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Exam 15: Integrated Marketing Communications

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Question 51

True/False

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One truth about promotion is that it raises prices.

A) True
B) False

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Question 52

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Dunkin' Donuts sponsored America's Got Talent.In America's Got Talent,the judges were seen drinking from large sizes of Dunkin' Donuts drinks, complete with the Dunkin' Donuts logo. This is an example of product placement.

A) True
B) False

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Question 53

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For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?

ThrowBackGames offers free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Promotion tends to

Today, technology is allowing marketers to be more precise in targeting individual customers.

Some promotional programs are unsuccessful because marketers fail to generate awareness of

Scenario 15.1 Use the following to answer the questions. When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends and through social media. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. -Refer to Scenario 15.1. Which of the following is not an integrated communications tactic used by Toyota?

Channel capacity is determined by the most efficient component of the communication process.

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.

When Hershey Kisses with Caramel were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Promotional efforts may aim to increase awareness of all the following except

Integrated marketing communications allow an organization to coordinate and manage its promotional efforts to

Which of the following types of promotion informs potential customers about a product and what it is?

New introductory promotion neither emphasizes brand names nor compares brands.

Certain types of promotion facilitate price competition.