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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 51

Multiple Choice

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The new forms of online customer engagement include all of the following EXCEPT:

A) Facebook and Twitter.
B) TV reality shows.
C) Blogs and websites.
D) Mobile apps.

E) A) and C)
F) A) and B)

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Question 52

Multiple Choice

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Which of the following statements about executing and evaluating the promotion program is true?

A) The ideal IMC program does not need any evaluation if it is executed according to plan.
B) Most IMC programs rely on post-tests and use no pre-tests.
C) The most sophisticated pre-tests and post-tests have been developed for advertising.
D) The most sophisticated pre-tests and post-tests are used with public relations.

E) C) and D)
F) B) and D)

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Question 53

Multiple Choice

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A firm produces the tools for replacing the rivets used in assembling airplanes, heavy-equipment, and specialized rail cars. The key to making a sale is communicating the application information to the line engineers who oversee repairs and the cost Savings information to the accountants in charge of service maintenance budgets. Which promotional element would be most appropriate?

CoolMax Alta is a fabric made by Dupont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness ads convinced Kumar to buy a pair of socks made of the material. Since he had never before owned anything made of this fabric, Kumar was in which stage of the Hierarchy of effects?

Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to:

Objective and task budgeting is a budgeting method:

Discuss the role of promotion in the four stages of the product life cycle.

After covering for rent, staff expenses, and product development, you realize you only have $50K to spend on marketing for your company's newest widget. This company is using which strategy?

You are very excited because you just finished planning a week's vacation in Spain. You spent the last week searching for wineries and B&Bs to visit and stay at. Yesterday, while checking an online news site, the banner ad read: 'Top Rated Winery in Spain...2 for 1 special, Click here!" This specific ad popped up because of:

The Canadian Tourism Commission (CTC) created several "Canada, Keep Exploring" advertisements to be aired in France, Germany, and the UK. In terms of the communication process, the__________ in the "Canada, Keep Exploring" Advertisements informed Europeans that they should consider Canada for a unique and authentic vacation.

Figure 16-1 -In Figure 16-1, the position labeled "A" is referred to as _ _.

Figure 16-3 -Informing the consumer is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

The first stage in the hierarchy of effects is:

Reference: 16-04 Figure 16-5 -Channel "A" in Figure 16-5 represents which type of promotional channel strategy?

Like personal selling,__________ often consists of interactive communication.

An advertisement for Stanley brand hammers features a headline, which proclaims, "In a durability test, the competitor's hammer lasted 60 seconds. If you happen to need one for longer than that, buy a Stanley hammer." The advertisement is an element of the promotional mix which is directed towards the ultimate consumer, not towards retailers or wholesalers. This is an example of a __________strategy.

Johnny calls Evan to discuss the latest happenings in the hockey game. 'The latest happenings in the hockey game' would be considered which part of the communication process?

In terms of the communication process, the source is:

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Ladies' Home Journal magazine, she vowed to ask his doctor about this product on his next visit. At which stage in the hierarchy of effects is Ann?

E-mail newsletters and ezines are a great way to direct interested readers to the site to learn more. These tools would be used for: