Question 1

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

Accepted Answer

A)   feedback disruption.
B)   noise.
C)   encoding design.
D)   a contact point.E) A) and C)
F) None of the above

Question 2

The marketing mix consists of the product, the price, distribution, and:

Accepted Answer

A)   emotions.
B)   promotions.
C)   delivery systems.
D)   services.E) None of the above
F) A) and D) B

Question 3

In terms of globally integrated marketing communications, adaptation is:

Accepted Answer

A)   not used in international environments.
B)   a form of e-commerce.
C)   advertising in unusual media.
D)   adjusting a message to local conditions.E) B) and C)
F) A) and D)

Question 4

The process of creating television commercials, print ads, and retail coupons are examples of encoding.

Accepted Answer

A) True 
 B)False

Question 5

Brand parity is the:

Accepted Answer

A)   perception that there are no real differences between major brands.
B)   feeling that most advertising is false.
C)   belief that all advertisers say essentially the same thing.
D)   idea that brands are distinct and easy to identify.E) None of the above
F) All of the above

Question 6

John is watching a baseball game and accesses the internet to look up stats for one of the players. In terms of integration of media platforms this illustrates:

Accepted Answer

A)   content grazing.
B)   investigative spider-webbing.
C)   social spider-webbing.
D)   quantum journey.E) None of the above
F) All of the above

Question 7

Susan researched the internet for information about the best brands of stereos. She has also visited the Best Buy retail store. This is an example of retailers having more channel power.

Accepted Answer

A) True 
 B)False

Question 8

When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place.

Accepted Answer

A) True 
 B)False

Question 9

Shantell just posted a picture of herself on the beach in Florida to Facebook. She immediately sent a text to her dad and sister to check it out. In terms of integration of media platforms this illustrates:

Accepted Answer

A)   content grazing.
B)   investigative spider-webbing.
C)   social spider-webbing.
D)   quantum journey.E) B) and C)
F) A) and D)

Question 10

Define integrated marketing communications. What makes it different from traditional promotion programs?

Accepted Answer

IMC is the coordination and integration ...

Question 11

The two types of buyer behaviors that the marketing team must understand are business-to-business behaviors and:

Accepted Answer

A)   local community activities.
B)   governmental purchase.
C)   consumer buyer behaviors.
D)   competitive actions.E) A) and C)
F) A) and D) C

Question 12

Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.

Accepted Answer

A) True 
 B)False

Question 13

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Accepted Answer

A) True 
 B)False

Question 14

All of the following are examples of communication noise except:

Accepted Answer

A)   driving while listening to the radio.
B)   scanning the newspaper for articles to read.
C)   scrolling past internet ads without looking at them.
D)   examining an advertisement in a magazine.E) A) and B)
F) A) and C)

Question 15

A contact point is:

Accepted Answer

A)   the place where a marketer reaches the production team.
B)   the place where the product is packaged or sold.
C)   a description of the effects of an advertisement.
D)   a place where consumers interact with a company.E) A) and B)
F) A) and C) D

Question 16

All of the following are trends impacting the use of integrated advertising and marketing communications except:

Accepted Answer

A)   emphasis on customer engagement.
B)   increases in perception of brand parity.
C)   increase in channel power by manufacturers.
D)   integration of media platforms.E) A) and B)
F) A) and C)

Question 17

Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step in the IMC planning process?

Accepted Answer

A)   SWOT analysis
B)   Defining primary marketing objectives
C)   Developing marketing strategies
D)   Developing marketing tacticsE) C) and D)
F) A) and D)

Question 18

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are perceived to be of equal quality.

Accepted Answer

A) True 
 B)False

Question 19

Consumer promotions include incentives, vendor support programs, and other fees and discounts that help the manufacturer push the product through the channel.

Accepted Answer

A) True 
 B)False

Question 20

An example of standardization is:

Accepted Answer

A)   Pepsi using the same theme in all of its global markets.
B)   using women with their faces covered in ads for Islamic countries.
C)   developing a website in several languages.
D)   using local salespeople in a global market.E) All of the above
F) B) and D)

Exam 1: Integrated Marketing Communications

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

Correct AnswerverifiedShow Answer

The marketing mix consists of the product, the price, distribution, and:

Correct AnswerverifiedB

In terms of globally integrated marketing communications, adaptation is:

Correct AnswerverifiedShow Answer

The process of creating television commercials, print ads, and retail coupons are examples of encoding.

Correct AnswerverifiedShow Answer

Brand parity is the:

Correct AnswerverifiedShow Answer

John is watching a baseball game and accesses the internet to look up stats for one of the players. In terms of integration of media platforms this illustrates:

Correct AnswerverifiedShow Answer

Susan researched the internet for information about the best brands of stereos. She has also visited the Best Buy retail store. This is an example of retailers having more channel power.

Correct AnswerverifiedShow Answer

When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place.

Correct AnswerverifiedShow Answer

Shantell just posted a picture of herself on the beach in Florida to Facebook. She immediately sent a text to her dad and sister to check it out. In terms of integration of media platforms this illustrates:

Correct AnswerverifiedShow Answer

Define integrated marketing communications. What makes it different from traditional promotion programs?

Correct AnswerverifiedIMC is the coordination and integration ...View AnswerShow Answer

The two types of buyer behaviors that the marketing team must understand are business-to-business behaviors and:

Correct AnswerverifiedC

Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.

Correct AnswerverifiedShow Answer

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Correct AnswerverifiedShow Answer

All of the following are examples of communication noise except:

Correct AnswerverifiedShow Answer

A contact point is:

Correct AnswerverifiedD

All of the following are trends impacting the use of integrated advertising and marketing communications except:

Correct AnswerverifiedShow Answer

Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step in the IMC planning process?

Correct AnswerverifiedShow Answer

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are perceived to be of equal quality.

Correct AnswerverifiedShow Answer

Consumer promotions include incentives, vendor support programs, and other fees and discounts that help the manufacturer push the product through the channel.

Correct AnswerverifiedShow Answer

An example of standardization is:

Correct AnswerverifiedShow Answer

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IMC is the coordination and integration ...
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C

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D

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