Question 1

Personal selling is an especially important part of IMC in

Accepted Answer

A) business-to-business settings. 
B) online marketing. 
C) business-to-consumer settings. 
D) direct marketing. 
E) passive advertising. 
A) business-to-business settings. 
B) online marketing. 
C) business-to-consumer settings. 
D) direct marketing. 
E) passive advertising.

Question 2

The goals of IMC need to

Accepted Answer

A) expand as the advertising budget expands. 
B) be explicit and measurable. 
C) be encoded before they can be decoded. 
D) include both the noise effect and the transmitter effect. 
E) be separate from budget. 
A) expand as the advertising budget expands. 
B) be explicit and measurable. 
C) be encoded before they can be decoded. 
D) include both the noise effect and the transmitter effect. 
E) be separate from budget.

Question 3

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

Accepted Answer

A) True 
 B)False

Question 4

A ________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

Accepted Answer

A) corporate blog 
B) faxed newsletter 
C) Super Bowl ad 
D) full-page ad in selected newspapers 
E) public relations campaign 
A) corporate blog 
B) faxed newsletter 
C) Super Bowl ad 
D) full-page ad in selected newspapers 
E) public relations campaign

Question 5

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

Accepted Answer

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

Question 6

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Accepted Answer

A) True 
 B)False

Question 7

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi

Question 8

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

Accepted Answer

A) decoding 
B) pretesting 
C) precoding 
D) encoding 
E) feedback 
A) decoding 
B) pretesting 
C) precoding 
D) encoding 
E) feedback

Question 9

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased [your book] also purchased . . ." This is an example of

Accepted Answer

A) mass media advertising. 
B) publicity. 
C) public relations. 
D) sales promotions. 
E) direct marketing. 
A) mass media advertising. 
B) publicity. 
C) public relations. 
D) sales promotions. 
E) direct marketing.

Question 10

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

Accepted Answer

A) expanding customer loyalty by closing the feedback loop. 
B) increasing market share, sales, and customer loyalty. 
C) increasing inquiries, awareness, and trial of her firm's services. 
D) shifting customers to rule-of-thumb budgeting. 
E) increasing the lagged effect. 
A) expanding customer loyalty by closing the feedback loop. 
B) increasing market share, sales, and customer loyalty. 
C) increasing inquiries, awareness, and trial of her firm's services. 
D) shifting customers to rule-of-thumb budgeting. 
E) increasing the lagged effect.

Question 11

In simple terms, the AIDA model is also known as the ________ model.

Accepted Answer

A) intention, action, interest 
B) stop, look, listen 
C) want, need, desire 
D) inform, persuade, act 
E) think, feel, do 
A) intention, action, interest 
B) stop, look, listen 
C) want, need, desire 
D) inform, persuade, act 
E) think, feel, do

Question 12

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Accepted Answer

A) sender 
B) transmitter 
C) encoder 
D) channel 
E) receiver 
A) sender 
B) transmitter 
C) encoder 
D) channel 
E) receiver

Question 13

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Accepted Answer

The GRP is equal to reach time

Question 14

List the steps in the AIDA model and explain why each step is important to marketers.

Accepted Answer

Awareness-in this step, marketers are lo

Question 15

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

Accepted Answer

A) aided recall. 
B) unaided recall. 
C) top-of-mind awareness. 
D) brand preference. 
E) brand indifference. 
A) aided recall. 
B) unaided recall. 
C) top-of-mind awareness. 
D) brand preference. 
E) brand indifference.

Question 16

In integrated marketing communications, encoding involves

Accepted Answer

A) converting consumers' ideas into value propositions. 
B) differentiating noncommercial speech from commercial speech. 
C) converting the decoder into the receiver. 
D) interpreting click-through rates. 
E) converting the sender's ideas into a message. 
A) converting consumers' ideas into value propositions. 
B) differentiating noncommercial speech from commercial speech. 
C) converting the decoder into the receiver. 
D) interpreting click-through rates. 
E) converting the sender's ideas into a message.

Question 17

Company X allocated a large budget for web-based communication to promote its products. To determine the effectiveness of these communications, it should use ________ to measure how much time viewers spend on particular web pages, the number of pages they view, how many times users click banner ads, which website they came from, and so on.

Accepted Answer

A) gross rating points 
B) web-tracking software 
C) Google AdWords 
D) social media analytics 
E) Internet media 
A) gross rating points 
B) web-tracking software 
C) Google AdWords 
D) social media analytics 
E) Internet media

Question 18

The communication channel used in IMC must

Accepted Answer

A) match the traditional channel used in that particular retail sector. 
B) include network advertising, local newspapers, and regional radio stations. 
C) connect the sender with the desired recipients. 
D) deliver the best encoding capabilities. 
E) maximize decoding difficulty. 
A) match the traditional channel used in that particular retail sector. 
B) include network advertising, local newspapers, and regional radio stations. 
C) connect the sender with the desired recipients. 
D) deliver the best encoding capabilities. 
E) maximize decoding difficulty.

Question 19

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

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 20

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

Accepted Answer

A) social media 
B) blogs 
C) websites 
D) Facetime 
E) the Internet 
A) social media 
B) blogs 
C) websites 
D) Facetime 
E) the Internet

Personal selling is an especially important part of IMC in

The goals of IMC need to

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

A ________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Compare and contrast mobile marketing with online marketing.

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased [your book] also purchased . . ." This is an example of

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

In simple terms, the AIDA model is also known as the ________ model.

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

List the steps in the AIDA model and explain why each step is important to marketers.

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

In integrated marketing communications, encoding involves

The communication channel used in IMC must

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

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

Personal selling is an especially important part of IMC in

The goals of IMC need to

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

A ________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company.

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Compare and contrast mobile marketing with online marketing.

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased [your book] also purchased . . ." This is an example of

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

In simple terms, the AIDA model is also known as the ________ model.

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

List the steps in the AIDA model and explain why each step is important to marketers.

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

In integrated marketing communications, encoding involves

The communication channel used in IMC must

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

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