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Exam 1: Advertising and IMC Today

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Question 21

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What is the role played by the interactive media in the advertising communication process?

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The interactive media allows consumers t...

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Question 22

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A(n) _____ is one in which the salesperson or company contacts customers from time to time with suggestions about improved product use or helpful new products.

A) reactive relationship
B) accountable relationship
C) partnership
D) basic transactional relationship
E) proactive relationship

F) None of the above
G) A) and C)

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Question 23

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_____ is used around the world by governments and nonprofit organizations to seek donations, volunteer support, or changes in consumer behavior.

The primary benefit of focusing on relationships is:

According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?

No amount of advertising can win back a customer lost from shoddy products or poor service.

What is noise in the communication process?

What are the various brand message sources in the integration triangle developed by Duncan and Moriarty?

Of all the business functions, _____ is the only one whose primary role is to bring in revenue.

Companies aim trade advertising at resellers to obtain greater distribution of their products.

IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.

Companies aim _____ at resellers to obtain greater distribution of their products.

A bargain barn in the suburbs of Philadelphia placed an ad in the local newspaper to attract consumers with heavy discounts over the Thanksgiving weekend. But, most people missed the ad owing to a spate of promotional ads placed by a newly-opened pizzeria in the same locality. The ads of the pizzeria were colorful and attractive which distracted many potential consumers of the bargain barn. Consequently, there was much less footfall over the Thanksgiving weekend in the bargain barn than expected. The ads of the local pizzeria served as _____ for the bargain barn.

Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.

Of all the business functions, marketing is the only one whose primary role is to bring in revenue.

According to Kotler and Armstrong, what are the five levels of relationships that can be formed between a company and its various stakeholders?

Which of the following refer to traditional promotional messages?

A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____.

Define integrated marketing communications.

The implied consumers are people in the real world who make up the ad's target audience and who critically evaluate the arguments made by the ad.