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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing Quiz Answers

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing course is offered by “Coursera”. In this post you will get Integrated Marketing Communications Quiz Answers

 

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Offered By ”IE Business School”

4.7 stars (1549 ratings)

Instructor: Kenneth J. Pienta, M.D.

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Week- 1

Module 1 Graded Assessment

 

1. (Positive) differential effect of the brand name on consumer response to marketing actions is referred to as:

 

  • Advertising
  • Brand meaning
  • Brand salience
  • Brand equity

2. __________ is the consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance.

1 point

  • Brand perception
  • Brand awareness
  • Brand reflection
  • Brand image

3. The range of purchase and consumption situations where the brand comes to mind is considered as:

 

  • Depth of brand awareness
  • Brand equity
  • Breadth of brand awareness
  • Brand meaning

4. ________________ is the process of evaluating each consumer segment’s attractiveness and selecting one or more segments according to their attractiveness for the company.

 

  • Mass marketing
  • Targeting
  • Segmentation
  • Positioning

5. __________ is the process of occupying a clear, distinctive, and desirable place in consumer’s minds relative to competing products.

 

  • Segmentation
  • Positioning
  • Mass marketing
  • Targeting

6. Please state which of the below concepts describe how well a market offering fulfills customer needs.

 

  • Brand feelings
  • Brand performance
  • Brand salience
  • Brand imagery

7. ________________ means the degree to which a consumer consistently purchases the same brand within a specific product category.

 

  • Brand imagery
  • Brand loyalty
  • Brand performance
  • Brand meaning

8. Which of the following statements about brand loyalty is NOT correct?

 

  • Brand loyalty correlates well with product sales
  • Brand loyalty depends purely on emotional aspects of consumer-brand relationship
  • Brand loyalty decreases marketing expenses for the company
  • Loyal consumers are usually willing to pay more for products

9. Consumers exhibiting ___________ loyalty generally have one or more specific reasons for their purchase decisions and they can easily articulate these reasons.

 

  • Head loyalty
  • Heart loyalty
  • Hand loyalty

10. ___________ loyalty is habitual. The consumer is loyal to the product not because of an emotional or rational involvement, but simply because of a routine that he or she has established.

 

  • Hand loyalty
  • Heart loyalty
  • Head loyalty

 

 

Week- 2

Module 2 Graded Assessment

 

1. Please indicate which of the following is NOT one of the four steps of the Selective Processes Theory:

 

  • Selective Attention
  • Selective Retention
  • Selective Adaptation
  • Selective Exposure
  • Selective Comprehension

2. Please read the following definition:

People tend to seek out the viewpoints that they agree with.

Please indicate which step of the Selective Processes Theory, this definition corresponds to:

 

  • Selective Exposure
  • Selective Perception
  • Selective Attention
  • Selective Comprehension
  • Selective Retention

3. Which is the correct order of the steps of effective communications?

a. Design communications

b. Identify target audience

c. Decide on the media mix

d. Determine communications objective

e. Select channels

f. Measure results

 

  • b, d, a, e, c, f
  • d, e, b, a, c, f
  • d, b, e, c, a, f
  • a, b, c, d, e, f
  • b, a, c, e, d, f

4. Please indicate which of the following is NOT an external search source during the consumer decision making process:

 

  • Product usage experiences
  • In-store displays
  • Consumer blogs
  • Examining products in a store
  • Friends

5. Please indicate which of the following is NOT one of the dimensions of the FCB Grid:

 

  • Affective
  • High involvement
  • Thinking
  • Reactive
  • Low involvement

AIDA stands for attention, ________, desire and _________.

 

  • Interest; action
  • Intensity; appeal
  • Involvement; appeal
  • Involvement; action

7. The first step of hierarchy of needs in which the consumer learns to recognize the product or brand name is:

 

  • Knowledge
  • Conviction
  • Awareness
  • Preference
  • Liking

8. ___________ effect occurs at the point where the advertising or communication begins to affect consumer responses in a more positive direction and have greater incremental effect on sales.

Which is correct to fill in the blank?

 

  • Decay
  • Diminishing returns
  • Threshold
  • Wear-out
  • Carry-over

9. Which method of setting an integrated marketing communications budget is based on the fallacy that communications cause sales?

 

  • Percentage of sales budgeting
  • Payout planning budgeting
  • Objective and task budgeting
  • Meet the competition budgeting
  • What you can afford budgeting

10. ______________ budgeting is the allocation of marketing communications funds to match the competitor’s level of spending.

Which is correct to fill in the blank?

 

  • Meet the competition
  • Object and task
  • What you can afford
  • Percentage of sales
  • Payout planning

 

 

Week- 3

Module 3 Graded Assessment

 

1. The leverage point is the:

 

  • Key element in an advertisement that activates a consumer’s personal value system
  • Design of the advertisement that attracts attention or presents information
  • Theme that explains how the message will be delivered
  • Key idea or ideas that an advertisement is to convey

2. An advertising appeal is the:

 

  • Key idea or ideas that an advertisement is to convey
  • Key element in an advertisement that activates a consumer’s personal value system
  • Design of the advertisement that attracts attention or presents information
  • Theme that explains how the message will be delivered

3. Which message strategy is linked with reasoning and thinking processes?

 

  • Resonance
  • Affective
  • Cognitive
  • Conative

4. Which message strategy is most linked with emotions?

 

  • Affective
  • Conative
  • Cognitive
  • Hyperbole

5. Ads using an informative executional framework are best suited for:

 

  • High involvement purchase decisions
  • Brand image message strategies
  • Conative message strategies
  • Slice-of-life executions

6. Which conative message strategy is linked to impulse buys?

 

  • Resonance
  • Action-inducing
  • Promotional support
  • Unique selling proposition

7. A hyperbole cognitive message strategy is a(n):

 

  • Untestable claim based upon some attribute or benefit
  • Direct promotion of product attributes
  • Claim of superiority based on a specific product attribute intensely so that it cannot be made by a competitor
  • Testable claim of superiority that can be supported or substantiated in some manner

8. A negative comparison ad that causes people to dislike the sponsor brand may be due to:

 

  • Internal cognitive consistency
  • The preemptive claim of superiority
  • A generic demonstration of product quality
  • Spontaneous trait transference

9. Which type of executional framework seeks to convince buyers that a product is superior through using some type of expert or evidence?

 

  • Dramatization
  • Fantasy
  • Slice-of-Life
  • Authoritative

10. When a product solves a daily life problem, which type of executional framework do you think is more suitable for the product’s advertising?

 

  • Authoritative
  • Fantasy
  • Informative
  • Slice-of-life

 

 

Week- 4

Module 4 Graded Assessment

 

1. ___________ is the concept under which a company integrates and coordinates its many communications tools to deliver a clear, consistent, and compelling message about the company and its products.

 

  • Integrated channel management
  • Integrated marketing communications
  • The marketing mix
  • Integrated demand characteristics

2. ________ is a marketing communications tool in which marketers are able to present their brands ‘naturally’ within a TV show or movie for a fee.

 

  • Product placement
  • Public relations
  • Sponsorship
  • Viral marketing

3.
Question 3
________ is used to influence the way an organization is perceived by its various stakeholders.

 

  • Viral marketing
  • Product placement
  • Public relations
  • Sponsorship

4. Which tool of the marketing communications mix consists of short-term incentives to encourage consumers to purchase a product or service?

 

  • Sponsorship
  • Public relations
  • Viral marketing
  • Sales promotions

5. ________ is a type of marketing communication in which consumers pass along marketing content of a brand to others through the Internet. Consumers do this without receiving a fee, and the content is often creative and provocative.

 

  • Viral marketing
  • Sponsorship
  • Public relations
  • Guerilla marketing

6. If a company wants to build a reputable “corporate image,” it will most likely use which of one the following marketing communications mix tools?

 

  • Sponsorship
  • Product placement
  • Public relations
  • Viral marketing

7. When a company aims to reach masses of potential consumers that are geographically dispersed at a low cost per exposure, the company will most likely choose which of the following marketing communications tools?

 

  • Public relations
  • Sponsorship
  • Advertising
  • Sales promotions

8. If McDonalds includes a free toy from a Disney movie in its happy meals for kids, what type of sales promotion is used?

 

  • Sampling
  • Coupons
  • Premiums
  • Price-off

9. ________ is a tool that allows consumers to try out products without the risk of deviating from a product that they already know.

 

  • Price-off
  • Coupons
  • Premiums
  • Sampling

10. ________ is a practice that helps search engines to reach the content in our websites more effectively through organic (not paid) searches.

 

  • Search engine optimization
  • Viral marketing
  • Content marketing
  • Guerilla marketing

 

 

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