Question 1

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

Accepted Answer

Consumers today are exposed to a multitude of commercial messages from various sources, and it can be difficult to distinguish between them. However, consumers do differentiate between message sources and may have varying levels of trust in different types of messages.

Question 2

To carefully integrate and coordinate the company's many communications channels and produce greater sales impact, some companies appoint a(n) ________.

Accepted Answer

A marketing communications director is responsible for integrating and coordinating a company's various communication channels to achieve greater sales impact. This role involves overseeing advertising, public relations, promotions, and other marketing activities to ensure they are all aligned and working towards the same goals.

Question 3

Of the various digital marketing categories, ________ is the fastest-growing category.

Accepted Answer

Mobile is the fastest-growing category in digital marketing, driven by the increasing use of smartphones and mobile devices. More and more people are accessing the internet and consuming content on their mobile devices, making mobile an essential channel for marketers to reach their target audiences.

Question 4

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

Accepted Answer

Since Excel Enterprises practices integrated marketing communications, all of their brand contacts must maintain consistency in design and tone. This means that regardless of the medium used to promote their products (Web site, social networks, print advertisements), the messaging, branding and overall style of the promotions must be unified to create a cohesive brand image.

Question 5

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Accepted Answer

The concept described in the question is that of integrated marketing communications (IMC). This approach involves carefully coordinating various communication channels such as advertising, public relations, sales promotion, and personal selling to provide a consistent message to the target audience. IMC is designed to create a strong brand image and enhance customer loyalty.

Question 6

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

Accepted Answer

Companies are shifting from mass marketing to digital marketing to leverage advanced communication technologies for targeting smaller, more specific customer segments effectively.

Question 7

The shift toward digital communication allows companies to keep control of message exposure.

Accepted Answer

Digital communication can increase message exposure but also makes it harder for companies to control how and where their messages are shared or interpreted.

Question 8

As mass markets have fragmented, marketers have shifted away from mass marketing.

Accepted Answer

Mass markets have indeed fragmented, leading marketers to focus on more targeted and individualized marketing strategies rather than relying solely on mass marketing.

Question 9

Integrated marketing communications calls for recognizing all communications channels where the customer may encounter the company and its brands.

Accepted Answer

Integrated marketing communications (IMC) is a strategic approach that aims to provide a consistent and cohesive message to consumers across all channels of communication. The foundation of IMC is recognizing that customers may encounter a brand in various ways, including advertising, public relations, social media, personal selling, and other forms of promotion. Therefore, companies must develop an integrated marketing plan that combines these channels and ensures that they work together to deliver a unified message to the target audience.

Question 10

Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.

Accepted Answer

The description aligns with the role of a content marketing manager who creates and shares brand messages through various communication channels. Option A, B, C, and E do not fully capture the nature of the role or the mix of communication channels involved.

Question 11

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

Accepted Answer

Delia's is using integrated marketing communication, which involves coordinating all aspects of marketing communication (advertising, sales promotions, public relations, etc.) to deliver a unified and consistent message to the target market.

Question 12

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

Accepted Answer

Integrated marketing communications aim to ensure that all forms of communication and messages are carefully linked together to deliver a clear, consistent, and compelling message across all channels.

Question 13

Companies often fail to integrate their various messages to consumers because ________.

Accepted Answer

Communications often come from different parts of the company, such as marketing, advertising, public relations, and sales, with different objectives and messages, leading to a lack of integration in the overall brand communication.

Question 14

Which of the following statements is true regarding the old mass-media communications model?

Accepted Answer

The statement that "Many viewers are gaining control of message exposure through DVRs and video streaming" is true regarding the old mass-media communications model. The other statements are not true. Mass-media costs are not decreasing; they are still relatively high. Mass-media audiences are decreasing due to the rise of niche media and online platforms. Ad clutter is not decreasing; in fact, it is increasing as advertisers try to reach increasingly fragmented audiences. Finally, internet ad spending continues to grow, and more marketers are shifting toward online advertising.

Question 15

The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

Accepted Answer

The sentence is talking about combining traditional mass media with online, mobile, and social media to enhance the customer's brand experiences. The word "integrate" means to combine or bring together into a whole, which fits well in the context of the sentence.

Question 16

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Accepted Answer

Consumers often struggle to distinguish between different commercial message sources due to the overwhelming amount of marketing content, making it challenging to maintain a clear image of a company and its brands.

Question 17

The integrated marketing concept ties together all of the company's messages and images.

Accepted Answer

The integrated marketing concept involves coordinating and unifying all aspects of a company's marketing communications to ensure a consistent and cohesive message is delivered to the target audience. This includes all messages and images used by the company, such as advertising, public relations, sales promotions, direct marketing, and online communications. By using an integrated approach, companies can build a strong and recognizable brand that resonates with customers and helps to achieve their business objectives.

Question 18

Communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these technologies also give consumers more control over the advertising messages they receive.

Accepted Answer

Communications technologies allow consumers to filter or block unwanted advertising, making it easier for them to control the messages they receive. This can be beneficial for companies that use these technologies to target specific audiences, but they must also be aware of the potential for consumers to opt-out or ignore their messages. Overall, these technologies give consumers more choice and control in their interactions with companies, which can have a significant impact on the effectiveness of advertising campaigns.

Question 19

Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.

Accepted Answer

Direct marketing refers to a range of promotional activities that aim to engage target audiences directly, such as catalogs, direct-response TV ads, kiosks, online advertising, and mobile marketing messages. These channels allow marketers to reach consumers and deliver customized messages and offers that are more relevant and persuasive. Direct marketing can be cost-efficient and measurable, and it is often used to generate leads, create brand awareness, drive sales, and foster customer loyalty.

Question 20

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?

Accepted Answer

Online social networks allow advertisers to target specific demographics, interests, and behaviors of individual users, making it a highly specialized and targeted media selection for personalized content.

Quiz 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy