Question 1

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Accepted Answer

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

Question 2

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) B) and E)
G) A) and C)

Question 3

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

Accepted Answer

A)   shifted from creating a value proposition to revising a value proposition.
B)   increased the use of rule-of-thumb targeting.
C)   become easier.
D)   focused on reducing the lagged effect of marketing communications.
E)   become more complex.F) B) and C)
G) C) and D)

Question 4

A __________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Accepted Answer

A)   corporate blog
B)   faxed newsletter
C)   Super Bowl ad
D)   full-page ad in selected newspapers
E)   public relations campaignF) All of the above
G) A) and B)

Question 5

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

Accepted Answer

A)   Sales promotion
B)   Direct marketing
C)   Public relations
D)   Mobile marketing
E)   AdvertisingF) A) and C)
G) B) and C)

Question 6

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) A) and E)
G) B) and E)

Question 7

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

Accepted Answer

Students should anticipate issues about ...

Question 8

Many marketers are shifting marketing communication resources away from advertising and toward:

Accepted Answer

A)   direct marketing.
B)   Website development.
C)   product placement.
D)   Internet advertising.
E)   all of these.F) C) and D)
G) C) and E)

Question 9

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) A) and D)
G) All of the above

Question 10

Elliott was asked to take a look at the company's website.He noted that customers can order products on the site,but he felt it would also be important to:

Accepted Answer

A)   build the brand image of the firm's products.
B)   encourage customers to post product reviews.
C)   improve the overall image of the company.
D)   educate customers on how to use the products to their full advantage.
E)   All of these.F) A) and B)
G) A) and C)

Question 11

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Accepted Answer

A)   competing messages.
B)   lack of clarity in the message.
C)   a poor choice of medium.
D)   an extended feedback loop.
E)   a flaw in the medium.F) All of the above
G) None of the above

Question 12

In integrated marketing communications,encoding means:

Accepted Answer

A)   converting consumers' ideas into value propositions.
B)   differentiating noncommercial speech from commercial speech.
C)   converting the decoder into the receiver.
D)   interpreting click-through rates.
E)   converting the sender's ideas into a message,which could be verbal,visual or both.F) B) and C)
G) A) and C)

Question 13

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 14

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Accepted Answer

A)   decoding
B)   pre-testing
C)   feedback
D)   simulations
E)   encodingF) None of the above
G) B) and C)

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Karen manages cosmetic counters in a regional department store chain.She wants to increase sales during the summer,hoping to generate repeat business during the holiday season.Because Karen is selling personal care products in a department store,she will most likely use __________ as her primary methods of sales promotion.

Accepted Answer

A)   contests and sweepstakes
B)   advertising and personal selling
C)   public relations and publicity
D)   free samples and point-of-purchase displays
E)   direct marketingF) B) and D)
G) A) and C)

Question 17

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as:

Accepted Answer

A)   aided recall.
B)   unaided recall.
C)   top-of-mind awareness.
D)   brand preference.
E)   brand indifference.F) B) and E)
G) A) and C)

Question 18

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)   Decoding
B)   Stealth marketing
C)   Precoding
D)   Encoding
E)   TrackingF) C) and D)
G) A) and B)

Question 20

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

Exam 16: Integrated Marketing Communications

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

Correct Answer
verified

A __________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

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

Elliott was asked to take a look at the company's website.He noted that customers can order products on the site,but he felt it would also be important to:

Correct Answer
verified

Many marketers are shifting marketing communication resources away from advertising and toward:

Correct Answer
verified

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

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

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

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

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Correct Answer
verified

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

Correct Answer
verified

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

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

Correct Answer
verified

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

Correct Answer
verified

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Correct Answer
verified

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Correct Answer
verified

In integrated marketing communications,encoding means:

Correct Answer
verified

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

Correct Answer
verified

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Correct Answer
verified

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as:

Correct Answer
verified

Exam 16: Integrated Marketing Communications

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

Correct AnswerverifiedShow Answer

A __________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

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

Elliott was asked to take a look at the company's website.He noted that customers can order products on the site,but he felt it would also be important to:

Correct AnswerverifiedShow Answer

Many marketers are shifting marketing communication resources away from advertising and toward:

Correct AnswerverifiedShow Answer

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

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

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

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

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Correct AnswerverifiedShow Answer

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Correct AnswerverifiedShow Answer

In integrated marketing communications,encoding means:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Correct AnswerverifiedShow Answer

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as:

Correct AnswerverifiedShow Answer

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
Students should anticipate issues about ...
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
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