Lesson 13: Integrated Marketing Communication

Integrated marketing communication includes the use of all of the following components except

• advertising.

• public relations.

• direct marketing.

• mass marketing.

The new marketing communications world is applying the use of

• interactive messages sent to target groups of consumers.

• more television commercials aired during popular shows and events.

• Internet technology to reach consumers more personally.

• online social networks to reach certain demographics.

Which of the following is not a benefit of using advertising to promote a product or service?

• offers a low cost per exposure

• is able to reach huge audiences

• adds legitimacy to a product

• is personal and persuasive

The most familiar and visible element of the promotion mix is

• advertising.

• personal communication.

• sales promotion.

• public relations.

Which of the following is not a factor that is changing the face of today’s marketing communications?

• Consumers are better informed and can use the Internet to seek information.

• Communications technology allows customers and companies to communicate with each other.

• Mass marketing is becoming more attractive to consumers.

• Marketing strategies are becoming more focused to markets.

The purpose of integrated marketing communication is to

• deliver a consistent message about the organization or brand through multiple channels.

• ensure that multiple types of marketing pieces are targeted to the appropriate market.

• advertise a brand to multiple market segments using mass-marketing techniques.

• send e-mails and texts, and use the organization’s website to share special product offers.

Which of the following is a limitation to advertising?

• It uses mass media to reach consumers.

• It lacks credibility with most consumers.

• It fails to reinforce the brand identity.

• It lacks persuasiveness among consumers.

Employees from Monica’s favorite restaurant were at the mall handing out coupons for a free sandwich. The coupon was only good for the following day, between 11:00 a.m. and 2:00 p.m. The coupon illustrates using _____ for marketing.

• sales promotion

• personal selling

• public relations

• advertising

Neal received a postcard from his favorite hotel offering him a discounted room rate on his next stay. The postcard mentioned his last stay, and offered him a special “loyal customers only” phone number to use to make future reservations. This postcard is an example of a ____________ strategy.

• personal selling

• sales promotion

• advertising

• direct marketing

Ellen went to play golf last week at her favorite course. As she was approaching the first hole, she noticed something different about the flag. When she got closer, she noticed that the flag was advertising a new bistro that had just opened up in town. This advertising scheme is an example of ________ marketing.

• viral

• direct

• guerilla

• sales