Question 1

In evaluating advertising, day-after recall (DAR) tests are evaluations of new advertisements conducted the day after they appear and where respondents are asked about what they remember from the ads viewed the day before.

Accepted Answer

A) True 
 B)False

Question 2

Integrated marketing communications refer to

Accepted Answer

A)   a communication venue that addresses issues an organization faces and represents the organization to the public, media, and various stakeholders
B)   all forms of external communications directed toward consumers and businesses with an ultimate goal of developing customers
C)   the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program
D)   any form of paid communication directed to an organization's customers and/or other stakeholdersE) All of the above
F) B) and C)

Question 3

In the communications model presented in the textbook, the medium is

Accepted Answer

A)   the process of transposing the objectives or goal of a marketing communication concept into an actual marketing communication piece, such as an advertisement, brochure, or sign
B)   the venue the source uses to send a marketing communication message to its intended audience
C)   the organization that originates a marketing communication message
D)   the completed marketing communication pieceE) A) and D)
F) A) and B)

Question 4

In evaluating advertising effectiveness, _____ is used with finished ads or ads in the last stages of production to determine the target audience's reaction to the advertisement.

Accepted Answer

A)   concept testing
B)   copy testing
C)   recall testing
D)   recognition testingE) B) and D)
F) All of the above

Question 5

A form of public relations produced by the news media but not paid for or sponsored by the business concerned is called ____________________.

Accepted Answer

The answer of A form of public relations produced by...

Question 6

The redemption rate for coupons is approximately 10.7 percent.

Accepted Answer

A) True 
 B)False

Question 7

In terms of the message of the major forms of marketing communications, _____ is the only form of communicating where the message is designed specifically for each buyer.

Accepted Answer

A)   advertising
B)   publicity
C)   personal selling
D)   consumer (or sales)  promotionsE) All of the above
F) B) and D)

Question 8

Traditionally, the promotional mix included all of the following except

Accepted Answer

A)   direct marketing
B)   advertising
C)   sales, or consumer, promotion
D)   personal sellingE) None of the above
F) All of the above

Question 9

Manufacturers, on the average, spend approximately _____ percent of their total sales on trade promotions.

Accepted Answer

A)   3
B)   8
C)   14
D)   23E) A) and B)
F) A) and C)

Question 10

In terms of the communication objective of reducing purchase risk, the least effective communication tool would be

Accepted Answer

A)   advertising
B)   consumer promotions
C)   trade promotions
D)   personal sellingE) A) and B)
F) None of the above

Question 11

When a pharmaceutical company advertises a new medicine to the public encouraging patients to ask their doctors about a prescription for the medicine, they are using a pull strategy.

Accepted Answer

A) True 
 B)False

Question 12

Advertising has a major advantage in that it is able to reach a large number of people with a single message.

Accepted Answer

A) True 
 B)False

Question 13

Although advertising costs are relatively high, the cost per person is low because advertising reaches so many people at one time.

Accepted Answer

A) True 
 B)False

Question 14

Match the descriptions with their terms:
-Method of determining a communications budget based on past or projected sales.

Accepted Answer

A)   objective and task
B)   percent of sales
C)   historical
D)   competitive-parity
E)   executive judgmentF)  all-you-can-affordG) C) and F)
H) A) and F)

Question 15

In terms of the AIDA concept, before a business or consumer can be influenced to make a purchase, the first step that must be accomplished is

Accepted Answer

A)   to build an interest in the product
B)   to get the audience's attention
C)   to develop some type of marketing communication
D)   to decide on the proper medium for reaching the target business or consumerE) None of the above
F) All of the above

Question 16

Match the descriptions with their terms:
-Method of determining a communications budget based on past expenditures, usually giving more weight to more recent years.

Accepted Answer

A)   objective and task
B)   percent of sales
C)   historical
D)   competitive-parity
E)   executive judgmentF)  all-you-can-affordG) C) and F)
H) A) and B)

Question 17

Match the statements with the correct element of the channel of communications:
-The response of the audience to a marketing message.

Accepted Answer

A)   source
B)   encoding
C)   message
D)   medium
E)   decodingF)  audienceG)  feedbackH)  noiseI) C) and F)
J) D) and F)

Question 18

In terms of the communication mix, business-to-business marketing communication tends to rely more on

Accepted Answer

A)   personal selling, trade promotions, and telephone marketing
B)   personal selling and consumer promotions
C)   trade promotions and consumer promotions
D)   trade promotions and advertisingE) C) and D)
F) None of the above

Question 19

Match the statements with the correct element of the channel of communications:
-Anything that interferes with the audience receiving the message.

Accepted Answer

A)   source
B)   encoding
C)   message
D)   medium
E)   decodingF)  audienceG)  feedbackH)  noiseI) D) and G)
J) C) and F)

Question 20

In the communications model presented in the textbook, the audience is

Accepted Answer

A)   the process of transposing the objectives or goal of a marketing communication concept into an actual marketing communication piece, such as an advertisement, brochure, or sign
B)   the process of interpreting the meaning conveyed in a marketing message
C)   individuals who interact with a marketing communication and decode the message
D)   the response of the audience to the messageE) C) and D)
F) A) and D)

Exam 13: Integrated Marketing Communications

Match the descriptions with their terms: -Method of determining a communications budget based on past or projected sales.

Correct AnswerverifiedShow Answer

In terms of the communication mix, business-to-business marketing communication tends to rely more on

Correct AnswerverifiedShow Answer

In evaluating advertising effectiveness, _____ is used with finished ads or ads in the last stages of production to determine the target audience's reaction to the advertisement.

Correct AnswerverifiedShow Answer

The redemption rate for coupons is approximately 10.7 percent.

Correct AnswerverifiedShow Answer

Manufacturers, on the average, spend approximately _____ percent of their total sales on trade promotions.

Correct AnswerverifiedShow Answer

When a pharmaceutical company advertises a new medicine to the public encouraging patients to ask their doctors about a prescription for the medicine, they are using a pull strategy.

Correct AnswerverifiedShow Answer

Traditionally, the promotional mix included all of the following except

Correct AnswerverifiedShow Answer

Match the statements with the correct element of the channel of communications: -The response of the audience to a marketing message.

Correct AnswerverifiedShow Answer

In terms of the communication objective of reducing purchase risk, the least effective communication tool would be

Correct AnswerverifiedShow Answer

Although advertising costs are relatively high, the cost per person is low because advertising reaches so many people at one time.

Correct AnswerverifiedShow Answer

Match the statements with the correct element of the channel of communications: -Anything that interferes with the audience receiving the message.

Correct AnswerverifiedShow Answer

In terms of the AIDA concept, before a business or consumer can be influenced to make a purchase, the first step that must be accomplished is

Correct AnswerverifiedShow Answer

Match the descriptions with their terms: -Method of determining a communications budget based on past expenditures, usually giving more weight to more recent years.

Correct AnswerverifiedShow Answer

Advertising has a major advantage in that it is able to reach a large number of people with a single message.

Correct AnswerverifiedShow Answer

In the communications model presented in the textbook, the medium is

Correct AnswerverifiedShow Answer

In the communications model presented in the textbook, the audience is

Correct AnswerverifiedShow Answer

Integrated marketing communications refer to

Correct AnswerverifiedShow Answer

In terms of the message of the major forms of marketing communications, _____ is the only form of communicating where the message is designed specifically for each buyer.

Correct AnswerverifiedShow Answer

A form of public relations produced by the news media but not paid for or sponsored by the business concerned is called ____________________.

Correct AnswerverifiedShow Answer

In evaluating advertising, day-after recall (DAR) tests are evaluations of new advertisements conducted the day after they appear and where respondents are asked about what they remember from the ads viewed the day before.

Correct AnswerverifiedShow Answer

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