MKTG 409 Exam 4 Chapter 16 MindTap Study Guide – Promotion, Advertising & Integrated
Marketing Communications Review
_______________ is used less frequently today than in the past. - ANS ✔✔Mass media
advertising
______________ is a form of advertising that strategically locates products or product
promotions within entertainment media to reach the product's target markets. - ANS
✔✔Product placement
Molly owns a small flower shop. She has recently expanded and would like to get more
customers. Her ideal form of promotion would be a television advertisement. However, she
decides it costs too much for her to go that route. She decides to place a smaller ad in on
Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her
___________ - ANS ✔✔promotional resources
The mayor of Lexington, Kentucky held a press conference to comment on some changes to a
local ordinance and explain how it would affect the city. During the press conference, interested
citizens could use Twitter to send in questions. The mayor's staff monitored the questions and
selected some of them for the mayor to answer during the press conference. This can best be
described as _____________ - ANS ✔✔integrated marketing communications
Which of the following is a major goal of integrated marketing communications (IMC) in regard
to its marketing messages? - ANS ✔✔Consistency
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
, Refer to Scenario 16.1. What type of promotion is this online contest? - ANS ✔✔Sales
promotion
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message
into writing that represented the ideas he was trying to get across. Rick is the _______ of the
message, and he is involved in _______. - ANS ✔✔source; encoding
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event
to announce the winner. On the day of the event he invited the media to film the event. The
CEO of the firm named the finalists and then called out the winner. This all occurred with much
fanfare. An illustration of the proposed product with a short description was provided to
reporters to publish in the paper. This campaign is an example of _______. - ANS ✔✔public
relations
Which of the following most likely constitutes buzz marketing? - ANS ✔✔McDonald's used chalk
to draw out a giant professional-looking drawing of french fries complete with the McDonald's
logo on the boardwalk of a big city.
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble
reaching its target audience through traditional promotion. Readership of magazines and
Marketing Communications Review
_______________ is used less frequently today than in the past. - ANS ✔✔Mass media
advertising
______________ is a form of advertising that strategically locates products or product
promotions within entertainment media to reach the product's target markets. - ANS
✔✔Product placement
Molly owns a small flower shop. She has recently expanded and would like to get more
customers. Her ideal form of promotion would be a television advertisement. However, she
decides it costs too much for her to go that route. She decides to place a smaller ad in on
Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her
___________ - ANS ✔✔promotional resources
The mayor of Lexington, Kentucky held a press conference to comment on some changes to a
local ordinance and explain how it would affect the city. During the press conference, interested
citizens could use Twitter to send in questions. The mayor's staff monitored the questions and
selected some of them for the mayor to answer during the press conference. This can best be
described as _____________ - ANS ✔✔integrated marketing communications
Which of the following is a major goal of integrated marketing communications (IMC) in regard
to its marketing messages? - ANS ✔✔Consistency
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
, Refer to Scenario 16.1. What type of promotion is this online contest? - ANS ✔✔Sales
promotion
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message
into writing that represented the ideas he was trying to get across. Rick is the _______ of the
message, and he is involved in _______. - ANS ✔✔source; encoding
Rick works as a marketer at Hasbro. He recently designed an online contest using social media
that encouraged fans to submit their own ideas for a new toy design. Participants would submit
their ideas, and consumers would vote for them on the site. Those who garnered the most
votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2
percent of the proceeds from sales of the toy.
Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event
to announce the winner. On the day of the event he invited the media to film the event. The
CEO of the firm named the finalists and then called out the winner. This all occurred with much
fanfare. An illustration of the proposed product with a short description was provided to
reporters to publish in the paper. This campaign is an example of _______. - ANS ✔✔public
relations
Which of the following most likely constitutes buzz marketing? - ANS ✔✔McDonald's used chalk
to draw out a giant professional-looking drawing of french fries complete with the McDonald's
logo on the boardwalk of a big city.
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble
reaching its target audience through traditional promotion. Readership of magazines and
