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In terms of integrated marketing communications, on strategy implies:

Select one:

a. the mix variables are working together creating synergy

b. inconsistent

c. sending mixed messages

d. only relevant to advertising

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Marketing promotions are:

Select one:

a. cause of materialism

b. persuasive communications

c. focused only on consumers

d. focused exclusively on channel members

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A pull promotional campaign is primarily targeted at:

Select one:

a. retailers

b. resellers

c. wholesalers

d. consumers

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A push promotional campaign is primarily targeted at:

Select one:

a. consumers

b. intermediaries

c. customers

d. manufacturers

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A promotional campaign can be designed to:

Select one:

a. create awareness

b. be persuasive

c. be a reminder

d. all of the above

Explanation / Answer

1. The correct answer is option a. The mix variables are working together creating synergy. Integrated marketing communications refers to the combined efforts for making communication successful. Hence a strategy for integrated marketing communication will aim at mix variables creating synergy.

2. Marketing promotions are aimed exclusively at channel members. The correct answer is option d. This includes the types of promotional activities that the channel members will have to be involved in.

3. A pull promotional campaign is primarily for the consumers. The correct answer is option d.

4. A push promotional campaign is primarily targeted at customers.

5. A promotional campaign can be designed to create awareness, be persuasive and also act as a reminder. Hence the correct answer is option d. All of the above.

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