Integrated Marketing Communications
Midterm Exam
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools advertising, public relations, sales promotion, direct marketing, and digital media to deliver a consistent and compelling message to target audiences. This course examines how companies develop unified communication strategies to build strong brand equity, foster customer relationships, and drive organizational success. Students will analyze case studies and create integrated campaigns, learning how to align messaging across channels, measure campaign effectiveness, and adapt to evolving marketing landscapes.
Recommended Textbook PROMO2 2nd Edition by Thomas O'Guinn
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Chapter 1: The World of Integrated Marketing Communication
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Sample Questions
Q1) (Scenario 1-1) One person receives a direct mail piece from Super K that offers a free T-shirt with a Super K logo on it and thinks the offer is pretty cool. Another person receives the same direct mail piece and thinks that anyone who would display the name of a grocery store on his or her clothing must be unsophisticated. The differing interpretations are most likely the result of
A) differing content.
B) the rules and regulations of the direct mail medium.
C) incorrect target marketing.
D) the salient social networks of the recipients.
Answer: D
Q2) A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to directly generate sales.
A)True
B)False
Answer: True
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Page 3
Chapter 2: The Promotion Industry
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Q1) (Scenario 2-6) SC Johnson managers have agreed that their advertising agency will be compensated based on measures of audience awareness of their consumer products. This indicates that they have chosen a ____ compensation program for their agency.
A) commission
B) fee
C) markup
D) pay-for-results
Answer: D
Q2) A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on a fixed percentage of the media spending amount.
A)True
B)False Answer: False
Q3) DeeAnne Watson ensures that research is part of each creative development decision; she is a media planner.
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) (Scenario 3-3) In recent years, the center of "creative power" has moved from New York City to another area of the country. The agencies in this region tend to be more creatively oriented, and the high school teacher who created the first consumer produced ad is an example of the creativity of the new center. Which of the shifts below describe that shift?
A) Chicago to Los Angeles.
B) New York City to Toronto and Mexico City.
C) Boston to Denver.
D) New York to California, Oregon and Washington.
Answer: D
Q2) During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues.
A)True
B)False
Answer: True
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Chapter 4: Understanding the Marketing Environment: Segmentation, Targeting, and Positioning
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Q1) Self expressive benefits can be the basis for effective positioning. With this approach the purpose is
A) to create distinctive images or personality traits for the brand and then invite the consumer into the brand's community
B) on benefit, user and competitive positioning, rather than emotional differentiation.
C) on making a product that doesn't compete directly with the competition.
D) on identifying groups of customers that can be served in a specifically utilitarian way.
Q2) Aligning the marketing mix to yield distinctive approval for the target segment is A) differentiation.
B) positioning.
C) segmenting.
D) targeting.
Q3) State Farm's "Like a good neighbor" ad campaign is an example of positioning consistency over the long run.
A)True
B)False
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Chapter 5: Understanding Buyer Behavior and the Communication Process
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Q1) "Involvement" in the context of consumer decision making is
A) the symbolic meaning consumers take from brands.
B) a sense of being that brands can give some consumers.
C) the past experience a consumer has with certain brand features.
D) the degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context.
Q2) A company that sells charcoal briquettes places an advertisement that says that it's not the Fourth of July unless there's a cookout, and it's not a cookout unless you have plenty of their charcoal. This is an example of a company trying to
A) change a closely held value.
B) attach itself to a core cultural value.
C) become part of a ritual that involves consumption.
D) become part of a habitual ritual.
Q3) Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer begins an external search.
A)True
B)False
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Page 7
Chapter 6: The Regulatory and Ethical Environment of Promotions
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Q1) With regard to deception in advertising, the FTC and various court decisions have concluded that
A) there must be a representation, omission or practice that is likely to mislead the consumer
B) the representation, omission or practice must be judged from the perspective of the consumer
C) the representation, omission or practice must be a "material" one
D) all of these are the essential elements in declaring an ad deceptive
Q2) The desire to restrict advertising to children is based on the concern that A) advertising promotes superficiality.
B) advertising promotes values founded in material goods and consumption. C) children are inexperienced consumers and are easy prey for the sophisticated persuasions of advertisers.
D) all of these.
Q3) The National Advertising Review Board (NARB) and the National Advertising Division (NAD) ability to regulate advertisers depends on the cooperation of members.
A)True
B)False
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Chapter 7: The International Market Environment for Brand Promotion
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Q1) Burger King advertisements in the United States and Singapore show only a picture of a fresh and delicious-looking Whopper. This is because the of role of ____ in cross-cultural communication.
A) wording
B) picturing
C) attitudes
D) demographics
Q2) Advertising agencies must continuously decide how to overcome cultural barriers to communicate effectively.
A)True
B)False
Q3) Cultural values are enduring beliefs about what is important to the members of a culture, which also has important effects on advertising.
A)True
B)False
Q4) Advertisers must structure their advertising to accommodate the wide variety of international regulations.
A)True
B)False
Page 9
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Chapter 8: Messaging and Media Strategies
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Q1) (Scenario 8-2) Early in the process of IMC campaign development the Brand Manager, who is a very smart client, discovers that two of the creative members at Agency B have had open arguments about which creative ideas to bring forward. What does she do?
A) Tells the Agency B AE that if budget is an issue they should discuss it now.
B) Immediately informs the Easy-Ride CEO that the agency is "having problems" with their assignment.
C) Calls the Agency B CEO and demands to know what is wrong.
D) Looks forward to a very interesting creative development meeting because she understands that good creative teams can bring forth great ads after airing different points of view.
Q2) Who prepares the creative brief?
A) The AE on the account
B) The client marketing manager
C) The client brand manager
D) It is a joint activity of client leader and AE
Q3) Creative thinkers appear never to have lost the ability to think like a child.
A)True
B)False
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Page 10
Chapter 9: The Internet
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Q1) Page views provides an excellent measure of how many pages has been sent to someone's computer; thus it can tell you how many visitors a given page has had in a week.
A)True
B)False
Q2) Which of the following is a strong advantage of the World Wide Web:
A) that it only uses visual transmission.
B) the technology allows for partial information exchange.
C) one-way information exchange.
D) 24-hour availability.
Q3) (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
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Chapter 10: Direct Marketing and Personal Selling
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Q1) A business interviews customers to determine their wants and needs. This company is in the process of developing
A) a geodemographic data source.
B) an external list.
C) a marketing database.
D) a single-source tracking study.
Q2) (Scenario 10-1) One marketer of Coca Cola collectibles offers its best customers a program in which they are alerted to limited edition items one month before the general public. This assures key customers that they won't miss out on a valued collectible due to unexpectedly high demand. This is an example of
A) a frequency-marketing program.
B) a CPO program.
C) an effective use of external lists.
D) marcom management.
Q3) The greatest concern about direct marketing expressed by consumers is
A) environmental.
B) invasion of privacy.
C) expense of products.
D) quality of products.
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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Q1) A distinguishing feature of a self-liquidating premium is that it
A) offers a consumer cents off or even dollars off merchandise at the point of purchase.
B) requires a consumer to pay most of the cost of an item received as a premium.
C) is offered free or at a reduced price with the purchase of another item.
D) is not particularly effective with brand loyalty.
Q2) Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers.
A)True
B)False
Q3) Transit advertising works best for building or maintaining brand awareness. A)True
B)False
Q4) Which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets?
A) It aids in securing trade market cooperation for their brand(s)
B) It encourages potential retailers to support their brand over another
C) It can help win additional shelf space and exoposure inside the retail store
D) All of these statements are possible advantages of P-O-P for manufacturers
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Page 13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Q1) (Scenario 12-2) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is
A) a new kind of ad agency
B) located at Madison & Vine
C) a new film studio
D) inventing humorous or imaginative brand symbols
Q2) An additional advantage of event sponsorships is that it can be used
A) as a way to entertain important clients
B) to motivate a firm's salespeople
C) to recruit new customers
D) all of these are additional advantages of event sponsorship
Q3) One way to measure the benefits of sponsorship of an event is to determine how often the name of the sponsor appears in print and broadcast coverage of the event.
A)True
B)False
Q4) Product placement is the practice of placing any branded product in any movie. A)True
B)False
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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Q1) (Scenario 13-2) Your public relations agency has been very helpful in the past. Through its efforts, your company is perceived by consumers as a good corporate citizen - at least up until this morning. This perception was most likely achieved through a series of efforts with ____ as the objective.
A) promoting products or services
B) correcting internal misinformation
C) promoting goodwill
D) counteracting negative publicity
Q2) A company that specializes in community recycling opens a recycling center in a town that has never had access to a recycling center before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The advantage of this tactic, as opposed to sending out a press release, is that the story is more controllable.
A)True
B)False
Q3) If American Express sponsors a campaign to restore the Statue of Liberty, it is using advocacy advertising.
A)True
B)False
Page 15
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Chapter 14: Personal Selling and Sales Management
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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) The need satisfaction presentation technique holds that three different buyer need states can be identified-need development, need awareness, and need fulfillment.
A)True
B)False
Q3) Bill is the sales force manager for Mega brands. He is in the process of assessing the strengths and weaknesses of the sales force and corporate support for the selling effort. Bill is conducting a(n)______________ .
A) external situation analysis
B) internal situation analysis
C) job description
D) performance evaluation
Q4) The final stage in the personal selling process is closing the sale.
A)True
B)False
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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Sample Questions
Q1) 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
Q2) The effectiveness of salespeople can be based on, in part, A) sales.
B) customer satisfaction.
C) the expense of generating sales.
D) all of the above
Q3) The ballot method is an effective means of assessing recall.
A)True
B)False
Q4) Visits are the number of different people visiting X site during Y time. A)True
B)False
Q5) What is promotion research? Discuss how marketers determine whether the promotion research is doing its job or not. Identify and define the four criteria that marketers use to evaluate the appropriateness of promotion research.
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