Question 1

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

Accepted Answer

A)   reach and frequency
B)   track and decode
C)   objective-and-task
D)   rule-of-thumb
E)   sender-receiverF) B) and D)
G) A) and E)

Question 2

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Accepted Answer

A)   effective branding requires marketers to encode messages identically for each market.
B)   each receiver decodes IMC messages in his or her own way.
C)   action is taken before desire and interest are determined.
D)   marketers can almost always use the same message for all audiences.
E)   messages are decoded in the manner intended by the encoder.F) A) and B)
G) A) and C)

Question 3

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Accepted Answer

Think,feel,do.Think ...

Question 4

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

Accepted Answer

A)   personal selling.
B)   mobile marketing.
C)   online marketing.
D)   social media.
E)   advertising.F) C) and E)
G) C) and D)

Question 5

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 reached.
E)   include all steps of the AIDA model with equal weighting to each step.F) None of the above
G) A) and E)

Question 6

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

Accepted Answer

A)   decoding decomposition effect
B)   lagged effect
C)   noncommittal effect
D)   viral effect
E)   click-through delayF) None of the above
G) C) and E)

Question 7

The three elements of any IMC strategy are the consumer,the channels,and

Accepted Answer

A)   the receiver.
B)   the product.
C)   evaluation of the results.
D)   the company.
E)   event sponsorship.F) C) and D)
G) A) and D)

Question 8

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

As consumers increased their u...

Question 11

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.

Accepted Answer

A)   sales data
B)   complaints
C)   compliments
D)   coupon redemption rates
E)   the channelF) B) and E)
G) All of the above

Question 12

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Accepted Answer

A)   The message was decoded incorrectly.
B)   The message was not transmitted.
C)   The message was not received by its intended audience.
D)   The message was encoded incorrectly.
E)   The sender was not clearly identified.F) A) and D)
G) All of the above

Question 13

Explain how a company can use search engine marketing.

Accepted Answer

A company can use Google AdWords,a searc...

Question 14

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 15

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi...

Question 16

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Accepted Answer

A)   consumers prefer advertising over other channels.
B)   no single channel is better than another channel.
C)   public relations is the least expensive, but the most successful.
D)   personal selling is the most expensive and the least successful.
E)   online marketing is taking the place of advertising and public relations.F) B) and C)
G) A) and D)

Question 17

Lars wants to purchase a gift for a colleague whose home he will be visiting.He decides to bring luxury chocolates,as he knows most people enjoy them.Although he is not sure about specific products,Lars heads directly for a store selling Godiva Chocolates,because he knows this is a high-end brand.Lars can be said to have

Accepted Answer

A)   brand recall.
B)   aided recall.
C)   brand preference.
D)   brand image.
E)   brand awareness.F) B) and D)
G) B) and E)

Question 18

The sender of an IMC message hopes the receivers are

Accepted Answer

A)   the people for whom the message was originally intended.
B)   the people with the most buying power.
C)   consumers who are capable of discerning value.
D)   consumers who have purchased the firm's products in the past.
E)   the market segment with the most gross rating points.F) B) and C)
G) A) and B)

Question 19

Provide an example of a firm delivering the right message to the right audience through the right media.

Accepted Answer

Answers will vary,but should focus on co...

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) B) and E)
G) D) and E)

Exam 18: Integrated Marketing Communications

If marketing communications are effective,they will

Correct Answer
verified

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Correct Answer
verified

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

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

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.

Correct Answer
verified

Correct Answer
verified

The sender of an IMC message hopes the receivers are

Correct Answer
verified

The three elements of any IMC strategy are the consumer,the channels,and

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified
As consumers increased their u...
View Answer

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Correct Answer
verified
Think,feel,do.Think ...
View Answer

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Correct Answer
verified

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

Correct Answer
verified

Explain how a company can use search engine marketing.

Correct Answer
verified
A company can use Google AdWords,a searc...
View Answer

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Correct Answer
verified

Compare and contrast mobile marketing with online marketing.

Correct Answer
verified
Both mobile marketing and online marketi...
View Answer

Provide an example of a firm delivering the right message to the right audience through the right media.

Correct Answer
verified
Answers will vary,but should focus on co...
View Answer

Exam 18: Integrated Marketing Communications

If marketing communications are effective,they will

Correct AnswerverifiedShow Answer

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Correct AnswerverifiedShow Answer

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

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

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The sender of an IMC message hopes the receivers are

Correct AnswerverifiedShow Answer

The three elements of any IMC strategy are the consumer,the channels,and

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAs consumers increased their u...View AnswerShow Answer

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Correct AnswerverifiedThink,feel,do.Think ...View AnswerShow Answer

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as an advertisement,within a specified period of time.

Correct AnswerverifiedShow Answer

Julie is developing a budget for her firm's IMC program.First she sets objectives.Then she chooses media,and finally she determines the cost for each product to be promoted.Julie is using the __________ method of establishing an IMC budget.

Correct AnswerverifiedShow Answer

Explain how a company can use search engine marketing.

Correct AnswerverifiedA company can use Google AdWords,a searc...View AnswerShow Answer

When comparing the various communication channels available to marketing professionals,it becomes apparent that

Correct AnswerverifiedShow Answer

Compare and contrast mobile marketing with online marketing.

Correct AnswerverifiedBoth mobile marketing and online marketi...View AnswerShow Answer

Provide an example of a firm delivering the right message to the right audience through the right media.

Correct AnswerverifiedAnswers will vary,but should focus on co...View AnswerShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
As consumers increased their u...
View Answer

Correct Answer
verified
Think,feel,do.Think ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A company can use Google AdWords,a searc...
View Answer

Correct Answer
verified

Correct Answer
verified
Both mobile marketing and online marketi...
View Answer

Correct Answer
verified
Answers will vary,but should focus on co...
View Answer