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Exam 17: Integrated Marketing Communications

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Question 31

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The Florida Department of Citrus ran ads that urged cooks to replace oils and refined sugars with healthy citrus concentrates and juices. According to the ads, this was a way "to add nutrients to any dish without sacrificing flavor." The Department of Citrus used promotion to _____ or to convince consumers to use more citrus concentrates and juices.

A) inform
B) persuade
C) cue consumer perceptions
D) stimulate secondary demand
E) remind

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

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Question 32

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The _____ _____ _____ represents the six stages a buyer goes through in moving toward a purchase, and each defines a possible goal or effect of promotion.

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hierarchy ...

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Question 33

Multiple Choice

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At the One-Shot Camera Store, Sunill saw a display of Kodak pictures highlighting the most unforgettable moments of the Olympic games. Sunill can own a poster copy of the display if he purchases Kodak film and mails the proof of purchase plus $3.95 to Kodak. The poster is an example of which form of promotion?

_____ is promotion that is not paid for and has the credibility of editorial material.

The coupon for Jell-O pudding snacks is intended to encourage consumers to buy now. It is an example of a _____ _____, an element of the promotional mix.

In economic terms, the purpose of promotion is to change the location and the shape of the _____ _____ for a company's product.

What is the relationship between promotion and strategic marketing planning?

An organization's _____ _____ refers to the way it combines personal selling, advertising, sales promotion, public relations, and publicity to achieve its marketing objectives.

Viral marketing:

When Lansing Gardening Supplies opened its retail store, it spent a total of $18,000 on promotional flyers, four-color direct mail postcards, an on-screen ad at a local movie theater, wooden nickels offering a 10 percent discount, and ads in local newspaper. This information suggests Lansing is attempting to use a(n) :

Invacare Corp. makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. In terms of the communication process, the artist who designed the new logo was engaged in:

There are four basic methods of determining the promotional budget. Of these, which is unsound and illogical because it assumes promotion is a result of sales and not the reverse?

Full utilization of an IMC approach typically requires an organization to make no major changes in its structure, its method of conducting research, or its leadership.

When the Federal Trade Commission determines advertising is deceptive, it requests that the advertiser sign a _____ _____, which amounts to an agreement to stop making the deceptive claim.

Which of the following statements about push strategies is True?

The Home Depot ad found in the sports section of the newspaper and aimed at soon-to-be-married males is an example of a push strategy.

In terms of economic theory, the basic purpose of promotion is to:

The most important factor contributing to the success of an integrated marketing communication (IMC) approach to promotion is the:

Because of the type of customer, a producer of _____ will most likely use personal selling as the main ingredient in its promotional mix.

Campbell's Chunky soup is the Official Soup of the NFL. Its print and broadcast ads featuring NFL football players invite customers to buy Chunky soup and "Help Tackle Hunger." If a customer redeems a Campbell's Chunky soup coupon found in its print ads, Campbell's will donate $.05 to America's Second Harvest food banks and food-rescue organizations across America up to a total donation of $100,000. For more information on either the NFL or Second Harvest, consumers are invited to visit the Campbell's Web site. Store displays of life-sized NFL players were also created. Campbell has designed a(n) _____ to promote Chunky soup.