MKTG 409 Exam 4 Chapter 15 MindTap Study Guide – Advertising, Promotion & Integrated
Marketing Communications Review
A company would like to promote their product on TV; however, they decide it costs too much.
Instead, the company places an ad on Facebook. What was the reason for choosing this form of
promotion? - ANS ✔✔promotional resources
The coordination of promotion and other marketing efforts for maximum informational and
persuasive impact defines _______. - ANS ✔✔integrated marketing communications
Makeup brand strategically features their makeup products being used by cast members in a
show, to reach a target market. What is this an example of? - ANS ✔✔product placement
What is a major goal of integrated marketing communications? - ANS ✔✔to send a consistent
message to consumers
A local politician offered a Q&A session during a press conference. The staff selected questions
from the press conference for him to later answer in a blog post. This is best described as ___ -
ANS ✔✔integrated marketing communications
Lynn is working on writing the text that will be incorporated into a new magazine ad for her
company's line of handbags, she is engaging in the _______ stage of the communication
process. - ANS ✔✔encoding
A credit card company wants its target market to get the message that it has airline reward
miles continually. It also features the same celebrity in TV commercials and print. What is the
primary goal of IMC in regard to marketing messages? - ANS ✔✔consistency
What is the internet, mobile apps, and billboards examples of? - ANS ✔✔communication
channels
, Aiden recently designed an online contest using social media that encouraged fans to submit
their own ideas for a new board game. Participants would submit their ideas, and consumers
would vote for them on the site. The winner would be rewarded by receiving 2 percent of the
proceeds from sales of the board game.
What type of promotion is this online contest? - ANS ✔✔sales promotion
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals,
it is attempting to develop _______. - ANS ✔✔selective demand
Aiden recently designed an online contest using social media that encouraged fans to submit
their own ideas for a new board game. Participants would submit their ideas, and consumers
would vote for them on the site. The winner would be rewarded by receiving 2 percent of the
proceeds from sales of the board game.
Aiden had to convert his message into writing that represented the ideas he was trying to get
across. Aiden is the _______ of the message, and he is involved in _______. - ANS ✔✔source;
encoding
What is a nonpersonal communication method that will use mass medium for transmission to
the target audience? - ANS ✔✔advertising
Aiden decided to host a press conference to announce the winner. Aiden 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 board game with a short
description was provided to reporters to publish in the paper. This campaign is an example of
_______. - ANS ✔✔public relations
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is
describing the features of the newest version, the purchasing agent nods her head to signal that
she understands the features. Sam does not notice the _______ communication the purchasing
agent is sending and goes into more detail about the new features. - ANS ✔✔kinesic
Marketing Communications Review
A company would like to promote their product on TV; however, they decide it costs too much.
Instead, the company places an ad on Facebook. What was the reason for choosing this form of
promotion? - ANS ✔✔promotional resources
The coordination of promotion and other marketing efforts for maximum informational and
persuasive impact defines _______. - ANS ✔✔integrated marketing communications
Makeup brand strategically features their makeup products being used by cast members in a
show, to reach a target market. What is this an example of? - ANS ✔✔product placement
What is a major goal of integrated marketing communications? - ANS ✔✔to send a consistent
message to consumers
A local politician offered a Q&A session during a press conference. The staff selected questions
from the press conference for him to later answer in a blog post. This is best described as ___ -
ANS ✔✔integrated marketing communications
Lynn is working on writing the text that will be incorporated into a new magazine ad for her
company's line of handbags, she is engaging in the _______ stage of the communication
process. - ANS ✔✔encoding
A credit card company wants its target market to get the message that it has airline reward
miles continually. It also features the same celebrity in TV commercials and print. What is the
primary goal of IMC in regard to marketing messages? - ANS ✔✔consistency
What is the internet, mobile apps, and billboards examples of? - ANS ✔✔communication
channels
, Aiden recently designed an online contest using social media that encouraged fans to submit
their own ideas for a new board game. Participants would submit their ideas, and consumers
would vote for them on the site. The winner would be rewarded by receiving 2 percent of the
proceeds from sales of the board game.
What type of promotion is this online contest? - ANS ✔✔sales promotion
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals,
it is attempting to develop _______. - ANS ✔✔selective demand
Aiden recently designed an online contest using social media that encouraged fans to submit
their own ideas for a new board game. Participants would submit their ideas, and consumers
would vote for them on the site. The winner would be rewarded by receiving 2 percent of the
proceeds from sales of the board game.
Aiden had to convert his message into writing that represented the ideas he was trying to get
across. Aiden is the _______ of the message, and he is involved in _______. - ANS ✔✔source;
encoding
What is a nonpersonal communication method that will use mass medium for transmission to
the target audience? - ANS ✔✔advertising
Aiden decided to host a press conference to announce the winner. Aiden 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 board game with a short
description was provided to reporters to publish in the paper. This campaign is an example of
_______. - ANS ✔✔public relations
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is
describing the features of the newest version, the purchasing agent nods her head to signal that
she understands the features. Sam does not notice the _______ communication the purchasing
agent is sending and goes into more detail about the new features. - ANS ✔✔kinesic
