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Exam 15: Developing Integrated Marketing Communications

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Question 31

Multiple Choice

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The president of the company wants to better understand the basis on which you, as the marketing manager, selected the promotion mix for a new product. You indicate that the selection of promotion-mix ingredients and the extent to which they are used depend on all of the following EXCEPT which one?

A) organizational resources
B) nature of the target market
C) characteristics of the product
D) personal preferences of the marketer

E) A) and B)
F) A) and C)

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Question 32

Multiple Choice

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Which of the following offers the largest reach of major advertising media, but the message may be quickly forgotten?

A) newspapers
B) magazines
C) television
D) radio

E) B) and C)
F) None of the above

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Question 33

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Which of the following is the coordination of all aspects of a company's promotion mix to ensure that a clear and consistent message is conveyed to consumers?

At the end of a program broadcast on PBS (Public Broadcasting System) about rescuing marine wildlife, the credits read: "Major funding for this program was provided by Procter & Gamble, the makers of Dawn Dishwashing Soap." Which form of public relations does this best illustrate?

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for one free can. What was the objective of this promotion?

Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons. Which element of the promotion mix does this illustrate?

Which of the following advertising media's biggest disadvantages are relatively high cost and a long lead time of 30 to 90 days?

Which element of the promotion mix involves the use of direct incentives for customers to purchase or try a product?

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail. What do radio, TV, newspapers, magazines, and direct mail comprise this example?

As a general rule, complex or high-value products are likely to require personal selling, whereas lower-priced consumer products are more likely to be sold using which of the following?

Blackwelder Co. calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics. The company will distribute additional materials at this meeting, known as which of the following?

A manufacturer of hair care products bundles a sample-sized bottle of its new hair conditioner with bottles of its popular shampoo. Which promotional objective does this best reflect?

All of the following are components of the promotion mix EXCEPT which one?

The personal-selling process includes all of the following EXCEPT which one?

In general, consumer goods are likely to be sold using advertising, while industrial products are more likely to be sold using which of the following?

Which of the following is defined as a non-personal promotional message that is paid for by an identified sponsor and directed to a selected audience?

Shimano, which produces high-end performance fishing reels, can advertise in Field & Stream and Outdoor Canada magazines and feel confident that they are reaching the likely consumers of their product. This is an example of which advantage to using advertising as a promotional tool?

In the past, Tupperware used only personal selling to sell its products; it now uses additional methods such as advertising to reach its target market. Together, what do these various methods represent for Tupperware?

Which of the following is the market that a grocery store attempts to reach by using newspaper advertising?

Advertising on social media is ideal for small companies and start-ups that do not have a large budget. This is an example of which advantage to using advertising as a promotional tool?