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Exam 14: Integrated Marketing Communications and Direct Marketing

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Question 1

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New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

A) public relations
B) personal selling
C) publicity
D) sales promotion
E) advertising

F) None of the above
G) A) and B)

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Question 2

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Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

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Promotional strategies can assist in moving a product through the channel of distribution.A push strategy involves the use of personal selling and sales promotion by the manufacturer to encourage wholesalers (and subsequently retailers)to purchase the product and push it on to the end-user.A pull strategy requires a manufacturer to direct its promotional mix at ultimate consumers.If retailers see demand for a product,they will place orders with wholesalers and "pull" the product through the channel.See Figure 14-4 in the textbook.

Question 3

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Direct marketing currently accounts for about __________ of the total U.S.gross domestic product.

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "J" is referred to as _________.

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include:

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

A marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8%,GM's ratio was 4.5%,and the auto industry average was 3.2%.She then realized

Which of the following statements about advertising is most accurate?

Which of the following is the best approach to promotion budgeting?

Throughout the past 50 years,the Mountain Dew experience has had three dimensions: a do-it-yourself ethic,an operating-outside-the-mainstream perspective,and __________.

The European Union passed a consumer privacy law,called the __________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Which of the following weaknesses is associated with sales promotions?

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a) __________.

The information sent by a source to a receiver during the communication process is referred to as ___________.

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

A __________ consists of a response and feedback.

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Which of the following statements about advertising is most accurate?

Each year,advertisers spend millions of dollars during the Super Bowl half-time show.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the half-time festivities,many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of __________,which inhibits effective communication.