Question 1

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Accepted Answer

A)   Mobile marketing
B)   Public relations
C)   Personal selling
D)   Sales promotions
E)   Advertising

Question 2

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and:

Accepted Answer

A)   supply chain effectiveness.
B)   enhanced decoding processes.
C)   a consumer's purchase.
D)   the level of noise in the IMC channel.
E)   the reach / frequency ratio.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

With the emergence of Websites,text messaging,and blogging as new IMC alternatives,the question of how to best reach target audiences has:

Accepted Answer

A)   become more complex.
B)   increased the use of rule-of-thumb targeting.
C)   focused on reducing the lagged effect of marketing communications.
D)   become easier.
E)   shifted from creating a value proposition to revising a value proposition.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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.

Accepted Answer

Noise is any interference in the communi...

Question 7

In the movie Field of Dreams,one of the memorable phrases is "Build it,and they 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 8

The goal of any marketing communication is to:

Accepted Answer

A)   maximize sales.
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.

Question 9

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 10

Marketers use public relations to:

Accepted Answer

A)   build a positive image in the marketplace.
B)   maintain media relations.
C)   address unfavorable stories or events.
D)   generate "free" media attention.
E)   all of these.

Question 11

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.

Question 12

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Accepted Answer

IMC goals should be explicit a...

Question 13

Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands.These marketers will likely use __________ to monitor the effectiveness of giving away samples.

Accepted Answer

A)   changes in sales data
B)   complaints
C)   compliments
D)   supply chain noise
E)   click-through rates

Question 14

If you send an email and include a link,you can track how many people took the desired action of clicking on the link.This is known as:

Accepted Answer

A)   the click through rate.
B)   impressions.
C)   frequency.
D)   gross rating points.
E)   reach.

Question 15

In the AIDA model,the "think" stage is the __________ stage.

Accepted Answer

A)   Awareness
B)   Action
C)   Interest
D)   Desire
E)   Intention

Question 16

To stimulate interest and persuade consumers to further investigate a firm's product or service,marketing communications include:

Accepted Answer

A)   facts designed to shift consumers from feeling to thinking.
B)   awareness-building messages.
C)   as much in-depth information as possible.
D)   subliminal encoding devices.
E)   information about attributes that are of particular interest to the target audience.

Question 17

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 18

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...

Question 19

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 rate

Question 20

An advertising agency in Los Angeles once held a contest among its employees to see who could create the most visibility for the company.The winning team included two staff members who put on a wet t-shirt display on an interstate overpass with television helicopter crews capturing and showing footage on the local news.In the AIDA model,the advertising agency was attempting to create:

Accepted Answer

A)   Awareness.
B)   Action.
C)   Interest.
D)   Desire.
E)   Intention.

Exam 16: Integrated Marketing Communications

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 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

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Correct Answer
verified
IMC goals should be explicit a...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and:

Correct Answer
verified

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Correct Answer
verified

If you send an email and include a link,you can track how many people took the desired action of clicking on the link.This is known as:

Correct Answer
verified

Integrated marketing communications include all of the following EXCEPT:

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

Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands.These marketers will likely use __________ to monitor the effectiveness of giving away samples.

Correct Answer
verified

In the movie Field of Dreams,one of the memorable phrases is "Build it,and they 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

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.

Correct Answer
verified
Noise is any interference in the communi...
View Answer

In the AIDA model,the "think" stage is the __________ stage.

Correct Answer
verified

The goal of any marketing communication is to:

Correct Answer
verified

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

Correct Answer
verified

Marketers use public relations to:

Correct Answer
verified

To stimulate interest and persuade consumers to further investigate a firm's product or service,marketing communications include:

Correct Answer
verified

With the emergence of Websites,text messaging,and blogging as new IMC alternatives,the question of how to best reach target audiences has:

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

Exam 16: Integrated Marketing Communications

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

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

A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?

Correct AnswerverifiedIMC goals should be explicit a...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and:

Correct AnswerverifiedShow Answer

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Correct AnswerverifiedShow Answer

If you send an email and include a link,you can track how many people took the desired action of clicking on the link.This is known as:

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following EXCEPT:

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

Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands.These marketers will likely use __________ to monitor the effectiveness of giving away samples.

Correct AnswerverifiedShow Answer

In the movie Field of Dreams,one of the memorable phrases is "Build it,and they 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

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.

Correct AnswerverifiedNoise is any interference in the communi...View AnswerShow Answer

In the AIDA model,the "think" stage is the __________ stage.

Correct AnswerverifiedShow Answer

The goal of any marketing communication is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers use public relations to:

Correct AnswerverifiedShow Answer

To stimulate interest and persuade consumers to further investigate a firm's product or service,marketing communications include:

Correct AnswerverifiedShow Answer

With the emergence of Websites,text messaging,and blogging as new IMC alternatives,the question of how to best reach target audiences has:

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

Correct Answer
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Correct Answer
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Correct Answer
verified
IMC goals should be explicit a...
View Answer

Correct Answer
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Correct Answer
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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
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Correct Answer
verified
Noise is any interference in the communi...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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