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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 101

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In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

A) Two or more companies are competing with similar products and similar promotional goals.
B) Two or more companies are introducing a totally new product to the market.
C) Two or more companies exist in an oligopoly, and are planning on a product diversification strategy.
D) Two or more companies exist in pure competition and compete on the basis of product differentiation.

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

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Question 102

Multiple Choice

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All of the following are aspects of the development stage of the promotion program,EXCEPT

A) understanding who is the target market
B) understanding the budget for the promotion program
C) deciding where the promotion should be run
D) developing the product

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

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Question 103

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In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of:

Which of the following statements describes a disadvantage associated with personal selling?

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ in the ads for Cheez Whiz informed prospective customers that Cheez Whiz was a healthy and nutritious cheese spread.

Instead of sending or receiving messages to a 10-digit phone number,some companies use a six digit number (665766) that spells out a brand name.The use of this number is called:

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.

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:

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to:

Figure: 16-3 -Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Cadbury connected their television commercials of 'Joyville' the place where Cadbury Dairy Milk Bubbly is made to 'floating' chocolate bars:

Personal selling would most likely be used to sell:

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions.The company is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage.Which of the following options should it employ?

All-you-can-afford budgeting is a budgeting method:

At which stage in the product life cycle would a company's promotional objective most likely be to increase the level of consumer awareness?

Each of the following occurrences can be construed as noise EXCEPT:

Like personal selling,_____ often consists of interactive communication.

Adding QR codes to products that allow consumers to connect with the company online,or using a hashtag in a commercial or during a television show are examples of how advertisers are trying to increase:

The best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish those objectives,and:

Imagine you have overheard the owner of a medium-sized manufacturing company saying,"We had a good year,and I think next year will be even better.I'm going to raise this year's promotion budget to 4.5 percent of last year's gross sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information,you know the small retailer used _____ budgeting.