Question 1

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 2

Which of the following is the LEAST interactive IMC strategy?

Accepted Answer

A)   personal selling
B)   mobile marketing
C)   online marketing via social media
D)   direct marketing via catalog
E)   direct marketing via telemarketing D

Question 3

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 4

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 5

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi...

Question 6

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT

Accepted Answer

A)   personal selling.
B)   consumer contests.
C)   mobile marketing.
D)   public relations.
E)   telemarketing.

Question 7

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)   pre-testing
C)   feedback
D)   simulations
E)   encoding C

Question 8

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.

Question 9

The three elements of any IMC strategy are the consumer, the channels, and

Accepted Answer

A)   the receiver.
B)   the product.
C)   evaluation of the results.
D)   the company.
E)   event sponsorship.

Question 10

Public relations is the component of IMC that

Accepted Answer

A)   supports other promotional efforts by generating free media attention.
B)   has received the greatest increase in spending.
C)   converts mass media advertising into direct marketing.
D)   most effectively uses IMC encoding.
E)   generates the most gross rating points.

Question 11

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 12

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

Accepted Answer

Corporate blogs can be used to create po...

Question 13

When comparing the various communication channels available to marketing professionals, it becomes apparent that

Accepted Answer

A)   consumers prefer advertising over other channels.
B)   no single channel is better than another channel.
C)   public relations is the least expensive but the most successful.
D)   personal selling is the most expensive but the least successful.
E)   online marketing is taking the place of advertising and public relations.

Question 14

Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

Accepted Answer

A) True 
 B)False

Question 15

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 reached.
E)   include all steps of the AIDA model with equal weighting to each step.

Question 16

The goal of any marketing communication is to

Accepted Answer

A)   maximize personal selling.
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. E

Question 17

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 18

Compared to other IMC alternatives, advertising is extremely effective for

Accepted Answer

A)   closing a sale.
B)   efficient message decoding.
C)   reducing the potential for noise.
D)   creating awareness and generating interest in a product.
E)   repositioning consumers in the AIDA model.

Question 19

What ethical concerns are associated with direct marketing?

Accepted Answer

Responses may vary but can indicate that...

Question 20

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Accepted Answer

The GRP is equal to reach time...

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

Which of the following is the LEAST interactive IMC strategy?

Correct AnswerverifiedD

Sales promotions include all of the following EXCEPT

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

Compare and contrast mobile marketing with online marketing.

Correct AnswerverifiedBoth mobile marketing and online marketi...View AnswerShow Answer

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT

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 AnswerverifiedC

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

Correct AnswerverifiedShow Answer

The three elements of any IMC strategy are the consumer, the channels, and

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedCorporate blogs can be used to create po...View AnswerShow Answer

When comparing the various communication channels available to marketing professionals, it becomes apparent that

Correct AnswerverifiedShow Answer

Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action.

Correct AnswerverifiedShow Answer

If marketing communications are effective, they will

Correct AnswerverifiedShow Answer

The goal of any marketing communication is to

Correct AnswerverifiedE

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

Correct AnswerverifiedShow Answer

Compared to other IMC alternatives, advertising is extremely effective for

Correct AnswerverifiedShow Answer

What ethical concerns are associated with direct marketing?

Correct AnswerverifiedResponses may vary but can indicate that...View AnswerShow Answer

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Correct AnswerverifiedThe GRP is equal to reach time...View AnswerShow Answer

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D

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Both mobile marketing and online marketi...
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C

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Corporate blogs can be used to create po...
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E

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Responses may vary but can indicate that...
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The GRP is equal to reach time...
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