Integrated Marketing Communications
Chapter Exam Questions
Course Introduction
Integrated Marketing Communications explores the strategic process of coordinating various promotional tools and marketing strategies to create a cohesive and consistent message across multiple channels. The course emphasizes how advertising, public relations, sales promotion, direct marketing, and digital media can work together to build brand awareness, engage target audiences, and achieve organizational objectives. Students learn key concepts in campaign planning, media integration, consumer behavior, and message design, gaining practical knowledge in developing unified communication plans that maximize impact and effectiveness in a competitive marketplace.
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Chapter 1: An Overview of Integrated Marketing Communications
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Q1) A key characteristic of IMC is the building of relationships with customers.Which of the following is NOT a benefit of building relationships?
A) repeat purchases
B) loyalty toward a brand
C) enduring links between a brand and its customers
D) greater profitability
E) huge acquisition costs
Answer: E
Q2) One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions.This is done by creating special events or developing exciting venues that attempt to _____.
A) appeal to consumers' demographic characteristics
B) reposition products or services by connecting with consumers' functional needs
C) generate increased sales to current customers
D) develop new target markets
E) build the sensation that the brand is relevant to the consumer's lifestyle
Answer: E
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Chapter 2: Enhancing Brand Equity and Accountability
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Q1) What is the initial challenge for new brands?
A) achieving brand awareness
B) enhancing brand image
C) achieving brand preference
D) achieving brand insistence
E) building revenue premium
Answer: A
Q2) Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to
_____.
A) shift budgets from program element to element
B) reposition products to better meet the needs of consumers
C) develop new products and services
D) construct more appropriate messages for their target market
E) identify new markets for their products and/or services
Answer: A
Q3) Research has identified ten personality dimensions that describe most brands.
A)True
B)False
Answer: False
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Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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Q1) The Wave Runner is a marina which retails recreational water gear.The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design.This same ski is offered at a lower price under a less prestigious brand name,but consumers perceive the O'Brien ski to be a higher quality product.In this case,the O'Brien ski is favored because of the product's perceived _____.
A) observability
B) trialability
C) relative advantage
D) complexity
E) compatibility
Answer: C
Q2) Explain the role of the fair use doctrine in copyright protection.
Answer: The fair use doctrine is part of the Copyright Act and it states that use of copyrighted work for the purpose of criticism,comment,news reporting,teaching,scholarship,or research is not a copyright infringement.
Q3) A good brand name will help consumers to identify who your competitors are.
A)True
B)False
Answer: False
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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Q1) Regulators have been most active in the area of _____.
A) advertising
B) personal selling
C) sales promotion
D) packaging
E) publicity
Q2) The FDA regulates the brewing and liquor industries.
A)True
B)False
Q3) What are the three basic elements of the FTC's current policy determining whether or not an ad is deceptive?
A) misleading, reasonable consumer, and material
B) misleading, typical consumer, and injury
C) comparative ad, misleading, and reasonable consumer
D) injury, not avoidable, and material
E) injury, reasonable consumer, and false
Q4) Discuss the self-regulation of advertising that occurs before and after an ad appears in the media.
Q5) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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Q1) Leslie was born in 1957.To which generation does she belong?
A) Generation X
B) Generation Y
C) Baby Boom
D) Yup & Comers
E) Traditionalists
Q2) Approximately _____ percent of Hispanic Americans speak only or mostly Spanish at home.
A) 20
B) 30
C) 40
D) 50
E) 60
Q3) In the U.S.,middle-agers (ages 35 to 54)have _____ in recent years.
A) stayed the same in number
B) decreased in number
C) increased in number
D) become less affluent
E) become more affluent
Q4) Explain how marketers create meaning for a brand.
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Chapter 6: The Communication Process and Consumer Behavior
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Q1) The two main stages of perceptual encoding are feature analysis and delayed synthesis.
A)True
B)False
Q2) Semiotics is the study of meaning and the analysis of meaning-producing events.
A)True
B)False
Q3) The simplest of all decision heuristics is _____.
A) affect referral
B) compensatory
C) conjunctive
D) lexicographic
E) disjunctive
Q4) Which of the following is NOT a communications activity?
A) source
B) communication objective
C) message
D) stimuli
E) feedback
Q5) Discuss the implications associated with consumer miscomprehension.
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Q1) Identify and explain the six tools of influence that were identified by Robert Cialdini.
Q2) Motivation is high when a message relates to a person's present goals and needs.
A)True
B)False
Q3) Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.
A)True
B)False
Q4) According to the ELM theory,people experience only temporary attitude changes when persuaded via the peripheral route.
A)True
B)False
Q5) The effective component of an attitude refers to the evaluative or feeling aspect of an attitude.
A)True
B)False
Q6) Explain how the concept of click-whirr behavior applies to consumers.
Q7) Explain the significance of the theory of psychological reactance.
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Chapter 8: Objective Setting and Budgeting
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Q1) According to the hierarchy-of-effects model,brand-loyal consumers are the ultimate goal.
A)True
B)False
Q2) Harriet is a marcom manager who asserts that using sales as the objective for a branded product's marcom effort is unsuitable because she feels that sales are a function of other factors in addition to marcom efforts.Harriet is espousing which view?
A) traditional view
B) common view
C) heretical view
D) revolutionary view
E) middle-of-the-road view
Q3) Which of the following can impact the sale-to-advertising response function?
A) creativity of advertising execution
B) state of the economy
C) intensity of competitive advertising efforts
D) overall quality of the brand's mix
E) All of these are correct.
Q4) Name and describe the four practical budgeting methods.
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Chapter 9: Overview of Advertising Management
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Q1) Customers are known to be more responsive to retailers' price deals when retailers
A) use rebate offers
B) advertise those deals
C) offer coupons
D) provide additional incentives
E) include in-package premiums
Q2) Most of the major U.S.advertising agencies are located in _____.
A) Detroit
B) Chicago
C) Los Angeles
D) Dallas
E) New York City
Q3) Most successful companies are aware that consistent investment spending is the key factor underlying successful advertising.
A)True
B)False
Q4) Describe the various forms of advertising agency compensation.
Q5) Describe the advertising management process from the advertiser's perspective.
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Q6) List and describe the five functions of advertising.
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Chapter 10: Effective and Creative Ad Messages
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Q1) The _____ creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.
A) preemptive
B) unique selling proposition
C) positioning
D) resonance
E) emotional
Q2) Which form of advertising focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests?
A) advocacy advertising
B) corporate advertising
C) non-profit advertising
D) primary advertising
E) secondary advertising
Q3) A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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Q1) Humor enhances liking of both the advertisement and the advertised brand.
A)True
B)False
Q2) A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.
A)True
B)False
Q3) Marketers can enhance the consumers' opportunity to encode information by _____.
A) using loud music
B) using colorful ads
C) repeating brand information
D) employing verbal framing
E) increasing curiosity about the brand
Q4) Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.
A)True
B)False
Q5) Discuss why the use of humor in an advertisement might NOT be effective?
Q6) Under what conditions should comparative advertising be used?
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Chapter 12: Traditional Advertising Media
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Q1) An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.
A) television
B) billboard
C) newspaper
D) radio
E) magazine
Q2) More than any other medium,television is able to use humor as an effective advertising strategy.
A)True
B)False
Q3) The best medium to leverage television advertising through the transfer of images is _____.
A) the Internet
B) radio
C) outdoor
D) magazines
E) newspaper
Q4) Compare and contrast network,spot,syndicated,cable,and local advertising on television.
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Chapter 13: Online and Mobile Advertising
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Q1) Integration and interactivity are key features of the Internet and of advertising in this medium.
A)True
B)False
Q2) One of the fastest growing forms of Internet advertising is _____ including so-called Webisodes.
A) blogging
B) banner ads
C) video ads
D) spamming
E) superstitials
Q3) To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.
A)True
B)False
Q4) Consumers' Internet usage continues to grow at the expense of the traditional media.
A)True
B)False
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Chapter 14: Social Media
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Q1) Which of the following is NOT a way to advertise on social networks?
A) page publishing
B) Google adwords
C) friend stories
D) sponsored stories
E) social ads
Q2) Traditional media still outscores social media on _____.
A) reach
B) usability
C) cost
D) immediacy
E) changeability
Q3) comScore offers audience measurement statistics through a panel and includes brand impressions and the weight of brand campaigns.
A)True
B)False
Q4) Facebook offers a roadblock ad option which takes over a user's newsfeed to illustrate a full-screen video ad.
A)True
B)False
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Chapter 15: Direct Marketing and Other Media
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Q1) Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.
A) magazine
B) radio
C) television
D) direct mail
E) newspaper
Q2) Research shows that users of yellow pages tend to have relatively low household incomes.
A)True
B)False
Q3) If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.
A)True
B)False
Q4) Data miners look for revealing relations among the variables contained in the a database.
A)True
B)False
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Chapter 16: Advertising Media: Planning and Analysis
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Q1) Assume that the target market for a brand advertising in a magazine that reaches 5 million readers is only 3 million consumers.The cost of advertising in this magazine is $150,000 per 4-color page.The CPM-TM is _____.
A) $33.33
B) $30.00
C) $75.00
D) $50.00
E) $500.00
Q2) Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.
Q3) The first step involved in using media-planning software is to select the criterion for schedule optimization.
A)True
B)False
Q4) According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.
A)True
B)False
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Chapter 17: Measuring Ad Message Effectiveness
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Q1) Which form of message research is concerned with generating insights into and interpretations of those advertising elements that influence people's response to advertisements?
A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable
Q2) At which stage of development can ad message research be conducted?
A) at the copy development stage
B) at the "rough" stage (e.g., animatics, photomatics)
C) at the final production stage, but prior to placing the ad in the media
D) after the ad has been run in media
E) All of these are correct.
Q3) Mapes & Ross provides recall testing of ____.
A) banner ads
B) television commercials
C) radio commercials
D) sales promotion
E) print ads
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Q1) In order to avoid paying slotting allowances,a manufacturer can _____.
A) invest in a "pull" strategy
B) invest heavily in R&D to develop meaningful new products
C) refuse to pay them
D) All of these are correct.
E) None of these are correct.
Q2) Forward buying does not always benefit manufacturers because _____.
A) the savings from forward buying are passed on to consumers by retailers
B) distribution costs are increased
C) retailers' margins are reduced
D) manufacturers' margins are increased
E) All of these are correct.
Q3) Alan Manufacturing Company rewards retailers for selling increased quantities of their brands to shoppers.This reward is called _____.
A) push money
B) pay-for-performance
C) slotting allowances
D) account-specific marketing
E) bill-back allowances
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Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Q1) Explain the circumstances when sampling is appropriate.
Q2) Sampling to college students at the beginning of a new school year or to new parents in hospital maternity wards are examples of _____ sampling.
A) high-traffic location
B) brand-image
C) life-cycle
D) change-point
E) hedonic
Q3) Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon printed on the back of the package worth 2 dollars off of her next purchase of this brand.What type of coupon is this?
A) in-pack coupon
B) on-pack coupon
C) crossruff coupon
D) bounce-back coupon
E) buy-again coupon
Q4) Coupons are the premier sales-promotion device for generating trial usage.
A)True
B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Self-liquidating offers usually require that the consumer mail in a stipulated number of proofs-of-purchase,along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item.
A)True
B)False
Q2) Which of the following is a characteristic by which completed promotion programs can be judged?
A) expense
B) efficiency
C) execution ease
D) equity enhancement
E) All of these are correct.
Q3) Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image.Name and describe consumer promotions that are appropriate for achieving this objective.
Q4) No type of premium offer can serve to enhance a brand's image.
A)True
B)False
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Q5) Define what a premium is,and name and describe the four types of premiums.
Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Q1) An opinion leader is a person who frequently influences other individuals' attitudes or overt behavior.
A)True
B)False
Q2) Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.
A) competitive rumor
B) conspiracy rumor
C) reactive rumor
D) contamination rumor
E) false rumor
Q3) _____ is an organizational activity involved with fostering goodwill between a company and its various publics.
A) Advertising
B) Promotion
C) Public relations
D) Personal selling
E) Marketing
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Q1) Advertisers typically purchase painted bulletin billboards _____.
A) for a one- to three-year period
B) for a five- to ten-year period
C) on a monthly basis
D) for a three-month period
E) for a six-month period
Q2) On-premise signs enable consumers to identify and locate businesses and can influence their store-choice decisions and prompt impulse purchasing.
A)True
B)False
Q3) Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.
A)True
B)False
Q4) Blue suggests coolness and refreshment.
A)True
B)False
Q5) Name and describe the four categories of POP materials.
Q6) Name and describe the two major forms of billboard advertising.
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Chapter 23: Personal Selling
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Q1) In a sales presentation,Jerry asks the prospect,"How does this problem affect your firm's return on investment (ROI)"? Jerry is using a _____ question in the SPIN method.
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q2) The primary difference between trade salespeople and missionary salespeople is that trade salespeople sell _____ direct customers while missionary salespeople sell _____ direct customers.
A) through; for B) for; through C) to; from D) from; to
E) there is no difference between trade and missionary salespeople
Q3) Salespeople prospect for clients using both internal company sources and external list sources.
A)True
B)False
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