Question 1

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

Accepted Answer

Digital and alternative communication venues provide more opportunities to measure results and track accountability, making them a better option for marketers looking to shift funds away from traditional television advertising. Pull marketing strategies and integrated marketing communication firms may also be effective, but they are not necessarily exclusive alternatives to television advertising. Shifting funds to the marketer's own department instead of an advertising agency may not necessarily result in more accountability or measurable results.

Question 2

What are the components of the marketing mix and the promotional activities?

Accepted Answer

The answer of What are the components of the marketing...

Question 3

John is watching a baseball game and accesses the internet to look up stats for one of the players.In terms of integration of media platforms this illustrates:

Accepted Answer

Investigative spider-webbing refers to using various media platforms to gather in-depth information on a topic or person. In this case, John is using the internet to look up stats on a baseball player during the game, which requires deeper investigative searching beyond just content grazing. Social spider-webbing involves using multiple platforms to connect with others, while quantum journey refers to using technology to seamlessly move between platforms without disruption.

Question 4

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

Accepted Answer

Digital and alternative communication venues provide more measurable and accountable results compared to traditional television advertising. Pull marketing strategies can also be more effective in generating measurable results. Integrated marketing communication firms and in-house marketing departments may be helpful in developing and executing these strategies, but they are not necessarily a replacement for shifting funds to more measurable advertising channels.

Question 5

Marketing account executives are facing increasing pressures related to:

Accepted Answer

Marketing account executives are increasingly facing pressures related to accountability, as companies and clients expect concrete results and return on investment for marketing campaigns.

Question 6

The reasons why integrated marketing communication works includes each of the following,except:

Accepted Answer

Integrated marketing communication may help connect with multiple audiences, streamline workflow, and unify the company's marketing strategy, but it does not directly create new products.

Question 7

Kraft Foods cut traditional advertising dollars and shifted the money to digital media.This illustrates the emerging trend of:

Accepted Answer

The shift from traditional advertising to digital media indicates the growing importance and prevalence of digital media.

Question 8

Because retailers control shelf purchase and have access to purchase data,retailers determine:

Accepted Answer

Retailers have the power to decide what products and brands are placed on their shelves based on their analysis of consumer demand and preferences. They use purchase data to determine which products are selling well and which are not. This information influences the decisions they make about what to stock in their stores.

Question 9

In terms of integration of media platforms,looking at two or more screens simultaneously to access content that is not related is:

Accepted Answer

Content grazing refers to the behavior of using multiple screens or media platforms simultaneously to access different pieces of content that are not necessarily related. It is a common behavior among modern media consumers who are constantly exposed to a plethora of content options and often feel the need to multitask in order to stay up-to-date with the latest news, trends, or entertainment. This type of behavior can be seen in activities such as scrolling through social media feeds while watching TV, or browsing multiple websites while listening to music. Therefore, choice A, content grazing, is the most appropriate answer.

Question 10

Shantell just posted a picture of herself on the beach in Florida to Facebook.She immediately sent a text to her dad and sister to check it out.In terms of integration of media platforms this illustrates:

Accepted Answer

This illustrates social spider-webbing as Shantell is using multiple social media platforms (Facebook and texting) to share and connect with her family.

Question 11

Define integrated marketing communications.What makes it different from traditional promotion programs?

Accepted Answer

The answer of Define integrated marketing communications.What makes it different...

Question 12

Each of the following are trends impacting the use of integrated advertising and marketing communications except:

Accepted Answer

Increases in perceptions of brand power are not a trend impacting the use of integrated advertising and marketing communications. The other choices are all trends that impact the use of integrated advertising and marketing communications.

Question 13

Retailers control shelf allocations and have access to purchase data.This means retailers determine:

Accepted Answer

Retailers control shelf allocations, meaning they have a say in what products and brands are placed on store shelves, based on their assessment of customer demand and their ability to make profits from those products. While they can provide input on marketing tools, ultimately it is the manufacturer who decides how to promote their products. Retailers also do not have control over what products manufacturers produce, as this is determined by the manufacturer's own research and development efforts.

Question 14

Current trends affecting marketing communications include each of the following except:

Accepted Answer

The other three options are current trends affecting marketing communications. The emphasis on push marketing strategies is actually becoming less popular as consumers are seeking more personalized and engaging content.

Question 15

Digital marketing seeks to:

Accepted Answer

Digital marketing aims to create emotional connections and memorable experiences with a brand, rather than just promoting purchases or product features.

Question 16

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales.This is an example of:

Accepted Answer

The client's demand for a specific increase in sales shows that they are holding the advertising agency accountable for the success of the campaign. This is an example of accountability.

Question 17

Each of the following is a trend impacting the use of integrated advertising and marketing communications except:

Accepted Answer

The trend impacting the use of integrated advertising and marketing communications does not include an increase in channel power by manufacturers. Instead, the focus has shifted towards customer engagement, the perception of brand parity, and the integration of media platforms to create a cohesive marketing strategy.

Question 18

Many marketing experts believe that the advancement of the internet and information technology has caused a shift in channel power:

Accepted Answer

The advancement of the internet and information technology has empowered consumers with easy access to information, reviews, pricing, and options, thereby giving them more control and power in the buying process. Companies now have to focus on providing value to consumers and meeting their needs to stay competitive. This shift in channel power has placed more importance on building relationships with customers and providing exceptional customer service.

Question 19

In IMC planning,marketing strategies guide the day-by-day activities of the marketing plan.

Accepted Answer

The answer of In IMC planning,marketing strategies guide the day-by-day...

Question 20

In terms of integration of media platforms,focusing on completing a task such as looking up a retail store online then using a mobile app to locate the store while driving to it is:

Accepted Answer

The answer of In terms of integration of media platforms,focusing...

Quiz 1: Integrated Marketing Communications

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

What are the components of the marketing mix and the promotional activities?

John is watching a baseball game and accesses the internet to look up stats for one of the players.In terms of integration of media platforms this illustrates:

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

Marketing account executives are facing increasing pressures related to:

The reasons why integrated marketing communication works includes each of the following,except:

Kraft Foods cut traditional advertising dollars and shifted the money to digital media.This illustrates the emerging trend of:

Because retailers control shelf purchase and have access to purchase data,retailers determine:

In terms of integration of media platforms,looking at two or more screens simultaneously to access content that is not related is:

Shantell just posted a picture of herself on the beach in Florida to Facebook.She immediately sent a text to her dad and sister to check it out.In terms of integration of media platforms this illustrates:

Define integrated marketing communications.What makes it different from traditional promotion programs?

Each of the following are trends impacting the use of integrated advertising and marketing communications except:

Retailers control shelf allocations and have access to purchase data.This means retailers determine:

Current trends affecting marketing communications include each of the following except:

Digital marketing seeks to:

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales.This is an example of:

Each of the following is a trend impacting the use of integrated advertising and marketing communications except:

Many marketing experts believe that the advancement of the internet and information technology has caused a shift in channel power:

In IMC planning,marketing strategies guide the day-by-day activities of the marketing plan.

In terms of integration of media platforms,focusing on completing a task such as looking up a retail store online then using a mobile app to locate the store while driving to it is: