Question 1

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

Accepted Answer

A) IMC puts more emphasis on advertising and less on sales promotion. 
B) IMC puts more emphasis on sales promotion and less on public relations and publicity. 
C) IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. 
D) IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. 
E) IMC predominately makes use of mass media communications in order to attract and retain customers. 
A) IMC puts more emphasis on advertising and less on sales promotion. 
B) IMC puts more emphasis on sales promotion and less on public relations and publicity. 
C) IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. 
D) IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. 
E) IMC predominately makes use of mass media communications in order to attract and retain customers.

Question 2

The development of the advertising message that the marketer wants to convey to its target audience is called the _____.

Accepted Answer

A) creative strategy 
B) media strategy 
C) distribution strategy 
D) channel strategy 
E) user strategy 
A) creative strategy 
B) media strategy 
C) distribution strategy 
D) channel strategy 
E) user strategy

Question 3

Which of the following is true of the Internet as a marketing medium?

Accepted Answer

A) It is considered to be a traditional medium. 
B) It does not facilitate two-way communication. 
C) It enables marketers to gather valuable personal information from customers. 
D) It does not enable real time adjustment of offers. 
E) It cannot be integrated with other media programs such as direct mail and telemarketing. 
A) It is considered to be a traditional medium. 
B) It does not facilitate two-way communication. 
C) It enables marketers to gather valuable personal information from customers. 
D) It does not enable real time adjustment of offers. 
E) It cannot be integrated with other media programs such as direct mail and telemarketing.

Question 4

According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.

Accepted Answer

A) experiential marketing 
B) buzz marketing 
C) double-loop marketing communications 
D) integrated marketing communications 
E) bait marketing 
A) experiential marketing 
B) buzz marketing 
C) double-loop marketing communications 
D) integrated marketing communications 
E) bait marketing

Question 5

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

Accepted Answer

A) retail 
B) direct-response 
C) business-to-business 
D) direct-mail 
E) primary-demand 
A) retail 
B) direct-response 
C) business-to-business 
D) direct-mail 
E) primary-demand

Question 6

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

Accepted Answer

A) Advertising 
B) Personal selling 
C) Sampling 
D) Couponing 
E) Door-to-door selling 
A) Advertising 
B) Personal selling 
C) Sampling 
D) Couponing 
E) Door-to-door selling

Question 7

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

Accepted Answer

A) advertising. 
B) sales promotion. 
C) public relations. 
D) publicity. 
E) personal selling. 
A) advertising. 
B) sales promotion. 
C) public relations. 
D) publicity. 
E) personal selling.

Question 8

CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project-to-project basis. The assimilation of these various promotional tools is commonly referred to as:

Accepted Answer

A) bait-and-switch marketing. 
B) sales promotion activities. 
C) integrated marketing communications. 
D) double loop marketing. 
E) segmented marketing communications. 
A) bait-and-switch marketing. 
B) sales promotion activities. 
C) integrated marketing communications. 
D) double loop marketing. 
E) segmented marketing communications.

Question 9

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

Accepted Answer

A) Bait advertising 
B) Buzz marketing 
C) Telemarketing 
D) Switch marketing 
E) B-to-B marketing 
A) Bait advertising 
B) Buzz marketing 
C) Telemarketing 
D) Switch marketing 
E) B-to-B marketing

Question 10

Most consumers in generation Y are very receptive to traditional advertising.

Accepted Answer

A) True 
 B)False

Question 11

Typically, a marketing plan usually includes:

Accepted Answer

A) a corporate mission statement. 
B) individual job specifications. 
C) a media schedule. 
D) a detailed situation analysis. 
E) articles of incorporation. 
A) a corporate mission statement. 
B) individual job specifications. 
C) a media schedule. 
D) a detailed situation analysis. 
E) articles of incorporation.

Question 12

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

Accepted Answer

A) professional 
B) trade 
C) business-to-business 
D) national 
E) direct-response 
A) professional 
B) trade 
C) business-to-business 
D) national 
E) direct-response

Question 13

One of the primary advantages inherent in the use of publicity is its:

Accepted Answer

A) ability to be personalized. 
B) credibility. 
C) negligible variable costs. 
D) tangibility. 
E) ability to be closely controlled. 
A) ability to be personalized. 
B) credibility. 
C) negligible variable costs. 
D) tangibility. 
E) ability to be closely controlled.

Question 14

According to an integrated marketing communications planning model, which of the following activities is best associated with the integrating and implement marketing communication strategies step?

Accepted Answer

A) Purchasing media time and space 
B) Analyzing source, message, and channel factors 
C) Allocating tentative budgets 
D) Identifying niche market segments 
E) Establishing communication goals and objectives 
A) Purchasing media time and space 
B) Analyzing source, message, and channel factors 
C) Allocating tentative budgets 
D) Identifying niche market segments 
E) Establishing communication goals and objectives

Question 15

Advertising is defined as any:

Accepted Answer

A) paid form of nonpersonal communication about a product, service, or company. 
B) form of media communication which provides an opportunity for immediate feedback. 
C) communication that moves a product from one level to another level of the distribution channel. 
D) personal communication from a company's representative to prospective buyers. 
E) nonpersonal communication about a product or service that is not paid for or run under identified sponsorship. 
A) paid form of nonpersonal communication about a product, service, or company. 
B) form of media communication which provides an opportunity for immediate feedback. 
C) communication that moves a product from one level to another level of the distribution channel. 
D) personal communication from a company's representative to prospective buyers. 
E) nonpersonal communication about a product or service that is not paid for or run under identified sponsorship.

Question 16

According to an integrated marketing communications planning model, which of the following activities is best associated with the developing integrated marketing communications program step?

Accepted Answer

A) Examining overall marketing plan and objectives 
B) Internal analysis 
C) Analyzing receiver's response processes 
D) Determining advertising budget 
E) External analysis 
A) Examining overall marketing plan and objectives 
B) Internal analysis 
C) Analyzing receiver's response processes 
D) Determining advertising budget 
E) External analysis

Question 17

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising.

Accepted Answer

A) True 
 B)False

Question 18

Primary-demand advertising is designed to:

Accepted Answer

A) influence the purchase of only industrial goods and services. 
B) stimulate demand for a general product class or entire industry. 
C) help launch a specific line extension. 
D) stimulate demand for existing products that are "dying." 
E) create a market share gain for the industry leader. 
A) influence the purchase of only industrial goods and services. 
B) stimulate demand for a general product class or entire industry. 
C) help launch a specific line extension. 
D) stimulate demand for existing products that are "dying." 
E) create a market share gain for the industry leader.

Question 19

A review of a movie in a local magazine or on a popular daily television show is an example of:

Accepted Answer

A) personal selling. 
B) publicity. 
C) direct marketing. 
D) public relations. 
E) sales promotion. 
A) personal selling. 
B) publicity. 
C) direct marketing. 
D) public relations. 
E) sales promotion.

Question 20

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?

Accepted Answer

A) Mass advertising 
B) Direct marketing 
C) Personal selling 
D) Sales promotion 
E) Publicity 
A) Mass advertising 
B) Direct marketing 
C) Personal selling 
D) Sales promotion 
E) Publicity

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

The development of the advertising message that the marketer wants to convey to its target audience is called the _____.

Which of the following is true of the Internet as a marketing medium?

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

Most consumers in generation Y are very receptive to traditional advertising.

Typically, a marketing plan usually includes:

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

One of the primary advantages inherent in the use of publicity is its:

According to an integrated marketing communications planning model, which of the following activities is best associated with the integrating and implement marketing communication strategies step?

Advertising is defined as any:

According to an integrated marketing communications planning model, which of the following activities is best associated with the developing integrated marketing communications program step?

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising.

Primary-demand advertising is designed to:

A review of a movie in a local magazine or on a popular daily television show is an example of:

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

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

The development of the advertising message that the marketer wants to convey to its target audience is called the _____.

Which of the following is true of the Internet as a marketing medium?

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

Most consumers in generation Y are very receptive to traditional advertising.

Typically, a marketing plan usually includes:

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

One of the primary advantages inherent in the use of publicity is its:

According to an integrated marketing communications planning model, which of the following activities is best associated with the integrating and implement marketing communication strategies step?

Advertising is defined as any:

According to an integrated marketing communications planning model, which of the following activities is best associated with the developing integrated marketing communications program step?

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising.

Primary-demand advertising is designed to:

A review of a movie in a local magazine or on a popular daily television show is an example of:

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