Question 1

_____ is the process for planning,executing,evaluating,and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.

Accepted Answer

Integrated marketing communications management is the process of planning, executing, evaluating, and controlling the use of various promotional-mix elements to effectively communicate with target audiences. It involves managing advertising, public relations, sales promotion, personal selling, and direct marketing to create a consistent and coordinated message that resonates with the brand's values and the target audience's interests. This approach ensures that all communication efforts work together to achieve the overall marketing objectives.

Question 2

In response to allegations that it charged African-Americans higher mortgage rates than others,the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm's lending offices.Their reports were released to the news media.This is an example of:

Accepted Answer

This situation is an example of public relations. The company is using a tactic to improve its public image and address negative allegations by showing that it is taking action and making efforts to ensure fair treatment for all customers regardless of race.

Question 3

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

Accepted Answer

Public relations involves evaluating public attitudes and developing policies and procedures that align with the public interest. It also involves executing strategies to earn public understanding and acceptance, which includes managing media relations, crisis management, and community outreach. Direct marketing, sales promotion, and publicity focus more on promoting products or services to consumers, while corporate affairs may involve more internal operational issues within an organization.

Question 4

Which of the following organizations is most likely to rely heavily on personal selling?

Accepted Answer

Business-to-business marketers of high-tech equipment like robotic surgical equipment typically require personal selling to communicate the benefits and complexities of their products to potential buyers.

Question 5

Public relations involves all of the following EXCEPT:

Accepted Answer

Public relations involves managing the communication between an organization and its audience, building and maintaining relationships with stakeholders, and creating a positive image of the organization. Product design is not a part of public relations, as it mainly focuses on the appearance, functionality, and features of a product. The other options, such as sponsoring a fun run or participating in community efforts, are all examples of public relations activities.

Question 6

Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences.Kerry is engaged in:

Accepted Answer

Kerry is engaged in integrated marketing communications management, which involves evaluating and coordinating the use of various IMC tools to effectively communicate with target audiences. This includes identifying the strengths and weaknesses of each tool and making recommendations for how they can be used in a coordinated and strategic manner. Survey research strategies, account-client articulation agreements, derived demand analysis, and efficient synergy management may all be components of IMC management, but they are not the specific activity Kerry is engaged in.

Question 7

Which of the following statements accurately describe how mass communication differs from personal communication?

Accepted Answer

Interpersonal communication allows for more personalized and adaptable messages to suit the receiver's needs, unlike mass communication which is more generalized.

Question 8

What is the major advantage of personal selling over advertising as a communication method?

Accepted Answer

Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly. This means that the salesperson can tailor their approach and message to the specific needs and preferences of the customer, which can lead to a more successful sale. Additionally, personal selling allows for two-way communication, allowing the salesperson to answer any questions or concerns the customer may have in real-time, which can also help facilitate the sale.

Question 9

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization,product line,or brand.

Accepted Answer

A marketing plan is a written document that outlines the overall marketing strategy and programs developed for an organization, product line, or brand. It includes analysis of the current situation, target market, marketing mix, budget, and implementation and control measures. A promotional plan focuses specifically on the promotional activities of the marketing plan, while a communication plan outlines the communication strategy and tactics for a specific campaign or initiative. A marketing audit evaluates the effectiveness of the organization's overall marketing effort, and a situation analysis is a component of the marketing plan that analyzes the internal and external factors that affect the organization's marketing performance.

Question 10

Business-to-business marketers who sell expensive,risky,and often complex products rely most heavily on which of the following promotional tools?

Accepted Answer

Personal selling is the most effective promotional tool for selling expensive, risky, and complex products because it allows for direct communication and demonstration of the product's features and benefits, as well as addressing any concerns or objections the customer may have. This type of selling is more personalized and can establish stronger relationships with customers, leading to higher levels of trust and satisfaction.

Question 11

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

Accepted Answer

Personal selling involves direct interaction between the salesperson and the customer, allowing for immediate feedback and the ability to address customer concerns or questions on the spot.

Question 12

When an organization systematically plans and distributes information in an attempt to control and manage the nature of the publicity it receives and its image,it is engaging in a function known as:

Accepted Answer

The function described in the question is that of public relations, which involves managing the organization's relationship with the public and distributing information in a strategic manner to control its image and reputation. Image management, advertising, integrated marketing, and sales promotion are all related and important functions, but they do not specifically refer to the management of an organization's public image and communication.

Question 13

The second stage of the IMC planning process is the:

Accepted Answer

The second stage of the IMC planning process is the promotional analysis, which includes analyzing the target market, competition, and current promotional strategies. The other options listed are not the second stage of the process.

Question 14

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

Accepted Answer

Personal selling is the promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. This can be through face-to-face meetings, phone calls, video conferencing, or other personalized interactions. Personal selling allows for a more tailored approach to selling and can help build relationships with customers.

Question 15

How does the integrated marketing communications plan approach differ from traditional approaches to promotion?

Accepted Answer

The IMC approach recognizes the importance of using a variety of promotional tools and ensuring consistency in messaging, while traditional approaches may focus on only one or two promotional methods.

Question 16

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers.News of the lawsuit was reported by the wire service,and it appeared in several newspapers.This is an example of:

Accepted Answer

This is an example of negative publicity because it involves an accusation of discrimination, which is a negative attribute, and can damage the lender's reputation.

Question 17

A review of a movie in Newsweek magazine or on the Good Morning America television show is an example of:

Accepted Answer

A review in a magazine or television show is an example of publicity or public relations, which involves generating positive media coverage for a product or service without paid advertising. Personal selling involves face-to-face communication between a salesperson and a potential customer to persuade them to make a purchase. Promotion is a broader term that encompasses various marketing tactics, including advertising, personal selling, and public relations. Advertising involves paid promotion through various media channels such as print, radio, TV, or online. Media-selling is not a common term in marketing and does not apply in this context.

Question 18

A marketing plan usually includes all of the following EXCEPT:

Accepted Answer

While a marketing plan includes information on hiring guidelines and may recommend specific criteria for hiring, it does not typically include all of the procedures for hiring all marketing personnel. This information is usually contained in separate human resources documents or policies.

Question 19

A marketing plan usually includes:

Accepted Answer

The answer of A marketing plan usually includes:
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Question 20

The first step in the IMC planning process is:

Accepted Answer

The first step in the Integrated Marketing Communications (IMC) planning process is a review of the marketing plan, which provides the foundation for developing the IMC strategy by understanding the overall marketing strategy and objectives.

Quiz 1: An Introduction to Integrated Marketing Communications