Question 1

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 2

An ad for Bud Light ran six times during a recently televised football game.When measuring IMC results for this ad,six would be the _____ for this telecast.

Accepted Answer

A)   frequency
B)   reach
C)   gross rating points
D)   ROI
E)   click-through rate

Question 3

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Accepted Answer

A) True 
 B)False

Question 4

If marketing communications are effective,they will

Accepted Answer

A)   result in purchases by some consumers receiving the communications.
B)   offset any negative publicity the firm may have received.
C)   minimize the number of communication channels used by the firm.
D)   generate interest in the product in over half the consumers who receive the communications.
E)   include all steps of the AIDA model with equal weighting to each step.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

How is advertising different from publicity?

Accepted Answer

Advertising is a paid form of communicat...

Question 7

National manufacturers and retailers often pay a service provider to monitor television ads around the country,in order to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Accepted Answer

A)   competing messages.
B)   lack of clarity in the message.
C)   a poor choice of medium.
D)   a flaw in the medium.
E)   an extended feedback loop.

Question 8

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 9

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 10

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 11

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Accepted Answer

A)   generate consumer action.
B)   increase the level of interest among consumers.
C)   determine the level of desire needed to sustain action.
D)   gain the attention of the consumer.
E)   create intentions to purchase the product.

Question 12

Carlos owns a chain of retail electronic stores.He is evaluating how he allocates his firm's IMC budget.He receives offers from a variety of advertising media,spends money on his firm's public relations efforts,and is considering electronic media alternatives.Carl recognizes that each IMC alternative

Accepted Answer

A)   will stand on its own.
B)   is part of the whole.
C)   is part of noncommercial free speech.
D)   is less important than stealth marketing.
E)   is dictated by the nature of the supply chain.

Question 13

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this

Accepted Answer

A)   selective recall.
B)   free association.
C)   aided recall.
D)   recall mapping.
E)   top-of-mind awareness.

Question 14

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

Accepted Answer

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

Question 15

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Accepted Answer

A)   competing messages.
B)   lack of clarity in the message.
C)   a poor choice of medium.
D)   an extended feedback loop.
E)   a flaw in the medium.

Question 16

Sales promotions include all of the following EXCEPT

Accepted Answer

A)   coupons.
B)   rebates.
C)   online ads.
D)   point-of-purchase displays.
E)   free samples.

Question 17

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)   redemption rates for coupons or rebates
E)   the channel

Question 18

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Accepted Answer

A)   maximize rating points.
B)   minimize marketing communication expenditures.
C)   shift encoding into decoding.
D)   use personal selling to augment public relations.
E)   drive the receiver to action.

Question 19

Naomi is 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 20

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Accepted Answer

A)   reach and frequency
B)   track and decode
C)   objective-and-task
D)   rule-of-thumb
E)   sender-receiver

Exam 18: Integrated Marketing Communications

How is advertising different from publicity?

Correct Answer
verified
Advertising is a paid form of communicat...
View Answer

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

Correct Answer
verified

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Correct Answer
verified

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

Correct Answer
verified

Sales promotions include all of the following EXCEPT

Correct Answer
verified

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

Correct Answer
verified

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this

Correct Answer
verified

If marketing communications are effective,they will

Correct Answer
verified

An ad for Bud Light ran six times during a recently televised football game.When measuring IMC results for this ad,six would be the _____ for this telecast.

Correct Answer
verified

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Correct Answer
verified

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 Answer
verified

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

Correct Answer
verified

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Correct Answer
verified

National manufacturers and retailers often pay a service provider to monitor television ads around the country,in order to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Correct Answer
verified

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Correct Answer
verified

Naomi is 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

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

The goal of any marketing communication is to

Correct Answer
verified

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Correct Answer
verified

Exam 18: Integrated Marketing Communications

How is advertising different from publicity?

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

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

Correct AnswerverifiedShow Answer

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales promotions include all of the following EXCEPT

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Cheryl asked Nadia to help her buy some aftershave for her boyfriend.Nadia was going through a list of different brand names,when Cheryl stopped her and said,"I recognize that one." Marketers call this

Correct AnswerverifiedShow Answer

If marketing communications are effective,they will

Correct AnswerverifiedShow Answer

An ad for Bud Light ran six times during a recently televised football game.When measuring IMC results for this ad,six would be the _____ for this telecast.

Correct AnswerverifiedShow Answer

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Correct AnswerverifiedShow 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

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

Correct AnswerverifiedShow Answer

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Correct AnswerverifiedShow Answer

National manufacturers and retailers often pay a service provider to monitor television ads around the country,in order to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Correct AnswerverifiedShow Answer

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Correct AnswerverifiedShow Answer

Naomi is 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

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

The goal of any marketing communication is to

Correct AnswerverifiedShow Answer

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Correct AnswerverifiedShow Answer

Correct Answer
verified
Advertising is a paid form of communicat...
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
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

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