Integrated Marketing Communications Exam Review
Course Introduction
Integrated Marketing Communications explores the strategic coordination of multiple promotional tools such as advertising, public relations, sales promotions, direct marketing, and digital media to deliver a unified and consistent brand message to target audiences. The course examines the principles and processes involved in planning, executing, and evaluating integrated campaigns that maximize impact and build strong customer relationships. Students will gain practical insights into aligning communication strategies across channels, measuring campaign effectiveness, and adapting to emerging trends in media and technology within a rapidly evolving marketing environment.
Recommended Textbook
Advertising and IMC Principles and Practice 10th Edition by Sandra Moriarty
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19 Chapters
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2827 Flashcards
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Page 2
Chapter 1: Advertising
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Sample Questions
Q1) The Effie award is given to recognize advertisements that are ________.
A) integrated with other marketing efforts
B) both creative and effective
C) developed into complete advertising campaigns
D) cost-efficient
E) created by in-house agencies
Answer: B
Q2) ________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.
A) Marketing communications (MC)
B) Integrated advertising execution (IAE)
C) Integrated promotional activities (IPA)
D) Integrated marketing communications (IMC)
E) Global marketing communications (GMC)
Answer: D
Q3) Though advertising is used to showcase brands,it cannot actually create consumer demand.
A)True
B)False Answer: False
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Chapter 2: Brand Communication
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Sample Questions
Q1) You just interviewed for a job with Dial,Inc.and learned that they are looking for someone who will call on grocery,drug,and convenience stores to sell and service Dial's health and beauty aid items to these types of retailers.What type of personal selling does this represent?
Answer: Field sales.Field sales are a type of personal selling that includes calls at the place of business by a field representative.
Q2) The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer's ________.
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) exchangers
Answer: B
Q3) The only marketing mix element with communication effects is promotion.
A)True
B)False
Answer: False
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Chapter 3: Brand Communication and Society
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Sample Questions
Q1) Under which of the following are unique trademarks protected from infringement by competitors?
A) Pure Food and Drug Act
B) Wheeler-Lea Amendment
C) Lanham Act
D) Federal Trade Commission Act
E) FTC Improvement Act
Answer: C
Q2) An advertisement that is considered offensive in one context is considered offensive in all contexts.
A)True
B)False
Answer: False
Q3) The Children's Food and Beverage Advertising Initiative is a federal law regulating the marketing of so-called "junk food" to children.
A)True
B)False
Answer: False
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Chapter 4: How Brand Communication Works
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Sample Questions
Q1) Taylor Swift,a singer and actress popular with the target market,appears in the commercial claiming the benefits of the product.Swift is well liked,respected,and believable to this target market.The ads are very successful.What is the most likely reason for the success of this campaign?
A) The target market needed this product.
B) The use of Taylor Swift led to cognitive learning in members of the target market.
C) Taylor Swift was a credible source to deliver this message to this target audience.
D) The use of Taylor Swift was a successful bandwagon appeal.
E) This was a high-involvement product.
Q2) Which of the following refers to the trustworthiness of a person delivering an advertising message?
A) conviction
B) engagement
C) involvement
D) credibility
E) advocacy
Q3) In the SMCR communication process,what is noise and why is it important?
Q4) Why is perception a particularly important facet of the Facets Model of Effects?
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Page 6
Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Which of the following is the fastest growing minority group in the United States?
A) Caucasians
B) African Americans
C) Asians
D) Latinos
E) American Indians
Q2) By treating the diet soda market as relatively homogeneous,what marketing strategy is Pepsi using?
Q3) The position you and your family occupy within your society is known as your
A) subculture
B) culture
C) ethnic group
D) reference group
E) social class
Q4) Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.
Q5) Explain how the VALS system categorizes consumers.
Q6) How might geographic shifts in population impact marketers?
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Chapter 6: Strategic Research
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Sample Questions
Q1) ________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.
A) In-depth interviewing
B) Survey research
C) Focus group interviewing
D) Observation research
E) Ethnographic research
Q2) Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.
A)True
B)False
Q3) Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?
Q4) Explain the differences among market research,consumer research,brand communication research,IMC research,and strategic research.
Q5) Explain how researchers might collect feedback during telemarketing calls.
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Chapter 7: Strategic Planning
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Sample Questions
Q1) FEED USA + Target is a new line of accessories and clothing sold at Target outlets nationwide.A number is printed on each product,indicating how many meals for families and children across America Target will donate as a result of your purchase.Target's marketing of this new line is an example of ________.
A) viral marketing
B) societal marketing
C) business marketing
D) situational marketing
E) value marketing
Q2) Which strategy is designed to focus attention on product differences that are important to consumers and that distinguish the company's product from its competitors?
A) product differentiation
B) segmentation
C) feature analysis
D) benchmarking
E) targeting
Q3) A brand identity typically represents multiple products within a category.
A)True
B)False
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Chapter 8: The Creative Side
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Sample Questions
Q1) Which message strategy approach is most likely to emphasize tangible product features and benefits?
A) resonance sell
B) affective sell
C) hard sell
D) soft sell
E) brand sell
Q2) Which stage of the classic creative process is characterized as an unexpected moment when the idea comes,often when the mind is relaxed and doing something else?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Q3) Name and describe the message format approach that you think best describes the television commercial execution for this campaign.
Q4) Problem solving requires not just logic,but also creative thinking.
A)True
B)False
Page 10
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Chapter 9: Promotional Writing
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Sample Questions
Q1) Which of the following is considered the most important element in radio advertising?
A) human voice
B) instrumental music
C) sound effects
D) motion
E) copy
Q2) Which paragraph(s)most likely gets special attention in body copy?
A) lead only
B) middle and closing
C) lead, middle, and closing
D) lead and closing
E) lead and middle
Q3) One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.
A)True
B)False
Q4) The principles of good copywriting are not really applicable to Web ads.
A)True
B)False
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Chapter 10: Visual Communication
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Sample Questions
Q1) The use of ________ lends a dignity and sophistication to a visual.
A) full color
B) spot color
C) blue and yellow
D) red and orange
E) black and white
Q2) Die cutting is a mechanical technique in which a sharp-edged stamp,or die,is used to cut out unusual shapes.
A)True
B)False
Q3) The process printers use to reduce the original color image to four halftone negatives is called color separation.
A)True
B)False
Q4) Dailies are rough versions of the commercial assembled from cuts of the raw film footage.
A)True
B)False
Q5) Which design principles are most appropriate for what Kimberly wants to do?
Page 12
Q6) What color or colors should Kimberly use to convey the mood she desires?
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Chapter 11: Media Basics
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Sample Questions
Q1) The media are used primarily for advertising.
A)True
B)False
Q2) Give an example of media convergence.
Q3) The majority of media budgets are spent on television advertising.
A)True
B)False
Q4) Media impact begins with ________.
A) impressions
B) circulation
C) exposure
D) reach
E) frequency
Q5) Explain how media technology has changed from the print era to today.
Q6) Your friend is confused about the terms impression and circulation.What would you say to help him understand the difference in these concepts?
Q7) The primary goal of a media plan should be to maximize reach.
A)True
B)False
Q8) What is a media mix?
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Chapter 12: Paid Media
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Sample Questions
Q1) Out-of-home advertising is ________ in that it targets people at specific locations.
A) directional
B) direct
C) indirect
D) situational
E) social
Q2) One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.
A)True
B)False
Q3) Haley and Lauren are trying to figure out how many people will see their newspaper advertisements.They saw that the Hattiesburg American had very different numbers for readership and circulation.Why is that?
Q4) Business magazines target business readers and include trade papers,industrial magazines,and professional magazines.
A)True
B)False
Q5) Explain four advantages of advertising in magazines.
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Chapter 13: Owned, Interactive, and Earned Media
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Q1) Which of the following makes a cell phone or smart phone a personal point-of-sale device?
A) tagging
B) branded entertainment
C) guerilla marketing
D) product placement
E) mobile marketing
Q2) The "Fourth Screen" of marketing is ________.
A) television
B) mobile phones
C) movies
D) personal computers
E) tablets
Q3) What role does customer service play in effective brand communication?
Q4) A shelf talker is an example of publicity media.
A)True
B)False
Q5) Most branded apps are free but linked prominently to a brand.
A)True
B)False
Page 15
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Chapter 14: Media Planning and Negotiation
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Sample Questions
Q1) If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.
A) carryover effect
B) hiatus
C) lead time effect
D) push
E) pull
Q2) Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?
A) cost per point
B) cost per thousand
C) cost per impression
D) brand development index
E) category development index
Q3) A true global medium does not currently exist.
A)True
B)False
Q4) A client at an advertising agency wants to know what reach means.Explain the concept.
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Chapter 15: Public Relations
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Sample Questions
Q1) A feature story is a human interest story rather than a hard news story.
A)True
B)False
Q2) Public relations tools are divided into which two categories?
A) internal and external
B) marketing and corporate
C) controlled media and uncontrolled media
D) controlled message and uncontrolled message
E) controlled contact and uncontrolled contact
Q3) What do companies provide to the media that contains all the important background information,either before members of the press arrive or when they arrive at a press conference?
A) media kit
B) collateral material
C) video news release
D) pitch letter
E) feature story
Q4) In general,who are potential targets for Kellogg's public relations efforts?
Q5) Give three tips for writing an email pitch letter.
Q6) What type of public relations tool does the game at Kelloggs.com represent?
Page 17
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Chapter 16: Direct Response
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Q1) Which of the following is NOT a protection included in the Telemarketing Sales Rule enacted by the Federal Trade Commission in 1995?
A) a prohibition on telemarketing calls made before 8 a.m. or after 9 p.m.
B) strict informational disclosure requirements for telemarketers
C) a prohibition against telemarketers using misrepresentative or misleading statements
D) a provision requiring telemarketers to honor do-not-call lists
E) a provision requiring specific payment collection procedures
Q2) What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?
Q3) The infomercials and print ads allow consumers to purchase directly from the ad itself.There is a mail-in coupon order form,a toll-free phone number,and a Web address given in the print ad that states,"Call Now!" Some infomercials even state that "calls received within the next 30 minutes will receive '2 Free Bonuses' when ordering." Name and describe the type of offer this is,and explain how it is different from the other type of offer.
Q4) Many companies have developed databases and have begun database marketing.Explain what this means.
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Page 18
Chapter 17: Promotions
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Sample Questions
Q1) ________ are premiums,such as a free trip,that a manufacturer gives to a retailer for buying a certain amount of a product.
A) Bonuses
B) Loaders
C) Spiffs
D) Allowances
E) Pulls
Q2) ________ presents the brand's name on something that is given away as a reminder.Examples include calendars,pens,T-shirts,mouse pads,and so forth.
A) A premium
B) A rebate
C) A bonus pack
D) Specialty advertising
E) Specialty sampling
Q3) Shoppers today are more brand loyal,so promotion incentives have to provide substantial incentives to encourage brand switching.
A)True
B)False
Q4) Compare and contrast bonus packs and banded packs.
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Chapter 18: The Principles and Practice of IMC
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Q1) General Mills is expanding its breakfast cereals to Central and South America.What should the company consider when setting the budget?
Q2) Total communication over the life of a brand is referred to as ________.
A) lifetime customer value
B) lifetime customer communication
C) the marketing mix
D) 360-degree communication
E) the integrated marketing campaign
Q3) Mary is the advertising director of a clothing manufacturer that distributes its brand in the United States,Europe,and some Asian markets.She observed that women's preferences in clothes differ considerably in different countries.Explain the strategy Mary likely uses.
Q4) Which of the following is NOT a planning approach for creating global campaigns?
A) local initiative
B) centrally conceived campaigns
C) variations on central campaigns
D) top-down creativity
E) bottom-up creativity
Q5) Explain how a centrally conceived international campaign can be cost efficient.
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Chapter 19: Evaluating Imc Effectiveness
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Q1) Advertising has both instantaneous effects and carryover effects,so both should be measured over time.
A)True
B)False
Q2) Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?
A) brand awareness
B) number of purchases made
C) consumer liking of a brand
D) change in brand perception
E) intent to purchase
Q3) Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?
A) What brand do you prefer?
B) Do you want to try or buy this product/brand?
C) Have you seen this advertisement?
D) What emotions did the ad stimulate?
E) What brand is being advertised in this ad?
Q4) Discuss the use of scanners and scanner research.
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