Question 1

Define integrated marketing communications.

Accepted Answer

Smart organizations work hard to ensure

Question 2

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

Accepted Answer

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

Question 3

Image advertising,which creates a perception of a company or a personality for a brand,is rarely explicit about price.

Accepted Answer

A) True 
 B)False

Question 4

The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is the most likely to be the potential target market for a clothes manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in its matches?

Accepted Answer

A)  Sports enthusiasts, who enjoy Olympic wrestling 
B)  Pre-teen males who wish to emulate their favorite wrestlers 
C)  Authors and researchers, who have published extensively on wrestling 
D)  Parents who are wrestling enthusiasts and want their children to pursue the sport seriously 
E)  Retired wrestlers 
A)  Sports enthusiasts, who enjoy Olympic wrestling 
B)  Pre-teen males who wish to emulate their favorite wrestlers 
C)  Authors and researchers, who have published extensively on wrestling 
D)  Parents who are wrestling enthusiasts and want their children to pursue the sport seriously 
E)  Retired wrestlers

Question 6

The primary benefit of focusing on relationships is:

Accepted Answer

A)  increased retention and optimized lifetime customer value. 
B)  improved basic transactional relationship. 
C)  enhanced offensive marketing. 
D)  diminished consumer defense. 
E)  controlled reactive relationships. 
A)  increased retention and optimized lifetime customer value. 
B)  improved basic transactional relationship. 
C)  enhanced offensive marketing. 
D)  diminished consumer defense. 
E)  controlled reactive relationships.

Question 7

The implied consumers are people in the real world who make up the ad's target audience and who critically evaluate the arguments made by the ad.

Accepted Answer

A) True 
 B)False

Question 8

When an American fast-food chain entered the Chinese market in the 1990s,childhood obesity was threatening to become a major problem in the urban areas.As part of its responsibility for managing its relationships with its customers,the fast-food chain teamed with the Chinese education system and developed a program on nutrition for elementary school students featuring its mascot,Willy the clown.This helped in creating awareness and credibility for the firm at a relatively low cost and is an example of _____.

Accepted Answer

A)  direct selling 
B)  public relations 
C)  noncommercial advertising 
D)  direct-response advertising 
E)  personal selling 
A)  direct selling 
B)  public relations 
C)  noncommercial advertising 
D)  direct-response advertising 
E)  personal selling

Question 9

Media advertising is the only promotional tool that companies use to communicate information about themselves and their brands.

Accepted Answer

A) True 
 B)False

Question 10

What is noise in the communication process?

Accepted Answer

Noise refers to the distractin

Question 11

How does advertising reach people?

Accepted Answer

Advertising reaches people thr

Question 12

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

Accepted Answer

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

Question 13

What are the various brand message sources in the integration triangle developed by Duncan and Moriarty?

Accepted Answer

Planned messages are "say" messages-what

Question 14

What is advertising?

Accepted Answer

Advertising is a paid,mediated

Question 15

What is the difference between consumer and business advertising?

Accepted Answer

Usually sponsored by the producer (or ma

Question 16

What is the difference between global advertising and international advertising?

Accepted Answer

Global advertising uses messag

Question 17

Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.

Accepted Answer

A)  national 
B)  peripheral 
C)  local 
D)  regional 
E)  global 
A)  national 
B)  peripheral 
C)  local 
D)  regional 
E)  global

Question 18

Define marketing.

Accepted Answer

Marketing is the activity,set

Question 19

When a company sells a product but does not follow up in any way is a(n)_____ relationship.

Accepted Answer

A)  primary 
B)  basic transactional 
C)  reactive 
D)  accountable 
E)  proactive 
A)  primary 
B)  basic transactional 
C)  reactive 
D)  accountable 
E)  proactive

Question 20

The company that is advertising a product or idea is known as the _____.

Accepted Answer

A)  author 
B)  sponsor 
C)  persona 
D)  actor 
E)  player 
A)  author 
B)  sponsor 
C)  persona 
D)  actor 
E)  player

Define integrated marketing communications.

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

Image advertising,which creates a perception of a company or a personality for a brand,is rarely explicit about price.

The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.

Which of the following is the most likely to be the potential target market for a clothes manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in its matches?

The primary benefit of focusing on relationships is:

The implied consumers are people in the real world who make up the ad's target audience and who critically evaluate the arguments made by the ad.

Media advertising is the only promotional tool that companies use to communicate information about themselves and their brands.

What is noise in the communication process?

How does advertising reach people?

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

What are the various brand message sources in the integration triangle developed by Duncan and Moriarty?

What is advertising?

What is the difference between consumer and business advertising?

What is the difference between global advertising and international advertising?

Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.

Define marketing.

When a company sells a product but does not follow up in any way is a(n)_____ relationship.

The company that is advertising a product or idea is known as the _____.

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

Define integrated marketing communications.

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

Image advertising,which creates a perception of a company or a personality for a brand,is rarely explicit about price.

The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.

Which of the following is the most likely to be the potential target market for a clothes manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in its matches?

The primary benefit of focusing on relationships is:

The implied consumers are people in the real world who make up the ad's target audience and who critically evaluate the arguments made by the ad.

Media advertising is the only promotional tool that companies use to communicate information about themselves and their brands.

What is noise in the communication process?

How does advertising reach people?

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

What are the various brand message sources in the integration triangle developed by Duncan and Moriarty?

What is advertising?

What is the difference between consumer and business advertising?

What is the difference between global advertising and international advertising?

Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.

Define marketing.

When a company sells a product but does not follow up in any way is a(n)_____ relationship.

The company that is advertising a product or idea is known as the _____.

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