Question 1

Marketing communicators should realize that other communication methods must receive careful consideration before _____ is automatically assumed to be the solution.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  point-of-purchase advertising 
D)  event marketing 
E)  mass media advertising

Question 2

Examples of paid media include mobile sites and blogs.

Accepted Answer

A) True 
 B)False

Question 3

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

Accepted Answer

A)  media advertising 
B)  promotions 
C)  place advertising 
D)  point-of-purchase advertising 
E)  public relations

Question 4

What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC)?

Accepted Answer

A)  There is a lack of interest in IMC by top management. 
B)  The cost of implementing an IMC program is difficult to justify. 
C)  Little can be gained by coordinating the various marketing communications elements. 
D)  Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications. 
E)  Measuring the return on investment is nearly impossible.

Question 5

Novice managers are more likely than experienced managers to practice integrated marketing communications.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following promotional mix elements consists of activities that attempt to stimulate short-term buyer behavior?

Accepted Answer

A)  sales promotion 
B)  advertising 
C)  publicity 
D)  personal selling 
E)  All of these are correct.

Question 7

A key characteristic of integrated marketing communications is the building of relationships with customers.Which of the following is NOT a benefit of building relationships?

Accepted Answer

A)  repeat purchases 
B)  loyalty toward a brand 
C)  enduring links between a brand and its customers 
D)  greater profitability 
E)  huge acquisition costs

Question 8

Which of the following is NOT a measure of communications outcomes?

Accepted Answer

A)  purchase intentions 
B)  brand awareness 
C)  message comprehension 
D)  attitude toward the brand 
E)  All of these are measures of communication outcomes.

Question 9

The integrated marketing communications process uses an "inside-out" approach in identifying communication vehicles.

Accepted Answer

A) True 
 B)False

Question 10

The process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals is known as _____.

Accepted Answer

A)  promotion 
B)  advertising 
C)  integration 
D)  marketing 
E)  communications

Question 11

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year.Which implementation decision is Allison making?

Accepted Answer

A)  mixing elements 
B)  creating messages 
C)  selecting media 
D)  establishing momentum 
E)  targeting

Question 12

Which of the following statements is true regarding the adoption of integrated marketing communications (IMC)?

Accepted Answer

A)  Novice managers are more likely than experienced managers to practice IMC. 
B)  Firms involved in marketing services rather than products are more likely to practice IMC. 
C)  Business-to-business companies are more likely than business-to-consumer companies to practice IMC. 
D)  Less sophisticated firms are likely adherents to IMC. 
E)  All of these are correct.

Question 13

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

Accepted Answer

A)  positioning statement 
B)  contact point 
C)  relationship statement 
D)  creative brief 
E)  creative platform

Question 14

The value of customer retention has been compared to a(n)_____.

Accepted Answer

A)  clogged drain 
B)  leaky bucket 
C)  sand castle 
D)  ice sculpture 
E)  bee hive

Question 15

Which of the following is NOT one of the reasons why organizations have been reluctant to change from a single-function,specialist model to an integrated marketing communications approach?

Accepted Answer

A)  managerial parochialism 
B)  fear that change might lead to budget cutbacks in one's area of control 
C)  no way to assess the effectiveness of integration 
D)  fear of reductions in authority and power 
E)  fear of reductions in perceived expertise

Question 16

Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience.

Accepted Answer

A) True 
 B)False

Question 17

Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand's marketing mix such that all elements speak with one voice.

Accepted Answer

A) True 
 B)False

Question 18

A brand's _____ represents the key feature,benefit,or image that it stands for in the consumer's or the target audience's collective mind.

Accepted Answer

A)  equity 
B)  image 
C)  position 
D)  name 
E)  trademark

Question 19

Program evaluation is accomplished by _____.

Accepted Answer

A)  developing a budget that is based on marcom objectives and includes an optimum balance of advertising and promotion 
B)  measuring the results of marcom efforts against the objectives that were established at the outset 
C)  collecting data on consumers' demographics and lifestyles 
D)  constructing a database of information on the target market, economic conditions, and competitors' marcom strategies 
E)  comparing budgeted marcom expenditures against share-of-voice

Question 20

Many brand managers and their agencies have increased the role of TV in their marcom budgeting because TV advertising is more cost-efficient than digital advertising

Accepted Answer

A) True 
 B)False

Exam 1: An Overview of Integrated Marketing Communications

Marketing communicators should realize that other communication methods must receive careful consideration before _____ is automatically assumed to be the solution.

Examples of paid media include mobile sites and blogs.

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC) ?

Novice managers are more likely than experienced managers to practice integrated marketing communications.

Which of the following promotional mix elements consists of activities that attempt to stimulate short-term buyer behavior?

A key characteristic of integrated marketing communications is the building of relationships with customers.Which of the following is NOT a benefit of building relationships?

Which of the following is NOT a measure of communications outcomes?

The integrated marketing communications process uses an "inside-out" approach in identifying communication vehicles.

The process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals is known as _____.

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year.Which implementation decision is Allison making?

Which of the following statements is true regarding the adoption of integrated marketing communications (IMC) ?

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

The value of customer retention has been compared to a(n) _____.

Which of the following is NOT one of the reasons why organizations have been reluctant to change from a single-function,specialist model to an integrated marketing communications approach?

Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience.

Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand's marketing mix such that all elements speak with one voice.

A brand's _____ represents the key feature,benefit,or image that it stands for in the consumer's or the target audience's collective mind.

Program evaluation is accomplished by _____.

Many brand managers and their agencies have increased the role of TV in their marcom budgeting because TV advertising is more cost-efficient than digital advertising