Question 1

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 cornerstone of public relations strategy. Public relations professionals work to secure positive media coverage through tactics such as press releases, media events, and pitching story ideas to reporters.

Question 2

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 to impressions (number of times the ad is displayed) and does not consider the number of destinations, cost per click, or the amount of time consumers spend viewing the ad or page. The total number of clicks recorded by the industry may be useful for benchmarking purposes, but it is not necessary to calculate the CTR for estimating reach.

Question 3

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 simply sending a catalog to potential customers without any personalized communication. The other options involve more interaction and communication with the customer, such as personal selling, mobile marketing, online marketing via social media, and direct marketing via telemarketing.

Question 4

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 measures the number of times an ad is shown to the same person or audience during a specific time period. In this case, the ad ran six times during one televised football game, so the frequency for this telecast would be six. Reach measures the total number of different people or households that were exposed to the ad at least once during the same time period, while gross rating points (GRPs) measures the total impact of an ad campaign based on both reach and frequency. ROI measures the return on investment for an ad campaign and is not applicable in this context. Click-through rate is a metric used in digital advertising to measure the number of clicks on an ad relative to the number of times the ad was shown.

Question 5

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. This is because each product or service may have different objectives and tasks, and therefore requires a unique budget.

Question 6

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, which involves marketing efforts directed towards consumers through their mobile devices.

Question 7

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 click-through rate measures how many people clicked on a specific link in an email or advertisement, which is the desired action.

Question 8

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

Accepted Answer

Relevance measures how closely an ad message aligns with the user's search intent and how useful it is to the consumer doing the search. The more relevant the ad message, the higher the chance it will be clicked on and generate conversions.

Question 9

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 10

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 form of sales promotion, as Red Bull is giving away free samples to encourage trial and purchase of their product.

Question 11

As firms become more sophisticated in their communication efforts,the trend is toward company blogs becoming more

Accepted Answer

The question is asking about the trend of company blogs as firms become more sophisticated in their communication efforts. As firms become more sophisticated in their communication efforts, they are likely to become more interactive with their customers, and bloggers are likely to become more engaged with their readers. Therefore, the trend is toward company blogs becoming more interactive.

Question 12

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 is a service that allows businesses to display ads on Google's search results pages and other websites. By targeting specific keywords or phrases, such as "apartment," "insurance," and "student," George can increase the likelihood that his ads will be seen by the right audience and drive more traffic to his website. Twitter and a corporate blog can also be useful for promoting the insurance firm, but they may not be as effective for targeting specific keywords. Google Chrome is a web browser and Google Analytics is a tool for tracking website traffic, but neither of these options will directly help George increase website visits through targeted advertising.

Question 13

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 frequency and reach data, which are measures of how often consumers see the message and how many people in the target audience are exposed to it. Options A, B, C, and D are not relevant to Yolanda's request.

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, which involves setting objectives, choosing media, and determining the cost for each product to be promoted. This method is considered the most effective because it links the budget directly to the objectives and ensures that each activity has a clear purpose and measurable outcome. The other options listed (A, B, D, and E) are not relevant to this specific method of establishing a budget.

Question 15

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 (or revenue) generated from the investment by the cost of the investment. In this case, to determine the ROI of the advertising effort, Jim needs to know the sales revenue generated from the effort and the cost of the advertising. Therefore, the correct answer is C, sales revenue and advertising cost.

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 campaign involves using mobile phones to send text messages to potential donors, which is an example of mobile marketing.

Question 17

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 1, as it only aired once on commercial television.

Question 18

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 19

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

Sending a text message to customers is an example of mobile marketing, which targets consumers through their mobile devices.

Question 20

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 or brand when given some form of aid or prompting, such as when a marketing researcher mentioned the brand name to Sally. Unaided recall would be the ability to recall the brand without any external prompting, while top-of-mind awareness refers to a brand or product being the first one that comes to mind when a consumer thinks of a particular category. Brand preference and brand indifference are related to a consumer's attitude towards a brand or product, but not necessarily related to their ability to recall it.

Quiz 18: Integrated Marketing Communications

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

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