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Chapter 13

13.1 Knowledge Check

1
a. The goal of IMC is to communicate a clear and consistent message through various promotional mix methods that will reach the various segments of the target market.
2
b. The promotional mix method of advertising is a paid form of nonpersonal communication.
3
c. Advertising is a paid form of nonpersonal communications meant to reach a large audience.
4
a. Sales promotion includes coupons that help to induce sales in the short term.
5
b. Public relations encompasses nonpaid activities that promote a product, service, idea, or person.

13.2 Knowledge Check

1
a. The celebrity is the paid spokesperson of the company, and they are the sender of the message.
2
b. Noise is anything that gets in the way of the sender and the message intended for the receiver.
3
c. Television advertising is the medium through which the message is delivered.
4
a. Encoding is the process of taking ideas and information and putting them into symbolic form.
5
a. The Tennessee Department of Tourist Development sent the message, so it is the source.

13.3 Knowledge Check

1
c. The combination of product placement, paid advertising, and the screening of the film on the British Airways flights is an example of integrated marketing communications.
2
a. Integrated marketing communications seeks to have all of the promotions send a consistent and unified image to the customer.
3
c. Sally’s ability to recall and think of Taco Bell to fulfill her needs is a benefit of improved brand awareness.
4
d. Because Tina is satisfied and educated on all the ways to shop at Walgreens, she is exhibiting customer satisfaction.
5
c. Using multiple promotional methods to send a consistent message is the goal of integrated marketing communications.

13.4 Knowledge Check

1
c. The process should begin with a complete understanding of the target audience for the promotional efforts.
2
d. Jennifer is acting on the promotional method Panera Bread used to reach her in the customer journey.
3
b. With continuity scheduling, an advertiser is showing its advertisement on a continuous schedule without variation.
4
b. Nestlé Tollhouse is working to create an emotional connection with the consumer.
5
c. Wendy’s would be using all that their budget could afford for the marketing promotions.
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