Integrated Marketing Communication

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

• Sales promotion

• Advertising

• Direct and digital marketing

• Personal selling

• Public relation

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• direct and digital marketing

• sales promotion

• personal selling

• public relations

• publicity

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

• sales promotion

• direct and digital marketing

• horizontal diversification

• public relations

• advertising

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

• sales promotion

• direct and digital marketing

• advertising

• public relations

• horizontal diversification

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

• integrated marketing communications

• pull strategy

• vertical diversification

• nonpersonal communication channels

• buzz marketing

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

•  decoder

•  media

• encoder

•  communicator

• feedback loop

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?

• designing the message

• choosing the media through which to send the message

• determining communication objectives

• collecting feedback

• selecting the message source

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product. 

•  pull 

•  blitz

• push

•  buzz

• pulse

In most cases, what is the most expensive promotion tool?

•  advertising

•  personal selling

• mass media

• public relations

• publicity

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

• pull strategy

• blitz strategy

• push strategy

• buzz strategy

• pulse strategy