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Exam 17: Integrated Marketing Communications

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Question 51

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Which of the following is the least interactive IMC strategy?

A) personal selling
B) mobile marketing
C) online marketing via social media
D) direct marketing via catalog
E) direct marketing via telemarketing

F) C) and D)
G) A) and B)

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Question 52

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

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Gross rating points are calculated by mu...

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Question 53

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How have changes in the way consumers purchase goods and services contributed to the growth of direct marketing IMC efforts?

Naomi is the IMC manager for a chain of regional income tax service providers.Franchisees pay a percentage of their revenue to an IMC account allocated to her.As she establishes the short-term goals for her firm's IMC efforts,her goals are likely to include

As the number of communication media has increased,the task of understanding how best to reach target customers has

Explain how a company can use search engine marketing.

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________,where consumers do not act immediately after receiving a marketing communication.

In the communication process,the __________ is the person who reads,hears,or sees and processes the message being communicated.

Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of

Reaching the right audience with marketing communications is becoming more difficult because

In simple terms,the AIDA model is also known as the __________ model.

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use all of the following except __________ to provide feedback from her efforts.

When using the rule-of-thumb method for IMC budgeting,prior sales and communication activities are used for guidance.

George wants to increase the number of visits to his insurance firm's website,which specializes in rental insurance for college students.George decides to target Internet browsers who use the terms apartment,insurance,and student.Which of the following will be most helpful to George?

Twitter is a form of blogging and is increasingly used to reach current or potential customers.

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl,it reached an estimated 500 million viewers.It aired only once on commercial television,but was seen in later years in at least 10 television programs recalling great commercials.For its target audience,the frequency of this ad is measured as

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil and has decided he has to have it.At which stage in the AIDA model is Darrell?

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?

In the AIDA model,the think stage is the __________ stage.