Question 1

What do the AIDA concepts refer to?

Accepted Answer

A)  the steps in developing an IMC program 
B)  the steps in promoting a product 
C)  the steps in distributing a product 
D)  the steps in the consumer purchase decision process

Question 2

The problem with simply matching competitors' promotional expenditures is that what may be appropriate for one company may not be for another.

Accepted Answer

A) True 
 B)False

Question 3

What can noise take the form of in international communications?

Accepted Answer

A)  a lack of certain vowel sounds in the language that make it impossible to say the product name 
B)  unreliable radio transmissions 
C)  multiple languages spoken in the commercial 
D)  incorrect translations

Question 4

The promotional mix for highly standardized consumer products tends to rely more on advertising than on personal selling.

Accepted Answer

A) True 
 B)False

Question 5

What type of advertising is most closely related to public relations?

Accepted Answer

A)  product 
B)  institutional 
C)  informative 
D)  newspaper

Question 6

What is a form of guerrilla marketing whereby a firm relies on social networks to transmit a marketing message?

Accepted Answer

A)  product placement 
B)  viral marketing 
C)  ambush marketing 
D)  database marketing

Question 7

Assessing promotional effectiveness starts with an evaluation of the different promotional options in an attempt to prevent mistakes before large monetary outlays are made.

Accepted Answer

A) True 
 B)False

Question 8

Publicity is frequently used to promote a corporate image or point of view, but does not serve the purpose of providing information about goods and services.

Accepted Answer

A) True 
 B)False

Question 9

The promotional mix comprises the elements of product, price, promotion, and distribution.

Accepted Answer

A) True 
 B)False

Question 10

Match each item to the statement or sentence listed below.
a.noise
b.advertising
c.promotion
d.publicity
e.sales promotion
f.guerrilla marketing
g.posttesting
h.split runs
i.cooperative advertising
j.marketing public relations
k.media scheduling
l.pretesting
m.informative advertising
n.persuasive advertising
o.retail advertising
p.missiles
q.cross-promotion
r.interactive advertising
s.sponsorship
t.institutional marketing
-Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium is called _____.

Accepted Answer

The answer of Match each item to the statement or...

Question 11

Match each item to the statement or sentence listed below.
a.noise
b.advertising
c.promotion
d.publicity
e.sales promotion
f.guerrilla marketing
g.posttesting
h.split runs
i.cooperative advertising
j.marketing public relations
k.media scheduling
l.pretesting
m.informative advertising
n.persuasive advertising
o.retail advertising
p.missiles
q.cross-promotion
r.interactive advertising
s.sponsorship
t.institutional marketing
-Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs is known as _____.

Accepted Answer

The answer of Match each item to the statement or...

Question 12

IMC (integrated marketing communications) places responsibility for unifying promotional effort with sales management because sales have the most direct impact on product revenues.

Accepted Answer

A) True 
 B)False

Question 13

What is the most common style of Internet advertising?

Accepted Answer

A)  interstitial 
B)  banner 
C)  missile 
D)  pop-up

Question 14

Communication is the transmission of messages from sender to receiver or, in the case of marketing communications, the transmission of messages from seller to buyer.

Accepted Answer

A) True 
 B)False

Question 15

In print advertising, headlines and illustrations are intended to impart information, while the signature informs and stimulates buying action.

Accepted Answer

A) True 
 B)False

Question 16

Direct marketing is used by both consumer and business-to-business marketers to generate orders and sales leads that may result in future orders.

Accepted Answer

A) True 
 B)False

Question 17

Direct marketing is a promotional technique that is used primarily by business-to-business marketers.

Accepted Answer

A) True 
 B)False

Question 18

What is ordinarily the dominant promotional mix component for unique, highly technical, or custom-made products?

Accepted Answer

A)  trade shows 
B)  publicity 
C)  personal selling 
D)  advertising

Question 19

Which of the following is considered to be part of the direct marketing category?

Accepted Answer

A)  telemarketing 
B)  billboards 
C)  sponsorship 
D)  customer service

Question 20

Click-throughs measure the number of times a viewer sees an ad.

Accepted Answer

A) True 
 B)False

Exam 14: Integrated Marketing Communications, Advertising, and Digital Communications

What do the AIDA concepts refer to?

The problem with simply matching competitors' promotional expenditures is that what may be appropriate for one company may not be for another.

What can noise take the form of in international communications?

The promotional mix for highly standardized consumer products tends to rely more on advertising than on personal selling.

What type of advertising is most closely related to public relations?

What is a form of guerrilla marketing whereby a firm relies on social networks to transmit a marketing message?

Assessing promotional effectiveness starts with an evaluation of the different promotional options in an attempt to prevent mistakes before large monetary outlays are made.

Publicity is frequently used to promote a corporate image or point of view, but does not serve the purpose of providing information about goods and services.

The promotional mix comprises the elements of product, price, promotion, and distribution.

IMC (integrated marketing communications) places responsibility for unifying promotional effort with sales management because sales have the most direct impact on product revenues.

What is the most common style of Internet advertising?

Communication is the transmission of messages from sender to receiver or, in the case of marketing communications, the transmission of messages from seller to buyer.

In print advertising, headlines and illustrations are intended to impart information, while the signature informs and stimulates buying action.

Direct marketing is used by both consumer and business-to-business marketers to generate orders and sales leads that may result in future orders.

Direct marketing is a promotional technique that is used primarily by business-to-business marketers.

What is ordinarily the dominant promotional mix component for unique, highly technical, or custom-made products?

Which of the following is considered to be part of the direct marketing category?

Click-throughs measure the number of times a viewer sees an ad.