Question 1

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."

Accepted Answer

A) True 
 B)False

Question 2

If you ever watched a television commercial and at the end of the message wondered what they were promoting,you may have had trouble _____________ the IMC message.

Accepted Answer

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

Question 3

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

Accepted Answer

A) True 
 B)False

Question 4

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 campaign

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this

Accepted Answer

A)   the primacy effect.
B)   aided recall.
C)   top-of-mind awareness.
D)   category dominance.
E)   elevated awareness.

Question 7

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 8

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.

Question 9

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

Accepted Answer

A)   Decoding
B)   Stealth marketing
C)   Precoding
D)   Encoding
E)   Tracking

Question 10

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.

Accepted Answer

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

Question 11

The three elements of any IMC strategy are the consumer,the channels,and

Accepted Answer

A)   the receiver.
B)   the product.
C)   evaluation of the results.
D)   the company.
E)   event sponsorship.

Question 12

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and has decided he has to have it.At what stage in the AIDA model is Darrell?

Accepted Answer

He is in t...

Question 13

In the AIDA model,

Accepted Answer

A)   advertising leads to interest,which hopefully leads to desire and then,action.
B)   awareness leads to integration,which hopefully leads to desire and then,action.
C)   awareness leads to interest,which hopefully leads to desire and then,action.
D)   awareness leads to interest,which hopefully leads to desire and then,attention.
E)   awareness leads to interest,which hopefully leads to determination and then,action.

Question 14

If you were advertising your company's watches in Vogue magazine and you had five ads in the magazine,how would you calculate your gross rating points (GRP)?

Accepted Answer

The GRP is equal to reach time...

Question 15

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,at least once.

Accepted Answer

A) True 
 B)False

Question 16

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Accepted Answer

A)   expanding customer loyalty by closing the feedback loop.
B)   increasing market share,sales,and customer loyalty.
C)   increasing inquiries,awareness,and trial of her firm's services.
D)   shifting customers to rule-of-thumb budgeting.
E)   increasing the lagged effect.

Question 17

Kim and David's Kayak Tours offers a variety of coastal kayaking trips.When they started their business,they experimented with advertising but were disappointed with the results.A friend has suggested using sales promotions instead.What are their sales promotion options? Which would have the best potential for success,and why?

Accepted Answer

Sales promotions include coupons,contest...

Question 18

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and

Accepted Answer

A)   the number of destinations.
B)   the number of impressions.
C)   the cost per click.
D)   how much time consumers spend viewing the ad or page.
E)   the total number of clicks recorded by the industry.

Question 19

Explain how a company can use search engine marketing.

Accepted Answer

A company can use Google AdWords,a searc...

Question 20

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Accepted Answer

A) True 
 B)False

Exam 18: Integrated Marketing Communications

Explain how a company can use search engine marketing.

Correct Answer
verified
A company can use Google AdWords,a searc...
View Answer

If you ever watched a television commercial and at the end of the message wondered what they were promoting,you may have had trouble _____________ the IMC message.

Correct Answer
verified

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and has decided he has to have it.At what stage in the AIDA model is Darrell?

Correct Answer
verified
He is in t...
View Answer

In the AIDA model,

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified
Sales promotions include coupons,contest...
View Answer

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this

Correct Answer
verified

If you were advertising your company's watches in Vogue magazine and you had five ads in the magazine,how would you calculate your gross rating points (GRP)?

Correct Answer
verified
The GRP is equal to reach time...
View Answer

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."

Correct Answer
verified

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

Correct Answer
verified

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Correct Answer
verified

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and

Correct Answer
verified

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 Answer
verified

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.

Correct Answer
verified

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

Correct Answer
verified

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,at least once.

Correct Answer
verified

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Correct Answer
verified

Public relations is the component of IMC that

Correct Answer
verified

The three elements of any IMC strategy are the consumer,the channels,and

Correct Answer
verified

Exam 18: Integrated Marketing Communications

Explain how a company can use search engine marketing.

Correct AnswerverifiedA company can use Google AdWords,a searc...View AnswerShow Answer

If you ever watched a television commercial and at the end of the message wondered what they were promoting,you may have had trouble _____________ the IMC message.

Correct AnswerverifiedShow Answer

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil,and has decided he has to have it.At what stage in the AIDA model is Darrell?

Correct AnswerverifiedHe is in t...View AnswerShow Answer

In the AIDA model,

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedSales promotions include coupons,contest...View AnswerShow Answer

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service.Marketers call this

Correct AnswerverifiedShow Answer

If you were advertising your company's watches in Vogue magazine and you had five ads in the magazine,how would you calculate your gross rating points (GRP)?

Correct AnswerverifiedThe GRP is equal to reach time...View AnswerShow Answer

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."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Correct AnswerverifiedShow Answer

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and

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

Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.

Correct AnswerverifiedShow Answer

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

Correct AnswerverifiedShow Answer

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,at least once.

Correct AnswerverifiedShow Answer

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that

Correct AnswerverifiedShow Answer

The three elements of any IMC strategy are the consumer,the channels,and

Correct AnswerverifiedShow Answer

Correct Answer
verified
A company can use Google AdWords,a searc...
View Answer

Correct Answer
verified

Correct Answer
verified
He is in t...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Sales promotions include coupons,contest...
View Answer

Correct Answer
verified

Correct Answer
verified
The GRP is equal to reach time...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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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