Integrated Marketing Communications
Final Exam
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels to deliver a consistent and compelling message to target audiences. The course examines the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to enhance brand awareness and drive consumer engagement. Students will learn to develop cohesive communication plans, analyze market research, and evaluate the effectiveness of integrated campaigns, preparing them for roles that require a holistic understanding of modern marketing practices.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) Define GIMC. Why is GIMC important?
Answer: GIMC is globally integrated marketing communications. It is important because most companies compete in an international arena.
Q2) An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.
A)True
B)False
Answer: True
Q3) The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:
A)digital and alternative communication venues.
B)pull marketing strategies.
C)integrated marketing communication firms.
D)their own marketing departments instead of advertising agencies.
Answer: A
Q4) What are the IMC components?
Answer: The components are: IMC foundation, advertising, digital and alternative, selling, and integration.
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Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) Brands are names generally assigned to individual goods or services or to sets of products in a line.
A)True
B)False
Answer: True
Q2) To establish a strong brand image, a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product's benefits.
A)True
B)False
Answer: False
Q3) Perceptions of a brand's image are based solely on price and quality.
A)True
B)False Answer: False
Q4) A corporate or brand image summarizes what the company or brand stands for as well as how it is known in the marketplace.
A)True
B)False Answer: True
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) A modified rebuy is a reorder from the same vendor.
A)True
B)False
Answer: False
Q2) The set of brands a consumer knows about but has neither positive nor negative feelings for is part of which set?
A)Inept
B)Inert
C)Cognitive
D)Evoked Answer: B
Q3) Describe a modified rebuy business-to-business purchasing situation.
Answer: In a modified rebuy situation, the buying team considers and evaluates alternatives.
Q4) The higher the perceived benefit a consumer receives from an external search for information; the less likely he or she will be to spend time searching for information.
A)True
B)False Answer: False
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Chapter 4: The Imc Planning Process
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) A flighting communications schedule involves communications only at specific times during the year with periods of no marketing communications at other times.
A)True
B)False
Q2) If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:
A)product attributes.
B)based on competitors.
C)use or application.
D)price-quality relationship.
Q3) The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.
A)True
B)False
Q4) A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.
A)True
B)False
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample
Questions
Q1) The key phrase in an advertisement, such as "Just Do It" for Nike is called a tagline.
A)True
B)False
Q2) In the hierarchy of effects model, after preference comes:
A)the actual purchase.
B)recognition.
C)knowledge.
D)conviction.
Q3) Personal chemistry is a selection factor that should:
A)be examined early in the selection process.
B)never affect the choice, which should only be made rationally.
C)determine if an in-house agency should be chosen.
D)be considered in the final stages of selection.
Q4) A key component of building brand image and brand equity is developing brand awareness.
A)True
B)False
Q5) Describe a creative pitch and a shootout.
Q6) Describe the 75-15-10 rule.
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample Questions
Q1) Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.
A)sex
B)emotional
C)fear
D)scarcity
Q2) The largest number of complaints that the FTC hears about potentially misleading advertisements are ads using the hyperbole message strategy approach.
A)True
B)False
Q3) A hyperbole message strategy is a conative form of message strategy.
A)True
B)False
Q4) What are the various types of appeals that can be used in advertising and what is the primary benefit of each type?
Q5) Informative executions work best for low-involvement products.
A)True
B)False
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.
A)True
B)False
Q2) A media strategy is the process of:
A)investigating the media usage of a product's target market.
B)analyzing and choosing media for an advertising and promotions campaign.
C)selecting the outlets of each media that will be used for an advertising campaign.
D)choosing the proper appeal, message, strategy, and execution.
Q3) Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.
A)True
B)False
Q4) If effective reach and/or effective frequency are too low:
A)the company needs a larger advertising budget.
B)the company has not spent all of its advertising budget.
C)some of the company's budget may be wasted on extra exposures.
D)the company will fail to attain its intended objectives.
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) While the internet makes it possible to reach customers anywhere in the world, many companies turn away from international orders because they do not have processes in place to fill them.
A)True
B)False
Q2) To be successful in using financially-based incentives to encourage online purchases, the incentives:
A)must match the target market of the website.
B)should offer something free.
C)apply to all customers, not just first time purchasers.
D)should be meaningful to those visiting the website and be changed periodically.
Q3) According to BizRateResearch, the most effective financial incentive for consumers is:
A)a price discount.
B)a contest and sweepstakes.
C)a free gifts.
D)free shipping.
Q4) Describe the characteristics of a successful e-commerce site.
Q5) What are the ingredients of a successful email campaign?
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) Functions of social listening include each of the following except:
A)react to negative comments.
B)gather topics for branded content.
C)detect patterns or shifts in views of consumers.
D)generate sales leads.
Q2) The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:
A)content seeding.
B)viral marketing.
C)consumer-generated reviews.
D)real-time marketing.
Q3) Brand advocates exhibit each of the following characteristics except:
A)behavioral commitment.
B)member of multiple social networking sites.
C)quality communication skills.
D)emotional connection to the brand.
Q4) Give a broad overview of Twitter and its appeal to marketers.
Q5) What is viral marketing and what are the keys to a successful viral campaign?
Q6) Explain the differences in the terms social media, social network, and social media marketing.
Page 11
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Branded entertainment is the insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers.
A)True
B)False
Q2) In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising.
A)True
B)False
Q3) Guerilla marketing includes each of the following characteristics except:
A)a national integrated campaign.
B)interacting with consumers.
C)personal communications.
D)excitement that will spread to others.
Q4) Of the following age groups, which one is most receptive to product placements and branded entertainment?
A)15-34
B)35-49
C)50-64
D)65+
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) In a frequency program, research indicates the best method is to provide rewards:
A)only when requested.
B)to every person.
C)using a fixed ratio schedule.
D)using a variable ratio schedule.
Q2) When purchasing a direct mailing list, a response list consists of individuals who have:
A)met a specific demographic profile.
B)responded to previous direct mail offers made by the company purchasing the list.
C)made purchases or responded to direct mail offers in the past.
D)responded to a direct mail offer within the last 30 days.
Q3) In the selling process, which step follows the sales presentation?
A)Handling objections
B)Knowledge acquisition
C)Sales closing
D)Follow-up
Q4) Discuss the concept of data-driven communication.
Q5) Describe trawling.
13
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Chapter 12: Sales Promotions
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) Each of the following is an important key to building a successful premium program except:
A)match the premium to the target market.
B)select premiums that are highly popular and current fads.
C)select premiums that reinforce the firm's product and image.
D)integrate the premium with other IMC tools.
Q2) A free toy placed inside a package of cereal is an example of an in- or on-package premium.
A)True
B)False
Q3) Premiums are normally much more successful than coupons in increasing sales and profits.
A)True
B)False
Q4) A pharmaceutical company giving free samples of medicine to a physician is which type of sampling?
A)Direct
B)Professional
C)Selective
D)Media
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Chapter 13: Public Relations and Sponsorship Programs
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.
A)True
B)False
Q2) When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:
A)impression management.
B)crisis management.
C)enhancement.
D)entitling.
Q3) Damage control and greenwashing are essentially the same public relations practices.
A)True
B)False
Q4) What is cause-related marketing and why is it important?
Q5) Tracking the results of an event marketing campaign and sponsorship is important in order to evaluate the investment.
A)True
B)False
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Chapter 14: Regulations and Ethical Concerns
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197 Flashcards
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Sample Questions
Q1) Describe a consent order made by the Federal Trade Commission (FTC).
Q2) Business ethics are:
A)beliefs or principles that individuals hold concerning what is right and what is wrong.
B)moral principles that individuals hold concerning what is right and what is wrong.
C)moral principles that serve as guidelines for both individuals and organizations.
D)beliefs or principles that serve as guidelines for both individuals and organizations.
Q3) The Children's Advertising Review Unit (CARU)of the CBBB investigates and monitors all forms of advertising in all media directed toward children younger than 18 years of age.
A)True
B)False
Q4) The most common and well-known advertising and marketing industry regulatory agencies are all part of the FTC.
A)True
B)False
Q5) Identify and describe two philosophies of life.
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Chapter 15: Evaluating an Integrated Marketing Program
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Which statement below concerning purchase simulation tests is false?
A)They are performed in laboratory settings.
B)They measure opinions and attitudes.
C)They are a form of pre and posttest.
D)They are designed to resemble a shopping experience.
Q2) The online metric that measures how long an individual stays at a particular website is:
A)click-throughs.
B)length of engagement.
C)impressions.
D)brand awareness.
Q3) Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).
Q4) Describe a purchase simulation test.
Q5) A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.
A)True
B)False
Q6) What behavioral measures of advertising effectiveness are possible?
Q7) What items should be identified when evaluating an advertising program?
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