IMC Mizzou Exam 1 Chapters 1-8
questions n answers rated A+
Marketing Communications - correct answer ✔✔Which of the following refers to the collection
of all elements in an organization's marketing mix that facilitate exchange by establishing shared
meaning with its customers?
Public Relations (PR), personal selling, sales promotion, and advertising - correct answer
✔✔The concept of media is relevant to which marcom tool?
start with the customer or prospect and then work backward to the brand communicator in
determining the most appropriate messages and media to employ for the brand - correct
answer ✔✔A key feature of integrated marketing communications is that the process should
_____.
business-to-business companies, nonprofit organizations, and business-to-consumer companies
- correct answer ✔✔Marketing communications is used by which type of organization?
positioning statement - correct answer ✔✔Yan is attempting to put into words the key idea that
encapsulates what her company's brand is intended to stand for in its target market's mind. Yan
is writing a _____.
enhance brand equity - correct answer ✔✔The objective of marketing communications is to
_____ as a means of moving customers to favorable action toward the brand.
increasing demand for accountability - correct answer ✔✔One important factor that has led
more firms to perform research and acquire data to determine whether implemented marcom
decisions have accomplished the objectives they were expected to achieve is _____.
,True - correct answer ✔✔Unlike advertising, publicity is not paid for by the company.
increase brand awareness by 15 percent - correct answer ✔✔Which of the following is an
example of a communication outcome?
huge acquisition costs - correct answer ✔✔A key characteristic of integrated marketing
communications is the building of relationships with customers. Which of the following is NOT a
benefit of building relationships?
brand equity - correct answer ✔✔The goodwill that an established brand has built up over its
existence is _____.
things, other brands, people, and places - correct answer ✔✔Which of the following is a source
by which brand meaning can be leveraged?
co-branding - correct answer ✔✔Kellogg's, a cereal manufacturer, and Disney and Pixar have
partnered in brands of cereal targeted to children. The cereals are named after their movies,
such as Finding Nemo and The Incredibles. What is this alliance known as?
sincerity - correct answer ✔✔Which personality dimension has General Motors attempted to
create for its repair services through its hypothetical "Mr. Goodwrench," who represents the
name and "face" of the trained technicians who work in thousands of GM dealerships?
sustained marketing communications - correct answer ✔✔What is necessary to create
favorable, strong, and unique associations about a brand?
speak-for-itself approach - correct answer ✔✔Alex wants to learn how good (or bad) new
brands are and what benefits they are (in)capable of delivering by trying and using them. Which
approach to enhancing brand equity is this known as?
, brand - correct answer ✔✔A _____ is a name, term, sign, symbol, design, or a combination of
them intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of the competition.
socialization - correct answer ✔✔Associations about locations and structures such as Ellis Island
and the Lincoln Memorial are passed on through _____.
recognition - correct answer ✔✔Bill is given a list of brands of shaving products by a researcher
and is asked to mark all those that he is aware of. Which level of awareness is this assessing?
perceived risk - correct answer ✔✔Trialability is tied closely to the concept of _____.
sound symbolism - correct answer ✔✔Individual sounds, called phonemes, provide meaning
about a brand through a process of _____.
design - correct answer ✔✔Patents that protect the appearance or shape, rather than the
utilitarian function of an invention, are in the _____ category.
be recognized easily - correct answer ✔✔A good logo should _____.
copyright - correct answer ✔✔A song scored on sheet music can receive protection with a
_____.
inexpensive consumer packaged goods - correct answer ✔✔The notions of trial and repeat
purchase are particularly apt for _____.
genericness - correct answer ✔✔Kellogg lost the exclusive rights to their cereal name, Shredded
Wheat, because the name was used to refer to all cereal made of shredded wheat. This is called
_____.
questions n answers rated A+
Marketing Communications - correct answer ✔✔Which of the following refers to the collection
of all elements in an organization's marketing mix that facilitate exchange by establishing shared
meaning with its customers?
Public Relations (PR), personal selling, sales promotion, and advertising - correct answer
✔✔The concept of media is relevant to which marcom tool?
start with the customer or prospect and then work backward to the brand communicator in
determining the most appropriate messages and media to employ for the brand - correct
answer ✔✔A key feature of integrated marketing communications is that the process should
_____.
business-to-business companies, nonprofit organizations, and business-to-consumer companies
- correct answer ✔✔Marketing communications is used by which type of organization?
positioning statement - correct answer ✔✔Yan is attempting to put into words the key idea that
encapsulates what her company's brand is intended to stand for in its target market's mind. Yan
is writing a _____.
enhance brand equity - correct answer ✔✔The objective of marketing communications is to
_____ as a means of moving customers to favorable action toward the brand.
increasing demand for accountability - correct answer ✔✔One important factor that has led
more firms to perform research and acquire data to determine whether implemented marcom
decisions have accomplished the objectives they were expected to achieve is _____.
,True - correct answer ✔✔Unlike advertising, publicity is not paid for by the company.
increase brand awareness by 15 percent - correct answer ✔✔Which of the following is an
example of a communication outcome?
huge acquisition costs - correct answer ✔✔A key characteristic of integrated marketing
communications is the building of relationships with customers. Which of the following is NOT a
benefit of building relationships?
brand equity - correct answer ✔✔The goodwill that an established brand has built up over its
existence is _____.
things, other brands, people, and places - correct answer ✔✔Which of the following is a source
by which brand meaning can be leveraged?
co-branding - correct answer ✔✔Kellogg's, a cereal manufacturer, and Disney and Pixar have
partnered in brands of cereal targeted to children. The cereals are named after their movies,
such as Finding Nemo and The Incredibles. What is this alliance known as?
sincerity - correct answer ✔✔Which personality dimension has General Motors attempted to
create for its repair services through its hypothetical "Mr. Goodwrench," who represents the
name and "face" of the trained technicians who work in thousands of GM dealerships?
sustained marketing communications - correct answer ✔✔What is necessary to create
favorable, strong, and unique associations about a brand?
speak-for-itself approach - correct answer ✔✔Alex wants to learn how good (or bad) new
brands are and what benefits they are (in)capable of delivering by trying and using them. Which
approach to enhancing brand equity is this known as?
, brand - correct answer ✔✔A _____ is a name, term, sign, symbol, design, or a combination of
them intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of the competition.
socialization - correct answer ✔✔Associations about locations and structures such as Ellis Island
and the Lincoln Memorial are passed on through _____.
recognition - correct answer ✔✔Bill is given a list of brands of shaving products by a researcher
and is asked to mark all those that he is aware of. Which level of awareness is this assessing?
perceived risk - correct answer ✔✔Trialability is tied closely to the concept of _____.
sound symbolism - correct answer ✔✔Individual sounds, called phonemes, provide meaning
about a brand through a process of _____.
design - correct answer ✔✔Patents that protect the appearance or shape, rather than the
utilitarian function of an invention, are in the _____ category.
be recognized easily - correct answer ✔✔A good logo should _____.
copyright - correct answer ✔✔A song scored on sheet music can receive protection with a
_____.
inexpensive consumer packaged goods - correct answer ✔✔The notions of trial and repeat
purchase are particularly apt for _____.
genericness - correct answer ✔✔Kellogg lost the exclusive rights to their cereal name, Shredded
Wheat, because the name was used to refer to all cereal made of shredded wheat. This is called
_____.
