FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 17: Integrated Marketing Communications

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 71

Multiple Choice

Review LaterAdd Note

Review Later

In the IMC process, noise can occur as a result of lack of message clarity, a flaw in the medium, or

A) competing messages.
B) an extended feedback loop.
C) indirect encoding.
D) inhibited decoding.
E) excessive reach.

Correct Answer

verified

Show Answer

Question 72

True/False

Review LaterAdd Note

Review Later

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Correct Answer

verified

Show Answer

Question 73

Essay

Review LaterAdd Note

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?

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

What are the four mental stages in the AIDA model?

Integrated marketing communications include all of the following except

In recent years, the component of IMC that has received the greatest increase in aggregate spending is

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

It may take several exposures to marketing communications before consumers are moved to buy.

Compared to other IMC alternatives, advertising is extremely effective for

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

The goal of any marketing communication is to

Personal selling is an especially important part of IMC in

How is advertising different from public relations?

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

In the IMC communication process, the ________ is the person who reads, hears, or sees and processes the message being communicated.

All of the following are steps in the AIDA model except

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." Which of the following will be most helpful to George?

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase.