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Exam 17: Integrated Marketing Communications

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Question 61

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Integrated marketing communications (IMC)represents the product element of the four Ps.

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Question 62

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The goal of any marketing communication is to

A) maximize personal selling.
B) increase public relations click-through rates.
C) overwhelm negative publicity with commercial speech.
D) replace cause-related marketing with non-cause-related marketing.
E) get the right message to the right audience through the right media.

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Question 63

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

The sender of an IMC message hopes the receivers are

Charms and Jewels, 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

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

Loren 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

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Julie is developing a budget for her firm's IMC program. First, she decides what she wants to accomplish. Then she chooses media, and finally she determines the cost for each product to be promoted. What type of IMC budgeting process is Julie using? Describe this process.

As she drove to work, Marj thought about how she would explain to her boss why she was late for the meeting. Marj was encoding her message.

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Which of these is the least interactive IMC strategy?

Compared to other IMC alternatives, advertising is extremely effective for

In advertising, pictures can convey a lot of information, demonstrating how the most important facet of encoding is not what is received but what is sent.

The IMC communication process originates from the __________.

Belinda is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

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

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

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