Question 1

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)   indirect marketing to viral marketing.
E)   advertising to direct marketing and website development.

Question 2

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

Accepted Answer

Responses should describe adve...

Question 3

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 4

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is not a communication channel used in the IMC process?

Accepted Answer

A)   radio
B)   television
C)   newspaper
D)   Internet
E)   supply chain

Question 6

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.

Question 7

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

Question 8

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before.After seeing the sign,she will most likely need additional exposure to the product before deciding whether to stop at South of the Border.This is an example of

Accepted Answer

A)   rejection of advertising.
B)   subliminal advertising.
C)   product underwhelm.
D)   IMC strategy.
E)   the lagged effect.

Question 9

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Accepted Answer

A)   competing messages.
B)   lack of clarity in the message.
C)   a poor choice of medium.
D)   an extended feedback loop.
E)   a flaw in the medium.

Question 10

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,or

Accepted Answer

A)   competing messages.
B)   an extended feedback loop.
C)   indirect encoding.
D)   inhibited decoding.
E)   excessive reach.

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

The goals of IMC need to

Accepted Answer

A)   expand as the advertising budget expands.
B)   be explicit and measurable.
C)   be encoded before they can be decoded.
D)   include both the noise effect and the transmitter effect.
E)   be separate from budget.

Question 13

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Accepted Answer

The lagged effect is the delayed respons...

Question 14

Compared to other IMC alternatives,advertising is extremely effective for

Accepted Answer

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

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.

Question 16

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Accepted Answer

A)   Product familiarity
B)   Brand association
C)   Brand awareness
D)   Marketing recall
E)   Cognitive association

Question 17

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 18

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,within a specified period of time.

Accepted Answer

A) True 
 B)False

Question 19

The IMC communication process begins with __________,who(which) must be clearly identified.

Accepted Answer

A)   the integrator
B)   the sender
C)   the transmitter
D)   the communication channel
E)   the receiver

Question 20

Kim and David's Kayak Tours offers a variety of coastal kayaking trips.When they started their business,they experimented with advertising but were disappointed with the results.A friend has suggested using sales promotions instead.What are their sales promotion options? Which would have the best potential for success,and why?

Accepted Answer

Sales promotions include coupons,contest...

Exam 18: Integrated Marketing Communications

Correct Answer
verified
Sales promotions include coupons,contest...
View Answer

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,within a specified period of time.

Correct Answer
verified

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Correct Answer
verified
The lagged effect is the delayed respons...
View Answer

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

Correct Answer
verified

Public relations is the component of IMC that

Correct Answer
verified

Which of the following is the least interactive IMC strategy?

Correct Answer
verified

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

Correct Answer
verified

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,or

Correct Answer
verified

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Correct Answer
verified

Compared to other IMC alternatives,advertising is extremely effective for

Correct Answer
verified

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

Correct Answer
verified
Responses should describe adve...
View 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 Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is not a communication channel used in the IMC process?

Correct Answer
verified

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

Correct Answer
verified

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Correct Answer
verified

The goals of IMC need to

Correct Answer
verified

The IMC communication process begins with __________,who(which) must be clearly identified.

Correct Answer
verified

Correct Answer
verified

Exam 18: Integrated Marketing Communications

Correct AnswerverifiedSales promotions include coupons,contest...View AnswerShow Answer

Frequency describes the percentage of the target population exposed to a specific marketing communication,such as advertisement,within a specified period of time.

Correct AnswerverifiedShow Answer

There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Correct AnswerverifiedThe lagged effect is the delayed respons...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that

Correct AnswerverifiedShow Answer

Which of the following is the least interactive IMC strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the IMC process,noise can occur as a result of lack of message clarity,a poor choice of medium,or

Correct AnswerverifiedShow Answer

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.

Correct AnswerverifiedShow Answer

Compared to other IMC alternatives,advertising is extremely effective for

Correct AnswerverifiedShow Answer

What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?

Correct AnswerverifiedResponses should describe adve...View AnswerShow 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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is not a communication channel used in the IMC process?

Correct AnswerverifiedShow Answer

As the number of communication media has increased,the task of understanding how best to reach target customers has become easier.

Correct AnswerverifiedShow Answer

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with

Correct AnswerverifiedShow Answer

The goals of IMC need to

Correct AnswerverifiedShow Answer

The IMC communication process begins with __________,who(which) must be clearly identified.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified
Sales promotions include coupons,contest...
View Answer

Correct Answer
verified

Correct Answer
verified
The lagged effect is the delayed respons...
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
Responses should describe adve...
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
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Correct Answer
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