Question 1

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 refers to the number of times an ad is displayed or broadcasted during a specific time period, in this case, the Bud Light ad was shown six times during the televised football game. Therefore, six would be the frequency for this telecast. Reach refers to the number of unique people who saw the ad, gross rating points is a measure of advertising impact calculated by multiplying the reach of the ad by the frequency, ROI is a measure of the return on investment for the ad, and click-through rate is a measure of the number of clicks an online ad receives.

Question 2

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 is when a consumer can recall a brand or product with the help of prompts, such as a list of options or a description. In this scenario, Sally was able to recall the brand of toothpaste only when prompted by the marketing researcher, indicating that it was aided recall.

Question 3

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 option that describes tracking how many people clicked on a link in an email is the click-through rate. Option A is the only one that fits this description. Impressions refer to the number of times an ad is displayed, frequency refers to the number of times an ad is shown to the same person, gross rating points are a measure of ad effectiveness, and reach refers to the potential audience size of an ad.

Question 4

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

Accepted Answer

Developing and maintaining positive relationships with the media is the primary function of public relations, making option E the correct answer. Personal selling, mobile marketing, advertising, and direct marketing all involve different tactics and strategies that do not necessarily involve the media.

Question 5

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 frequency and reach of her firm's IMC message, which refers to how often consumers see the message and what percentage of the target audience is exposed to it. Therefore, the best choice is E, frequency and reach.

Question 6

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

Accepted Answer

Relevance is the measure that describes how useful an ad message is to the consumer doing the search. It is important for ad messages to be relevant to the user's search query to increase the chances of them clicking on the ad and converting to a customer.

Question 7

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 that company blogs are not just a one-way communication tool. They need to be interactive, allowing customers to engage in conversations and provide feedback. Therefore, the trend is toward company blogs becoming more interactive.

Question 8

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 that the process be repeated once for each individual product and service in order to determine the specific objectives and tasks needed to achieve the desired results for each offering. This ensures that the budget accurately reflects the unique needs and goals of each product or service.

Question 9

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 scenario is an example of mobile marketing, as it involves the use of a smartphone app to offer promotions to customers.

Question 10

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

The answer of When Yolanda asked her firm's advertising agency...

Question 11

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 out a text message to her preferred customers. Mobile marketing is the practice of promoting products or services through mobile devices such as smartphones or tablets.

Question 12

Which of the following is the least interactive IMC strategy?

Accepted Answer

Direct marketing via catalog is the least interactive IMC strategy since it does not involve any two-way communication between the company and the receiver. The receiver simply receives the catalog and decides whether or not to make a purchase without any further interaction.

Question 13

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 14

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 using the objective-and-task method of establishing an IMC budget because she is setting objectives first, then choosing media, and finally determining costs for each product to be promoted. This method involves determining what objectives need to be accomplished, what tasks must be performed, and the specific costs associated with performing these tasks. It is a more systematic and detailed method than the rule-of-thumb method, which relies on industry averages or historical data to determine budget allocations.

Question 15

Jim was asked to determine the impressions for an ad campaign.He will determine

Accepted Answer

The answer of Jim was asked to determine the impressions...

Question 16

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 mobile marketing, as it involves sending text messages to individuals to solicit donations.

Question 17

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 browsers who use the terms apartment,insurance,and student.Which of the following will be most helpful to George?

Accepted Answer

Google AdWords allows George to target specific keywords and reach potential customers who are searching for those keywords on Google. This will increase the visibility and click-through rate of his website, resulting in more visits. Twitter and a corporate blog can also be helpful for increasing website traffic, but they may not be as targeted as Google AdWords. Google Chrome and Google Analytical Thinking are not relevant to this specific goal.

Question 18

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

Accepted Answer

Red Bull's distribution of free samples by student brand managers is an example of sales promotion, as it involves a short-term incentive to encourage trial and purchase of the product.

Question 19

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

The click-through rate (CTR) is calculated by dividing the number of clicks an advertisement or webpage received by the number of impressions (number of times it was displayed). Therefore, to estimate reach in terms of electronic media using CTR, marketers need to know the number of clicks and the number of impressions. The other options (A, C, D, and E) are not necessary for calculating CTR or estimating reach.

Question 20

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 the ad is measured by how many times it was aired to the target audience, which is not specified in the prompt. However, since the ad only aired once on commercial television, the frequency can only be 1.

Quiz 17: Integrated Marketing Communications