Integrated marketing communications require a company’s mass-market advertisements, Web site, e-mail, and

personal selling communications to all have:

- equal portions of the advertising budget

- separate marketing objectives

- the same target audience

- the same message, look, and feel

Which best explains why companies often fail to integrate their various communications to consumers?

- Historically, consumers have been able to distinguish between message sources.

- Communications often come from different parts of the company.

- Public relations is usually given priority over advertising.

- Personal selling and sales promotion are in direct conflict.

Advertising agencies often provide the IMC function of comparing their customer’s target audience with the

viewer, listener, or reader profile of the communication channel being considered. The agency is trying to

avoid the noise problem associated with:

- competing messages.

- lack of clarity in the message.

- a poor choice in the medium.

- interference from executives in the firm who do not understand communications theories or models.

Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of

their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm’s IMC

efforts, her goals are likely to include:

- expanding customer loyalty through closing the feedback loop.

- increasing market share.

- increasing inquires, awareness, and trial of her firm’s services.

- shifting customers from objective-and-task budgeting to rule-of-thumb budgeting.

Regarding setting the budget for integrated marketing communications options:

- all-you-can-afford approaches involve setting objectives and then specifying tasks needed to achieve them.

- incremental technique tries to set budgets based on other firms’ decisions.

- competitive budgeting establishes the same budget year after year.

- percentage-of-sales methods tend to ignore the promotion-causes-sales relationship.

One of the difficulties associated with using advertising as part of a marketer’s IMC efforts is:

- breaking through the clutter of other messages targeted for the same audience.

- it is generally more expensive than personal selling.

- it only works when communicating to the most gullible consumers.

- government regulations have significantly decreased allowable noncommercial speech.

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

- slice of life appeals

- creative endorsements

- celebrity spokespeople

- personality symbols

Many advertisements work primarily through recognition which means

- that the ad is top of mind and can be easily remembered.

- that you remember the ad when you see it again or are reminded of it.

- that you immediately know what the ad is about.

- that the ad has won many awards.

What the most important ways that integrated marketing communications (IMC) builds loyalty relationships?

- by helping to reinforce the choices suggested by each communications option.

- by persuading consumers that they should build a relationship with the organization.

- by giving loyalty coupons to repeat users.

- by communicating to customers that it is better to be loyal than to be a brand switcher.

Answer rating: 100% (QA)

Integrated Marketing Communications IMC 1 Why companies often fail to integrate their various communications ... View the full answer