test Chap015 - Chapter 15 INTEGRATED MARKETING...

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Unformatted text preview: Chapter 15 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Integrated Marketing Communications Make Magic at Disney! (pp. 323-324) 1 2 The Communication Process (pp. 324-325) 3, 5, 6, 7, 9, 11, 13, 14, 17, 18, 21, 22, 23, 27, 29, 31, 162 4, 24, 34 8, 10, 12, 15, 16, 19, 20, 25, 26, 28, 30, 32, 33, 35, 36, 37 The Promotional Elements (pp. 326-328) 41, 42, 53, 56, 57, 61, 62, 64, 67, 73, 82, 165 39, 40, 43, 45, 48, 52, 54, 55, 58, 59, 63, 69, 70, 71, 74, 76, 77, 78, 83, 84, 85, 163, 164 44, 46, 47, 49, 50, 51, 60, 65, 66, 68, 72, 75, 79, 80, 81 Integrated Marketing Communications Developing the Promotional Mix (pp. 329-332) 88, 102, 103, 105, 106, 109, 168 86, 87, 89, 90, 92, 93, 95, 96, 98, 100, 110, 112, 166, 167 91, 94, 97, 99, 101, 104, 107, 108, 111 Developing the Promotion Program (pp. 332-335) 113, 114, 115, 116, 117, 118, 120, 122, 123, 124, 126, 127, 129, 132, 133, 136, 137, 140, 141, 142, 170 119, 138, 143, 144, 145, 146, 147, 148, 169, 171, 172 121, 125, 128, 130, 131, 134, 135, 139, Executing and Evaluating the Promotion Program (pp. 335) 174, 175 149, 173 176, 177 Direct Marketing (pp. 335-338) 153, 154, 157, 151, 152, 158, 159, 178, 179 150, 155, 156, Video Case: Airwalk, Inc. (pp. 339-341) 160, 161, 180 Note: Bold numbers indicate short essay questions. 966 CHAPTER 15 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING MULTIPLE CHOICE QUESTIONS 15-1 CHAPTER OPENING EXAMPLE: DISNEY DEFINITION To celebrate the 100 th anniversary of its founder, Disney used advertising, direct marketing, Internet promotion, and partnerships with other companies. In other words, Disney is using: a. implemented market codes (IMC). b. interactive media convergence (IMC). c. an infrastructure of market customization (IMC). d. integrated marketing communications (IMC). e. integrated media convergence (IMC). Answer: d Page: 323-234 Rationale: The concept of designing marketing communications programs that coordinate all promotional activitiesadvertising, personal selling, sales promotion, public relations, and direct marketingto provide a consistent message across all audiences is referred to as integrated marketing communications. Disney employs an integrated marketing communications (IMC) program to help its audiences remember the 100 th anniversary by using a consistent message via advertising, direct marketing, etc. 15-2 CHAPTER OPENING EXAMPLE: DISNEY CONCEPTUAL Disney used an integrated marketing communications program (IMC) to promote the 100 th anniversary of its founder because: a. it needs to be sure that all of its promotional activities are delivering a consistent message....
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test Chap015 - Chapter 15 INTEGRATED MARKETING...

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