Question 1

The idea that "context matters," and that not all touch points are equally effective,has been termed _____ by marcom practitioners.

Accepted Answer

A)  synergy 
B)  media mix 
C)  awareness generation 
D)  engagement 
E)  contact 
A)  synergy 
B)  media mix 
C)  awareness generation 
D)  engagement 
E)  contact D

Question 2

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then identify the best way to allocate the marketer's budget.What is this approach known as?

Accepted Answer

A)  inside-out 
B)  bottom-up 
C)  media-neutral 
D)  media-centric 
E)  goal oriented. 
A)  inside-out 
B)  bottom-up 
C)  media-neutral 
D)  media-centric 
E)  goal oriented. C

Question 3

Which of the following is an example of a communication outcome?

Accepted Answer

A)  increase sales to grocery stores by 10 percent 
B)  increase total sales by 15 percent 
C)  maintain existing sales levels in Japan 
D)  increase brand awareness by 15 percent 
E)  increase sales in Mexico by 15 percent 
A)  increase sales to grocery stores by 10 percent 
B)  increase total sales by 15 percent 
C)  maintain existing sales levels in Japan 
D)  increase brand awareness by 15 percent 
E)  increase sales in Mexico by 15 percent D

Question 4

The ultimate goal of integrated marketing communications is to _____.

Accepted Answer

A)  increase brand awareness 
B)  affect the behavior of the targeted audience 
C)  learn how to outsell the competition 
D)  lower production costs 
E)  All of these are correct. 
A)  increase brand awareness 
B)  affect the behavior of the targeted audience 
C)  learn how to outsell the competition 
D)  lower production costs 
E)  All of these are correct.

Question 5

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year.Which implementation decision is Allison making?

Accepted Answer

A)  mixing elements 
B)  creating messages 
C)  selecting media 
D)  establishing momentum 
E)  targeting 
A)  mixing elements 
B)  creating messages 
C)  selecting media 
D)  establishing momentum 
E)  targeting

Question 6

Most marketing communications occur at the brand level.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following has NOT been a reason for the reluctance to change from a single-function,specialist model to an IMC model?

Accepted Answer

A)  no way to assess the effectiveness of integration 
B)  managerial parochialism 
C)  fear that change might lead to possible budget cutbacks in their areas of control 
D)  reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations 
E)  fear of reduction in authority and power 
A)  no way to assess the effectiveness of integration 
B)  managerial parochialism 
C)  fear that change might lead to possible budget cutbacks in their areas of control 
D)  reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations 
E)  fear of reduction in authority and power

Question 8

Which of the following is an implementation decision in the brand-level marcom decision process?

Accepted Answer

A)  targeting 
B)  mixing elements 
C)  budgeting 
D)  positioning 
E)  setting objectives 
A)  targeting 
B)  mixing elements 
C)  budgeting 
D)  positioning 
E)  setting objectives

Question 9

Purchase intentions are not valid communication measures.

Accepted Answer

A) True 
 B)False

Question 10

There is an optimum mixture of expenditures between advertising and promotion that can be determined using computer models.

Accepted Answer

A) True 
 B)False

Question 11

Compare and contrast the terms promotion and marketing communications,and list the primary tools of marketing communications.

Accepted Answer

The "4P" characterization of marketing h

Question 12

Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marcom decision process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which tool should he use?

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  publicity 
D)  events 
E)  point-of-purchase display 
A)  advertising 
B)  sales promotion 
C)  publicity 
D)  events 
E)  point-of-purchase display

Question 13

Which of the following statements is true regarding the adoption of IMC?

Accepted Answer

A)  Novice managers are more likely than experienced managers to practice IMC. 
B)  Firms involved in marketing services rather than products are more likely to have adopted IMC. 
C)  Business-to-business firms are more likely to adopt IMC than business-to-consumer firms. 
D)  Less sophisticated firms are likely adherents to IMC. 
E)  All of these are correct. 
A)  Novice managers are more likely than experienced managers to practice IMC. 
B)  Firms involved in marketing services rather than products are more likely to have adopted IMC. 
C)  Business-to-business firms are more likely to adopt IMC than business-to-consumer firms. 
D)  Less sophisticated firms are likely adherents to IMC. 
E)  All of these are correct.

Question 14

The terms touch point and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Accepted Answer

A) True 
 B)False

Question 15

Today,consumers are not only passive receivers of marcom messages,but are often active participants in the marcom process due to _____.

Accepted Answer

A)  economic advances 
B)  technological developments 
C)  increases in the use of sales promotion 
D)  changes in demographics 
E)  expansion of advertising agency services 
A)  economic advances 
B)  technological developments 
C)  increases in the use of sales promotion 
D)  changes in demographics 
E)  expansion of advertising agency services

Question 16

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Accepted Answer

A)  equity 
B)  image 
C)  position 
D)  name 
E)  trademark 
A)  equity 
B)  image 
C)  position 
D)  name 
E)  trademark

Question 17

Which of the following terms serves as a summary means for describing all forms of marketing focus?

Accepted Answer

A)  product 
B)  brand 
C)  communication 
D)  promotion 
E)  integration 
A)  product 
B)  brand 
C)  communication 
D)  promotion 
E)  integration

Question 18

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

Accepted Answer

A)  positioning statement 
B)  contact point 
C)  relationship statement 
D)  creative brief 
E)  creative platform 
A)  positioning statement 
B)  contact point 
C)  relationship statement 
D)  creative brief 
E)  creative platform

Question 19

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

Accepted Answer

A)  touch point 
B)  contact 
C)  intersection 
D)  touch point and contact 
E)  touch point, contact, and intersection 
A)  touch point 
B)  contact 
C)  intersection 
D)  touch point and contact 
E)  touch point, contact, and intersection

Question 20

The word _____ refers to an object's force or speed of movement.

Accepted Answer

A)  drive 
B)  push 
C)  momentum 
D)  force 
E)  pull 
A)  drive 
B)  push 
C)  momentum 
D)  force 
E)  pull

Exam 1: An Overview of Integrated Marketing Communications

The idea that "context matters," and that not all touch points are equally effective,has been termed _____ by marcom practitioners.

Which of the following is an example of a communication outcome?

The ultimate goal of integrated marketing communications is to _____.

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year.Which implementation decision is Allison making?

Most marketing communications occur at the brand level.

Which of the following has NOT been a reason for the reluctance to change from a single-function,specialist model to an IMC model?

Which of the following is an implementation decision in the brand-level marcom decision process?

Purchase intentions are not valid communication measures.

There is an optimum mixture of expenditures between advertising and promotion that can be determined using computer models.

Compare and contrast the terms promotion and marketing communications,and list the primary tools of marketing communications.

Harvey is a brand manager for a national brand of soft drinks.He is making the implementation decisions in the marcom decision process,and he wants a marcom tool that is most capable of directly affecting consumer behavior.Which tool should he use?

Which of the following statements is true regarding the adoption of IMC?

The terms touch point and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Today,consumers are not only passive receivers of marcom messages,but are often active participants in the marcom process due to _____.

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Which of the following terms serves as a summary means for describing all forms of marketing focus?

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

The word _____ refers to an object's force or speed of movement.

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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