MKT2413 CHAPTER 8

1. Define integrated marketing communications.

 

A. recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines

 

B. the action or business of promoting and selling products or services, including market research and advertising

 

C. the act of transferring information from one place, person or group to another

 

D. the messages and media that marketers use to communicate with target markets.

 

 

• A. recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines

• B. the action or business of promoting and selling products or services, including market research and advertising

• C. the act of transferring information from one place, person or group to another

• D. the messages and media that marketers use to communicate with target markets.

2. Which of the following is NOT an integrated marketing communications tool ?

     

 A.Sales promotion

 B Direct Marketing

 C Public Relation

 D Bottom Line

•  A.Sales promotion

   

•  B Direct Marketing

•  C Public Relation

•  

   D Bottom Line

3. Integrated marketing communications (IMC) represents which of the four P’s?

 

A.Product

B.Price

C.Promotion

D. Place

• A.Product

• B.Price

• C.Promotion

• D. Place

4. Which of the followings are categories for integrated marketing communications?

 

I.           Outside-in approach

II.   Inside-out approach

III.  Percent of sale method

IV. Cross-Functional strategic approach

 

A.   I, II and III

B.   I, II and IV

C.    I, III and IV

D.   II, III and IV.

• A.   I, II and III

• B.   I, II and IV

• C.    I, III and IV

• D.   II, III and IV.

5. Which of the following is CORRECT about six buyer readiness stages?   

 

A.  Awareness        Liking       Conviction     Preference     Knowledge       Purchase

B.  Awareness        Knowledge      Liking      Preference      Conviction      Purchase            

C. Awareness        Conviction        Liking    Preference     Knowledge       Purchase

D. Awareness        Knowledge      Liking      Conviction    Preference      Purchase 

• A.  Awareness        Liking       Conviction     Preference     Knowledge       Purchase

• B.  Awareness        Knowledge      Liking      Preference      Conviction      Purchase         

• C. Awareness        Conviction        Liking   

  Preference     Knowledge       Purchase

• D. Awareness        Knowledge      Liking     

  Conviction    Preference      Purchase 

6. Which of the followings are methods of setting the total promotion budget?

 

I.   Affordable method

II.  Percentage-of-sale method

III. Cross-Functional method

IV. Competitive-Parity method

 

A.    I, II and III

B.    I, II and IV

C.    I, III and IV

D.   II, III and IV

• A.    I, II and III

• B.    I, II and IV

• C.    I, III and IV

• D.   II, III and IV

7. Which of the followings are reasons for growing importance of integrated marketing communications?

I.  The rapid growth and development of digital business approach

II.  A shifting of marketing dollars from media advertising to other forms of promotion

III. Movement away from relying on advertising-focused approaches

IV. The rapid growth of the Internet

 

A.    I, II and III

B.    I, II and IV

C.    I, III and IV

D.   II, III and IV

• A.    I, II and III

• B.    I, II and IV

• C.    I, III and IV

• D.   II, III and IV

8. Developing effective IMC program involves

 

I.  Determining the desired response

II.  Collecting feedback

III. Identifying the targeted audience

IV. Choosing social media

 

A.    I, II and III

B.    I, II and IV

C.    I, III and IV

D.   II, III and IV

 

• A.    I, II and III

• B.    I, II and IV

• C.    I, III and IV

• D.   II, III and IV

“They show that the product will produce the desired benefits.”

 

9. Which message content does the above descriptions belongs to?

 

A. Rational Appeals

B. Emotional Appeals

C. Moral Appeals

D. Marketing Appeals

• A. Rational Appeals

• B. Emotional Appeals

• C. Moral Appeals

• D. Marketing Appeals

10. An acronym of AIDA stands for all below EXCEPT

 

I get attention

II hold interest

III attractive image

IV arouse desire

V obtain action

 

A.    I, II,III and IV

B.    I, II,III and V

C.    I, II, IV and V

D.    II, III ,IV and V

• A.    I, II,III and IV

• B.    I, II,III and V

• C.    I, II, IV and V

• D.    II, III ,IV and V