Exam 16: Integrated Marketing Communications

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

What are the differences in trying to stimulate primary demand versus selective demand?

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.

One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and locations where the products can be bought.

Cost efficiency, repetition, and adding product value are all potential benefits of

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

Sweepstakes, free samples, coupons, and rebates are examples of

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Select three criticisms of promotion, and provide defenses to rebut them.

Advertising is one element of the promotion mix that is too expensive for small business firms.

Kinesic communication is an element in which type of promotional method?

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.

A consumer contest is an example of

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing