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Exam 17: Integrated Marketing Communications

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Question 21

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

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

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Question 22

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Monica is launching a personal shopping and messenger service.She has a pretty good idea of what her expenses will be,and she has some conservative but solid revenue projections.She has no idea,though,how to budget communications expenses.She is asking a number of her friends for their ideas.What approaches would you recommend?

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Monica could perhaps use an objective-an...

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Question 23

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If you send an email and include a link,you can track how many people took the desired action of clicking on the link.This is known as:

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:

One of the newest IMC efforts is the use of corporate blogs.Why do businesses use them?

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

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

Budgeting for marketing expenses by using money available after operating costs and profits have been budgeted is known as the ________ method.

How can noise disrupt the IMC process?

One difficulty associated with using advertising as part of a marketer's IMC efforts is:

Explain how a company can use search engine marketing.

Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

Marketers use corporate blogs to:

What parts of an organization are involved in integrating marketing communications?

Marketers spend hundreds of millions of dollars annually creating and promoting symbols,colors,and images that make it easier for consumers to recognize the company,its brands or its products.These efforts facilitate ________________ in the IMC process.

In integrated marketing communications,encoding means:

"Top-of-mind awareness" is when consumers indicate that they know the brand when the name is presented to them.

Personal selling is an especially important part of IMC in:

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?