Question 1

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 inquires,awareness,and trial of her firm's services.
D)  shifting customers to rule-of-thumb budgeting.
E)  increasing the lagged effect.

Question 2

Personal selling involves ___________________ communication between a buyer and a seller.

Accepted Answer

A)  face-to-face
B)  video teleconferencing
C)  telephone
D)  Internet
E)  any of these

Question 3

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use _______________ to provide feedback from her efforts.

Accepted Answer

A)  sales data
B)  complaints
C)  compliments
D)  redemption rates for coupons or rebates
E)  all of these.

Question 4

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as:

Accepted Answer

A)  aided recall.
B)  unaided recall.
C)  top-of-mind awareness.
D)  brand preference.
E)  brand indifference.

Question 5

In the AIDA model,the "do" stage is the ________________ stage.

Accepted Answer

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

Question 6

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 7

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Accepted Answer

She is usi...

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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:

Accepted Answer

A)  reject the idea immediately.
B)  increase the speed she is driving so she can get there sooner.
C)  call and cancel reservations she made at another hotel.
D)  keep track of the miles so she'll know how soon she will be there.
E)  go through several steps before deciding whether to stop at South of the Border.

Question 10

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 11

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

Accepted Answer

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

Question 12

The sender of an IMC message hopes the receiver is:

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 13

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 14

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

Accepted Answer

A)  overwhelm the competition.
B)  overwhelm the consumer.
C)  integrate supply chain efficiency into the marketing mix communication lagged effect model.
D)  maximize noise and avoid using rule-of-thumb encoding.
E)  provide clarity,consistency,and maximum communicative impact.

Question 15

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 16

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 17

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

Accepted Answer

A) True 
 B)False

Question 18

Sales promotions include all of the following EXCEPT:

Accepted Answer

A)  coupons.
B)  rebates.
C)  online ads.
D)  point-of-purchase displays.
E)  free samples.

Question 19

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 20

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...

Exam 17: Integrated Marketing Communications

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

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Correct AnswerverifiedShe is usi...View AnswerShow Answer

Personal selling involves ___________________ communication between a buyer and a seller.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the AIDA model,the "do" stage is the ________________ stage.

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

The basic goal of integrated marketing communications is to:

Correct AnswerverifiedShow Answer

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as:

Correct AnswerverifiedShow Answer

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following EXCEPT:

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

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:

Correct AnswerverifiedShow Answer

Loretta would like to know which,if any,of her firm's IMC efforts are working.She could use _______________ to provide feedback from her efforts.

Correct AnswerverifiedShow Answer

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

Sales promotions include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

The sender of an IMC message hopes the receiver is:

Correct AnswerverifiedShow 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

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

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IMC goals should be explicit a...
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