Question 1

Personal selling is an especially important part of IMC in

Accepted Answer

A)  business-to-business settings.
B)  online marketing.
C)  business-to-consumer settings.
D)  direct marketing.
E)  passive advertising.F) C) and D)
G) A) and D)

Question 2

In simple terms, the AIDA model is also known as the ________ model.

Accepted Answer

A)  intention, action, interest
B)  stop, look, listen
C)  want, need, desire
D)  inform, persuade, act
E)  think, feel, doF) A) and B)
G) A) and C)

Question 3

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

Question 4

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 E)

Question 5

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

Accepted Answer

A)  the primacy effect.
B)  aided recall.
C)  top-of-mind awareness.
D)  category dominance.
E)  elevated awareness.F) All of the above
G) A) and E)

Question 6

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Accepted Answer

The GRP is equal to reach time...

Question 7

List the steps in the AIDA model and explain why each step is important to marketers.

Accepted Answer

Awareness-in this step, marketers are lo...

Question 8

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Accepted Answer

A)  sender
B)  transmitter
C)  encoder
D)  channel
E)  receiverF) A) and E)
G) A) and C)

Question 9

The communication channel used in IMC must

Accepted Answer

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

Question 10

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

Accepted Answer

A)  aided recall.
B)  unaided recall.
C)  top-of-mind awareness.
D)  brand preference.
E)  brand indifference.F) C) and D)
G) B) and E)

Question 11

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) B) and E)
G) B) and C)

Question 12

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) A) and B)
G) A) and D)

Question 13

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.

Accepted Answer

A)  corporate blog
B)  faxed newsletter
C)  Super Bowl ad
D)  full-page ad in selected newspapers
E)  public relations campaignF) A) and D)
G) A) and C)

Question 14

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

Accepted Answer

A) True 
 B)False

Question 15

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi...

Question 16

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

Accepted Answer

A)  social media
B)  blogs
C)  websites
D)  Facetime
E)  the InternetF) All of the above
G) B) and E)

Question 17

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Accepted Answer

A) True 
 B)False

Question 18

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

Accepted Answer

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

Question 19

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) A) and E)
G) A) and C)

Question 20

Company X allocated a large budget for web-based communication to promote its products. To determine the effectiveness of these communications, it should use ________ to measure how much time viewers spend on particular web pages, the number of pages they view, how many times users click banner ads, which website they came from, and so on.

Accepted Answer

A)  gross rating points
B)  web-tracking software
C)  Google AdWords
D)  social media analytics
E)  Internet mediaF) B) and E)
G) B) and D)

Exam 17: Integrated Marketing Communications

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

Compare and contrast mobile marketing with online marketing.

Correct Answer
verified
Both mobile marketing and online marketi...
View Answer

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

Correct Answer
verified

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

Correct Answer
verified

Personal selling is an especially important part of IMC in

Correct Answer
verified

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

Correct Answer
verified

The communication channel used in IMC must

Correct Answer
verified

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Correct Answer
verified

List the steps in the AIDA model and explain why each step is important to marketers.

Correct Answer
verified
Awareness-in this step, marketers are lo...
View Answer

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

Correct Answer
verified

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

Correct Answer
verified

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Correct Answer
verified
The GRP is equal to reach time...
View Answer

In integrated marketing communications, encoding involves

Correct Answer
verified

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

Correct Answer
verified

In simple terms, the AIDA model is also known as the ________ model.

Correct Answer
verified

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

Correct Answer
verified

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

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.

Correct Answer
verified

The goals of IMC need to

Correct Answer
verified

Exam 17: Integrated Marketing Communications

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

Compare and contrast mobile marketing with online marketing.

Correct AnswerverifiedBoth mobile marketing and online marketi...View AnswerShow Answer

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

Correct AnswerverifiedShow Answer

When asked which brand of jeans Michael preferred, he immediately answered Levi's. This level of preference and recall of a brand is called

Correct AnswerverifiedShow Answer

Personal selling is an especially important part of IMC in

Correct AnswerverifiedShow Answer

A company wanted to find out how often its audience was exposed to its marketing message over the previous year. The company was measuring frequency of exposure.

Correct AnswerverifiedShow Answer

The communication channel used in IMC must

Correct AnswerverifiedShow Answer

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

Correct AnswerverifiedShow Answer

List the steps in the AIDA model and explain why each step is important to marketers.

Correct AnswerverifiedAwareness-in this step, marketers are lo...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The ________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

Correct AnswerverifiedShow Answer

If you were advertising your company's watches in Vogue and you had five ads in the magazine, how would you calculate your gross rating points (GRP)?

Correct AnswerverifiedThe GRP is equal to reach time...View AnswerShow Answer

In integrated marketing communications, encoding involves

Correct AnswerverifiedShow Answer

Sasha could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

Correct AnswerverifiedShow Answer

In simple terms, the AIDA model is also known as the ________ model.

Correct AnswerverifiedShow Answer

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

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

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.

Correct AnswerverifiedShow Answer

The goals of IMC need to

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Both mobile marketing and online marketi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Awareness-in this step, marketers are lo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The GRP is equal to reach time...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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