Question 1

According to the American Productivity & Quality Center of Houston,the first step in developing an IMC culture is:

Accepted Answer

A)  to identify, coordinate, and manage all forms of marketing communications. 
B)  when the organization uses consumer data information and insights to assess and guide corporate strategy 
C)  to bring information technology to the forefront 
D)  to examine all communications from the perspective of customers

Question 2

In terms of communication,encoding is:

Accepted Answer

A)  a sales pitch recited by a salesperson 
B)  the database manager finding a statistical oddity 
C)  a chat room on the Internet 
D)  a purchase decision by a consumer

Question 3

All of the following are reasons why consumers do not watch television ads except:

Accepted Answer

A)  they are bored 
B)  the ads are annoying 
C)  the program is boring 
D)  a competing brand is being advertised

Question 4

When a customer smells a perfume sample in a magazine while reading an ad,decoding is taking place.

Accepted Answer

A) True 
 B)False

Question 5

Televisions sets and billboards are examples of senders in the communication process.

Accepted Answer

A) True 
 B)False

Question 6

According to the American Productivity & Quality Center,the first stage in developing an integrated marketing communications system is to identify,coordinate,and manage all forms of marketing communication.

Accepted Answer

A) True 
 B)False

Question 7

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Accepted Answer

A) True 
 B)False

Question 8

Television is becoming a more effective mass media outlet for advertising because so many more people own sets and have access to cable as well as satellite.

Accepted Answer

A) True 
 B)False

Question 9

In terms of the communication process,a creative preparing an ad is most likely going to be involved in:

Accepted Answer

A)  encoding 
B)  transmission 
C)  decoding 
D)  noise or clutter

Question 10

An advertising agency is told a campaign should result in a 20% increase in sales.This is an example of:

Accepted Answer

A)  marketing myopia 
B)  standardization 
C)  adaptation 
D)  accountability

Question 11

Marketing account executives are facing increasing pressures related to:

Accepted Answer

A)  accountability 
B)  affordability 
C)  accessibility 
D)  applicability

Question 12

The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.

Accepted Answer

A) True 
 B)False

Question 13

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them.In a communication model,these individuals are:

Accepted Answer

A)  senders 
B)  decoders 
C)  receivers 
D)  subjects

Question 14

In addition to the traditional elements of advertising,sales promotions,and personal selling promotions now also includes activities such as database marketing,direct marketing,sponsorship marketing,Internet marketing,guerrilla marketing,and alternative marketing.

Accepted Answer

A) True 
 B)False

Question 15

Brand managers,creatives,and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment.

Accepted Answer

A) True 
 B)False

Question 16

In the past Bruce bought Kleenex brand tissues,but has now decided that all of tissues brands are pretty much the same.This is an example of brand parity.

Accepted Answer

A) True 
 B)False

Question 17

Susan just developed a new slogan to use in a company's advertising.Her main job is to think up these ideas and put them into the company's advertising plan.Susan is a(n):

Accepted Answer

A)  account manager 
B)  brand manager 
C)  creative 
D)  media manager

Question 18

The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

Accepted Answer

A)  local community activities 
B)  governmental purchase 
C)  consumer buyer behaviors 
D)  competitive actions

Question 19

A Web site is not considered a contact point because the consumer and the company employee talking to the consumer can both remain anonymous.

Accepted Answer

A) True 
 B)False

Question 20

An example of adaptation is:

Accepted Answer

A)  Ford's One-World Ford Contour car 
B)  not selling the McRib sandwich in Israel because it violates religious practices 
C)  printing ads only in English for European countries 
D)  using direct mail

Exam 1: Integrated Marketing Communications

According to the American Productivity & Quality Center of Houston,the first step in developing an IMC culture is:

In terms of communication,encoding is:

All of the following are reasons why consumers do not watch television ads except:

When a customer smells a perfume sample in a magazine while reading an ad,decoding is taking place.

Televisions sets and billboards are examples of senders in the communication process.

According to the American Productivity & Quality Center,the first stage in developing an integrated marketing communications system is to identify,coordinate,and manage all forms of marketing communication.

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Television is becoming a more effective mass media outlet for advertising because so many more people own sets and have access to cable as well as satellite.

In terms of the communication process,a creative preparing an ad is most likely going to be involved in:

An advertising agency is told a campaign should result in a 20% increase in sales.This is an example of:

Marketing account executives are facing increasing pressures related to:

The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them.In a communication model,these individuals are:

In addition to the traditional elements of advertising,sales promotions,and personal selling promotions now also includes activities such as database marketing,direct marketing,sponsorship marketing,Internet marketing,guerrilla marketing,and alternative marketing.

Brand managers,creatives,and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment.

In the past Bruce bought Kleenex brand tissues,but has now decided that all of tissues brands are pretty much the same.This is an example of brand parity.

Susan just developed a new slogan to use in a company's advertising.Her main job is to think up these ideas and put them into the company's advertising plan.Susan is a(n) :

The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

A Web site is not considered a contact point because the consumer and the company employee talking to the consumer can both remain anonymous.

An example of adaptation is: