Group 10 to 1
Ch. 17 Quiz
1. Integrated Marketing Communications represents which of the 4 P’s?
a. Price
b. Product
c. Placement
d. Promotion
2. Integrated Marketing Communication is supposed to provide:
a. clarity, consistency, maximum communicative impact
b. goal orientation
c. minimum return on investment
d. ambiguity
3. What are the 3 elements in any IMC strategy?
a. routes, wholesalers, investors
b. situation, relativity, focus
c. consumer, communication channels, results
d. volunteer, excel, success
4. “Encoding” means:
a. developing computer software
b. solving marketing algorithms
c. converting ideas into a message - verbal, visual or both
d. writing in code
5. In the AIDA model, Awareness leads to Interest, which leads to…
a. Dating and Action
b. Purchase and Remorse
c. Down and Away
d. Desire and Action
6. Sometimes consumers do not act immediately after receiving a marketing communication. This is
known as:
A. the “lagged effect”
B. the “haggard effect”
C. laziness
D. confusion
7. Which of the following is NOT an element of IMC strategy?
a. PR
b. advertising
c. engineering
d. sales promotions
8. “Event sponsorship” and “cause-related marketing” are popular ______tools.
a. electronic media
b. direct marketing
c. personal selling
d. public relations
9. The “objective-and-task method” of budgeting refers to which of the following methods?
a. consultation with a CPA
b. random design
c. set objectives, choose media, determine costs
d. the use of prior sales and communication activities to determine the present budget
10. How does commercial speech differ from noncommercial speech?
a. commercial speech enjoys First Amendment protection
b. noncommercial speech enjoys First Amendment protection
c. commercial speech has no economic motivation
d. commercial speech need not be fact-based
answers
1. D
2. A
3. C
4. C
5. D
6. A
7. C
8. D
9. C
10. B
1. Which of the following is not part of PR media relations?
a)News Releases
b)Speeches
c)Brochures
d)Press kits
2. An example of stealth marketing would be:
a)Promotional text messages
b)Any commercial
c)Product placement in movies
d)Government sales tactics
3. The purchase of a product cannot be attributed to only one particular mode of campaign communication due to _____.
a)the lack of interest
b)lack of awareness
c)the desire effect
d)the lagged effect
4. Noncommercial speech can be described as:
a)a message that does not have an economic motivation and is fully protected by the 1st Amendment
b)a message that does not have an economic motivation and isn't protected by the 1st Amendment
c)a message that does have economic motivation and is fully protected by the 1st Amendment
d)a message that does not have economic motivation and isn't protected by the 1st Amendment
5. Viral marketing is
a)Bad for your health
b)a marketing that encourages people to pass along a marketing message to other potential customers.
c)a strategy to attract consumers using unconventional promotiontactics
d)An example of personal selling
6. What does AIDA stand for?
a)attention, interest, desire, action
b)attention, interest, dedication, action
c)awareness, implementation, desire, action
d)arrival, interest, destination, archives
7. What is the most visible element of IMC?
a)Marketing
b)Customer Service
c)Advertising
d)Public Relations
8. The sender has little, if any, control over what meaning any individual receiver will take from a message because
a)each receiver decodes a message in his or her own way.
b)he does not develop the message.
c)the message does not reach the individuals.
d)of financial constraints.
9. Which among the following is characterized by the ability for personalization of a message?
a)Public relations
b)Advertisements
c)Sales promotion
d)Direct marketing
10. Which among the following is considered the best approach to reach younger consumers, ensuring a response from them that is much higher than through direct mail?
a)Cause-related marketing
b)Text messaging
c)Online couponing
d)Sales promotions
1. C
2. C
3. D
4. A
5. B
6. A
7. C
8. A
9. D
10. B