Question 1

In evaluating advertising, recall tests are evaluations whereby participants are asked about their recall of specific advertisements.

Accepted Answer

Recall tests measure how well participants remember specific advertisements, assessing the effectiveness of the ad in capturing and retaining audience attention.

Question 2

In evaluating advertising, day-after recall (DAR) tests are evaluations of new advertisements conducted the day after they appear and where respondents are asked about what they remember from the ads viewed the day before.

Accepted Answer

In evaluating advertising, day-after recall (DAR) tests are evaluations of new advertisements conducted the day after they appear and where respondents are asked about what they remember from the ads. Aided recall provides hints, while unaided does not.

Question 3

The goal of copy tests is to obtain the reaction of the target market to an advertisement, before it is produced and launched.

Accepted Answer

The goal of copy tests is to obtain the reaction of the target market to an advertisement as well as their comprehension, before it is produced and launched.

Question 4

Because of the short-term impact of promotions, changes in sales is an effective means of evaluating either a trade or a consumer promotion effort.

Accepted Answer

Because of the short-term impact of promotions and the goal of promotions, changes in sales is an effective means of evaluating either a trade or a consumer promotion effort.

Question 5

The number of inquiries is an effective method of measuring the impact of coupons.

Accepted Answer

The redemption rate is an effective method of measuring the impact of coupons.

Question 6

Personal selling is normally evaluated by sales, since salespeople are hired to sell a product.

Accepted Answer

Sales performance is a key metric for evaluating personal selling, as salespeople are primarily responsible for generating sales and revenue for a company.

Question 7

In terms of global operations, with standardization the goal is to generate economies of scale in production while creating a global product using the same promotional theme.

Accepted Answer

In terms of global operations, with standardization the goal is to generate economies of scale in production while creating a global product using the same promotional theme in every country and market.

Question 8

_____ is(are) all forms of external communications directed toward consumers and businesses with an ultimate goal of developing customers.

Accepted Answer

Promotions are all forms of external communications directed toward consumers and businesses with an ultimate goal of developing customers and generating sales.

Question 9

Promotions refer to

Accepted Answer

Promotions encompass all forms of external communications aimed at consumers and businesses with the goal of developing customers, which aligns with the definition provided in choice B.

Question 10

Integrated marketing communications refer to

Accepted Answer

Integrated marketing communications involve coordinating and integrating all marketing communication tools and sources within a company to create a unified and seamless program.

Question 11

_____ refers to the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program designed to maximize the communication impact on consumers, businesses, and other constituencies of an organization.

Accepted Answer

Integrated marketing communications (IMC) is the approach that ensures all forms of communications and messages are carefully linked together to maximize the impact on the target audience.

Question 12

Integrated marketing communications involve communicating to

Accepted Answer

Integrated marketing communications involve communicating to all of the above, including customers, channel members, employees, and other stakeholders.

Question 13

Advertising refers to

Accepted Answer

Advertising is specifically any form of paid communication directed to an organization's customers and/or other stakeholders.

Question 14

Public relations refers to

Accepted Answer

Public relations involves managing communication between an organization and its publics, including media and stakeholders, to address issues and represent the organization.

Question 15

Sales, or consumer, promotions refer to

Accepted Answer

Sales (consumer) promotions refer to incentives to encourage end-users or consumers to purchase a product and pull it through the channel of distribution.

Question 16

Trade promotions refer to

Accepted Answer

Trade promotions are incentives directed toward channel members, such as wholesalers or retailers, to encourage them to purchase, stock, or push a product through the distribution channel.

Question 17

Personal selling refers to

Accepted Answer

Personal selling is a direct communication approach between the buyer and seller with the express purpose of selling a product.

Question 18

Database marketing refers to

Accepted Answer

Database marketing refers to the collection, analysis, and use of large volumes of customer data to develop marketing programs and customer profiles for the purpose of marketing to them.

Question 19

Direct marketing refers to

Accepted Answer

Direct marketing refers to a direct communication approach between the buyer and seller with the express purpose of selling a product or marketing to them.

Question 20

Traditionally, the promotional mix included all of the following except

Accepted Answer

Direct marketing is not traditionally included in the promotional mix, which typically consists of advertising, sales promotion, personal selling, and public relations.

Quiz 13: Integrated Marketing Communications