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Exam 18: Integrated Marketing Communications

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Question 51

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It is difficult,but not impossible,to integrate marketing communications across all platforms,including social media.

A) True
B) False

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Question 52

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There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits.

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B) False

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Question 53

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

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

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

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

In the movie Field of Dreams,one of the memorable phrases is,"If you build it,he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers,they need to

Carlos owns a chain of retail electronic stores.He is evaluating how he allocates his firm's IMC budget.He receives offers from a variety of advertising media,spends money on his firm's public relations efforts,and is considering electronic media alternatives.Carl must recognize that each IMC alternative

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.

George wants to increase the number of visits to his insurance firm's website,which specializes in rental insurance for college students.George decides to target Internet browsers who use the terms apartment,insurance,and student.Which of the following will be most helpful to George?

To estimate reach in terms of electronic media,marketers can use the click-through rate (CTR) .To do so,they need to know the number of clicks and

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

Jim was asked to determine the ROI for a particular advertising effort.To do so,he needs to know

When using the rule-of-thumb method for IMC budgeting,prior sales and communication activities are used for guidance.

A __________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Integrated marketing communications include all of the following except

In the AIDA model,the think stage is the __________ stage.

Which of the following is most effective in building brand image,listing details about retail locations and educating customers about products and services?

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

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations,and has contributed to the rapid growth in