Question 1

Discuss the integrated marketing communications (IMC)concept and why is it needed.What are the reasons for its growing popularity?

Accepted Answer

The answer of Discuss the integrated marketing communications (IMC)concept and...

Question 2

In the _____ of the product life cycle,the promotional strategy is to emphasize the product's differential advantage over the competition.

Accepted Answer

During the growth stage, the focus is on differentiating the product from competitors to capture a larger market share as sales increase.

Question 3

Which of the following is part of a pull strategy?

Accepted Answer

A pull strategy involves creating demand at the consumer level, often through advertising and promotions, to encourage consumers to request the product from retailers.

Question 4

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Accepted Answer

A pull strategy involves promoting products directly to end consumers or opinion leaders to create demand, encouraging them to request the products from retailers.

Question 5

Print advertising does not involve using the Internet.

Accepted Answer

The answer of Print advertising does not involve using the...

Question 6

Pride Apparel is a firm that designs and manufactures women's clothing and accessories.It sells its merchandise to retailers without further involvement.Given this information,which of the following statements is true of Pride?

Accepted Answer

Pride Apparel sells its merchandise to retailers, who then sell to consumers. Therefore, the retailers are responsible for convincing consumers to buy Pride's products.

Question 7

Push strategy stimulates consumer demand to obtain product distribution.

Accepted Answer

A push strategy involves promoting products by pushing them onto consumers, often through trade promotions and personal selling to retailers, rather than stimulating consumer demand directly.

Question 8

Advertising is increased as a product enters the decline stage of its life cycle.

Accepted Answer

Advertising is typically reduced during the decline stage of a product's life cycle as companies focus on minimizing costs and may phase out the product.

Question 9

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Accepted Answer

The increasing popularity of integrated marketing communications is due to the need to target more selectively segmented markets, as opposed to the broad market groups of the past. This approach ensures a consistent message across various channels to effectively reach these specific segments.

Question 10

Which of the following is true of social media?

Accepted Answer

Social media platforms are effective for gaining attention, reaching large audiences through viral content, and engaging customers to maintain brand interest.

Question 11

Advertising,and sales promotion are the most productive promotion tools to use for routine decisions.

Accepted Answer

Advertising and sales promotion are two of the most effective promotion tools for routine decisions because they can reach a large audience quickly and efficiently.

Question 12

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Accepted Answer

Sales promotions are designed to create a sense of urgency and excitement, which can lead to increased desire and purchase intent.

Question 13

According to the AIDA model,which of the following is the first step in the purchase-decision process?

Accepted Answer

Attention is the first step in the AIDA model, which stands for Attention, Interest, Desire, and Action.

Question 14

During the _____ of the product life cycle,the basic goal of promotion is to inform the target audience that a product is available.

Accepted Answer

During the introduction stage of the product life cycle, the primary goal of promotion is to inform potential customers about the new product and its availability.

Question 15

Which of the following illustrate a difference between a push strategy and a pull strategy?

Accepted Answer

In a push strategy, the focus is on promoting products to wholesalers and retailers to push them through the distribution channels, while a pull strategy targets end consumers to create demand that pulls the product through the channels.

Question 16

Discuss the concept of AIDA and its relevance for marketers.

Accepted Answer

The answer of Discuss the concept of AIDA and its...

Question 17

Which of the following statements is characteristic of social media?

Accepted Answer

Social media platforms typically have a very low cost per contact, allowing businesses to reach a large audience at a minimal expense.

Question 18

Which of the following statements is true of buying decisions?

Accepted Answer

Print advertising can provide detailed information and comparisons, which is useful for consumers making high-involvement purchase decisions that require more thought and information.

Question 19

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Accepted Answer

Print advertising can reach a wide audience, including those who may not be easily targeted through digital means, by being placed in publications that cater to specific interests or demographics.

Question 20

Which of the following refers to a careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer?

Accepted Answer

Integrated marketing communications is the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.

Quiz 15: Marketing Communications