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Exam 14: Integrated Marketing Communication

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Question 91

True/False

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If a Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

A) True
B) False

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Question 92

Multiple Choice

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Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites. -Refer to Bag Media.What is the company rep engaged in?

A) telemarketing selling
B) interpersonal communication
C) mass communication
D) crowd selling

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

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Question 93

Multiple Choice

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Which of the following is one of the basic tasks typically performed by promotion?

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near which stage of the AIDA model?

In 2001,the United Church,the second largest Protestant denomination in Canada,launched a four-year,$20 million national ad campaign.The theologically gentle but culturally edgy ads are aimed at Canadians who are "unchurched"-people who know the name United but don't know anything else about it.The "Igniting Ministries" ads have appeared on the CTV television network and Canadian cable TV.The purpose of the ads is to draw more people through United church doors in a time when mainline Protestant denominations are struggling. -Refer to United Church.A news article about the United Church that appeared in the Kinston News-Tribune was an example of which promotional mix element?

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites. -Refer to Bag Media.When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags,what was it an example of?

Which type of strategy uses aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise?

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.In 2002,the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message.What was Burger King using?

What are the three basic tasks of promotion?

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.What is Rosarita developing?

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.What did SingTel use to communicate with its consumers?

What is the main function of a promotional strategy?

For many years Canadians have loved their Tim Horton's coffee.Recently,Tim Hortons has expanded its menu.The company has run advertisements that tell consumers "there is always time for Tim Hortons".Which type of promotion is Tim Hortons using?

What is the term for anything that interferes with,distorts,or slows the transmission of information?

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike,Vincent immediately knew he wanted to own one just like it some day.According to the AIDA concept,which stage did Vincent enter?

A person buying a Valentine's Day gift for his significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for her mail carrier.

Which of the following is an advantage a firm using mass communication might experience?

The AIDA concept can be used to explain how all promotions influence purchase decisions.