Question 1

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.

Accepted Answer

The collective impact of an IMC program should be evaluated based on its effectiveness and efficiency in achieving the overall communication objectives. The goal is to create a comprehensive and integrated campaign that utilizes all communication channels to deliver a consistent message to the target audience.

Question 2

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

Accepted Answer

Integrated marketing communications considers various communication channels and messages to create a unified and consistent message for the target audience, which enhances the effectiveness of the overall marketing efforts.

Question 3

The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives,and estimating the costs of performing these tasks.

Accepted Answer

This is a correct definition of the objective-and-task method.

Question 4

The pervasiveness of advertising permits the seller to repeat a message many times.It also allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

The statement accurately describes one of the advantages of advertising for both seller and buyer. By being everywhere, advertising can help sellers reinforce their brand and message, while also helping buyers make informed choices by comparing different products and services.

Question 5

Advertising can be used to build up a long-term image for a product or trigger quick sales.

Accepted Answer

Advertising can be used for both purposes - building a long-term image for a product and also triggering quick sales. Companies can use different types of ads and strategies depending on their marketing goals.

Question 6

The influence of mass media on public opinion is as direct,powerful,and automatic as supposed.

Accepted Answer

The influence of mass media on public opinion is complex and varies depending on factors such as audience characteristics, media type, and context. It is not always direct, powerful, or automatic.

Question 7

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

Accepted Answer

When there are more communication channels available, it can be difficult to choose the most effective ones among a cluttered array of options.

Question 8

Events always have a lasting effect on brand awareness,knowledge,and preference.

Accepted Answer

The answer of Events always have a lasting effect on...

Question 9

Most nonpersonal messages come through paid media.

Accepted Answer

Nonpersonal messages, such as advertisements or press releases, are typically communicated through paid media channels such as television ads, billboards, or sponsored posts on social media.

Question 10

Personal communication channels derive their effectiveness through individualized presentation and feedback.

Accepted Answer

Personal communication channels, such as face-to-face conversations, phone calls, and video conferencing, allow for personalized interactions and immediate feedback, making them more effective than mass communication channels like emails or advertisements.

Question 11

Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.

Accepted Answer

Different cultures and countries have their own unique values, beliefs, and traditions that can impact how a message is received. It is important for companies to consider these differences and tailor their message accordingly in order to effectively reach their target audience. Failure to do so can result in miscommunication or even offense, which could harm the company's reputation and profitability.

Question 12

The competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

Accepted Answer

While the competitive-parity method is designed to prevent promotion wars, it is not foolproof and can still result in companies increasing their promotions spending in response to their competitors.

Question 13

The two-step flow confirms the notion that consumption styles are primarily influenced by the "trickle-down" or "trickle-up" effect from mass media.

Accepted Answer

The two-step flow theory suggests that consumers are influenced not just by mass media, but also by opinion leaders who act as intermediaries between the media and the general public. Therefore, consumption styles can be influenced by both "trickle-down" and "trickle-up" effects from a variety of sources.

Question 14

In measuring communication results,senior managers want to know the outcomes and revenues resulting from their communications investments.

Accepted Answer

Senior managers are primarily concerned with the impact of communication on the bottom line and want to know the outcomes and revenues that result from their communication investments.

Question 15

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

Accepted Answer

Advertising campaigns can create brand awareness and positive attitudes towards a product or service, which can make potential customers more receptive to direct sales pitches. Therefore, advertising campaigns can indirectly affect the success of direct sales pitches.

Question 16

Companies must consider several factors in developing their communications mix: the type of product market,consumer readiness to make a purchase,and stage in the product's life cycle.Also important is the company's market rank.

Accepted Answer

Companies must consider all these factors to develop an effective communication mix for their products. The company's market rank also plays a significant role in determining the communication strategies.

Question 17

Integrated marketing communications can produce stronger message consistency and greater sales impact.

Accepted Answer

Integrated marketing communications involve coordinating various promotional tools and tactics to communicate a consistent message to the target audience. This helps to create a stronger impact on the audience and improves sales outcome. Hence, the statement is true.

Question 18

Mass communications affect personal attitudes and behavior through a two-step process.

Accepted Answer

This is known as the two-step flow theory, which proposes that mass media messages are first received and interpreted by opinion leaders, who then pass on their interpretations and opinions to less-involved individuals, ultimately influencing their attitudes and behavior.

Question 19

The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

Accepted Answer

The principle of congruity states that the effectiveness of a message is influenced by the match between the image of the communicator and the message or brand being communicated. Communicators can use their good image to reduce negative feelings about a brand, but in doing so, they may lose some esteem with the audience if the message is not perceived as sincere or appropriate. Thus, the principle of congruity can impact both the effectiveness and credibility of communicators.

Question 20

The percentage-of-sales method of setting promotional expenditures calculates spending dollars based upon a percentage of last years' total sales.

Accepted Answer

The answer of The percentage-of-sales method of setting promotional expenditures...

Quiz 17: Designing and Managing Integrated Marketing Communications