1. An integrated marketing communication strategy begins with aseparating the parts of the promotional mix into categories based on the media that is being utilized. isolating and eliminating non-promotional contacts between the consumer and the organization b. c. consumer wants and needs and then works in reverse to the product, brand, or organization the realization that different components of promotion should deliver different messages to their target audiences. d. 2. Theis at the heart of integrated marketing communications. a product b. brand d. customer 3. In the AlIDA concept, the D indicates: delivery of the promotional message b decoding the message C. desire for the product being promoted d decision to listen to the message 4 The AIDA concept refers to the steps in: a the development of an IMC program. b the consumer purchase decision process. c the distribution of a product. d the promotion of a product 5. The group of people to whom a television ad is directed would be, in terms of the commu a. encoders. b. transmitters. c. receivers. d. channel. 6. From the perspective of the marketing communications process, two consumers talking to commercial represents: a interaction b. noise c. decoding. d. coding. 7. A soft-drink company entering the Middle-East market devised an ad to be displayed onb Dhabi. It consisted of the following two visuals from left to right: a man fainting out of thirst a product being advertised. However, this turned out to be a disaster because the company forgo Dhabi read from right to left. This is an example of noise caused by acompeting promotional messages b distractions within the advertising message itself cultural differences