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Exam 19: Integrated Marketing Communications

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Question 41

True/False

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The three general objectives of advertising are to select,target,and promote.

A) True
B) False

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Question 42

Multiple Choice

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Because PSAs are a special class of advertising,FCC rules require

A) consumers to listen to them.
B) court approval before they are aired.
C) all advertisers to contribute to them.
D) broadcasters to devote a specific amount of free airtime to them.
E) that they use only the informative or reminder advertising appeals.

F) D) and E)
G) C) and E)

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Question 43

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Isaac wants to measure the effectiveness of his company's advertising campaign.To do so,Isaac will have to assess elements of the campaign before,during,and after the campaign runs.

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

Which of the following is not true about public relations?

Sarah goes through the newspaper looking for coupons to help reduce her living expenses.Her roommate Paige doesn't read newspapers,let alone look through them for coupons.But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment.What kind of sales promotion reached Paige?

To get us to remember their ad and the product or brand in the ad,advertisers must first

The content of an advertising message is closely tied to

Many small "main street" retailers find advertising either too expensive or ineffective.In this situation,these business owners turn to sales promotion to complement or augment their advertising efforts.Describe three kinds of sales promotion a small,main street retailer might use,including the advantages and disadvantages of each sales promotion method.

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

Thomas had conducted a thorough pretest before the new ad campaign,so he was fairly sure the elements would work together.A lot was riding on the success of the ad campaign,so he couldn't wait until the campaign was over to see how well it did.During the campaign,he will be monitoring the sales volumes on a daily basis as part of his

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Unlike advertising,public relations

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

"Now available-the latest fall fashions" is an example of a(n) __________ advertising message.

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

"Buy one,get one free" is a __________ sales promotion.

The effectiveness of an advertising campaign is assessed during the campaign by