Question 1

Naomi is the 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

As an IMC manager, Naomi's primary responsibility is to make sure that the franchisees are promoting the income tax services effectively. Therefore, her short-term goals are likely to focus on increasing inquiries and awareness about the firm's services to attract more leads and increase market share. These specific goals are crucial because they can lead to an increased customer base, which in the long term, can lead to increased revenue and customer loyalty. Expanding customer loyalty by closing the feedback loop and increasing the lagged effect are important long-term goals, but they are not the primary focus of a short-term IMC strategy. Shifting customers to rule-of-thumb budgeting is not relevant to the income tax service industry.

Question 2

When Apple's famous "1984" ad aired during the CBS telecast of Super Bowl XVIII, it reached an estimated 500 million viewers. It aired only once but has subsequently been featured in at least 10 television programs recalling great commercials. The frequency measure of this ad for its target audience is

Accepted Answer

The frequency measure refers to the number of times the target audience is exposed to the advertisement. In this case, the ad aired only once, so the frequency measure is 1. The fact that it has been featured in other programs does not affect its frequency measure for its original target audience.

Question 3

An ad for Heineken ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast.

Accepted Answer

Frequency refers to the number of times an advertisement is shown to the audience. In this case, since the Heineken ad ran six times during the football game, six represents the frequency of the ad's exposure to the audience.

Question 4

Paul expressed frustration that the same advertisement was aired several times during a program. His frustration was with the ______ of the ad.

Accepted Answer

Frequency refers to the number of times an advertisement is shown to the same person or audience. Therefore, Paul's frustration with the same advertisement being aired multiple times during a program suggests he is frustrated with the frequency of the ad.

Question 5

A measure of _______ describes how useful an ad message is to the consumer doing the search.

Accepted Answer

The measure that describes how useful an ad message is to the consumer doing the search is relevance. Relevance is about how closely the user's search query matches the ad's keywords and how useful the ad is to the user's search intent. So, the best choice is B - relevance.

Question 6

The goals of IMC need to

Accepted Answer

The goals of IMC need to be explicit and measurable so that they can be evaluated and adjusted according to their success. This helps to ensure that the marketing efforts are effective and efficient. The other options are not necessarily true or relevant to the goals of IMC.

Question 7

When Molly asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

Accepted Answer

Gross Rating Points (GRPs) are calculated by multiplying the reach by the frequency. In this case, the reach is 40 and the frequency is 4, so the GRPs are 40 * 4 = 160. Competitive parity is not relevant to the calculation of GRPs.

Question 8

As director of marketing, Johan uses prior sales and communication activities to determine the present communication budget. This describes which method of IMC budgeting?

Accepted Answer

Johan is using a rule-of-thumb method for determining the present communication budget by relying on past sales and communication activities, rather than setting specific objectives and tasks or using other more analytical methods.

Question 9

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

Accepted Answer

To estimate reach using CTR, marketers need to know the number of clicks and the number of impressions (i.e., the total number of times the ad was viewed). The other options (A, C, D, and E) are not relevant to CTR-based reach estimation.

Question 10

Julie is developing a budget for her firm's IMC program. First, she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

Accepted Answer

The objective-and-task method involves setting specific communication objectives, choosing media and tactics to achieve those objectives, and then determining the cost of each component. This method is considered the most rational approach to IMC budgeting as it aligns spending with specific objectives and strategies.

Question 11

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

Accepted Answer

The click-through rate (CTR) is the percentage of people who clicked on a link in an email, advertisement, or website. It is a measure of how many people took the desired action, and it is a key metric for measuring the effectiveness of email marketing campaigns.

Question 12

There is an old advertising adage "I know I'm wasting half of my advertising budget. I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?

Accepted Answer

The answer of There is an old advertising adage "I...

Question 13

To determine if his ad on Google was being viewed, Rashid looked at the number of times it appeared in front of a user. This is called

Accepted Answer

The number of times an ad appears in front of a user is called impressions.

Question 14

Carlos uses a company blog to announce new merchandise, get feedback from customers, and allow customers to share information about his products. His frequent customers use the blog on a regular basis to keep up with what is happening with the company's products and to share product preferences. This is called

Accepted Answer

The answer of Carlos uses a company blog to announce...

Question 15

Company X allocated a large budget for web-based communication to promote its products. To determine the effectiveness of these communications, it should use ________ to measure how much time viewers spend on particular web pages, the number of pages they view, how many times users click banner ads, which website they came from, and so on.

Accepted Answer

Web-tracking software is specifically designed to measure user behavior on websites, including time spent on pages, number of pages viewed, and clicks on banner ads. Google AdWords is a form of online advertising, and social media analytics focuses on measuring engagement on social media platforms. Gross rating points and Internet media are general terms that do not specifically address website analytics.

Question 16

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in

Accepted Answer

Assessing the long-term effectiveness of IMC efforts involves evaluating the impact of communication activities on the firm's performance. The ultimate goal of IMC is to increase market share, sales and customer loyalty, therefore, Lamar should analyze the firm's success in achieving these objectives. Option A, C, D, and E are not related to the evaluation of long-term effectiveness of IMC efforts.

Question 17

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet users who search for the terms "apartment," "insurance," and "student." What will be most helpful to George?

Accepted Answer

George should use Google AdWords to target Internet users who search for the keywords "apartment," "insurance," and "student." This will allow him to display targeted ads to potential customers who are searching for rental insurance for college students. Twitter and a corporate blog can also help increase website traffic, but they may not be as effective as Google AdWords for targeting specific keywords. Google Chrome and Google Analytical Thinking are not directly relevant to increasing website traffic.

Question 18

Umay asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Umay is asking for __________ data.

Accepted Answer

Umay is asking for frequency and reach data, which refers to the number of times consumers were exposed to the IMC message (frequency) and the percentage of the target audience that was exposed to the message (reach).

Question 19

What is the general term for online and mobile technologies that distribute content to facilitate interpersonal interactions?

Accepted Answer

The term for online and mobile technologies that distribute content to facilitate interpersonal interactions is social media. Social media platforms allow users to share content, communicate with each other, and build online communities. Examples of social media include Facebook, Twitter, Instagram, and Snapchat.

Question 20

When using the objective-and-task method of IMC budgeting, which process must be repeated for each product or service?

Accepted Answer

The objective-and-task method of IMC budgeting involves setting objectives, choosing media, and determining costs for each product or service individually. This means that the process of setting objectives, choosing media, and determining costs must be repeated for each product or service that the company wishes to promote. Option B lists these steps in the correct order for this method of budgeting.

Quiz 17: Integrated Marketing Communications