Integrated Marketing Communications Exam Review
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels including advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to deliver a unified and compelling brand message. The course delves into the principles of message consistency, audience segmentation, media planning, and the measurement of campaign effectiveness. Through case studies and practical assignments, students learn how to develop and implement comprehensive communication strategies that enhance brand value, foster customer relationships, and achieve organizational marketing objectives in both traditional and digital environments.
Recommended Textbook PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Page 2
Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) (Scenario 1-6) Gillette advertises to consumers, to retailers, and even to wholesalers with the slogan "The Best a Man Can Get" to encourage more distribution of their products. They also have personal salespeople meeting with retailers and wholesalers on a regular basis. They offer promotional items in stores for consumers and are known to sponsor events like NASCAR races. This emphasis on the brand and not just communication is known as
A) primary demand stimulation
B) selective demand stimulation
C) integrated marketing communication
D) advertising
Answer: C
Q2) You are product manager for a company that manufactures copy machines for offices. Therefore, you will most likely
A) ignore not-for-profit businesses.
B) use consumer advertising to reach as many people as possible.
C) eliminate government organizations as a potential target market.
D) use both personal selling and advertising.
Answer: D
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Chapter 2: The Promotion Industry
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70 Flashcards
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Sample Questions
Q1) (Scenario 2-4) What type of agency might Subway select to promote its new line of sandwiches and bread to a national television audience?
A) Full-service advertising agency.
B) In-house advertising agency.
C) Creative boutique.
D) Internet publisher.
Answer: A
Q2) Direct marketing agencies and database agencies (sometimes also called direct response agencies) provide a variety of direct marketing services and maintain and manage large websites as one of their services.
A)True
B)False
Answer: False
Q3) Advertising by social organizations at the national level is common but not at state and local levels.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Evolution of Promoting Brands
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Sample Questions
Q1) During the 1990's, New York was challenged as the "center of the advertising universe" by:
A) London's creative agencies in a new world-wide advertising venue
B) the federal government who broke up agency monopolies into various subsidiaries.
C) highly creative agencies in California, Oregon and Washington.
D) fear of the new media.
Answer: C
Q2) Americans began to fear that they were being seduced by subliminal advertising during the 1950's, and a celebrated example of the hysteria created was the story of:
A) Vicary's false story of embedded messages for Coca-Cola and popcorn at movie theatres
B) "Morning Again in America", a novel by Hal Riney.
C) Phil Dusenberry's true story of "drink me" messages in Pepsi ads
D) Bruce Barton's book about Christ as an ad man
Answer: A
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5
Chapter 4: Understanding the Marketing Environment: Segmentation, Targeting,
and Positioning
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Sample Questions
Q1) Success from applying the STP framework is often short-lived.
A)True
B)False
Q2) Describe the principle known as niche marketing. What are the competitive advantages of marketing to a niche?
Q3) (Scenario 4-1) The position for any one segment should A) also hold an appeal for those outside the segment.
B) be easily communicated to consumers.
C) change occasionally to break through advertising clutter.
D) be the same position selected for any other segments.
Q4) While a company may use a variety of themes in establishing a position, it should communicate only a single theme within any one advertisement.
A)True
B)False
Q5) When formulating a positioning strategy, a multiple benefits to satisfy the target segment should be considered.
A)True
B)False
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Q6) Define and explain the importance of the value proposition in brand promotion.
Chapter 5: Understanding Buyer Behavior and the Communication Process
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Sample Questions
Q1) For a thought to be considered a brand attitude, it must be based on personal experience.
A)True
B)False
Q2) Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.
A)True
B)False
Q3) (Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses nets that won't harm dolphins, she knows the company has that funny, talking tuna in its commercials, she thinks it's tastier than the competition, and it's the kind her mother always buys. These thoughts are known as:
A) a consideration set.
B) a series of beliefs.
C) a series of attitudes.
D) a series of values.
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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Sample Questions
Q1) (Scenario 6-3) The writers of "Overcoming Consumerism" believe that as consumerism grows, people will buy anything and everything. This reduces the incentive for companies to manufacture quality, long-lasting products. On the other hand, according to the textbook, a proponent of advertising might argue that A) the need for long-lasting, high-quality products no longer exists in today's fast-paced world.
B) research has shown that personal happiness increases along with consumption. C) advertising is not creating a materialistic culture; it is a manifestation of that culture D) this wrongly assumes that America is a highly consumption-oriented culture.
Q2) Some advertising critics suggest that advertising can communicate below the threshold of consciousness. Which of the following cons of advertising does this issue most closely relate to?
A) advertising affects programming
B) advertisers deceive via subliminal stimulation
C) advertising is often offensive
D) advertising perpetuates stereotypes
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8
Chapter 7: The International Market Environment for Brand Promotion
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Sample Questions
Q1) (Scenario 7-5) Country X's consumers are, on average, much younger than consumers in the United States. Which of the following world regions in Country X most likely located in?
A) North America
B) Asia
C) Western Europe
D) Africa
Q2) Which of the following is true of rituals? They
A) perpetuate a culture's connection to its core values
B) seem perfectly natural to members of a culture
C) involve many consumer behaviors
D) all of these statements about rituals are true
Q3) There are numerous commercial research firms that can provide advertising relevant data on how consumers around the world
A) vote.
B) petition their governments.
C) display different product use characteristics and preferences.
D) perceive the United States.
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Chapter 8: Messaging and Media Strategies
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Sample Questions
Q1) Lee Clow, "the dude who thought different," thought his own greatest creativity was not individual, but as a synthesizer for others' creativity.
A)True
B)False
Q2) Which of the following is something we know about teams
A) Teams have become the primary means for getting things done
B) Blending diverse expertise in a disciplined team often produces the most innovative ideas
C) Good teams promote personal growth
D) All of these statements are characteristic of good teams
Q3) Executing a successful IMC campaign requires
A) A smart client
B) Plenty of money in the budget
C) A skilled creative team that works well together
D) A leader who makes the right decisions
Q4) The kinds of ads that win awards are usually the same kinds of ads that clients approve will little hesitation.
A)True
B)False
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Chapter 9: The Internet
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Sample Questions
Q1) The Internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?
A) Educational
B) Personal
C) Governmental
D) Military
Q2) (Scenario 9-2) When the lab monitor closed the lab, you were in the process of running a keyword search using Google. This places you in the
A) 75% of web-using American consumers who use it for email
B) 50% of web-using Americans who use it to access the latest news and special topic information
C) 34% of American consumers who use the web to access the latest news and special topic information
D) 31% of American consumers who use it to pay bills
Q3) (Scenario 9-6) Which of the following is "term C"?
A) Reach
B) Pages
C) Hits
D) Visits
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Page 11
Chapter 10: Direct Marketing and Personal Selling
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Sample Questions
Q1) At present, which of the following forms of direct marketing is considered the most controversial?
A) telemarketing
B) direct mail
C) advertorials
D) bulk email
Q2) (Scenario 10-2) Because it's difficult to get visitors to fill out long data forms, Folio only attempts to collect only visitors' names and addresses. A collection of this information is called
A) a computer contact list.
B) a mailing list.
C) an external list.
D) geodemographic data.
Q3) One advantage that direct marketing holds over more conventional forms of mass marketing is that it can identify and serve more-specific segments of the population.
A)True
B)False
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Chapter 11: Sales Promotion and Point of Purchase
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Sample Questions
Q1) Unquestionably, there are numerous positive things that can result from a properly planned sales promotion. However, a manager must also realize that there are potential negatives to a sales promotion effort. As a wise manager, what kind of questions would you ask yourself before committing a substantial amount of money to a sales promotion?
Q2) A ____ requires a consumer to pay most of the cost of an item received as a premium.
A) free premium
B) price-off deal
C) self-liquidating premium
D) trial offer
Q3) One of the purposes of sales promotion is to provide an affiliation value for a brand
A)True
B)False
Q4) Support media are used to reinforce a message that is being delivered by some other advertising vehicle.
A)True
B)False
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Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Sample Questions
Q1) (Scenario 12-3) The account executive approves your suggestions of a 10K heart health race sponsorship for promoting the Acme brand women's angina medication, and asks whether you can "enrich" the idea by presenting some related ideas that will leverage the event to support the brand even further. You email back and offer some ideas. Among those ideas is (are) ____.
A) Creating a limited edition tee shirt specially designed by a local artist that will incorporate the race name and the Acme brand name. The client management team who will attend in support of the race will personally give a tee to each woman who runs.
B) Brand placement in a video game currently under development
C) All of these statements are leveraging ideas
D) A series of kinetic billboards designed to highlight Acme's sponsorship of the race and be posted for two months in advance of race day that also sends interested consumers to the Acme website.
Q2) NASCAR bills itself as
A) the most popular form of car racing
B) bigger and faster than the Kentucky Derby
C) the best marketing opportunity in sports
D) old school in the good way
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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Sample Questions
Q1) (Scenario 13-4) Over the years, Munters has learned that advertising of disaster services is not effective because most people will think they will never be affected by floods. As a result, Munters hopes to change the focus of communication to positive information about how the firm helped fix a terrible situation. Their new marketing graduate suggests that they enlist the testimony of the president of the bank who thought they were invaluable after the last flood. This executive will tout the benefits of what Munters does for the community during emergencies. Munters is doing what?
A) publicity marketing
B) influencer marketing
C) sponsorship marketing
D) internal marketing
Q2) Promoting a product through press releases or events is a public relations tactic to increase sales.
A)True
B)False
Q3) One possible target of a public relations effort is politicians.
A)True
B)False
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Chapter 14: Personal Selling and Sales Management
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Sample Questions
Q1) Which of the following is NOT one of the roles of personal selling?
A) market analysis
B) communications
C) sales coordination
D) stimulating an immediate, measurable change in behavior (i.e., sales)
Q2) By listening carefully, a salesperson can
A) accord uniqueness to each potential buyer.
B) manage a set of buying-selling relationship for mutual benefit.
C) control the communication.
D) close the sale.
Q3) Which of the following is NOT one of the nonmonetary techniques to increase motivation of the salesforce?
A) task clarity
B) job/life satisfaction
C) recognition of goal attainment
D) perquisites/perks
Q4) An outside order taker, such as a retail clerk, simply takes payment for products or services.
A)True
B)False
Page 16
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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Sample Questions
Q1) Physiological measures suffer from some drawbacks. Which of the following is one of these?
A) While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response.
B) Due to the artificial laboratory aspects of the test they lack reliability.
C) They can only be used to understand television advertising.
D) Only negative reactions, not positive reactions can be captured.
Q2) Tracking studies measure the change in an audience's brand awareness and attitude before and after an advertising campaign.
A)True
B)False
Q3) While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the change in sales.
A)True
B)False
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Page 17