IMC Push vs Pull Strategies Quiz

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Which type of advertising strategy focuses on promoting a product through mass media?

Joint strategy
Pull strategy
Tactical strategy
Push strategy (correct)

What is an example of a pull strategy mentioned in the text?

Joint advertising campaigns
Retailer incentives
Participating in trade shows
Customer relationship management (correct)

In joint advertising campaigns, what is the aim of utilizing both push and pull strategies?

To reduce advertising costs
To create customer demand and convince retailers to sell products (correct)
To gain market share from competitors
To increase distributor profits

Which tactic involves demonstrating a product or service to potential customers in showrooms?

Participating in trade shows (C) Signup and view all the answers

What role do push strategies primarily play in the distribution chain mentioned in the text?

Convince retailers to sell a company's products (B) Signup and view all the answers

Which term refers to a technique or tool used by an organization to achieve its marketing strategy?

Marketing tactic (D) Signup and view all the answers

What is the main difference between spontaneous attitude change and thoughtful attitude change?

One is based on direct response while the other is based on cognitive elaboration (D) Signup and view all the answers

What type of communicators make people accept their message without evaluating its content?

Trustworthy Communicators (C) Signup and view all the answers

What does the Sleeper Effect in persuasion refer to?

Gradual acceptance of a message over time (C) Signup and view all the answers

Which type of ads are considered persuasive yet less useful in real-world advertising campaigns?

Fear Appeals Ads (B) Signup and view all the answers

What technique involves presenting one side of an issue while ignoring potential problems of a message?

Communicator: A Biased View (D) Signup and view all the answers

What method do advertisers use to associate positive features of ads with the product?

Associational Learning (C) Signup and view all the answers

What is Integrated Marketing Communications (IMC)?

A strategic, collaborative, and promotional marketing function where a targeted audience receives consistent and persuasive brand messaging through various marketing channels. (A) Signup and view all the answers

What is a key characteristic of a SMART objective in marketing?

It should be measurable, attainable, and time-bound. (D) Signup and view all the answers

Which of the following is NOT a component of a SMART objective?

Long-term oriented (D) Signup and view all the answers

What is the purpose of a marketing plan?

To detail necessary actions to achieve one or more marketing objectives. (D) Signup and view all the answers

Which characteristic should an effective campaign goal possess?

Clarity in defining the path required to achieve the goal. (D) Signup and view all the answers

Why is it important for marketing objectives to be realistic?

To make sure that the objectives can be achieved with current resources. (C) Signup and view all the answers