Question 1

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Accepted Answer

A) Product familiarity 
B) Brand association 
C) Brand awareness 
D) Marketing recall 
E) Cognitive association 
A) Product familiarity 
B) Brand association 
C) Brand awareness 
D) Marketing recall 
E) Cognitive association

Question 2

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

Accepted Answer

A) the number of destinations. 
B) the number of impressions. 
C) the cost per click. 
D) how much time consumers spend viewing the ad or page. 
E) the total number of clicks recorded by the industry. 
A) the number of destinations. 
B) the number of impressions. 
C) the cost per click. 
D) how much time consumers spend viewing the ad or page. 
E) the total number of clicks recorded by the industry.

Question 3

Joel had been seeing ads for the Ford Fusion car for months. When he was ready to buy a car, he went to his Ford dealership and ultimately purchased the Fusion. This is an example of the lagged effect.

Accepted Answer

A) True 
 B)False

Question 4

In the AIDA model, awareness leads to

Accepted Answer

A) intention 
B) integration 
C) interest. 
D) intention. 
E) interest 
A) intention 
B) integration 
C) interest. 
D) intention. 
E) interest

Question 5

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements. She says, "Let's do it and see what happens." What problems can you anticipate with this as the suggested IMC goal?

Accepted Answer

IMC goals should be explicit a

Question 6

To determine if his ad on Google was being viewed, Rashid looked at the number of times it appeared in front of a user. This is called

Accepted Answer

A) click-through rate. 
B) impressions. 
C) frequency. 
D) gross rating points. 
E) reach. 
A) click-through rate. 
B) impressions. 
C) frequency. 
D) gross rating points. 
E) reach.

Question 7

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Accepted Answer

A) the primacy effect. 
B) aided recall. 
C) top-of-mind awareness. 
D) category dominance. 
E) elevated awareness. 
A) the primacy effect. 
B) aided recall. 
C) top-of-mind awareness. 
D) category dominance. 
E) elevated awareness.

Question 8

Blogs can help a firm develop long-term relationships with its customers.

Accepted Answer

A) True 
 B)False

Question 9

When comparing the various communication channels available to marketing professionals, it becomes apparent that

Accepted Answer

A) consumers prefer advertising over other channels. 
B) no single channel is better than another channel. 
C) public relations is the least expensive, but the most successful. 
D) personal selling is the most expensive and the least successful. 
E) online marketing is taking the place of advertising and public relations. 
A) consumers prefer advertising over other channels. 
B) no single channel is better than another channel. 
C) public relations is the least expensive, but the most successful. 
D) personal selling is the most expensive and the least successful. 
E) online marketing is taking the place of advertising and public relations.

Question 10

National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

Accepted Answer

A) competing messages. 
B) lack of clarity in the message. 
C) a poor choice of medium. 
D) a flaw in the medium. 
E) an extended feedback loop. 
A) competing messages. 
B) lack of clarity in the message. 
C) a poor choice of medium. 
D) a flaw in the medium. 
E) an extended feedback loop.

Question 11

Eshana wants her firm's marketing communications to be more targeted in order to increase customers' receptivity to the firm's marketing messages. To achieve this goal, Eshana will likely turn to

Accepted Answer

A) sales promotions. 
B) advertising. 
C) public relations. 
D) price reductions. 
E) direct marketing. 
A) sales promotions. 
B) advertising. 
C) public relations. 
D) price reductions. 
E) direct marketing.

Question 12

When Apple's famous "1984" ad aired during the CBS telecast of Super Bowl XVIII, it reached an estimated 500 million viewers. It aired only once but has subsequently been featured in at least 10 television programs recalling great commercials. The frequency measure of this ad for its target audience is

Accepted Answer

A) 1) 
B) 10. 
C) 500 million. 
D) one-tenth. 
E) 5 billion. 
A) 1) 
B) 10. 
C) 500 million. 
D) one-tenth. 
E) 5 billion.

Question 13

How can direct marketing create a win-win situation for customers and the firm?

Accepted Answer

Responses should demonstrate a basic und

Question 14

Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this?

Accepted Answer

A) sales promotion 
B) direct marketing 
C) public relations 
D) mobile marketing 
E) advertising 
A) sales promotion 
B) direct marketing 
C) public relations 
D) mobile marketing 
E) advertising

Question 15

Huong will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Huong was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

Accepted Answer

A) sales promotions 
B) media advertising 
C) direct marketing 
D) personal selling 
E) public relations 
A) sales promotions 
B) media advertising 
C) direct marketing 
D) personal selling 
E) public relations

Question 16

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

Accepted Answer

To generate short-term sales,

Question 17

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

Accepted Answer

A) mobile marketing 
B) public relations 
C) personal selling 
D) sales promotions 
E) advertising 
A) mobile marketing 
B) public relations 
C) personal selling 
D) sales promotions 
E) advertising

Question 18

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." What will be most helpful to George?

Accepted Answer

A) Twitter 
B) corporate blog 
C) Google AdWords 
D) Google Chrome 
E) Google Analytical Thinking 
A) Twitter 
B) corporate blog 
C) Google AdWords 
D) Google Chrome 
E) Google Analytical Thinking

Question 19

Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements.

Accepted Answer

A) True 
 B)False

Question 20

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Accepted Answer

A) True 
 B)False

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

Joel had been seeing ads for the Ford Fusion car for months. When he was ready to buy a car, he went to his Ford dealership and ultimately purchased the Fusion. This is an example of the lagged effect.

In the AIDA model, awareness leads to

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements. She says, "Let's do it and see what happens." What problems can you anticipate with this as the suggested IMC goal?

To determine if his ad on Google was being viewed, Rashid looked at the number of times it appeared in front of a user. This is called

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Blogs can help a firm develop long-term relationships with its customers.

When comparing the various communication channels available to marketing professionals, it becomes apparent that

National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

Eshana wants her firm's marketing communications to be more targeted in order to increase customers' receptivity to the firm's marketing messages. To achieve this goal, Eshana will likely turn to

How can direct marketing create a win-win situation for customers and the firm?

Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this?

Huong will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Huong was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." What will be most helpful to George?

Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements.

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 17: Integrated Marketing Communications

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

Joel had been seeing ads for the Ford Fusion car for months. When he was ready to buy a car, he went to his Ford dealership and ultimately purchased the Fusion. This is an example of the lagged effect.

In the AIDA model, awareness leads to

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements. She says, "Let's do it and see what happens." What problems can you anticipate with this as the suggested IMC goal?

To determine if his ad on Google was being viewed, Rashid looked at the number of times it appeared in front of a user. This is called

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Blogs can help a firm develop long-term relationships with its customers.

When comparing the various communication channels available to marketing professionals, it becomes apparent that

National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

Eshana wants her firm's marketing communications to be more targeted in order to increase customers' receptivity to the firm's marketing messages. To achieve this goal, Eshana will likely turn to

How can direct marketing create a win-win situation for customers and the firm?

Red Bull sends out student brand managers to distribute free samples to their peers. Which form of marketing communication is this?

Huong will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Huong was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." What will be most helpful to George?

Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support, and extend the message delivered by all the other elements.

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters