Question 1

Define integrated marketing communications.What makes it different from traditional promotions programs?

Accepted Answer

IMC is the coordination and integration

Question 2

Members of a typical marketing channel include producers,wholesalers,retailers,and:

Accepted Answer

A)  consumers 
B)  competitors 
C)  business agents 
D)  business merchants 
A)  consumers 
B)  competitors 
C)  business agents 
D)  business merchants

Question 3

Coca Cola runs the same advertisement in all French-speaking countries.This is an example of:

Accepted Answer

A)  a diversified IMC theme 
B)  standardization 
C)  customization 
D)  integration 
A)  a diversified IMC theme 
B)  standardization 
C)  customization 
D)  integration

Question 4

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

Accepted Answer

A)  sending 
B)  encoding 
C)  transmission 
D)  filtering out noise 
A)  sending 
B)  encoding 
C)  transmission 
D)  filtering out noise

Question 5

Part of the process of refining an IMC program is:

Accepted Answer

A)  reducing all forms of external communications 
B)  viewing communications from the perspective of the customer 
C)  limiting technology to mandated programs 
D)  making sure it only pertains to the marketing department 
A)  reducing all forms of external communications 
B)  viewing communications from the perspective of the customer 
C)  limiting technology to mandated programs 
D)  making sure it only pertains to the marketing department

Question 6

Coca-Cola's consistent use of the same logo,theme,and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Accepted Answer

A) True 
 B)False

Question 7

The individuals who develop the actual advertisements for promotional campaigns are called:

Accepted Answer

A)  account executives 
B)  brand managers 
C)  creatives 
D)  receivers 
A)  account executives 
B)  brand managers 
C)  creatives 
D)  receivers

Question 8

A consumer sees a billboard while driving.The billboard is a:

Accepted Answer

A)  creative 
B)  decoding device 
C)  transmission device 
D)  form of feedback 
A)  creative 
B)  decoding device 
C)  transmission device 
D)  form of feedback

Question 9

Typically,advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

Accepted Answer

A) True 
 B)False

Question 10

The person or group who wishes to convey a message is which element of the communication process?

Accepted Answer

A)  sender 
B)  encoder 
C)  decoder 
D)  receiver 
A)  sender 
B)  encoder 
C)  decoder 
D)  receiver

Question 11

A Globally Integrated Marketing Communications plan creates a standard message across all cultures.

Accepted Answer

A) True 
 B)False

Question 12

In this text,an integrated marketing communications program is compared to:

Accepted Answer

A)  a pyramid of marketing activities 
B)  the parts of a computer 
C)  the government of a state 
D)  a car traveling at a high speed 
A)  a pyramid of marketing activities 
B)  the parts of a computer 
C)  the government of a state 
D)  a car traveling at a high speed

Question 13

Brand loyalty has steadily increased over the last decade.

Accepted Answer

A) True 
 B)False

Question 14

Current thinking in marketing is that engaging with consumers is the most important ingredient in a successful communications program.

Accepted Answer

A) True 
 B)False

Question 15

The Ron Jon Surf Shop logo has helped increase brand recall.

Accepted Answer

A) True 
 B)False

Question 16

Knowing how to reach purchasing managers and other decision makers within target businesses is a critical element in the development of a totally integrated communications plan.

Accepted Answer

A) True 
 B)False

Question 17

Julie is explaining an integrated marketing communications program to Michael.In this situation:

Accepted Answer

A)  Julie is a sender and Michael is an encoder 
B)  Julie is a receiver and Michael is using a transmission device 
C)  Julie is a sender and Michael is a receiver 
D)  Julie is a transmission device and Michael is a decoder 
A)  Julie is a sender and Michael is an encoder 
B)  Julie is a receiver and Michael is using a transmission device 
C)  Julie is a sender and Michael is a receiver 
D)  Julie is a transmission device and Michael is a decoder

Question 18

The second step in developing an integrated marketing plan,following the identification of problems and opportunities,is to define primary marketing objectives.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  integration of information by consumers 
B)  increases in perception of brand parity 
C)  increase in channel power by manufacturers 
D)  decline in effectiveness of television advertising 
A)  integration of information by consumers 
B)  increases in perception of brand parity 
C)  increase in channel power by manufacturers 
D)  decline in effectiveness of television advertising

Question 20

Predicting purchasing behavior of customers is more accurate today because of:

Accepted Answer

A)  increased use of credit cards 
B)  the UPC bar coding system and point-of-purchase systems 
C)  the shift of power to retailers and consumers 
D)  the ability of advertisers to accurately measure how many people watch or see advertisements 
A)  increased use of credit cards 
B)  the UPC bar coding system and point-of-purchase systems 
C)  the shift of power to retailers and consumers 
D)  the ability of advertisers to accurately measure how many people watch or see advertisements

Define integrated marketing communications.What makes it different from traditional promotions programs?

Members of a typical marketing channel include producers,wholesalers,retailers,and:

Coca Cola runs the same advertisement in all French-speaking countries.This is an example of:

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

Part of the process of refining an IMC program is:

Coca-Cola's consistent use of the same logo,theme,and colors on packages and in advertisements is an example of an integrated marketing communications approach.

The individuals who develop the actual advertisements for promotional campaigns are called:

A consumer sees a billboard while driving.The billboard is a:

Typically,advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

The person or group who wishes to convey a message is which element of the communication process?

A Globally Integrated Marketing Communications plan creates a standard message across all cultures.

In this text,an integrated marketing communications program is compared to:

Brand loyalty has steadily increased over the last decade.

Current thinking in marketing is that engaging with consumers is the most important ingredient in a successful communications program.

The Ron Jon Surf Shop logo has helped increase brand recall.

Knowing how to reach purchasing managers and other decision makers within target businesses is a critical element in the development of a totally integrated communications plan.

Julie is explaining an integrated marketing communications program to Michael.In this situation:

The second step in developing an integrated marketing plan,following the identification of problems and opportunities,is to define primary marketing objectives.

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

Predicting purchasing behavior of customers is more accurate today because of:

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

Define integrated marketing communications.What makes it different from traditional promotions programs?

Members of a typical marketing channel include producers,wholesalers,retailers,and:

Coca Cola runs the same advertisement in all French-speaking countries.This is an example of:

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

Part of the process of refining an IMC program is:

Coca-Cola's consistent use of the same logo,theme,and colors on packages and in advertisements is an example of an integrated marketing communications approach.

The individuals who develop the actual advertisements for promotional campaigns are called:

A consumer sees a billboard while driving.The billboard is a:

Typically,advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

The person or group who wishes to convey a message is which element of the communication process?

A Globally Integrated Marketing Communications plan creates a standard message across all cultures.

In this text,an integrated marketing communications program is compared to:

Brand loyalty has steadily increased over the last decade.

Current thinking in marketing is that engaging with consumers is the most important ingredient in a successful communications program.

The Ron Jon Surf Shop logo has helped increase brand recall.

Knowing how to reach purchasing managers and other decision makers within target businesses is a critical element in the development of a totally integrated communications plan.

Julie is explaining an integrated marketing communications program to Michael.In this situation:

The second step in developing an integrated marketing plan,following the identification of problems and opportunities,is to define primary marketing objectives.

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

Predicting purchasing behavior of customers is more accurate today because of:

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