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Exam 15: Developing Integrated Marketing Communications

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Question 101

True/False

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A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

A) True
B) False

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Question 102

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Advertising that is used to sell a particular brand of product is called

A) creative.
B) selective-demand.
C) institutional.
D) personal.
E) primary-demand.

F) A) and D)
G) A) and E)

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Question 103

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Advertising that concentrates on the specific attributes of the product―its brand, style, and type―is an example of

Although research into consumer opinions is expensive, it is the most productive way to

Stabilizing sales is the goal of promotion efforts that

What factors influence decisions about the composition of a promotion mix?

SME Ads Inc. (SME) Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success. -Refer to SME Ads Inc. As Steven plans to expand the company's focus to other major elements of the promotion mix, which of the following should he focus on if he wants to help his clients create and maintain favorable relationships between them and their various internal and external groups?

The Detroit Auto Show, one of the largest of its kind, allows the world's car makers to promote their new-model cars and trucks. The Detroit Auto Show is an example of a trade show.

Interior Designs is a small home interior decorating company. It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily. These objectives will best be achieved through

Advertising may be broadly classified into three groups: selective demand, institutional, or primary demand.

Which of the following is not an advantage of newspaper advertising?

A major problem with direct-mail advertising is

How does an order-getter differ from an order-taker? Which would you expect a propane gas route salesperson to be? Support your answer.

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

The Professional Businesswomen's Association on your campus has chosen to use direct mail to advertise its fee-based seminars. The president of the association has asked you to attend a planning meeting, where you will indicate the factors important to the success of direct-mail advertising. Which of the following will you explain to the group?

The personal-selling process includes all of the following except

Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an advertising objective and thus should be deleted from the list?

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public. This is known as ____ advertising.

The income level of the target market influences the choice of promotion techniques the most.

The most accessible medium in the United States is the radio.