Question 1

Marketing communications objectives usually are accomplished sequentially.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a general objective for a company's marcom program?

Accepted Answer

A)  inducing action 
B)  satisfying 
C)  persuading 
D)  informing 
E)  All of these are objectives of a company's marcom program. 
A)  inducing action 
B)  satisfying 
C)  persuading 
D)  informing 
E)  All of these are objectives of a company's marcom program.

Question 3

The choice of appropriate marketing communications tools and media naturally flows from the answer to which of the following questions?

Accepted Answer

A)  "What is the most cost-efficient communications to use?" 
B)  "Which communications tool best serves the company's needs?" 
C)  "How easy will it be to evaluate the effectiveness of the communications?" 
D)  "What are the communications supposed to do or accomplish?" 
E)  "Who is the target audience for the communications?" 
A)  "What is the most cost-efficient communications to use?" 
B)  "Which communications tool best serves the company's needs?" 
C)  "How easy will it be to evaluate the effectiveness of the communications?" 
D)  "What are the communications supposed to do or accomplish?" 
E)  "Who is the target audience for the communications?"

Question 4

Organizations traditionally have handled advertising,sales promotions,mobile advertising,social media,and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.

Accepted Answer

A) True 
 B)False

Question 5

_____ involves the use of any of several media to transmit messages that encourage buyers to purchase directly from the advertiser.

Accepted Answer

A)  Direct response advertising 
B)  Personal selling 
C)  360-degree branding 
D)  Media-neutral advertising 
E)  Multiple-media advertising 
A)  Direct response advertising 
B)  Personal selling 
C)  360-degree branding 
D)  Media-neutral advertising 
E)  Multiple-media advertising

Question 6

Which of the following is achieved when multiple communication tools are used in conjunction with one another producing greater results than tools used individually and in an uncoordinated fashion?

Accepted Answer

A)  synergy 
B)  duplicity 
C)  multiplicity 
D)  redundancy 
E)  repetition 
A)  synergy 
B)  duplicity 
C)  multiplicity 
D)  redundancy 
E)  repetition

Question 7

Which of the following is NOT a key feature of integrated marketing communications?

Accepted Answer

A)  Start with the customer or prospect. 
B)  Use any form of relevant contact or touchpoint. 
C)  Speak with a single voice. 
D)  Influence brand awareness and enhance consumer attitudes toward the brand. 
E)  Build relationships. 
A)  Start with the customer or prospect. 
B)  Use any form of relevant contact or touchpoint. 
C)  Speak with a single voice. 
D)  Influence brand awareness and enhance consumer attitudes toward the brand. 
E)  Build relationships.

Question 8

Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an implementation decision in the marketing communications decision-making process?

Accepted Answer

A)  targeting 
B)  mixing elements 
C)  budgeting 
D)  positioning 
E)  setting objectives 
A)  targeting 
B)  mixing elements 
C)  budgeting 
D)  positioning 
E)  setting objectives

Question 10

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis-à-vis competitive brands in the product category.

Accepted Answer

A) True 
 B)False

Question 11

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions?

Accepted Answer

A)  increasing sales and profits 
B)  enhancing brand awareness and attitudes 
C)  enhancing brand equity and affecting behavior 
D)  increasing purchase intentions and affecting behavior 
E)  enhancing brand equity and increasing brand awareness 
A)  increasing sales and profits 
B)  enhancing brand awareness and attitudes 
C)  enhancing brand equity and affecting behavior 
D)  increasing purchase intentions and affecting behavior 
E)  enhancing brand equity and increasing brand awareness

Question 12

The marketing manager for Carver Products,Inc.asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products.The marketing manager would most likely use this information in designing a(n)_____.

Accepted Answer

A)  point-of-purchase display 
B)  board of director's report 
C)  integrated marketing communications program 
D)  marketing research survey 
E)  slice-of-life television commercial 
A)  point-of-purchase display 
B)  board of director's report 
C)  integrated marketing communications program 
D)  marketing research survey 
E)  slice-of-life television commercial

Question 13

All firms employ marketing communications to one degree or another.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

Accepted Answer

A)  touchpoint 
B)  contact 
C)  intersection 
D)  touchpoint and contact 
E)  touchpoint, contact, and intersection 
A)  touchpoint 
B)  contact 
C)  intersection 
D)  touchpoint and contact 
E)  touchpoint, contact, and intersection

Question 15

Which of the following is a fundamental decision in the marketing communications decision-making process?

Accepted Answer

A)  targeting 
B)  positioning 
C)  setting objectives 
D)  budgeting 
E)  All of these are correct. 
A)  targeting 
B)  positioning 
C)  setting objectives 
D)  budgeting 
E)  All of these are correct.

Question 16

Fundamental decisions in the marketing communications decision-making process are _____,and implementation decisions are _____.

Accepted Answer

A)  tactical; strategic 
B)  strategic; tactical 
C)  long-term; short-term 
D)  short-term; long-term 
E)  practical; conceptual 
A)  tactical; strategic 
B)  strategic; tactical 
C)  long-term; short-term 
D)  short-term; long-term 
E)  practical; conceptual

Question 17

Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marketing communications decision-making process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which of the following tools should he use?

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  publicity 
D)  events 
E)  point-of-purchase display 
A)  advertising 
B)  sales promotion 
C)  publicity 
D)  events 
E)  point-of-purchase display

Question 18

There is an optimum mixture of expenditures between advertising and promotion that can be determined by using computer models.

Accepted Answer

A) True 
 B)False

Question 19

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the marketing communications decision-making process.

Accepted Answer

A) True 
 B)False

Question 20

Marketing communications is used by which type of organization?

Accepted Answer

A)  business-to-business companies 
B)  business-to-consumer companies 
C)  nonprofit organizations 
D)  None of these are correct. 
E)  All of these are correct. 
A)  business-to-business companies 
B)  business-to-consumer companies 
C)  nonprofit organizations 
D)  None of these are correct. 
E)  All of these are correct.

Exam 1: An Overview of Integrated Marketing Communications

Marketing communications objectives usually are accomplished sequentially.

Which of the following is NOT a general objective for a company's marcom program?

The choice of appropriate marketing communications tools and media naturally flows from the answer to which of the following questions?

Organizations traditionally have handled advertising,sales promotions,mobile advertising,social media,and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.

_____ involves the use of any of several media to transmit messages that encourage buyers to purchase directly from the advertiser.

Which of the following is achieved when multiple communication tools are used in conjunction with one another producing greater results than tools used individually and in an uncoordinated fashion?

Which of the following is NOT a key feature of integrated marketing communications?

Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.

Which of the following is an implementation decision in the marketing communications decision-making process?

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis-à-vis competitive brands in the product category.

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions?

The marketing manager for Carver Products,Inc.asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products.The marketing manager would most likely use this information in designing a(n)_____.

All firms employ marketing communications to one degree or another.

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

Which of the following is a fundamental decision in the marketing communications decision-making process?

Fundamental decisions in the marketing communications decision-making process are _____,and implementation decisions are _____.

Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marketing communications decision-making process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which of the following tools should he use?

There is an optimum mixture of expenditures between advertising and promotion that can be determined by using computer models.

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the marketing communications decision-making process.

Marketing communications is used by which type of organization?

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

Fundamental decisions in the marketing communications decision-making process are _,and implementation decisions are _.