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| 1 | |
Personal selling, advertising, public relations and direct marketing are all part of: |
| | A) | communications channel management. |
| | B) | sales promotions. |
| | C) | business to business, but not business to consumer marketing. |
| | D) | strategic communications planning. |
| | E) | integrated marketing communications. |
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| 2 | |
The IMC communication process model includes all of the following EXCEPT: |
| | A) | noise. |
| | B) | the sender |
| | C) | the objective and task method. |
| | D) | the transmitter. |
| | E) | feedback. |
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| 3 | |
Which of the following is NOT one of the steps in the AIDA model? |
| | A) | Awareness |
| | B) | Desire |
| | C) | Action |
| | D) | Determination |
| | E) | Interest |
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| 4 | |
The first goal of a marketing communication is to: |
| | A) | generate consumer feedback. |
| | B) | eliminate noise. |
| | C) | determine the budget to support the communications effort. |
| | D) | gain the attention of the consumer. |
| | E) | anticipate ethical objections. |
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| 5 | |
For any communications campaign to succeed, the firm must deliver _______ to the right audience through the right media. |
| | A) | the right product |
| | B) | the right service |
| | C) | the right message |
| | D) | the right price |
| | E) | the right place. |
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| 6 | |
Many marketers are shifting marketing communication resources away from ________________ and toward direct marketing. |
| | A) | advertising |
| | B) | personal selling |
| | C) | executive salaries |
| | D) | operations |
| | E) | public relations |
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| 7 | |
The form of direct marketing that delivers messages to cellular telephones and PDAs has been used for innovative applications to address the personal needs of consumers. This practice is known as: |
| | A) | commercial texting. |
| | B) | m-commerce. |
| | C) | neon-green marketing |
| | D) | techno-direct marketing |
| | E) | electronic customization |
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| 8 | |
When customers use the Internet to review, communicate about and gather data about products, services and deals with friends and family, they are engaged in: |
| | A) | social marketing |
| | B) | social shopping |
| | C) | e-comparison shopping |
| | D) | group decision making |
| | E) | interactive shopping |
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| 9 | |
Comparative parity, percentage-of-sales, and affordable budgeting are all _____________ used to set budgets. |
| | A) | objective-and-task methods |
| | B) | rule-of-thumb methods |
| | C) | AMA and AICPA approved methods |
| | D) | old-fashioned and out-of-date methods |
| | E) | quantifiable methods |
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| 10 | |
To measure the effectiveness and efficiency of a firm's Web-based IMC efforts, marketers have adapted old tools to develop the kinds of metrics that allow for useful comparisons. Marketers will likely use: |
| | A) | Web-tracking software. |
| | B) | click-through tracking. |
| | C) | online couponing. |
| | D) | online referring |
| | E) | any or all of the above. |
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| 11 | |
To reach out to new customers using the Internet, a marketer will seriously consider using ________________ to ensure customers search for his or her products and have an opportunity to find them. |
| | A) | click-throughs |
| | B) | guided searches |
| | C) | CRM database marketing |
| | D) | search engine marketing |
| | E) | "hot words" |
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| 12 | |
IMC brings together a variety of efforts, and marketers must be careful to take care in using _____________ which has an economic motivation and should be fact-based. |
| | A) | commercial speech |
| | B) | noncommercial speech |
| | C) | advertising language |
| | D) | message-based information |
| | E) | business communication |
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