Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

What are the five major promotion tools that constitute a company's promotion mix, also known as its marketing communications mix?

According to the text, what is the core idea behind Integrated Marketing Communications (IMC)?

Which of the following is NOT one of the major factors changing the face of today's marketing communications, as described in the chapter?

What is the role of a content marketing manager in the new marketing communications environment?

In the communication process model, what is the term for the process of putting thought into symbolic form, such as an ad agency assembling words and illustrations for an advertisement?

What are the six stages of buyer-readiness that consumers normally pass through on their way to a purchase?

According to the AIDA model, a good marketing message should achieve which four outcomes?

What are the three types of appeals a marketer can use when developing message content?

What is buzz marketing?

Which method of setting a promotion budget is described as setting the budget at the level management thinks the company can afford, often used by small businesses?

What is the primary drawback of the percentage-of-sales method for promotion budgeting?

A promotion strategy that uses the sales force and trade promotion to move a product through marketing channels to final consumers is known as a:

What is the primary purpose of socially responsible marketing communications, according to the chapter's discussion on advertising and sales promotion ethics?

According to the text, Unilever, one of the world’s largest advertisers, spends as much as one-quarter of its dollar 8 billion global marketing budget on digital media. How much does Unilever spend on digital media?

What does the text identify as the most logical, but also the most difficult, method for setting the promotion budget?

In the Snickers campaign, the tagline 'Snickers satisfies' is an example of what?

What is the definition of advertising as one of the five major promotion tools?

According to the chapter, by the year 2020, what is the estimated percentage of all ad spending that TV will capture?

The chapter describes Lowe's 'Fix in Six' campaign, which features dozens of six-second looping videos showing quick-fix solutions to home-improvement problems. This campaign was primarily distributed on which social media platform?

The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent, is known as:

In the General Mills 'Love Cereal Again' campaign, what was the primary communication objective?

Presenting only the product's strengths in a message is a one-sided argument. When is it generally more effective to use a two-sided argument that also admits the product's shortcomings?

Which of the following is an example of a nonpersonal communication channel?

What is the primary characteristic of a 'pull' promotion strategy?

According to the FTC's three-day cooling-off rule, under what circumstances can customers cancel a contract or return merchandise for a full refund within 72 hours?

In the Pokémon Go case study, what was the primary promotional strategy used for its launch?

According to a survey mentioned in the chapter, what percentage of advertisers and their agencies are planning video ad campaigns that stretch across multiple viewing platforms like TV and digital media?

What does the text describe as a major flaw in the competitive-parity method of budget setting?

The Snickers 'Hunger Bar' wrappers, which feature labels like 'Cranky' or 'Goofball,' are an example of integrating the campaign message into which element?

What is the primary difference between personal and nonpersonal communication channels?

What is the primary characteristic of a message using a rational appeal?

What is the definition of public relations (PR) as a promotion tool?

An advertisement for the eco-friendly household product maker Method features the slogan 'People against dirty.' This campaign initially used zero ads in traditional media, instead relying on brand videos on YouTube and a major presence on social media. This approach is an example of what?

Unilever now spends as much as one-quarter of its global marketing budget on digital media. In countries such as the United States and China, what portion of its marketing budget does digital media account for?

What is the key idea behind a 'moral appeal' in advertising?

What is the primary advantage of public relations (PR) over advertising?

When marketers create paid ads that are designed to look and function like the other natural content surrounding them on a website or social media platform, what is this practice called?

The advertising execution style that shows one or more 'typical' people using the product in a normal setting is known as:

What type of advertising is characterized by short-term incentives to encourage the purchase or sale of a product or service?

In the chapter's example of the Snickers 'You're not you when you're hungry' campaign, the ad featuring Danny Trejo as Marcia from the Brady Bunch was for which major event?

The one-minute 'Clash of Clans: Revenge' Super Bowl ad starring Liam Neeson cost how much for media time alone?

Which company does the chapter cite as a user of a pull strategy for its Axe grooming products, promoting them directly to its young male target market?

The practice of creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels is called what?

What does a message's 'format' refer to in the context of designing marketing communications?

How much more per year, in billions of dollars, do U.S. firms spend on personal selling compared to advertising?

The concept of video convergence, as described in the text, refers to combining which two elements?

The text mentions Google's 'Made with Code' campaign, which spent 50 million dollars to encourage young girls to pursue science and technology careers. This is an example of what?

What is the key difference between business-to-consumer (B-to-C) and business-to-business (B-to-B) promotion mix strategies?

How many countries has the Snickers 'You’re not you' campaign been run in?

Which of the following best describes the practice of 'bait-and-switch' advertising?