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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 41

Multiple Choice

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While searching BuzzFeed as a break from studying for an upcoming marketing exam,you came across a 'sponsored post' by Colgate that highlighted the 'Top 20 non-traditional ways to use toothpaste.' This sponsored post is an example of:

A) Direct sales
B) Publicity
C) Direct marketing
D) Public service announcement

E) All of the above
F) B) and C)

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Question 42

Multiple Choice

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A multiple choice writer tries to write a concise question,without lots of other superfluous items of information that may distract or confuse the reader of the question.These extraneous aspects of a given question are referred to as:

A) noise.
B) culture shock.
C) fatigue.
D) convention overloaD.Noise can occur when a salesperson's accent or use of slang terms or communication style makes hearing and understanding the message difficult.

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

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Question 43

Multiple Choice

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Wasted coverage can most easily be reduced by which of the methods of promotion?

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

After telling your friend about a great deal he received at Best Buy,your friend excitedly exclaimed: "that is great news,I need a new computer…I'm heading to Best Buy right now,thanks!" Clearly,your friend's __________ showed the message went through!

Publicity is _________ the main component of a promotional campaign.

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products.This is referred to as:

TB Figure: 1 -Which of the following has the lowest response rate according to TB Figure 1?

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?

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She called her doctor and asked for a prescription.In terms of the communication process,Ann had a _____ to the Claritin ad.

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?

A food warehouse gets a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,would like to sell it quickly to retailers.Which promotional element should be used?

Figure: 16-1 -In Figure 16-1,the position labeled "C" is referred to as __________.

Publicity is:

Allegra is an antihistamine that is only available through prescription,but to create brand awareness,it is offering people who request information about the product a cushion to use at their favourite sporting event plus a coupon for $10 off their next purchase of the medication.This free cushion and coupon are examples of:

Sales promotions cannot be the sole basis for a promotional campaign because:

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Discuss how the use of direct mobile marketing will become more important in the future.

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and:

With regard to a product for which a promotional mix is being developed,complexity: