Question 1

The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.

Accepted Answer

A) True 
 B)False

Question 2

The various types of brand-level marcom decisions include fundamental decisions and implementation decisions.

Accepted Answer

A) True 
 B)False

Question 3

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 the 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 the brand is relevant to the consumer's lifestyle

Question 4

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

Accepted Answer

A)  relationship statement 
B)  creative brief 
C)  positioning statement 
D)  contact brief 
E)  touch point 
A)  relationship statement 
B)  creative brief 
C)  positioning statement 
D)  contact brief 
E)  touch point

Question 5

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

Accepted Answer

The five key IMC features are:
1.The cus

Question 6

The term brand is a convenient (and appropriate)label for describing any object of concerted marketing efforts.

Accepted Answer

A) True 
 B)False

Question 7

Discuss the changes in marketing communication practices that have been particularly prominent.

Accepted Answer

1.Reduced dependence on mass media adver

Question 8

A brand has no equity if consumers are unfamiliar with it.

Accepted Answer

A) True 
 B)False

Question 9

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

Accepted Answer

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

Question 10

The IMC approach uses the "inside-out" approach in identifying communication vehicles.

Accepted Answer

A) True 
 B)False

Question 11

Describe the basic philosophy underlying integrated marketing communications (IMC),and discuss reasons why firms have not practiced IMC all along and why there is a reluctance to change.

Accepted Answer

The philosophy underlying IMC is the car

Question 12

What does the phrase,"speak with a single voice," mean?

Accepted Answer

A)  Carefully select those tools that are most appropriate for the communications objective at hand. 
B)  Reach the target audience efficiently and effectively using whatever touch points are most appropriate. 
C)  Successful marketing communications requires building relationships between brands and their consumers/customers. 
D)  All marketing communication elements should use the same endorser so that consumers do not get confused. 
E)  Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action. 
A)  Carefully select those tools that are most appropriate for the communications objective at hand. 
B)  Reach the target audience efficiently and effectively using whatever touch points are most appropriate. 
C)  Successful marketing communications requires building relationships between brands and their consumers/customers. 
D)  All marketing communication elements should use the same endorser so that consumers do not get confused. 
E)  Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 13

Which term is preferred by most marketing practitioners to refer to the collection of advertising,sales promotions,public relations,event marketing,and other communication devices?

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 14

Brands perform a critical strategic role by providing a key means for differentiating one company's offering from competitive brands.

Accepted Answer

A) True 
 B)False

Question 15

Current marketing philosophy holds that _____ is absolutely imperative for success.

Accepted Answer

A)  direct marketing 
B)  e-mail 
C)  coupons 
D)  integration 
E)  assessment 
A)  direct marketing 
B)  e-mail 
C)  coupons 
D)  integration 
E)  assessment

Question 16

Marketing and communications are virtually inseparable.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following variables do companies use to identify potential target markets?

Accepted Answer

A)  demographic characteristics 
B)  lifestyles 
C)  product usage patterns 
D)  geographic considerations 
E)  All of these are correct. 
A)  demographic characteristics 
B)  lifestyles 
C)  product usage patterns 
D)  geographic considerations 
E)  All of these are correct.

Question 18

Explain what the payoff is from using integrated marketing communications.

Accepted Answer

The payoff is that by closely integratin

Question 19

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 20

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind.

Accepted Answer

A) True 
 B)False

Exam 1: An Overview of Integrated Marketing Communications

The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.

The various types of brand-level marcom decisions include fundamental decisions and implementation decisions.

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 _____.

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

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

The term brand is a convenient (and appropriate)label for describing any object of concerted marketing efforts.

Discuss the changes in marketing communication practices that have been particularly prominent.

A brand has no equity if consumers are unfamiliar with it.

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

The IMC approach uses the "inside-out" approach in identifying communication vehicles.

Describe the basic philosophy underlying integrated marketing communications (IMC),and discuss reasons why firms have not practiced IMC all along and why there is a reluctance to change.

What does the phrase,"speak with a single voice," mean?

Which term is preferred by most marketing practitioners to refer to the collection of advertising,sales promotions,public relations,event marketing,and other communication devices?

Brands perform a critical strategic role by providing a key means for differentiating one company's offering from competitive brands.

Current marketing philosophy holds that _____ is absolutely imperative for success.

Marketing and communications are virtually inseparable.

Which of the following variables do companies use to identify potential target markets?

Explain what the payoff is from using integrated marketing communications.

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

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind.

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters