Question 1

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

The promotional mix consists of advertising, personal selling, sales promotion, public relations, and direct marketing.

Question 2

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Accepted Answer

The promotional mix refers to the combination of advertising, personal selling, sales promotion, public relations, and direct marketing that a company uses to promote its products or services. Therefore, the best choice is D, as it specifically refers to the combination of these marketing communications alternatives.

Question 3

In a marketing context, the acronym IMC refers to

Accepted Answer

IMC stands for Integrated Marketing Communications, which refers to the coordinated efforts to promote a brand or product through multiple channels and communication tools, such as advertising, public relations, sales promotion, direct marketing, and personal selling. The objective of IMC is to create a unified and consistent message that resonates with the target audience and achieves the desired impact on brand awareness, perception, preference, and loyalty. IMC requires careful planning, execution, and evaluation to ensure that each element of the marketing mix reinforces the others and maximizes the overall effectiveness and efficiency of the campaign.

Question 4

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

The promotional mix refers to the various promotional tools and techniques that a company uses to promote its products or services to prospective customers. It includes advertising, personal selling, sales promotion, public relations, and direct marketing. The promotional mix is a key element of the overall marketing mix, and each element of the promotional mix must be carefully integrated and coordinated to achieve the desired marketing goals.

Question 5

Communication is the process of conveying a message to others and it requires six elements. These elements are ________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

The six elements of communication are the source (sender), a message, a channel, a receiver, and the processes of encoding and decoding.

Question 6

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Accepted Answer

Direct marketing is a communication tool used in the promotional element of the marketing mix, alongside advertising, personal selling, sales promotion, and public relations.

Question 7

By taking the consumer journey and consumer expectations into consideration in the development, integrated marketing communications (IMC) become a key element in a company's ________ strategy.

Accepted Answer

Integrated marketing communications (IMC) focuses on delivering a consistent message across all marketing channels, which is crucial for managing and enhancing the customer experience.

Question 8

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Accepted Answer

Disney uses integrated marketing communications, which involves coordinating various promotional tools and channels to provide a consistent message and achieve marketing objectives.

Question 9

The ________ is used in part to inform prospective buyers about the benefits of the product.

Accepted Answer

The promotional mix is a combination of promotional tools used to inform, persuade, and remind consumers about a product's benefits.

Question 10

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Accepted Answer

The six elements described in the question are all key components of communication, therefore the correct answer is C, communication. Exchange and dialogue could also involve the elements listed, but they do not encompass the entire process described. Advertising does not address the role of the receiver or the processes of encoding and decoding. Feedback is also not a complete answer as it only represents one aspect of the communication process.

Question 11

A primary function of the promotional mix is to

Accepted Answer

The primary function of the promotional mix is to persuade consumers to try a product, which can be accomplished through various tools such as advertising, personal selling, sales promotion, direct marketing, and public relations. While the other options may be secondary functions of the promotional mix, none of them are its primary function.

Question 12

The promotional mix refers to

Accepted Answer

The answer of The promotional mix refers to
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Question 13

Taco Bell developed its #loveandtacoscontest in response to

Accepted Answer

Taco Bell developed the #loveandtacoscontest after hearing that some customers were incorporating Taco Bell into their wedding festivities, prompting the chain to engage with this trend.

Question 14

The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

The promotion element of the marketing mix consists of communication tools such as advertising, personal selling, sales promotion, public relations, and direct marketing.

Question 15

The promotional mix includes which of the following?

Accepted Answer

The promotional element of the marketing mix consists of advertising,personal selling,sales promotion,public relations,and direct marketing.

Question 16

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

Disney uses an integrated marketing communications program (IMC) because it includes using several types of promotional activities to deliver a consistent message. This helps to ensure that all communication efforts are working together to achieve the same objective and create a cohesive message for the target audience.

Question 17

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

The use of the same promotional theme throughout the marketing campaign is an example of integrated marketing communications. Integrated marketing communications involves coordinating and integrating various promotional tools and communication channels to deliver a clear and consistent message about a product or brand to target consumers. In this case, the use of the same theme in the television ad and the offer of the seat cushion to requesters of information creates a cohesive and consistent message about Allegra and its benefits for allergy sufferers.

Question 18

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Accepted Answer

IMC programs aim to deliver a consistent message across all marketing channels and audiences, ensuring that all promotional efforts are aligned and reinforce each other.

Question 19

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Accepted Answer

Taco Bell also recently modified some of its advertising to emphasize that it uses only antibiotic-free chicken and cage-free eggs-attributes that are important to its millennial audience.Special promotions include collaborations with Sony to give Taco Bell diners the chance to win Playstation VR headsets,controllers,and a game gift card;with the NBA to give away free tacos to all store visitors when an away team "steals" a game in the league finals;and with Airbnb to offer a free night in a Taco Bell converted into a living space to promote its Steak DoubleDilla.Taco Bell even revised its 20-year-old logo to a simpler version that it thinks will connect better with young diners.

Question 20

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Accepted Answer

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is known as Integrated Marketing Communications (IMC). It encompasses all communication tools and channels to promote a consistent brand message.

Quiz 15: Integrated Marketing Communications and Direct Marketing