Question 1

Which of the following is central to the definition of marketing communications?

Accepted Answer

A)  All marketing mix variables, and not just promotion alone, can communicate with customers. 
B)  Marketing communications is intentional rather than unintentional. 
C)  Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior. 
D)  Communication tools should be handled as virtually separate practices. 
E)  Mass media advertising should receive consideration before other communication methods. 
A)  All marketing mix variables, and not just promotion alone, can communicate with customers. 
B)  Marketing communications is intentional rather than unintentional. 
C)  Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior. 
D)  Communication tools should be handled as virtually separate practices. 
E)  Mass media advertising should receive consideration before other communication methods. A

Question 2

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Accepted Answer

A) True 
 B)False  False

Question 3

Successful marketing communication requires building relationships between brands and their consumers/customers.

Accepted Answer

A) True 
 B)False  True

Question 4

All marketing communications should be _____.

Accepted Answer

A)  directed to a particular target market 
B)  clearly positioned 
C)  created to achieve a specific objective 
D)  undertaken to accomplish the objective within budget constraint 
E)  All of these are correct. 
A)  directed to a particular target market 
B)  clearly positioned 
C)  created to achieve a specific objective 
D)  undertaken to accomplish the objective within budget constraint 
E)  All of these are correct.

Question 5

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Accepted Answer

A) True 
 B)False

Question 6

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

Accepted Answer

A) True 
 B)False

Question 7

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Accepted Answer

A)  increasing demand for accountability 
B)  rapidly changing consumer tastes and preferences 
C)  changing economic conditions 
D)  increasing marcom expenses 
E)  less reliance on outside agencies to perform the marcom function 
A)  increasing demand for accountability 
B)  rapidly changing consumer tastes and preferences 
C)  changing economic conditions 
D)  increasing marcom expenses 
E)  less reliance on outside agencies to perform the marcom function

Question 8

Which of the following is NOT a form of media advertising?

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  sales promotions 
E)  newspapers 
A)  television 
B)  radio 
C)  magazines 
D)  sales promotions 
E)  newspapers

Question 9

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

Accepted Answer

A)  top-down 
B)  bottom-up 
C)  bottom-up/top-down 
D)  top-down/bottom-up 
E)  hierarchy 
A)  top-down 
B)  bottom-up 
C)  bottom-up/top-down 
D)  top-down/bottom-up 
E)  hierarchy

Question 10

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Accepted Answer

A) True 
 B)False

Question 11

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget.What is this approach known as?

Accepted Answer

A)  inside-out 
B)  bottom-up 
C)  media-neutral 
D)  media-centric 
E)  goal-oriented 
A)  inside-out 
B)  bottom-up 
C)  media-neutral 
D)  media-centric 
E)  goal-oriented

Question 12

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

Accepted Answer

A) True 
 B)False

Question 13

The use of integrated marketing communications is restricted to the mass media.

Accepted Answer

A) True 
 B)False

Question 14

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT a budgeting method?

Accepted Answer

A)  top-down budgeting (T
D)  
B)  bottom-up budgeting (BU) 
C)  top-down/bottom-up/top-down process (TDBUT
D)  
D)  bottom-up/top-down process (BUT
D)  
E)  top-down/bottom-up process (TDBU) 
A)  top-down budgeting (T
D)  
B)  bottom-up budgeting (BU) 
C)  top-down/bottom-up/top-down process (TDBUT
D)  
D)  bottom-up/top-down process (BUT
D)  
E)  top-down/bottom-up process (TDBU)

Question 16

The word _____ refers to an object's force or speed of movement.

Accepted Answer

A)  drive 
B)  push 
C)  momentum 
D)  force 
E)  pull 
A)  drive 
B)  push 
C)  momentum 
D)  force 
E)  pull

Question 17

One reason firms have not practiced integrated marketing communications is because outside suppliers,such as advertising agencies,public relations agencies,social media firms,and sales promotion agencies,have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.

Accepted Answer

A) True 
 B)False

Question 18

The ultimate objective of integrated marketing communications is to _____.

Accepted Answer

A)  increase brand awareness 
B)  affect the behavior of the targeted audience 
C)  learn how to outsell the competition 
D)  lower production costs 
E)  None of these are correct. 
A)  increase brand awareness 
B)  affect the behavior of the targeted audience 
C)  learn how to outsell the competition 
D)  lower production costs 
E)  None of these are correct.

Question 19

Which of the following variables do companies use to identify potential target markets?

Accepted Answer

A)  demographics 
B)  lifestyles 
C)  product usage patterns 
D)  geographic considerations 
E)  All of these are correct. 
A)  demographics 
B)  lifestyles 
C)  product usage patterns 
D)  geographic considerations 
E)  All of these are correct.

Question 20

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Accepted Answer

A)  Targeting 
B)  Positioning 
C)  Budgeting 
D)  Setting objectives 
E)  Momentum 
A)  Targeting 
B)  Positioning 
C)  Budgeting 
D)  Setting objectives 
E)  Momentum

Exam 1: An Overview of Integrated Marketing Communications

Which of the following is central to the definition of marketing communications?

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Successful marketing communication requires building relationships between brands and their consumers/customers.

All marketing communications should be _____.

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.

Which of the following is NOT a form of media advertising?

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

The use of integrated marketing communications is restricted to the mass media.

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Which of the following is NOT a budgeting method?

The word _____ refers to an object's force or speed of movement.

The ultimate objective of integrated marketing communications is to _____.

Which of the following variables do companies use to identify potential target markets?

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters