Integrated Marketing Communications
Practice Questions
Course Introduction
Integrated Marketing Communications explores the strategic process of coordinating various promotional tools such as advertising, public relations, sales promotion, direct marketing, and digital media to deliver a clear, consistent, and compelling message about an organization and its products or services. In this course, students examine how to plan, execute, and evaluate integrated campaigns that build brand awareness and foster long-term customer relationships. The curriculum emphasizes the importance of audience analysis, message consistency across channels, and measurement of campaign effectiveness while addressing the challenges and opportunities presented by evolving digital platforms and consumer behavior.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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Page 2
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) In a globally integrated marketing communications program, adaptation is:
A)not used in international environments.
B)a form of e-commerce.
C)advertising in unusual media.
D)adjusting a message to local conditions.
Answer: D
Q2) Because retailers control shelf purchase and have access to purchase data, retailers determine:
A)what products and brands are placed on stores shelves.
B)what marketing tools manufacturers use.
C)who has the power in the distribution channel.
D)what products manufacturers produce.
Answer: A
Q3) Each of the following are trends impacting the use of integrated advertising and marketing communications except:
A)explosion of digital media.
B)increases in perceptions of brand power.
C)changes in channel power.
D)increase in global competition.
Answer: B
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Chapter 2: Corporate Image and Brand Management
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Sample Questions
Q1) A logo with a consensually held meaning, such as the Prudential Rock, displays:
A)brand prominence.
B)stimulus codability.
C)brand parity.
D)product positioning.
Answer: B
Q2) The following statements about private labels are true, except:
A)quality levels of many private label products have improved.
B)prices for private labels are going up in many markets.
C)consumers still perceive private labels as being inferior to manufacturer's brands.
D)some firms have begun advertising private labels.
Answer: C
Q3) Monster.com is an example of a(n):
A)overt name.
B)implied name.
C)conceptual name.
D)iconoclastic name.
Answer: D
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Chapter 3: Buyer Behaviors
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Sample Questions
Q1) In terms of personality, an introvert is likely to display each of the following characteristics within the buying center except:
A)spend less time talking within the buying center.
B)become more involved in the buying process.
C)will not ask important questions because of timidity.
D)will listen carefully to others in the group.
Answer: B
Q2) Individuals with high levels of cognitive involvement will display each of the following characteristics except:
A)want more information prior to making a decision.
B)ask more questions during the purchase process.
C)spend less time deliberating prior to making a decision.
D)want clear message arguments.
Answer: C
Q3) At international trade shows, it is unlikely that an actual sale will be finalized, but the opposite is true for domestic U.S. trade shows.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Imc Planning Process
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Sample Questions
Q1) Selling to various ethnic groups is a form of demographic market segmentation.
A)True
B)False
Q2) Market segments should be internally:
A)heterogeneous.
B)qualitative.
C)unique.
D)homogeneous.
Q3) When conducting communications research, each of the following perspectives is typically used except:
A)anthropology.
B)sociology.
C)psychology.
D)statistics.
Q4) What product positioning strategies can a brand use?
Q5) In terms of developing a communications schedule, a lawn service would tend to use a continuous schedule method.
A)True
B)False
Q6) Demographic segmentation involves analysis of which variables?
Page 6
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Chapter 5: Advertising Management
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Sample Questions
Q1) The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.
A)True
B)False
Q2) Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.
A)True
B)False
Q3) In selecting an advertising agency, after corporate goals are set, the next step in the process is to:
A)request a creative pitch.
B)screen an initial list of applicants.
C)request client references.
D)select the process to be used and the criteria for selection.
Q4) If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.
A)True
B)False
Q5) Describe the work of the creative in creating an advertising campaign.
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Chapter 6: Advertising Design
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Sample Questions
Q1) In terms of source characteristics, attractiveness has two components: physical attractiveness and social attractiveness.
A)True
B)False
Q2) Of the following media, the best for using an emotional appeal is:
A)magazines.
B)radio.
C)television.
D)newspapers.
Q3) In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This is which type of executional framework?
A)Slice-of-life
B)Testimonial
C)Fantasy
D)Informative
Q4) In terms of source characteristics, CEOs score low on credibility.
A)True
B)False
Page 8
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Chapter 7: Traditional Media Channels
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Sample Questions
Q1) If a magazine ad costs $500,000, total readership is 20,000,000, but only 2,000,000 fit the advertiser's target profile, the weighted or demographic cost per thousand would be:
A)$25.
B)$250.
C)$2,500.
D)$10.
Q2) Which of these media offers the most extensive coverage and the highest reach?
A)Radio
B)Newspapers
C)Television
D)The internet
Q3) Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?
A)Reach
B)Frequency
C)Demographics
D)Impressions
Q4) What are the primary disadvantages of magazine advertising?
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Chapter 8: Digital Marketing
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Sample Questions
Q1) Digital marketing combines each of the following except:
A)e-commerce.
B)mobile marketing.
C)internet marketing.
D)indirect response marketing.
Q2) QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.
A)True
B)False
Q3) Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential 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) Describe a mobile-optimized website design.
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Chapter 9: Social Media
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Sample Questions
Q1) 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.
Q2) American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:
A)pre-roll.
B)mid-roll.
C)post-roll.
D)either mid-roll or post-roll.
Q3) Social media marketing campaigns designed for global markets face challenges due to language differences, social norms, and technology differences.
A)True
B)False
Q4) What is viral marketing and what are the keys to a successful viral campaign?
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) A paintball "cat shoot" (at a painting of a cat)designed to raise funds for the local humane society while attracting attention and customers, is an example of:
A)guerilla marketing.
B)lifestyle marketing.
C)brand recognition development.
D)poor marketing judgment due to alienating customers.
Q2) In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of: A)being online.
B)reaching females.
C)reaching young males.
D)interactivity.
Q3) Facial recognition technology offers an innovative new form of alternative media advertising.
A)True
B)False
Q4) Identify the different forms of video game advertising.
Q5) Identify the forms of video game advertising.
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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Sample Questions
Q1) During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:
A)evaluate the risk factors.
B)identify the product users.
C)evaluate the switching costs.
D)identify the decision makers and influencers.
Q2) With location-data tracking, the term "hashed" refers to the process of:
A)making the data anonymous so that specific individuals cannot be identified.
B)locating individuals within a specific distance of a specified location.
C)purging names from a list of individuals who live within a specified area that do not meet a target profile.
D)identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.
Q3) In terms of generating leads for personal selling, the worst method is:
A)networking.
B)directories.
C)database-generated leads.
D)cold calls.
Q4) Describe response lists and compiled lists in direct mail programs.
Page 13
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Chapter 12: Sales Promotions
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Sample Questions
Q1) Adding an extra bar of soap to a three pack and offering it at a special price is a:
A)rebate pack.
B)prize package.
C)bonus pack.
D)selective sample.
Q2) An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.
A)True
B)False
Q3) Scanner-delivered coupons encourage:
A)brand switching.
B)repeat purchases.
C)trial purchases.
D)brand loyalty.
Q4) A trade show participant from another country is more likely to be ready to make a purchase than a domestic attendee.
A)True
B)False
Q5) What are the disadvantages of trade allowances?
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) In public relations, a hit is the negative mention of a company's name in a news story.
A)True
B)False
Q2) When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called which type of promotion?
A)Local
B)Corporate
C)Advertising
D)Cross
Q3) Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.
A)True
B)False
Q4) To maximize the benefits of a sponsorship effort, company leaders should define the primary goals of the program.
A)True
B)False
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) Before issuing trade regulation rulings, the FTC normally holds a public hearing and accepts both oral and written arguments.
A)True
B)False
Q2) The Federal Trade Commission, National Advertising Division, and the courts would consider the word "better" used in an advertisement to be:
A)deceptive and misleading advertising.
B)puffery.
C)puffery, but it also implies a comparison, which, if challenged, may require substantiation.
D)a violation of the Federal Trade Commission Act.
Q3) The key difference, in terms of the FTC and the courts, between puffery and a claim is that puffery is not considered to be a factual statement while a claim is considered to be a factual statement that can be proven true or false.
A)True
B)False
Q4) Identify and describe two philosophies of life.
Q5) What is stealth marketing?
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.
A)True
B)False
Q2) Cognitive neuroscience measures brain activity and brain waves.
A)True
B)False
Q3) While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.
A)True
B)False
Q4) To measure the impact of a point-of-purchase display, retailers and manufacturers can use:
A)response rates.
B)changes in sales.
C)scanner data.
D)number of inquiries.
Q5) What objectives can be used to measure an overall IMC program?
Q6) Define the term "metric."
Page 17
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