Question 1

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 frequency and reach data, which is used to determine how often the target audience sees the IMC message and what percentage of the target audience has been exposed to it.

Question 2

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

Text message to preferred customers is a form of mobile marketing, which uses mobile devices such as smartphones to promote products or services.

Question 3

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 an example of sales promotion as Red Bull is distributing free samples to students in order to generate trial and increase sales.

Question 4

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

Accepted Answer

The trend for company blogs is toward becoming more interactive as firms aim to engage with their audience and encourage feedback and interaction.

Question 5

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

Accepted Answer

The frequency of an ad is the number of times it is aired. Since the ad aired only once on commercial television, its frequency is 1.

Question 6

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 is a paid advertising service that enables website owners to display their ads on Google's search engine results page (SERP). By choosing specific keywords such as "apartment," "insurance," and "student," George can ensure that his website is displayed at the top of the SERP when people search for these keywords. This will increase visibility and drive traffic to his website, ultimately increasing the number of visits. Twitter and a corporate blog may help increase engagement with current customers, but they will not necessarily bring more traffic to the website. Google Chrome and Google Analytical Thinking are not relevant in this scenario.

Question 7

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 measures the number of times an ad is shown to the target audience during a specific time frame, in this case, the six times the Bud Light ad aired during the football game. Reach is the measure of the percentage of the target audience that was exposed to the ad at least once. Gross rating points (GRPs) are a combination of reach and frequency, and ROI and click-through rate are more commonly used for online advertising.

Question 8

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 Mobile Bell Ringer campaign utilizes text messages on cell phones to solicit donations, which falls under the category of mobile marketing.

Question 9

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 of IMC budgeting must be repeated for each individual product and service. This is because each product or service may have different objectives and tasks, and therefore require a unique budgeting strategy.

Question 10

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

Accepted Answer

Public relations is focused on building relationships with the media, stakeholders, and the public to create a positive image of the company or its products. The goal is to manage and enhance the company's reputation and credibility through various communication channels, including media relations, events, social media, and other promotional activities. This involves crafting compelling stories and messages that resonate with the target audience and addressing any negative publicity or criticism through effective crisis management. Personal selling, mobile marketing, advertising, and direct marketing are all more focused on promoting products or services directly to potential customers, rather than building relationships with the media specifically.

Question 11

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

Accepted Answer

The answer of Using prior sales and communication activities to...

Question 12

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

Charming Charlie's use of a smartphone app and instant coupon is an example of mobile marketing, which involves utilizing mobile devices to promote products or services to consumers.

Question 13

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the ________ method of establishing an IMC budget.

Accepted Answer

Julie is following the objective-and-task method of establishing an IMC budget where she sets specific objectives, chooses media to achieve those objectives, and determines the cost for each product to be promoted. This method is considered the most rational approach to budget setting as it ensures that the budget is aligned with the specific marketing goals of the firm.

Question 14

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 sending a catalog to potential customers who can browse through the items but cannot interact with the company in real-time or provide feedback. Personal selling, mobile marketing, online marketing via social media, and direct marketing via telemarketing all involve some level of interaction between the company and the customer.

Question 15

Which of the following is true of competitive parity?

Accepted Answer

Competitive parity assumes that firms should match their competitors' communication budgets, regardless of their unique opportunities or problems. This can limit a firm's ability to differentiate itself from competitors and exploit its strengths.

Question 16

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.

Question 17

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 on an ad or link by the number of impressions (i.e. the number of times the ad or link was displayed). Therefore, to estimate reach using CTR, marketers need to know the number of clicks and the number of impressions, both of which are options in the answer choices. However, only option B specifically refers to the number of impressions, so it is the correct answer. Options A, C, D, and E are not directly related to estimating reach using CTR.

Question 18

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 the ability to remember a brand or product only when it is mentioned or prompted by someone else, such as a marketing researcher. This is in contrast to unaided recall, where a person is able to remember a brand or product without any external prompts. Top-of-mind awareness refers to the first brand or product that comes to a person's mind when they think of a particular category, such as toothpaste. Brand preference and brand indifference refer to a person's level of favorability or lack of interest towards a particular brand.

Question 19

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

Accepted Answer

Relevance describes how closely an ad matches the intent and needs of the consumer doing the search, making it a measure of how useful the ad is to the consumer.

Question 20

When 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, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

Accepted Answer

Gross Rating Points (GRP) are calculated by multiplying reach by frequency. In this case, GRP = 40 (reach) x 4 (frequency) = 160.

Quiz 17: Integrated Marketing Communications