Question 1

__________________ is any interference in the IMC process.

Accepted Answer

A)  Translation
B)  Looping
C)  Excessive reach
D)  Noise
E)  Feedback

Question 2

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 3

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 4

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create ___________,while the Websites are used to create ___________.

Accepted Answer

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

Question 5

(p.507-508,Opening vignette)The opening vignette describes KFC's activities associated with introduction of its "fiery" chicken wings.What could have gone wrong,had the firm not used IMC?

Accepted Answer

Each element of the IMC strategy must ha...

Question 6

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.Yolanda is asking for _____________________ data.

Accepted Answer

A)  parity and affordability
B)  sales and promotion
C)  attitude change
D)  rule-of-thumb
E)  frequency and reach

Question 7

If you were advertising your company's watches in Vogue magazine and you had 5 ads in the magazine,how would you calculate your gross rating points (GRP)?

Accepted Answer

The GRP is equal to reach time...

Question 8

What is the other name for the AIDA model?

Accepted Answer

The answer of What is the other name for the...

Question 9

Competitive parity,percentage-of-sales,and available budget are types of ________________________ IMC budgeting.

Accepted Answer

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

Question 10

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 11

Karen manages cosmetic counters in a regional department store chain.She wants to increase sales during the summer,hoping to generate repeat business during the holiday season.Because Karen is selling personal care products in a department store,she will most likely use __________________ as her primary methods of sales promotion.

Accepted Answer

A)  contests and sweepstakes
B)  advertising and personal selling
C)  public relations and publicity
D)  free samples and point-of-purchase displays
E)  direct marketing

Question 12

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 13

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this ______________.

Accepted Answer

A)  selective recall
B)  free association
C)  aided recall
D)  recall mapping
E)  top-of-mind awareness

Question 14

Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts.To implement his IMC efforts,Gerald also needs to:

Accepted Answer

A)  integrate his pricing strategy with his event sponsorships.
B)  effectively decode his communications.
C)  maximize stealth marketing efforts.
D)  focus his efforts on his target market(s) .
E)  all of these.

Question 15

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Accepted Answer

A)  competing messages.
B)  lack of clarity in the message.
C)  a poor choice of medium.
D)  an extended feedback loop.
E)  a flaw in the medium.

Question 16

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Accepted Answer

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

Question 17

The right communication channel to use in IMC is:

Accepted Answer

A)  the traditional channel used in that particular retail sector.
B)  network advertising,local newspapers,and regional radio stations.
C)  the one that will connect to the desired recipients.
D)  the one with the best encoding capabilities.
E)  the one that maximizes decoding difficulty.

Question 18

One of the benefits of media fragmentation is it has allowed IMC planners to:

Accepted Answer

A)  target their desired audience more precisely.
B)  reduce their promotional expenditures.
C)  simplify IMC decoding.
D)  reduce the lagged effect.
E)  expand the use of rule-of-thumb budgeting.

Question 19

International marketing consultants often recommend that IMC messages which have been translated into another language be re-translated by someone else,and the results compared.By doing so,they hope to avoid noise problems associated with:

Accepted Answer

A)  competing messages.
B)  lack of clarity in the message.
C)  a poor choice of medium.
D)  an extended feedback loop.
E)  a flaw in the medium.

Question 20

Reaching the right audience with marketing communication 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 is no longer an accurate representation of how marketing communication works.

Exam 17: Integrated Marketing Communications

What is the other name for the AIDA model?

Correct Answer
verified

If you were advertising your company's watches in Vogue magazine and you had 5 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

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

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

Correct Answer
verified

__________________ is any interference in the IMC process.

Correct Answer
verified

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create _,while the Websites are used to create _.

Correct Answer
verified

In the AIDA model:

Correct Answer
verified

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.Yolanda is asking for _____________________ data.

Correct Answer
verified

Competitive parity,percentage-of-sales,and available budget are types of ________________________ IMC budgeting.

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

Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts.To implement his IMC efforts,Gerald also needs to:

Correct Answer
verified

International marketing consultants often recommend that IMC messages which have been translated into another language be re-translated by someone else,and the results compared.By doing so,they hope to avoid noise problems associated with:

Correct Answer
verified

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this ______________.

Correct Answer
verified

Reaching the right audience with marketing communication is becoming more difficult because:

Correct Answer
verified

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Correct Answer
verified

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Correct Answer
verified

(p.507-508,Opening vignette)The opening vignette describes KFC's activities associated with introduction of its "fiery" chicken wings.What could have gone wrong,had the firm not used IMC?

Correct Answer
verified
Each element of the IMC strategy must ha...
View Answer

One of the benefits of media fragmentation is it has allowed IMC planners to:

Correct Answer
verified

The right communication channel to use in IMC is:

Correct Answer
verified

Exam 17: Integrated Marketing Communications

What is the other name for the AIDA model?

Correct AnswerverifiedShow Answer

If you were advertising your company's watches in Vogue magazine and you had 5 ads in the magazine,how would you calculate your gross rating points (GRP)?

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

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

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

Correct AnswerverifiedShow Answer

__________________ is any interference in the IMC process.

Correct AnswerverifiedShow Answer

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create ___________,while the Websites are used to create ___________.

Correct AnswerverifiedShow Answer

In the AIDA model:

Correct AnswerverifiedShow Answer

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.Yolanda is asking for _____________________ data.

Correct AnswerverifiedShow Answer

Competitive parity,percentage-of-sales,and available budget are types of ________________________ IMC budgeting.

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

Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts.To implement his IMC efforts,Gerald also needs to:

Correct AnswerverifiedShow Answer

International marketing consultants often recommend that IMC messages which have been translated into another language be re-translated by someone else,and the results compared.By doing so,they hope to avoid noise problems associated with:

Correct AnswerverifiedShow Answer

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this ______________.

Correct AnswerverifiedShow Answer

Reaching the right audience with marketing communication is becoming more difficult because:

Correct AnswerverifiedShow Answer

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased.........." This is an example of:

Correct AnswerverifiedShow Answer

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is trying to avoid noise problems associated with:

Correct AnswerverifiedShow Answer

(p.507-508,Opening vignette)The opening vignette describes KFC's activities associated with introduction of its "fiery" chicken wings.What could have gone wrong,had the firm not used IMC?

Correct AnswerverifiedEach element of the IMC strategy must ha...View AnswerShow Answer

One of the benefits of media fragmentation is it has allowed IMC planners to:

Correct AnswerverifiedShow Answer

The right communication channel to use in IMC is:

Correct AnswerverifiedShow 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

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create _,while the Websites are used to create _.

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
Each element of the IMC strategy must ha...
View Answer

Correct Answer
verified

Correct Answer
verified