Question 1

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

Accepted Answer

The answer of What types of sales promotions would a...

Question 2

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective)and

Accepted Answer

The two axes of the IMC strategy can be viewed as passive and interactive and offline and online. Passive elements include traditional media such as television and print ads, while interactive elements include social media and experiential marketing. Offline elements refer to traditional channels while online elements refer to digital channels. Therefore, option D covers these two axes.

Question 3

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and he has decided he has to have it.At what stage in the AIDA model is Darrell?

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The answer of Darrell saw a review of the new...

Question 4

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

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Question 5

Why should a marketer try to measure the success of a communications effort?

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Question 6

How is advertising different from publicity?

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Question 7

What is the major advantage of direct marketing over advertising?

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Question 8

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

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Question 9

One of the newest IMC efforts is the use of corporate blogs.Why do businesses use them?

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Question 10

What are the four mental stages in the AIDA model?

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Question 11

What is another name for the AIDA model? Correlate this term to the AIDA steps.

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Question 12

Lars wants to purchase a gift for a colleague whose home he will be visiting.He decides to bring luxury chocolates,as he knows most people enjoy them.Although he is not sure about specific products,Lars heads directly for a store selling Godiva Chocolates,because he knows this is a high-end brand.Lars can be said to have

Accepted Answer

Lars demonstrates brand awareness because he recognizes Godiva as a high-end chocolate brand and chooses it for his gift without needing specific product knowledge.

Question 13

Kim and David's Kayak Tours offers a variety of coastal kayaking trips.When they started their business,they experimented with advertising but were disappointed with the results.A friend has suggested using sales promotions instead.What are their sales promotion options? Which would have the best potential for success,and why?

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The answer of Kim and David's Kayak Tours offers a...

Question 14

How can direct marketing create a win-win situation for customers and the firm?

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Question 15

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

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Question 16

Provide an example of a firm delivering the right message to the right audience through the right media.

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Question 17

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

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Question 18

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

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Question 19

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

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Question 20

What is noise in the communication process? What are the three typical sources of noise? Provide an example of noise you have experienced or observed.

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Quiz 18: Integrated Marketing Communications