Question 1

One reason for the decline in brand loyalty is the growing acceptance of private brands.

Accepted Answer

A) True 
 B)False

Question 2

Describe the brand parity problem.

Accepted Answer

Brand parity is the problem th

Question 3

Buying online from Amazon.com rather than a record store is an example of:

Accepted Answer

A)  a power shift to the consumer 
B)  a power shift to the producer 
C)  decline in the effectiveness of mass media 
D)  a new form of wholesaling 
A)  a power shift to the consumer 
B)  a power shift to the producer 
C)  decline in the effectiveness of mass media 
D)  a new form of wholesaling

Question 4

In the communication process,the items that carry the message from the sender to the receiver are:

Accepted Answer

A)  encoding processes 
B)  decoding processes 
C)  transmission devices 
D)  feedback devices 
A)  encoding processes 
B)  decoding processes 
C)  transmission devices 
D)  feedback devices

Question 5

The fourth and final stage of IMC development,according to the American Productivity & Quality Center,occurs when the organization uses customer data information and insights to assist corporate strategic planning.

Accepted Answer

A) True 
 B)False

Question 6

What recent trends make an IMC approach valuable to companies in the marketplace?

Accepted Answer

Information technology.
Change

Question 7

Mass-media television advertising:

Accepted Answer

A)  is as effective as ever 
B)  has risen in the past decade 
C)  has not been assessed effectively 
D)  is declining in effectiveness 
A)  is as effective as ever 
B)  has risen in the past decade 
C)  has not been assessed effectively 
D)  is declining in effectiveness

Question 8

Define GIMC.Why is GIMC important?

Accepted Answer

GIMC is globally integrated ma

Question 9

What are the components of the marketing mix? The promotions mix?

Accepted Answer

The components of the marketing mix are:

Question 10

The second element of an IMC marketing plan,following a situation analysis is a(n):

Accepted Answer

A)  situational analysis 
B)  marketing budget 
C)  marketing objectives 
D)  marketing strategies and tactics 
A)  situational analysis 
B)  marketing budget 
C)  marketing objectives 
D)  marketing strategies and tactics

Question 11

All of the following are marketing communication trends that have emerged during these turbulent times except:

Accepted Answer

A)  accountability 
B)  rising costs of media space and time 
C)  changes in tasks performed by all of the players involved in an advertising program 
D)  explosive development of alternative media 
A)  accountability 
B)  rising costs of media space and time 
C)  changes in tasks performed by all of the players involved in an advertising program 
D)  explosive development of alternative media

Question 12

Preparing ad copy is which part of the communication process?

Accepted Answer

A)  decoding 
B)  situational analysis 
C)  encoding 
D)  filtering out noise 
A)  decoding 
B)  situational analysis 
C)  encoding 
D)  filtering out noise

Question 13

The coordination and integration of all marketing communication tools,avenues,and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

Accepted Answer

A)  the marketing plan 
B)  the marketing mix 
C)  integrated marketing communications 
D)  marketing strategy 
A)  the marketing plan 
B)  the marketing mix 
C)  integrated marketing communications 
D)  marketing strategy

Question 14

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

Accepted Answer

A) True 
 B)False

Question 15

When an advertising creative takes an idea and transforms it into an ad,the process is known as encoding in a communications model.

Accepted Answer

A) True 
 B)False

Question 16

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefit and are of equal quality.

Accepted Answer

A) True 
 B)False

Question 17

One of the major new forces in the development of integrated marketing communications is:

Accepted Answer

A)  advances in technology and communication 
B)  changes in channel power 
C)  increased global competition 
D)  decline in effectiveness of mass-media advertising 
A)  advances in technology and communication 
B)  changes in channel power 
C)  increased global competition 
D)  decline in effectiveness of mass-media advertising

Question 18

All of the following are examples of clutter except:

Accepted Answer

A)  eight minutes of ads per half hour on television 
B)  the inside of a bus that has ads all along the top on both sides 
C)  Web sites loaded with commercials 
D)  a miscommunication between an ad agency and a brand manager 
A)  eight minutes of ads per half hour on television 
B)  the inside of a bus that has ads all along the top on both sides 
C)  Web sites loaded with commercials 
D)  a miscommunication between an ad agency and a brand manager

Question 19

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Accepted Answer

A) True 
 B)False

Question 20

Data-driven marketing programs include permission marketing,frequency marketing,and E-active marketing.

Accepted Answer

A) True 
 B)False

One reason for the decline in brand loyalty is the growing acceptance of private brands.

Describe the brand parity problem.

Buying online from Amazon.com rather than a record store is an example of:

In the communication process,the items that carry the message from the sender to the receiver are:

The fourth and final stage of IMC development,according to the American Productivity & Quality Center,occurs when the organization uses customer data information and insights to assist corporate strategic planning.

What recent trends make an IMC approach valuable to companies in the marketplace?

Mass-media television advertising:

Define GIMC.Why is GIMC important?

What are the components of the marketing mix? The promotions mix?

The second element of an IMC marketing plan,following a situation analysis is a(n):

All of the following are marketing communication trends that have emerged during these turbulent times except:

Preparing ad copy is which part of the communication process?

The coordination and integration of all marketing communication tools,avenues,and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

When an advertising creative takes an idea and transforms it into an ad,the process is known as encoding in a communications model.

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefit and are of equal quality.

One of the major new forces in the development of integrated marketing communications is:

All of the following are examples of clutter except:

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Data-driven marketing programs include permission marketing,frequency marketing,and E-active marketing.

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

One reason for the decline in brand loyalty is the growing acceptance of private brands.

Describe the brand parity problem.

Buying online from Amazon.com rather than a record store is an example of:

In the communication process,the items that carry the message from the sender to the receiver are:

The fourth and final stage of IMC development,according to the American Productivity & Quality Center,occurs when the organization uses customer data information and insights to assist corporate strategic planning.

What recent trends make an IMC approach valuable to companies in the marketplace?

Mass-media television advertising:

Define GIMC.Why is GIMC important?

What are the components of the marketing mix? The promotions mix?

The second element of an IMC marketing plan,following a situation analysis is a(n):

All of the following are marketing communication trends that have emerged during these turbulent times except:

Preparing ad copy is which part of the communication process?

The coordination and integration of all marketing communication tools,avenues,and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

When an advertising creative takes an idea and transforms it into an ad,the process is known as encoding in a communications model.

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefit and are of equal quality.

One of the major new forces in the development of integrated marketing communications is:

All of the following are examples of clutter except:

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Data-driven marketing programs include permission marketing,frequency marketing,and E-active marketing.

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