Question 1

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and

Accepted Answer

A)   supply chain effectiveness.
B)   enhanced decoding processes.
C)   a consumer's purchase.
D)   the level of noise in the IMC channel.
E)   the reach / frequency ratio.

Question 2

Compared to mass media advertising,a key advantage of direct marketing is

Accepted Answer

A)   it allows for personalization of the message.
B)   it reaches a larger audience.
C)   it involves face-to-face contact.
D)   it uses the rule-of-thumb budgeting method.
E)   it is used almost exclusively for B2B marketing.

Question 3

Compare and contrast mobile marketing with online marketing.

Accepted Answer

Both mobile marketing and online marketi...

Question 4

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

Accepted Answer

A)   awareness
B)   action
C)   interest
D)   desire
E)   intentions

Question 5

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

Accepted Answer

Answers will vary,but should focus on co...

Question 6

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Accepted Answer

A)   reduced government regulation of deceptive advertising practices.
B)   expanded use of personal selling.
C)   a shift from objective-and-task to rule-of-thumb budgeting.
D)   increased use of credit and debit cards,and online shopping by consumers.
E)   the reduction in IMC noise,allowing for a decreased lagged effect.

Question 7

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.

Question 8

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 9

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?

Accepted Answer

He is in t...

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Accepted Answer

A)   generate consumer action.
B)   increase the level of interest among consumers.
C)   determine the level of desire needed to sustain action.
D)   gain the attention of the consumer.
E)   create intentions to purchase the product.

Question 12

In the AIDA model,awareness leads to

Accepted Answer

A)   intention,which hopefully leads to desire and then action.
B)   integration,which hopefully leads to desire and then action.
C)   interest,which hopefully leads to desire and then action.
D)   intention,which hopefully leads to desire and then attention.
E)   interest,which hopefully leads to determination and then action.

Question 13

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Accepted Answer

A)   reach and frequency
B)   track and decode
C)   objective-and-task
D)   rule-of-thumb
E)   sender-receiver

Question 14

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   easy.
B)   expensive.
C)   ineffective.
D)   overrated.
E)   simple.

Question 16

What are the four mental stages in the AIDA model?

Accepted Answer

Awareness,...

Question 17

Personal selling is an especially important part of IMC in

Accepted Answer

A)   business-to-business markets.
B)   cause-related marketing.
C)   event sponsorships.
D)   stealth marketing.
E)   web tracking.

Question 18

Encoding means converting the sender's ideas into a message,which could be verbal,visual,or both.

Accepted Answer

A) True 
 B)False

Question 19

Firms can use __________ to bring customers together to share experiences around the products.

Accepted Answer

A)   surveys
B)   social media
C)   consumer outlets
D)   brand associations
E)   public relations

Question 20

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Accepted Answer

A) True 
 B)False

Exam 18: Integrated Marketing Communications

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

Correct AnswerverifiedShow Answer

What are the four mental stages in the AIDA model?

Correct AnswerverifiedAwareness,...View AnswerShow Answer

Encoding means converting the sender's ideas into a message,which could be verbal,visual,or both.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Gross rating points (GRP)measure how often the audience is exposed to a communication within a specified period of time.

Correct AnswerverifiedShow Answer

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

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

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

Correct AnswerverifiedAnswers will vary,but should focus on co...View AnswerShow Answer

In the AIDA model,awareness leads to

Correct AnswerverifiedShow Answer

Though advertising experts wish it were true,there is not always a direct link between a particular marketing communication and

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedHe is in t...View AnswerShow Answer

Firms can use __________ to bring customers together to share experiences around the products.

Correct AnswerverifiedShow Answer

Compare and contrast mobile marketing with online marketing.

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

Compared to mass media advertising,a key advantage of direct marketing is

Correct AnswerverifiedShow Answer

Because the goals of IMC are only part of the overall promotional plan,they do not need to be explicit or measurable.

Correct AnswerverifiedShow Answer

Personal selling is an especially important part of IMC in

Correct AnswerverifiedShow Answer

After creating awareness that the firm's products or services exist,the next goal of integrated marketing communications is to

Correct AnswerverifiedShow Answer

A major factor contributing to the growth in the use of direct marketing IMC efforts is

Correct AnswerverifiedShow Answer

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Correct AnswerverifiedShow 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

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Awareness,...
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The GRP is equal to reach time...
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Answers will vary,but should focus on co...
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He is in t...
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Both mobile marketing and online marketi...
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