Question 1

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  True

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.F) A) and D)
G) C) and D) B

Question 3

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.F) None of the above
G) A) and D)

Question 4

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and a consumer's purchase.

Accepted Answer

A) True 
 B)False

Question 5

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of __________ to determine what is working and what is not.

Accepted Answer

A)   noise
B)   pretesting
C)   precoding
D)   encoding
E)   feedbackF) C) and D)
G) B) and E)

Question 6

A measure termed _______ describes how useful an ad message is to the consumer doing the search.

Accepted Answer

A)   reliability
B)   relevance
C)   impression
D)   awareness
E)   return on investmentF) B) and E)
G) None of the above

Question 7

__________ refers to the process by which the receiver interprets the sender's message.

Accepted Answer

A)   Decoding
B)   Feedback
C)   Precoding
D)   Encoding
E)   TrackingF) B) and E)
G) C) and D)

Question 8

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

Accepted Answer

Think,feel,do.Think is awareness; feel correlates to interest and desire; do correlates to action.

Question 9

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.F) B) and E)
G) D) and E)

Question 10

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.F) A) and E)
G) A) and C)

Question 11

The 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 receiverF) B) and C)
G) C) and D)

Question 12

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

Accepted Answer

A) True 
 B)False

Question 13

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.F) A) and E)
G) C) and D)

Question 14

If the marketing communication has piqued the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Accepted Answer

A) True 
 B)False

Question 15

One difficulty associated with using advertising as part of a marketer's IMC efforts is

Accepted Answer

A)   it is hard to break through the clutter of other messages targeted for the same audience.
B)   it is more expensive than personal selling.
C)   it works only when communicating to the most uninformed consumers.
D)   government regulations have significantly decreased allowable advertising frequencies.
E)   it is considered old-fashioned by many younger consumers.F) B) and C)
G) C) and D)

Question 16

Jim was asked to determine the impressions for an ad campaign.He will determine

Accepted Answer

A)   how often the audience was exposed to the communication.
B)   the percentage of the target population exposed to the communication.
C)   the number of times the ad appeared in front of the user.
D)   how useful the ad message is to the consumer.
E)   the advertising cost and the total communications expenditures.F) B) and E)
G) A) and B)

Question 17

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is

Accepted Answer

A)   easy.
B)   expensive.
C)   ineffective.
D)   overrated.
E)   simple.F) C) and D)
G) B) and C)

Question 18

In integrated marketing communications,encoding involves

Accepted Answer

A)   converting consumers' ideas into value propositions.
B)   differentiating noncommercial speech from commercial speech.
C)   converting the decoder into the receiver.
D)   interpreting click-through rates.
E)   converting the sender's ideas into a message.F) D) and E)
G) All of the above

Question 19

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)   faxed newsletter
C)   Super Bowl ad
D)   corporate website
E)   TwitterF) A) and E)
G) None of the above

Question 20

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Accepted Answer

A) True 
 B)False

Exam 17: Integrated Marketing Communications

Even the best marketing communication can be wasted if the sender does not gain the attention of the consumer.

Correct AnswerverifiedTrue

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

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and a consumer's purchase.

Correct AnswerverifiedShow Answer

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of __________ to determine what is working and what is not.

Correct AnswerverifiedShow Answer

A measure termed _______ describes how useful an ad message is to the consumer doing the search.

Correct AnswerverifiedShow Answer

__________ refers to the process by which the receiver interprets the sender's message.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThink,feel,do.Think is awareness; feel correlates to interest and desire; do correlates to action.

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

A firm's marketing communication strategy is formulated specifically to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.

Correct AnswerverifiedShow Answer

Public relations is the component of IMC that

Correct AnswerverifiedShow Answer

If the marketing communication has piqued the interest of its target market,the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."

Correct AnswerverifiedShow Answer

One difficulty associated with using advertising as part of a marketer's IMC efforts is

Correct AnswerverifiedShow Answer

Jim was asked to determine the impressions for an ad campaign.He will determine

Correct AnswerverifiedShow Answer

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is

Correct AnswerverifiedShow Answer

In integrated marketing communications,encoding involves

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

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

Correct AnswerverifiedShow Answer

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True

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B

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Think,feel,do.Think is awareness; feel correlates to interest and desire; do correlates to action.

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