Question 1

Why are employees of a firm potentially its best and most trusted brand and message ambassadors?

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Question 2

What kinds of decisions are involved in developing and executing IMC strategy?

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Question 3

Buy-one, get-one-free is an example of ___________________________.

Accepted Answer

Buy-one, get-one-free is a type of multiple purchase offer, where the customer must purchase one product to get a second one for free.

Question 4

Define and list the advantages of Public Relations.

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Question 5

Paul needs very precise audience selection to reach his market of antique cigar ashtray collectors._____________ media is the best choice.

Accepted Answer

Magazines offer the most precise audience selection and targeting options compared to other traditional media options. Paul can choose specialized magazines that cater to antique collectors or specifically cigar ashtray collectors to reach his target market. This ensures that he is reaching people who are most likely interested in his product, maximizing the effectiveness and ROI of his advertising efforts. Television, newspaper, and billboard advertising would likely have a broader reach and not be as effective at targeting Paul's niche audience.

Question 6

Crest toothpaste is in the maturity stage of the product life cycle.What promotion mix decisions would be best?

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Question 7

If I need the most precise audience selection, ___________________ media is best.

Accepted Answer

Magazines allow for targeted audience selection based on specific interests and demographics, providing more precision compared to other media options listed.

Question 8

Amanda needs a media that gives the multiple sensory impact to demonstrate the offerings of her new day spa.______________________ media would be her best choice.

Accepted Answer

Television allows for visual and auditory stimulation, providing a more immersive and impactful experience for viewers. It also allows for the use of music and sound effects to enhance the sensory experience.

Question 9

Define sales promotion and list the advantages of using it in a promotional campaign.

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Question 10

List the pros and cons of appropriate metrics to judge the success of a promotional campaign.

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Question 11

Newspapers are effective because ___________________________________.

Accepted Answer

Newspapers are considered effective primarily because they are a highly respected media, known for their credibility and in-depth reporting.

Question 12

Sharon needs to reach the 18-25 demographic for her tattoo parlor.______________________ media is the best media for her needs.

Accepted Answer

The 18-25 demographic is known to heavily rely on the internet for information and entertainment. Advertising on social media platforms like Instagram and Facebook can effectively reach this audience, as well as having a website with information about the tattoo parlor and its artists.

Question 13

Angus Promotions, Inc.is just launching its screen-printing business.Which is the best goal for their promotion campaign and why?

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Question 14

The ______________ element of the promotion mix is the most effective in generating action.

Accepted Answer

Sales promotion is specifically designed to generate action or a response from the consumer, such as making a purchase or trying a new product. It includes tactics such as coupons, discounts, and free samples, which are all aimed at motivating the consumer to take action. While the other elements of the promotion mix can also be effective in building awareness and interest, sales promotion is the most effective in generating immediate action.

Question 15

Coca-Cola cups sitting on the desk of the American Idol judges is an example of __________________________.

Accepted Answer

Product placement is the practice of including a brand's products or services in a television show, movie, or other forms of media in exchange for payment or promotional consideration. In this case, Coca-Cola cups are visible on the desk of the American Idol judges, serving as a subtle advertising tactic to promote their product.

Question 16

Compare personal selling to sales promotion.List at least three differences between them.

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Question 17

Which parts of the promotional mix are best for reaching a mass audience?

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Question 18

One benefit of magazine advertising is ______________________________________.

Accepted Answer

Magazines often have a longer shelf life because they are kept for a longer period, allowing ads to be seen multiple times.

Question 19

Contrast the focus of the promotional mix elements between a push and a pull strategy.

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Question 20

You need to design a message for "Breast Cancer Awareness", which is the best category of promotional appeal and why?

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Quiz 17: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations