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Exam 8: Integrated Marketing Communications

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Question 21

Multiple Choice

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Which of the following is a reason behind companies' efforts to cut back on trade and other promotions?

A) To force brand-loyal customers to pay unusually high prices when a product is not on special
B) To reward retailers with a portion of the trade allowance money as profit
C) To improve efficiencies in manufacturing and distribution systems
D) To increase a manufacturer's inventories

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Question 22

Multiple Choice

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In which of the following approaches of determining advertising expenditure does the availability of current revenues set the upper limit of the advertising budget?

A) The per-unit expenditure approach
B) The all-you-can-afford approach
C) The competitive parity approach
D) The research approach

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Question 23

Multiple Choice

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For any advertised product, it can be assumed that a point is eventually reached at which additional advertising produces little or no additional sales. This is proof that advertising is:

_____ is an ethical and legal concern associated with public relations.

With regard to determining how much to spend on advertising, which of the following observations is true of the percent-of-sales approach?

_____ refers to the combination and types of nonpersonal and personal communication that an organization puts forth during a specified period.

Price deals are a form of consumer promotion where:

Owing to recent failed campaigns, an established advertising agency is at the risk of reaching bankruptcy. The agency's top-management does not want to release such bad news just as yet as it hopes to recover losses soon. It therefore plans to orchestrate news events to present a false appearance of widespread support for the company's position. This is an example of a legal concern directly related to _____.

Sales personnel failing to disclose product limitations or safety concerns is an ethical and legal concern associated with _____.

The generalist viewpoint about the contribution of advertising to the economic health of a firm is primarily concerned with:

Monarch Inc. manufactures Kuddles fabric softener. The company uses the image of a stuffed bear named Kuddles in television and print ads to promote its product. The bear, which is used for the purpose of sales promotion, also appears on T-shirts and on Monarch's official Website, an online interface that connects the company to its customers. Recently, the Kuddle bear appeared as a spokesperson for a children's literacy campaign sponsored by Kuddles fabric softener. In this scenario, Monarch is combining all the aspects of marketing communication to present a consistent message through _____.

Which of the following is an ethical and legal concern associated with personal selling?

Since nonprofit organizations are by and large prohibited from resorting to advertising, which of following forms of publicity do they rely on such that media donates time for advertising for contributions and donors?

Which of the following sales promotion activities is aimed at middlemen?

When retailers feature brands in their advertisements to attract buyers, they are indirectly or directly supporting _____.

Which of the following is true of the cost per thousand (CPM) measure of efficiency in the advertising industry?

Which of the following is an ethical and legal concern associated with direct marketing communications?

In the context of determining how much to spend on advertising, which of the following statements is true about the per-unit expenditure approach?

From a marketer's perspective, which of the following is a characteristic of direct marketing?

As one of the marketing managers of a retail firm, Katie has to decide the size of the advertising budget for a hair care product, which was a star performer last year but has seen a considerable fall in its market shares recently. To address this problem, Katie decides to implement discounting strategies and focus on short-term profits. Which of the following is Katie's decision most likely to entail?