(10) Integrated Marketing Communications

question

Which of the following statements about integrated marketing communications (IMC) is FALSE?
answer

The role of mass television advertising is growing more important to IMC strategy
question

Why is promotion based on creativity alone likely to waste valuable marketing resources?
answer

Because the majority of promotional efforts do not create results in the short term
question

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.
answer

Desire
question

In terms of the AIDA model, mass communication elements such as advertising and public relations tend to be very effective at:
answer

Stimulating awareness of and interest in a product
question

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.
answer

Pull
question

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.
answer

Push
question

Which of the following is perhaps the main advantage associated with the use of advertising?
answer

It is an extremely cost efficient way to reach a large number of people
question

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?
answer

Institutional
question

The most widely used method of setting the advertising budget and planning advertising expenditures is the _____ approach.
answer

Percentage of sales
question

In the context of IMC strategy, what is the difference between public relations and publicity?
answer

Publicity is more narrowly defined and focused on gaining media attention
question

Overall, what is the major disadvantage associated with the use of public relations and publicity?
answer

The firm has limited control over how the message will be delivered or interpreted
question

_____ is paid personal communication that attempts to inform customers about products and persuade them to purchase those products.
answer

Personal selling
question

In today’s economy, personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?
answer

Personal selling now focuses more on developing relationships than on generating transactions
question

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).
answer

Straight commission
question

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?
answer

Straight salary
question

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.
answer

Sales promotion
question

Which of the following statements best represents the universal goal of all sales promotion activities?
answer

To induce product trial and purchase
question

Which of the following IS NOT a reason that most firms prefer rebates over coupons when granting price reductions to customers?
answer

Rebates are much better at inducing purchase
question

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?
answer

A free sample of the product
question

A price reduction offered to channel intermediaries for purchasing specified quantities of a product at a single time is called a:
answer

Buying allowance

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