Personal selling is an especially important part of IMC in
Chapter 18 Quiz

Quiz
•
Mathematics
•
University
•
Medium
Theodore Harding
Used 1+ times
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29 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
cause-related marketing.
web tracking.
event sponsorships.
stealth marketing.
business-to-business settings.
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
A firm’s marketing communication strategy is formulated specifically to
increase its frequency ratio.
control its public image.
increase its return on investment.
communicate the value of its product(s).
increase its social media presence.
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
As the number of communication media has increased, the task of understanding how best to reach target customers has
focused on reducing communication noise.
increased the use of rule-of-thumb targeting.
become more complex.
become easier.
shifted from creating a value proposition to revising a value proposition.
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
The right communication channel to use in IMC is
network advertising, local newspapers, and regional radio stations.
the one that will connect to the desired recipients.
the one that maximizes decoding difficulty.
the traditional channel used in that particular retail sector.
the one with the best encoding capabilities.
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
The proliferation of new media alternatives has led many firms to shift their promotional budgets from
publicity to public relations.
integrated marketing communications to disintegrated marketing communications.
personal selling to advertising.
indirect marketing to viral marketing.
advertising to direct marketing and website development.
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that
messages are decoded in the manner intended by the encoder.
action is taken before desire and interest are determined.
each receiver decodes IMC messages in his or her own way.
effective branding requires marketers to encode messages identically for each market.
marketers can almost always use the same message for all audiences.
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
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?
advertising
mobile marketing
sales promotions
social marketing
personal selling
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