advertising and digital communications latest update 2022
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ADMS 2200 CHAPTER 14
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ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
What is said to be at the heart of integrated marketing communications?
a. product
b. brand
c. organization
d. customer
ANSWER: d
What is the function of informing, persuading, and influencing the consumer’s purchase
decision called?
a. salesmanship
b. advertising
c. promotion
d. communication
ANSWER: c
What would be a goal of any integrated marketing communication system?
a. to create a unified message at the lowest possible cost
b. to create a message that will keep the consumer from tuning out
c. to hire an agency to handle each element of the promotional strategy
d. to consolidate the promotional responsibilities within an organization
ANSWER: b
What does an integrated marketing communications strategy begin with?
ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
,ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
a. separating the parts of the promotional mix into categories based on the media that is being
utilized
b. isolating and eliminating non-promotional contacts between the consumer and the
organization
c. consumer wants and needs, working in reverse to the product, brand, or organization
d. the realization that different components of promotion should deliver different
messages to their target audiences
ANSWER: c
Delite, a food and beverage company, is launching a new range of frozen food. Which of
the following should be the first step taken by the marketing department in order to develop
an effective IMC strategy?
a. Design ads for the print and electronic media for maximum reach.
b. Identify wants and needs of consumers.
c. Establish the product as a superior addition to the existing product range.
d. Isolate parts of the promotional mix and allocate
them to appropriate departments.
ANSWER: c
What term refers to the coordination of all a firm’s promotional activities to produce a
unified, customer-focused message?
a. customer orientation
b. the marketing concept
ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
,ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
c. integrated marketing communications
d. comprehensive marketing activities
ANSWER: c
In an integrated marketing communications program, which of the following is NOT
one of the ways in which a customer may have contact with the organization?
a. direct mail
b. Internet messages
c. personal selling
d. competitor feedback
ANSWER: d
What will often result from the successful implementation of Integrated Marketing
Communications?
a. media saturation
b. higher audience reach
c. identifying several unexpected new target market opportunities
d. synergies and interdependence of the promotional mix elements
ANSWER: d
What does teamwork in applying a successful integrated marketing communications program
involve?
ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
, ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
a. clear definition of the responsibilities of each department in creating the promotional mix
b. in-house resources and outside vendors
c. reorienting employees to put the customer first
d. mutual admiration for the successes of each department in
implementing the promotional mix
ANSWER: b
Sam just received a free trial sample of cereal bars that he found hanging on his doorknob.
What is this an example of?
a. direct sampling
b. direct marketing
c. personal selling
d. guerrilla marketing
ANSWER: a
Which of the following acts as the source of the message communicated to the receiver in the
communication process?
a. decoder
b. sender
c. messenger
d. sponsor
ANSWER: b
ADMS 2200 CHAPTER 14 INTEGRATED MARKETING
COMMUNICATIONS, ADVERTISING AND DIGITAL
COMMUNICATIONS LATEST UPDATE 2022
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