Ch. 17 quiz
1. Integrated marketing communications (IMC) represents which
of the four P’s?
a. Product
b. Price
c. Promotion
d. Place
Which element in the IMC strategy considers how the level of
complexity in IMC strategies leads marketers to design new
ways to measure the results of IMC campaigns?
a. The consumer
b. Evaluation of communication
c. The channels through which the message is
d. Evaluation of the products
_____refers to the process by which the receiver interprets
the sender’s message in the communication process
a. Feedback
b. Decoding
c. Interpretation
d. Encoding
Forms of feedback may include…
a. Redeeming a coupon
b. Purchasing an item
c. Complaints about an item
d. All of the above
The AIDA is known as the ________model.
a. “think, feel, do”
b. “see, feel, do”
c. “see, think, do”
d. “see, think, feel”
All of the following are examples of Electronic Media except
a. Websites
b. Consumer blogs
c. Online games
d. Social marketing
e. Corporate blogs
What method determines the budget required to undertake
specific tasks to accomplish communication objectives?
a. Competitive parity method
b. Decision method
c. Objective-and-task method
d. Frequency method
Which of the following formulas equal GRP?
a. GPR=( reach X frequency)
b. GPR=(Reach X volume)
c. GPR = ( length X width)
d. GPR= (Reach X Gross Domestic Product)
Click- through tracking measures…
a. How many times users close banner advertisings on
web sites
b. How many times users sell banner advertisings on web
c. How many times users click on banner advertisings on
web sites
d. How many times users buy from banner advertisings
on webs sites
10. Which of the following is the correct formula for Return on
Investment, or ROI?
a. (Sales X Gross margin% - Marketing expenditure)/
b. (Sales X Gross margin% - Marketing expenditure)/
Marketing sales
c. (Sales X Gross margin% - Marketing expenditure)/
Marketing mix
d. (Sales X Gross margin% - Marketing expenditure)/
Marketing expenditure
11. “I like”, and “I want” help explain
a. desire
b. interest
c. action
d . awareness
12. A delayed response to a marketing communication campaign
explains which of the following?
a. delayed effect
b. late effect
c. lagged effect
d. after market effect
13. Elements of an Integrated Communication Strategy include:
a. Personal selling
b. Advertising
c. Sales promotion
d. Public relations
e. All of the above
14. The most visible element of IMC is known as
a. Advertising
b. Personal selling
c. Sales promotion
d. Public relations
15. Measuring Success includes all of the following except
a. Reach
b. Frequency
c. Gross ratio points
d. Web Tracking
16. Web tracking software, online couponing, and online referring are
linked to..
a. La Bodega
b. search engine marketing
c. Measuring success
d. Online Measurements
17. The number of clicks divided by the number of impressions refers
a. the CTR
b. the CTY
c. the CAT
d. the CTP
18. Competitive parity’s limitations
a. does not allow firms to exploit the unique
opportunities or problems they confront in a market.
b. does not take into account new plans
c. assumes communication expenses do not stimulate
sales and profit.
d. none of the above
19. what word(s) define a communication budget that is a fixed
percentage of forecasted sales?
a. Competitive parity
b. Affordable budgeting
c. Percentage of sales
d. Expensive budgeting
20. From exhibit 17.4 in the book, what advertising media type had
almost a -5% change?
a. Radio
b. Television
c. magazine
d. newspaper
1. C
2. B
3. B
4. D
5. A
6. B
7. C
8. A
9. C
10. D
11. A
12. C
13. E
14. A
15. C
16. D
17. A
18. A
19. C
20. D

Ch. 17 quiz 1. Integrated marketing communications (IMC