(10) Integrated Marketing Communications – Flashcards
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Which of the following statements about integrated marketing communications (IMC) is FALSE?
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The role of mass television advertising is growing more important to IMC strategy
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Why is promotion based on creativity alone likely to waste valuable marketing resources?
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Because the majority of promotional efforts do not create results in the short term
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To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate _____ by convincing potential customers of the product's superiority and its ability to satisfy specific needs.
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Desire
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In terms of the AIDA model, mass communication elements such as advertising and public relations tend to be very effective at:
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Stimulating awareness of and interest in a product
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When firms use a(n) _____ strategy, they focus their promotional efforts toward stimulating demand among final customers, who then exert pressure on the supply chain to carry the product.
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Pull
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In launching its new line of power tools, Black and Decker spent a considerable amount of time and resources to educate, motivate, and compensate members of its supply chain. By investing heavily in these types of promotions, Black and Decker hopes its _____ strategy will lead to a more effective product launch.
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Push
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Which of the following is perhaps the main advantage associated with the use of advertising?
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It is an extremely cost efficient way to reach a large number of people
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In a recent campaign, IBM advertised that it provides infrastructure and solutions for e-business. Interestingly, these messages did not name the company's products or explain how their infrastructure and solutions actually work. What type of advertising is IBM using?
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Institutional
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The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.
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Percentage of sales
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In the context of IMC strategy, what is the difference between public relations and publicity?
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Publicity is more narrowly defined and focused on gaining media attention
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Overall, what is the major disadvantage associated with the use of public relations and publicity?
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The firm has limited control over how the message will be delivered or interpreted
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_____ is paid personal communication that attempts to inform customers about products and persuade them to purchase those products.
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Personal selling
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In today's economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?
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Personal selling now focuses more on developing relationships than on generating transactions
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As a method of sales force compensation, _____ is best suited to situations where aggressive selling is required and salespeople have direct control over sales outcomes (i.e., their efforts are directly responsible for meeting sales goals).
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Straight commission
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Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?
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Straight salary
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Despite conventional thinking, _____ accounts for the bulk of promotional spending in many firms. This is especially true for firms selling consumer products in grocery stores and mass-merchandise retailers.
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Sales promotion
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Which of the following statements best represents the universal goal of all sales promotion activities?
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To induce product trial and purchase
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Which of the following IS NOT a reason that most firms prefer rebates over coupons when granting price reductions to customers?
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Rebates are much better at inducing purchase
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Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?
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A free sample of the product
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A price reduction offered to channel intermediaries for purchasing specified quantities of a product at a single time is called a:
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Buying allowance
