SOLVED

1) The coordination of marketing communication efforts to influence attitudes or behavior is known as ________. A) promotion B) advertising C) marketing D) public relations E) the communication model 2) Which of the following is NOT one of the four main roles performed by marketing communication? A) to inform B) to entertain C) to persuade D) to remind E) to build relationships 3) ________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. A) Integrated marketing communications (IMC) B) A push strategy C) A pull strategy D) Database marketing E) Experiential marketing 4) The concept of ________ marketing communication suggests that the company must blend the marketing communication forms carefully to make sure the message is consistent, clear, and compelling. A) coordinated B) integrated C) mass D) segmented E) single channel 5) Every point of contact a company or brand has with a consumer is called a(n) ________. A) touchpoint B) channel C) promotion D) integration E) feedback 6) Advertising, sales promotion, public relations, and buzz building activities are all ________. A) channels that should be integrated under the concept of integrated marketing communications B) channels focused more on interactive marketing than traditional marketing C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing 7) As a part of IMC, marketers do which of the following? A) use only one or two elements of the promotion mix at a time B) identify what information customers want and how, when, and where they want it C) focus on one-to-one marketing to the exclusion of mass marketing D) focus on increasing profit margins rather than lifetime value of a customer E) produce promotions in-house instead of using outside agencies 8) Which of the following is NOT a traditional form of marketing communication? A) public relations B) out-of-home C) strategic positioning D) advertising E) sales promotion 9) Which of the following is NOT a form of one-to-one marketing? A) social networking B) direct marketing C) database marketing D) trade sales promotion activities E) personal selling 10) Which of the following specifies that a source, message, medium, and receiver are the elements necessary for communication to occur? A) the IMC process B) the communication model C) the hierarchy of effects D) the AIDA model E) the experiential model