Exam 1: An Overview of Integrated Marketing Communications

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

The ultimate objective of IMC is to _____.

_____ is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.

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)_____.

Selection of target segments is a critical step toward effective and efficient marketing communications.

The ultimate objective of successful marketing communications is to cut costs.

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

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

All marketing communications should be _____.

By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple methods in combination with one another yield more positive communication results than do the tools used individually.

Many companies treat the various communication elements,such as advertising,sales promotions,public relations,and so on,as virtually separate activities rather than integrated tools that work together to achieve a common goal.

Fundamental decisions in the brand-level marcom decision process are _____,and implementation decisions are _____.

Brand managers should turn to alternative means of marcom as the option of first choice rather than automatically defaulting to _____.

For a given level of expenditure,there is no way of determining the mathematical optimum allocation between advertising and promotion because _____.

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Interactive marketing communications,or simply IMC,is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.

The use of integrated marketing communications is restricted to the mass media.

The idea of surrounding the customer or prospect with a brand's marcom messages,or that a brand's touch points should be everywhere the target audience is,is known as _____.

The context (or medium used)influences the _____ that the message has.

Which approach will best serve the customers' information needs and motivate them to purchase the brand?