The primary objective of _ is to develop a framework that will deliver the message to the target
audience in the most efficient cost-effective manner possible.
A. media planning
B. market segmentation
C. target marketing
Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 pla
According to the marketing and promotions process model, the marketing process begins with the:
A. development of the marketing mix.
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
Many marketers are uncertain as to what the integrated marketing communications should contribute to
the marketing program. The only goal of their company's advertising and promotional program is to:
A. position the company and its bran
The agency that developed the Jack-in-the-Box' fast-food restaurants ads created a new ad with the
return of a brand image that was remembered by customers from previous years, thereby creating
A. advertising appeal.
B. creative p
Advertisers who want the ability to demonstrate how their product operates and actually show its use are
most likely to choose:
C. direct mail.
Television is a popular advertising
Which of the following statements about newspapers and magazines as advertising media vehicles is
A. Newspapers are exclusively a local advertising medium.
B. Newspapers are primarily a local advertising medium but are also used b
MKTG 360-04 INTEGRATED MARKETING COMMUNICATIONS
MWF 12:00-12:50 pm
Education Center 101
Professor: Dr. Ya You
Office: Beatty 314
Office Hour: MWF 2:00-4:00 pm or by appointment
Office Phone: 843-953-6770
MKTG 360 IMC
January 26, 2014
The Impact of User Generated Content: Friends VS Strangers
Reference groups are defined as groups of people who significantly influence the
consumers affect, cognitions, and behaviors. Friends and family are con
February 26, 2014
MKTG 360 IMC (MWF 12:00) Individual Project 4 (10 points)
1. Do you agree with the Coca-Cola Company's decision to use NBA star Kobe Bryant as an advertising
spokesperson for its Vitamin Water brand? Discuss the pros and co
Direct marketing is synonymous to direct-marketing media.
The increase in the "money rich and time poor" people in the world have led to the success of direct
It is not possible to generate a behav
In the development of an advertising campaign or message, creative _ involves determining what the
message will say or communicate, while creative _ deals with how the message will be implemented
A. strategy; tactics
_ are the major participants in the integrated marketing communications process.
A. Advertising agencies and new product development firms
B. Advertisers and media organizations
C. Media organizations and marketing information systems
The _ is a planning tool that can be used by marketers to consider how controllable elements of the
communications process interact with the consumers' response process.
A. dissonance/attribution model
B. persuasion matrix
C. AIDA model
Measuring the effects of advertising does not just save money but it helps the firm maximize its
One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss
Coke vs. Pepsi
The firms involved
The Coca-Cola Company is a beverage corporation that was created in 1886 by
John Pemberton. The organization specialized in manufacturing, marketing, and
retailing the extensive cat
Consumer behavior is defined as:
A. a process of conspicuous consumption.
B. the process people engage in when searching for, selecting, and using products and services they need.
C. the act of physically purchasing a product.
D. the ac
_ is defined as a direct inducement that offers an extra value or incentive for the product to the sales
force, distributors, or to ultimate consumer with the primary objective of creating an immediate sale.
A. Brand advertising
Support media cannot be used as a sole medium for advertising.
Support media is also known as measured media because it is easy to measure.
Outdoor advertising is one of the newest methods of advertising that
Like the other media, which are essentially unidirectional, the Internet also provides only for one way
flow of information.
Internet offers consumers the opportunity to provide their own content, offer their own goods and
Publicity, public relations, and corporate advertising all are integral parts of the overall promotional
Public relations is limited to business management.
The new role of public relations (PR) is mo
The basic function of all of the elements of the integrated communications program is to:
A. communicate with a firm's target audience.
B. convince customers to make a purchase immediately.
C. convince customers to pay a higher price fo