Exam 1: Integrated Marketing Communications

Which of the following statements about direct marketing is true?

Product,price,place and promotion are also known as ________

McDonald's restaurants use a Monopoly game to allow customers to win various prizes.Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board.Prizes can also be won if you own all the pieces of the railroads or all of one colour of property.This is an example of a:

Primary demand advertising is designed to:

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization,product line,or brand.

A marketing plan usually includes:

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,it is an example of:

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

A firm can have an excellent product at a great price,but it will be of little value unless it's available where the consumer wants it and when the consumer wants it.The statement above refers to:

McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this promotion:

Rolex's use of high quality product photography and celebrities wearing their watches is a form of:

Which of the following statements about direct marketing is true?

Advertising done by Wal-Mart,The Bay,and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.

McDonald's Canada answered consumer questions about its food and how it's prepared by:

_____ includes those marketing activities that provide extra value or incentives to the sales force,distributors,or the ultimate consumer.

When an organization systematically plans and distributes information in an attempt to control its image,it is engaging in a function known as:

Which of the following best describes a criticism of IMC?

Kim Rossister,brand manager at GM,plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner.Kim believes this approach can help develop an efficient and effective communication campaign.This approach is best described as: