Question 1

Explain the five key features that undergird the philosophy and practice of integrated marketing communications (IMC).

Accepted Answer

The five key IMC features are:
1.IMC sho

Question 2

All of the following are examples of place advertising EXCEPT _____.

Accepted Answer

A)  billboards and bulletins 
B)  shopping cart ads 
C)  transit ads 
D)  posters 
E)  cinema ads 
A)  billboards and bulletins 
B)  shopping cart ads 
C)  transit ads 
D)  posters 
E)  cinema ads

Question 3

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

Accepted Answer

A)  increase brand awareness 
B)  cut costs 
C)  increase product usage 
D)  enhance brand equity 
E)  increase the rate of purchase 
A)  increase brand awareness 
B)  cut costs 
C)  increase product usage 
D)  enhance brand equity 
E)  increase the rate of purchase

Question 4

List the primary tools of marketing communications.

Accepted Answer

The primary tools of marketing communica

Question 5

Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers?

Accepted Answer

A)  marketing promotion 
B)  promotion 
C)  sales promotion 
D)  marketing communications 
E)  integrated marketing communications 
A)  marketing promotion 
B)  promotion 
C)  sales promotion 
D)  marketing communications 
E)  integrated marketing communications

Question 6

Unlike advertising,publicity is not paid for by the company.

Accepted Answer

A) True 
 B)False

Question 7

By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple communication tools in conjunction with one another can produce greater results than tools used individually and in an uncoordinated fashion.

Accepted Answer

A) True 
 B)False

Question 8

Publicity and advertising are alike in that both _____.

Accepted Answer

A)  are paid for by the company 
B)  usually come in the form of news items or editorial comments about a company's products or services 
C)  attempt to stimulate short-term buyer behavior 
D)  are nonpersonal communication 
E)  All of these are correct. 
A)  are paid for by the company 
B)  usually come in the form of news items or editorial comments about a company's products or services 
C)  attempt to stimulate short-term buyer behavior 
D)  are nonpersonal communication 
E)  All of these are correct.

Question 9

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem.What does this mean?

Accepted Answer

A)  There is no solution to the problem. 
B)  It is difficult to define the problem. 
C)  There is no way of determining the optimum mathematical allocation among marcom elements that will maximize revenue or profit. 
D)  There are solutions, but they are not acceptable. 
E)  There is no way to measure whether the solution chosen was the correct one. 
A)  There is no solution to the problem. 
B)  It is difficult to define the problem. 
C)  There is no way of determining the optimum mathematical allocation among marcom elements that will maximize revenue or profit. 
D)  There are solutions, but they are not acceptable. 
E)  There is no way to measure whether the solution chosen was the correct one.

Question 10

Purchase intentions are not valid measures of communication outcomes.

Accepted Answer

A) True 
 B)False

Question 11

The terms touchpoint and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Accepted Answer

A) True 
 B)False

Question 12

Earned media is also known as "free media."

Accepted Answer

A) True 
 B)False

Question 13

Debra is the brand manager for Tide laundry detergent,marketed by Procter & Gamble,and she is making the brand-level fundamental decisions in the marketing communications decision-making process.Discuss what she will be considering.

Accepted Answer

The fundamental decisions in the brand-l

Question 14

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each.A key strategic consideration is whether _____.

Accepted Answer

A)  short- or long-term schemes are more important given a brand's life-cycle stage and in view of competitive realities 
B)  the budget would allow for the relatively larger expense of advertising 
C)  the organization has the expertise in its current staff to develop successful promotions 
D)  the majority of the target market is price sensitive 
E)  use of sales promotion is necessary given current economic conditions 
A)  short- or long-term schemes are more important given a brand's life-cycle stage and in view of competitive realities 
B)  the budget would allow for the relatively larger expense of advertising 
C)  the organization has the expertise in its current staff to develop successful promotions 
D)  the majority of the target market is price sensitive 
E)  use of sales promotion is necessary given current economic conditions

Question 15

Explain what the payoff is from using integrated marketing communications.

Accepted Answer

The payoff is that by closely integratin

Question 16

The concept of media is relevant to which marcom tool?

Accepted Answer

A)  advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  All of these are correct. 
A)  advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  All of these are correct.

Question 17

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions.This is done by creating special events or developing exciting venues that attempt to _____.

Accepted Answer

A)  appeal to consumers' demographic characteristics 
B)  reposition products or services by connecting with consumers' functional needs 
C)  generate increased sales to current customers 
D)  develop new target markets 
E)  build the sensation that a sponsoring brand is relevant to the consumer's lifestyle 
A)  appeal to consumers' demographic characteristics 
B)  reposition products or services by connecting with consumers' functional needs 
C)  generate increased sales to current customers 
D)  develop new target markets 
E)  build the sensation that a sponsoring brand is relevant to the consumer's lifestyle

Question 18

Over the past two decades,the trend has moved toward greater expenditures on _____ and fewer on _____.

Accepted Answer

A)  advertising; promotions 
B)  public relations; digital marketing 
C)  personal selling; public relations 
D)  promotions; advertising 
E)  point-of-purchase displays; promotions 
A)  advertising; promotions 
B)  public relations; digital marketing 
C)  personal selling; public relations 
D)  promotions; advertising 
E)  point-of-purchase displays; promotions

Question 19

Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.

Accepted Answer

A)  speak with one voice 
B)  create synergy 
C)  build customer/brand relationships 
D)  start with the customer/prospect 
E)  reach consumers who cannot be reached through traditional mass media 
A)  speak with one voice 
B)  create synergy 
C)  build customer/brand relationships 
D)  start with the customer/prospect 
E)  reach consumers who cannot be reached through traditional mass media

Question 20

The marketing mix for a brand consists of _____.

Accepted Answer

A)  product 
B)  price 
C)  promotion 
D)  place 
E)  All of these are correct. 
A)  product 
B)  price 
C)  promotion 
D)  place 
E)  All of these are correct.

Exam 1: An Overview of Integrated Marketing Communications

Explain the five key features that undergird the philosophy and practice of integrated marketing communications (IMC).

All of the following are examples of place advertising EXCEPT _____.

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

List the primary tools of marketing communications.

Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers?

Unlike advertising,publicity is not paid for by the company.

By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple communication tools in conjunction with one another can produce greater results than tools used individually and in an uncoordinated fashion.

Publicity and advertising are alike in that both _____.

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem.What does this mean?

Purchase intentions are not valid measures of communication outcomes.

The terms touchpoint and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Earned media is also known as "free media."

Debra is the brand manager for Tide laundry detergent,marketed by Procter & Gamble,and she is making the brand-level fundamental decisions in the marketing communications decision-making process.Discuss what she will be considering.

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each.A key strategic consideration is whether _____.

Explain what the payoff is from using integrated marketing communications.

The concept of media is relevant to which marcom tool?

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions.This is done by creating special events or developing exciting venues that attempt to _____.

Over the past two decades,the trend has moved toward greater expenditures on _____ and fewer on _____.

Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.

The marketing mix for a brand consists of _____.

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Over the past two decades,the trend has moved toward greater expenditures on _ and fewer on _.