Question 1

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

Accepted Answer

A)   sales promotions.
B)   advertising.
C)   public relations.
D)   price reductions.
E)   direct marketing.

Question 2

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) ." In addition to creating awareness about their drugs,the companies are most likely hoping to

Accepted Answer

A)   reduce deceptive advertising.
B)   signal encoding symbols to simplify the feedback loop.
C)   offer objective-and-task marketing communications.
D)   stimulate interest,persuading consumers to investigate further.
E)   promote public interest social responsibility communications.

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased ..." This is an example of

Accepted Answer

A)   mass media advertising.
B)   publicity.
C)   public relations.
D)   sales promotions.
E)   direct marketing.

Question 8

Sales promotions include all of the following except

Accepted Answer

A)   coupons.
B)   rebates.
C)   online ads.
D)   point-of-purchase displays.
E)   free samples.

Question 9

The basic goal of integrated marketing communications is to

Accepted Answer

A)   communicate the value proposition to the target market.
B)   create desire.
C)   manipulate consumers.
D)   outspend competitors.
E)   tell the world about your company.

Question 10

Explain how a company can use search engine marketing.

Accepted Answer

A company can use Google AdWords,a searc...

Question 11

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Accepted Answer

She is usi...

Question 12

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

Accepted Answer

A)   instructor
B)   sender
C)   transmitter
D)   communication channel
E)   receiver

Question 13

Integrated marketing communications include all of the following except

Accepted Answer

A)   personal selling.
B)   advertising.
C)   public relations.
D)   supply chain management.
E)   direct marketing.

Question 14

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Accepted Answer

A)   mobile marketing
B)   social marketing
C)   personal selling
D)   sales promotions
E)   advertising

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Accepted Answer

A)   pricing
B)   product
C)   promotion
D)   place
E)   partnering

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)   "I want it" to "I like it."
B)   action to desire.
C)   "I like it" to "I want it."
D)   interest to awareness.
E)   feeling to thinking.

Question 19

The goal of any marketing communication is to

Accepted Answer

A)   maximize personal selling.
B)   increase public relations click-through rates.
C)   overwhelm negative publicity with commercial speech.
D)   replace cause-related marketing with non-cause-related marketing.
E)   get the right message to the right audience through the right media.

Question 20

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

Accepted Answer

A)   it is hard to break through the clutter of other messages targeted for the same audience.
B)   it is more expensive than personal selling.
C)   it works only when communicating to the most uninformed consumers.
D)   government regulations have significantly decreased allowable advertising frequencies.
E)   it is considered old-fashioned by many younger consumers.

Exam 18: Integrated Marketing Communications

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Correct Answer
verified
She is usi...
View Answer

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Correct Answer
verified

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased ..." This is an example of

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

The goal of any marketing communication is to

Correct Answer
verified

Explain how a company can use search engine marketing.

Correct Answer
verified
A company can use Google AdWords,a searc...
View Answer

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

Correct Answer
verified

Sales promotions include all of the following except

Correct Answer
verified

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Correct Answer
verified

The basic goal of integrated marketing communications is to

Correct Answer
verified

Integrated marketing communications include all of the following except

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 18: Integrated Marketing Communications

Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?

Correct AnswerverifiedShe is usi...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Correct AnswerverifiedShow Answer

When purchasing books on Amazon.com,customers are shown other books and a message saying "Customers who purchased (your book) also purchased ..." This is an example of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The goal of any marketing communication is to

Correct AnswerverifiedShow Answer

Explain how a company can use search engine marketing.

Correct AnswerverifiedA company can use Google AdWords,a searc...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Sales promotions include all of the following except

Correct AnswerverifiedShow Answer

Integrated marketing communications represents the __________ element in the four Ps of a firm's marketing mix.

Correct AnswerverifiedShow Answer

The basic goal of integrated marketing communications is to

Correct AnswerverifiedShow Answer

Integrated marketing communications include all of the following except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
She is usi...
View Answer

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A company can use Google AdWords,a searc...
View Answer

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