Question 1

If you send an email and include a link, you can track how many people took the desired action of clicking the link. This is known as

Accepted Answer

The click-through rate (CTR) measures the number of clicks on a link in relation to the number of times the link was shown (impressions). It is commonly used to track the performance of email marketing campaigns.

Question 2

A firm that places 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 falls under the domain of public relations. Hence, the answer is E. None of the other options listed are concerned with building relationships with the media.

Question 3

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) measures the number of clicks that an ad or webpage receives divided by the number of impressions (i.e., the number of times the ad or webpage was shown). Therefore, to estimate reach in terms of electronic media using the CTR, marketers need to know the number of clicks and the number of impressions. The other options (A, C, D, and E) are not directly relevant to calculating the CTR or estimating reach through electronic media.

Question 4

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, which involves setting objectives and then determining the tasks and costs necessary to accomplish those objectives. This method is considered the most systematic and logical approach to developing an IMC budget. The other options (A, B, D, E) do not involve this level of systematic planning and budgeting.

Question 5

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

Accepted Answer

Relevance is the measure of how useful an ad message is to the consumer doing the search. It determines how closely the keywords in the ad match the user's search query and how well they align with their search intent. A relevant ad is more likely to be clicked on and to result in a conversion.

Question 6

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 requires the process to be repeated once for each individual product and service to determine the specific objectives and tasks required for each one. This allows for customization and tailoring of the budget to the unique needs and goals of each offering.

Question 7

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 ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

Accepted Answer

The ad aired only once on commercial television, so the frequency is measured as one.

Question 8

Which of the following is the LEAST interactive IMC strategy?

Accepted Answer

Direct marketing via catalog is the least interactive IMC strategy because it involves sending a catalog directly to the customer without any opportunity for immediate feedback or interaction. The customer can only make a purchase by ordering through the catalog, which is a one-way communication channel. Personal selling, mobile marketing, online marketing via social media, and direct marketing via telemarketing all involve more direct interaction with the customer.

Question 9

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 are looking to engage with their audience more actively. This trend has led to company blogs becoming more interactive, which encourages customer engagement and increases brand loyalty.

Question 10

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 of a consumer to remember a product when prompted with some sort of aid or cue, such as a brand name or logo. In this case, the marketing researcher mentioning the brand serves as the aid that helps Sally remember the brand of toothpaste she uses.

Question 11

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 specifically asking for information on how often consumers saw her firm's IMC message (frequency) and what percentage of the target audience was exposed to the message (reach). This falls under the category of frequency and reach data.

Question 12

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

Accepted Answer

This is a sales promotion tactic as Red Bull is offering free samples to potential customers with the aim of increasing sales and brand awareness.

Question 13

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 viewed by a specific audience during a given time period. In this case, the ad ran six times during one football game, so the frequency for this telecast would be six. Reach refers to the number of unique individuals who see an ad at least once, so it is not the best choice for this question. Gross rating points (GRPs) are a measure of advertising impact that combines the reach and frequency of an ad, so it is not the best choice for this question since we have only been given the frequency. ROI (Return on Investment) is a measure of the financial return from an investment, and click-through rate is a measure of how often people click on an online ad to go through to the advertiser's website. Neither of these measures are relevant to this question, so they are not the best choice.

Question 14

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 create targeted ads that appear at the top of search results when someone searches for the keywords "apartment," "insurance," and "student." This will increase the visibility of George's website and attract more potential customers to his rental insurance services.

Question 15

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 16

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, as it involves the use of mobile devices and location-based services to promote and sell products.

Question 17

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

Mobile marketing refers to marketing efforts that use mobile devices such as smartphones and tablets to promote products and services. Sending a text message to customers announcing new arrivals falls under the category of mobile marketing.

Question 18

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know

Accepted Answer

ROI (return on investment) is calculated by dividing the profit from the investment by the cost of the investment. In this case, the advertising cost would be the cost of the investment, and the sales revenue would be the profit. Therefore, to calculate ROI, Jim needs to know the sales revenue and advertising cost.

Question 19

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 20

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

This represents mobile marketing, as it involves using mobile devices (text messages) to promote and solicit donations.

Quiz 17: Integrated Marketing Communications