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Exam 16: Integrated Marketing Communications

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Question 31

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The receiver's response to the decoded message is called noise.

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verified

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Question 32

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An organization's promotion mix is viewed as an unchanging part of the marketing mix.

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Question 33

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Identify the major objectives of promotion.

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Pioneer promotion neither emphasizes brand names nor compares brands.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

Which of the following is a reason integrated marketing communication is increasingly being accepted?

Discuss the impact that social media has had on the strategy for promotion.

A sharing of meaning defines

During the 19th and early 20th centuries, promotion was about as accurate as it is today.

Southwest Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, American Airlines started offering its own sales at prices even lower than Southwest Airlines. This refutes which of the following criticisms of promotion?

The receiver's response to a message is ____ for the source.

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

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of

Discuss the major factors that affect the selection of promotion mix elements.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable communication about them.

A small percentage of promotion efforts are fraudulent.

Scenario 16.2 Use the following to answer the questions. The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.