Question 1

Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

Accepted Answer

A)   personal selling.
B)   mobile marketing.
C)   online marketing.
D)   social media.
E)   advertising.

Question 2

Especially for marketers with new products or services, IMC is 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.

Question 3

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

Accepted Answer

A) True 
 B)False

Question 4

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Accepted Answer

A)   the primacy effect.
B)   aided recall.
C)   top-of-mind awareness.
D)   category dominance.
E)   elevated awareness.

Question 5

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

Accepted Answer

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

Question 6

In the AIDA model, the think stage is the________ stage.

Accepted Answer

A)   awareness
B)   action
C)   interest
D)   desire
E)   intention

Question 7

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 8

Which of the following 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)   corporate website
E)   Twitter

Question 9

In the AIDA model, awareness leads to

Accepted Answer

A)   intention, which hopefully leads to desire and then action.
B)   integration, which hopefully leads to desire and then action.
C)   interest, which hopefully leads to desire and then action.
D)   intention, which hopefully leads to desire and then attention.
E)   interest, which hopefully leads to determination and then action.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Question 12

Personal selling can be successful only through the use of print, newspapers, and radio.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

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)   encoding

Question 15

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Accepted Answer

A)   sender
B)   transmitter
C)   encoder
D)   channel
E)   receiver

Question 16

Reaching the right audience with marketing communications is becoming more difficult because

Accepted Answer

A)   consumers are bored.
B)   government regulations are constraining free speech.
C)   personal selling is becoming less expensive, making it more competitive with advertising.
D)   the media environment has become more complicated.
E)   the AIDA model no longer represents how marketing communication works.

Question 17

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

Accepted Answer

A)   the click-through rate.
B)   impressions.
C)   frequency.
D)   gross rating points.
E)   reach.

Question 18

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 19

Even the best marketing communication can be wasted if the sender does not first

Accepted Answer

A)   generate consumer action.
B)   offer testimonials from past consumers.
C)   determine the level of desire needed to sustain action.
D)   gain the attention of the consumer.
E)   stimulate interest among stealth marketing consumers.

Question 20

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

Accepted Answer

A) True 
 B)False

Exam 17: Integrated Marketing Communications

When using the rule-of-thumb method for IMC budgeting, prior sales and communication activities are used for guidance.

Correct AnswerverifiedShow Answer

Reaching the right audience with marketing communications is becoming more difficult because

Correct AnswerverifiedShow Answer

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

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

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

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

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

Correct AnswerverifiedShow Answer

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A firm's marketing communication strategy is formulated specifically to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Personal selling can be successful only through the use of print, newspapers, and radio.

Correct AnswerverifiedShow Answer

Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

Correct AnswerverifiedShow Answer

In the AIDA model, the think stage is the________ stage.

Correct AnswerverifiedShow Answer

In the AIDA model, awareness leads to

Correct AnswerverifiedShow Answer

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

Correct AnswerverifiedShow Answer

Even the best marketing communication can be wasted if the sender does not first

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

Especially for marketers with new products or services, IMC is needed because

Correct AnswerverifiedShow Answer

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Correct AnswerverifiedShow Answer

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