BBB IMC 3

Sales promotions include all of the following except

• A.
  coupons.
  

• B.
  rebates.
  

• C.
  online ads.
  

• D.
  point-of-purchase displays.
  

• E.
  free samples.

Compared to mass media advertising, a key advantage of direct marketing is

• A.
  it allows for personalization of the message.
  

• B.
  it reaches a larger audience.
  

• C.
  it involves face-to-face contact.
  

• D.
  it uses the rule-of-thumb budgeting method.
  

• E.
  it is used almost exclusively for B2B marketing.

In recent years, the component of IMC that has received the greatest increase in aggregate spending is

• A.
  media advertising.
  

• B.
  direct marketing.
  

• C.
  public relations.
  

• D.
  sales promotions.
  

• E.
  publicity.

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

• A.
  sales promotions.

• 
  B.
  advertising.

• 
  C.
  public relations.

• 
  D.
  price reductions.

• E.
  direct marketing.

Cora will be a bridesmaid next summer, and has purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

• A.
  sales promotions

• 
  B.
  media advertising

• 
  C.
  direct marketing

• 
  D.
  personal selling

• 
  E.
  public relations

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

• A.
  media advertising.

• 
  B.
  publicity.

• 
  C.
  public relations.

• 
  D.
  sales promotions.

• 
  E.
  direct marketing.

A major factor contributing to the growth in the use of direct marketing IMC efforts is

• A.
  reduced government regulation of deceptive advertising practices.

• 
  B.
  expanded use of personal selling.

• 
  C.
  a shift from objective-and-task to rule-of-thumb budgeting.

• 
  D.
  increased use of credit and debit cards, and online shopping by consumers.

• 
  E.
  the reduction in IMC noise, allowing for a decreased lagged effect.

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased . . ." This is an example of

• A.
  mass media advertising.

• 
  B.
  publicity.

• 
  C.
  public relations.

• 
  D.
  sales promotions.

• 
  E.
  direct marketing.

Public relations is the component of IMC that

• A.
  supports other promotional efforts by generating "free" media attention.
  

• B.
  has received the greatest increase in spending.
  

• C.
  converts mass media advertising into direct marketing.
  

• D.
  most effectively uses IMC encoding.
  

• E.
  generates the most gross rating points.

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?

• A.
  corporate blog

• 
  B.
  faxed newsletter

• 
  C.
  Super Bowl ad

• 
  D.
  corporate website

• 
  E.
  Twitter