Question 1

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where 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 delayF) A) and B)
G) B) and C)

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

Each step in the IMC process can be meas...

Question 4

The individual elements of an IMC strategy can be viewed on two axes: ___________ (from the consumer's perspective) and __________.

Accepted Answer

A)  passive and interactive; tangible and intangible
B)  mobile marketing and direct marketing; tangible and intangible
C)  offline and online; low cost and high cost
D)  passive and interactive; offline and online
E)  static and changing; offline and onlineF) A) and B)
G) A) and C)

Question 5

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Accepted Answer

As consumers increased their u...

Question 6

Reaching the right audience with marketing communications has become more difficult because

Accepted Answer

A)  consumers have become harder to persuade.
B)  government regulations are constraining free speech.
C)  firms have become more competitive about noise.
D)  the number and variety of communication media have multiplied.
E)  the AIDA model no longer represents how marketing communication works.F) D) and E)
G) B) and D)

Question 7

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

Accepted Answer

A)  pricing
B)  product
C)  promotion
D)  place
E)  personal sellingF) C) and D)
G) B) and C)

Question 8

__________ is interference in the IMC process.

Accepted Answer

A)  Translation
B)  Looping
C)  Excessive reach
D)  Noise
E)  FeedbackF) C) and E)
G) A) and B)

Question 9

When Harry and David mails coupons to previous customers to encourage them to reorder, it is using

Accepted Answer

A)  mass media advertising.
B)  publicity.
C)  public relations.
D)  sales promotions.
E)  direct marketing.F) B) and D)
G) C) and D)

Question 10

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 while advertising involves only decoding.F) A) and D)
G) A) and E)

Question 11

Sarah was frowning as she listened to the speaker. She was _______ her response to the speaker.

Accepted Answer

A)  decoding
B)  targeting
C)  precoding
D)  encoding
E)  trackingF) A) and C)
G) A) and E)

Question 12

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

Accepted Answer

A)  personal selling
B)  mobile marketing
C)  advertising
D)  direct marketing
E)  public relationsF) A) and B)
G) A) and C)

Question 13

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

Accepted Answer

A)  instructor
B)  noise
C)  transmitter
D)  communication channel
E)  receiverF) A) and E)
G) B) and C)

Question 14

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Accepted Answer

A)  decoding
B)  pretesting
C)  feedback
D)  simulations
E)  encodingF) A) and D)
G) B) and C)

Question 15

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

Accepted Answer

A)  interactive.
B)  expensive.
C)  company controlled.
D)  consumer controlled.
E)  entertainment oriented.F) A) and B)
G) D) and E)

Question 16

A measure of _______ describes how useful an ad message is to the consumer doing the search.

Accepted Answer

A)  reliability
B)  relevance
C)  impression
D)  awareness
E)  return on investmentF) B) and C)
G) A) and B)

Question 17

For marketers with new products or services, IMC is particularly needed because

Accepted Answer

A)  consumers need to know all about the features of new products before making a purchase decision.
B)  consumers are unlikely to buy products they are not aware of.
C)  it is impossible for products to sell themselves through word-of-mouth communication.
D)  pricing decisions cannot be made without IMC.
E)  new products and services need to be integrated into the supply chain value proposition.F) C) and D)
G) A) and C)

Question 18

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 identically for each market.
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)  messages are decoded in the manner intended by the encoder.F) All of the above
G) A) and E)

Question 19

Which of these is most effective in building brand image, listing details about retail locations, and educating customers about products and services?

Accepted Answer

A)  corporate blog
B)  direct mail
C)  Super Bowl ad
D)  company website
E)  mobile marketingF) A) and B)
G) A) and C)

Exam 17: Integrated Marketing Communications

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

Correct Answer
verified

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

Correct Answer
verified
Each step in the IMC process can be meas...
View Answer

For marketers with new products or services, IMC is particularly needed because

Correct Answer
verified

Which of these is most effective in building brand image, listing details about retail locations, and educating customers about products and services?

Correct Answer
verified

Reaching the right audience with marketing communications has become more difficult because

Correct Answer
verified

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Correct Answer
verified
As consumers increased their u...
View Answer

A measure of _______ describes how useful an ad message is to the consumer doing the search.

Correct Answer
verified

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

Correct Answer
verified

Which statement best describes personal selling?

Correct Answer
verified

Sarah was frowning as she listened to the speaker. She was _______ her response to the speaker.

Correct Answer
verified

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Correct Answer
verified

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

Correct Answer
verified

__________ is interference in the IMC process.

Correct Answer
verified

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

Correct Answer
verified

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

Correct Answer
verified

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

Correct Answer
verified

The individual elements of an IMC strategy can be viewed on two axes: _ (from the consumer's perspective) and .

Correct Answer
verified

When Harry and David mails coupons to previous customers to encourage them to reorder, it is using

Correct Answer
verified

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

Correct Answer
verified

Exam 17: Integrated Marketing Communications

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedEach step in the IMC process can be meas...View AnswerShow Answer

For marketers with new products or services, IMC is particularly needed because

Correct AnswerverifiedShow Answer

Which of these is most effective in building brand image, listing details about retail locations, and educating customers about products and services?

Correct AnswerverifiedShow Answer

Reaching the right audience with marketing communications has become more difficult because

Correct AnswerverifiedShow Answer

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Correct AnswerverifiedAs consumers increased their u...View AnswerShow Answer

A measure of _______ describes how useful an ad message is to the consumer doing the search.

Correct AnswerverifiedShow Answer

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

Correct AnswerverifiedShow Answer

Which statement best describes personal selling?

Correct AnswerverifiedShow Answer

Sarah was frowning as she listened to the speaker. She was _______ her response to the speaker.

Correct AnswerverifiedShow Answer

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts.

Correct AnswerverifiedShow Answer

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

Correct AnswerverifiedShow Answer

__________ is interference in the IMC process.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The individual elements of an IMC strategy can be viewed on two axes: ___________ (from the consumer's perspective) and __________.

Correct AnswerverifiedShow Answer

When Harry and David mails coupons to previous customers to encourage them to reorder, it is using

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Each step in the IMC process can be meas...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
As consumers increased their u...
View Answer

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
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Correct Answer
verified

Correct Answer
verified

The individual elements of an IMC strategy can be viewed on two axes: _ (from the consumer's perspective) and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified