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Integrated Marketing Communications:...
Multiple Choice Questions

1 .       Which of the following would be best described by the phrase "short-term incentives to encourage the purchase or sale of a product or service"? 

2 .       Which of the following would have as its major promotional tools lobbying, product publicity, and corporate communications? 

3 .       Which of the following is considered to be any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? 

4 .       The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products is called: 

5 .       Let us say that a company has been unable to persuade its marketing intermediaries to buy or promote a new product that it has offered for sale. A strategy called a __________ strategy might be an option since this strategy carries the new product message directly to the consumer. 

6 .       As described in the text, which of the following WOULD NOT be an generally accepted advertising objective? 

7 .       Examples of ______________ advertising objectives would be suggesting new uses for a product or explaining how the product works. 

8 .       Small businesses often use this method of advertising budgeting, reasoning that the company cannot spend more on advertising than it has. Which of the following advertising budgeting methods MOST CLOSELY fits the above description? 

9 .       Advertising appeals should have three characteristics. The first two characteristics are that advertising appeals should be meaningful and they should be believable. What is the third characteristic? 

10 .       The Jolly Green Giant, Garfield the Cat, and Bugs Bunny are all examples of which of the following message execution styles? 

11 .       Which of the following major media types has as its major characteristics flexibility, timeliness, good local market coverage, broad acceptance, and high believability? 

12 .       Which of the following major mass media types has the disadvantage characteristics of long ad-purchase lead time, high cost, and no guarantee of position? 

13 .       From the list of consumer tools provided, which WOULD NOT be considered to be a major sales promotional tool? 

14 .       Which of the following would be considered to be among the list of major public relations functions? 

15 .       Baxter Electronics, to thank the community where it resides and encourage new investors, has decided to put on a press tour, a fireworks display and picnic, and give selected rides on the company's new hot air balloon. Which of the following public relations tools would Baxter Electronics most likely be using? 

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