Question 1

In a television commercial for Chobani Greek yogurt,the manufacturer Chobani plays which role in the communication process?

Accepted Answer

The sender is the source or originator of the message in the communication process. In this case, Chobani is the manufacturer of the Greek yogurt being advertised in the commercial, and therefore is playing the role of the sender in conveying the message about the product to the audience.

Question 2

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

Accepted Answer

Relevance is the measure used to describe how useful an ad message is to the consumer doing the search. It determines the extent to which the ad aligns with the user's query and meets their needs, increasing the likelihood of a click and ultimately a conversion.

Question 3

Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of

Accepted Answer

This is an example of mobile marketing, as it uses a smartphone app to target and engage customers on their mobile devices.

Question 4

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?

Accepted Answer

The Salvation Army's Mobile Bell Ringer campaign involves sending text messages to mobile phones, which is a form of mobile marketing.

Question 5

Which of the following is true of competitive parity?

Accepted Answer

Competitive parity limits a firm's ability to differentiate itself and address unique challenges and opportunities in a market. It simply assumes that matching competitors' spending levels will lead to similar outcomes, without considering the specific circumstances of the firm.

Question 6

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 term used to describe tracking how many people clicked on a link in an email is the click-through rate (CTR).

Question 7

When using the objective-and-task method of IMC budgeting for multiple products and services,how often must the process be repeated?

Accepted Answer

The objective-and-task method requires a separate budgeting process for each individual product or service. Therefore, the process must be repeated once for each product or service.

Question 8

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

Accepted Answer

The rule-of-thumb method involves using historical data, such as past sales and communication activities, to set the current communication budget.

Question 9

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

Accepted Answer

The store owner is using mobile marketing by sending text messages to preferred customers to inform them of the new clothing arrival.

Question 10

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

Click-through rate (CTR) is calculated by dividing the number of clicks by the number of impressions. Therefore, to estimate reach using CTR, marketers need to know the number of impressions, not the number of destinations (A), cost per click (C), time spent viewing (D), or total number of clicks for the industry (E).

Question 11

Which of the following is the least interactive IMC strategy?

Accepted Answer

Direct marketing via catalog is the least interactive IMC strategy as it involves only a one-way communication where the seller sends the catalog to the customer and the customer can only respond by placing an order or not responding at all. Other options such as personal selling, mobile marketing, online marketing via social media, and direct marketing via telemarketing involve more two-way communication and interaction between the seller and the customer.

Question 12

The manufacturer of Beats by Dr.Dre headphones decides to advertise in the "lifestyles" sections of big-city newspapers.However,this generates a limited response in sales.Which of the following represents a likely breakdown in the communication process here?

Accepted Answer

The message may have been transmitted correctly and decoded correctly but if it did not reach the intended audience, it could result in a limited response in sales. In this case, advertising in the "lifestyles" sections of big-city newspapers may not have effectively reached the target audience that is interested in purchasing Beats by Dr. Dre headphones.

Question 13

As firms become more sophisticated in their communication efforts,the trend is toward company blogs becoming more

Accepted Answer

As firms become more sophisticated in their communication efforts, they realize the importance of engaging with their audience and creating a two-way communication channel. Company blogs are becoming more interactive to encourage and facilitate this engagement.

Question 14

An ad for Bud Light 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 represents the number of times an ad is displayed to the same audience during a specific time period. In this case, the Bud Light ad was aired six times during the football game, which means that the frequency for this telecast is six.

Question 15

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n)________ strategy.

Accepted Answer

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a public relations strategy, as this involves managing communication between a company and its publics, including the media. Personal selling, mobile marketing, advertising, and direct marketing all involve different forms of communication and promotion, but do not necessarily involve managing relationships with the media in the same way as PR does.

Question 16

A firm's marketing communication strategy is formulated specifically to

Accepted Answer

A firm's marketing communication strategy is formulated specifically to communicate the value of its product(s) to target customers and differentiate its products from competitors in the market. It involves creating and implementing effective advertising, sales promotion, public relations, personal selling, and direct marketing strategies to inform, persuade, and influence customers to purchase the firm's products or services. The ultimate goal of marketing communication is to increase sales, revenue, market share, customer loyalty, and profitability for the firm.

Question 17

Yolanda 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.Yolanda is asking for __________ data.

Accepted Answer

Yolanda is asking for information about the exposure of her firm's IMC message, specifically how often people saw it (frequency) and what percentage of the target audience was reached (reach). This falls under the category of frequency and reach data.

Question 18

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." Which of the following will be most helpful to George?

Accepted Answer

Google AdWords will allow George to create targeted advertisements that will appear when users search for the specific keywords he is targeting. This will increase the likelihood that his website will be visited by his target audience. Twitter and a corporate blog may also be helpful in increasing website traffic, but they are not as directly targeted as Google AdWords. Google Chrome and Google Analytical Thinking are not relevant to increasing website traffic.

Question 19

Red Bull sends out student brand managers to distribute free samples to their peers.Which form of marketing communication is this?

Accepted Answer

This is a form of sales promotion, as Red Bull is giving out free samples to encourage trial and purchase of their product.

Question 20

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand.This is known as

Accepted Answer

Aided recall refers to a situation when consumers can remember a brand or product only when prompted or aided by some sort of cue or reminder. In this case, Sally was able to recall the brand of toothpaste when a marketing researcher mentioned it, demonstrating an example of aided recall.

Quiz 18: Integrated Marketing Communications