Question 1

A review of a movie in Maclean's magazine or on "Canada AM" is an example of:

Accepted Answer

A)  personal selling 
B)  publicity 
C)  promotion 
D)  media-selling 
A)  personal selling 
B)  publicity 
C)  promotion 
D)  media-selling

Question 2

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

Accepted Answer

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

Question 3

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

Accepted Answer

A)  consumer sales promotion 
B)  trade sales promotion 
C)  direct marketing incentives 
D)  strategic promotions 
A)  consumer sales promotion 
B)  trade sales promotion 
C)  direct marketing incentives 
D)  strategic promotions

Question 4

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

Accepted Answer

A)  Advertising 
B)  Sales promotion 
C)  Direct marketing 
D)  Public relations 
A)  Advertising 
B)  Sales promotion 
C)  Direct marketing 
D)  Public relations

Question 5

A marketing plan usually includes all of the following EXCEPT:

Accepted Answer

A)  a program for implementing marketing strategy 
B)  criteria and procedures for the hiring of all marketing personnel 
C)  the establishment of marketing objectives 
D)  a detailed situation analysis 
A)  a program for implementing marketing strategy 
B)  criteria and procedures for the hiring of all marketing personnel 
C)  the establishment of marketing objectives 
D)  a detailed situation analysis

Question 6

In the 1990s,companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent message about the company and/or its brands.

Accepted Answer

A)  product marketing 
B)  the Internet 
C)  relationship marketing 
D)  integrated marketing communications 
A)  product marketing 
B)  the Internet 
C)  relationship marketing 
D)  integrated marketing communications

Question 7

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

Accepted Answer

A)  ability to be personalized 
B)  credibility 
C)  almost non-existent variable costs 
D)  ability to be closely controlled and monitored by the organization that is being publicized 
A)  ability to be personalized 
B)  credibility 
C)  almost non-existent variable costs 
D)  ability to be closely controlled and monitored by the organization that is being publicized

Question 8

This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name,brand name,or trademark:

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

Question 9

The first step in the IMC planning process is:

Accepted Answer

A)  the situation analysis 
B)  budget determination 
C)  a review of the marketing plan 
D)  specification of communications objectives 
A)  the situation analysis 
B)  budget determination 
C)  a review of the marketing plan 
D)  specification of communications objectives

Question 10

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

Accepted Answer

A)  Communication and behavioural objectives 
B)  Sales and marketing objectives 
C)  Marketing and behavioural objectives 
D)  Promotional and marketing objectives 
A)  Communication and behavioural objectives 
B)  Sales and marketing objectives 
C)  Marketing and behavioural objectives 
D)  Promotional and marketing objectives

Question 11

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,good,and services to create exchanges that satisfy individual and organizational objectives.

Accepted Answer

A)  Integrated marketing communications 
B)  Marketing 
C)  Advertising 
D)  Sales promotion 
A)  Integrated marketing communications 
B)  Marketing 
C)  Advertising 
D)  Sales promotion

Question 12

The Bradford Exchange is a company that sells collectible plates.If you order one plate from the company,you will receive multiple mailings each month announcing new issues and encouraging you to place your order.Given this information,which promotional element do you think The Bradford Exchange depends upon most heavily?

Accepted Answer

A)  Advertising 
B)  Sale promotion 
C)  Direct marketing 
D)  Public relations 
A)  Advertising 
B)  Sale promotion 
C)  Direct marketing 
D)  Public relations

Question 13

How does advertising differ from publicity?

Accepted Answer

A)  Advertising is done by manufacturers, and publicity is done be retailers. 
B)  Advertising is paid for by the sponsoring organization, and publicity is not. 
C)  Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. 
D)  Advertising typically utilizes mass media, and publicity does not. 
A)  Advertising is done by manufacturers, and publicity is done be retailers. 
B)  Advertising is paid for by the sponsoring organization, and publicity is not. 
C)  Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. 
D)  Advertising typically utilizes mass media, and publicity does not.

Question 14

Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising.

Accepted Answer

A)  national 
B)  primary demand 
C)  selective demand 
D)  retail/local 
A)  national 
B)  primary demand 
C)  selective demand 
D)  retail/local

Question 15

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

Accepted Answer

A)  Advertising 
B)  Publicity 
C)  Sales promotion 
D)  Direct marketing 
A)  Advertising 
B)  Publicity 
C)  Sales promotion 
D)  Direct marketing

Question 16

Which of the following is NOT a good example of a communications objective?

Accepted Answer

A)  To create awareness of the attributes of a brand or product 
B)  To create a favourable attitude about a product 
C)  To develop consumers' intentions to purchase a product 
D)  To increase sales volume 
A)  To create awareness of the attributes of a brand or product 
B)  To create a favourable attitude about a product 
C)  To develop consumers' intentions to purchase a product 
D)  To increase sales volume

Question 17

_____ refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales,market share,and profitability.

Accepted Answer

A)  Communication objectives 
B)  Marketing objectives 
C)  Segmentation approaches 
D)  External analysis factors 
A)  Communication objectives 
B)  Marketing objectives 
C)  Segmentation approaches 
D)  External analysis factors

Question 18

Many companies are taking a(n)___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner.

Accepted Answer

A)  audience contact 
B)  traditional 
C)  modern 
D)  aggressive 
A)  audience contact 
B)  traditional 
C)  modern 
D)  aggressive

Question 19

________ refers to what a product or brand means to consumers and what they experience in purchasing and using it.

Accepted Answer

A)  Product appeal 
B)  Product symbolism 
C)  Brand identity 
D)  Brand recognition 
A)  Product appeal 
B)  Product symbolism 
C)  Brand identity 
D)  Brand recognition

Question 20

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand.This article was reported on in various newspapers and television news programs.This is an example of:

Accepted Answer

A)  sales promotion 
B)  advertising 
C)  negative publicity 
D)  positive publicity 
A)  sales promotion 
B)  advertising 
C)  negative publicity 
D)  positive publicity

A review of a movie in Maclean's magazine or on "Canada AM" is an example of:

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

A marketing plan usually includes all of the following EXCEPT:

In the 1990s,companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent message about the company and/or its brands.

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

This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name,brand name,or trademark:

The first step in the IMC planning process is:

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,good,and services to create exchanges that satisfy individual and organizational objectives.

How does advertising differ from publicity?

Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising.

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

Which of the following is NOT a good example of a communications objective?

_____ refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales,market share,and profitability.

Many companies are taking a(n)___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner.

________ refers to what a product or brand means to consumers and what they experience in purchasing and using it.

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand.This article was reported on in various newspapers and television news programs.This is an example of:

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

A review of a movie in Maclean's magazine or on "Canada AM" is an example of:

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

A marketing plan usually includes all of the following EXCEPT:

In the 1990s,companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent message about the company and/or its brands.

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

This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name,brand name,or trademark:

The first step in the IMC planning process is:

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,good,and services to create exchanges that satisfy individual and organizational objectives.

How does advertising differ from publicity?

Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising.

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

Which of the following is NOT a good example of a communications objective?

_____ refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales,market share,and profitability.

Many companies are taking a(n)___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner.

________ refers to what a product or brand means to consumers and what they experience in purchasing and using it.

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand.This article was reported on in various newspapers and television news programs.This is an example of:

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