Question 1

National manufacturers and retailers often pay a service provider to monitor television ads around the country,to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Accepted Answer

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

Question 2

In the IMC communication process,the __________ is the person who reads,hears,or sees and processes the message being communicated.

Accepted Answer

A)   medium
B)   sender
C)   transmitter
D)   communication channel
E)   receiverF) All of the above
G) A) and C)

Question 3

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

Accepted Answer

A)   the click-through rate.
B)   impressions.
C)   frequency.
D)   gross rating points.
E)   reach.F) A) and E)
G) C) and D)

Question 4

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

Accepted Answer

A)   shifted from creating a value proposition to revising a value proposition.
B)   increased the use of rule-of-thumb targeting.
C)   become easier.
D)   focused on reducing communication noise.
E)   become more complex.F) A) and B)
G) A) and C)

Question 5

Which of the following is true of competitive parity?

Accepted Answer

A)   It assumes the same percentage used in the past, or by competitors, is still appropriate for the firm.
B)   It does not take into account new plans (e.g., to introduce a new line of products in the current year) .
C)   It does not allow firms to exploit the unique opportunities or problems they confront in a market.
D)   It assumes communication expenses do not stimulate sales and profit.
E)   If all competitors use this method to set communication budgets, their market shares will stay increase over time.F) A) and E)
G) All of the above

Question 6

Why should a marketer try to measure the success of a communications effort?

Accepted Answer

Responses should anticipate issues about...

Question 7

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) C) and D)
G) B) and D)

Question 8

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...

Question 9

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Accepted Answer

A)   expanding customer loyalty by closing the feedback loop.
B)   increasing market share, sales, and customer loyalty.
C)   increasing inquiries, awareness, and trial of her firm's services.
D)   shifting customers to rule-of-thumb budgeting.
E)   increasing the lagged effect.F) A) and B)
G) A) and C)

Question 10

All of the following are interactive elements of an IMC strategy except

Accepted Answer

A)   personal selling.
B)   consumer contests.
C)   mobile marketing.
D)   public relations.
E)   online marketing.F) A) and E)
G) D) and E)

Question 11

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message.Yolanda is asking for __________ data.

Accepted Answer

A)   parity and affordability
B)   sales and promotion
C)   attitude change
D)   rule-of-thumb
E)   frequency and reachF) A) and D)
G) B) and D)

Question 12

In the communication process of marketing communications,the marketing department often functions in the role of transmitter.

Accepted Answer

A) True 
 B)False

Question 13

What is the major advantage of direct marketing over advertising?

Accepted Answer

Direct marketing allows for personalization of the message transmitted to consumers.

Question 14

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased [your book] also purchased ..." This is an example of

Accepted Answer

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

Question 15

The message originates from the transmitter,who must be clearly identified to the intended audience.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)   decoding
B)   transmitting
C)   precoding
D)   encoding
E)   trackingF) C) and E)
G) D) and E) A

Question 17

The right communication channel to use in IMC is

Accepted Answer

A)   the traditional channel used in that particular retail sector.
B)   network advertising, local newspapers, and regional radio stations.
C)   the one that will connect to the desired recipients.
D)   the one with the best encoding capabilities.
E)   the one that maximizes decoding difficulty.F) C) and D)
G) B) and E)

Question 18

Integrated marketing communications include all of the following except

Accepted Answer

A)   advertising.
B)   supply chain management.
C)   direct marketing.
D)   public relations.
E)   sales promotion.F) B) and D)
G) A) and C)

Question 19

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 20

The goal of any marketing communication is to

Accepted Answer

A)   maximize personal selling.
B)   increase public relations click-through rates.
C)   overwhelm negative publicity with commercial speech.
D)   replace cause-related marketing with non-cause-related marketing.
E)   get the right message to the right audience through the right media.F) A) and E)
G) C) and D)

Exam 18: Integrated Marketing Communications

National manufacturers and retailers often pay a service provider to monitor television ads around the country,to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Correct Answer
verified
D

In the IMC communication process,the __________ is the person who reads,hears,or sees and processes the message being communicated.

Correct Answer
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If you send an e-mail and include a link,you can track how many people took the desired action of clicking on the link.This is known as

Correct Answer
verified

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

Correct Answer
verified

Which of the following is true of competitive parity?

Correct Answer
verified

Why should a marketer try to measure the success of a communications effort?

Correct Answer
verified
Responses should anticipate issues about...
View 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 Answer
verified

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

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Correct Answer
verified

All of the following are interactive elements of an IMC strategy except

Correct Answer
verified

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message.Yolanda is asking for __________ data.

Correct Answer
verified

In the communication process of marketing communications,the marketing department often functions in the role of transmitter.

Correct Answer
verified

What is the major advantage of direct marketing over advertising?

Correct Answer
verified
Direct marketing allows for personalization of the message transmitted to consumers.

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased [your book] also purchased ..." This is an example of

Correct Answer
verified

The message originates from the transmitter,who must be clearly identified to the intended audience.

Correct Answer
verified

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

Correct Answer
verified
A

The right communication channel to use in IMC is

Correct Answer
verified

Integrated marketing communications include all of the following except

Correct Answer
verified

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 Answer
verified

The goal of any marketing communication is to

Correct Answer
verified

Exam 18: Integrated Marketing Communications

National manufacturers and retailers often pay a service provider to monitor television ads around the country,to ensure that their ads are shown in their entirety during the time frames that were purchased.This service provider is monitoring for IMC noise problems associated with

Correct AnswerverifiedD

In the IMC communication process,the __________ is the person who reads,hears,or sees and processes the message being communicated.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is true of competitive parity?

Correct AnswerverifiedShow Answer

Why should a marketer try to measure the success of a communications effort?

Correct AnswerverifiedResponses should anticipate issues about...View AnswerShow 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

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

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in

Correct AnswerverifiedShow Answer

All of the following are interactive elements of an IMC strategy except

Correct AnswerverifiedShow Answer

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message.Yolanda is asking for __________ data.

Correct AnswerverifiedShow Answer

In the communication process of marketing communications,the marketing department often functions in the role of transmitter.

Correct AnswerverifiedShow Answer

What is the major advantage of direct marketing over advertising?

Correct AnswerverifiedDirect marketing allows for personalization of the message transmitted to consumers.

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased [your book] also purchased ..." This is an example of

Correct AnswerverifiedShow Answer

The message originates from the transmitter,who must be clearly identified to the intended audience.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

The right communication channel to use in IMC is

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following except

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

The goal of any marketing communication is to

Correct AnswerverifiedShow Answer

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D

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Responses should anticipate issues about...
View Answer

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Sales promotions include coupons,contest...
View Answer

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Direct marketing allows for personalization of the message transmitted to consumers.

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A

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