Question 1

If marketing communications are effective,they will

Accepted Answer

A)  result in purchases by some consumers receiving the communications. 
B)  offset any negative publicity the firm may have received. 
C)  minimize the number of communication channels used by the firm. 
D)  generate interest in the product in over half the consumers reached. 
E)  include all steps of the AIDA model with equal weighting to each step. 
A)  result in purchases by some consumers receiving the communications. 
B)  offset any negative publicity the firm may have received. 
C)  minimize the number of communication channels used by the firm. 
D)  generate interest in the product in over half the consumers reached. 
E)  include all steps of the AIDA model with equal weighting to each step.

Question 2

One of the difficulties in measuring the effectiveness of IMC efforts is the __________,where consumers do not act immediately after receiving a marketing communication.

Accepted Answer

A)  decoding decomposition effect 
B)  lagged effect 
C)  noncommittal effect 
D)  viral effect 
E)  click-through delay 
A)  decoding decomposition effect 
B)  lagged effect 
C)  noncommittal effect 
D)  viral effect 
E)  click-through delay

Question 3

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Accepted Answer

A)  consumers prefer advertising over other channels. 
B)  no single channel is better than another channel. 
C)  public relations is the least expensive, but the most successful. 
D)  personal selling is the most expensive and the least successful. 
E)  online marketing is taking the place of advertising and public relations. 
A)  consumers prefer advertising over other channels. 
B)  no single channel is better than another channel. 
C)  public relations is the least expensive, but the most successful. 
D)  personal selling is the most expensive and the least successful. 
E)  online marketing is taking the place of advertising and public relations.

Question 4

Lars wants to purchase a gift for a colleague whose home he will be visiting.He decides to bring luxury chocolates,as he knows most people enjoy them.Although he is not sure about specific products,Lars heads directly for a store selling Godiva Chocolates,because he knows this is a high-end brand.Lars can be said to have

Accepted Answer

A)  brand recall. 
B)  aided recall. 
C)  brand preference. 
D)  brand image. 
E)  brand awareness. 
A)  brand recall. 
B)  aided recall. 
C)  brand preference. 
D)  brand image. 
E)  brand awareness.

Question 5

Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of

Accepted Answer

A)  personal selling. 
B)  mobile marketing. 
C)  online marketing. 
D)  social media. 
E)  advertising. 
A)  personal selling. 
B)  mobile marketing. 
C)  online marketing. 
D)  social media. 
E)  advertising.

Question 6

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

Accepted Answer

Gross rating points are calculated by mu

Question 7

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Accepted Answer

As consumers increased their u

Question 8

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Accepted Answer

A)  The message was decoded incorrectly. 
B)  The message was not transmitted. 
C)  The message was not received by its intended audience. 
D)  The message was encoded incorrectly. 
E)  The sender was not clearly identified. 
A)  The message was decoded incorrectly. 
B)  The message was not transmitted. 
C)  The message was not received by its intended audience. 
D)  The message was encoded incorrectly. 
E)  The sender was not clearly identified.

Question 9

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Accepted Answer

A)  effective branding requires marketers to encode messages identically for each market. 
B)  each receiver decodes IMC messages in his or her own way. 
C)  action is taken before desire and interest are determined. 
D)  marketers can almost always use the same message for all audiences. 
E)  messages are decoded in the manner intended by the encoder. 
A)  effective branding requires marketers to encode messages identically for each market. 
B)  each receiver decodes IMC messages in his or her own way. 
C)  action is taken before desire and interest are determined. 
D)  marketers can almost always use the same message for all audiences. 
E)  messages are decoded in the manner intended by the encoder.

Question 10

Provide an example of a firm delivering the right message to the right audience through the right media.

Accepted Answer

Answers will vary,but should focus on co

Question 11

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use all of the following except __________ to provide feedback from her efforts.

Accepted Answer

A)  sales data 
B)  complaints 
C)  compliments 
D)  coupon redemption rates 
E)  the channel 
A)  sales data 
B)  complaints 
C)  compliments 
D)  coupon redemption rates 
E)  the channel

Question 12

The three elements of any IMC strategy are the consumer,the channels,and

Accepted Answer

A)  the receiver. 
B)  the product. 
C)  evaluation of the results. 
D)  the company. 
E)  event sponsorship. 
A)  the receiver. 
B)  the product. 
C)  evaluation of the results. 
D)  the company. 
E)  event sponsorship.

Question 13

Explain how a company can use search engine marketing.

Accepted Answer

A company can use Google AdWords,a searc

Question 14

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Accepted Answer

A) True 
 B)False

Question 15

Even the best marketing communication can be wasted if the sender does not first

Accepted Answer

A)  generate consumer action. 
B)  offer testimonials from past consumers. 
C)  determine the level of desire needed to sustain action. 
D)  gain the attention of the consumer. 
E)  stimulate interest among stealth marketing consumers. 
A)  generate consumer action. 
B)  offer testimonials from past consumers. 
C)  determine the level of desire needed to sustain action. 
D)  gain the attention of the consumer. 
E)  stimulate interest among stealth marketing consumers.

Question 16

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

Accepted Answer

A)  reach and frequency 
B)  track and decode 
C)  objective-and-task 
D)  rule-of-thumb 
E)  sender-receiver 
A)  reach and frequency 
B)  track and decode 
C)  objective-and-task 
D)  rule-of-thumb 
E)  sender-receiver

Question 17

The sender of an IMC message hopes the receivers are

Accepted Answer

A)  the people for whom the message was originally intended. 
B)  the people with the most buying power. 
C)  consumers who are capable of discerning value. 
D)  consumers who have purchased the firm's products in the past. 
E)  the market segment with the most gross rating points. 
A)  the people for whom the message was originally intended. 
B)  the people with the most buying power. 
C)  consumers who are capable of discerning value. 
D)  consumers who have purchased the firm's products in the past. 
E)  the market segment with the most gross rating points.

Question 18

In the IMC communication process,the __________ encodes the marketing communication message.

Accepted Answer

A)  instructor 
B)  sender 
C)  transmitter 
D)  communication channel 
E)  receiver 
A)  instructor 
B)  sender 
C)  transmitter 
D)  communication channel 
E)  receiver

Question 19

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Accepted Answer

Think,feel,do.Think

Question 20

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi

If marketing communications are effective,they will

One of the difficulties in measuring the effectiveness of IMC efforts is the __________,where consumers do not act immediately after receiving a marketing communication.

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Provide an example of a firm delivering the right message to the right audience through the right media.

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use all of the following except __________ to provide feedback from her efforts.

The three elements of any IMC strategy are the consumer,the channels,and

Explain how a company can use search engine marketing.

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Even the best marketing communication can be wasted if the sender does not first

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

The sender of an IMC message hopes the receivers are

In the IMC communication process,the __________ encodes the marketing communication message.

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Compare and contrast mobile marketing with online marketing.

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

If marketing communications are effective,they will

One of the difficulties in measuring the effectiveness of IMC efforts is the __________,where consumers do not act immediately after receiving a marketing communication.

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Provide an example of a firm delivering the right message to the right audience through the right media.

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use all of the following except __________ to provide feedback from her efforts.

The three elements of any IMC strategy are the consumer,the channels,and

Explain how a company can use search engine marketing.

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Even the best marketing communication can be wasted if the sender does not first

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

The sender of an IMC message hopes the receivers are

In the IMC communication process,the __________ encodes the marketing communication message.

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Compare and contrast mobile marketing with online marketing.

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