MKTG 409 Exam 4 Chapter 15 MindTap Study Guide – Advertising, Promotion & Integrated
Marketing Communications (IMC) Review
L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their
makeup products being used by cast members to reach the product's target markets. - correct
answer ✔✔product placement
Tyler owns a jewelry business and would like to get more customers. His ideal form of
promotion would be a local television advertisement. However, he decides it costs too much for
him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost.
What is Tyler's reason for choosing this form of promotion? - correct answer ✔✔Promotional
resources
The mayor of a major city held a press conference to comment on changes to a local ordinance
and explain how it would affect the city. During the press conference, interested citizens could
use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and
selected some of them for the mayor to answer during the press conference. The Q&A will be
published later on the mayor's blog. This can best be described as _______. - correct answer
✔✔integrated marketing communications
Capital One coordinates its marketing efforts to continually set the message that its airline
reward miles have no blackout dates. Both its print and television advertisements feature
Jennifer Garner. Which of the following is the major goal of integrated marketing
communication (IMC) in regard to its marketing messages? - correct answer ✔✔Consistency
Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. What type of promotion is this online contest? - correct answer
✔✔Sales promotion
, Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. In order to communicate the message, 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 _______. - correct answer ✔✔source; encoding
Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. The campaign was so successful that 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 _______. - correct answer ✔✔public
relations
Which of the following most likely constitutes buzz marketing? - correct answer ✔✔Five Guys
uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys
logo on the boardwalk of a big city.
High Kicks is a shoe brand 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. High Kicks decides to
pay to have the main characters in the popular teen series Riverdale wear its newest sneakers
during certain episodes. It hopes to familiarize viewers with its newest brand.
Marketing Communications (IMC) Review
L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their
makeup products being used by cast members to reach the product's target markets. - correct
answer ✔✔product placement
Tyler owns a jewelry business and would like to get more customers. His ideal form of
promotion would be a local television advertisement. However, he decides it costs too much for
him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost.
What is Tyler's reason for choosing this form of promotion? - correct answer ✔✔Promotional
resources
The mayor of a major city held a press conference to comment on changes to a local ordinance
and explain how it would affect the city. During the press conference, interested citizens could
use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and
selected some of them for the mayor to answer during the press conference. The Q&A will be
published later on the mayor's blog. This can best be described as _______. - correct answer
✔✔integrated marketing communications
Capital One coordinates its marketing efforts to continually set the message that its airline
reward miles have no blackout dates. Both its print and television advertisements feature
Jennifer Garner. Which of the following is the major goal of integrated marketing
communication (IMC) in regard to its marketing messages? - correct answer ✔✔Consistency
Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. What type of promotion is this online contest? - correct answer
✔✔Sales promotion
, Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. In order to communicate the message, 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 _______. - correct answer ✔✔source; encoding
Aiden works for an indie board game company. With the help of his coworkers, 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. Those who garnered the most votes would see their idea designed as a new
game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the
board game.
Refer to Scenario 15.1. The campaign was so successful that 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 _______. - correct answer ✔✔public
relations
Which of the following most likely constitutes buzz marketing? - correct answer ✔✔Five Guys
uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys
logo on the boardwalk of a big city.
High Kicks is a shoe brand 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. High Kicks decides to
pay to have the main characters in the popular teen series Riverdale wear its newest sneakers
during certain episodes. It hopes to familiarize viewers with its newest brand.
