The promotional mix consists of communication tools that include advertising, personal selling, sales promotion, direct marketing, and __________.
Integrated marketing communications (IMC) is
|A)||the process of conveying a message to others.|
|B)||the two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision.|
|C)||a form of communication management that seeks to influence the feelings, opinions, or beliefs held by stakeholders about an organization and its products or services.|
|D)||the concept of designing marketing communications programs that coordinates all promotional activities to provide a consistent message across all audiences.|
|E)||is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.|
When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and the message is now targeted at the 18 to 34 year old age group. In terms of the communication process, the _________ would encode the message.
|E)||field of experience|
For a message to be communicated effectively, the sender and receiver must have a mutually shared __________.
|C)||channel of communication|
|E)||field of experience|
Which element of the promotional mix has the inherent weakness of high absolute costs and difficulty in receiving good feedback?
When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the organization benefits from __________.
|E)||a public service announcement|
At which stage in the product life cycle would a company's promotional objective most likely be to increase the level of consumer awareness?
Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to
|A)||create product category awareness.|
|B)||differentiate one type of dessert from another.|
|C)||create selective distribution channels.|
|D)||reposition cake mixes.|
|E)||remind buyers of the marketer's and its brand's existence.|
Like many consumer products manufacturers, Hallmark Cards provides its retailers with case discount allowances of 10 percent to induce them to carry its products. In this example, Hallmark uses a __________ strategy.
The best approach to promotion budgeting is the __________ budgeting method.
|A)||percentage of sales|
|D)||objective and task|