Question 1

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

Accepted Answer

A)   effective branding requires marketers to encode messages identically for each market.
B)   each receiver decodes IMC messages in his or her own way.
C)   action is taken before desire and interest are determined.
D)   marketers can almost always use the same message for all audiences.
E)   messages are decoded in the manner intended by the encoder.

Question 2

Explain how a company can use search engine marketing.

Accepted Answer

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

Question 3

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

Accepted Answer

A) True 
 B)False

Question 4

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 5

The basic goal of integrated marketing communications is to

Accepted Answer

A)   communicate the value proposition to the target market.
B)   create desire.
C)   manipulate consumers.
D)   outspend competitors.
E)   tell the world about your company.

Question 6

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.

Accepted Answer

A)   reach and frequency
B)   track and decode
C)   objective-and-task
D)   rule-of-thumb
E)   sender-receiver

Question 7

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 8

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

Accepted Answer

A)   160.
B)   1600.
C)   400.
D)   40.
E)   The answer cannot be determined from this information.

Question 9

Personal selling can only be successful through the use of print, newspapers, and radio.

Accepted Answer

A) True 
 B)False

Question 10

What are the individual elements of integrated marketing communications, and how does each contribute to an IMC campaign?

Accepted Answer

Responses should describe adve...

Question 11

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?

Accepted Answer

A)   corporate blog
B)   faxed newsletter
C)   Super Bowl ad
D)   corporate website
E)   Twitter

Question 12

Which of the following is NOT one of the steps in the AIDA model?

Accepted Answer

A)   awareness
B)   intention
C)   action
D)   desire
E)   interest

Question 13

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective)  and ________.

Accepted Answer

A)   passive and interactive; tangible and intangible
B)   mobile marketing and direct marketing; tangible and intangible
C)   offline and online; low cost and high cost
D)   passive and interactive; offline and online
E)   static and changing; offline and online

Question 14

Especially for marketers with new products or services, IMC is needed because

Accepted Answer

A)   consumers need to know all about the features of new products before making a purchase decision.
B)   consumers are unlikely to buy products they are not aware of.
C)   it is impossible for products to sell themselves through word of mouth communication.
D)   pricing decisions cannot be made without IMC.
E)   new products and services need to be integrated into the supply chain value proposition.

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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 17

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

Accepted Answer

A)   sales promotions.
B)   advertising.
C)   public relations.
D)   price reductions.
E)   direct marketing.

Question 18

In the AIDA model, the do stage is the __________ stage.

Accepted Answer

A)   awareness
B)   action
C)   interest
D)   desire
E)   intentions

Question 19

The sender of an IMC message hopes the receivers are

Accepted Answer

A)   the people for whom the message was originally intended.
B)   the people with the most buying power.
C)   consumers who are capable of discerning value.
D)   consumers who have purchased the firm's products in the past.
E)   the market segment with the most gross rating points.

Question 20

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?

Accepted Answer

The lagged effect is the delayed respons...

Exam 17: Integrated Marketing Communications

Explain how a company can use search engine marketing.

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

Especially for marketers with new products or services, IMC is needed because

Correct Answer
verified

In the AIDA model, the do stage is the __________ stage.

Correct Answer
verified

Which of the following is NOT one of the steps in the AIDA model?

Correct Answer
verified

The sender of an IMC message hopes the receivers are

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

The basic goal of integrated marketing communications is to

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

Correct Answer
verified

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

Correct Answer
verified

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?

Correct Answer
verified
The lagged effect is the delayed respons...
View Answer

The individual elements of an IMC strategy can be viewed on two axes: __ (from the consumer's perspective) and .

Correct Answer
verified

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

Correct Answer
verified

Personal selling can only be successful through the use of print, newspapers, and radio.

Correct Answer
verified

Integrated marketing communications include all of the following EXCEPT

Correct Answer
verified

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?

Correct Answer
verified

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

Correct Answer
verified

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

Correct Answer
verified

What are the individual elements of integrated marketing communications, and how does each contribute to an IMC campaign?

Correct Answer
verified
Responses should describe adve...
View Answer

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.

Correct Answer
verified

Exam 17: Integrated Marketing Communications

Explain how a company can use search engine marketing.

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

Especially for marketers with new products or services, IMC is needed because

Correct AnswerverifiedShow Answer

In the AIDA model, the do stage is the __________ stage.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the steps in the AIDA model?

Correct AnswerverifiedShow Answer

The sender of an IMC message hopes the receivers are

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

The basic goal of integrated marketing communications is to

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

Correct AnswerverifiedShow Answer

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedThe lagged effect is the delayed respons...View AnswerShow Answer

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________.

Correct AnswerverifiedShow Answer

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

Correct AnswerverifiedShow Answer

Personal selling can only be successful through the use of print, newspapers, and radio.

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following EXCEPT

Correct AnswerverifiedShow Answer

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services?

Correct AnswerverifiedShow Answer

There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What are the individual elements of integrated marketing communications, and how does each contribute to an IMC campaign?

Correct AnswerverifiedResponses should describe adve...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The lagged effect is the delayed respons...
View Answer

The individual elements of an IMC strategy can be viewed on two axes: __ (from the consumer's perspective) and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Responses should describe adve...
View Answer

Correct Answer
verified