Question 1

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget.What is this approach known as?

Accepted Answer

A)   inside-out 
B)   bottom-up 
C)   media-neutral 
D)   media-centric 
E)   goal-orientedF) A) and C)
G) A) and E)

Question 2

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Accepted Answer

A) True 
 B)False

Question 3

All marketing communications should be _____.

Accepted Answer

A)   directed to a particular target market 
B)   clearly positioned 
C)   created to achieve a specific objective 
D)   undertaken to accomplish the objective within budget constraint 
E)   All of these are correct.F) B) and E)
G) A) and E)

Question 4

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Accepted Answer

A) True 
 B)False

Question 5

Successful marketing communication requires building relationships between brands and their consumers/customers.

Accepted Answer

A) True 
 B)False  True

Question 6

The use of integrated marketing communications is restricted to the mass media.

Accepted Answer

A) True 
 B)False

Question 7

The word _____ refers to an object's force or speed of movement.

Accepted Answer

A)   drive 
B)   push 
C)   momentum 
D)   force 
E)   pullF) C) and E)
G) A) and D)

Question 8

Which of the following is central to the definition of marketing communications?

Accepted Answer

A)   All marketing mix variables, and not just promotion alone, can communicate with customers. 
B)   Marketing communications is intentional rather than unintentional. 
C)   Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior. 
D)   Communication tools should be handled as virtually separate practices. 
E)   Mass media advertising should receive consideration before other communication methods.F) B) and C)
G) A) and D) A

Question 9

One reason firms have not practiced integrated marketing communications is because outside suppliers,such as advertising agencies,public relations agencies,social media firms,and sales promotion agencies,have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.

Accepted Answer

A) True 
 B)False

Question 10

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Accepted Answer

A)   increasing demand for accountability 
B)   rapidly changing consumer tastes and preferences 
C)   changing economic conditions 
D)   increasing marcom expenses 
E)   less reliance on outside agencies to perform the marcom functionF) B) and E)
G) A) and C)

Question 11

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT a budgeting method?

Accepted Answer

A)   top-down budgeting (T
D)   
B)   bottom-up budgeting (BU)  
C)   top-down/bottom-up/top-down process (TDBUT
D)   
D)   bottom-up/top-down process (BUT
D)   
E)   top-down/bottom-up process (TDBU) F) C) and E)
G) B) and D)

Question 13

Which of the following is NOT a form of media advertising?

Accepted Answer

A)   television 
B)   radio 
C)   magazines 
D)   sales promotions 
E)   newspapersF) A) and E)
G) B) and C)

Question 14

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

Accepted Answer

A)   top-down 
B)   bottom-up 
C)   bottom-up/top-down 
D)   top-down/bottom-up 
E)   hierarchyF) A) and B)
G) All of the above

Question 15

Which of the following variables do companies use to identify potential target markets?

Accepted Answer

A)   demographics 
B)   lifestyles 
C)   product usage patterns 
D)   geographic considerations 
E)   All of these are correct.F) B) and E)
G) B) and D)

Question 16

The ultimate objective of integrated marketing communications is to _____.

Accepted Answer

A)   increase brand awareness 
B)   affect the behavior of the targeted audience 
C)   learn how to outsell the competition 
D)   lower production costs 
E)   None of these are correct.F) B) and E)
G) A) and B)

Question 17

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Accepted Answer

A) True 
 B)False  False

Question 18

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

Accepted Answer

A) True 
 B)False

Question 19

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Accepted Answer

A)   Targeting 
B)   Positioning 
C)   Budgeting 
D)   Setting objectives 
E)   MomentumF) All of the above
G) A) and B)

Question 20

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Accepted Answer

A) True 
 B)False

Exam 1: An Overview of Integrated Marketing Communications

Correct Answer
verified

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Correct Answer
verified

All marketing communications should be _____.

Correct Answer
verified

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Correct Answer
verified

Successful marketing communication requires building relationships between brands and their consumers/customers.

Correct Answer
verified
True

The use of integrated marketing communications is restricted to the mass media.

Correct Answer
verified

The word _____ refers to an object's force or speed of movement.

Correct Answer
verified

Which of the following is central to the definition of marketing communications?

Correct Answer
verified
A

Correct Answer
verified

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Correct Answer
verified

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

Correct Answer
verified

Which of the following is NOT a budgeting method?

Correct Answer
verified

Which of the following is NOT a form of media advertising?

Correct Answer
verified

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

Correct Answer
verified

Which of the following variables do companies use to identify potential target markets?

Correct Answer
verified

The ultimate objective of integrated marketing communications is to _____.

Correct Answer
verified

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Correct Answer
verified
False

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

Correct Answer
verified

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Correct Answer
verified

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Correct Answer
verified

Exam 1: An Overview of Integrated Marketing Communications

Correct AnswerverifiedShow Answer

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Correct AnswerverifiedShow Answer

All marketing communications should be _____.

Correct AnswerverifiedShow Answer

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Correct AnswerverifiedShow Answer

Successful marketing communication requires building relationships between brands and their consumers/customers.

Correct AnswerverifiedTrue

The use of integrated marketing communications is restricted to the mass media.

Correct AnswerverifiedShow Answer

The word _____ refers to an object's force or speed of movement.

Correct AnswerverifiedShow Answer

Which of the following is central to the definition of marketing communications?

Correct AnswerverifiedA

Correct AnswerverifiedShow Answer

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Correct AnswerverifiedShow Answer

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

Correct AnswerverifiedShow Answer

Which of the following is NOT a budgeting method?

Correct AnswerverifiedShow Answer

Which of the following is NOT a form of media advertising?

Correct AnswerverifiedShow Answer

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

Correct AnswerverifiedShow Answer

Which of the following variables do companies use to identify potential target markets?

Correct AnswerverifiedShow Answer

The ultimate objective of integrated marketing communications is to _____.

Correct AnswerverifiedShow Answer

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Correct AnswerverifiedFalse

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

Correct AnswerverifiedShow Answer

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Correct AnswerverifiedShow Answer

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Correct AnswerverifiedShow Answer

Correct Answer
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True

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A

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Correct Answer
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False

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