Question 1

Business-to-business marketers who sell expensive,risky,and often complex products rely most heavily on which of the following promotional tools?

Accepted Answer

A)  print advertising
B)  coupons
C)  direct mail
D)  personal selling
E)  pricing D

Question 2

Which of the following statements describes a reason why marketers are adopting the concept of integrated marketing communications?

Accepted Answer

A)  Marketers recognize the value of strategically integrating the various communication functions.
B)  Traditional media advertising has become too expensive and less cost effective.
C)  The shift in marketplace power from manufacturers to retailers is leading marketers to allocate less money to advertising and consider promotional tools that can provide immediate results.
D)  The rapid growth and development of database marketing is prompting firms to target consumers through a variety of direct marketing methods.
E)  All of the above are reasons why marketers are adopting the concept of integrated marketing communications. E

Question 3

_____ is the process for planning,executing,evaluating,and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.

Accepted Answer

A)  Integrated advertising marketing
B)  Integrated marketing communications management
C)  Market auditing
D)  Situation analysis
E)  Communications process accounting B

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)  Publicity
E)  Public relations

Question 5

The brand identity for Quaker Oats would include:

Accepted Answer

A)  consumer perception that the cereal is nutritious
B)  the Quaker gentleman who appears on the box and in the Quaker ads
C)  the round shape of the oatmeal package
D)  the taste of the cooked oatmeal
E)  all of the above

Question 6

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

Accepted Answer

A)  Direct marketing
B)  Publicity
C)  Corporate affairs
D)  Public relations
E)  Sales promotion

Question 7

An external situation analysis could include all of the following EXCEPT:

Accepted Answer

A)  a competitive analysis
B)  a hierarchy for firm's marketing and promotion departments
C)  a review of legal and regulatory factors
D)  an analysis of overall economic trends in society
E)  an analysis of consumer purchase patterns and behavior

Question 8

The development of the advertising message that the marketer wants to convey to its target audience is called _____,and the determination of which communications channels to use to deliver the message is _____.

Accepted Answer

A)  creative strategy;media strategy
B)  media strategy;message strategy
C)  the marketing program;the communications program
D)  the Five Cs;the 4 Ms
E)  message strategy;channel strategy

Question 9

According to the IMC planning model,:

Accepted Answer

A)  promotional mix elements share a set of objectives and a strategy for meeting these objectives
B)  objectives and strategies for each promotional mix element are based on advertising goals
C)  budgeting is done only for advertising
D)  it is important to monitor,evaluate,and control the promotional program to determine how well it is meeting communications objectives
E)  the internal and external situation analysis is done after the budget is determined

Question 10

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):

Accepted Answer

A)   alternative approach for each media method
B)   support system for production differentiation
C)   total marketing communications strategy
D)   reduced emphasis on information advertising and increased emphasis on persuasive marketing
E)   all of the above

Question 11

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Accepted Answer

A)  direct-response
B)  primary-demand
C)  business-to-business
D)  trade
E)  selective demand

Question 12

An article in Financial Times announced that Puma had developed the Thrift shoe,based on its award-winning design.The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S.According to the article,each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of:

Accepted Answer

A)  sales promotion
B)  advertising
C)  personal selling
D)  sponsorship
E)  positive publicity

Question 13

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 favorable attitude about a product
C)  to develop consumers' intentions to purchase a product
D)  to create awareness about a new brand
E)  to increase sales volume

Question 14

The promotional mix element that allows for the most immediate and precise feedback from the customer is:

Accepted Answer

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

Question 15

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity,consistency,and maximum impact.

Accepted Answer

A)  The marketing concept
B)  The promotional mix concept
C)  The exchange concept
D)  Integrated marketing communications
E)  Promotional planning

Question 16

A marketing plan usually includes:

Accepted Answer

A)  a corporate mission statement
B)  job descriptions and job specifications
C)  a media schedule
D)  a detailed situation analysis
E)  sales and market forecasts

Question 17

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.

Accepted Answer

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

Question 18

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

Accepted Answer

A)  Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B)  Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C)  Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter.
D)  Kendrick's Cleaning Service bought airtime on KRAX.
E)  All of the above are examples of a marketing exchange.

Question 19

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)  participation in the community effort to build a playground
E)  publicity

Question 20

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate with its customers.

Accepted Answer

A)  the marketing mix
B)  exchange
C)  integrated marketing communications
D)  the promotional mix
E)  relationship marketing

Exam 1: An Introduction to Integrated Marketing Communications