Question 1

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 2

Cora will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

Accepted Answer

A)   sales promotions
B)   media advertising
C)   direct marketing
D)   personal selling
E)   public relations

Question 3

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 4

Explain how a company can use search engine marketing.

Accepted Answer

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

Question 5

Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include

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 6

Though a picture can be worth a thousand words, the most important facet of encoding is

Accepted Answer

A)   who draws the picture.
B)   the self-visualization process.
C)   not what is received, but rather what is sent.
D)   the sponsor rather than the receiver.
E)   not what is sent, but rather what is received.

Question 7

Firms can use ________ to bring customers together to share experiences around the products.

Accepted Answer

A)   surveys
B)   social media
C)   consumer outlets
D)   brand associations
E)   public relations

Question 8

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, contes...

Question 9

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

Accepted Answer

A)   Decoding
B)   Feedback
C)   Precoding
D)   Encoding
E)   Tracking

Question 10

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 11

In the IMC communication process, the ________ is the medium that carries the message.

Accepted Answer

A)   feedback loop
B)   sender
C)   transmitter
D)   communication channel
E)   receiver

Question 12

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Accepted Answer

A)   reduced government regulation of deceptive advertising practices.
B)   expanded use of personal selling.
C)   a shift from objective-and-task to rule-of-thumb budgeting.
D)   increased use of credit and debit cards, and online shopping by consumers.
E)   the reduction in IMC noise, allowing for a decreased lagged effect.

Question 13

The cost of communicating directly with a potential customer is low compared with other forms of promotion.

Accepted Answer

A) True 
 B)False

Question 14

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 15

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about [our medicine]." In addition to creating awareness about their drugs, the companies are most likely hoping to

Accepted Answer

A)   reduce deceptive advertising.
B)   signal encoding symbols to simplify the feedback loop.
C)   offer objective-and-task marketing communications.
D)   stimulate interest, persuading consumers to investigate further.
E)   promote public interest social responsibility communications.

Question 16

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not.

Accepted Answer

A)   noise
B)   pretesting
C)   precoding
D)   encoding
E)   feedback

Question 17

________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Accepted Answer

A)   Product familiarity
B)   Brand association
C)   Brand awareness
D)   Marketing recall
E)   Cognitive association

Question 18

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

Accepted Answer

A) True 
 B)False

Question 19

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 20

Integrated marketing communications include all of the following except

Accepted Answer

A)   advertising.
B)   supply chain management.
C)   direct marketing.
D)   public relations.
E)   sales promotion.

Exam 17: Integrated Marketing Communications

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Correct Answer
verified

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

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

Cora will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

Correct Answer
verified

Explain how a company can use search engine marketing.

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

Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include

Correct Answer
verified

Though a picture can be worth a thousand words, the most important facet of encoding is

Correct Answer
verified

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

Correct Answer
verified

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

Correct Answer
verified

The sender of an IMC message hopes the receivers are

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

Firms can use ________ to bring customers together to share experiences around the products.

Correct Answer
verified

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

Correct Answer
verified

________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Correct Answer
verified

The cost of communicating directly with a potential customer is low compared with other forms of promotion.

Correct Answer
verified

Integrated marketing communications include all of the following except

Correct Answer
verified

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

In the IMC communication process, the ________ is the medium that carries the message.

Correct Answer
verified

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not.

Correct Answer
verified

Exam 17: Integrated Marketing Communications

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Correct AnswerverifiedShow Answer

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

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

Cora will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

Correct AnswerverifiedShow Answer

Explain how a company can use search engine marketing.

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

Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include

Correct AnswerverifiedShow Answer

Though a picture can be worth a thousand words, the most important facet of encoding is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

Correct AnswerverifiedShow Answer

The sender of an IMC message hopes the receivers are

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

Firms can use ________ to bring customers together to share experiences around the products.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Correct AnswerverifiedShow Answer

The cost of communicating directly with a potential customer is low compared with other forms of promotion.

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following except

Correct AnswerverifiedShow Answer

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

In the IMC communication process, the ________ is the medium that carries the message.

Correct AnswerverifiedShow Answer

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified