Promotion Management Final Exam Spring $2024$

Student name: $q,$ MULTIPLE CHOICE $-$ Choose the one alternative that best completes the statement or answers the question. $(3$ points each$)$

How does the integrated marketing communications $($IMC$)$ plan approach differ from traditional approaches to promotion?

A$)$ IMC puts more emphasis on advertising and less on sales promotion.

B$)$ IMC puts more emphasis on sales promotion and less on public relations and publicity.

C$)$ IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.

D$)$ IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately.

E$)$ IMC predominately makes use of mass$-$media communications in order to attract and retain customers.

According to an integrated marketing communications planning model, which activity is best associated with the review of the marketing plan step?

A$)$ integrating promotional mix strategies

B$)$ analyzing source, message, and channel factors

C$)$ assessing environmental influences

D$)$ setting direct$-$marketing objectives

E$)$ purchasing media time and space

According to an integrated marketing communications planning model, which activity is best associated with the step "developing integrated marketing communications program"?

A$)$ examining overall marketing plan and objectives

B$)$ internal analysis

C$)$ analyzing receiver's response processes

D$)$ determining advertising budget

E$)$ external analysis

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