Question 1

What is the role played by the interactive media in the advertising communication process?

Accepted Answer

The interactive media allows consumers t

Question 2

_____ tends to appear in specialized trade publications or professional journals,in direct-mail pieces sent to businesses,or in trade shows.

Accepted Answer

A)  Public service advertising 
B)  Business advertising 
C)  Consumer advertising 
D)  Retail advertising 
E)  Covert advertising 
A)  Public service advertising 
B)  Business advertising 
C)  Consumer advertising 
D)  Retail advertising 
E)  Covert advertising

Question 3

According to the integration triangle,which of the following are "confirm" messages?

Accepted Answer

A)  Planned messages 
B)  Inferred messages 
C)  Product messages 
D)  Unplanned messages 
E)  Service messages 
A)  Planned messages 
B)  Inferred messages 
C)  Product messages 
D)  Unplanned messages 
E)  Service messages

Question 4

The _____,who are addressed by the ad's spokesperson,are not real.

Accepted Answer

A)  sponsorial consumers 
B)  actual consumers 
C)  gatekeepers 
D)  implied consumers 
E)  personas 
A)  sponsorial consumers 
B)  actual consumers 
C)  gatekeepers 
D)  implied consumers 
E)  personas

Question 5

How is IMC both a concept and a process?

Accepted Answer

IMC is both a concept and a process.The

Question 6

In a basic transactional relationship,a company sells its product and encourages customers to call if they encounter any problems.

Accepted Answer

A) True 
 B)False

Question 7

What are the four sources of company/brand-related messages that Duncan and Moriarty describe?

Accepted Answer

Duncan and Moriarty describe four source

Question 8

To succeed,companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Accepted Answer

A)  it is easy to lure satisfied customers away from competitors. 
B)  90 percent of a manufacturer's profit comes from trial or sporadic purchasers. 
C)  offensive marketing typically costs less than defensive marketing. 
D)  great advertising will not win back a customer lost from shoddy products or poor service. 
E)  reducing customer defections by 25-85 percent can improve profit potential by about 5 percent. 
A)  it is easy to lure satisfied customers away from competitors. 
B)  90 percent of a manufacturer's profit comes from trial or sporadic purchasers. 
C)  offensive marketing typically costs less than defensive marketing. 
D)  great advertising will not win back a customer lost from shoddy products or poor service. 
E)  reducing customer defections by 25-85 percent can improve profit potential by about 5 percent.

Question 9

Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

Accepted Answer

A) True 
 B)False

Question 10

What is relationship marketing?

Accepted Answer

Relationship marketing is crea

Question 11

Synergy is the principal benefit of IMC.

Accepted Answer

A) True 
 B)False

Question 12

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.

Accepted Answer

A)  trade advertising 
B)  professional advertising 
C)  consumer advertising 
D)  noncommercial advertising 
E)  farm advertising 
A)  trade advertising 
B)  professional advertising 
C)  consumer advertising 
D)  noncommercial advertising 
E)  farm advertising

Question 13

What are the three literary forms used in advertising messages?

Accepted Answer

Advertising messages typically

Question 14

Messages from the product,price,or distribution elements are typically referred to as inferred messages.

Accepted Answer

A) True 
 B)False

Question 15

Companies aim trade advertising at resellers to obtain greater distribution of their products.

Accepted Answer

A) True 
 B)False

Question 16

A horse stable operator comes across an ad for a worming medicine in the local newspaper.He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertising,this is a form of _____.

Accepted Answer

A)  gatekeeping 
B)  noise 
C)  feedback 
D)  cue 
E)  relationship marketing 
A)  gatekeeping 
B)  noise 
C)  feedback 
D)  cue 
E)  relationship marketing

Question 17

Planned messages often have the least impact because they are seen as self-serving.

Accepted Answer

A) True 
 B)False

Question 18

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

Accepted Answer

A)  noise 
B)  clout 
C)  jargon 
D)  feedback 
E)  cue 
A)  noise 
B)  clout 
C)  jargon 
D)  feedback 
E)  cue

Question 19

What is the ultimate goal of the marketing process?

Accepted Answer

The ultimate goal of the marke

Question 20

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use _____.

Accepted Answer

A)  national advertising 
B)  international advertising 
C)  global advertising 
D)  regional advertising 
E)  local advertising 
A)  national advertising 
B)  international advertising 
C)  global advertising 
D)  regional advertising 
E)  local advertising

What is the role played by the interactive media in the advertising communication process?

_____ tends to appear in specialized trade publications or professional journals,in direct-mail pieces sent to businesses,or in trade shows.

According to the integration triangle,which of the following are "confirm" messages?

The _____,who are addressed by the ad's spokesperson,are not real.

How is IMC both a concept and a process?

In a basic transactional relationship,a company sells its product and encourages customers to call if they encounter any problems.

What are the four sources of company/brand-related messages that Duncan and Moriarty describe?

To succeed,companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

What is relationship marketing?

Synergy is the principal benefit of IMC.

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.

What are the three literary forms used in advertising messages?

Messages from the product,price,or distribution elements are typically referred to as inferred messages.

Companies aim trade advertising at resellers to obtain greater distribution of their products.

A horse stable operator comes across an ad for a worming medicine in the local newspaper.He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertising,this is a form of _____.

Planned messages often have the least impact because they are seen as self-serving.

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

What is the ultimate goal of the marketing process?

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use _____.

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 1: Advertising and IMC Today

What is the role played by the interactive media in the advertising communication process?

_____ tends to appear in specialized trade publications or professional journals,in direct-mail pieces sent to businesses,or in trade shows.

According to the integration triangle,which of the following are "confirm" messages?

The _____,who are addressed by the ad's spokesperson,are not real.

How is IMC both a concept and a process?

In a basic transactional relationship,a company sells its product and encourages customers to call if they encounter any problems.

What are the four sources of company/brand-related messages that Duncan and Moriarty describe?

To succeed,companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

What is relationship marketing?

Synergy is the principal benefit of IMC.

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.

What are the three literary forms used in advertising messages?

Messages from the product,price,or distribution elements are typically referred to as inferred messages.

Companies aim trade advertising at resellers to obtain greater distribution of their products.

A horse stable operator comes across an ad for a worming medicine in the local newspaper.He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertising,this is a form of _____.

Planned messages often have the least impact because they are seen as self-serving.

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

What is the ultimate goal of the marketing process?

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use _____.

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters