Exam 1: An Introduction to Integrated Marketing Communications

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes interactions that occur with a company or brand during the process of buying or using the product or service?

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:

_____ involves determining which communication channels will be used to deliver the advertising message to the target audience.

Which of the following is true of public relations?

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:

According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?

_____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

Which of the following touch points relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?

Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using _____.

A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included select photographs and offered consumers a "sneak peak" into the manufacturing process. This form of nonpersonal marketing communication is known as:

Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible?

Which of the following statements best defines value?

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as:

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the:

Product, price, promotion, and _____ are the 4Ps of the marketing mix.

Which of the following is a similarity between publicity and advertising?

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of:

What is the next stage in the IMC planning process, once marketing and communication objectives have been set?

The 4A's definition of integrated marketing communications focuses on: