The final stage of the IMC planning model is:
the development of the media strategy.
analysis of communication process.
integrating creative strategies.
monitoring, evaluation, and control.
Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of _____ marketing.
_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales, market share, and profitability.
External analysis factors
Which of the following statements describe the difference between publicity and advertising?
Advertising is done by manufacturers, and publicity is done by retailers.
Advertising is personal, and publicity is nonpersonal in nature.
Advertising is paid for by the sponsoring organization, and publicity is not.
Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.
Advertising typically utilizes mass media, and publicity does not.
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm’s lending offices. Their reports were released to the news media. This is an example of:
_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.
Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:
One of the primary advantages inherent in the use of publicity is its:
ability to be personalized.
negligible variable costs.
ability to be closely controlled and monitored by the organization that is being publicized.
_____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.
Integrated marketing communications
Mass media advertising