Question 1

Naomi is IMC manager for a chain of regional income tax service providers.Franchisees pay a percentage of their revenue to an IMC account allocated to her.As she establishes the short-term goals for her firm's IMC efforts,her goals are likely to include:

Accepted Answer

A)   expanding customer loyalty by closing the feedback loop.
B)   increasing market share,sales,and customer loyalty.
C)   increasing inquires,awareness,and trial of her firm's services.
D)   shifting customers to rule-of-thumb budgeting.
E)   increasing the lagged effect.F) A) and B)
G) C) and D)

Question 2

Budgeting for marketing expenses by using money available after operating costs and profits have been budgeted is known as the __________ method.

Accepted Answer

A)   available budget
B)   competitive parity
C)   percentage of sales
D)   objective and task
E)   none of these.F) C) and D)
G) A) and E)

Question 3

Explain how a company can use search engine marketing.

Accepted Answer

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

Question 4

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create __________,while the Websites are used to create __________.

Accepted Answer

A)   awareness; interest
B)   interest; desire
C)   desire; action
D)   action; awareness
E)   desire; interestF) A) and D)
G) A) and C)

Question 5

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 inquires,awareness,and trial of her firm's services.
D)   shifting customers to rule-of-thumb budgeting.
E)   increasing the lagged effect.F) None of the above
G) C) and E)

Question 6

Marketers spend hundreds of millions of dollars annually creating and promoting symbols,colors,and images that make it easier for consumers to recognize the company,its brands or its products.These efforts facilitate __________ in the IMC process.

Accepted Answer

A)   precoding
B)   pre-testing
C)   decoding
D)   encoding
E)   trackingF) A) and D)
G) C) and D)

Question 7

In the AIDA model,marketing communications move consumers stepwise:

Accepted Answer

A)   through an integrated lagged effect simulation process.
B)   from attention to awareness.
C)   decoding to encoding.
D)   through a series of mental stages.
E)   all of these.F) B) and E)
G) A) and E)

Question 8

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

Accepted Answer

A)   instructor
B)   sender
C)   transmitter
D)   communication channel
E)   receiverF) B) and E)
G) A) and D) E

Question 9

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

Question 10

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

Accepted Answer

A) True 
 B)False  False

Question 11

The difference between advertising and personal selling is personal selling involves:

Accepted Answer

A)   a larger audience than advertising.
B)   indirect communication while advertising involves direct communication.
C)   only informational communication while advertising involves persuasive communication.
D)   a two-way flow of communication between a buyer and a seller.
E)   encoding while advertising involves only decoding.F) A) and B)
G) A) and C)

Question 12

Compared to other IMC alternatives,advertising is extremely effective for:

Accepted Answer

A)   closing a sale.
B)   efficient message decoding.
C)   reducing the potential for noise.
D)   creating awareness and generating interest in a product.
E)   repositioning consumers in the AIDA model.F) A) and E)
G) D) and E)

Question 13

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)   Public relations
C)   Personal selling
D)   Sales promotions
E)   None of theseF) A) and B)
G) All of the above

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A)   Awareness
B)   Action
C)   Interest
D)   Desire
E)   IntentionsF) A) and B)
G) All of the above

Question 16

The __________ allows the receiver to communicate with the sender in the IMC process.

Accepted Answer

A)   decoding loop
B)   pre-testing loop
C)   precoding loop
D)   encoding loop
E)   feedback loopF) A) and B)
G) D) and E)

Question 17

What is the major advantage of direct marketing over advertising?

Accepted Answer

Direct marketing all...

Question 18

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Accepted Answer

As consumers increased their use of credit and debit cards,and online shopping,it provided marketers with a wealth of information about individual consumers,facilitating direct marketing efforts.

Question 19

Which of the following is NOT one of the steps in the AIDA model?

Accepted Answer

A)   Awareness
B)   Intention
C)   Action
D)   Desire
E)   InterestF) A) and B)
G) A) and C)

Question 20

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

Exam 16: Integrated Marketing Communications

Naomi is IMC manager for a chain of regional income tax service providers.Franchisees pay a percentage of their revenue to an IMC account allocated to her.As she establishes the short-term goals for her firm's IMC efforts,her goals are likely to include:

Correct AnswerverifiedShow Answer

Budgeting for marketing expenses by using money available after operating costs and profits have been budgeted is known as the __________ method.

Correct AnswerverifiedShow Answer

Explain how a company can use search engine marketing.

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

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create __________,while the Websites are used to create __________.

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

Marketers spend hundreds of millions of dollars annually creating and promoting symbols,colors,and images that make it easier for consumers to recognize the company,its brands or its products.These efforts facilitate __________ in the IMC process.

Correct AnswerverifiedShow Answer

In the AIDA model,marketing communications move consumers stepwise:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedE

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

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

Correct AnswerverifiedFalse

The difference between advertising and personal selling is personal selling involves:

Correct AnswerverifiedShow Answer

Compared to other IMC alternatives,advertising is extremely effective for:

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The __________ allows the receiver to communicate with the sender in the IMC process.

Correct AnswerverifiedShow Answer

What is the major advantage of direct marketing over advertising?

Correct AnswerverifiedDirect marketing all...View AnswerShow Answer

How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?

Correct AnswerverifiedAs consumers increased their use of credit and debit cards,and online shopping,it provided marketers with a wealth of information about individual consumers,facilitating direct marketing efforts.

Which of the following is NOT one of the steps in the AIDA model?

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

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

Many retailers advertise using traditional media,suggesting that consumers learn more about the marketer's products at their Websites.In the AIDA model,the traditional media are used to create ,while the Websites are used to create .

Correct Answer
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E

Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Direct marketing all...
View Answer

Correct Answer
verified
As consumers increased their use of credit and debit cards,and online shopping,it provided marketers with a wealth of information about individual consumers,facilitating direct marketing efforts.

Correct Answer
verified

Correct Answer
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