Please state A, B, C, or D for each question

1. A lack of integration of the entire marketing mix to deliver a consistent message will likely result in:

A. inability to sell through intermediaries, such as OTAs

B. a high employee turnover

C. incorrect segmentation

D. confusion to customers and potential problems with positioning

2. Why it is important for companies to develop integrated marketing communications?

A. Because of the variety of media and content approaches that exist today.

B. Because the company does not have resources to use multiple types of messages.

C. Because the company cannot generally focus on the one single channel.

D. Because the company serves different types of segments of customers.

3. According to the new POES model, shared media represent:

A. PR media channels, such as television, newspapers, blogs, online video sites.

B. promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages.

C. media shared by consumers with other consumers, such as social media, blogs, mobile media.

D. promotional channels paid for by the marketer, including traditional media (such as TV, radio, print, or outdoor advertising).

4. Janine is a marketer for a large advertising firm. She likes to use sophisticated language in her advertising scripts. However, when her advertising reaches out to restaurant customers, they often do not understand her sophisticated language. This shows that marketers must be good at:

A. Using sophisticated language.

B. Encoding messages that consider how the target audience decodes them.

C. Using social media instead of advertising.

D. Using language that the marketer is comfortable with.

5. An ad for a healthy pomegranate pie sold by the 7 Flowers Cafe shows how the dessert has a significantly lower amount of sugar and that contains antioxidants. It is likely that the ad is based on a(n) ____ appeal.

A. emotional

B. moral

C. international

D. rational