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Exam 15: Developing Integrated Marketing Communications

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Question 51

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Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

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verified

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Question 52

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Newspapers, magazines, television, radio, direct mail, and out-of-home displays are all examples of advertising media.

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Question 53

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Mercedes-Benz's management of a Facebook fan page as well as a YouTube channel displays the company's utilization of

Which of the following is not a public relations tool?

R&P Inc. R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc. If the managers at R&P were interested in implementing the most widely used type of publicity, they should utilize which of the following?

The first step in personal selling is to reach potential buyers and to choose the most likely prospects.

Lisa is in charge of maintaining good relationships between her organization and local government, business leader groups, and the general public. Lisa's responsibilities can be called

Procter & Gamble wants to introduce a new laundry detergent in the national market. The company buys television exposure that guarantees that its message will be broadcast through hundreds of television stations. P&G is buying

R&P Inc. R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc. R&P management knows that ____ is the most effective and least expensive means of communicating product information to a large number of individuals and organizations.

Ryan Witz sells vacuum cleaners door-to-door. After showing Mrs. Davis several models and demonstrations, Ryan can tell she is hesitant but interested. Which trial closing is Ryan likely to use to ensure a sale?

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

SME Ads Inc. (SME) Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success. -Refer to SME Ads Inc. In developing the advertising campaign for a client, in which of the following steps should SME include the important selling points or features of the client's products?

How does immediate-response advertising differ from reminder advertising?

As you are browsing the Internet, you open the website for Forbes.com to find an article for class. As the website is opening, an advertisement for IBM opens up on your screen. This is a(n)

David believes that all promotional activities should be completely eliminated. What commonly held misconception does David likely have about promotion?

Merck & Co., Inc., a pharmaceutical manufacturer, wishes to promote its products to retail pharmacists, physicians, and hospitals. Merck should recruit

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels. This article is an example of

Advertising that is used to promote a particular brand is called ____ advertising.

What are the four primary elements in an organization's promotion mix? Briefly describe each of the elements.

Any nonpersonal promotional message that is paid for by an identified sponsor and directed to a selected audience is called