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Exam 15: Integrated Marketing Communications

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Question 71

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Demand for a product category rather than for a specific brand is called primary demand.

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Question 72

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One positive aspect of promotion is that it informs consumers about products so they can make more intelligent buying decisions.

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Question 73

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Scenario 15.1 Use the following to answer the questions. When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends and through social media. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. -Refer to Scenario 15.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in

_____________ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

When a firm uses mass communication, feedback is rapid.

A marketer uses new introductory promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Discuss the impact that social media has had on the strategy for promotion.

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

You work for a company that is marketing a new line of bathing suits. These bathing suits have a unique style that differs from other bathing suits, and you want to spread awareness among consumers and spark their interest. The bathing suit will be sold in stores nationwide. Probably the best promotion mix elements to use in your integrated marketing communications strategy are

Quizno's is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Quizno's use of the ____ elements of the promotion mix.

A marketer's use of _____________ tends to be less consistent.

Promotion helps consumers because it

Product placement in television shows is becoming increasingly important due to

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand.

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication.

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.