Question 1

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

Accepted Answer

A) True 
 B)False

Question 2

A major factor contributing to the growth in the use of direct marketing IMC efforts is:

Accepted Answer

A)   reduced government regulation of deceptive advertising practices.
B)   expanded use of personal selling.
C)   a shift from objective-and-task to rule-of-thumb budgeting.
D)   increased use of credit and debit cards,and online shopping by consumers.
E)   the reduction in IMC noise allowing for a decreased lagged effect.

Question 3

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 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

It may take several exposures to marketing communications before consumers are moved to buy.

Accepted Answer

A) True 
 B)False

Question 6

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 7

If you have ever watched a television commercial and at the end of the message wondered what were they promoting,you may have had trouble __________ the IMC message.

Accepted Answer

A)   decoding
B)   pre-testing
C)   precoding
D)   encoding
E)   tracking

Question 8

Though a picture may be worth a thousand words,the most important facet of encoding is:

Accepted Answer

A)   who draws the picture.
B)   the self-visualization process.
C)   not what is received rather what is sent.
D)   the sponsor rather than the receiver.
E)   not what is sent rather what is received.

Question 9

Compared to mass media advertising,a key advantage of direct marketing is:

Accepted Answer

A)   it allows for personalization of the message.
B)   it reaches a larger audience.
C)   it involves face-to-face contact.
D)   it uses the rule-of-thumb budgeting method.
E)   all of these.

Question 10

How is advertising different from publicity?

Accepted Answer

Advertising is a paid form of communicat...

Question 11

If the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from:

Accepted Answer

A)   "I want it" to "I like it."
B)   action to desire.
C)   "I like it" to "I want it."
D)   awareness to action.
E)   feeling to thinking.

Question 12

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 13

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Accepted Answer

A)   Competitive parity
B)   Percentage of sales
C)   Available budget
D)   Objective and task
E)   None of these

Question 14

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

Accepted Answer

A)   overwhelm the competition.
B)   overwhelm the consumer.
C)   integrate supply chain efficiency into the marketing mix communication lagged effect model.
D)   maximize noise and avoid using rule-of-thumb encoding.
E)   provide clarity,consistency,and maximum communicative impact.

Question 15

List the steps in the AIDA model and explain why each step is important to marketers.

Accepted Answer

Awareness--in this step,marketers are lo...

Question 16

How can direct marketing create a win-win situation for customers and the firm?

Accepted Answer

Students should demonstrate a basic unde...

Question 17

Monica is launching a personal shopping and messenger service.She has a pretty good idea of what her expenses will be,and she has some conservative but solid revenue projections.She has no idea,though,how to budget communications expenses.She is asking a number of her friends for their ideas.What approaches would you recommend?

Accepted Answer

Monica could perhaps use an objective-an...

Question 18

The proliferation of new media alternatives has led many firms to shift their promotional budgets from:

Accepted Answer

A)   publicity to public relations.
B)   personal selling to advertising.
C)   integrated marketing communications to disintegrated marketing communications.
D)   stealth marketing to viral marketing.
E)   advertising to direct marketing and Website development.

Question 19

How can noise disrupt the IMC process?

Accepted Answer

Noise typically stems from com...

Question 20

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 they make 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.

Exam 16: Integrated Marketing Communications

Correct Answer
verified
Monica could perhaps use an objective-an...
View Answer

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Correct Answer
verified

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

Correct Answer
verified

How is advertising different from publicity?

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

How can direct marketing create a win-win situation for customers and the firm?

Correct Answer
verified
Students should demonstrate a basic unde...
View Answer

The proliferation of new media alternatives has led many firms to shift their promotional budgets from:

Correct Answer
verified

It may take several exposures to marketing communications before consumers are moved to buy.

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

Though a picture may be worth a thousand words,the most important facet of encoding is:

Correct Answer
verified

If the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from:

Correct Answer
verified

How can noise disrupt the IMC process?

Correct Answer
verified
Noise typically stems from com...
View Answer

Compared to mass media advertising,a key advantage of direct marketing is:

Correct Answer
verified

If marketing communications are effective,they will:

Correct Answer
verified

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 Answer
verified

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

Correct Answer
verified

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

Correct Answer
verified

If you have ever watched a television commercial and at the end of the message wondered what were they promoting,you may have had trouble __________ the IMC message.

Correct Answer
verified

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

Correct Answer
verified

List the steps in the AIDA model and explain why each step is important to marketers.

Correct Answer
verified
Awareness--in this step,marketers are lo...
View Answer

A major factor contributing to the growth in the use of direct marketing IMC efforts is:

Correct Answer
verified

Exam 16: Integrated Marketing Communications

Correct AnswerverifiedMonica could perhaps use an objective-an...View AnswerShow Answer

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Correct AnswerverifiedShow Answer

Garrett works for a small chain of convenience stores.He is trying to coordinate his firm's IMC efforts.Garrett's IMC goal is to:

Correct AnswerverifiedShow Answer

How is advertising different from publicity?

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

How can direct marketing create a win-win situation for customers and the firm?

Correct AnswerverifiedStudents should demonstrate a basic unde...View AnswerShow Answer

The proliferation of new media alternatives has led many firms to shift their promotional budgets from:

Correct AnswerverifiedShow Answer

It may take several exposures to marketing communications before consumers are moved to buy.

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

Though a picture may be worth a thousand words,the most important facet of encoding is:

Correct AnswerverifiedShow Answer

If the marketing communication has captured the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from:

Correct AnswerverifiedShow Answer

How can noise disrupt the IMC process?

Correct AnswerverifiedNoise typically stems from com...View AnswerShow Answer

Compared to mass media advertising,a key advantage of direct marketing is:

Correct AnswerverifiedShow Answer

If marketing communications are effective,they will:

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

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

Correct AnswerverifiedShow Answer

The sender of an integrated marketing communication controls the meaning individual receivers take from the message.

Correct AnswerverifiedShow Answer

If you have ever watched a television commercial and at the end of the message wondered what were they promoting,you may have had trouble __________ the IMC message.

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

List the steps in the AIDA model and explain why each step is important to marketers.

Correct AnswerverifiedAwareness--in this step,marketers are lo...View AnswerShow Answer

A major factor contributing to the growth in the use of direct marketing IMC efforts is:

Correct AnswerverifiedShow Answer

Correct Answer
verified
Monica could perhaps use an objective-an...
View Answer

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified
Students should demonstrate a basic unde...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Noise typically stems from com...
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
Awareness--in this step,marketers are lo...
View Answer

Correct Answer
verified