MKT 201 - Chapter 14, 15, & 17 - Intgrd Marketing Communications

Which statement best describes the term 'promotion mix'?

• The promotion mix refers to the collection of sales and promotional techniques that are exclusively focused on digital channels.

• The promotion mix consists of all the different types of promotion that a firm can do.

• The promotion mix is a strategy that only includes short-term tactics like sales promotions and discounts.

• The promotion mix involves the use of media channels only for advertising and promotional content, excluding any personal interactions with customers.

Which of the following statements about advertising is incorrect?

• Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Advertising is solely focused on creating awareness and does not aim to influence consumer attitudes or behavior.

• Advertising is different from other promotional methods because it is paid and non-personal.

• TV advertising is typically targeted to a huge number of people.

Which of the following is not a form of advertising?

• Broadcast

• Print

• Sponsorships

• Outdoor

• Online/Mobile

Which of the following statements about sales promotion is incorrect?

• Sales promotion focuses exclusively on building long-term customer loyalty through continuous discounts and offers.

• Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.

• Sales promotion is common as everyone loves discounts and bargains.

• An example of a sales promotion includes special offers on products, such as buy one get one free.

Which of the following is not a form of sales promotion?

• Sales Discounts

• Coupons

• Displays

• Demonstrations

• Loyalty Card Programs

The quote "personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships" refers to which promotion tool?

• Public Relations (PR)

• Digital and Direct Marketing

• Personal Selling

• None of the above

The quote "building good relations with the company’s various publics by obtaining favorable publicity" refers to which promotion tool?

• Public Relations (PR)

• Digital and Direct Marketing

• Personal Selling

• None of the above

The quote "engaging directly with carefully targeted individual customers and customer communities to both obtain an immediate response and build lasting customer relationships" refers to which promotion tool?

• Public Relations (PR)

• Digital and Direct Marketing

• Personal Selling

• None of the above

Which statement best describes the term 'integrated marketing communications (IMC)'?

• IMC focuses on using only one method of promotion to create a targeted, personalized message.

• IMC uses all 5 methods of promotion consistently to deliver a clear and consistent message.

• IMC relies solely on traditional media such as TV and print to communicate the brand message.

• IMC disregards customer feedback and focuses solely on delivering the company’s message.

Which of the following terms are not part of the communications process?

• Interpretation

• Encoding

• Noise

• Response