127how have changes in the way consumers purchase

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127.How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?
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128.How can direct marketing create a win-win situation for customers and the firm? 129.One of the newest IMC efforts is the use of corporate blogs. Why do businesses use them? 130.Most small retail businesses use rule-of-thumb IMC budgeting methods. What methods are they likely to use and what are the limitations associated with each method? 131.Monica is launching a personal shopping and messenger service. She has a pretty good idea of what her expenses will be, and she has some conservative but solid revenue projections. She has no idea, though, how to budget communications expenses. She is asking a number of her friends for their ideas. What approaches would you recommend?
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132.Why should a marketer try to measure the success of a communications effort? 133.What parts of an organization are involved in integrating marketing communications? 134.How can noise disrupt the IMC process? 135.What are the four mental stages in the AIDA model? 136.What is the other name for the AIDA model?
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137.Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil, and has decided he has to have it. At what stage in the AIDA model is Darrell? 138.How is advertising different from publicity? 139.What types of sales promotions would a marketer consider if the goal is to build short-term sales? 140 . What is the major advantage of direct marketing over advertising?
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141 . A media rep from the local radio station comes into your retail store and suggests running a series of advertisements. She says, "Let's do it and see what happens." What problems can you anticipate with this as the suggested goal? 142.Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? 143.Tom asks you how to measure gross rating points and how to compare results from various media. How would you respond? 144 . List the steps in the AIDA model and explain why each step is important to marketers. 145.If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10, what would be the return on investment?
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146 . If you were advertising your company's watches in Vogue magazine and you had 5 ads in the magazine, how would you calculate your gross rating points (GRP)? 147 . Explain how a company can use search engine marketing.
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Chapter 16 Integrated Marketing Communications Answer Key True / False Questions 1. (p. 337) As the number of communication media has increased, the task of understanding how best to reach target customers has become easier.
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