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Exam 15: Developing Integrated Marketing Communications

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Question 121

Multiple Choice

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The primary concern of the media planner is to

A) ensure that the budget is large enough to pay for the various media chosen for the campaign.
B) reach the largest possible number of persons in the advertising target for each dollar spent.
C) ensure that the words and illustrations used in the ad are meaningful and appealing to the target market.
D) ensure that the choice of words and illustrations used are appropriate for the choice of medium being used.
E) execute a successful ad campaign without going over the budget.

F) A) and B)
G) A) and C)

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Question 122

Multiple Choice

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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, which is called a

A) news release.
B) press conference.
C) publicity affair.
D) promotional campaign.
E) media exclusive.

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

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Question 123

True/False

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Marketers tend to design promotional communication for wider audiences rather than for a specific group.

All activities whose objective is to create and maintain a favorable public image are called public relations.

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products. He would be what type of sales employee?

Why is social media advertising a challenge for advertisers? What drawbacks exist with social media advertising?

A primary benefit of magazine advertising is the advertisement's life span.

As Alberto walked down the aisle of a supermarket one Saturday, he encountered a lady at the end handing out bite-sized portions of a new brand of sausage. This lady is trying to accomplish what?

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service. Dave is a

General Mills is planning a sales promotion to stimulate wholesalers and retailers to carry a new line of cake mixes and to market the mixes aggressively. What type of sales promotion should General Mills use?

All of the following are categories of promotion except

A shelf dispenser in a supermarket provides pieces of paper that offer $1.00 off any Thermasilk hair care product. Customers can redeem their savings at the time of purchase. This sales promotion is a

Vicky works as a salesperson for Lands' End. Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need. Vicky is a(n)

All of the following are examples of sales promotion except

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Kaitlyn demonstrates how her company's new professional stain remover works. This demonstration is part of the ____ step of the personal-selling process.

R&P Inc. R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc. During which step of the personal selling process should an R&P salesperson ask the prospect to buy the product?

Advertising appropriations may be based on all of the following except

Advertising appropriation should be based on the historical average of the company's advertising expenditure.