Question 1

Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

Accepted Answer

This trade-in allowance is a type of sales promotion, as it incentivizes customers to upgrade their phones and potentially choose the company's products over competitors.

Question 2

Which of the following is an example of a personal selling communication platform?

Accepted Answer

Sales presentations are a form of personal selling communication platform, as they involve face-to-face interaction between a salesperson and a potential customer. Company blogs, telemarketing, TV shopping, and press kits are not forms of personal selling communication.

Question 3

Which of the following is an example of an interactive marketing communication platform?

Accepted Answer

TV shopping is an interactive marketing communication platform because it allows for real-time interaction between the seller and the buyer, often including live demonstrations, customer call-ins, and immediate purchase opportunities.

Question 4

Which of the following is an example of a word-of-mouth marketing communication platform?

Accepted Answer

Chat rooms are a form of online communication where people can share their opinions, experiences, and recommendations with others, which makes them a prime example of a word-of-mouth marketing communication platform. Billboards, factory tours, incentive programs, and trade shows are not necessarily word-of-mouth marketing communication platforms.

Question 5

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Accepted Answer

Direct marketing involves using mail, telephone, fax, e-mail, or Internet to communicate with specific customers and prospects in order to solicit a response or initiate dialogue. Advertising involves using mass media to communicate with a wide audience, personal selling involves face-to-face interaction with potential customers, public relations involves managing the public image and reputation of a company or brand, and sales promotion involves using short-term incentives to encourage customers to make a purchase.

Question 6

________ refers to the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands they sell.

Accepted Answer

Marketing communications refers to the various methods and channels used by companies to promote their products or services to target audiences. These can include advertising, sales promotions, public relations, direct marketing, and personal selling. The overall goal of marketing communications is to increase brand awareness, interest, and purchase intent among consumers.

Question 7

Which of the following is an example of an events and experiences platform?

Accepted Answer

The answer of Which of the following is an example...

Question 8

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

Accepted Answer

Advertising refers to paid nonpersonal communication through various media platforms like television, newspapers, and billboards by an identified sponsor. Personal selling involves personalized communication with individuals to persuade them to make a purchase. Sales promotion refers to short-term incentives to encourage purchase or sale of a product. Direct marketing involves communicating with customers directly through mail, email, or phone. Public relations involve managing the reputation of a brand or company through communication with the public and media.

Question 9

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Accepted Answer

Personal selling involves face-to-face interaction with prospective customers with the aim of making sales presentations, addressing customer objections, answering questions, and procuring orders. Other elements of the marketing communications mix include advertising (promoting products or services through non-personal channels such as TV, radio, or print media), sales promotion (short-term tactics to stimulate sales such as discounts, coupons, or contests), word-of-mouth marketing (encouraging satisfied customers to share their positive experiences with others), and public relations (managing the reputation of a company or brand through media coverage, events, or sponsorships).

Question 10

Which of the following is an example of a trade promotion?

Accepted Answer

The answer of Which of the following is an example...

Question 11

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Accepted Answer

Sales promotion involves a variety of short-term incentives to encourage trial or purchase of a product or service, such as coupons, samples, contests, and discounts. Advertising, direct marketing, public relations, and personal selling are other elements of the marketing communications mix that serve different purposes.

Question 12

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

Accepted Answer

The element being described is interactive marketing, which involves online activities to engage customers and drive sales. The other answer choices (personal selling, direct marketing, sales promotion, and public relations) do not specifically refer to online activities and programs.

Question 13

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Accepted Answer

Events and experiences refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers. Publicity campaigns, trade promotions, advertisements, and public relations have different objectives and methods of execution.

Question 14

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

Word-of-mouth marketing involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services. Personal selling involves direct personal communication between the salesperson and the customer, while sales promotion involves short-term incentives to encourage immediate purchase. Public relations involves building and maintaining positive relationships with the public and media, while advertising involves paid messages designed to promote a product or service.

Question 15

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

Accepted Answer

Public relations and publicity include programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications. Direct marketing involves direct communication with consumers or businesses, personal selling involves face-to-face communication with customers, advertising involves paid communication through various media channels, and sales promotion involves short-term incentives to encourage purchase or sales.

Question 16

Which of the following is an example of an advertising platform?

Accepted Answer

The answer of Which of the following is an example...

Question 17

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Accepted Answer

Efficiency is important when evaluating communication options as it ensures that resources are being used effectively and efficiently to build brand equity. Popularity, innovativeness, technological sophistication, and novelty may also be important considerations, but they should be evaluated in the context of how efficiently they can help build brand equity.

Question 18

Which of the following is an example of a public relations and publicity communication platform?

Accepted Answer

The answer of Which of the following is an example...

Question 19

Which of the following is an example of a business and sales force promotion?

Accepted Answer

Contests for sales reps are an example of business and sales force promotion as they incentivize and motivate the sales team to achieve better results. The other options listed are examples of consumer promotions.

Question 20

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

Accepted Answer

A communications audit is a review of all the communication tools and messages used by a company to engage with its customers. This includes advertising, public relations, personal selling, and digital marketing efforts. By conducting a communications audit, a company can gain insights into where its marketing communications efforts have been successful and identify areas that are in need of improvement. This can help to inform the development of a comprehensive marketing communications plan.

Quiz 19: Designing and Managing Integrated Marketing Communications

Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

Which of the following is an example of a personal selling communication platform?

Which of the following is an example of an interactive marketing communication platform?

Which of the following is an example of a word-of-mouth marketing communication platform?

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

________ refers to the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands they sell.

Which of the following is an example of an events and experiences platform?

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Which of the following is an example of a trade promotion?

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

Which of the following is an example of an advertising platform?

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Which of the following is an example of a public relations and publicity communication platform?

Which of the following is an example of a business and sales force promotion?

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.