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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 81

Multiple Choice

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L'Oréal created an advertisement for its Visible Life makeup.The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

A) communication channel.
B) message.
C) decoder.
D) source.

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Question 82

Multiple Choice

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Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

A) advertising
B) personal selling
C) sales promotion
D) publicity

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Question 83

Multiple Choice

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After reading the daily newspaper,the restaurant owner said,"The owner of Fellini's House of Noodles ran a quarter-page ad in today's paper.We'll just have to find enough money to run our own ad day after tomorrow." What budgeting technique is the restaurant owner most likely using?

Experts suggest that today's marketplace could be described as the:

A rapidly growing trend in marketing communications is:

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions.When promoting the product,Albert must be aware of how each of the following affect(s) which promotional elements should be used EXCEPT:

Like many consumer products manufacturers,Frito-Lay gives its resellers discounts to encourage them to carry and promote its products.When doing so,Frito-Lay uses a(n) _____ strategy.

Which of the following would be LEAST likely to be used for mass selling?

Personal selling is:

An advantage of publicity is its:

Which form of promotion budgeting most closely relates to the marketing concept?

Figure: 16-1 -In Figure 16-1,the position labeled "E" is referred to as __________.

Advertising is:

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy.These messages are often:

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app) ,that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _______________ and ______________.

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ for the information in the "Smart is in" advertisements is Hyundai,its producer.

Figure: 16-1 -In Figure 16-1,the position labeled "D" is referred to as __________.

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you demonstrated the efficacy of Crest's:

Johnny calls Evan to discuss the latest happenings in the hockey game.'The latest happenings in the hockey game' would be considered which part of the communication process?

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?