IMC FINAL

Private label

A proprietary brand marketing by an organization and distributed within the organizations outlets is an: a- Private label b- Flanker brand c- co brand d- complementary brand

Increases in perceptions of brand power

All of the following are trends impacting the use of integrated advertising and marketing communications EXCEPT: a- explosion of digital media b- Increases in perceptions of brand power c- Changes in channel power d- Increase in global competition

Competing Businesses

All of the following items are tangible components of a brand image EXCEPT: a- goods and services sold b-Retail outlets where the product is sold c- Advertising, promotions, and other forms of communication d- competing businesses

Increase in channel power by manufacturers

All of the following trends impacting the use of integrated advertising and marketing communications EXCEPT a-Emphasis on customer engagement b- Increases in perception of brand parity c- Increase in channel power in manufacturers d- Integration of media platforms

A company created a brand name that closely resembles a popular or successful brand name

Brand infringement occurs when: a- An internet domain is used that is similar to a brand name b- Individuals purchase domain names just for the purpose of selling them later to famous individuals or companies c- A company creates a brand name that closely resembles a popular or successful brand name. d- the brand name is used in advertisments by competitors

Standardization

Coca-Cola runs the same advertisement in all french speaking countries. This is an example of? a- Diversified IMC theme b- Standardization c- Customization d- Integration

Individuals purchase domain names just for the purpose of selling them later to famous individuals or companies

Domain squatting occurs when: a- an internet domain is used that is similar to a brand name b- Individuals purchase domain names just for the purpose of selling them later to famous individuals or companies c- A company creates a brand name that closely resembles a popular or successful brand name d- The brand name becomes a generic term for the product category.

Higher level of brand parity

From the perspective of the corporation, a strong brand image is related to each of the following EXCEPT a- ability to attract quality employees b- Higher level of brand parity c- Positive word of mouth recommendations by customers d-Higher level of channel power

The company seeking to see the product

In terms of communication model, the sender is? a- The company seeking the product b- A television set c-the consumer viewing an ad on the internet d- A consumer ignoring an ad in a newspaper

Encoding

In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in? a- encoding b- Transmission c- Decoding d- Noise or clutter

Transmission Devices

In the communication process, the items that carry the message from the sender to the receiver are? a- Encoding Processes b- Decoding processes c- Transmission devices d- Feedback devices

Promotion

In the marketing mix, where does integrated marketing communications belong? a- Pricing decisions b- Product design c- Promotion d- Distribution

Reduction of search time in purchase decisions

In the mind of the consumer, a strong brand image is linked to: a- perceptions of economic conditions b-Ratings by financial advisors c-Reduction of search time in purchase decisions d- Finding substitute goods when making purchases

Julie is a sender and Michael is a receiver

Julie is explaining an integrated marketing communications program to Michael. In this situation: a- Julie is a sender and michael is an encoder b- Julie is a receiver and michael is using a transmission device c- Julie is a sender and michael is a receiver d- Julie is a transmission device and michael is a decoder

They are more readily recognized by shoppers

Logos help with in store shopping because: a- They are more readily recognized by shoppers b- They move traffic past goods which are not being purchased c- They are a form of clutter d-Consumers have made up their minds prior to arrival

Anything that distorts or disrupts a message

Noise is? a- Anything which carries a message from a sender to a receiver b- Changing a message to match the specific needs of a target audience c- A verbal or nonverbal cue delievered by the sender d- Anything that distorts or disrupts a message

Problem recognition

The first steps in the consumer decision making process is? a- evaluation of alternatives b- information search c- problem recognition d- internal search

Making it compatiable with the off-line marketing program

The key to using social media succesfully is? a-making it compatible with the off-line marketing program b- Identifying the heavy users of the product c- Finding the right Facebook fans d- Using both Facebook and Twitter in an integrated manner

Facbook

The leading social media platform currently is?

Receiver

The person reading a magazine ad plays which role in the communication model? a-Sender b- Decoder c- Reciever d- Object

Icon

The symbol used to identify a brand is an: a- trademark b- Patent c- Icon d- Logo

Brand equity

When a customer believes Craftsman makes the best and most reliable tools, this is an example of: a- Brand parity b- Brand equity c- brand cooperation d-Brand decision

Decoding

When a message is being heard or seen by a consumer, what is taking place? a- Encoding b- Transmission c- Decoding d- Feedback

Brand loyalty

When customers purchase only one brand and consider no other brand, regardless of price differences, which exists? a- Brand invovlement b- Brand specialty c- Brand loyalty d- Brand parity

A customer complaint

Which is an example of feedback in a marketing channel? a-New product development b- A customer complaint c-A decision to begin international operations d- Removing a product from the market