Question 1

Budgeting for marketing expenses by using money available after operating costs and profits have been budgeted is known as the __________ method.

Accepted Answer

The available budget method involves allocating the remaining budget after operating costs and profits have been budgeted. This ensures that marketing expenses do not exceed the company's overall budget and financial capability. The other methods listed (competitive parity, percentage of sales, and objective and task) do not involve allocating the budget after operating costs and profits.

Question 2

If you send an email 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

Click through rate refers to the percentage of email recipients who clicked on a specific link in an email. It is a commonly used metric to measure the success of email campaigns and track user engagement.

Question 3

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 4

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 the frequency (how often consumers saw the message) and reach (what percentage of the target audience was exposed to the message) data, which are both measures of advertising effectiveness. A and B are not relevant to the question Yolanda is asking. C is a possible goal of advertising, but not the specific data that Yolanda is requesting. D refers to a method of determining advertising budgets, but not the data Yolanda is looking for.

Question 5

Ramon is starting his own plumbing supply store featuring designer and restoration hardware.As in any start-up,he will have to watch expenses carefully.He knows he will have to pursue a number of different communications approaches,but he is not sure how to measure the effectiveness of the effort.What advice would you give him?

Accepted Answer

All of the given options are important for Ramon to consider as he starts his own plumbing supply store. The lagged effect means that the impact of the communication efforts might not be immediately measurable, while the cumulative effect suggests that multiple impressions will be required to connect with customers. It is also important to measure each step in the process and understand that any cuts to expenses will take a while to show an effect. By considering all of these factors, Ramon can better evaluate the success of his marketing efforts and make adjustments as needed.

Question 6

Which of the following is not a rule-of-thumb method for IMC budgeting?

Accepted Answer

Objective and task is not a rule-of-thumb method; it is a more strategic approach that involves setting specific objectives and determining the tasks needed to achieve them.

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 refers to the number of times an advertisement is displayed to a person during a specific time period. In this case, the Bud Light ad ran six times during the televised football game, making six the frequency for this telecast. Reach refers to the number of people who saw the advertisement, gross rating points combine reach and frequency, ROI is a measure of return on investment, and click-through rate is typically used for online advertising.

Question 8

Firms can use __________ to bring customers together to share experiences around the products.

Accepted Answer

Social media platforms provide a way for firms to connect with customers and create communities centered around their products. This allows customers to share experiences, provide feedback, and engage with each other, which can help build brand loyalty and increase sales.

Question 9

A __________ can be used to create positive word of mouth,help customers form a community,and develop long-term relationships between customers and the company.

Accepted Answer

A corporate blog allows for consistent communication between the company and its customers, which can lead to positive word of mouth and the development of a customer community. It also allows for the company to establish itself as an expert in its field and to provide ongoing value to its customers, which can foster long-term relationships. The other options listed do not provide the same opportunities for communication, relationship-building, or community-building as a corporate blog.

Question 10

Naomi is IMC manager for a chain of regional income tax service providers.Franchisees pay a percentage of their revenue to an IMC account allocated to her.As she establishes the short-term goals for her firm's IMC efforts,her goals are likely to include:

Accepted Answer

As the IMC manager, Naomi's primary goal is to promote and generate more leads for the income tax services offered by the franchisees. Therefore, the short-term goal should focus on increasing awareness, inquiries, and trial of the firm's services to drive more business for franchisees. Option A and B are also important long-term goals, but they are not specific to short-term IMC efforts. Option D and E are not relevant to the goals of an IMC manager.

Question 11

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 uses text messages and cell phones for soliciting donations, which is an example of mobile marketing.

Question 12

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, as she first sets objectives, then chooses media, and finally determines the cost for each product to be promoted. This method involves identifying specific communication objectives, determining the tasks required to accomplish those objectives, and estimating the costs associated with performing each task.

Question 13

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 a text message to her preferred customers to announce the arrival of new clothing.

Question 14

Competitive parity,percentage-of-sales,and available budget are types of ________________________ IMC budgeting.

Accepted Answer

These are all methods of setting an IMC (Integrated Marketing Communications) budget based on rules of thumb, rather than specific objectives or tasks.

Question 15

Lamar is assessing the long-term effectiveness of his firm's IMC efforts.He will probably analyze the firm's success in:

Accepted Answer

An analysis of the firm's success in increasing market share, sales, and customer loyalty would provide a clear indication of the long-term effectiveness of its IMC efforts. These metrics are the ultimate goals of any marketing program, and analyzing them would reveal whether or not the IMC campaign has been successful. Options A, C, D, and E are not relevant to assessing the long-term effectiveness of IMC efforts.

Question 16

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 revenue generated by an investment by the cost of that investment. In this case, the investment is the advertising effort, so Jim needs to know both the sales revenue generated as a result of the advertising and the cost of the advertising itself in order to calculate ROI. Therefore, choice C (sales revenue and advertising cost) is the best choice. The other choices either do not include the necessary information (A, B, and D) or include information that is not directly relevant to calculating ROI (E).

Question 17

If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market,what IMC budgeting method is it using?

Accepted Answer

The method described in the question is the competitive parity budgeting method, where a company sets its communication budget based on what its competitors are spending. The aim is to ensure that the firm's share of communication expenses is equal to its market share, which implies that the company is spending the same amount on communication as its competitors in the market. This method is used to avoid either overspending or underspending on communication, as both can have negative impacts on a company's marketing performance.

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 a situation where the person is provided with some sort of aid, such as a cue or a prompt, to help them remember a brand or product. In this case, the marketing researcher mentioning the brand acted as an aid for Sally's recall.

Question 19

The goals of IMC need to:

Accepted Answer

The goals of IMC need to be explicit and measurable in order to determine their effectiveness and make necessary adjustments. The other choices are not accurate.

Question 20

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 the ratio of clicks on a specific link to the number of times it was displayed. In order to estimate reach in terms of electronic media, marketers can use CTR by dividing the number of clicks by the number of impressions, which is the number of times the ad or page was displayed. Therefore, the number of impressions is needed to calculate the CTR.

Quiz 16: Integrated Marketing Communications