Integrated Marketing Communications
Mock Exam
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels such as advertising, public relations, sales promotion, direct marketing, and digital media to deliver a consistent and compelling brand message to target audiences. The course examines how organizations create synergy across marketing efforts, align communication objectives with overall business goals, and measure the effectiveness of unified campaigns. Students learn to develop comprehensive communication plans that leverage multiple platforms, considering audience insights, brand positioning, and the dynamic media landscape, to achieve organizational marketing objectives.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth E. Clow
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/22135
Sample Questions
Q1) Describe contact points.
Answer: A contact point is any place in which the customer may interact with or acquire information about a firm. This would include advertising, service departments, personal selling situations, and phone calls or internet inquiries to the company.
Q2) Shantell just posted a picture of herself on the beach in Florida to Facebook. She immediately sent a text to her dad and sister to check it out. In terms of integration of media platforms this illustrates:
A) content grazing.
B) investigative spider-webbing.
C) social spider-webbing.
D) quantum journey.
Answer: C
Q3) All of the following are examples of communication noise except:
A) driving while listening to the radio.
B) scanning the newspaper for articles to read.
C) scrolling past internet ads without looking at them.
D) examining an advertisement in a magazine.
Answer: D
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3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Manufacturers seeking to defend against strong private label brands can respond by focusing on core brands, advertising more, or expanding product offerings.
A)True
B)False
Answer: True
Q2) When Proctor & Gamble adds new laundry detergents to reach different market segments, the company has created flanker brands.
A)True
B)False
Answer: True
Q3) When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of:
A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.
Answer: C
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) An attitude consists of three components. Name and describe each component.
Answer: 1. The affective component is the feelings or emotions a person holds regarding a topic, object, or idea.
2. The cognitive component is the person's mental images, understanding, and interpretations of the person, object, or idea.
3. The conative component is an individual's intentions, actions, or behavior.
Q2) An example of a straight rebuy would be:
A) re-ordering raw materials from the same vendor.
B) buying materials from a new vendor.
C) seeking bids from a new vendor because of dissatisfaction with the current supplier.
D) purchasing a new building for an expansion project.
Answer: A
Q3) Consumer values are loosely held attitudes about various topics or concepts. A)True
B)False
Answer: False
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5
Chapter 4: The IMC Planning Process
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) Stetson cologne has been positioned using a tough, cowboy image, which is an example of product positioning by:
A) product user.
B) product class.
C) use or application.
D) cultural symbol.
Q2) Using anthropological methods for communications research typically includes:
A) a statistical analysis.
B) a sociological study.
C) direct observation.
D) secondary research.
Q3) Targeting northern U.S. states for sales of snow skis is an example of which type of segmentation?
A) Demographic
B) Geographic
C) Benefit
D) Geodemographic
Q4) What are the characteristics of a viable market segment?
Q5) What are the major consumer market segments?
Q6) Briefly describe the steps in the IMC planning process.
Page 6
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample
Questions
Q1) Describe the work of the creative in creating an advertising campaign.
Q2) If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.
A)True
B)False
Q3) Asking two or more advertising companies to make a creative pitch is sometimes called:
A) studying past media purchases.
B) conducting a shootout.
C) studying the firm's client retention rate.
D) switching the contract.
Q4) In selecting an advertising agency, it is important to assess the agency's production capabilities and media purchasing capabilities, even if these services will not be a part of the contract with the agency.
A)True
B)False
Q5) Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample
Questions
Q1) When an accountant serves as a spokesperson in an advertisement for an accounting service, viewers who are also accountants find the ad to be more credible based on:
A) attractiveness.
B) similarity.
C) likeability.
D) persuasiveness.
Q2) For some products, affective ads are an effective approach because there are no real tangible differences among brands.
A)True
B)False
Q3) Controversial sexual ads are interesting to viewers, but sometimes fail to transmit key information to viewers.
A)True
B)False
Q4) Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
Page 8
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Chapter 7: Traditional Media Channels
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209 Verified Questions
209 Flashcards
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Sample Questions
Q1) In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.
A)True
B)False
Q2) Radio has the advantage of intimacy, in which the DJ talks directly to the listener.
A)True
B)False
Q3) Business-to-business advertising is:
A) mostly in newspapers.
B) mostly spent on television.
C) looking more like consumer ads.
D) easier to create because of gatekeepers' screening ads.
Q4) A company seeking to build brand awareness through repeated exposures of the same ads is using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
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Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
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Sample Questions
Q1) Typically, the most effective financial incentives offer something free or at a discount.
A)True
B)False
Q2) HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:
A) pre-roll.
B) mid-roll.
C) post-roll.
D) either mid-roll or post-roll.
Q3) Web 1.0 transformed traditional retailing by creating engagement between companies and customers.
A)True
B)False
Q4) Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.
A)True
B)False
Q5) What is location-based advertising? Describe the various types.
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Chapter 9: Social Media
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.
A)True
B)False
Q2) Which social media network limits messages to 140 characters?
A) Facebook
B) Instagram
C) Pinterest
D) Twitter
Q3) Despite its changing demographics, Facebook remains an attractive social media network for advertisers because:
A) a large percentage of users share details of their lives on a daily basis.
B) the number of individuals 55 or older has increased 80 percent.
C) most users examine content on Facebook daily and make comments on photos or posts.
D) Facebook now has 1.2 billion users worldwide.
Q4) In listening to social chatter, brands should consider only the positive comments.
A)True
B)False
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Chapter 10: Alternative Marketing
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196 Verified Questions
196 Flashcards
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Sample Questions
Q1) During the inoculation stage of buzz marketing, the product is being used by a few innovators or trendsetters.
A)True
B)False
Q2) A point-of-purchase display is any form of special retail store display that advertises merchandise.
A)True
B)False
Q3) Retailers prefer point-of-purchase materials that entertain consumers and provide digital interactive capabilities.
A)True
B)False
Q4) When a new music store distributes literature and free key chains at a music concert at the local baseball stadium, the retailer is engaging in:
A) lifestyle marketing.
B) buzz marketing.
C) a sponsorship program.
D) public relations' activities.
Q5) What is guerilla marketing? How is it different from traditional marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Successful database marketing requires a quality data warehouse.
A)True
B)False
Q2) An effective database contains:
A) every transaction a customer has with a firm and interactions that resulted in purchases.
B) all transactions and all interactions a customer has with a firm.
C) transactions and interactions of customers that have a high lifetime value.
D) only the transactions of customers.
Q3) Sales leads should be qualified and placed into categories based on:
A) sales potential and probability of acquisition.
B) profit potential and probability of acquisition.
C) sales potential and profit potential.
D) the share of the customer currently held and the potential for increasing the share.
Q4) Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.
A)True
B)False
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Chapter 12: Sales Promotions
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use:
A) coupons.
B) bonus packs.
C) contests and sweepstakes.
D) sampling.
Q2) A Star Wars action figure given when a customer buys a Whopper meal at Burger King is a(n) ________ premium.
A) bounce-back
B) in- or on-package
C) store or manufacturer
D) self-liquidating
Q3) A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.
A)True
B)False
Q4) Spiff money refers to cash, not prizes, paid to consumers in sales contests.
A)True
B)False
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:
A) produce pro-active damage control mechanisms.
B) boost sales and profits.
C) reach consumers on a one-to-one basis.
D) accelerate new product development.
Q2) Most companies in the United States have someone assigned to monitor corporate reputation.
A)True
B)False
Q3) Conducting a health fair at a local hospital is an example of ________ marketing.
A) sponsorship
B) event
C) cause-related
D) social
Q4) Impression management includes justifications, which are expressions of innocence.
A)True
B)False
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Page 15
Chapter 14: Regulations and Ethical Concerns
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184 Flashcards
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Sample Questions
Q1) The Federal Communications Commission) is responsible for monitoring television advertising directed to children, in terms of the number of minutes per hour that are directed to children.
A)True
B)False
Q2) If a customer is concerned about the labeling on a bag of potato chips, the regulatory agency to contact is the:
A) Federal Communications Commission.
B) Food and Drug Administration.
C) Federal Trade Commission.
D) United States Postal Service.
Q3) Occasionally the FTC bypasses its typical process and uses the court system to stop an unfair marketing practice. Of the following, which would be the most likely to trigger this type of action?
A) A company violates an FTC cease and desist order
B) A full commission of the FTC is not available to hear a case
C) A company violates a consent order
D) A company appeals a consent order
Q4) What criteria must be met to deem an advertisement deceptive or misleading?
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Chapter 15: Evaluating an Integrated Marketing Program
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) A storyboard is used to outline the structure of ________ advertisements.
A) radio
B) television
C) magazine
D) print
Q2) Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.
A)True
B)False
Q3) A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.
A)True
B)False
Q4) Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.
A)True
B)False
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