Question 1

A key element in an IMC program that is used to execute a push strategy is

Accepted Answer

Personal selling is the best choice to execute a push strategy as it involves direct communication and persuasion with potential customers. In a push strategy, the focus is on getting the product in front of the customer and personal selling can be particularly effective in achieving this goal. While advertising, public relations, and direct marketing can also be part of a push strategy, they are not as effective in creating direct connections with customers that are needed for a push strategy.

Question 2

Multiple research studies on the motivation for attending sporting events have found that ________ is(are)one of the least influential factors.

Accepted Answer

The answer of Multiple research studies on the motivation for...

Question 3

The first step in the hierarchy of effects model is

Accepted Answer

According to the hierarchy of effects model, awareness is the first step as it involves the target audience becoming aware of the product or service. Without awareness, it is impossible for consumers to move further down the hierarchy towards other steps such as knowledge, liking, and preference.

Question 4

The second step in the hierarchy of effects model is

Accepted Answer

The hierarchy of effects model follows the sequence: awareness, knowledge, liking, preference, conviction, and purchase. After awareness, the next step is knowledge.

Question 5

Criteria for a good IMC objective include the following except

Accepted Answer

The criteria for a good IMC objective include being specific, having a time frame, and being measurable. However, there is no requirement for the objective to consider cost.

Question 6

Based on the criteria for effective IMC objectives,which of the following would be considered the best?

Accepted Answer

A) is the best choice because it specifies a clear, measurable goal (increase by 100), a specific target (multi-game ticket packages), and a clear deadline (by the beginning of the season), which aligns with the criteria for effective Integrated Marketing Communications (IMC) objectives.

Question 7

Behavioral objectives designed to impact revenue directly can best be accomplished through

Accepted Answer

Sales promotions are specifically designed to encourage customers to make a purchase, thereby directly impacting revenue. Social media, advertising, and sponsorships may indirectly impact revenue, but their primary objective is typically to increase brand awareness or engagement.

Question 8

With a push marketing strategy,the two primary areas of a sports property that involve personal selling are

Accepted Answer

Personal selling in a push marketing strategy often involves selling game tickets and sponsorships, as these require direct interaction and negotiation with potential buyers.

Question 9

The fourth step in the hierarchy of effects model is

Accepted Answer

The fourth step in the hierarchy of effects model is preference.

Question 10

The sixth step in the hierarchy of effects model is

Accepted Answer

The sixth step in the hierarchy of effects model is purchase. This is when the consumer finally decides to buy the product or service after going through the previous steps of awareness, knowledge, liking, preference, and conviction. Hence, the correct answer is D.

Question 11

Which term refers to objectives that connect brand communications to customer responses that can be directly or indirectly measured?

Accepted Answer

Behavioral objectives refer to specific goals and outcomes related to customer behavior or response, which can be measured through various metrics such as sales, website traffic, or social media engagement. Communication objectives refer to the desired messaging and reach of brand communications, but may not necessarily have a direct tie to measurable customer responses. Tactical objectives refer to specific actions and tactics that support the overall marketing or communication strategy, but may not have a direct tie to measurable customer responses. Visionary objectives refer to broader, long-term goals related to the overall vision or mission of the brand, but may not have a direct tie to specific customer responses.

Question 12

Brandon is the marketing manager for a local fitness center.All of the following are good ways to build awareness and engage people with the fitness center to achieve communication objectives except

Accepted Answer

Sales promotions may help in short-term increases in memberships but it is not an effective way to build long-term awareness and engagement with the fitness center. The other options, social media, advertising, and sponsorships, are effective tools for achieving communication objectives and building a strong brand image.

Question 13

The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision."Thinking" corresponds to the stages of

Accepted Answer

The hierarchy of effects model proposes that consumers move through a sequence of steps in the process of making a purchase decision, and "thinking" corresponds to the early stages of the model, specifically awareness and knowledge. This suggests that consumers must become aware of a brand and what it offers, and then acquire knowledge about its features, benefits, and competitive advantages before moving on to the subsequent stages of liking, preference, conviction, and ultimately, action.

Question 14

The third step in the hierarchy of effects model is

Accepted Answer

The answer of The third step in the hierarchy of...

Question 15

Communication objectives are designed to accomplish the following except

Accepted Answer

The answer of Communication objectives are designed to accomplish the...

Question 16

All of the following are IMC objectives except

Accepted Answer

Increasing the number of autograph sessions for fans is not an IMC (Integrated Marketing Communications) objective, as it is more of a tactic or activity rather than a measurable objective related to the overall marketing and communication goals of the organization. The other options are all examples of measurable objectives related to increasing brand awareness, engagement, or attendance.

Question 17

The fifth step in the hierarchy of effects model is

Accepted Answer

The fifth step in the hierarchy of effects model is conviction, which occurs after awareness, knowledge, liking, and preference, leading towards the final step of purchase. Conviction represents a potential customer's mental readiness or conviction to make a purchase.

Question 18

When sponsorships are used as a tactic for achieving communication objectives,the most frequently cited objective is

Accepted Answer

Sponsorships are often used to increase brand awareness, as they can provide a high level of exposure to a target audience through association with a popular event, team, or personality. By sponsoring an event or team, a brand can gain visibility and reach a wider audience. This increased visibility can lead to greater brand recognition and awareness, which is a key objective for many communication campaigns.

Question 19

For achieving communication objectives,the tactic of choice has historically been

Accepted Answer

Media advertising has historically been the tactic of choice for achieving communication objectives due to its ability to reach a large audience and convey a consistent message. It also allows for easy measurement of the effectiveness of the communication effort. However, with the rise of digital marketing and social media, other tactics such as social media advertising and influencer marketing have become increasingly popular.

Question 20

Objectives that lay the foundation for integrated marketing communications to build customer relationships are called

Accepted Answer

Communication objectives are the ones that lay the foundation for integrated marketing communications to build customer relationships. These objectives focus on creating awareness, generating interest, providing information and developing attitudes towards the brand that ultimately lead to customer retention and loyalty. Reaction objectives are more short-term focused, aimed at getting immediate responses from the customer, while behavioral objectives and revenue-generating objectives are more focused on actual customer actions and financial outcomes.

Quiz 8: Planning the Brand Storycommunications Strategy