Question 1

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

Accepted Answer

A) True 
 B)False

Question 2

Primary-demand advertising focuses on creating demand for a specific company's brands.

Accepted Answer

A) True 
 B)False

Question 3

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

Accepted Answer

A) primary-demand 
B) selective-demand 
C) trade 
D) professional 
E) industrial 
A) primary-demand 
B) selective-demand 
C) trade 
D) professional 
E) industrial

Question 4

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:

Accepted Answer

A) trade advertising. 
B) primary-demand advertising. 
C) secondary-demand advertising. 
D) retail advertising. 
E) professional advertising. 
A) trade advertising. 
B) primary-demand advertising. 
C) secondary-demand advertising. 
D) retail advertising. 
E) professional advertising.

Question 5

Which of the following best describes selective-demand advertising?

Accepted Answer

A) It focuses on creating demand for a specific company's brands. 
B) It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. 
C) It focuses on creating demand for an entire industry. 
D) It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.Selective-demand advertising focuses on creating demand for a specific company's brands.Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand. 
A) It focuses on creating demand for a specific company's brands. 
B) It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. 
C) It focuses on creating demand for an entire industry. 
D) It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.Selective-demand advertising focuses on creating demand for a specific company's brands.Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand.

Question 6

Which of the following is true of trade-oriented sales promotion?

Accepted Answer

A) It is also known as buzz promotion. 
B) It targets members of the supply chain. 
C) It is targeted at the ultimate user of a product. 
D) It uses rebates and couponing. 
E) It includes sweepstakes and premiums. 
A) It is also known as buzz promotion. 
B) It targets members of the supply chain. 
C) It is targeted at the ultimate user of a product. 
D) It uses rebates and couponing. 
E) It includes sweepstakes and premiums.

Question 7

Nontraditional media account for the majority of companies' marketing communications expenditures.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) Reviewing the marketing plan and situation analysis 
B) Determining the promotional budget 
C) Monitoring, evaluating, and controlling the promotional program 
D) Developing the integrated marketing communications program 
E) Determining the media strategy 
A) Reviewing the marketing plan and situation analysis 
B) Determining the promotional budget 
C) Monitoring, evaluating, and controlling the promotional program 
D) Developing the integrated marketing communications program 
E) Determining the media strategy

Question 9

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

Accepted Answer

A) Allocating tentative budgets 
B) Analyzing source, message, and channel factors 
C) Competitive analysis 
D) Designing and implementing direct-marketing programs 
E) External analysis 
A) Allocating tentative budgets 
B) Analyzing source, message, and channel factors 
C) Competitive analysis 
D) Designing and implementing direct-marketing programs 
E) External analysis

Question 10

Which of the following is an example of a marketing exchange?

Accepted Answer

A) The waitress gave Cyrus a menu and he placed his food order. 
B) Griffin helped Mandy replace the air filter in her lawn mower. 
C) Ken and Maggie gave their son an MP3 player for his birthday. 
D) Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence. 
E) Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working. 
A) The waitress gave Cyrus a menu and he placed his food order. 
B) Griffin helped Mandy replace the air filter in her lawn mower. 
C) Ken and Maggie gave their son an MP3 player for his birthday. 
D) Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence. 
E) Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

Question 11

Which of the following is a question that firms are likely to ask during an external analysis?

Accepted Answer

A) What are the strengths and weaknesses of our product or service? 
B) Who influences the decision to buy our product? 
C) How does our product or service compare with competition? 
D) What are our products key benefits? 
E) Does our product have unique selling points? 
A) What are the strengths and weaknesses of our product or service? 
B) Who influences the decision to buy our product? 
C) How does our product or service compare with competition? 
D) What are our products key benefits? 
E) Does our product have unique selling points?

Question 12

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

Accepted Answer

A) Integrating promotional-mix strategies 
B) Analyzing source, message, and channel factors 
C) Assessing environmental influences 
D) Setting direct-marketing objectives 
E) Purchasing media time and space 
A) Integrating promotional-mix strategies 
B) Analyzing source, message, and channel factors 
C) Assessing environmental influences 
D) Setting direct-marketing objectives 
E) Purchasing media time and space

Question 13

Which of the following statements accurately describes how advertising differs from personal selling?

Accepted Answer

A) Unlike advertising, personal selling does not result in direct sales. 
B) Unlike personal selling, advertising messages are not easily adapted to the receiver. 
C) Unlike personal selling, advertising cannot attract mass attention. 
D) Unlike advertising, personal selling tends to have a lower cost per individual. 
E) Unlike advertising, personal selling does not provide accurate feedback. 
A) Unlike advertising, personal selling does not result in direct sales. 
B) Unlike personal selling, advertising messages are not easily adapted to the receiver. 
C) Unlike personal selling, advertising cannot attract mass attention. 
D) Unlike advertising, personal selling tends to have a lower cost per individual. 
E) Unlike advertising, personal selling does not provide accurate feedback.

Question 14

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

Accepted Answer

A) True 
 B)False

Question 15

The best-known and most widely discussed form of promotion is:

Accepted Answer

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

Question 16

Which of the following is true of advertising?

Accepted Answer

A) Advertising attempts to create a personal relationship with the consumers. 
B) The nature and purpose of advertising is usually the same across various industries. 
C) Advertising is a valuable tool for building brand and company equity. 
D) Advertising is used only for the promotion of mass consumer products. 
E) One disadvantage of advertising is that it is extremely personal to consumers. 
A) Advertising attempts to create a personal relationship with the consumers. 
B) The nature and purpose of advertising is usually the same across various industries. 
C) Advertising is a valuable tool for building brand and company equity. 
D) Advertising is used only for the promotion of mass consumer products. 
E) One disadvantage of advertising is that it is extremely personal to consumers.

Question 17

Which of the following best defines integrated marketing communications?

Accepted Answer

A) It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support. 
B) It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers. 
C) It is software that gathers and analyzes information about customer interactions with all the employees of a company. 
D) It is a collection of informational resources that describes a company's products and services and assists in marketing the same. 
E) It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usagE.During the 1980s, firms began moving toward the process of integrated marketing communications (IM
C) , which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. 
A) It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support. 
B) It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers. 
C) It is software that gathers and analyzes information about customer interactions with all the employees of a company. 
D) It is a collection of informational resources that describes a company's products and services and assists in marketing the same. 
E) It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usagE.During the 1980s, firms began moving toward the process of integrated marketing communications (IM
C) , which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.

Question 18

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

Accepted Answer

A) It provides for immediate feedback from the message recipient. 
B) It makes use of only magazines as a primary medium of advertising. 
C) It is a form of nonpersonal mass media communication medium. 
D) It is most widely used because of its pervasiveness. 
E) It is a paid form of mass media communication medium. 
A) It provides for immediate feedback from the message recipient. 
B) It makes use of only magazines as a primary medium of advertising. 
C) It is a form of nonpersonal mass media communication medium. 
D) It is most widely used because of its pervasiveness. 
E) It is a paid form of mass media communication medium.

Question 19

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

Accepted Answer

A) the marketing mix 
B) audience segmentation 
C) integrated marketing communications 
D) the promotional mix 
E) cumulative prospect theory 
A) the marketing mix 
B) audience segmentation 
C) integrated marketing communications 
D) the promotional mix 
E) cumulative prospect theory

Question 20

The primary goal of an integrated marketing communications program is to:

Accepted Answer

A) have a company's entire marketing and promotional activities project a consistent, unified image to its customers. 
B) control all facets of a product's distribution. 
C) communicate with customers primarily through mass-media advertising. 
D) have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers. 
E) create a strong distribution network, via marketing, which is capable of destabilizing any competition. 
A) have a company's entire marketing and promotional activities project a consistent, unified image to its customers. 
B) control all facets of a product's distribution. 
C) communicate with customers primarily through mass-media advertising. 
D) have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers. 
E) create a strong distribution network, via marketing, which is capable of destabilizing any competition.

Exam 1: An Introduction to Integrated Marketing Communications

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

Primary-demand advertising focuses on creating demand for a specific company's brands.

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:

Which of the following best describes selective-demand advertising?

Which of the following is true of trade-oriented sales promotion?

Nontraditional media account for the majority of companies' marketing communications expenditures.

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

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

Which of the following is an example of a marketing exchange?

Which of the following is a question that firms are likely to ask during an external analysis?

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

Which of the following statements accurately describes how advertising differs from personal selling?

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

The best-known and most widely discussed form of promotion is:

Which of the following is true of advertising?

Which of the following best defines integrated marketing communications?

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

The primary goal of an integrated marketing communications program is to:

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