Question 1

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 2

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,...

Question 3

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

Accepted Answer

The increases in perceptions of brand power are not a trend that impacts the use of integrated advertising and marketing communications, but rather a factor that may be influenced by the effectiveness of such communication efforts. The other three options are all significant trends that impact the use of integrated advertising and marketing communications. The explosion of digital media has led to changes in the way that consumers receive and process information, as well as new opportunities for businesses to reach their target audience. Changes in channel power refer to changes in the relative influence and importance of different marketing channels, such as social media and traditional advertising. The increase in global competition means that businesses need to be more strategic and effective in their marketing efforts in order to succeed.

Question 4

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

Social spider-webbing refers to the act of sharing or promoting content from one social platform to another, which is exactly what Shantell did by posting a picture on Facebook and then sending a text to her family to check it out.

Question 5

Digital marketing seeks to:

Accepted Answer

Digital marketing focuses on creating experiences with a brand rather than just pushing products or services. It aims to establish a strong emotional connection with the audience, leading to increased brand loyalty and customer retention.

Question 6

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

Accepted Answer

Buying online from Amazon.com rather than a brick-and-mortar store demonstrates a power shift to the consumer because they have the ability to choose from a vast range of products and can compare prices easily. This also gives them more control over their purchasing decisions compared to when they have to settle for what is available in a physical store.

Question 7

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

The statement mentions the shift in funds from television advertising to digital and alternative communication venues, which indicates that marketers are becoming less reliant on traditional advertising methods and are instead embracing digital channels and newer forms of marketing communication to produce measurable results and increase accountability. Therefore, option A, which specifically mentions digital and alternative communication venues, is the best choice. The other options are not relevant to the statement or do not reflect the shift towards more accountable and measurable marketing strategies.

Question 8

Many marketing experts feel 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 given consumers more power in the purchasing process. With the ability to research products, compare prices, and read reviews online, consumers are more informed and have more options than ever before. This shift in channel power has given consumers greater influence over manufacturers, retailers, and wholesalers.

Question 9

Marketing account executives are facing increasing pressures related to:

Accepted Answer

Marketing account executives are under growing pressure to provide accountability for their marketing campaigns and prove the return on investment to clients or company leadership. This includes tracking and measuring results, as well as demonstrating the impact of marketing efforts on sales and revenue.

Question 10

Brand parity is the:

Accepted Answer

Brand parity refers to the perception that there are no significant differences between major brands in a particular product category. So, choice A is the correct answer.

Question 11

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

Accepted Answer

Kraft Foods' shift of traditional advertising dollars to digital media illustrates the growing importance and prevalence of digital media in today's market, indicating an explosion of digital media as an emerging trend.

Question 12

The competitive environment is now more:

Accepted Answer

The word "now" in the sentence suggests that the competitive environment has changed and become more intense. The fact that it is described as "global" indicates that competition is now coming from all parts of the world, meaning that businesses must compete with companies from other countries, resulting in a more global competitive landscape.

Question 13

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...

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

The trend in marketing communication is moving away from push marketing strategies (where a company directly advertises to consumers) and towards pull marketing strategies (where a company draws consumers in through content marketing or other means). So, option B is not a trend affecting marketing communication.

Question 16

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

Accepted Answer

Retailers control the shelf purchase, which means they have the power to decide which products and brands are placed on their store shelves. This decision has an impact on what consumers see and purchase, making it a crucial part of the retail business.

Question 17

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 act of simultaneously accessing unrelated content on multiple screens. It is a common behavior in today's media landscape where individuals have access to multiple devices and platforms at the same time.

Question 18

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

Accepted Answer

The increase in channel power by manufacturers is not a trend impacting the use of integrated advertising and marketing communications. The other options are trends that are impacting the use of integrated advertising and marketing communications. A trend of emphasis on customer engagement has emerged where companies are looking to engage and build relationships with their customers, rather than just promoting their products. There is increasing perception of brand parity, where consumers see little difference between brands, which has made it challenging for marketers to differentiate their product. The integration of media platforms is another significant trend that has impacted advertising and marketing communications.

Question 19

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 20

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 expectation of a 20% increase in sales is an example of accountability, which refers to the practice of measuring and reporting on the effectiveness of marketing activities in achieving specific goals or objectives. The agency will be held accountable for delivering the desired results, and will need to demonstrate the impact of the campaign on the client's business. Marketing myopia (A) is the failure to focus on the needs and wants of customers, while standardization (B) refers to the process of creating a uniform marketing mix for different markets or customers. Adaptation (C) involves modifying the marketing mix to suit the unique characteristics of a particular market or customer segment.

Quiz 1: Integrated Marketing Communications

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

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:

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

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:

Digital marketing seeks to:

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

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

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

Marketing account executives are facing increasing pressures related to:

Brand parity is the:

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

The competitive environment is now more:

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

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

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

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:

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

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:

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: