Integrated Marketing Communications
Exam Solutions
Course Introduction
Integrated Marketing Communications (IMC) explores the strategic process of coordinating and unifying various marketing channels to deliver a consistent, clear, and compelling message about an organization and its products or services. This course examines the integration of advertising, public relations, sales promotion, digital media, direct marketing, and personal selling, emphasizing the role each plays in building a cohesive brand identity. Through case studies and practical assignments, students will learn how to design, implement, and evaluate comprehensive IMC campaigns, analyze consumer behavior, and leverage communication tools to achieve marketing objectives and maximize the effectiveness of marketing efforts in a competitive marketplace.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
Source URL: https://quizplus.com/study-set/2020 Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40186
Sample Questions
Q1) The collection and analysis of extremely large data sets:
A) result in delays in the development of marketing strategies.
B) do not aid with relationship marketing.
C) are called big data.
D) have declined in recent years.
Answer: C
Q2) One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do,but for what they:
A) cost.
B) mean.
C) look like.
D) promise.
Answer: B
Q3) A physiological and/or psychological dependency on products or services is called consumer:
A) gratification.
B) conditioning.
C) addiction.
D) obsession.
Answer: C
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Chapter 2: Perception
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) While most automobile companies want to be viewed as being stylish or safe,Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's:
A) positioning strategy.
B) market segmentation.
C) consumer profiling.
D) primary research.
Answer: A
Q2) Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.
A)True
B)False
Answer: False
Q3) List the five sensory systems.
Answer: sight,sound,smell,taste,and touch
Q4) What is the principle of similarity?
Answer: The <b>principle of similarity</b> tells us that consumers tend to group together objects that share similar physical characteristics; that is,they group like items into sets to form an integrated whole.
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Chapter 3: Learning and Memory
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:
A) motivated learning.
B) retrieval learning.
C) modelling.
D) automatic conditioning.
Answer: C
Q2) Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:
A) product association.
B) product knock-offs.
C) licensing.
D) allowable franchising.
Answer: C
Q3) "Shaping" is the term used for learning by imitating the behaviour of others.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Motivation and Affect
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) If we achieve a "flow state" in regards to our company website,the visitor:
A) wants to buy immediately.
B) wants to exit immediately.
C) loses all track of time.
D) does not feel in control.
Q2) In terms of SMART goal setting,"S" stands for:
A) simple.
B) specific.
C) satisfy.
D) successive.
Q3) Which element below is an example of message-response involvement?
A) mass customization
B) SMART
C) valences
D) spectacles
Q4) Describe the different types of consumer involvement.
Q5) Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.
A)True
B)False
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Chapter 5: The Self
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Society teaches expectations about the appropriate behaviour for men and women. For example,communal goals such as affiliation are typically taught to men to facilitate their success in team sports.
A)True
B)False
Q2) The tendency for us to behave in a way that coincides with our perception of what others expect of us is called self-image congruency.
A)True
B)False
Q3) A distorted body image has been linked to eating disorders. People with ________ see themselves as being too fat and they virtually starve themselves in the quest for thinness.
A) hypochondria
B) fattism
C) anorexia
D) an ideal self
Q4) Explain what is meant by "self-image congruence."
Q5) Define androgyny and provide an example of it.
Q6) Discuss the importance of the LGBT market to marketers.
Page 7
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Chapter 6: Personality, Lifestyles, and Values
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) A household cleaner that advertises its durability is appealing to which type of value?
A) cultural
B) core
C) product-specific
D) consumption-specific
Q2) The theories of ________ highlight the potential importance of unconscious motives underlying purchases.
A) Horney
B) Jung
C) Katz
D) Freud
Q3) In the 1950s,a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.
A) psychic research
B) sexual symbology
C) motivational research
D) psychographics
Q4) What is materialism? What are some of the negative consequences of materialism?
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Page 8
Chapter 7: Attitudes
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40192
Sample Questions
Q1) The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times on Ron's favourite sports program. Ron's A d should be positive.
A)True
B)False
Q2) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation,and how they can be applied to marketing strategy.
Q3) Define a descriptive norm. Give an example.
Q4) Affect refers to the way consumers feel about an attitude object.
A)True
B)False
Q5) Define an injunctive norm. Give a short example.
Q6) A marketing message is a special type of an attitude object.
A)True
B)False
Q7) Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.
Q8) List some of the types of feelings that can be generated in commercials.
Page 9
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Chapter 8: Attitude Change and Interactive Communications
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118 Verified Questions
118 Flashcards
Source URL: https://quizplus.com/quiz/40193
Sample Questions
Q1) Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about the topic is judged to be inaccurate,the source is said to have:
A) marketing deficiency.
B) knowledge bias.
C) knowledge gap.
D) reporting bias.
Q2) A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.
Q3) Compare and contrast hype versus buzz. Which would you like to encourage as a marketer?
Q4) Microsoft is actively considering hiring Sidney Crosby as a spokesperson for its network software division. Comment on this situation.
Q5) Why is the relationship between fear and attitude change considered non-montonic?
Q6) Identify the major elements of the traditional communications model.
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Chapter 9: Individual Decision Making
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Susan is trying to select a tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including the cost,the weather,and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the ________ in hospitality marketing.
A) rational perspective
B) behavioural influence perspective
C) psychological perspective
D) experiential perspective
Q2) Explain the concept of limited problem solving.
Q3) Ella's absolute favourite cereal is Love Crunch by Nature's Path. However,one day she decides to switch to a less-liked cereal,just to "mix things up." What concept does this behaviour demonstrate and why did she likely do this?
Q4) The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:
A) hypermarketing.
B) hemomarketing.
C) cybermarketing.
D) neuromarketing.
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Page 11
Chapter 10: Buying and Disposing
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Consumers who get restless from waiting in line to purchase an item may be turned off. They are experiencing the negative aspects of psychological time.
A)True
B)False
Q2) Describe the expectancy disconfirmation model and give an example of its application.
Q3) Build-a-Bear,Michael's,and Beadniks are all examples of:
A) activity stores.
B) impulse buying.
C) pretailing.
D) marketscape themes.
Q4) What is meant by the term "identity negotiation"?
Q5) Our experience of time is largely a result of:
A) our experiences.
B) the role we play.
C) social dimension.
D) our culture.
Q6) A temporal factor is one that reflects your sense of time.
A)True
B)False
Page 12
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Chapter 11: Group Influence and Social Media
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/40196
Sample Questions
Q1) We may not wish to be identified with a particular group,so we take great care not to dress nor act like members of that group. The group from which a consumer actively tries to distance himself is called a:
A) rejection reference group.
B) negative externality.
C) paradox reference group.
D) dissociative reference group.
Q2) Entertainer Madonna made a distinctive fashion statement when she wore lingerie as outer wear. Some consumers voluntarily imitated these outfits and began buying bustiers to identify with the Madonna image. What kind of power base did Madonna have?
A) referent power
B) information power
C) legitimate power
D) expert power
Q3) Explain what the wisdom of crowds refers to.
Q4) Consumers tend to like persons or things simply as a result of seeing them more often.
A)True
B)False
Page 13
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Chapter 12: Income, Social Class, and Family Structure
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) The millions of consumers around the world who can now afford higher-quality products are referred to as belonging to the:
A) global middle class.
B) mobile class.
C) swing class.
D) mass class.
Q2) A census family is defined as any household of individuals living together.
A)True
B)False
Q3) The concept of social class has been valuable in marketing because it tells researchers how money is spent. Unfortunately,however,social class has failed to tell marketers how much money will be spent within each class.
A)True
B)False
Q4) Albert accounts for every penny he spends because he would rather save money than spend it. Doreen,his wife,complains he is a "tightwad." Is she right? Explain.
Q5) Who are boomerang kids?
Q6) What is discretionary income?
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Chapter 13: Subcultures
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113 Verified Questions
113 Flashcards
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Sample Questions
Q1) Ricardo is a "foodie" who is overeducated and underemployed. He is most likely a:
A) Gen Xer.
B) Gen Yer.
C) boomer.
D) Gen Zer.
Q2) What is a multigenerational marketing strategy?
Q3) Erika and Hans,aged 21 and 22 years,have shared many experiences: a U2 concert in Brussels,skydiving in Bonn,and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age:
A) identity.
B) cohort.
C) delineation.
D) culture.
Q4) The term "echo boomers" is used by marketers to refer to:
A) children born between 1947 and 1966.
B) children of baby boomers.
C) the yuppies' children.
D) those children who were born around 2000, at the turn of the century.
Q5) What products or services may especially benefit from the surging grey market?
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Chapter 14: Cultural Influences on Consumer Behaviour
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/40199
Sample Questions
Q1) Cross-culturally speaking,the extent to which the welfare of the individual versus that of the group is valued is referred to as:
A) individualism/collectivism.
B) uncertainty avoidance.
C) masculinity/feminity.
D) power distance.
Q2) The way in which a system is adapted to its habitat is termed:
A) ecology.
B) social structure.
C) ideology.
D) ethos.
Q3) Gina wakes up,brushes her teeth,takes a shower,dresses for work,puts on make-up,grabs a breakfast drink,briefcase,and her phone as she catches her bus to the office. This is called:
A) a group ritual.
B) binary opposition.
C) a cultural ritual.
D) preparing for battle.
Q4) What is an antiglobal consumer?
Q5) Explain the difference between sacred and profane consumption.
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) What is the throughput sector?
Q2) Individuals and organizations responsible for creating and marketing a cultural product are:
A) marketing mavens.
B) a culture production system.
C) influence peddlers.
D) designer monoliths.
Q3) Which of the following describes a fad?
A) can be personalized
B) offers meaningful functionality
C) utilitarian
D) often adopted on impulse
Q4) Social networking changes have prompted a movement away from:
A) consumerspace.
B) innovation.
C) the traditional music industry.
D) marketerspace.
Q5) If your firm created a revolutionary digital communications product that promised to "turn world markets on its ear," what should the general content of your advertising message be?
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