Question 1

In the IMC communication process,the __________ is the medium that carries the message.

Accepted Answer

A)  feedback loop 
B)  sender 
C)  transmitter 
D)  communication channel 
E)  receiver 
A)  feedback loop 
B)  sender 
C)  transmitter 
D)  communication channel 
E)  receiver

Question 2

Sales promotions include all of the following except

Accepted Answer

A)  coupons. 
B)  rebates. 
C)  online ads. 
D)  point-of-purchase displays. 
E)  free samples. 
A)  coupons. 
B)  rebates. 
C)  online ads. 
D)  point-of-purchase displays. 
E)  free samples.

Question 3

As firms become more sophisticated in their communication efforts,the trend is toward company blogs becoming more

Accepted Answer

A)  interactive. 
B)  expensive. 
C)  company-controlled. 
D)  consumer-controlled. 
E)  entertainment-oriented. 
A)  interactive. 
B)  expensive. 
C)  company-controlled. 
D)  consumer-controlled. 
E)  entertainment-oriented.

Question 4

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

Accepted Answer

A) True 
 B)False

Question 5

Carlos owns a chain of retail electronic stores.He is evaluating how he allocates his firm's IMC budget.He receives offers from a variety of advertising media,spends money on his firm's public relations efforts,and is considering electronic media alternatives.Carl must recognize that each IMC alternative

Accepted Answer

A)  will stand on its own. 
B)  is part of the whole. 
C)  is part of noncommercial free speech. 
D)  doesn't help communicate value to the consumer. 
E)  is dictated by the nature of the supply chain. 
A)  will stand on its own. 
B)  is part of the whole. 
C)  is part of noncommercial free speech. 
D)  doesn't help communicate value to the consumer. 
E)  is dictated by the nature of the supply chain.

Question 6

All of the following are a communication channel used in the IMC process except

Accepted Answer

A)  radio. 
B)  television. 
C)  newspaper. 
D)  Internet. 
E)  supply chain. 
A)  radio. 
B)  television. 
C)  newspaper. 
D)  Internet. 
E)  supply chain.

Question 7

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Accepted Answer

A)  Product familiarity 
B)  Brand association 
C)  Brand awareness 
D)  Marketing recall 
E)  Cognitive association 
A)  Product familiarity 
B)  Brand association 
C)  Brand awareness 
D)  Marketing recall 
E)  Cognitive association

Question 8

Firms can use __________ to bring customers together to share experiences around the products.

Accepted Answer

A)  surveys 
B)  social media 
C)  consumer outlets 
D)  brand associations 
E)  public relations 
A)  surveys 
B)  social media 
C)  consumer outlets 
D)  brand associations 
E)  public relations

Question 9

When using the rule-of-thumb method for IMC budgeting,prior sales and communication activities are used for guidance.

Accepted Answer

A) True 
 B)False

Question 10

When using the objective-and-task method of IMC budgeting for multiple products and services,how often must the process be repeated?

Accepted Answer

A)  never, after the first product/service 
B)  once, for each individual product and service 
C)  once, by each management team member 
D)  only when a product is removed from the line 
E)  when the prior year's budget is exceeded 
A)  never, after the first product/service 
B)  once, for each individual product and service 
C)  once, by each management team member 
D)  only when a product is removed from the line 
E)  when the prior year's budget is exceeded

Question 11

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and he has decided he has to have it.At what stage in the AIDA model is Darrell?

Accepted Answer

He is in t

Question 12

Twitter is a form of blogging,and is increasingly used to reach current or potential customers.

Accepted Answer

A) True 
 B)False

Question 13

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Accepted Answer

A)  reduced government regulation of deceptive advertising practices. 
B)  expanded use of personal selling. 
C)  a shift from objective-and-task to rule-of-thumb budgeting. 
D)  increased use of credit and debit cards, and online shopping by consumers. 
E)  the reduction in IMC noise, allowing for a decreased lagged effect. 
A)  reduced government regulation of deceptive advertising practices. 
B)  expanded use of personal selling. 
C)  a shift from objective-and-task to rule-of-thumb budgeting. 
D)  increased use of credit and debit cards, and online shopping by consumers. 
E)  the reduction in IMC noise, allowing for a decreased lagged effect.

Question 14

The basic goal of integrated marketing communications is to

Accepted Answer

A)  communicate the value proposition to the target market. 
B)  create desire. 
C)  manipulate consumers. 
D)  outspend competitors. 
E)  tell the world about your company. 
A)  communicate the value proposition to the target market. 
B)  create desire. 
C)  manipulate consumers. 
D)  outspend competitors. 
E)  tell the world about your company.

Question 15

Integrated marketing communications (IMC)represents the product element of the four Ps.

Accepted Answer

A) True 
 B)False

Question 16

What are the four mental stages in the AIDA model?

Accepted Answer

Awareness,

Question 17

__________ refers to the process by which the receiver interprets the sender's message.

Accepted Answer

A)  Decoding 
B)  Feedback 
C)  Precoding 
D)  Encoding 
E)  Tracking 
A)  Decoding 
B)  Feedback 
C)  Precoding 
D)  Encoding 
E)  Tracking

Question 18

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Accepted Answer

A)  decoding 
B)  pretesting 
C)  feedback 
D)  simulations 
E)  encoding 
A)  decoding 
B)  pretesting 
C)  feedback 
D)  simulations 
E)  encoding

Question 19

It is difficult,but not impossible,to integrate marketing communications across all platforms,including social media.

Accepted Answer

A) True 
 B)False

Question 20

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

Accepted Answer

To generate short-term sales,m

In the IMC communication process,the __________ is the medium that carries the message.

Sales promotions include all of the following except

As firms become more sophisticated in their communication efforts,the trend is toward company blogs becoming more

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

All of the following are a communication channel used in the IMC process except

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Firms can use __________ to bring customers together to share experiences around the products.

When using the rule-of-thumb method for IMC budgeting,prior sales and communication activities are used for guidance.

When using the objective-and-task method of IMC budgeting for multiple products and services,how often must the process be repeated?

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and he has decided he has to have it.At what stage in the AIDA model is Darrell?

Twitter is a form of blogging,and is increasingly used to reach current or potential customers.

A major factor contributing to the growth in the use of direct marketing IMC efforts is

The basic goal of integrated marketing communications is to

Integrated marketing communications (IMC)represents the product element of the four Ps.

What are the four mental stages in the AIDA model?

__________ refers to the process by which the receiver interprets the sender's message.

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

It is difficult,but not impossible,to integrate marketing communications across all platforms,including social media.

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

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

In the IMC communication process,the __________ is the medium that carries the message.

Sales promotions include all of the following except

As firms become more sophisticated in their communication efforts,the trend is toward company blogs becoming more

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

All of the following are a communication channel used in the IMC process except

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Firms can use __________ to bring customers together to share experiences around the products.

When using the rule-of-thumb method for IMC budgeting,prior sales and communication activities are used for guidance.

When using the objective-and-task method of IMC budgeting for multiple products and services,how often must the process be repeated?

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and he has decided he has to have it.At what stage in the AIDA model is Darrell?

Twitter is a form of blogging,and is increasingly used to reach current or potential customers.

A major factor contributing to the growth in the use of direct marketing IMC efforts is

The basic goal of integrated marketing communications is to

Integrated marketing communications (IMC)represents the product element of the four Ps.

What are the four mental stages in the AIDA model?

__________ refers to the process by which the receiver interprets the sender's message.

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

It is difficult,but not impossible,to integrate marketing communications across all platforms,including social media.

What types of sales promotions would a marketer consider if the goal is to build short-term sales?

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