Question 1

Companies must allocate the marketing communications budget over the eight major modes of communication,including-advertising,sales promotion,public relations,events,sales force,interactive marketing,word-of-mouth,and ________.

Accepted Answer

The answer of Companies must allocate the marketing communications budget...

Question 2

Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.

Accepted Answer

The competitive-parity method involves setting the promotions budget to match competitors' spending in order to achieve share-of-voice parity. This approach assumes that competitors' spending is a good benchmark for determining the appropriate level of spending.

Question 3

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

Accepted Answer

Complementarity refers to how communication options work together and enhance each other's effectiveness. This is particularly relevant when multiple communication options are used at once, as their combined effect can be greater than the sum of their individual effects.

Question 4

Which of the following is NOT one of the advantages of having an integrated marketing communications program?

Accepted Answer

Increased consumer involvement is actually one of the advantages of having an integrated marketing communications program, so D is not correct. A, B, C, and E are all advantages of an integrated marketing communications program.

Question 5

Personal selling is the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.Personal selling has three distinctive qualities.These are personal interaction,response,and ________.

Accepted Answer

The answer of Personal selling is the most effective tool...

Question 6

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

Accepted Answer

The type of product market, consumer readiness, and stage in the product life cycle all impact the development of the communications mix. Therefore, the best choice is A) product life cycle.

Question 7

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated?

Accepted Answer

Clutter is not one of the six criteria used to determine whether communications are truly integrated. The other five criteria are coverage, contribution, commonality, complementarity, and continuity.

Question 8

Communication tools vary in cost-effectiveness at different stages of buyer readiness.________ and publicity play the most important role in the awareness-building stage.

Accepted Answer

The answer of Communication tools vary in cost-effectiveness at different...

Question 9

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

Accepted Answer

Behavior-change is the ultimate measure of the effectiveness of a firm's communication investment because it shows how well the communication has influenced the target audience to behave in a certain way. This could be in the form of increased sales, brand loyalty, or customer satisfaction. Purchase and action are related, but they only measure a specific type of behavior, whereas behavior-change measures the overall impact of the communication investment. Inaction and none of the above are incorrect because they do not capture any measure of effectiveness.

Question 10

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

Accepted Answer

A multiple media campaign, which utilizes a variety of platforms and channels such as television, social media, radio, and print, can increase the reach of the message and have a bigger impact on the audience. By using multiple channels, the campaign can reach a wider audience, reinforce the message, and create a more memorable experience for the target demographic. Therefore, the best choice is C, which states that the campaign can increase message reach and impact.

Question 11

Sales promotions tools offer three distinctive benefits to marketers.Among these benefits are communication,invitation,and ________.

Accepted Answer

Sales promotions tools offer communication by informing customers about the promotion, invitation by encouraging them to participate in the promotion, and incentive by offering them a reason to buy or take action. Credibility is not a direct benefit of sales promotions tools, and impersonality and exclusion are not desirable outcomes. Inclusion could be a benefit but it is not a commonly recognized one.

Question 12

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

Accepted Answer

The method described in the question is percentage-of-sales method, which sets promotion expenditures as a percentage of current or anticipated sales or of the sales price. The other budgeting methods listed in the question are not applicable to this scenario. Therefore, the best choice is B, percentage-of-sales method.

Question 13

________ is/are the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.

Accepted Answer

Personal selling is the most effective tool at later stages of the buying process because it involves direct and personalized interaction between the salesperson and the buyer. This allows for the salesperson to address any concerns or objections the buyer may have and provide tailored solutions to meet their specific needs. Personal selling is particularly effective in building up buyer preference, conviction, and action as the salesperson can use persuasive techniques to encourage the buyer to take action and make a purchase.

Question 14

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.

Accepted Answer

The answer of Integrated marketing communications is a concept of...

Question 15

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

Accepted Answer

Pervasiveness refers to the ability of advertising to reach a wide audience through various channels such as TV, radio, print, online, and outdoor media. This helps build a long-term image for the product among the masses. The other options are not necessarily associated with advertising as a key quality.

Question 16

A one-time mailing offering a cookware item is an example of a ________.

Accepted Answer

The answer of A one-time mailing offering a cookware item...

Question 17

Senior managers want to know the outcomes and revenues resulting from their communications investments.Too often,however,their communications directors supply only ________ and expenses.

Accepted Answer

Senior managers want to know the outcomes and revenues resulting from their communications investments. Therefore, the communications directors should supply outputs (results and outcomes) rather than just inputs (resources) and expenses. Measures could be included in the outputs, but they alone may not provide a clear picture of outcomes and revenues. "Ads" and "none of the above" are not relevant options.

Question 18

Marketing functions must be coordinated to ensure ________ among communications tools.

Accepted Answer

Substitutability refers to the extent to which one communication tool can replace or be substituted for another. The coordination of marketing functions is crucial in ensuring that there is no overlap or duplication in the use of different communication tools, which could result in wasted resources and confusion among customers. Effective coordination helps to ensure that each communication tool serves a unique purpose and complements the others, resulting in maximum efficiency and effectiveness of the overall marketing strategy. Therefore, substitutability is the most appropriate term to describe this coordination.

Question 19

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

Accepted Answer

The answer of An effectively trained company sales force can...

Question 20

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

Accepted Answer

The answer of The appeal of public relations and publicity...

Quiz 17: Designing and Managing Integrated Marketing Communications