Integrated Marketing Communication Flashcards
Jonathon was walking through the heart of his college campus when he noticed that some people dressed in bright orange and neon green clothing were passing out drinks to everyone that walked passed them. He ventured over and got a free can of a new soft drink. As he walked around campus throughout the next week, he continued to see similarly dressed people passing out the new soft drink. Attracting attention to a new product in this way illustrates what type of marketing?
A. Ambush Marketing
B. Event Marketing
C. Guerrilla Marketing
D. Direct Marketing
C
Which of the following is NOT an example of direct marketing?
A. PetsMart sends Sarah a flyer about their new Pets Hotel program.
B. In the middle of dinner Jackie receives a call from a Honda salesperson wanting to discuss the 2009 Accord.
C. Andrea opens her mailbox and finds a 20% off coupon to Bed Bath & Beyond.
D. While flipping through the latest edition of InStyle magazine, Jen sees an ad for Louis Vuitton.
D
Nike has long been known for being the brand that dominates the NBA. However, Nike has decided to target other segments as well. Therefore, Nike has entered into a contract with Columbia Pictures in which Nike will, for no charge, provide the clothing and sneakers for all of the actors/actresses to wear in an upcoming movie. What type of arrangement does this exemplify?
A. Product Placement: Straight Fee
B. Product Placement: Barter
C. Product Placement: Cross Promotion
D. Buzz Marketing
B
Pamela owns a big financial firm in New York City. Recently, the New York Times ran a story revealing that her firm was accepting money from the Yakuza clan. Pamela held a press conference in which she denied any involvement with the clan. She hoped the Times would print her side of the story. The New York Times article is an example of _____, and Pamela’s press conference is an example of:
A) Publicity; public relations
B) Public relations; publicity
C) Publicity; advertising
D) Publicity; publicity
A
Julie owns her own bakery. With so many friends around town who love all of her confectionary creations, she doesn’t feel the need to advertise, because she depends on her friends and other satisfied customers to spread the word about her business. This type of communication can be categorized as:
A) Impersonal and Independent
B) Impersonal and Marketer-Controlled
C) Personal and Independent
D) Public Relations
C
Advertising agencies no longer focus only on advertising. Now it is typical for large advertising agencies to have many small companies within them that handle a variety of different promotional activities. They have become integrated marketing communications firms. However, which promotional activity usually is not managed by these companies?
A) public relations
B) sales promotion
C) direct marketing
D) personal selling
D
