question

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

answer

True

question

Marketers anticipate that advertising on digital and social media will remain relatively stable in the next few years, as this will integrate marketing communications

answer

False

question

Integrated marketing communications (IMC) represents the product of the four Ps

answer

False

question

As the number of communication media has increased, the task of understanding how best to reach target customers has become easier

answer

False

question

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

answer

True

question

Though a picture may be worth 1000 words, the most important facet of encoding is not what is received but what is sent

answer

False

question

In the communication process of marketing communications, the marketing department often functions in the role of transmitter

answer

True

question

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

answer

True

question

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

answer

False

question

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

answer

True

question

Even the best marketing communication can be wasted in the sender does not gain the attention of the customer

answer

True

question

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from I want it to I like it

answer

False

question

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

answer

False

question

Betty is assessing the effect of her firm's marketing communications. She should remember that the ultimate goal is to drive the receiver to action

answer

True

question

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect

answer

False

question

Public relations is the component of IMC that has received the greatest increase in aggregate spending

answer

False

question

Mobile marketing involved marketing to consumers through wireless devices such as mobile phones

answer

True

question

The cost of communicating directly with a potential customer is low compared with other firms of promotion

answer

False

question

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

answer

True

question

Twitter is a form of blogging and is increasingly used to reach current or potential customers

answer

True

question

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

answer

False

question

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

answer

True

question

It may take several exposures to marketing communications before consumers are moved to buy

answer

True

question

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

answer

False

question

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

answer

False

question

Frequency describes the percentage of the target population exposed to a specific marketing communication, such as advertisement, within a specified period of time

answer

True

question

The basic goal of integrated marketing communications is to

answer

communicate the value proposition to the target market

question

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

answer

consumers are unlikely to buy products they are not aware of

question

Integrated marketing communications represents the ______ P is the four Ps of a firms marketing mix

answer

promotion

question

Integrated marketing communications include all of the following except

answer

supply chain management

question

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget...

answer

is part of a whole

question

The three elements of any IMC strategy are the consumer, the channels, and

answer

evaluation of the results

question

As the number of communication media has increased, the task of understanding how best to reach the target customers has

answer

become more complex

question

The IMC communication process includes all of the following except

answer

evaluation

question

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

answer

the sender

question

In the IMC communication process, the ______ encodes the marketing communication message

answer

transmitter

question

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

answer

Encoding

question

In integrated marketing communications, encoding involves

answer

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

question

Though a picture may be worth a thousand words, the most important facet of encoding is

answer

not what is sent but what is received

question

In the IMC communication process, the _______ is the medium that carries the message

answer

communication channel

question

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

answer

supply chain

question

The right communication channel to use in IMC is

answer

the one that will connect to the desired recipients

question

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

answer

receiver

question

The sender of an IMC message hopes the receivers are

answer

the people for whom the message was originally intended

question

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

answer

decoding

question

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble _________ the IMC message

answer

decoding

question

____________ is any interference in the IMC process

answer

Noise

question

In the IMC process noise can occur as a result of lack of message clarify, a poor choice of medium or

answer

competing messages

question

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with

answer

a poor choice of medium

question

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

answer

a flaw in the medium

question

The ________ loop allows the receiver to communicate with the sender in the IMC process

answer

feedback

question

Most manufacturing and retailing marketers worry constantly about whether their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not

answer

feedback

question

Sales data, complaints, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of IMC efforts

answer

feedback

question

Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following except____ to provide feedback for her efforts

answer

the channel

question

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

answer

each receiver decodes IMC messages in his or her own way

question

The sender of an integrated marketing communication

answer

has little control over what meaning any individual receiver will take from the message

question

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

answer

a consumer's purchase

question

Julia is driving down Interstate 95 on her way from New England to Florida...

answer

the lagged effect

question

Which of the following is not one of the steps in the AIDA model

answer

intention

question

In simple terms, the AIDA model is also known as the_________ model

answer

think feel do

question

In the AIDA model, awareness leads to

answer

interest, which hopefully leads to desire and then action

question

In the AIDA model, the think stage is the ______ stage

answer

awareness

question

_____________ refers to a potential customer's ability to recall that the brand name is a particular retailer, product, or service

answer

brand awareness

question

Even the best marketing communication can be wasted if the sender does not first

answer

gain the attention of the customer

question

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said " I recognize that one". Marketers call his

answer

aided recall

question

In the AIDA model, the do stage is the _________ stage

answer

action

question

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service

answer

top-of-mind awareness

question

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

answer

increase the level of interest among consumers

question

In he movie Field of Dreams, one of the memorable phrases is " If you build it he will come"

answer

create interest among consumers, persuading them to investigate further

question

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with " ask your doctor about (our medicine)

answer

stimulate interest, persuading consumers to investigate further

question

Once the market communication has captured the interest of its target market, the goal of subsequent IMC messages should be to more the consumer from

answer

I like it to I want it

question

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

answer

drive the receiver to action

question

If marketing communications are effective they will

answer

result in purchases by some consumers receiving the communications

question

One of the difficulties in measuring the effectiveness of IMC efforts is the ____________ when consumers do not act immediately after receiving a marketing communication

answer

lagged effect

question

Reaching the right audience with marketing communications is becoming more and more difficult because

answer

the media environment has become more complicated

question

When comparing the various communication channels available to marketing professionals, it becomes apparent that

answer

no single channel is better than another channel

question

The goal of any marketing communication is to

answer

get the right audience through the right media

question

From a consumer's perspective, all of the following are interactive elements of an IMC strategy except

answer

public relations

question

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

answer

advertising to direct marketing and website development

question

Compared to other IMC alternatives, advertising is extremely effective for

answer

creating awarenss and generating interest in a product

question

One difficulty associated with using advertising as a part of a marketer's IMC efforts is

answer

breaking through the clutter of other messages targeted for the same audience

question

Which statement best describes personal selling

answer

it is the two-way flow of communication between a buyer and a seller

question

personal selling is especially important part of IMC in

answer

B2B

question

Ryan is debating how to allocate the IMC budget for his new ski equipment store....

answer

expensive

question

Sales promotions include all of the following except

answer

online ads

question

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

answer

it allows for personalization of the message

question

In recent years, the component of IMC that has received the greatest increase in spending is

answer

direct marketing

question

Brenda wants to reduce mass media IMC and to increase the personalized marketing communication methods

answer

direct marketing

question

Cora will be a bridesmaid next summer...

answer

direct marketing

question

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

answer

direct marketing

question

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

answer

increased use of credit and debit cards and online shopping by consumers

question

When purchasing books on Amazon.com

answer

direct marketing

question

Public relations is the component of IMC that

answer

supports other promotional efforts by generating free media attention

question

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

answer

corporate website

question

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

answer

corporate blog

question

Firms can use_____ to bring customers together to share experiences around products

answer

social media

question

The goals of IMC need to

answer

be explicit and measurable

question

Naomi is IMC manager for a chain of regional income tax providers....

answer

increasing inquiries, awareness, and trial of her firm's services

question

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

answer

increasing market share, sales, and customer loyalty

question

Julie is developing a budget for her firms IMC program

answer

objective and task

question

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

answer

rule of thumb

question

When using the objective-and task method of IMC budgeting for multiple products and services, how often must the process be repeated

answer

once foreach individual product or service

question

Yolanda asked her firm's advertising agency to estimate how many consumers saw her IMC message

answer

frequency and reach

question

When Yolanda asked her firms advertising agency to estimate

answer

160

question

To estimate reach in terms of electronic media, marketers can use CTR

answer

number of impressions

question

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

answer

sales revenue and advertising cost

question

An ad for a Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad six would be the _____________ of this telecast

answer

frequency

question

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand this is known as

answer

aided recall

question

If you send an email and include a link you can track how many people took that desired action

answer

click through rate

question

George wants to increase the number of visits to his insurance firm's websites

answer

Google AdWords

question

Which of the following is being used by a store owner who sends out a text message to all of his preferred customers

answer

mobile marketing

question

The salvation army runs a campaign over the Christmas holidays called Mobile Bell Ringer...

answer

mobile marketing

question

Red Bull sends out student brand managers to distribute free samples to their peers...

answer

sales promotion

question

Charming charlies, a fashion accessory retailer uses smart phone app

answer

mobile marketing

question

Which of the following is lease likely to have an interactive IMC strategy

answer

direct marketing via catalog

question

A firm that places emphasis on developing and maintaining positive relationships with media is focusing on an ___________ strategy

answer

public relations

question

As firms become more and more sophisticated in their communication efforts, the trend toward company blogs become more

answer

interactive

question

Apples famous Big brother ad aired

answer

one

question

A measure termed ________ describes how useful an add message is to the consumer doing the research

answer

relevance

question

A firm's marketing communication strategy is formulated specifically to

answer

communicate the value of its product

question

in a television commercial for Chiobani Greek yogurt, Chiobani plays which role

answer

sender

question

The manufacturer of Beats by Dr. Dre

answer

the message was not received by its intended audience

question

Lars wants to purchase a gift for a colleague

answer

brand awareness

question

The individual elements of an IMC strategy can be viewed on two axes___ from the consumers perspective and __________

answer

passive and interactive, offline and online

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