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Exam 16: Integrated Marketing Communications

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Question 61

True/False

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Advertising is any form of impersonal,one-way mass communication in which the sponsor or company is identified.

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Question 62

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_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

A) Influence
B) Amusement
C) Informative
D) Persuasive
E) Reminder

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Question 63

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Which of the following products is MOST likely to use reminder promotion?

In January 2005,Burger King sponsored the opener of the third season of The Apprentice.The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests,advertising,and other sales promotion.That is,the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message.Burger King used:

What is promotion? Why is it a vital part of a company's marketing mix?

_____ is the interpretation of the language and symbols sent by the source through a channel.

For its new Jeep Compass,DaimlerChrysler has launched a new campaign targeting young,hip consumers.To reach its target,DaimlerChrysler's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.The ad agency is acting as the _____ of the message.

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers.

You are the promotions manager for a new weight-loss program that is based on a low-carbohydrate diet.Describe how you might use all five tools of the promotional mix to promote the product.

Marketers use public relations to:

The main function of a promotional strategy is to:

When Heinz introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising.

Methodist Church In 2001,the United Methodist Church,the second-largest Protestant denomination in the United States,launched a four-year,$20 million national ad campaign.The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it.The "Igniting Ministries" ads have appeared on CBS and cable television.The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. -Refer to Methodist Church.According to the AIDA concept,the ads must first:

In terms of the AIDA concept,sales promotion is most effective at creating:

Several factors affect the choice of promotional mix.Name five of these factors.

Communication via telephone is not considered personal selling because it is not face-to-face.

The four major promotional tools (advertising,personal selling,sales promotion,and public relations) are known collectively as the:

Several factors inherent to the product itself influence the promotional mix.Name and briefly describe three of these factors.

The individuals trying to locate distributors for the product TruBlood misunderstood the advertisements because of