Question 1

In the marketing mix,where does integrated marketing communications belong?

Accepted Answer

A)  pricing decisions 
B)  product design 
C)  promotion 
D)  distribution 
A)  pricing decisions 
B)  product design 
C)  promotion 
D)  distribution C

Question 2

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world,which increases competitive forces.

Accepted Answer

A) True 
 B)False  True

Question 3

In terms of marketing communications,adaptation is:

Accepted Answer

A)  not used in international environments 
B)  a form of e-commerce 
C)  advertising in unusual media 
D)  adjusting a message to local conditions 
A)  not used in international environments 
B)  a form of e-commerce 
C)  advertising in unusual media 
D)  adjusting a message to local conditions D

Question 4

Promotions that help the manufacture push the product through the channel are:

Accepted Answer

A)  consumer promotions 
B)  rebate programs 
C)  direct marketing programs 
D)  trade promotions 
A)  consumer promotions 
B)  rebate programs 
C)  direct marketing programs 
D)  trade promotions

Question 5

Web sites,phone lines,and advertisements that present the same message and theme are:

Accepted Answer

A)  contact points 
B)  marketing plans 
C)  account executives 
D)  marketing objectives 
A)  contact points 
B)  marketing plans 
C)  account executives 
D)  marketing objectives

Question 6

A contact point is:

Accepted Answer

A)  the place where a marketer reaches the production team 
B)  the place where the product is packaged or sold 
C)  a description of the effects of an advertisement 
D)  a place in which a consumer interacts with a company 
A)  the place where a marketer reaches the production team 
B)  the place where the product is packaged or sold 
C)  a description of the effects of an advertisement 
D)  a place in which a consumer interacts with a company

Question 7

Today,purchase-behavior predictions of consumers are more precise due to the development of the Internet.

Accepted Answer

A) True 
 B)False

Question 8

Describe contact points.

Accepted Answer

A contact point is any place in which th

Question 9

All of the following are trends impacting the use of integrated advertising and marketing communications except:

Accepted Answer

A)  development of information technology 
B)  increases in perception of brand equity 
C)  changes in channel power 
D)  increase in competition 
A)  development of information technology 
B)  increases in perception of brand equity 
C)  changes in channel power 
D)  increase in competition

Question 10

The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.

Accepted Answer

A) True 
 B)False

Question 11

Which would be an example of feedback in a marketing channel?

Accepted Answer

A)  new product development 
B)  a customer complaint 
C)  a decision to begin international operations 
D)  removing a product from the market 
A)  new product development 
B)  a customer complaint 
C)  a decision to begin international operations 
D)  removing a product from the market

Question 12

The process of creating television commercials,print ads,and retail coupons are examples of encoding.

Accepted Answer

A) True 
 B)False

Question 13

A brand manager is the individual who oversees a line of products on behalf of an advertising agency.

Accepted Answer

A) True 
 B)False

Question 14

The first step to preparing an integrated marketing plan is a situational analysis in which the marketing team identifies problems and opportunities.

Accepted Answer

A) True 
 B)False

Question 15

When retailers hold stronger channel power than manufacturers and control the flow of merchandise to consumers,manufacturers must invest in consumer promotions to encourage retailers to stock and to push the manufacturer's brand.

Accepted Answer

A) True 
 B)False

Question 16

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention.Instead,marketing communication now means

Accepted Answer

A)  finding alternative media that can effectively communicate with consumers 
B)  holding advertising agencies and creatives accountable for results 
C)  moving marketing and advertising functions in-house rather than using an advertising agency 
D)  finding ways to engage with and interact with consumers 
A)  finding alternative media that can effectively communicate with consumers 
B)  holding advertising agencies and creatives accountable for results 
C)  moving marketing and advertising functions in-house rather than using an advertising agency 
D)  finding ways to engage with and interact with consumers

Question 17

The foundation of an integrated marketing communications program consists of managing the brand and corporate image,understanding buyer behaviors,and a(n):

Accepted Answer

A)  analysis of the organization 
B)  promotions opportunity analysis 
C)  advertising management program 
D)  company assessment program 
A)  analysis of the organization 
B)  promotions opportunity analysis 
C)  advertising management program 
D)  company assessment program

Question 18

What are the three trends that have emerged in the current turbulent new marketing communications context?

Accepted Answer

1.greater accountabi

Question 19

Promotions which are directly oriented to end users and include coupons,contests,premiums,refunds,rebates,free samples,and price-off offers are:

Accepted Answer

A)  consumer promotions 
B)  rebate programs 
C)  direct marketing programs 
D)  trade promotions 
A)  consumer promotions 
B)  rebate programs 
C)  direct marketing programs 
D)  trade promotions

Question 20

In terms of U.S.online retail sales,the category with the highest percentage of the sales,at approximately 35% of the total sales,is:

Accepted Answer

A)  computer hardware and software 
B)  toys and video games 
C)  travel 
D)  apparel 
A)  computer hardware and software 
B)  toys and video games 
C)  travel 
D)  apparel

In the marketing mix,where does integrated marketing communications belong?

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world,which increases competitive forces.

In terms of marketing communications,adaptation is:

Promotions that help the manufacture push the product through the channel are:

Web sites,phone lines,and advertisements that present the same message and theme are:

A contact point is:

Today,purchase-behavior predictions of consumers are more precise due to the development of the Internet.

Describe contact points.

All of the following are trends impacting the use of integrated advertising and marketing communications except:

The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.

Which would be an example of feedback in a marketing channel?

The process of creating television commercials,print ads,and retail coupons are examples of encoding.

A brand manager is the individual who oversees a line of products on behalf of an advertising agency.

The first step to preparing an integrated marketing plan is a situational analysis in which the marketing team identifies problems and opportunities.

When retailers hold stronger channel power than manufacturers and control the flow of merchandise to consumers,manufacturers must invest in consumer promotions to encourage retailers to stock and to push the manufacturer's brand.

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention.Instead,marketing communication now means

The foundation of an integrated marketing communications program consists of managing the brand and corporate image,understanding buyer behaviors,and a(n):

What are the three trends that have emerged in the current turbulent new marketing communications context?

Promotions which are directly oriented to end users and include coupons,contests,premiums,refunds,rebates,free samples,and price-off offers are:

In terms of U.S.online retail sales,the category with the highest percentage of the sales,at approximately 35% of the total sales,is:

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 1: Integrated Marketing Communications

In the marketing mix,where does integrated marketing communications belong?

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world,which increases competitive forces.

In terms of marketing communications,adaptation is:

Promotions that help the manufacture push the product through the channel are:

Web sites,phone lines,and advertisements that present the same message and theme are:

A contact point is:

Today,purchase-behavior predictions of consumers are more precise due to the development of the Internet.

Describe contact points.

All of the following are trends impacting the use of integrated advertising and marketing communications except:

The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.

Which would be an example of feedback in a marketing channel?

The process of creating television commercials,print ads,and retail coupons are examples of encoding.

A brand manager is the individual who oversees a line of products on behalf of an advertising agency.

The first step to preparing an integrated marketing plan is a situational analysis in which the marketing team identifies problems and opportunities.

When retailers hold stronger channel power than manufacturers and control the flow of merchandise to consumers,manufacturers must invest in consumer promotions to encourage retailers to stock and to push the manufacturer's brand.

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention.Instead,marketing communication now means

The foundation of an integrated marketing communications program consists of managing the brand and corporate image,understanding buyer behaviors,and a(n):

What are the three trends that have emerged in the current turbulent new marketing communications context?

Promotions which are directly oriented to end users and include coupons,contests,premiums,refunds,rebates,free samples,and price-off offers are:

In terms of U.S.online retail sales,the category with the highest percentage of the sales,at approximately 35% of the total sales,is:

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters