Question 1

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

Accepted Answer

A)   decoding
B)   pre-testing
C)   precoding
D)   encoding
E)   feedback

Question 2

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.

Question 3

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Accepted Answer

A)   publicity to public relations.
B)   personal selling to advertising.
C)   integrated marketing communications to diverse marketing communications.
D)   stealth marketing to viral marketing.
E)   advertising to direct marketing and website development.

Question 4

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a(n)  ________ strategy.

Accepted Answer

A)   personal selling
B)   mobile marketing
C)   advertising
D)   direct marketing
E)   public relations

Question 5

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

Accepted Answer

A)   rejection of advertising.
B)   subliminal advertising.
C)   product underwhelm.
D)   IMC strategy.
E)   the lagged effect.

Question 6

Reaching the right audience with marketing communications is becoming more difficult because

Accepted Answer

A)   consumers are bored.
B)   government regulations are constraining free speech.
C)   personal selling is becoming less expensive, making it more competitive with advertising.
D)   the media environment has become more complicated.
E)   the AIDA model no longer represents how marketing communication works.

Question 7

The goals of IMC need to

Accepted Answer

A)   expand as the advertising budget expands.
B)   be explicit and measurable.
C)   be encoded before they can be decoded.
D)   include both the noise effect and the transmitter effect.
E)   be separate from budget.

Question 8

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.

Question 9

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.

Accepted Answer

A) True 
 B)False

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

__________ refers to the process by which the receiver interprets the sender's message.

Accepted Answer

A)   Decoding
B)   Feedback
C)   Precoding
D)   Encoding
E)   Tracking

Question 12

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Accepted Answer

A)   reduced government regulation of deceptive advertising practices.
B)   expanded use of personal selling.
C)   a shift from objective-and-task to rule-of-thumb budgeting.
D)   increased use of credit and debit cards and online shopping by consumers.
E)   the reduction in IMC noise, allowing for a decreased lagged effect.

Question 13

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.

Question 14

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

Accepted Answer

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

Question 15

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative

Accepted Answer

A)   will stand on its own.
B)   is part of the whole.
C)   is part of noncommercial free speech.
D)   is less important than stealth marketing.
E)   is dictated by the nature of the supply chain.

Question 16

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers build a product or service and create awareness among consumers, they need to

Accepted Answer

A)   determine the level of desire needed to sustain action.
B)   promote sufficiently to gain global attention.
C)   create interest among consumers, persuading them to investigate further.
D)   offer discounts to increase purchase intentions.
E)   take steps to encourage immediate purchase.

Question 17

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

Accepted Answer

Responses should anticipate issues about...

Question 18

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.

Question 19

How are social media used to help facilitate the consumer decision process? What are the three most popular sites?

Accepted Answer

The three most popular social media site...

Question 20

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10, what would be the return on investment?

Accepted Answer

ROI = Sales Revenue - Advertis...

Exam 17: Integrated Marketing Communications

How are social media used to help facilitate the consumer decision process? What are the three most popular sites?

Correct Answer
verified
The three most popular social media site...
View Answer

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

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

Correct Answer
verified

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

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

Correct Answer
verified

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.

Correct Answer
verified

__________ refers to the process by which the receiver interprets the sender's message.

Correct Answer
verified

Reaching the right audience with marketing communications is becoming more difficult because

Correct Answer
verified

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Correct Answer
verified

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

Correct Answer
verified

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

Correct Answer
verified

The goals of IMC need to

Correct Answer
verified

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10, what would be the return on investment?

Correct Answer
verified
ROI = Sales Revenue - Advertis...
View Answer

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers build a product or service and create awareness among consumers, they need to

Correct Answer
verified

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

Correct Answer
verified

The IMC communication process includes all of the following EXCEPT

Correct Answer
verified

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

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

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Correct Answer
verified

Exam 17: Integrated Marketing Communications

How are social media used to help facilitate the consumer decision process? What are the three most popular sites?

Correct AnswerverifiedThe three most popular social media site...View AnswerShow Answer

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

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect.

Correct AnswerverifiedShow Answer

__________ refers to the process by which the receiver interprets the sender's message.

Correct AnswerverifiedShow Answer

Reaching the right audience with marketing communications is becoming more difficult because

Correct AnswerverifiedShow Answer

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The _____________ loop allows the receiver to communicate with the sender in the IMC process.

Correct AnswerverifiedShow Answer

The goals of IMC need to

Correct AnswerverifiedShow Answer

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10, what would be the return on investment?

Correct AnswerverifiedROI = Sales Revenue - Advertis...View AnswerShow Answer

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers build a product or service and create awareness among consumers, they need to

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

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

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

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

Correct AnswerverifiedShow Answer

Correct Answer
verified
The three most popular social media site...
View Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
ROI = Sales Revenue - Advertis...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified