MKTG final exam

Which of the following is an example of Sales promotion?

• News updates

• Discounts

• Personal customer interactions

• Owned media

Personal selling involves personal customer interactions by the firm’s sales force to engage customers, make sales, and build customer relationships.

• True

• False

Public relations (PR) activities are designed to engage the company’s various publics and build good relations with them.

• True

• False

Integrated marketing communications (IMC) is evolving rapidly due to the rise of which type of media?

• Digital media, including online, mobile, and social media marketing.

• Print media, such as newspapers and magazines.

• Outdoor media, such as billboards and transit ads.

• Direct mail campaigns.

Which approach are large advertisers like L’Oreal, Hershey, and Unilever increasingly adopting?

• Mass marketing

• Digital-First Approach

• Content marketing

• Sales promotion

What is Shared Media?

• Media shared by consumers with other consumers, including social media and word of mouth.

• Media created and owned by a company, such as websites and blogs.

• Media purchased by a company, such as advertisements.

• Media produced by journalists and news organizations.

What is the main challenge of diverse media in digital marketing?

• It complicates and fragments overall communications, making it harder for companies to integrate their communication channels to deliver a clear, consistent, and compelling brand message.

• It reduces the reach of marketing campaigns to only a few select audiences.

• It makes it easier for companies to control all communication channels from a single platform.

• It eliminates the need for creative content in marketing strategies.

What does Coordination of Media refer to in digital marketing?

• Different media play unique roles in engaging, informing, and persuading consumers. Cross-platform campaigns combine traditional media's reach with digital media's targeting and engagement.

• It refers to using only one type of media to reach all consumers regardless of their preferences.

• It means focusing solely on digital media and ignoring traditional media channels.

• It is about creating content without considering the platform or audience.

Integrated Marketing Communications (IMC) focuses on:

• coordinating various promotional tools and marketing strategies to provide clarity, consistency, and maximum communication impact.

• developing separate marketing strategies for each product line.

• focusing solely on digital marketing channels.

• prioritizing traditional advertising methods over new media.

The purpose of a Communication Audit is to:

• Evaluate the effectiveness of communication strategies

• Increase the number of communication channels

• Reduce communication costs

• Improve employee satisfaction