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Exam 16: Integrated Marketing Communications

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Question 21

Multiple Choice

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To stimulate interest and persuade consumers to further investigate a firm's product or service,marketing communications include:

A) facts designed to shift consumers from feeling to thinking.
B) awareness-building messages.
C) as much in-depth information as possible.
D) subliminal encoding devices.
E) information about attributes that are of particular interest to the target audience.

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Question 22

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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:

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

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Question 23

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

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.

An advertising agency in Los Angeles once held a contest among its employees to see who could create the most visibility for the company.The winning team included two staff members who put on a wet t-shirt display on an interstate overpass with television helicopter crews capturing and showing footage on the local news.In the AIDA model,the advertising agency was attempting to create:

What is noise in the communication process? What are the three typical sources of noise? Provide an example of noise you have experienced or observed.

Encoding means converting the sender's ideas into a message,which could be verbal,visual or both.

Personal care product manufacturers know that samples are one of the few effective promotional efforts that can be used to get consumers to switch brands.These marketers will likely use __________ to monitor the effectiveness of giving away samples.

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and:

With the emergence of Websites,text messaging,and blogging as new IMC alternatives,the question of how to best reach target audiences has:

Integrated marketing communications include all of the following EXCEPT:

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10,what would be the return on investment?

The goal of any marketing communication is to:

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?

In the movie Field of Dreams,one of the memorable phrases is "Build it,and they will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers,they need to:

In the AIDA model,the "think" stage is the __________ stage.

Marketers use public relations to:

Public relations is the component of IMC that has received the greatest increase in aggregate spending.

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