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Exam 16: Integrated Marketing Communications

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Question 61

Multiple Choice

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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:

A) telemarketing.
B) direct mail.
C) e-mail.
D) social media.
E) all of these.

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verified

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Question 62

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__________ refers to the process by which the receiver interprets the sender's message.

A) Decoding
B) Stealth marketing
C) Precoding
D) Encoding
E) Tracking

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Question 63

Multiple Choice

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Which of the following is NOT a communication channel used in the IMC process?

One of the newest IMC efforts is the use of corporate blogs.Why do businesses use them?

If there is a difference between the message that is sent and the message that is received,it is probably due to noise.

The sender of an IMC message hopes the receiver is:

In the IMC communication process,the __________ encodes the marketing communication message.

Gerald knows which IMC communication channels are available and knows how he will measure the results of his IMC efforts.To implement his IMC efforts,Gerald also needs to:

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

Ryan is debating how to allocate the IMC budget for his new ski equipment store.He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions.He should also consider that,compared to other IMC alternatives,personal selling is:

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.

The IMC communication process begins with __________,who must be clearly identified.

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?

Betty is assessing the effectiveness of her firm's marketing communications.She knows the ultimate goal is to:

Most manufacturers and retailers worry constantly about whether or not their IMC efforts are paying off.They assess various forms of __________ to determine what is working and what is not.

Competitive parity,percentage-of-sales,and available budget are types of ________________________ IMC budgeting.

Integrated marketing communications include all of the following except:

Provide an example of a firm delivering the right message to the right audience through the right media.

Most small retail businesses use rule-of-thumb IMC budgeting methods.What methods are they likely to use and what are the limitations associated with each method?

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?