question

investigative spider-webbing.

answer

John is watching a baseball game and accesses the internet to look up stats for one of the players. In terms of integration of media platforms this illustrates:

question

Evaluations

answer

________________ generate(s) valuable information to alter campaigns before they are commercially introduced and after they have already run.

question

Communication

answer

_____________________________ involves transmitting, receiving, and processing information.

question

Developing marketing strategies

answer

Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step in the IMC planning process?

question

GIMC

answer

Instead of IMC, international programs are called __________.

question

what products and brands are placed on stores shelves

answer

Because retailers control shelf purchase and have access to purchase data, retailers determine:

question

Decoding

answer

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

question

social networks and blogs

answer

The term "alternative marketing" includes all of the following except

question

Sender

answer

In the communications model, a(n) _________________ will try to capture the customer's attention.

question

Honda and Toyota

answer

When Sean shops for an automobile, which are the senders in the communication process?

question

advertising agencies

answer

The increasing emphasis on advertising accountability and measurable results has been driven by all of the following factors EXCEPT _______________.

question

Decoding

answer

________________________ occur(s) when the message reaches one or more of the receiver's senses.

question

the company seeking to sell a product.

answer

In terms of a communications model, the sender is:

question

consumer promotions.

answer

Promotions that are oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers are:

question

trade promotions

answer

Promotions that help the manufacturer push the product through the channel are:

question

explosion of digital media.

answer

Kraft Foods has cut traditional advertising dollars and shifted the money to digital media. This illustrates the emerging trend of:

question

economic conditions.

answer

The foundation of an IMC program consists of a careful review of all of the following except:

question

marketing mix

answer

A strategic marketing plan coordinates every component of the _________ in order to achieve harmony in the messages and promotions relayed to customers and others.

question

Decoding

answer

When a message is being heard or seen by a consumer, what is taking place?

question

Starting

answer

The marketing mix of price, product, distribution, and promotions provides the ___________ point for the IMC framework.

question

Brand parity

answer

________________ reflects shoppers selecting from a group of brands rather than one specific brand

question

emphasis on push marketing strategies.

answer

Current trends affecting marketing communications include all of the following except:

question

a place where consumers interact with a company

answer

A contact point is:

question

Facebook

answer

The leading social media platform currently is:

question

integrated marketing communications

answer

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

question

Noise

answer

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

question

Global

answer

The competitive environment is now more:

question

increases in perceptions of brand power.

answer

All of the following are trends impacting the use of integrated advertising and marketing communications except:

question

product design.

answer

Traditionally, promotions included all of the following except:

question

A customer complaint

answer

Which is an example of feedback in a marketing channel?

question

Cues

answer

Encoding is forming verbal and nonverbal ___________.

question

Financial pressures

answer

__________________ has/have caused the company leaders who hire advertising agencies to conclude that they cannot pay out unlimited dollars for marketing programs.

question

key target markets.

answer

In the IMC planning process, marketing objectives are paired with an understanding of:

question

Standardization

answer

________________________ means a company features a uniform product and message across countries.

question

Reciever

answer

The person reading a magazine advertisement plays which role in the communications model?

question

sells superior products

answer

To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it:

question

brand parity

answer

Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of:

question

Brand Parity

answer

________________ reflects shoppers selecting from a group of brands rather than one specific brand.

question

Promotion

answer

In the marketing mix, where does integrated marketing communications belong?

question

International

answer

By developing one strong theme and then adapting that theme to individual countries, the firm conveys a message that integrates _____________ operations into a more coherent marketing package.

question

accountability.

answer

Marketing account executives are facing increasing pressures related to:

question

contact points.

answer

A brand's website, store display, and advertisements are examples of:

question

digital and alternative communication venues.

answer

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

question

Integrated marketing communications

answer

_____________________________is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders.

question

Learn from eachother

answer

Even when a firm uses the adaptation strategy, marketers from various countries ________________.

question

a friend who recommends a brand.

answer

All of the following are examples of customer contact points except:

question

content grazing.

answer

In terms of integration of media platforms, looking at two or more screens simultaneously to access content that is not related is:

question

Tangible

answer

Company leaders expect advertising agencies to produce _____________ outcomes.

question

Public Relations

answer

In order to have the greatest impact, the marketing team may often use ________________ tactics to give sponsorship programs a boost

question

Clutter

answer

While browsing the internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of:

question

social networks and blogs.

answer

The term "alternative marketing" includes all of the following except:

question

To consumers

answer

Many marketing experts feel the advancement of the internet and information technology has caused a shift in channel power:

question

competitors' advertising.

answer

Integrated marketing communications affects all of the following except:

question

increase in channel power by manufacturers

answer

All of the following are trends impacting the use of integrated advertising and marketing communications except:

question

transmission devices

answer

In the communication process, the items that carry the message from the sender to the receiver are:

question

Public Relations

answer

Trade promotions do not include __________________________.

question

internet

answer

Traditional media channels include all of the following except:

question

accountability

answer

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:

question

content grazing.

answer

In terms of integration of media platforms, focusing on completing a task such as looking up a retail store online then using a mobile app to locate the store while driving to it is:

question

creating experiences with a brand

answer

Digital marketing is distinguished from traditional marketing by its emphasis on _______________.

question

a sales pitch recited by a salesperson.

answer

In terms of the communication process, encoding is:

question

receivers.

answer

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a communications model, these individuals are:

question

examining an advertisement in a magazine.

answer

All of the following are examples of communication noise except:

question

price, availability, promotions or other criteria.

answer

When brand parity exists, consumers base purchases on:

question

background

answer

Advertising theories form the theoretical ____________________ used to design advertisements.

question

development of an overall strategic communication plan

answer

An account executive's duties include:

question

brand manager

answer

The individual who is responsible for a specific brand or line of products is the:

question

brand manager

answer

Of the following, the individual that works for the company that produces the product is a(n):

question

brand manager

answer

The individual in charge of Tide, Bold, and Cheer laundry detergents at Procter & Gamble would be the:

question

Creatives

answer

The individuals who develop the actual advertisements for promotional campaigns are called:

question

develop advertisements and campaigns

answer

A creative's main responsibility is to:

question

creative

answer

Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a(n):

question

the company seeking to sell a product

answer

In terms of a communications model, the sender is:

question

Encoding

answer

In terms of the communication process, a creative preparing an ad is most likely going to be involved in:

question

a sales pitch recited by a salesperson

answer

In terms of communication, encoding is:

question

transmission device

answer

A consumer sees a billboard while driving. The billboard is a:

question

making it compatible with the off-line marketing program

answer

The key to using social media successfully is:

question

Julie is a sender and Michael is a receiver

answer

Julie is explaining an integrated marketing communications program to Michael. In this situation:

question

promotion

answer

In the marketing mix, where does integrated marketing communications belong?

question

promotions

answer

The marketing mix consists of the product, the price, distribution and:

question

consumer buyer behaviors

answer

The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

question

emphasis on pull marketing strategies

answer

Current trends affecting marketing communications include the following, except:

question

create experiences with a brand and not just simply purchases

answer

Alternative interactive marketing techniques are designed to:

question

A new partnership among account executives, brand managers, account planners, and creatives has emerged.

answer

In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?

question

increases in perceptions of brand equity

answer

All of the following are trends impacting the use of integrated advertising and marketing communications except:

question

increase in channel power by manufacturers

answer

All of the following are trends impacting the use of integrated advertising and marketing communications except:

question

applying information technology

answer

The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of:

question

a power shift to the consumer

answer

Buying online from Amazon.com rather than a record or book store is an example of:

question

global

answer

The competitive environment is now more:

question

a partnership between the retailer and manufacturer

answer

In terms of manufacturers and retailers, to build a strong customer base the best approach is:

question

marketing programs focus more on individuals and micro-segments

answer

Increased usage of micro-marketing means:

question

is declining in effectiveness

answer

Mass-media television advertising:

question

micro-marketing

answer

The decline in effectiveness of mass-media advertising has led marketers to shift efforts to:

question

Globally Integrated Marketing Communications

answer

GIMC stands for:

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