Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

In simple terms, the AIDA model is also known as the __________ model.

Accepted Answer

A)   intention, action, interest
B)   stop, look, listen
C)   want, need, desire
D)   inform, persuade, act
E)   think, feel, do

Question 3

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 4

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

Accepted Answer

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

Question 5

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication.

Accepted Answer

A)   decoding decomposition effect
B)   lagged effect
C)   noncommittal effect
D)   viral effect
E)   click-through delay

Question 6

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.

Question 7

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Accepted Answer

Think, feel, do. Think is awar...

Question 8

__________ is any interference in the IMC process.

Accepted Answer

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

Question 9

Which statement best describes personal selling?

Accepted Answer

A)   It involves a larger audience than advertising.
B)   It is primarily indirect communication.
C)   It is primarily informational communication, not persuasive communication.
D)   It is the two-way flow of communication between a buyer and a seller.
E)   It involves encoding whereas advertising involves only decoding.

Question 10

A firm's marketing communication strategy is formulated specifically to

Accepted Answer

A)   increase its frequency ratio.
B)   control its public image.
C)   increase its social media presence.
D)   communicate the value of its product(s) .
E)   increase its return on investment.

Question 11

Personal selling is an especially important part of IMC in

Accepted Answer

A)   business-to-business markets.
B)   cause-related marketing.
C)   event sponsorships.
D)   stealth marketing.
E)   web tracking.

Question 12

In integrated marketing communications, encoding involves

Accepted Answer

A)   converting consumers' ideas into value propositions.
B)   differentiating noncommercial speech from commercial speech.
C)   converting the decoder into the receiver.
D)   interpreting click-through rates.
E)   converting the sender's ideas into a message, which could be verbal, visual, or both.

Question 13

Integrated marketing communications (IMC) represents the product of the four Ps.

Accepted Answer

A) True 
 B)False

Question 14

In the IMC communication process, the __________ encodes the marketing communication message.

Accepted Answer

A)   instructor
B)   sender
C)   transmitter
D)   communication channel
E)   receiver

Question 15

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 16

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

Accepted Answer

A)   easy.
B)   expensive.
C)   ineffective.
D)   overrated.
E)   simple.

Question 17

How is advertising different from publicity?

Accepted Answer

Advertising is a paid form of communicat...

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

Accepted Answer

A)   sales data
B)   complaints
C)   compliments
D)   coupon redemption rates
E)   the channel

Exam 17: Integrated Marketing Communications

In the IMC communication process, the __________ encodes the marketing communication message.

Correct AnswerverifiedShow Answer

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

Correct AnswerverifiedShow Answer

A firm's marketing communication strategy is formulated specifically to

Correct AnswerverifiedShow Answer

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In simple terms, the AIDA model is also known as the __________ model.

Correct AnswerverifiedShow Answer

Which statement best describes personal selling?

Correct AnswerverifiedShow Answer

Integrated marketing communications (IMC) represents the product of the four Ps.

Correct AnswerverifiedShow Answer

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

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

Integrated marketing communications include all of the following EXCEPT

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is another name for the AIDA model? Correlate this term to the AIDA steps.

Correct AnswerverifiedThink, feel, do. Think is awar...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Personal selling is an especially important part of IMC in

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

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

Correct AnswerverifiedShow Answer

How is advertising different from publicity?

Correct AnswerverifiedAdvertising is a paid form of communicat...View AnswerShow Answer

In integrated marketing communications, encoding involves

Correct AnswerverifiedShow Answer

__________ is any interference in the IMC process.

Correct AnswerverifiedShow Answer

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Think, feel, do. Think is awar...
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Advertising is a paid form of communicat...
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