Question 1

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Accepted Answer

A) True 
 B)False

Question 2

After seeing advertisements for the Toyota Prius,Joel becomes interested and does some Internet research.However,after seeing the price for a new model,he decides to purchase a Ford Fusion instead.This is an example of the lagged effect.

Accepted Answer

A) True 
 B)False

Question 3

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Accepted Answer

A) True 
 B)False

Question 4

The sender of an integrated marketing communication

Accepted Answer

A)  must work with the advertising specialists to ensure all recipients interpret the message accurately. 
B)  can assess the manner in which receivers interpret the message through gross rating points. 
C)  has little control over what meaning any individual receiver will take from the message. 
D)  controls the meaning all receivers take from the message. 
E)  should attempt to control how the message is received. 
A)  must work with the advertising specialists to ensure all recipients interpret the message accurately. 
B)  can assess the manner in which receivers interpret the message through gross rating points. 
C)  has little control over what meaning any individual receiver will take from the message. 
D)  controls the meaning all receivers take from the message. 
E)  should attempt to control how the message is received.

Question 5

The IMC communication process begins with __________,who (which)must be clearly identified.

Accepted Answer

A)  the integrator 
B)  the sender 
C)  the transmitter 
D)  the communication channel 
E)  the receiver 
A)  the integrator 
B)  the sender 
C)  the transmitter 
D)  the communication channel 
E)  the receiver

Question 6

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

Accepted Answer

A) True 
 B)False

Question 7

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Accepted Answer

A)  publicity to public relations. 
B)  personal selling to advertising. 
C)  integrated marketing communications to disintegrated marketing communications. 
D)  indirect marketing to viral marketing. 
E)  advertising to direct marketing and website development. 
A)  publicity to public relations. 
B)  personal selling to advertising. 
C)  integrated marketing communications to disintegrated marketing communications. 
D)  indirect marketing to viral marketing. 
E)  advertising to direct marketing and website development.

Question 8

___________ means converting the sender's ideas into a message,which could be verbal,visual,or both.

Accepted Answer

A)  Decoding 
B)  Integrated marketing communications 
C)  Precoding 
D)  Encoding 
E)  Tracking 
A)  Decoding 
B)  Integrated marketing communications 
C)  Precoding 
D)  Encoding 
E)  Tracking

Question 9

How is advertising different from publicity?

Accepted Answer

Advertising is a paid form of communicat

Question 10

Once the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from

Accepted Answer

A)  "I want it" to "I like it." 
B)  action to desire. 
C)  "I like it" to "I want it." 
D)  interest to awareness. 
E)  feeling to thinking. 
A)  "I want it" to "I like it." 
B)  action to desire. 
C)  "I like it" to "I want it." 
D)  interest to awareness. 
E)  feeling to thinking.

Question 11

If the marketing communication has piqued the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Accepted Answer

A) True 
 B)False

Question 12

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Accepted Answer

A)  pricing 
B)  product 
C)  promotion 
D)  place 
E)  partnering 
A)  pricing 
B)  product 
C)  promotion 
D)  place 
E)  partnering

Question 13

Personal selling can be successful only through the use of print,newspapers,and radio.

Accepted Answer

A) True 
 B)False

Question 14

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Accepted Answer

She is usi

Question 15

Reaching the right audience with marketing communications is becoming more difficult because

Accepted Answer

A)  consumers are bored. 
B)  government regulations are constraining free speech. 
C)  personal selling is becoming less expensive, making it more competitive with advertising. 
D)  the media environment has become more complicated. 
E)  the AIDA model no longer represents how marketing communication works. 
A)  consumers are bored. 
B)  government regulations are constraining free speech. 
C)  personal selling is becoming less expensive, making it more competitive with advertising. 
D)  the media environment has become more complicated. 
E)  the AIDA model no longer represents how marketing communication works.

Question 16

In integrated marketing communications,encoding involves

Accepted Answer

A)  converting consumers' ideas into value propositions. 
B)  differentiating noncommercial speech from commercial speech. 
C)  converting the decoder into the receiver. 
D)  interpreting click-through rates. 
E)  converting the sender's ideas into a message. 
A)  converting consumers' ideas into value propositions. 
B)  differentiating noncommercial speech from commercial speech. 
C)  converting the decoder into the receiver. 
D)  interpreting click-through rates. 
E)  converting the sender's ideas into a message.

Question 17

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before.After seeing the sign,she will most likely need additional exposure to the product before deciding whether to stop at South of the Border.This is an example of

Accepted Answer

A)  rejection of advertising. 
B)  subliminal advertising. 
C)  product underwhelm. 
D)  IMC strategy. 
E)  the lagged effect. 
A)  rejection of advertising. 
B)  subliminal advertising. 
C)  product underwhelm. 
D)  IMC strategy. 
E)  the lagged effect.

Question 18

Which of the following is most effective in building brand image,listing details about retail locations,and educating customers about products and services?

Accepted Answer

A)  corporate blog 
B)  faxed newsletter 
C)  Super Bowl ad 
D)  corporate website 
E)  Twitter 
A)  corporate blog 
B)  faxed newsletter 
C)  Super Bowl ad 
D)  corporate website 
E)  Twitter

Question 19

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Accepted Answer

The lagged effect is the delayed respons

Question 20

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Accepted Answer

IMC goals should be explicit a

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

After seeing advertisements for the Toyota Prius,Joel becomes interested and does some Internet research.However,after seeing the price for a new model,he decides to purchase a Ford Fusion instead.This is an example of the lagged effect.

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

The sender of an integrated marketing communication

The IMC communication process begins with __________,who (which)must be clearly identified.

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

___________ means converting the sender's ideas into a message,which could be verbal,visual,or both.

How is advertising different from publicity?

Once the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from

If the marketing communication has piqued the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Personal selling can be successful only through the use of print,newspapers,and radio.

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Reaching the right audience with marketing communications is becoming more difficult because

In integrated marketing communications,encoding involves

Which of the following is most effective in building brand image,listing details about retail locations,and educating customers about products and services?

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 18: Integrated Marketing Communications

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

After seeing advertisements for the Toyota Prius,Joel becomes interested and does some Internet research.However,after seeing the price for a new model,he decides to purchase a Ford Fusion instead.This is an example of the lagged effect.

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

The sender of an integrated marketing communication

The IMC communication process begins with __________,who (which)must be clearly identified.

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

___________ means converting the sender's ideas into a message,which could be verbal,visual,or both.

How is advertising different from publicity?

Once the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from

If the marketing communication has piqued the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Personal selling can be successful only through the use of print,newspapers,and radio.

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Reaching the right audience with marketing communications is becoming more difficult because

In integrated marketing communications,encoding involves

Which of the following is most effective in building brand image,listing details about retail locations,and educating customers about products and services?

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters