Module 10 in ESMARK - Integrated Marketing Communications

Which of the following is a form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?

• Sales Promotion

• Discounts

• Advertising

• Public Relations

What is the short-term incentive to encourage the purchase or sale of a product or service?

• Public Relations

• Advertising

• Sales Promotion

• Discounts

What involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events?

• Special events

• Press releases

• Public Relations

• Sponsorships

What is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships?

• Sales presentations

• Personal Selling

• Trade shows

• Incentive programs

Which of the following involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships?

• Social Media

• Kiosks

• Telemarketing / Email / SMS

• Catalog

What is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands?

• Personal Selling

• Public Relations

• Integrated Marketing Communications

• Sales Promotion

What are the steps in developing an effective integrated communications and promotion program?

• Determine the communication objectives

• Identify the target audience

• Choose the media through which to send the message

• Design a message

What are the stages consumers normally pass through on their way to a purchase, including awareness, knowledge, liking, preferences, conviction, and, finally, the actual purchase?

• AWARENESS

• KNOWLEDGE

• PREFERENCE

• LIKING

What is an appeal or theme that will produce the desired response?

• Moral appeal

• Rational appeal

• Message content

• Emotional appeal

What is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly?

• Major media

• Events

• Emerging Digital Media

• Atmospheres