Download Group 5 Chapter 17 Quiz 1) Which of the following is the last step of

Group 5
Chapter 17 Quiz
1) Which of the following is the last step of the AIDA model?
a. Interest
b. Awareness
c. Action
d. Desire
2) Which of the following is a delayed response to a marketing communication campaign?
a. Lagged effect
b. Late effect
c. Post effect
d. Last effect
3) Which of the following is not an element of integrated marketing communications?
a. Public relations
b. Advertising
c. Sales promotion
d. Government sales
4) What is defined as the two-way flow of communication between a buyer and a seller that is
designed to influence the buyer’s purchase decision?
a. Personal selling
b. Direct marketing
c. Public relations
d. Sales promotion
5) What is NOT one of the elements of an integrated marketing communications?
a. Communication channel
b. Production logistics
c. Customer focused
d. Results
6) The ______ is the medium – print, broadcast, the internet – that carries the message.
a. Feedback Loop
b. Encoding
c. The Communication Channel
d. Noise
7) The acronym AIDA stands for what?
a. Awareness Interest Desire Action
b. Attention Information Destination Affirmation
c. Awareness Information Discovery Assimilation
d. Attention Inception Desire Animation
8) Which of the following is NOT an example of Electronic Media?
a. Corporate blogs
b. Online games
c. Charity events
d. Community building
9) ROI means what?
a. Returned on Investment
b. Rented on internet
c. Returned on insurance
d. Rented on importance
10) ______ is defined as a message with an economic motivation.
a. Noncommercial speech
b. Commercial speech
c. Freedom of speech
d. PR speech
11) Electronic media includes which of the following in marketing?
a. Web sites
b. Corporate Blogging
c. Social shopping
d. All of the above
12) Impressions refer to what when talking about websites?
a. Number of clicks
b. Number of visits
c. Number of times the ad appears to the user
d. Number of times the ad appears and is relevant to the user
13) When measuring IMC success, firms measure ______ and ______ to gauge consumers exposure
to marketing communications.
a. Encoding; frequency
b. Frequency; reach
c. Impressions; reach
d. Frequency; decoding
14) Establishing a set of communication objectives and determining which media best reach the
target market and how much it will cost to run the number and types of communications
necessary to achieve the objectives, is which of the following:
a. Objective-and-task method
b. Rule-of-thumb method
c. Goals
d. Top-of-mind awareness
15) How often the audience is exposed to a communication within a specified period of time is
referred to as
a. Reach
b. Gross rating points
c. Exposure
d. Frequency
16) Describes the percentage of the target population exposed to a specific marketing
communication at least once.
a. Frequency
b. Exposure
c. Reach
d. Gross rating points
17) Refers to a potential customer’s ability to recognize or recall that the brand name is a particular
type of retailer or product.
a. Aided recall
b. Brand awareness
c. Interest
d. Desire
18) This is a communication channel in which consumers use the internet to engage in the shopping
process by exchanging preferences, thoughts, and opinions among friends, family, and others.
a. Public relations
b. Direct marketing
c. Social shopping
d. Advertising
19) All of these are rule-of-thumb methods, except
a. Competitive Parity
b. Affordable budgeting
c. Percentage-of-sales
d. Top-of-mind awareness
20) Integrated marketing communications represents which of the four P’s of marketing?
a. Price
b. Place
c. Product
d. Promotion
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C
A
D
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A
C
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B
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D