m e n ts. We 9) Integrated marketing communications require a com site, e-mail, and personal selling communications to all A) deliver a clear, consistent, and compelling message B) use independent communications directors engage the same target audience 10) 10) Delia's is a clothing retailer that targets teenage girls. The company runs cardinale promotion for its catalogs, Web site, and retail outlets. It uses the same models in its catalog print ads and Web site. Delia's works to make sure its public relations activities as well as its sales promotion harmonize with its advertising in all aspects. From this information, we can infertha Delia's using A) integrated marketing communication B) database marketing experiential marketing 10 11) Boson Corp. is introducing consumers to its new car with the help of an advertisement Campai This introductory campaign most likely aims to affect the stage of buyer readiness A) awareness B) liking preference 12) Which of the following is a strength of advertising? A) It cannot be used to build up a long-term image for a product B) It is the most inexpensive promotion tool. It reaches masses of geographically dispersed buyers at low cost per exposure 13) Suppose Amazon.com has offered you free shipping on your next purchase of more than This offer is an example of A) personal selling B) sales promotion a public relations strategy 10 14) When Verizon Wireless began offering the iPhone, it used its "Can you hear me now slogan to attack AT&T's rumored spotty service. This example bestillustrates A) informative B) comparative reminder advertising advertising advertising 15) 15) When PG developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&C for the Mr. Clean Magic Eraser? A) informative B) comparative reminder advertising advertising advertising 16) Which of the following most likely requires the smallest advertising budget? A) low-share brands 3) mature brands new products 17) 17) An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example? A) slice of life B) mood or image fantasy