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Exam 17: Integrated Marketing Communications

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Question 61

Multiple Choice

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

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.

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Question 62

Multiple Choice

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Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

A) effective branding requires marketers to encode messages identically for each market.
B) each receiver decodes IMC messages in his or her own way.
C) action is taken before desire and interest are determined.
D) marketers can almost always use the same message for all audiences.
E) messages are decoded in the manner intended by the encoder.

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Question 63

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What are the individual elements of integrated marketing communications, and how does each contribute to an IMC campaign?

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

Explain how a company can use search engine marketing.

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of

There is an old advertising adage, "I know I'm wasting half of my advertising budget. I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

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

Integrated marketing communications include all of the following EXCEPT

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.

Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.

In the AIDA model, the do 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?

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________.

When 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, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

Personal selling can only be successful through the use of print, newspapers, and radio.

Which of the following is NOT one of the steps in the AIDA model?

Darrell saw a review of the new Love CD produced in collaboration with Cirque du Soleil and has decided he has to have it. At what stage in the AIDA model is Darrell?

The basic goal of integrated marketing communications is to

The sender of an IMC message hopes the receivers are