Marketing Management Knowledge

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Quiz 8 :

Integrated Marketing Communications

Quiz 8 :

Integrated Marketing Communications

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Which of the following strategic goals of marketing communication is most likely to stimulate trial purchases of new products and brands by customers?
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Multiple Choice
Answer:

Answer:

A
Explanation:Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases.

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_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.
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Multiple Choice
Answer:

Answer:

D
Explanation:Identifying prospects is becoming an increasingly important goal of marketing communications because modern technology makes information gathering much more practical, even in large consumer markets.

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All of the following are important goals of marketing communications EXCEPT:
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Multiple Choice
Answer:

Answer:

D
Explanation:Strategic goals of marketing communication are to: create awareness about the product, build positive images, identify prospects, build channel relationships, and retain customers.

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Producers help retailers who carry their brands by all of the following ways EXCEPT:
Multiple Choice
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Which of the following is NOT true of the strategic goal of retaining customers?
Multiple Choice
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Which of the following refers to the combination and types of nonpersonal and personal communication that the organization puts forth during a specified period?
Multiple Choice
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Which of the following products is most likely to contain short-run incentives in its promotion mix?
Multiple Choice
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If a product is a new complex technology that requires a great deal of explanation,its promotional mix will most likely:
Multiple Choice
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A paid form of nonpersonal communication,about an organization,its products,or its activities that is transmitted through a mass medium to a target audience is called:
Multiple Choice
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Which of the following is a paid form of nonpersonal communication that uses media such as outdoor displays,car cards,or directories to reach out to a target audience?
Multiple Choice
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The nonpersonal promotional effort for a new breakfast cereal is least likely to rely on:
Multiple Choice
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Which of the following statements about personal selling is true?
Multiple Choice
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Which of the following elements of the promotional mix are coupons,sweepstakes,refunds,and displays examples of?
Multiple Choice
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An activity or material that offers customers or resellers a direct inducement for purchasing a product is called:
Multiple Choice
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Which of the following is a nonpersonal form of communication that seeks to influence the attitudes,feelings,and opinions of customers,noncustomers,stockholders,suppliers,employees,and political bodies about the organization?
Multiple Choice
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A nonpaid form of nonpersonal communication about an organization and its products that is transmitted through a mass medium in the form of a news story is referred to as:
Multiple Choice
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Which of the following is a form of direct marketing?
Multiple Choice
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The promotional mix of a new complex technology is most likely to focus on:
Multiple Choice
Answer:
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The marketing department of Cool-down,Inc.,noticed that customers are not buying as many bottles of Cool-down soft drink in December as they usually do in July.Cool-down decided to offer coupons and refunds.It also planned a sweepstake.Which of the following elements of the promotional mix is Cool-down trying to use?
Multiple Choice
Answer:
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Fashion Inc.,a designer clothing company,jointly develops its advertisement plans and sales promotions to create a consistent message for its customers.Fashion Inc.is using:
Multiple Choice
Answer:
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