Question 1

Which of these is the least interactive IMC strategy?

Accepted Answer

A) personal selling 
B) mobile marketing 
C) online marketing via social media 
D) direct marketing via catalog 
E) telemarketing 
A) personal selling 
B) mobile marketing 
C) online marketing via social media 
D) direct marketing via catalog 
E) telemarketing

Question 2

Compared to other IMC alternatives, advertising is extremely effective for

Accepted Answer

A) closing a sale. 
B) decoding messages efficiently. 
C) reducing the potential for noise. 
D) creating awareness and generating interest in a product. 
E) repositioning consumers in the AIDA model. 
A) closing a sale. 
B) decoding messages efficiently. 
C) reducing the potential for noise. 
D) creating awareness and generating interest in a product. 
E) repositioning consumers in the AIDA model.

Question 3

Even the best marketing communication can be wasted if the sender does not first

Accepted Answer

A) generate consumer action. 
B) offer testimonials from past consumers. 
C) determine the level of desire needed to sustain action. 
D) gain the attention of the consumer. 
E) stimulate interest among all marketing consumers. 
A) generate consumer action. 
B) offer testimonials from past consumers. 
C) determine the level of desire needed to sustain action. 
D) gain the attention of the consumer. 
E) stimulate interest among all marketing consumers.

Question 4

An ad for Heineken ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

Accepted Answer

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

Question 5

In advertising, pictures can convey a lot of information, demonstrating how the most important facet of encoding is not what is received but what is sent.

Accepted Answer

A) True 
 B)False

Question 6

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Accepted Answer

A) "I want it" to "I like it." 
B) action to desire. 
C) "I like it" to "I want it." 
D) interest to awareness. 
E) feeling to thinking. 
A) "I want it" to "I like it." 
B) action to desire. 
C) "I like it" to "I want it." 
D) interest to awareness. 
E) feeling to thinking.

Question 7

Charms and Jewels, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

Accepted Answer

A) personal selling. 
B) mobile marketing. 
C) online marketing. 
D) social media. 
E) advertising. 
A) personal selling. 
B) mobile marketing. 
C) online marketing. 
D) social media. 
E) advertising.

Question 8

The IMC communication process originates from the __________.

Accepted Answer

A) integrator 
B) sender 
C) transmitter 
D) communication channel 
E) receiver 
A) integrator 
B) sender 
C) transmitter 
D) communication channel 
E) receiver

Question 9

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Accepted Answer

A) True 
 B)False

Question 10

Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? Describe this process.

Accepted Answer

Julie is using the objective-and-task me

Question 11

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Accepted Answer

Think, feel, do. Think is awar

Question 12

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

Accepted Answer

A) True 
 B)False

Question 13

Loren wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, as he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates, because he knows this is a high-end brand. Lars can be said to have

Accepted Answer

A) brand recall. 
B) aided recall. 
C) brand preference. 
D) brand image. 
E) brand awareness. 
A) brand recall. 
B) aided recall. 
C) brand preference. 
D) brand image. 
E) brand awareness.

Question 14

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Accepted Answer

A) True 
 B)False

Question 15

The sender of an IMC message hopes the receivers are

Accepted Answer

A) the people for whom the message was originally intended. 
B) the people with the most buying power. 
C) consumers who are capable of discerning value. 
D) consumers who have purchased the firm's products in the past. 
E) the most diverse market segment. 
A) the people for whom the message was originally intended. 
B) the people with the most buying power. 
C) consumers who are capable of discerning value. 
D) consumers who have purchased the firm's products in the past. 
E) the most diverse market segment.

Question 16

As she drove to work, Marj thought about how she would explain to her boss why she was late for the meeting. Marj was encoding her message.

Accepted Answer

A) True 
 B)False

Question 17

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

Accepted Answer

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

Question 18

Integrated marketing communications (IMC)represents the product element of the four Ps.

Accepted Answer

A) True 
 B)False

Question 19

The goal of any marketing communication is to

Accepted Answer

A) maximize personal selling. 
B) increase public relations click-through rates. 
C) overwhelm negative publicity with commercial speech. 
D) replace cause-related marketing with non-cause-related marketing. 
E) get the right message to the right audience through the right media. 
A) maximize personal selling. 
B) increase public relations click-through rates. 
C) overwhelm negative publicity with commercial speech. 
D) replace cause-related marketing with non-cause-related marketing. 
E) get the right message to the right audience through the right media.

Question 20

Belinda is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

Accepted Answer

A) True 
 B)False

Which of these is the least interactive IMC strategy?

Compared to other IMC alternatives, advertising is extremely effective for

Even the best marketing communication can be wasted if the sender does not first

An ad for Heineken ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

In advertising, pictures can convey a lot of information, demonstrating how the most important facet of encoding is not what is received but what is sent.

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Charms and Jewels, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

The IMC communication process originates from the __________.

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? Describe this process.

What is another name for the AIDA model? Correlate this term to the AIDA steps.

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

The sender of an IMC message hopes the receivers are

As she drove to work, Marj thought about how she would explain to her boss why she was late for the meeting. Marj was encoding her message.

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

Integrated marketing communications (IMC)represents the product element of the four Ps.

The goal of any marketing communication is to

Belinda is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

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

Which of these is the least interactive IMC strategy?

Compared to other IMC alternatives, advertising is extremely effective for

Even the best marketing communication can be wasted if the sender does not first

An ad for Heineken ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

In advertising, pictures can convey a lot of information, demonstrating how the most important facet of encoding is not what is received but what is sent.

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Charms and Jewels, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

The IMC communication process originates from the __________.

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? Describe this process.

What is another name for the AIDA model? Correlate this term to the AIDA steps.

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

The sender of an IMC message hopes the receivers are

As she drove to work, Marj thought about how she would explain to her boss why she was late for the meeting. Marj was encoding her message.

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

Integrated marketing communications (IMC)represents the product element of the four Ps.

The goal of any marketing communication is to

Belinda is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

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