Question 1

Which of the following is not a rule-of-thumb method for IMC budgeting?

Accepted Answer

A)  Competitive parity
B)  Percentage of sales
C)  Available budget
D)  Objective and task
E)  All of these are rule-of-thumb methods.F) All of the above
G) A) and C)

Question 2

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

Accepted Answer

A)  instructor
B)  sender
C)  transmitter
D)  communication channel
E)  receiverF) B) and E)
G) A) and D)

Question 3

Several years ago,changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media.Today,it is hard not to see ads on television ending with "Ask your doctor about (our medicine) ." In addition to creating awareness about their drugs,the companies are hoping to:

Accepted Answer

A)  reduce deceptive advertising.
B)  signal encoding symbols to simplify the feedback loop.
C)  offer objective-and-task marketing communications.
D)  stimulate interest,persuading consumers to investigate further.
E)  promote public interest social responsibility communications.F) B) and D)
G) B) and C)

Question 4

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

Accepted Answer

A)  instructor
B)  sender
C)  transmitter
D)  communication channel
E)  receiverF) A) and B)
G) A) and C)

Question 5

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,and:

Accepted Answer

A)  competing messages.
B)  an extended feedback loop.
C)  indirect encoding.
D)  inhibited decoding.
E)  excessive reach.F) B) and C)
G) All of the above

Question 6

Jim was asked to determine the ROI for a particular advertising effort.To do so,he needs to know:

Accepted Answer

A)  the internal rate of return and the projected expenditure level.
B)  the total number of units sold and the total cost of sales.
C)  sales revenue and advertising cost.
D)  gross margin and advertising cost.
E)  the advertising cost and the total communications expenditures.F) C) and D)
G) B) and E)

Question 7

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this _________________.

Accepted Answer

A)  the primacy effect
B)  aided recall
C)  top-of-mind awareness
D)  category dominance
E)  elevated awarenessF) A) and E)
G) D) and E)

Question 8

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations,and has contributed to the rapid growth in:

Accepted Answer

A)  media advertising.
B)  publicity.
C)  public relations.
D)  sales promotions.
E)  direct marketing.F) B) and D)
G) A) and E)

Question 9

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Accepted Answer

A)  Mobile marketing
B)  Public relations
C)  Personal selling
D)  Sales promotions
E)  None of theseF) A) and B)
G) A) and C)

Question 11

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Accepted Answer

A)  Competitive parity
B)  Percentage of sales
C)  Available budget
D)  Objective and task
E)  None of theseF) B) and D)
G) B) and E)

Question 12

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 who receive the communications.
E)  include all steps of the AIDA model with equal weighting to each step.F) A) and D)
G) B) and C)

Question 13

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages.To achieve this goal,Brenda will likely increase her use of:

Accepted Answer

A)  telemarketing.
B)  direct mail.
C)  e-mail.
D)  social media.
E)  all of these.F) B) and C)
G) None of the above

Question 14

In the AIDA model,marketing communications move consumers stepwise:

Accepted Answer

A)  through an integrated lagged effect simulation process.
B)  from attention to awareness.
C)  decoding to encoding.
D)  through a series of mental stages.
E)  all of these.F) A) and B)
G) None of the above

Question 15

Encoding means converting the sender's ideas into a message,which could be verbal,visual or both.

Accepted Answer

A) True 
 B)False

Question 16

Marketers use public relations to:

Accepted Answer

A)  build a positive image in the marketplace.
B)  maintain media relations.
C)  address unfavorable stories or events.
D)  generate "free" media attention.
E)  all of these.F) B) and D)
G) All of the above

Question 17

An advertising agency in Los Angeles once held a contest among its employees to see who could create the most visibility for the company.The winning team included two staff members who put on a wet t-shirt display on an interstate overpass with television helicopter crews capturing and showing footage on the local news.In the AIDA model,the advertising agency was attempting to create:

Accepted Answer

A)  Awareness.
B)  Action.
C)  Interest.
D)  Desire.
E)  Intention.F) A) and E)
G) B) and E)

Question 18

How is advertising different from publicity?

Accepted Answer

Advertising is a paid form of communicat...

Question 19

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and:

Accepted Answer

A)  the number of destinations.
B)  the number of impressions.
C)  the cost per click.
D)  how much time consumers spend viewing the ad or page.
E)  the total number of clicks recorded by the industry.F) B) and D)
G) C) and D)

Question 20

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

Accepted Answer

A) True 
 B)False

Exam 17: Integrated Marketing Communications

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Correct Answer
verified

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

Correct Answer
verified

Which of the following is not a rule-of-thumb method for IMC budgeting?

Correct Answer
verified

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations,and has contributed to the rapid growth in:

Correct Answer
verified

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages.To achieve this goal,Brenda will likely increase her use of:

Correct Answer
verified

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Correct Answer
verified

Encoding means converting the sender's ideas into a message,which could be verbal,visual or both.

Correct Answer
verified

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

Correct Answer
verified

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,and:

Correct Answer
verified

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and:

Correct Answer
verified

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

Correct Answer
verified

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Correct Answer
verified

Jim was asked to determine the ROI for a particular advertising effort.To do so,he needs to know:

Correct Answer
verified

Marketers use public relations to:

Correct Answer
verified

If marketing communications are effective,they will:

Correct Answer
verified

How is advertising different from publicity?

Correct Answer
verified
Advertising is a paid form of communicat...
View Answer

Correct Answer
verified

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this _________________.

Correct Answer
verified

Correct Answer
verified

In the AIDA model,marketing communications move consumers stepwise:

Correct Answer
verified

Exam 17: Integrated Marketing Communications

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is not a rule-of-thumb method for IMC budgeting?

Correct AnswerverifiedShow Answer

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations,and has contributed to the rapid growth in:

Correct AnswerverifiedShow Answer

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages.To achieve this goal,Brenda will likely increase her use of:

Correct AnswerverifiedShow Answer

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Correct AnswerverifiedShow Answer

Encoding means converting the sender's ideas into a message,which could be verbal,visual or both.

Correct AnswerverifiedShow Answer

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

Correct AnswerverifiedShow Answer

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,and:

Correct AnswerverifiedShow Answer

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Correct AnswerverifiedShow Answer

Jim was asked to determine the ROI for a particular advertising effort.To do so,he needs to know:

Correct AnswerverifiedShow Answer

Marketers use public relations to:

Correct AnswerverifiedShow Answer

If marketing communications are effective,they will:

Correct AnswerverifiedShow Answer

How is advertising different from publicity?

Correct AnswerverifiedAdvertising is a paid form of communicat...View AnswerShow Answer

Correct AnswerverifiedShow Answer

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this _________________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the AIDA model,marketing communications move consumers stepwise:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Advertising is a paid form of communicat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified