owner of a golf course is convinced that weekly advertising in the local newspaper will be the most effective method. As the marketing manager, what is your warning to him about newspaper advertising?

If you buy $40 or more of Lancôme cosmetics at Nordstrom, you receive a free full-size repair, lift, or hydrate serum. What type of sales promotion does this represent?

Aveeno, a maker of skin and hair care products, is releasing a new product to help moisturize skin in extremely cold environments. Aveeno needs to encourage trial and build awareness for the product, so it should focus on which of the following for sales promotion?

The makeup of a promotional mix depends on the promotional objective. Which of the following is NOT a promotional objective?

Hudson's Bay would like to promote a new line of dishwashers with the multi-flow system. Because Hudson's Bay wants to be able to reach a nationwide market, which of the following will the company most likely use to promote and sell the product?

The addition of smartphones and apps in recent years has given advertisers more options on using the most effective medium for their product and message. This is an example of which advantage to using advertising as a promotional tool?

You receive a call from a lawn fertilization company, indicating that they're going to be in your neighbourhood next week and would like to set up a time when they can meet with you to talk about establishing a lawn fertilization program for your lawn. What step in the personal-selling process does this represent?

Knowing that many people hold parties for Canada Day, Pepsi would like to stand out among competitors and gain the attention of consumers. What would be the best promotion method for Pepsi?

Which of the following is NOT an advantage of newspaper advertising?

Which component of the promotion mix allows for immediate feedback?

Kraft sets up a stand inside a supermarket and hands out samples of its new jalapeno-flavoured cheese along with a coupon for 50 cents off the purchase. Which of the following is likely to be Kraft's objective for this sales promotion?

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience. The most effective promotion mix for reaching a wide audience would include advertising and which of the following?

Coca-Cola uses television and print advertising, event sponsorship, and point-of-purchase displays. What does this combination of promotional tactics represent for Coca-Cola?

A few days after you purchased an in-home entertainment system, you receive a call from the installer, asking if you have any questions and if the system is working as expected. Which step in the personal-selling process does this represent?

Which of the following is personal communication aimed at informing and persuading customers to buy a company's products?

Which of the following is a broad set of communication activities used to build favourable relations with customers, investors, the media, government officials, and society in general?

The telemarketer explains that she is calling as a representative for the local animal shelter and that they are seeking donations. "Can I go ahead and put you down for a $25 donation?" she asks. Which step of the personal-selling process does this represent?

A retailer places a life-size cardboard cut-out of a well-tanned beauty pageant contestant in a bikini, holding a can of suntan lotion, at the end of the aisle where sun-care products can be purchased. What type of sales promotion is this?