Question 1

Public relations involves all of the following EXCEPT:

Accepted Answer

A)  sponsorship of a fun run to benefit breast cancer research 
B)  financial and personnel involvement in local arts and crafts festival 
C)  product design 
D)  publicity 
A)  sponsorship of a fun run to benefit breast cancer research 
B)  financial and personnel involvement in local arts and crafts festival 
C)  product design 
D)  publicity C

Question 2

Which of the following is NOT a technique used to generate publicity?

Accepted Answer

A)  News releases and feature articles 
B)  Photographs, films, and videotapes 
C)  Packaging and product displays 
D)  Press conferences 
A)  News releases and feature articles 
B)  Photographs, films, and videotapes 
C)  Packaging and product displays 
D)  Press conferences C

Question 3

Which of the following is NOT a characteristic of advertising as a form of promotion?

Accepted Answer

A)  Cost-effective method for communicating with large audiences 
B)  Personal nature of the message 
C)  The ability to reach large audiences with the advertising message 
D)  The ability to create images for brands 
A)  Cost-effective method for communicating with large audiences 
B)  Personal nature of the message 
C)  The ability to reach large audiences with the advertising message 
D)  The ability to create images for brands B

Question 4

Which of these is NOT a reason why marketers use advertising?

Accepted Answer

A)  To set an appropriate price across various channels 
B)  To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult 
C)  To create symbolic appeals for a company or brand 
D)  To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience 
A)  To set an appropriate price across various channels 
B)  To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult 
C)  To create symbolic appeals for a company or brand 
D)  To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience

Question 5

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

Accepted Answer

A)  primary demand 
B)  retail 
C)  consumer 
D)  national 
A)  primary demand 
B)  retail 
C)  consumer 
D)  national

Question 6

_____ is the process of creating,maintaining,and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

Accepted Answer

A)  Integrated marketing communications 
B)  Marketing planning 
C)  Exchange 
D)  Relationship marketing 
A)  Integrated marketing communications 
B)  Marketing planning 
C)  Exchange 
D)  Relationship marketing

Question 7

Promotional management can best be described as:

Accepted Answer

A)  placing coupons in each Sunday edition of major newspapers 
B)  effectively coordinating the promotional mix elements to develop an effective communication program 
C)  measuring the effectiveness of any communication with the target market 
D)  coordinating the activities of people who come in contact with the prospect or consumer 
A)  placing coupons in each Sunday edition of major newspapers 
B)  effectively coordinating the promotional mix elements to develop an effective communication program 
C)  measuring the effectiveness of any communication with the target market 
D)  coordinating the activities of people who come in contact with the prospect or consumer

Question 8

Which of the following is NOT a general characteristic of IMC?

Accepted Answer

A)  Competitive-oriented communication 
B)  Unified communication for consistent message and image 
C)  Differentiated communication to multiple customer groups 
D)  Relationships fostering communication with existing customers 
A)  Competitive-oriented communication 
B)  Unified communication for consistent message and image 
C)  Differentiated communication to multiple customer groups 
D)  Relationships fostering communication with existing customers

Question 9

_____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

Accepted Answer

A)  Professional 
B)  Direct-response 
C)  Business-to-business 
D)  Retail 
A)  Professional 
B)  Direct-response 
C)  Business-to-business 
D)  Retail

Question 10

Which of the following statements about marketing and IMC plans is NOT necessarily true?

Accepted Answer

A)  The first step in the IMC planning process is to review the marketing plan 
B)  The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan 
C)  The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program 
D)  The IMC plan is developed similarly to the marketing plan and often uses its detailed information 
A)  The first step in the IMC planning process is to review the marketing plan 
B)  The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan 
C)  The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program 
D)  The IMC plan is developed similarly to the marketing plan and often uses its detailed information

Question 11

Ads for computers and office furniture in Purchasing Canada,a trade magazine written and published especially for corporate and government buyers,are examples of _____ advertising.

Accepted Answer

A)  retail 
B)  business-to-business 
C)  professional 
D)  primary-demand 
A)  retail 
B)  business-to-business 
C)  professional 
D)  primary-demand

Question 12

_____ is defined as any paid form of nonpersonal communication about an organization,product,service or idea by an identified sponsor.

Accepted Answer

A)  Advertising 
B)  The promotional mix 
C)  Publicity 
D)  Sales promotion 
A)  Advertising 
B)  The promotional mix 
C)  Publicity 
D)  Sales promotion

Question 13

Advertising may be defined as any:

Accepted Answer

A)  paid form of nonpersonal communication about a product, service, or company 
B)  communication about a product, service, or company 
C)  communication that moves a product from one level to another level of the distribution channel 
D)  personal communication from a company representative to prospective buyers 
A)  paid form of nonpersonal communication about a product, service, or company 
B)  communication about a product, service, or company 
C)  communication that moves a product from one level to another level of the distribution channel 
D)  personal communication from a company representative to prospective buyers

Question 14

The "Our Food.Your Questions" campaign by McDonald's Canada can be primarily described as what kind of marketing communication tool?

Accepted Answer

A)  Experiential Marketing 
B)  Public Relations 
C)  Personal Selling 
D)  Direct Marketing 
A)  Experiential Marketing 
B)  Public Relations 
C)  Personal Selling 
D)  Direct Marketing

Question 15

All of the following explain the importance of IMC EXCEPT:

Accepted Answer

A)  the many audiences to communicate with 
B)  the vast number of messages consumers receive 
C)  advertising and promotion regulation 
D)  consumer adoption of technology and media 
A)  the many audiences to communicate with 
B)  the vast number of messages consumers receive 
C)  advertising and promotion regulation 
D)  consumer adoption of technology and media

Question 16

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Accepted Answer

A)  Primary demand 
B)  Selective demand 
C)  Trade 
D)  Cooperative 
A)  Primary demand 
B)  Selective demand 
C)  Trade 
D)  Cooperative

Question 17

Advertisements for a Parkell tooth polisher in Canadian Dentist,a publication for dentists,are an example of _____ advertising.

Accepted Answer

A)  professional 
B)  trade 
C)  primary demand 
D)  progressive 
A)  professional 
B)  trade 
C)  primary demand 
D)  progressive

Question 18

_____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring,retaining,and developing relationships with customers and other stakeholders.

Accepted Answer

A)  Transaction marketing 
B)  Public relations 
C)  Online advertising 
D)  IMC 
A)  Transaction marketing 
B)  Public relations 
C)  Online advertising 
D)  IMC

Question 19

An internal situation analysis looks at all of the following EXCEPT:

Accepted Answer

A)  competitive analysis 
B)  corporate and brand image analyses 
C)  promotional objectives 
D)  results of the firm's previous promotional programs 
A)  competitive analysis 
B)  corporate and brand image analyses 
C)  promotional objectives 
D)  results of the firm's previous promotional programs

Question 20

A brand or corporate name and its identification through its logo,symbols,slogans,or trademarks represent:

Accepted Answer

A)  product appeal 
B)  product symbolism 
C)  brand identity 
D)  brand equity 
A)  product appeal 
B)  product symbolism 
C)  brand identity 
D)  brand equity

Public relations involves all of the following EXCEPT:

Which of the following is NOT a technique used to generate publicity?

Which of the following is NOT a characteristic of advertising as a form of promotion?

Which of these is NOT a reason why marketers use advertising?

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

_____ is the process of creating,maintaining,and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

Promotional management can best be described as:

Which of the following is NOT a general characteristic of IMC?

_____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

Which of the following statements about marketing and IMC plans is NOT necessarily true?

Ads for computers and office furniture in Purchasing Canada,a trade magazine written and published especially for corporate and government buyers,are examples of _____ advertising.

_____ is defined as any paid form of nonpersonal communication about an organization,product,service or idea by an identified sponsor.

Advertising may be defined as any:

The "Our Food.Your Questions" campaign by McDonald's Canada can be primarily described as what kind of marketing communication tool?

All of the following explain the importance of IMC EXCEPT:

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Advertisements for a Parkell tooth polisher in Canadian Dentist,a publication for dentists,are an example of _____ advertising.

_____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring,retaining,and developing relationships with customers and other stakeholders.

An internal situation analysis looks at all of the following EXCEPT:

A brand or corporate name and its identification through its logo,symbols,slogans,or trademarks represent:

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 1: Integrated Marketing Communications

Public relations involves all of the following EXCEPT:

Which of the following is NOT a technique used to generate publicity?

Which of the following is NOT a characteristic of advertising as a form of promotion?

Which of these is NOT a reason why marketers use advertising?

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

_____ is the process of creating,maintaining,and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

Promotional management can best be described as:

Which of the following is NOT a general characteristic of IMC?

_____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

Which of the following statements about marketing and IMC plans is NOT necessarily true?

Ads for computers and office furniture in Purchasing Canada,a trade magazine written and published especially for corporate and government buyers,are examples of _____ advertising.

_____ is defined as any paid form of nonpersonal communication about an organization,product,service or idea by an identified sponsor.

Advertising may be defined as any:

The "Our Food.Your Questions" campaign by McDonald's Canada can be primarily described as what kind of marketing communication tool?

All of the following explain the importance of IMC EXCEPT:

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Advertisements for a Parkell tooth polisher in Canadian Dentist,a publication for dentists,are an example of _____ advertising.

_____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring,retaining,and developing relationships with customers and other stakeholders.

An internal situation analysis looks at all of the following EXCEPT:

A brand or corporate name and its identification through its logo,symbols,slogans,or trademarks represent:

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters