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