Question 1

A _________________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Accepted Answer

A)  corporate blog
B)  faxed newsletter
C)  Super Bowl ad
D)  full-page ad in selected newspapers
E)  public relations campaign

Question 2

Marketers adjust their messages and media based on the type of audience (suppliers,shareholders,customers or the general public) because:

Accepted Answer

A)  different media communicate in different ways.
B)  there are things you wouldn't want one group or another to know but you do want to let others know.
C)  these groups have very different attention spans.
D)  some read and some don't.
E)  that's the way it has always been done in marketing.

Question 3

When a company's communications budget is based on a percentage of forecasted sales,this is known as competitive parity.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A)  Decoding
B)  Stealth marketing
C)  Precoding
D)  Encoding
E)  Tracking

Question 5

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

Accepted Answer

A)  Sales promotion
B)  Direct marketing
C)  Public relations
D)  Mobile marketing
E)  Advertising

Question 6

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that:

Accepted Answer

A)  effective branding requires marketers to encode messages differently for each market segment.
B)  each receiver decodes IMC messages in his or her own way.
C)  action is taken before desire and interest are determined.
D)  marketers can almost always use the same message for all audiences.
E)  transmitters need to use the objective-and-task decoding system.

Question 7

Why should a marketer try to measure the success of a communications effort?

Accepted Answer

Students should anticipate issues about ...

Question 8

The goal of any marketing communication is to:

Accepted Answer

A)  maximize sales.
B)  increase public relations click-through rates.
C)  overwhelm negative publicity with commercial speech.
D)  replace cause-related marketing with non-cause-related marketing.
E)  get the right message to the right audience through the right media.

Question 9

Most manufacturers and retailers 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)  decoding
B)  pre-testing
C)  precoding
D)  encoding
E)  feedback

Exam 17: Integrated Marketing Communications

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

Correct Answer
verified

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

Correct Answer
verified

Most manufacturers and retailers 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

The goal of any marketing communication is to:

Correct Answer
verified

Why should a marketer try to measure the success of a communications effort?

Correct Answer
verified
Students should anticipate issues about ...
View Answer

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that:

Correct Answer
verified

A _________________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Correct Answer
verified

When a company's communications budget is based on a percentage of forecasted sales,this is known as competitive parity.

Correct Answer
verified

Marketers adjust their messages and media based on the type of audience (suppliers,shareholders,customers or the general public) because:

Correct Answer
verified

Exam 17: Integrated Marketing Communications

Red Bull sends out student brand managers to distribute free samples to their peers.What form of marketing communication is this?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Most manufacturers and retailers 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

The goal of any marketing communication is to:

Correct AnswerverifiedShow Answer

Why should a marketer try to measure the success of a communications effort?

Correct AnswerverifiedStudents should anticipate issues about ...View AnswerShow Answer

Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that:

Correct AnswerverifiedShow Answer

A _________________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Correct AnswerverifiedShow Answer

When a company's communications budget is based on a percentage of forecasted sales,this is known as competitive parity.

Correct AnswerverifiedShow Answer

Marketers adjust their messages and media based on the type of audience (suppliers,shareholders,customers or the general public) because:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students should anticipate issues about ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified