Question 1

An advantage of Internet-based technologies is they

Accepted Answer

A)   can be directed to a specific consumer.
B)   reach a larger audience.
C)   involve face-to-face contact.
D)   use the rule-of-thumb budgeting method.
E)   are used almost exclusively for B2B marketing.F) B) and E)
G) A) and D)

Question 2

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) C) and E)
G) C) and D)

Question 3

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) None of the above
G) A) and C)

Question 4

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

Accepted Answer

Responses should describe adve...

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

One of the newest IMC efforts is the use of corporate blogs.Why do businesses use them?

Accepted Answer

Corporate blogs can be used to create po...

Question 7

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Accepted Answer

A)   maximize rating points.
B)   minimize marketing communication expenditures.
C)   shift encoding into decoding.
D)   use personal selling to augment public relations.
E)   drive the receiver to action.F) A) and B)
G) B) and E)

Question 8

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

Accepted Answer

A)   awareness
B)   action
C)   interest
D)   desire
E)   intentionsF) A) and B)
G) None of the above

Question 9

All of the following are steps in the AIDA model except

Accepted Answer

A)   awareness.
B)   intention.
C)   action.
D)   desire.
E)   interest.F) B) and E)
G) A) and C)

Question 10

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

Accepted Answer

A)   sales promotion
B)   direct marketing
C)   public relations
D)   mobile marketing
E)   advertisingF) D) and E)
G) B) and C)

Question 11

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)   social marketing
C)   personal selling
D)   sales promotions
E)   advertisingF) A) and C)
G) B) and D)

Question 12

Public relations is the component of IMC that

Accepted Answer

A)   supports other promotional efforts by generating "free" media attention.
B)   has received the greatest increase in spending.
C)   converts mass media advertising into direct marketing.
D)   most effectively uses IMC encoding.
E)   generates the most gross rating points.F) A) and E)
G) A) and D)

Question 13

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

Accepted Answer

A) True 
 B)False

Question 14

One difficulty associated with using advertising as part of a marketer's IMC efforts is

Accepted Answer

A)   it is hard to break through the clutter of other messages targeted for the same audience.
B)   it is more expensive than personal selling.
C)   it works only when communicating to the most uninformed consumers.
D)   government regulations have significantly decreased allowable advertising frequencies.
E)   it is considered old-fashioned by many younger consumers.F) All of the above
G) A) and E)

Question 15

An ad for Bud Light ran six times during a recently televised football game.When measuring IMC results for this ad,six would be the __________ for this telecast.

Accepted Answer

A)   frequency
B)   reach
C)   gross rating points
D)   ROI
E)   click-through rateF) None of the above
G) B) and C)

Question 16

The IMC communication process includes all of the following except

Accepted Answer

A)   evaluation.
B)   the sender.
C)   the transmitter.
D)   the communication channel.
E)   the receiver.F) A) and B)
G) A) and C)

Question 17

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Accepted Answer

A)   generate consumer action.
B)   increase the level of interest among consumers.
C)   determine the level of desire needed to sustain action.
D)   gain the attention of the consumer.
E)   create intentions to purchase the product.F) A) and E)
G) C) and D)

Question 18

Provide an example of how the lagged effect might impact the sales of a newly manufactured vehicle that is advertised in January,but not available until July of the same year.

Accepted Answer

The lagged effect is a delayed response ...

Question 19

Integrated marketing communications include all of the following except

Accepted Answer

A)   personal selling.
B)   advertising.
C)   public relations.
D)   supply chain management.
E)   direct marketing.F) All of the above
G) A) and C)

Question 20

Which statement best describes personal selling?

Accepted Answer

A)   It involves a larger audience than advertising.
B)   It is primarily indirect communication.
C)   It is primarily informational communication, not persuasive communication.
D)   It is the two-way flow of communication between a buyer and a seller.
E)   It involves encoding while advertising involves only decoding.F) C) and D)
G) D) and E)

Exam 18: Integrated Marketing Communications

All of the following are steps in the AIDA model except

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following except

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Correct AnswerverifiedShow Answer

The IMC communication process includes all of the following except

Correct AnswerverifiedShow Answer

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Correct AnswerverifiedShow Answer

An ad for Bud Light ran six times during a recently televised football game.When measuring IMC results for this ad,six would be the __________ for this telecast.

Correct AnswerverifiedShow Answer

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

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

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

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

Correct AnswerverifiedShow Answer

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

Correct AnswerverifiedResponses should describe adve...View AnswerShow Answer

One of the newest IMC efforts is the use of corporate blogs.Why do businesses use them?

Correct AnswerverifiedCorporate blogs can be used to create po...View AnswerShow Answer

Provide an example of how the lagged effect might impact the sales of a newly manufactured vehicle that is advertised in January,but not available until July of the same year.

Correct AnswerverifiedThe lagged effect is a delayed response ...View AnswerShow Answer

Which statement best describes personal selling?

Correct AnswerverifiedShow Answer

An advantage of Internet-based technologies is they

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that

Correct AnswerverifiedShow Answer

One difficulty associated with using advertising as part of a marketer's IMC efforts is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Responses should describe adve...
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Corporate blogs can be used to create po...
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The lagged effect is a delayed response ...
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