Exam 10: One to Many to Many to Many: Traditional and New Media

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

A TV commercial shows an adult, whose face is hidden, speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past thirty years.This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Every point of contact a company or brand has with a consumer is called a(n) ________.

In 2001, IBM had hundreds of "Peace Love Linux" logos painted on sidewalks to publicize the company's adoption of the Linux operating system.This is an example of buzz marketing.

Which of the following types of communication programs is typically the easiest to evaluate?

With which type of marketing communication does the marketer have the greatest level of control over the message?

Though the idea is catching on, only a few marketing firms currently use word-of-mouth marketing techniques.

Which of the following is typically true during the growth stage of the product life cycle?

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Tired Toes is a new line of foot care products.The company's marketing team wants to help build buzz for the line by creating a brand community.The marketing team should use social networks to achieve this objective.

An established retail clothing store in a town with a large university wants to quickly increase the number of college students who shop at the store.Which of the following would be the best way to offer a sales promotion to this target market?

Vitamin drinks are in the growth stage of their product life cycle.This means that promotion for vitamin drinks most likely focuses on ________.

After determining its communication objectives, the company's next step in developing a promotional plan is to ________.

Which of the following is NOT an element of the promotion mix?

Which of the following is NOT a step in developing a promotional plan?

The background for a Benadryl allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers.The headline states "Benadryl is 54 percent more effective than the leading prescription." At the bottom of the ad, in small print, is an explanation of how the effectiveness of Benadryl was determined.The ad also shows a package of Benadryl so consumers can easily recognize it at the store.Identify the different components of the communication model for this advertisement.

Which of the following types of communication programs is typically the most difficult to evaluate?

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

Companies rely on either a push strategy or a pull strategy, seldom using both throughout a product's life cycle.