Integrated Marketing Communication Test
Questions
Course Introduction
Integrated Marketing Communication (IMC) explores the strategic coordination of marketing tools and channels to deliver a unified and persuasive brand message to consumers. This course covers the principles and practices of integrating advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to achieve organizational goals. Students will learn how to develop cohesive marketing campaigns, evaluate media effectiveness, and analyze consumer behavior to foster brand consistency and drive customer engagement. Through case studies and hands-on projects, the course emphasizes planning, implementing, and measuring integrated communication strategies in todays dynamic media landscape.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis
L. Wilcox
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21 Chapters
619 Verified Questions
619 Flashcards
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Chapter 1: What Is Public Relations
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Sample Questions
Q1) Which of the following makes public relations a cyclical process?
A) policy formation
B) programming
C) feedback
D) program assessment and adjustment
Answer: D
Q2) Edward Bernays coined the word "spin" in public relations.
A)True
B)False
Answer: False
Q3) According to a 2013 report,the median annual salary for recent graduates in public relations was
A) $22,000.
B) $25,000.
C) $33,000.
D) $35,000.
Answer: C
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Page 3
Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) Which is NOT a reason why public relations practitioners should use research with regard to reputation management?
A) social audits
B) communication audits
C) networking
D) environmental monitoring
Answer: C
Q2) Edward Bernays was known as the first influential person to coin or utilize the term "Public relations counsel."
A)True
B)False
Answer: True
Q3) Which is NOT a reason why there is an influx of women working in public relations?
A) Women can start public relations firms without a lot of capital.
B) Women tend to have better listening/communication skills than men.
C) Women have a better business or bottom-line sense than men.
D) Women make more money in public relations than most comparable fields.
Answer: C
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4
Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) Even if a bribe is intended or not,the sending of gifts to media representatives is almost always considered
A) prudent when trying to boost lagging sales or image.
B) bribery to get favorable media coverage.
C) a potential boost in media coverage, despite perceived unseemliness.
D) breaking the law.
Answer: B
Q2) Two out of five Arabic-language journalists will use news releases if accompanied by a(n)
A) gift.
B) politician's endorsement.
C) disclaimer.
D) English version.
Answer: A
Q3) A common complaint about public relations codes of ethics is that
A) they do not apply to PRSSA members.
B) they are too stringent and prescriptive.
C) they have no "teeth".
D) they don't include marketing or advertising practices.
Answer: C
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) One study of medium-sized U.S.corporations by the Conference Board found that the number of professionals in a typical public relations department is
A) two.
B) five.
C) nine.
D) sixteen.
Q2) The most widely used billing method by public relations firms is "pay-for-placement."
A)True
B)False
Q3) According to your text,public relations and ___ departments often collide because they compete for funds to communication with external audiences.
A) marketing
B) advertising
C) legal
D) human resources
Q4) Public relations by most accounts is primarily considered a "staff" function.
A)True
B)False
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Chapter 5: Research
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32 Flashcards
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Sample Questions
Q1) When the representatives of the target audience are asked to read or view materials in draft form before it is mass-produced and distributed is referred to as
A) copy testing.
B) split messaging.
C) benchmarking.
D) piggybacking.
Q2) Qualitative data is often called "soft" data.
A)True
B)False
Q3) Biased wording on questionnaires is often a by-product of A) poor construction of survey questions.
B) economic considerations.
C) affiliations (party/politics) of agencies administering surveys.
D) advocacy research.
Q4) Copy testing,at its most basic level,refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a particular organization or issue.
A)True B)False
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Chapter 6: Program Planning
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Sample Questions
Q1) Evaluation must be
A) tactical.
B) measurable.
C) purposeful.
D) measured by metrics.
Q2) A Gantt chart is often used in compiling timetables for campaigns.
A)True
B)False
Q3) An agency planning model likely contains which of the following?
A) Audience
B) Research
C) Competition
D) Conclusions
Q4) A tactic is:
A) measurable
B) the most visible part of a campaign
C) having a strategic plan
D) social media
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Page 8
Chapter 7: Communication
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Sample Questions
Q1) Attitude change and change in overt behavior are difficult objectives for the communicator because of outside factors/variables.
A)True
B)False
Q2) A problem with communication occurs as the audience gets broader because
A) of cognitive dissonance.
B) the message may undergo distortion.
C) feedback is immediate.
D) a lack of symmetry.
Q3) Audience attention is highest at
A) the beginning of the message.
B) the end of the message.
C) the crux of the message.
D) public reaction to the message.
Q4) Which is NOT an aspect of the Decision-Making Unit?
A) competitive advantage
B) personality variables
C) communication behavior
D) socioeconomic concerns
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Chapter 8: Evaluation
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Sample Questions
Q1) If an objective is informational,measurement techniques must show
A) attendance figures.
B) audience exposure.
C) increased sales.
D) print and broadcast mentions.
Q2) An effective readership-interest survey becomes more valuable when it is compared with the
A) measurable objectives.
B) circulation figures of a publication.
C) content analysis of a publication.
D) communication audit.
Q3) Which is NOT a common method to measure reasons behind event attendance?
A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card
Q4) The split-message evaluation approach revolves around a single appeal and audience.
A)True
B)False
Page 10
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) The selection of certain facts,themes,and treatments to shape a story is known as A) transfer.
B) propaganda.
C) agenda setting.
D) framing.
Q2) Usually,only a small number of people at any given time take part in public opinion formation on a specific issue.
A)True
B)False
Q3) The mass media are most influential in forming a person's opinion when the information provided has high emotional appeal.
A)True
B)False
Q4) The value of information and its newsworthiness are based on
A) bottom-line values.
B) gatekeeper preferences.
C) timing and context.
D) geography and psychographics.
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) Minimizing a crisis with a statement that there is "no serious damage or injuries" is known as which type of strategy?
A) denial
B) justification
C) corrective action
D) ingratiation
Q2) Actions taken to appease publics involved,such as free coupons or charitable donations,are referred to as
A) justification.
B) ingratiation.
C) mortification.
D) corrective action.
Q3) Bolstering and reparation are synonymous with which phase of the conflict management life cycle?
A) issues management
B) strategic
C) recovery
D) reactive
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Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) Which is most likely to interest the "baby boomer" generation?
A) social networking
B) self-actualization needs
C) health issues
D) interactive media
Q2) Asian Americans,in particular,can be reached via:
A) television
B) print media
C) radio
D) digital media
Q3) Cite an organization that has been "visionary" and proactive in targeting the Hispanic market.Note specific tactics and examples and what research may have been involved in the planning process.
Q4) Research has shown that teens:
A) are tolerant of print forms and application processes.
B) trust broadcast sources.
C) spend more time online than in interaction with their parents.
D) have better social skills than their older counterparts.
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Chapter 12: Public Relations and the Law
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Sample Questions
Q1) Essentially,the government may regulate advertising that is false,misleading,or deceptive.
A)True
B)False
Q2) Arrangements and fees earmarked for photographers should consider:
A) royalties for each use.
B) media circulation.
C) trademark issues with photos.
D) the reputation of the photographer.
Q3) Press releases are not considered commercial speech.
A)True
B)False
Q4) Using a doctor to endorse drugs not approved by the FDA is legal.
A)True
B)False
Q5) Few organizations encourage employees to have an individual blog.
A)True
B)False
Q6) What are some issues to keep in mind regarding trademarks?
Page 14
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Chapter 13: The Internet and Social Media
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Sample Questions
Q1) Do a "YouTube search" with the name of your university as your search term.What kind of videos appear? Which might be potentially embarrassing for your school,and which ones might be seen as positive and possibly sent by school officials? Should university practitioners monitor such sites?
Q2) Online readers can dig deeper into subjects that interest them by linking to information provided on websites.
A)True
B)False
Q3) The Internet has caused:
A) a democratization of information around the world.
B) people to be more careful about personal information.
C) companies to come together in new and different ways.
D) Microsoft and America Online to partner for national distribution.
Q4) YouTube is essentially this type of device.
A) social networking
B) media-controlled
C) instant messaging
D) video-sharing
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) A speaker should never remain in the room after a press conference about a sensitive issue.
A)True
B)False
Q2) At a press party,the standard practice to make a "pitch" to media members is at the beginning of the socializing period.
A)True
B)False
Q3) A quick reference tool ("crib sheet")for a reporter that gives additional background about an event,product,or company is a
A) news release.
B) mat release.
C) media advisory.
D) fact sheet.
Q4) Earned media is which of the following?
A) sponsored content
B) coverage generated by newsworthy content
C) paid advertisements
D) information published on a company's website
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Chapter 15: Radio and Television
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Sample Questions
Q1) Which is NOT a principal requirement for a successful guest appearance?
A) relaxation
B) storyline/backdrop
C) concise speech
D) preparation
Q2) In a televised public service announcement,the technique of a spokesperson or celebrity talking directly into the camera for 30 seconds is known as a A) planter.
B) talking head.
C) testimonial.
D) soundbite.
Q3) In audio news releases,a soundbite should be 20 seconds or less.
A)True
B)False
Q4) Most interviews are on morning talk shows between the hours of 8 a.m.and noon.
A)True
B)False
Q5) Generally,talk shows book guests 1 or 2 days in advance.
A)True
B)False
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Chapter 16: Meetings and Events
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Sample Questions
Q1) It is recommended that,for corporate sponsorships:
A) For every dollar spent, the sponsor spend twice that much to leverage the sponsorship.
B) Never consider trade-offs.
C) Only do them if the corporation is national.
D) They are always appropriate.
Q2) There are numerous factors to consider when planning an open house or plant tour.List some of these factors and explain why they are important for a successful open house.
Q3) A (n)____ are meetings intended to gather and exchange information,meet other people with similar interests,discuss and act on common problems,and enjoy recreation and social interchange.
A) cocktail reception
B) convention
C) plant tour
D) trade show
Q4) Ceremonies or speeches at receptions or cocktail hours should last a maximum of 5 to10 minutes.
A)True
B)False
Page 18
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Chapter 17: Corporations
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Sample Questions
Q1) Choose two major corporations in your local area and do some research on their corporate mission with regard to social responsibility.Compare and contrast their tactics and how successful you perceive the companies have been in their initiatives.
Q2) The refusal to buy the products or services of an "offending" company is a
A) corporate crisis strategy. B) recall.
C) boycott.
D) media relations tactic.
Q3) Viral marketing is valuable because it
A) helps avoid financial scandal
B) enhances or maintains a company's reputation
C) it addresses objections of special-interest groups
D) it avoids media bias
Q4) The newest trend in product publicity is product placement.
A)True
B)False
Q5) Employees are a less valued public in investor relations.
A)True
B)False
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Chapter 18: Entertainment, Sports, and Tourism
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Sample Questions
Q1) What was the most significant positive story in your college athletic program during the past year? What was the most negative story? Discuss how sports publicists dealt with those issues from a media relations standpoint,how spokespersons may have been involved,the use of websites and other forms of direct communication were utilized,and whether the university as a whole may have been affected by those issues/stories.
Q2) The largest percentage of cruise passengers,especially longer voyages,are families.
A)True
B)False
Q3) Celebrity reputation damage can be minimized if:
A) celebrities listen to seasoned PR counselors.
B) celebrities avoid sticky situations.
C) situations are dealt with in a timely manner.
D) once the damage is done, it's done.
Q4) A key word in travel public relations is:
A) transportation
B) packaging
C) discounts
D) freebies
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Chapter 19: Politics and Government
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Sample Questions
Q1) One of the largest public affairs operations in the federal government is the U.S.Department of Agriculture.
A)True
B)False
Q2) Politicians usually support government spending on public relations.
A)True
B)False
Q3) Lobbying activity serves what purpose?
A) to promote services to government officials
B) to cooperate with government on projects of mutual benefit
C) to counterbalance the actions of governmental bodies
D) to motivate employees to participate in the political process
Q4) Influence peddlers primarily capitalize on
A) issue advertising.
B) connections.
C) lawmakers.
D) soft money.
Q5) Grassroots lobbying encourages private citizens to tweet their opinions.
A)True
B)False
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Chapter 20: Global Public Relations
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Sample Questions
Q1) Research a local/regional public relations firm and note any potential or actual global clientele.Note how/why,you believe,that the firm landed the client(s),and what challenges it may have in keeping it against any competitors.
Q2) Deriving "implicit" meanings rather than from "strict content" is indicative of this situation.
A) mixed-motives
B) high context
C) low context
D) Western
Q3) A significant reason why governments employ public relations efforts is:
A) the engineering of consent/persuasion techniques.
B) to a raise a sense of nationalism.
C) because of wars and conflict.
D) to enact social change.
Q4) The Foreign Agents Registration Act was passed by Congress to
A) require registration of lobbyists working on behalf of foreign governments.
B) register foreign agents visiting the United States.
C) assist the FBI in surveillance.
D) track foreign nationals residing in the United States.
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Chapter 21: Nonprofit, Health, and Education
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Sample Questions
Q1) The greatest determinant of a student's allegiance to the institution is
A) success of athletic teams.
B) quality of teaching.
C) family associations with the institution.
D) affinity with campus clubs and organizations.
Q2) The world's largest foundation is the:
A) Robert Woods Johnson Foundation
B) Ford Foundation
C) Gates Foundation
D) Lilly Endowment
Q3) about three-quarters of all charitable giving in the United States comes from
A) government-affiliated organizations.
B) individual sources.
C) foundations.
D) corporations.
Q4) In general,professional associations are:
A) national in scope.
B) regulated by the government.
C) dominated by one corporation.
D) concerned primarily with membership.
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