Marketing Final Exam

The consistency of messages at every contact point

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Unformatted text preview: oach c. AIDA concept d. interpersonal and mass communications approach e. coordinated market management approach ANS: A Integrated marketing communications is the careful coordination of all promotional messages for a product or service to assure the consistency of messages at every contact point where a company meets the consumer. PTS: 1 REF: 263 Communication KEY: CB&E Model Strategy OBJ: 16-7 TOP: AACSB MSC: BLOOMS Application 112. When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing ANS: C Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer. PTS: 1 REF: 263 OBJ: 16-7 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 113. In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King’s overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing ANS: C Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer. PTS: 1 REF: 263 OBJ: 16-7 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 114. _____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused. a. Interpersonal and mass communications (IMC) approach b. Promotional mixing c. Integrated marketing communications d. Creative selling e. Relationship marketing ANS: C Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer. PTS: 1 REF: 263 Thinking KEY: CB&E Model Strategy OBJ: 16-7 TOP: AACSB Reflective MSC: BLOOMS Knowledge 115. Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its pr...
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