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IBM 3072 Exam 1 | Questions and Answers

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IBM 3072 Exam 1 | Questions and Answers Yolanda is explaining a new accounting feature to her team. Darius asks for more details on one point. This exchange represents Communication In the communica ... tions model, a(n) _____ will try to capture customer's attention. Sender Raoul is talking on the phone during a television commercial. In the communication process, this is considered Noise Holsten Advertising is creating a coordinated campaign of radio spots, print ads, and social media posts promoting the benefits of milk. This is an example of integrated marketing communications Defining primary marketing objectives establishes all of the following targets EXCEPT _____ - an increase in market share - employee attrition - a new competitive position - higher sales XYZ Company considers marketing as an investment rather than as an expense. This reflects - new accounting practices - an emphasis on measurable results - the importance of the marketing team - a focus on marketing as a cost center The increasing emphasis on advertising accountability and measurable results has been driven by all of the following EXCEPT _______________. -chief executive officers -business owners -advertising agencies -chief financial officers Which of the following represents an emerging trend in marketing communications? Interest in buying products attached to causes and socially responsible companies _____ selling involves contact with retail customers and other businesses. Personal ______generate valuable information to alter campaigns before they are commercially introduced and after they have already run. Post campaign evaluations ____involves transmitting, receiving, and processing information. Communication _____ take place when customers (the receivers) decode or understand the message as it was intended by the sender. Quality marketing communications The coordination and integration of all marketing communications tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders is known as integrated marketing communications What vehicle forms the basis for integrated marketing communications? A strategic marketing plan Company leaders expect advertising agencies to produce tangible outcomes with an increasing emphasis on accountability and measurable results What is the newest change to the advertising landscape? -Return to print ads -Internet-based marketing -Mobile marketing -Additional television advertising The foundation of an integrated marketing communication program consists of a careful review of the company's image, the buyers to be served, and the markets in which the buyers are located The _____ includes identifying all target markets, most notably consumer and business-to-business market segments. IMC planning program Although the actual version of the image varies from consumer to consumer or for each business-to-business buyer, _____ determine(s) the overall brand image, the combined views of all publics [Show More]

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