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Exam 16: Integrated Marketing Communications

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Question 91

Multiple Choice

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A sharing of meaning defines

A) promotion.
B) information.
C) noise.
D) interference.
E) communication.

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Question 92

Multiple Choice

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If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

A) People are more likely to believe a human being than a print ad.
B) TV and radio ads are not feasible for smaller companies.
C) It can achieve more sales through business customers than through individual consumers.
D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
E) The firm is charging a higher price to cover the expensive salaries of its salespeople.

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Question 93

Multiple Choice

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

You are the marketing manager for a company that makes and markets designer sunglasses. Recently, your boss suggested to you that the company should try to get its sunglasses worn by more actors and actresses in movies. He asked you to look into what it would take to make that happen.Which of following promotion activities is your boss referring to with this idea? ​

__________ is anything that reduces an integrated marketing communication's clarity and accuracy.

Marketers of highly seasonal products tend to have more irregular use of

Promotion of products tends to keep their prices high.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

Public relations is a set of tools to be used primarily during crises.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

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

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Feedback does not exist for mass communication.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

Identify and describe the four major promotion mix elements.

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

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

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