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Exam 16: Integrated Marketing Communications

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Question 31

Multiple Choice

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A common form of tactile communication in U.S. business activities is

A) hugging.
B) kissing.
C) handshaking.
D) eye contact.
E) head nodding.

F) All of the above
G) C) and D)

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Question 32

Multiple Choice

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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

A) facilitate reseller support.
B) reduce sales fluctuations.
C) combat competitive promotional efforts.
D) encourage product trial.
E) retain loyal customers.

F) A) and E)
G) B) and E)

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Question 33

Multiple Choice

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Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

How does sales promotion differ from promotion in general?

Promotion can help keep prices lower because

When a salesperson varies the physical distance between himself and a customer he is using

The use of a pull policy may require heavy expenditures for

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

If a pull policy is to be used in promoting a product, the firm

Effective management of integrated marketing communications is based upon

A small percentage of promotion efforts are fraudulent.

The absolute dollar outlay for advertising is usually low.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

What is integrated marketing communications? Explain its purpose.

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

Scenario 16.1 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. After a few weeks, then 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 16.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to