1. What is integrated m

Chapter 1

• What is integrated m

What is integrated marketing communication also known as?

• Consumer-driven marketing
• Two-way dialogue

*c. Relationship marketing

• None of the choices are correct.

• What does integrated

What does integrated marketing communication work to accomplish?

• Engagement
• Long-term relationships
• Two-way dialogue

*d. All of the choices are correct.

• When did integrated

When did integrated marketing communication first attract marketing attention?

*a. Mid-1990s

• Early 1980s
• Late 1990s
• Late 1980s

• What is it known as

What is it known as when the seller does no more than deliver a message to the buyer?

• Interactive media

*b. The inside-out approach

• The outside-in approach
• Integrated marketing communication

• Why are databases im

Why are databases important in an integrated marketing campaign?

• It helps determine the correct media and

promotional mix.(Integrated Marketing Communication Creative Strategy from Idea to Implementation, 3e Robyn Blakeman) (Test Bank Latest Edition 2023-24, Grade A+, 100% Verified) 1 / 4

• It helps target individuals.
• It helps determine overal l message strategy.

*d. All of the choices are correct.

• To whom is the key c

To whom is the key consumer benefit in an integrated marketing communication campaign important?

*a. The target

• The brand
• Customer service representatives
• None of the choices are correct.

• What does strategy r

What does strategy refer to?

• Which media vehicles will be used in the integrated

marketing communication campaign

• The ads tone of voice

*c. How the key consumer benefit will be creatively delivered

• All of the choices are correct.

• What does the promot

What does the promotional mix include?

*a. Public relations, advertising, direct marketing, sales promotion, out -of-home and transit, the Internet and social media, mobile, and al ternative media

• Print and broadcast mediums
• The visual and verbal message
• None of the choices are correct.

• When is it best to u

When is it best to use traditional -advertising vehicles?

• Reach a smaller niche audience
• Develop a two-way dialogue with the target

*c. Build brand awareness and brand image

• Correct customer service issues

• What do evaluation t

What do evaluation techniques determine? 2 / 4

• What worked in the campaign
• What should be reused
• What needs to be changed

*d. All of the choices are correct.

II: Essay

• What initiatives doe

What initiatives does a successful integrated marketing communication campaign include? Why is each important?

• What drives integrat

What drives integrated mar keting communication? How does it fail?

• Who develops the cre

Who develops the creative strategy? Who uses it and why?

• What makes integrate

What makes integrated marketing communication consumer driven? Why is that important in today’s marke tplace?

• / 4

Chapter 2

• Qualitative data is

Qualitative data is made up of which of the following?

• Closed-ended questions
• Evaluative questions

*c. Open-ended questions

• None of the choices are correct.

• What does secondary

What does secondary dat a include?

• Data that does not exist
• Brand analysis

*c. Available data

• Both a and b are correct.

• What is the purpose

What is the purpose of marketing objectives?

*a. Define what the campaign needs to accomplish through advertising eff orts

• Define the difference between a company’s brand and

competing brands

• Validate the relevance of the visual and verbal

message to the target

• None of the choices are correct.

• What is the role of

What is the role of the marketing strate gy?

• Define the target audience
• A way to evaluate tactics

*c. The steps needed to accomplish the marketing objectives

• All of the choices are correct.

• The target market an

The target market analysis defines what about the target audience?

• / 4