Question 1

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.)
-In terms of differentiating a product, this communication element is excellent for reaching a mass audience.

Accepted Answer

Advertising is effective for reaching a mass audience and differentiating a product due to its wide reach and ability to convey a consistent message across various media platforms.

Question 2

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.)
-In terms of providing information, this communication element is excellent since there is two-way communication and the buyer can ask questions.

Accepted Answer

Personal selling is excellent for providing information because it involves direct interaction between the buyer and seller, allowing for two-way communication and the opportunity for the buyer to ask questions.

Question 3

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.)
-Of all of the communication elements listed, this one is the best for building brand equity.

Accepted Answer

Advertising is the best communication element for building brand equity as it allows for consistent messaging and broad reach, helping to establish and reinforce the brand's image and values over time.

Question 4

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.)
-For reducing purchase risk, this communication element is good since it provides wholesalers and retailers a price incentive to sell the product.

Accepted Answer

Trade promotions provide wholesalers and retailers with price incentives, reducing purchase risk by encouraging them to sell the product.

Question 5

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.)
-For stimulating trial, this communication element is the best since it offers consumers some type of incentive to try the product.

Accepted Answer

Consumer promotions are designed to stimulate trial by offering incentives such as discounts, coupons, or samples to encourage consumers to try a product.

Question 6

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

The historical method involves setting a communications budget based on past spending, often giving more weight to recent years' expenditures.

Question 7

Match the descriptions with their terms:
-Method of determining a communications budget using the opinion of corporate executives.

Accepted Answer

Executive judgment involves using the opinions of corporate executives to determine a communications budget.

Question 8

Match the descriptions with their terms:
-Method of determining a communications budget that uses whatever funds are available after all other expenses are paid.

Accepted Answer

The "all-you-can-afford" method allocates funds to the communications budget only after all other expenses have been covered, using whatever is left over.

Question 9

Match the descriptions with their terms:
-Method of determining a communications budget that first identifies the communication goals, such as target audience reach.

Accepted Answer

The "objective and task" method involves setting a communications budget based on the specific objectives and tasks needed to achieve communication goals, such as reaching a target audience.

Question 10

Match the descriptions with their terms:
-Method of determining a communications budget that uses competitors' levels of communications spending as a benchmark.

Accepted Answer

The competitive-parity method involves setting a communications budget based on the spending levels of competitors.

Question 11

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

Accepted Answer

The "percent of sales" method involves setting the communications budget as a percentage of past or projected sales.

Question 12

Match the statements below with the appropriate type of advertising test:
-An evaluation of a completed or nearly completed advertisement.

Accepted Answer

Copy testing is conducted on completed or nearly completed advertisements to evaluate their effectiveness before they are fully launched.

Question 13

Match the statements below with the appropriate type of advertising test:
-An evaluation procedure whereby participants are asked what they think about each advertisement.

Accepted Answer

Attitude tests are evaluation procedures whereby participants are asked what they think about each advertisement.

Question 14

Match the statements below with the appropriate type of advertising test:
-An evaluation procedure whereby participants are shown a series of advertisements and asked if they have seen any of them before.

Accepted Answer

Recognition tests involve showing participants advertisements and asking if they have seen them before, assessing their ability to recognize the ads.

Question 15

Match the statements below with the appropriate type of advertising test:
-An evaluation of the content of an advertisement and its potential impact on viewers conducted in the early stages of ad development or before the ad is even designed.

Accepted Answer

Concept testing is conducted in the early stages of ad development to evaluate the content and potential impact of an advertisement before it is fully designed.

Question 16

Match the statements below with the appropriate type of advertising test:
-An evaluation procedure whereby participants are asked about their recall of a specific advertisement.

Accepted Answer

Recall tests are designed to measure how well participants remember a specific advertisement.

Question 17

Traditionally, what are the elements of the promotional mix? With an integrated approach, what other components of communication have become important?

Accepted Answer

The answer of Traditionally, what are the elements of the...

Question 18

In terms of marketing expenditures, what overall percentage of the marketing budget is spent on advertising, sales promotions, and trade promotions?

Accepted Answer

The answer of In terms of marketing expenditures, what overall...

Question 19

Identify the six major categories of communication objectives.

Accepted Answer

The answer of Identify the six major categories of communication...

Question 20

Compare and contrast the relative amount of marketing expenditures that would be used for advertising, consumer promotions, trade promotions, and personal selling for a push marketing strategy versus a pull marketing strategy.

Accepted Answer

The answer of Compare and contrast the relative amount of...

Quiz 13: Integrated Marketing Communications

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.) -In terms of differentiating a product, this communication element is excellent for reaching a mass audience.

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.) -In terms of providing information, this communication element is excellent since there is two-way communication and the buyer can ask questions.

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.) -Of all of the communication elements listed, this one is the best for building brand equity.

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.) -For reducing purchase risk, this communication element is good since it provides wholesalers and retailers a price incentive to sell the product.

Match the statements below about various communication objectives with the communication element. (Answers may be used more than once.) -For stimulating trial, this communication element is the best since it offers consumers some type of incentive to try the product.

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

Match the descriptions with their terms: -Method of determining a communications budget using the opinion of corporate executives.

Match the descriptions with their terms: -Method of determining a communications budget that uses whatever funds are available after all other expenses are paid.

Match the descriptions with their terms: -Method of determining a communications budget that first identifies the communication goals, such as target audience reach.

Match the descriptions with their terms: -Method of determining a communications budget that uses competitors' levels of communications spending as a benchmark.

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

Match the statements below with the appropriate type of advertising test: -An evaluation of a completed or nearly completed advertisement.

Match the statements below with the appropriate type of advertising test: -An evaluation procedure whereby participants are asked what they think about each advertisement.

Match the statements below with the appropriate type of advertising test: -An evaluation procedure whereby participants are shown a series of advertisements and asked if they have seen any of them before.

Match the statements below with the appropriate type of advertising test: -An evaluation of the content of an advertisement and its potential impact on viewers conducted in the early stages of ad development or before the ad is even designed.

Match the statements below with the appropriate type of advertising test: -An evaluation procedure whereby participants are asked about their recall of a specific advertisement.

Traditionally, what are the elements of the promotional mix? With an integrated approach, what other components of communication have become important?

In terms of marketing expenditures, what overall percentage of the marketing budget is spent on advertising, sales promotions, and trade promotions?

Identify the six major categories of communication objectives.

Compare and contrast the relative amount of marketing expenditures that would be used for advertising, consumer promotions, trade promotions, and personal selling for a push marketing strategy versus a pull marketing strategy.