Exam 14: Integrated Marketing Communications and Direct Marketing

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________.

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

Publicity refers to

Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?

During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

A source refers to

In a promotional sense, customized interaction is exemplified by

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide __________.

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding.

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Which of the following is NOT essential to engage today's customers using social media promotions?

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.

Which of the following is the best approach to promotion budgeting?

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Many promotional efforts, and especially personal selling efforts, are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.