Integrated marketing communication combines all

Integrated marketing communication combines all elements of the promotion mix into one comprehensive and unified promotion strategy
with the aim of building a positive brand image.
AACSB: Reflective Thinking
Blooms: Comprehension
Learning Goal: 16-1
Level of Learning 2: Understanding of concepts and principles
Nickels - Chapter 16 #170
Topic: Promotion and the Promotion Mix
171.
(p. 430)
Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.
AACSB: Reflective Thinking
Blooms: Application
Learning Goal: 16-1
Level of Learning 3: Application of principles
Nickels - Chapter 16 #171
Topic: Promotion and the Promotion Mix
172.
(p. 430
-
431)
Massachusetts Manufacturing has redesigned its promotional strategy. The company now utilizes a system that combines all the
elements of their promotion mix to create a more responsive organization providing a consistent message. Massachusetts
Manufacturing has adopted a(n):
AACSB: Reflective Thinking
Blooms: Application
Learning Goal: 16-1
Level of Learning 3: Application of principles
Nickels - Chapter 16 #172
Topic: Promotion and the Promotion Mix
173.
(p. 430
-
431)
The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and
sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________
program.
AACSB: Reflective Thinking
Blooms: Application
Learning Goal: 16-1
Level of Learning 3: Application of principles
Nickels - Chapter 16 #173
Topic: Promotion and the Promotion Mix
174.
(p. 431)
_________ refers to any paid, non-personal communication through various media by organizations and individuals who are in
some way identified in the message.
AACSB: Reflective Thinking
Blooms: Knowledge
Learning Goal: 16-2
Level of Learning 1: Knowledge of key terms
Nickels - Chapter 16 #174
Topic: Advertising: Informing, Persuading, and Reminding
175.
(p. 431)
The total annual expenditures on advertising in the United States:
A. peaked last year at approximately $70 billion.
B. have declined significantly as firms utilize the promotional opportunities of the Internet.
C. Is very close to $300 billion.
D. Have been capped at $200 billion by the government stimulus package.
AACSB: Reflective Thinking
Blooms: Knowledge
Learning Goal: 16-2
Level of Learning 1: Knowledge of key terms
Nickels - Chapter 16 #175
Topic: Advertising: Informing, Persuading, and Reminding