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Exam 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing

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Question 41

Multiple Choice

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The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as

A) average frequency.
B) reach.
C) noise.
D) frame rate.

E) A) and B)
F) All of the above

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Question 42

Multiple Choice

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Which of the following is not true of the strategic goal of retaining customers?

A) It costs far more to retain an existing customer than to attract a new customer.
B) Loyal customers are a major asset for every business.
C) Marketing communications can support efforts to create value for existing customers.
D) Interactive modes of communication play an important role in retaining customers.

E) B) and C)
F) All of the above

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Question 43

Multiple Choice

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Objectives of sales promotion, when directed at consumers, include all of the following except to

The ultimate objective of the business advertiser is to

Which of the following trade promotions would be least likely to have the desired effect on the owner of a small shoe boutique?

Which of the following is a personal form of communication?

A product is advertised on a popular radio channel and is targeted at office goers driving back from work in the evening. However, due to traffic and other distractions, some of the ads message gets lost. In terms of the communication process this hampering of communications is an example of

Unilever markets Snuggle fabric softener. It uses the image of a soft bear named Snuggle in television and print ads for the fabric softener. Replicas of the Snuggle bear were used as a sales promotion by using the pictures of the cute bear on T-shirts. The Snuggle bear is also used extensively on the product's web site. In addition, the Snuggle bear was used as the spokesperson for a children's literacy campaign sponsored by Snuggle fabric softener. Unilever has an integrated marketing approach and is focusing on

Customers being offered regular trial sizes of the product either free or at a nominal price relates to which of the following form of consumer promotions?

This involves aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product.

Which of the following pertains to price deals as a form of consumer promotion?

If a product is a new complex technology that requires a great deal of explanation, the promotional mix will most likely focus heavily on _____ so that potential buyers can have their questions answered.

Which of the following promotional tool is the least likely to produce comprehension among potential buyers?

Rebates and refunds are a form of consumer promotion where

As Ted strolled through the mall, a market researcher stopped him and asked to him list all the brands of candy bars he could think of in thirty seconds. Ted was then given the advertising slogan that was used in some candy bar ads and asked to match the slogan to the candy. The interviewer was most probably conducting a(n)

Which of the following statements about trade sales promotions is true?

Over the past two decades, the popularity of sales promotion has been increasing due to

Building relationships with wholesalers and retailers would pertain to which of the following strategic goals of marketing communication?

Which of the following is not an advantage of advertising through newspapers?

A traditional approach to marketing communications