Question 1

The advancement of the internet and information technology has caused some market channel power shift to consumers.

Accepted Answer

A) True 
 B)False

Question 2

Noise is:

Accepted Answer

A)  anything which carries a message from a sender to a receiver. 
B)  changing a message to match the specific needs of a target audience. 
C)  a verbal or nonverbal cue delivered by the sender. 
D)  anything that distorts or disrupts a message. 
A)  anything which carries a message from a sender to a receiver. 
B)  changing a message to match the specific needs of a target audience. 
C)  a verbal or nonverbal cue delivered by the sender. 
D)  anything that distorts or disrupts a message.

Question 3

When a message is being heard or seen by a consumer, what is taking place?

Accepted Answer

A)  Encoding 
B)  Transmission 
C)  Decoding 
D)  Feedback 
A)  Encoding 
B)  Transmission 
C)  Decoding 
D)  Feedback

Question 4

In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

Accepted Answer

A) True 
 B)False

Question 5

The foundation of an IMC program consists of a careful review of all of the following except:

Accepted Answer

A)  economic conditions. 
B)  a company's image. 
C)  the markets in which buyers are located. 
D)  the buyers to be served. 
A)  economic conditions. 
B)  a company's image. 
C)  the markets in which buyers are located. 
D)  the buyers to be served.

Question 6

Promotions that are 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 7

Traditionally, promotions included all of the following except:

Accepted Answer

A)  advertising. 
B)  product design. 
C)  personal selling. 
D)  sales promotions. 
A)  advertising. 
B)  product design. 
C)  personal selling. 
D)  sales promotions.

Question 8

In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

Accepted Answer

A) True 
 B)False

Question 9

In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:

Accepted Answer

A)  encoding. 
B)  transmission. 
C)  decoding. 
D)  noise or clutter. 
A)  encoding. 
B)  transmission. 
C)  decoding. 
D)  noise or clutter.

Question 10

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

Question 11

Packaging and labeling products are part of the brand's digital marketing program.

Accepted Answer

A) True 
 B)False

Question 12

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

Accepted Answer

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

Question 13

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

Accepted Answer

A)  digital and alternative communication venues. 
B)  pull marketing strategies. 
C)  integrated marketing communication firms. 
D)  their own marketing departments instead of advertising agencies. 
A)  digital and alternative communication venues. 
B)  pull marketing strategies. 
C)  integrated marketing communication firms. 
D)  their own marketing departments instead of advertising agencies.

Question 14

The key to using social media successfully is:

Accepted Answer

A)  making it compatible with the off-line marketing program. 
B)  identifying the heavy users of the product. 
C)  finding the right Facebook fans. 
D)  using both Facebook and Twitter in an integrated manner. 
A)  making it compatible with the off-line marketing program. 
B)  identifying the heavy users of the product. 
C)  finding the right Facebook fans. 
D)  using both Facebook and Twitter in an integrated manner.

Question 15

The first step in IMC planning is:

Accepted Answer

A)  current situational analysis. 
B)  SWOT analysis. 
C)  developing marketing strategies. 
D)  defining primary marketing objectives. 
A)  current situational analysis. 
B)  SWOT analysis. 
C)  developing marketing strategies. 
D)  defining primary marketing objectives.

Question 16

The term "alternative marketing" includes all of the following except:

Accepted Answer

A)  buzz marketing. 
B)  social networks and blogs. 
C)  guerrilla marketing. 
D)  product placement. 
A)  buzz marketing. 
B)  social networks and blogs. 
C)  guerrilla marketing. 
D)  product placement.

Question 17

The competitive environment is now more:

Accepted Answer

A)  local. 
B)  global. 
C)  concentrated. 
D)  regionalized. 
A)  local. 
B)  global. 
C)  concentrated. 
D)  regionalized.

Question 18

Current trends affecting marketing communications include all of the following except:

Accepted Answer

A)  explosion of digital media. 
B)  emphasis on push marketing strategies. 
C)  emphasis on accountability and measurable outcomes. 
D)  integration of media platforms. 
A)  explosion of digital media. 
B)  emphasis on push marketing strategies. 
C)  emphasis on accountability and measurable outcomes. 
D)  integration of media platforms.

Question 19

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 20

The person reading a magazine advertisement plays which role in the communications model?

Accepted Answer

A)  Sender 
B)  Decoder 
C)  Receiver 
D)  Object 
A)  Sender 
B)  Decoder 
C)  Receiver 
D)  Object

The advancement of the internet and information technology has caused some market channel power shift to consumers.

Noise is:

When a message is being heard or seen by a consumer, what is taking place?

In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

The foundation of an IMC program consists of a careful review of all of the following except:

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

Traditionally, promotions included all of the following except:

In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:

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

Packaging and labeling products are part of the brand's digital marketing program.

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

The key to using social media successfully is:

The first step in IMC planning is:

The term "alternative marketing" includes all of the following except:

The competitive environment is now more:

Current trends affecting marketing communications include all of the following except:

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

The person reading a magazine advertisement plays which role in the communications model?

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 1: Integrated Marketing Communications

The advancement of the internet and information technology has caused some market channel power shift to consumers.

Noise is:

When a message is being heard or seen by a consumer, what is taking place?

In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

The foundation of an IMC program consists of a careful review of all of the following except:

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

Traditionally, promotions included all of the following except:

In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:

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

Packaging and labeling products are part of the brand's digital marketing program.

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

The key to using social media successfully is:

The first step in IMC planning is:

The term "alternative marketing" includes all of the following except:

The competitive environment is now more:

Current trends affecting marketing communications include all of the following except:

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

The person reading a magazine advertisement plays which role in the communications model?

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters