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Exam 14: Integrated Marketing Communications, Advertising, and Digital Communications

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Question 121

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Media selection is a five-step process that includes identifying the target market, matching the target with the appropriate media, estimating necessary media coverage without waste, and a comparison of alternative media options before the final purchase decision is made.

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Question 122

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Match each item to the statement or sentence listed below. a.noise b.advertising c.promotion d.publicity e.sales promotion f.guerrilla marketing g.posttesting h.split runs i.cooperative advertising j.marketing public relations k.media scheduling l.pretesting m.informative advertising n.persuasive advertising o.retail advertising p.missiles q.cross-promotion r.interactive advertising s.sponsorship t.institutional marketing -Setting the timing and sequence for a series of advertisements is called _____.

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Question 123

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Sending varied, diverse promotional messages is considered effective for stimulating and holding customer interest.

Which statement best describes guerrilla marketing?

Match each item to the statement or sentence listed below. a.noise b.advertising c.promotion d.publicity e.sales promotion f.guerrilla marketing g.posttesting h.split runs i.cooperative advertising j.marketing public relations k.media scheduling l.pretesting m.informative advertising n.persuasive advertising o.retail advertising p.missiles q.cross-promotion r.interactive advertising s.sponsorship t.institutional marketing -Paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

Publicity is the aspect of public relations that is most directly related to promoting a firm's products and services.

Promotion is defined as affecting the consumer's purchasing decision through information, persuasion, and influence.

One of the challenging aspects of humourous ads is that what one person finds amusing may not be funny at all to someone else.

Compared to other forms of advertising, outdoor advertising is not subject to clutter.

Discuss fear and humour as types of advertising appeals. Give examples of advertisements that make use of either or both types of appeals.

What is product advertising designed for?

Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the objectives of the promotional program.

How does publicity differ from public relations? List the advantages and disadvantages of both.

An ad promoting skiing in Alberta is an example of product advertising.

The AIDA concept recognizes that the consumers' attention must first be achieved by a promotional message; then they must become interested in what it says. Third, they must discover desire for the product to which it refers (or possibly for more information about it), and finally they must take some sort of action to satisfy that desire.

Pretesting evaluates the likely effectiveness of an advertisement before it appears in the selected medium.

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards. All three of these formats are considered broadcast media.

Magazines can be divided into two broad categories: consumer magazines and business magazines.

Which of the following is one of the tools of advertising pretesting?

What are the components of the promotional mix? Provide a description for each.