Question 1

The first step in the IMC planning process is:

Accepted Answer

A) the analysis of the communication process. 
B) the determination of a budget. 
C) the review of the marketing plan. 
D) the development of an advertising message. 
E) the distribution of sales promotion materials. 
A) the analysis of the communication process. 
B) the determination of a budget. 
C) the review of the marketing plan. 
D) the development of an advertising message. 
E) the distribution of sales promotion materials.

Question 2

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:

Accepted Answer

A) business-to-business advertising. 
B) trade advertising. 
C) professional advertising. 
D) primary-demand advertising. 
E) direct-action advertising. 
A) business-to-business advertising. 
B) trade advertising. 
C) professional advertising. 
D) primary-demand advertising. 
E) direct-action advertising.

Question 3

Which of the following is true of retail advertising?

Accepted Answer

A) It is done by large companies on a nationwide basis or in most regions of the country. 
B) It takes the form of direct-response advertising. 
C) It is done to build store traffic and sales. 
D) It is designed to stimulate demand for the general product class or an entire industry. 
E) It is targeted at marketing channel members such as wholesalers, distributors, and suppliers. 
A) It is done by large companies on a nationwide basis or in most regions of the country. 
B) It takes the form of direct-response advertising. 
C) It is done to build store traffic and sales. 
D) It is designed to stimulate demand for the general product class or an entire industry. 
E) It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.

Question 4

The first step in the IMC planning process is to review the marketing plan and objectives.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following promotional tools best suit a business-to-business marketer who sells expensive, risky, and often complex products?

Accepted Answer

A) Print advertising 
B) Sales promotion 
C) Public relations 
D) Personal selling 
E) Publicity 
A) Print advertising 
B) Sales promotion 
C) Public relations 
D) Personal selling 
E) Publicity

Question 6

The status gained from owning a particular brand is an example of a functional benefit.

Accepted Answer

A) True 
 B)False

Question 7

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

Accepted Answer

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

Question 8

_____ has long been the cornerstone of brand building efforts for many companies.

Accepted Answer

A) Interactive media 
B) Mass-media advertising 
C) Online marketing 
D) Product placement 
E) Personal selling 
A) Interactive media 
B) Mass-media advertising 
C) Online marketing 
D) Product placement 
E) Personal selling

Question 9

Which of the following statements is true of direct marketing?

Accepted Answer

A) Traditionally, it has not been considered an element of the promotional mix. 
B) It is synonymous with direct mail. 
C) The rapid growth of the Internet is discouraging the growth of direct marketing. 
D) It is seldom, if ever, used by companies that have an external sales force. 
E) It is less direct when compared to mail-order catalogs. 
A) Traditionally, it has not been considered an element of the promotional mix. 
B) It is synonymous with direct mail. 
C) The rapid growth of the Internet is discouraging the growth of direct marketing. 
D) It is seldom, if ever, used by companies that have an external sales force. 
E) It is less direct when compared to mail-order catalogs.

Question 10

Which of the following statements describes a disadvantage of publicity?

Accepted Answer

A) Publicity is expensive to implement as it is directly paid for and run under identified sponsorship. 
B) Publicity has relatively low credibility. 
C) Publicity is not always under the control of an organization and is sometimes unfavorable. 
D) Publicity is not useful with a market segmentation strategy. 
E) Publicity makes a market aggregation strategy ineffectivE.Publicity is not always under the control of an organization and is sometimes unfavorable.Negative stories about a company and/or its products can be very damaging. 
A) Publicity is expensive to implement as it is directly paid for and run under identified sponsorship. 
B) Publicity has relatively low credibility. 
C) Publicity is not always under the control of an organization and is sometimes unfavorable. 
D) Publicity is not useful with a market segmentation strategy. 
E) Publicity makes a market aggregation strategy ineffectivE.Publicity is not always under the control of an organization and is sometimes unfavorable.Negative stories about a company and/or its products can be very damaging.

Question 11

Which the following factors is generally neglected through the use of advertising?

Accepted Answer

A) Ability to reach mass markets 
B) Low cost per contact 
C) Ability to create brand images and symbolism 
D) Immediate feedback 
E) Control of message content and media placement 
A) Ability to reach mass markets 
B) Low cost per contact 
C) Ability to create brand images and symbolism 
D) Immediate feedback 
E) Control of message content and media placement

Question 12

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

Accepted Answer

A) Developing selling roles and responsibilities 
B) Setting advertising objectives 
C) Analyzing consumer behavior 
D) Purchasing media time and space 
E) Setting a tentative marketing communications budget 
A) Developing selling roles and responsibilities 
B) Setting advertising objectives 
C) Analyzing consumer behavior 
D) Purchasing media time and space 
E) Setting a tentative marketing communications budget

Question 13

Which of the following is an example of trade advertising?

Accepted Answer

A) Mars Inc.is using print advertising to attract supply managers from other companies. 
B) Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists. 
C) CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine. 
D) James, a doctor, places an ad in a local newspaper to advertise his new clinic. 
E) The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs. 
A) Mars Inc.is using print advertising to attract supply managers from other companies. 
B) Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists. 
C) CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine. 
D) James, a doctor, places an ad in a local newspaper to advertise his new clinic. 
E) The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs.

Question 14

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.

Accepted Answer

A) direct-response advertising 
B) professional advertising 
C) primary-demand advertising 
D) selective-demand advertising 
E) trade advertising 
A) direct-response advertising 
B) professional advertising 
C) primary-demand advertising 
D) selective-demand advertising 
E) trade advertising

Question 15

Traditionally, which of the following has been considered an element of the promotional mix?

Accepted Answer

A) Packaging 
B) Advertising 
C) Direct marketing 
D) Interactive media 
E) Branding 
A) Packaging 
B) Advertising 
C) Direct marketing 
D) Interactive media 
E) Branding

Question 16

Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image.

Accepted Answer

A) True 
 B)False

Question 17

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

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 18

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:

Accepted Answer

A) positioning. 
B) integration. 
C) channel conflict. 
D) relationship marketing. 
E) diffusion. 
A) positioning. 
B) integration. 
C) channel conflict. 
D) relationship marketing. 
E) diffusion.

Question 19

According to the American Marketing Association's definition of marketing, which of the following statements is true?

Accepted Answer

A) Most marketers are seeking a one-time exchange or transaction with their customers. 
B) The focus of production-driven companies is on developing and sustaining relationships with their customers. 
C) Successful companies recognize that creating and delivering value to their customers is extremely important. 
D) Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them. 
E) By definition, a marketing transaction has to involve the exchange of money. 
A) Most marketers are seeking a one-time exchange or transaction with their customers. 
B) The focus of production-driven companies is on developing and sustaining relationships with their customers. 
C) Successful companies recognize that creating and delivering value to their customers is extremely important. 
D) Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them. 
E) By definition, a marketing transaction has to involve the exchange of money.

Question 20

Price, product, place, and promotion together form the:

Accepted Answer

A) points-of-parity. 
B) promotional mix. 
C) marketing mix. 
D) supply chain components. 
E) exchange mix. 
A) points-of-parity. 
B) promotional mix. 
C) marketing mix. 
D) supply chain components. 
E) exchange mix.

Exam 1: An Introduction to Integrated Marketing Communications

The first step in the IMC planning process is:

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:

Which of the following is true of retail advertising?

The first step in the IMC planning process is to review the marketing plan and objectives.

Which of the following promotional tools best suit a business-to-business marketer who sells expensive, risky, and often complex products?

The status gained from owning a particular brand is an example of a functional benefit.

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

_____ has long been the cornerstone of brand building efforts for many companies.

Which of the following statements is true of direct marketing?

Which of the following statements describes a disadvantage of publicity?

Which the following factors is generally neglected through the use of advertising?

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

Which of the following is an example of trade advertising?

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.

Traditionally, which of the following has been considered an element of the promotional mix?

Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image.

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:

According to the American Marketing Association's definition of marketing, which of the following statements is true?

Price, product, place, and promotion together form the:

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