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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 61

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A pull strategy occurs when:

A) a manufacturer blitzes its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B) a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C) a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D) a manufacturer directs the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.

E) B) and C)
F) All of the above

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Question 62

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A pull strategy refers to

A) when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B) when a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C) directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D) directing the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.

E) A) and B)
F) B) and C)

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Question 63

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The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

For a message to be communicated effectively,the sender and receiver must have a mutually shared:

The product characteristic that provides the greatest contrast between a Gulfstream private jet and a bottle of water is:

The first aspect of the Dewmocracy Campaign was for consumers to:

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ for the information in the Cheez Whiz advertisement is Kraft Canada,its manufacturer.

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

An ad for Visible Lift makeup by L'Oréal informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.Marcia did not see the ad because she is 18 years old and has flawless skin.In terms of the communication process,the fact that Marcia has no need for the product acted as:

All of the following were aspects of Cadbury's Dairy Milk Bubbly IMC campaign,except:

Which promotional element is particularly important to business buyers?

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk,they are using which channel strategy?

Which of the following was not a stage of the Dewmocracy 2 Campaign?

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

A new start-up needs to solidify their distribution channels for a new product.Considering they are in the growth stage of the product life cycle,which promotional element would they most likely use?

All of the following are examples of sales promotion,EXCEPT:

Which of the following statements about executing and evaluating the promotion program is true?

L'Oréal created an advertisement for its Visible Lift makeup.In terms of the communication process,the _____ in the ad for Visible Lift makeup informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Describe how social media can be used effectively during the three stages of the promotion decision process.