MKTG 409 Integrated Marketing Communications (IMC) MindTap Study Guide – Advertising,
Promotion & Brand Communication Review
Mass Media Advertising - ANS ✔✔is used less frequently today than in the past.
Product Placement - ANS ✔✔is a form of advertising that strategically locates products or
product promotions within entertainment media to reach the product's target markets.
Promotional Resources - ANS ✔✔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 the local paper at half the cost. Molly's reasons for choosing this form of
promotion is based on her
Integrated Marketing Communications - ANS ✔✔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 .
Consistency - ANS ✔✔Which of the following is the major goal of integrated marketing
communication in regards to its marketing messages?
Sales Promotion - ANS ✔✔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.
What type of promotion is this online contest?
, source; encoding - ANS ✔✔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.
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 _________________.
Public relations - ANS ✔✔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.
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 _____________________.
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. - ANS ✔✔Which of the
following most likely constitutes buzz marketing?
Product Placement - ANS ✔✔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 newspapers has declined among the teen market. Research also shows that
when watching television, teenagers will often switch to a different channel whenever a
commercial comes on. Xuxez decides to pay to have the main characters in the popular teen
series The Vampire Diaries wear its newest line of sportswear during certain episodes. It hopes
to familiarize viewers with its newest brand.
Promotion & Brand Communication Review
Mass Media Advertising - ANS ✔✔is used less frequently today than in the past.
Product Placement - ANS ✔✔is a form of advertising that strategically locates products or
product promotions within entertainment media to reach the product's target markets.
Promotional Resources - ANS ✔✔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 the local paper at half the cost. Molly's reasons for choosing this form of
promotion is based on her
Integrated Marketing Communications - ANS ✔✔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 .
Consistency - ANS ✔✔Which of the following is the major goal of integrated marketing
communication in regards to its marketing messages?
Sales Promotion - ANS ✔✔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.
What type of promotion is this online contest?
, source; encoding - ANS ✔✔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.
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 _________________.
Public relations - ANS ✔✔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.
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 _____________________.
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. - ANS ✔✔Which of the
following most likely constitutes buzz marketing?
Product Placement - ANS ✔✔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 newspapers has declined among the teen market. Research also shows that
when watching television, teenagers will often switch to a different channel whenever a
commercial comes on. Xuxez decides to pay to have the main characters in the popular teen
series The Vampire Diaries wear its newest line of sportswear during certain episodes. It hopes
to familiarize viewers with its newest brand.
