Exam 1: An Introduction to Integrated Marketing Communications

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes planned marketing communication messages created by an organization such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion?

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.

Which of the following is true of advertising as a form of promotion?

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient.

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as:

Business-to-business advertising is limited to industrial goods; services such as insurance and travel service are not included in this category. Advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Industrial goods are products that become a physical part of another product (raw material or component parts). Business services such as insurance, travel services, and health care are also included in this category.

Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications.

Not all marketing transactions involve the exchange of money for a product or service. Not all marketing transactions involve the exchange of money for a product or service.

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.

Which of the following is true of direct-response advertising?

There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.

Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product.

What is the major advantage of personal selling over advertising as a communication method?

Which of the following is a primary difference between publicity and advertising?

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.