Marketing Quiz 8

Question 1

Why is there a need for Integrated Marketing
Communications?

All brand content needs to provide a (insert answer)
about the brand/company.
Conflicting content from different sources can result in
confused company images, brand positions, & customer
relationships.

Answer 1

single Message

Question 2

The (insert answer) method sets the promotion budget at

the level management thinks the company can afford.

Answer 2

affordable

Question 3

The (insert answer) method sets the promotion
budget at a certain percentage of current or forecasted
sales or as a percentage of the unit sales price.

Answer 3

percentage-of-sales

Question 4

The (insert answer) method sets the promotion

budget to match competitors’ outlays.

Answer 4

competitive-parity

Question 5

The (insert answer) method develops the promotion
budget by specific promotion objectives and the costs of
tasks needed to achieve these objectives.

Answer 5

objective-and-task

Question 6

(answer here) Strategy
Example: Reseller refers a customer that purchases
the product & receive $100 gift card.

Answer 6

Push

Question 7

(Answer Here) Strategy
Example: TV or radio commercial to consumer &
they asks store if it carries the product.

Answer 7

Pull