Question 1

To respond to media fragmentation, marketers are increasing their spending on:

Accepted Answer

A) mass media communication. 
B) television advertising. 
C) micromarketing. 
D) mass production. 
E) product packaging. 
A) mass media communication. 
B) television advertising. 
C) micromarketing. 
D) mass production. 
E) product packaging.

Question 2

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.

Accepted Answer

A) Direct marketing 
B) Advertising 
C) Public relations 
D) Sales promotion 
E) Publicity 
A) Direct marketing 
B) Advertising 
C) Public relations 
D) Sales promotion 
E) Publicity

Question 3

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.

Accepted Answer

A) True 
 B)False

Question 4

A(n) _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.

Accepted Answer

A) service point 
B) inference point 
C) reference point 
D) touch point 
E) display point 
A) service point 
B) inference point 
C) reference point 
D) touch point 
E) display point

Question 5

Which of the following is an example of retail advertising?

Accepted Answer

A) Advertisement of a health drink that compares its benefits to its competitor's 
B) Beef council stimulating the demand for beef through an ad 
C) Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers 
D) Pink Airline's ad that appears in the newspapers all across the country 
E) A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego 
A) Advertisement of a health drink that compares its benefits to its competitor's 
B) Beef council stimulating the demand for beef through an ad 
C) Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers 
D) Pink Airline's ad that appears in the newspapers all across the country 
E) A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

Question 6

DG Loans, a mortgage lender, was charged with a racism lawsuit. It alleged that the company was offering loans at higher rates of interest to African-American consumers. In response to these allegations, DG Loans sent out e-mail queries to its African-American customers to report on their experiences with the firm's lending offices. These reports were subsequently collected and released to the news media. This is an example of:

Accepted Answer

A) public relations. 
B) advertising. 
C) publicity. 
D) sales promotion. 
E) cause marketing. 
A) public relations. 
B) advertising. 
C) publicity. 
D) sales promotion. 
E) cause marketing.

Question 7

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

Accepted Answer

A) Advertising 
B) Sale promotion 
C) Direct marketing 
D) Publicity 
E) Pricing 
A) Advertising 
B) Sale promotion 
C) Direct marketing 
D) Publicity 
E) Pricing

Question 8

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.

Accepted Answer

A) True 
 B)False

Question 9

A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the city. A to Z most likely used _____.

Accepted Answer

A) national advertising 
B) trade advertising 
C) retail advertising 
D) primary-demand advertising 
E) direct response advertising 
A) national advertising 
B) trade advertising 
C) retail advertising 
D) primary-demand advertising 
E) direct response advertising

Question 10

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements about publicity is true?

Accepted Answer

A) Publicity is a form of communication which is directly run under an identified sponsorship. 
B) Publicity is the only tool used in a firm's public relations efforts. 
C) Publicity usually comes in the form of a news story or an editorial. 
D) Publicity has more of a long term, ongoing purpose than public relations. 
E) Publicity refers to personal communications regarding an organization and its products. 
A) Publicity is a form of communication which is directly run under an identified sponsorship. 
B) Publicity is the only tool used in a firm's public relations efforts. 
C) Publicity usually comes in the form of a news story or an editorial. 
D) Publicity has more of a long term, ongoing purpose than public relations. 
E) Publicity refers to personal communications regarding an organization and its products.

Question 12

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

Accepted Answer

A) Decentralized communication systems 
B) Bait-and-switch marketing approach 
C) Integrated marketing communications 
D) Mass media advertising 
E) Customer newsletter service 
A) Decentralized communication systems 
B) Bait-and-switch marketing approach 
C) Integrated marketing communications 
D) Mass media advertising 
E) Customer newsletter service

Question 13

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process?

Accepted Answer

A) It involves deciding the role of each promotional-mix element. 
B) It involves determining the importance of each promotional-mix element. 
C) It involves finding out the coordination between all the promotional-mix elements. 
D) It involves monitoring, evaluating, and controlling the promotional program. 
E) It involves performing activities to implement the promotional programs. 
A) It involves deciding the role of each promotional-mix element. 
B) It involves determining the importance of each promotional-mix element. 
C) It involves finding out the coordination between all the promotional-mix elements. 
D) It involves monitoring, evaluating, and controlling the promotional program. 
E) It involves performing activities to implement the promotional programs.

Question 14

Which of the following is an area of focus of internal analysis?

Accepted Answer

A) Product/service offering 
B) Positioning strategies 
C) Competitors 
D) Market segments 
E) Consumer buying patterns 
A) Product/service offering 
B) Positioning strategies 
C) Competitors 
D) Market segments 
E) Consumer buying patterns

Question 15

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

Accepted Answer

A) mass-media advertising. 
B) sales promotion. 
C) public relations. 
D) publicity. 
E) direct marketing. 
A) mass-media advertising. 
B) sales promotion. 
C) public relations. 
D) publicity. 
E) direct marketing.

Question 16

Retail/local advertising often takes the form of:

Accepted Answer

A) trade advertising. 
B) selective-demand advertising. 
C) bait and switch advertising. 
D) direct-action advertising. 
E) indirect response advertising. 
A) trade advertising. 
B) selective-demand advertising. 
C) bait and switch advertising. 
D) direct-action advertising. 
E) indirect response advertising.

Question 17

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:

Accepted Answer

A) the marketing mix. 
B) marketing strategy tools. 
C) the growth-share matrix. 
D) the promotional mix. 
E) the hype cyclE.The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix.Traditionally, the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling. 
A) the marketing mix. 
B) marketing strategy tools. 
C) the growth-share matrix. 
D) the promotional mix. 
E) the hype cyclE.The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix.Traditionally, the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling.

Question 18

_____ involves the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively reach out target audiences.

Accepted Answer

A) Marketing information system management 
B) Integrated marketing communications management 
C) Customer relationship management 
D) Differential communications management 
E) Communications process accounting 
A) Marketing information system management 
B) Integrated marketing communications management 
C) Customer relationship management 
D) Differential communications management 
E) Communications process accounting

Question 19

Which of the following is true of integrated marketing communication?

Accepted Answer

A) It does not include sales promotion. 
B) It calls for a "big picture" approach to promotional activities. 
C) It segregates and highlights various promotional activities. 
D) It is also typically referred to as buzz marketing. 
E) It personifies advertising as the dominant form of promotion. 
A) It does not include sales promotion. 
B) It calls for a "big picture" approach to promotional activities. 
C) It segregates and highlights various promotional activities. 
D) It is also typically referred to as buzz marketing. 
E) It personifies advertising as the dominant form of promotion.

Question 20

Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario?

Accepted Answer

A) Company created touch point 
B) Intrinsic touch point 
C) Extrinsic touch point 
D) Unexpected touch point 
E) Customer-initiated touch point 
A) Company created touch point 
B) Intrinsic touch point 
C) Extrinsic touch point 
D) Unexpected touch point 
E) Customer-initiated touch point

To respond to media fragmentation, marketers are increasing their spending on:

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.

A(n) _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.

Which of the following is an example of retail advertising?

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.

Which of the following statements about publicity is true?

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process?

Which of the following is an area of focus of internal analysis?

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

Retail/local advertising often takes the form of:

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:

_____ involves the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively reach out target audiences.

Which of the following is true of integrated marketing communication?

Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario?

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 1: An Introduction to Integrated Marketing Communications

To respond to media fragmentation, marketers are increasing their spending on:

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.

A(n) _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.

Which of the following is an example of retail advertising?

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.

Which of the following statements about publicity is true?

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process?

Which of the following is an area of focus of internal analysis?

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

Retail/local advertising often takes the form of:

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:

_____ involves the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively reach out target audiences.

Which of the following is true of integrated marketing communication?

Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario?

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters