Question 1: How does Integrated Marketing Communications techniques add value for customers?
IMC integrates all of the product features and benefits into a compelling message.
IMC delivers a clear, consistent, and compelling message about the offering that consumers can understand however they are exposesd to the message.
IMC identifies the basis for the sale to the right target market.
IMC creates a visually exciting and compelling message that can be used in both advertising and public relations.
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Question 2: Mobile marketing means _______.
communicating messages that are designed to be received wherever a customer might be located.
communicating messages that can have multiple meanings depending on the receiver.
communicating messages on billboards seen by the target market on their way to work.
communicating messages via cell phones or other mobile devices.
Question 3: Which of the following is NOT part of the promotion mix?
personal selling
sales promotion
public relations
promotion objectives
Question 4: What is the difference between push and pull promotion strategies?
Push is communication aimed at the end user and pull is communication aimed at the trade.
A push strategy is more aggressive than a pull strategy.
The choice of a push or pull strategy depends on the manufacturer.
The choice between push or pull strategy depends on the marketing communications budget.
Question 5: If you wanted to use television advertising in a vehicle such as the Super Bowl to ensure that as many members of your target market receive your message at least once you would be maximizing _______.
reach.
your time.
frequency.
your promotion budget.
Question 6: If you had a highly complex technology product that requires a great deal of explanation and demonstration, you would most likely use _______________ as your primary promotion mix tool.
QVC network
professional selling
sales promotion
public relations
Question 7: Apple is known to launch its new products using which promotion mix tool?
Educating Apple sales representations on the new product so they can explain it to their customers
Extensive advertising campaign in all major daily papers and network television
A media event attended by all major networks and trade press
Offering deep discounts on the new product to penetrate the market before competitors can copy the Apple technology.
Question 8: If a product is in the maturity stage of its product life cycle, which promotion tool would most likely be used to extend the life of the product's life cycle?
sales promotion
public relations
advertising
direct marketing
Question 9: Which stage of the communication process is focused on ensuring the unique selling proposition is decoded by the consumer as precisely as intended?
feedback
encoding
noise
media
Question 10: The unique selling proposition is ________.
the uniqueness of the salespeople needed to sell a product.
the reason why the consumer should buy the offering based on the benefits he will receive to fill his needs.
the unique method used to place the product on the shelf.
the 'pitch' used in the sales presentation.
Question 11: All of the following are frameworks for designing promotion objectives EXCEPT ______.
the AIDA model.
building selective demand.
building primary demand.
minimizing the promotion budget.
Question 12: Which of the following statements about public relations is most accurate?
Public relations is free advertising that companies with minimal promotion budgets can use to sell their product.
Public relations involves convincing the media to say good things about an offering without having to pay for expensive traditional advertising or go through the effort of utilizing online media.
Public relations helps companies support their customer relationships and sales efforts by building rapport with customers, generating excitement for the offering, and supplementing other sales efforts.
Public relations is necessary to create awareness for an offering because if the media likes it so will the consumers.
Question 13: Why should sales promotions be used only for a limited time?
Because sales promotions cost the company too much money and brings them too close to their breakeven point negatively affecting their profit goals.
Because sales promotions should stimulate sales by giving the customer who has a positive attitude for the product but has not taken action a time constricted inducement to buy the offering.
Because sales promotions make the offering look cheap and you only want to have discounts in certain times of the year to stimulate short term sales
Beause sales promotions should only be done around major holidays
Question 14: Which promotion budgeting method is the best method to begin the budgeting process?
competitive parity
affordable method
objective and task method
percentage of last year's sales method
Question 15: How does the promotion budget affect the choice of promotion mix tools?
Small marketing communications budgets means the company can't do anything except less expensive public relations.
The promotion budget drives all marketing communications decisions.
Some promotion mix tools such as traditional advertising may be too expensive for the company's limited financial resources, so it can't be included in the promotion mix even if it is the best tool for achieving a promotion objective.
Large marketing communications budgets means the company can shotgun their messages knowing they will eventually reach all members of a target audience.