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Exam 17: Integrated Marketing Communications

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Question 31

Multiple Choice

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If marketing communications are effective, they will

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.

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Question 32

Multiple Choice

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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

A) "I want it" to "I like it."
B) action to desire.
C) "I like it" to "I want it."
D) interest to awareness.
E) feeling to thinking.

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Question 33

Multiple Choice

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

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

What is the major advantage of direct marketing over advertising?

The IMC communication process includes all of the following except

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

Which of the following is true of competitive parity?

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

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.

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."

All of the following are a communication channel used in the IMC process except

The message originates from the transmitter, who must be clearly identified to the intended audience.

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

What is noise in the communication process? What are the three typical sources of noise? Provide an example of noise you have experienced or observed.

Which of the following is the least interactive IMC strategy?

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?

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

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?

What types of sales promotions would a marketer consider if the goal is to build short-term sales?