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Exam 15: Developing Integrated Marketing Communications

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Question 91

True/False

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A premium is an industry-wide exhibit at which many sellers display their products for promotion.

A) True
B) False

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Question 92

Multiple Choice

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Gary-Wheaton Bank is increasing its number of branches and expanding banking services in the Chicago suburbs. Management wants to advertise in Time because it offers ___ editions.

A) segment
B) regional
C) geographic
D) zone
E) statewide

F) D) and E)
G) C) and E)

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Question 93

Multiple Choice

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Brenda is a real estate agent for Coldwell Banker. Whenever she works with a client, she focuses on obtaining leads for prospective clients who are friends or families of her current client. Brenda is acting in her capacity as a(n)

Promotional campaign objectives can create awareness of a new product.

If Jeans Inc. wants to ensure that customers receive a consistent message about its product, it should use the concept of

The least expensive of the sales promotion techniques is a premium.

When a retail store such as Sears offers a one-day promotion for an extra 15 percent off to customers holding a charge account with them, it is attempting to

Over the last few years, advertising revenues of magazines have been declining dramatically.

Production companies, research organizations, media firms, and commercial artists are just a few of the people involved with executing an advertising campaign.

The first step in developing an advertising campaign is to

You are in charge of advertising for a golf course in the Southwest. The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method. You feel obligated to warn him that newspaper advertising

The combination of promotion methods that a firm uses to reach a target market is called advertising.

Margarita Smith, ad campaign manager for Coca-Cola, is making final changes to the content of an ad's message. She is talking with network distribution companies about when the ad will air, and she is discussing expected effects of the ad on consumers with commercial artists. Thus, she is in which stage of the ad campaign development process?

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Laws intended to decrease intentionally deceptive promotion have been unhelpful and ineffective.

Bloom's: Knowledge Promotion has been blamed on increased consumer prices.

In some situations, a firm may find that no available advertising medium reaches the target market effectively.

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. Which of the following terms refers to the type of advertising SME would use to increase the demand for all brands of a product within a specific industry?

A rotisserie cooker is demonstrated on television. The program lasts 30 minutes and tells consumers why they need a rotisserie cooker and the health and convenience benefits it provides. This is a(n)

Social media is typically a very high-cost advertising medium.