Question 1

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Accepted Answer

A)   Mobile marketing
B)   Public relations
C)   Personal selling
D)   Sales promotions
E)   AdvertisingF) D) and E)
G) A) and D)

Question 2

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...

Question 3

The IMC communication process begins with ________,who must be clearly identified.

Accepted Answer

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

Question 4

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and

Accepted Answer

A)   supply chain effectiveness.
B)   enhanced decoding processes.
C)   a consumer's purchase.
D)   the level of noise in the IMC channel.
E)   the reach / frequency ratio.F) C) and D)
G) B) and D)

Question 5

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is

Accepted Answer

A)   easy.
B)   expensive.
C)   ineffective.
D)   overrated.
E)   simple.F) A) and B)
G) B) and E)

Question 6

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10,what would be the return on investment?

Accepted Answer

ROI = Sales Revenue - Advertis...

Question 7

It may take several exposures to marketing communications before consumers are moved to buy.

Accepted Answer

A) True 
 B)False

Question 8

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.F) C) and E)
G) All of the above

Question 9

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of ___________ to determine what is working and what is not.

Accepted Answer

A)   noise
B)   pre-testing
C)   precoding
D)   encoding
E)   feedbackF) All of the above
G) A) and B)

Question 10

List the steps in the AIDA model and explain why each step is important to marketers.

Accepted Answer

Awareness-in this step,marketers are loo...

Question 11

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 12

Why should a marketer try to measure the success of a communications effort?

Accepted Answer

Students should anticipate issues about ...

Question 13

Which of the following is NOT a communication channel used in the IMC process?

Accepted Answer

A)   Radio
B)   Television
C)   Newspaper
D)   Internet
E)   Supply chainF) None of the above
G) D) and E)

Question 14

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message,she was told the reach was 40,the frequency was 4,and the competitive parity was 10.The gross rating points for her firm's campaign were

Accepted Answer

A)   160.
B)   1600.
C)   400.
D)   40.
E)   The answer cannot be determined from this information.F) A) and C)
G) A) and D)

Question 15

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

Accepted Answer

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

Question 16

The right communication channel to use in IMC is

Accepted Answer

A)   the traditional channel used in that particular retail sector.
B)   network advertising,local newspapers,and regional radio stations.
C)   the one that will connect to the desired recipients.
D)   the one with the best encoding capabilities.
E)   the one that maximizes decoding difficulty.F) None of the above
G) D) and E)

Question 17

The goals of IMC need to

Accepted Answer

A)   expand as the advertising budget expands.
B)   be explicit and measurable.
C)   be encoded before they can be decoded.
D)   include both the noise effect and the transmitter effect.
E)   be separate from budget.F) A) and B)
G) A) and C)

Question 18

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

Accepted Answer

Gross rating points are calculated by mu...

Question 19

There is an old advertising adage,"I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Accepted Answer

The lagged effect is the delayed respons...

Question 20

Even the best marketing communication can be wasted if the sender does not first

Accepted Answer

A)   generate consumer action.
B)   offer testimonials from past consumers.
C)   determine the level of desire needed to sustain action.
D)   gain the attention of the consumer.
E)   stimulate interest among stealth marketing consumers.F) C) and D)
G) A) and E)

Exam 18: Integrated Marketing Communications

The IMC communication process begins with ________,who must be clearly identified.

Correct Answer
verified

Correct Answer
verified

Even the best marketing communication can be wasted if the sender does not first

Correct Answer
verified

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is

Correct Answer
verified

There is an old advertising adage,"I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Correct Answer
verified
The lagged effect is the delayed respons...
View Answer

Which of the following is NOT a communication channel used in the IMC process?

Correct Answer
verified

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

Correct Answer
verified

The right communication channel to use in IMC is

Correct Answer
verified

The goals of IMC need to

Correct Answer
verified

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and

Correct Answer
verified

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of ___________ to determine what is working and what is not.

Correct Answer
verified

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

Correct Answer
verified

It may take several exposures to marketing communications before consumers are moved to buy.

Correct Answer
verified

List the steps in the AIDA model and explain why each step is important to marketers.

Correct Answer
verified
Awareness-in this step,marketers are loo...
View Answer

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10,what would be the return on investment?

Correct Answer
verified
ROI = Sales Revenue - Advertis...
View Answer

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

Correct Answer
verified

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

Correct Answer
verified
Gross rating points are calculated by mu...
View Answer

Why should a marketer try to measure the success of a communications effort?

Correct Answer
verified
Students should anticipate issues about ...
View Answer

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

Correct Answer
verified
To generate short-term sales,m...
View Answer

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Correct Answer
verified

Exam 18: Integrated Marketing Communications

The IMC communication process begins with ________,who must be clearly identified.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Even the best marketing communication can be wasted if the sender does not first

Correct AnswerverifiedShow Answer

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is

Correct AnswerverifiedShow Answer

There is an old advertising adage,"I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Correct AnswerverifiedThe lagged effect is the delayed respons...View AnswerShow Answer

Which of the following is NOT a communication channel used in the IMC process?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The right communication channel to use in IMC is

Correct AnswerverifiedShow Answer

The goals of IMC need to

Correct AnswerverifiedShow Answer

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and

Correct AnswerverifiedShow Answer

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of ___________ to determine what is working and what is not.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

It may take several exposures to marketing communications before consumers are moved to buy.

Correct AnswerverifiedShow Answer

List the steps in the AIDA model and explain why each step is important to marketers.

Correct AnswerverifiedAwareness-in this step,marketers are loo...View AnswerShow Answer

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10,what would be the return on investment?

Correct AnswerverifiedROI = Sales Revenue - Advertis...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

Correct AnswerverifiedGross rating points are calculated by mu...View AnswerShow Answer

Why should a marketer try to measure the success of a communications effort?

Correct AnswerverifiedStudents should anticipate issues about ...View AnswerShow Answer

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

Correct AnswerverifiedTo generate short-term sales,m...View AnswerShow Answer

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The lagged effect is the delayed respons...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Awareness-in this step,marketers are loo...
View Answer

Correct Answer
verified
ROI = Sales Revenue - Advertis...
View Answer

Correct Answer
verified

Correct Answer
verified
Gross rating points are calculated by mu...
View Answer

Correct Answer
verified
Students should anticipate issues about ...
View Answer

Correct Answer
verified
To generate short-term sales,m...
View Answer

Correct Answer
verified