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Exam 15: Developing Integrated Marketing Communications

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Question 21

True/False

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A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five purchases is an example of a premium.

A) True
B) False

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Question 22

Multiple Choice

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Jersey Mike's Sub Shop offers its customers a card to stamp each time they buy a sandwich. When the card is full, the customer can redeem it for a free sandwich. This sales promotion is a

A) buying allowance.
B) frequent-user incentive.
C) coupon.
D) premium.
E) loyalty reward.

F) C) and D)
G) B) and D)

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Question 23

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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 R& P management chose to return a portion of a product's purchase price as a sales promotion method, it would be referred to as which of the following?

A(n) ____ is an extended commercial that may demonstrate a product's features and benefits in detail.

Selective-demand advertising aimed at keeping a firm's name or product before the public is called ____ advertising.

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a

Most local firms use immediate-response advertising.

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. SME recently created advertising for Maruti Automobiles for its new line of cars called Maruti Marvels. Such brand-oriented advertising is called

Sponsoring programs on public television is an example of

When Estée Lauder offers a free gift with a $15 purchase of its product from a retail outlet, it is specifically using what type of promotional technique?

If Levi Co. offers to pay JCPenney to have its jeans included in JCPenney's anniversary sale ad, this would be an example of

Which of the following is not an advantage of magazine advertising?

How do marketers decide the role of promotion in the overall marketing mix?

All of the following except ___ are criticisms of promotion.

When marketers strive to develop an image in buyers' minds of their product relative to the image buyers have of competing products, they are essentially trying to do what?

Communication that is intended to inform, persuade, or remind an organization's target markets about the organization and its products is called promotion.

Which of the following is true about magazine advertising?

Advertising and personal selling make up the entire field of marketing.

Walmart is opening a new store in a shopping mall. It announces a grand-opening sale in the local newspapers. This type of advertising is referred to as ____ advertising.

Order-takers handle repeat sales in ways that maintain positive relationships with customers.