mkt301 week 7 quiz latest 2015 december

IMC integrates all of the product features and benefits into a compelling message.

IMC identifies the basis for the sale to the right target market.

IMC creates a visually exciting and compelling message that can be used in both advertising and public relations.

IMC delivers a clear, consistent, and compelling message about the offering that consumers can understand however they are exposesd to the message.

communicating messages that are designed to be received wherever a customer might be located.

communicating messages that can have multiple meanings depending on the receiver.

communicating messages on billboards seen by the target market on their way to work.

communicating messages via cell phones or other mobile devices.

personal selling

promotion objectives

sales promotion

public relations

The choice of a push or pull strategy depends on the manufacturer.

A push strategy is more aggressive than a pull strategy.

The choice between push or pull strategy depends on the marketing communications budget.

Push is communication aimed at the end user and pull is communication aimed at the trade.

your time.

your promotion budget.

frequency.

reach.

public relations

sales promotion

professional selling

QVC network

Extensive advertising campaign in all major daily papers and network television

Offering deep discounts on the new product to penetrate the market before competitors can copy the Apple technology.

A media event attended by all major networks and trade press

Educating Apple sales representations on the new product so they can explain it to their customers

advertising

sales promotion

public relations

direct marketing

feedback

media

encoding

noise

the 'pitch' used in the sales presentation.

the reason why the consumer should buy the offering based on the benefits he will receive to fill his needs.

the uniqueness of the salespeople needed to sell a product.

the unique method used to place the product on the shelf.

building primary demand.

the AIDA model.

minimizing the promotion budget.

building selective demand.

Public relations helps companies support their customer relationships and sales efforts by building rapport with customers, generating excitement for the offering, and supplementing other sales efforts.

Public relations is free advertising that companies with minimal promotion budgets can use to sell their product.

Public relations is necessary to create awareness for an offering because if the media likes it so will the consumers.

Public relations involves convincing the media to say good things about an offering without having to pay for expensive traditional advertising or go through the effort of utilizing online media.

Beause sales promotions should only be done around major holidays

Because sales promotions make the offering look cheap and you only want to have discounts in certain times of the year to stimulate short term sales

Because sales promotions cost the company too much money and brings them too close to their breakeven point negatively affecting their profit goals.

Because sales promotions should stimulate sales by giving the customer who has a positive attitude for the product but has not taken action a time constricted inducement to buy the offering.

percentage of last year's sales method

affordable method

objective and task method

competitive parity

Some promotion mix tools such as traditional advertising may be too expensive for the company's limited financial resources, so it can't be included in the promotion mix even if it is the best tool for achieving a promotion objective.

Large marketing communications budgets means the company can shotgun their messages knowing they will eventually reach all members of a target audience.

The promotion budget drives all marketing communications decisions.

Small marketing communications budgets means the company can't do anything except less expensive public relations.