Integrated Marketing Communications
Pre-Test Questions
Course Introduction
Integrated Marketing Communications is a course that explores the strategic coordination of various promotional tools and marketing activities to deliver a unified, consistent message to target audiences. Students learn how to blend advertising, public relations, direct marketing, social media, sales promotion, and digital communications into cohesive campaigns that build brand equity and achieve organizational objectives. The course covers the planning and execution of integrated strategies, the importance of audience segmentation, media selection, and measurement of campaign effectiveness in an increasingly complex and digital marketplace.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) According to a recent study,integrated marketing communications is seldom employed by business-to-business marketers.
A)True
B)False
Answer: False
Q2) Which of the following variables do companies use to identify potential target markets?
A) demographic characteristics
B) lifestyles
C) product usage patterns
D) geographic considerations
E) All of these are correct.
Answer: E
Q3) All marketing communications should be _____.
A) directed to a particular target market
B) clearly positioned
C) created to achieve a specific objective
D) undertaken to accomplish the objective within budget constraints
E) All of these are correct.
Answer: E
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) A brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.
A)True
B)False
Answer: True
Q2) A research study involving McDonald's products discovered a new form of firm-based brand equity that has been labeled _____ brand equity.
A) name-recognition
B) taste-premium
C) market-share
D) revenue-premium
E) price-premium
Answer: B
Q3) From the perspective of the customer,brand preference is the basic dimension of brand equity.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
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Sample Questions
Q1) Generally speaking,good logos are those that convey essentially the same meaning to all target members.
A)True
B)False
Answer: True
Q2) Brand associations including signs,marks,colors,smells,and sounds are part of a brand's _____.
A) trademark
B) copyright
C) trade dress
D) slogan
E) packaging
Answer: C
Q3) Which type of patent is the most frequent type in the United States?
A) utility
B) design
C) plant
D) copyright
E) trademark
Answer: A
Page 5
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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Sample Questions
Q1) The _____ has issued a regular series of reports,titled Marketing Violent Entertainment to Children,that criticizes the entertainment industry for targeting children with advertisements for violent films,video games,and music.
A) FDA
B) NAD
C) CARU
D) FTC
E) NARC
Q2) Regulation is always justified.
A)True
B)False
Q3) Which of the following is NOT a general recommendation offered to marcom practitioners for making appropriate environmental claims?
A) Only make environmental claims that your competitors cannot make.
B) Make specific claims.
C) Reflect current disposal options.
D) Make substantive claims.
E) Make supportable claims.
Q4) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The desire to buy and own products,the enjoyment of these items,and the desire for money that enables the acquisition of products is known as _____.
A) socialization
B) materialism
C) functionalism
D) socialism
E) egoism
Q2) Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.
A) tweens
B) toddlers
C) teenagers
D) kids
E) busters
Q3) U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.
A)True
B)False
Q4) Explain the concept of geodemographic targeting and how it is being used in today's marketplace.
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Chapter 6: The Communication Process and Consumer Behavior
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92 Flashcards
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Sample Questions
Q1) Discuss the implications associated with consumer miscomprehension.
Q2) A sign relation is established in marketing communications when _____.
A) a brand and a referent belong to the same cultural context
B) a brand is characterized with a logo
C) a brand is personified
D) a metaphor is used
E) a simile is used
Q3) According to the CPM,consumer behavior is seen as _____.
A) rational
B) highly cognitive
C) systematic
D) reasoned
E) All of these are correct.
Q4) The term comprehension is often used interchangeably with perception; both terms refer to _____.
A) interpretation
B) integration
C) association
D) adaption
E) knowledge
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) Evelyn Rivers is the advertising director of a chain of health clubs.She is putting together an advertisement.She wants to enhance the consumers' opportunity to encode information.The best way to accomplish this objective would be to _____.
A) repeat the ad on multiple occasions
B) use loud music
C) use celebrities
D) use colorful ads
E) employ verbal framing
Q2) The students' intentions to give or not to give blood in a drive sponsored by the Red Cross is best described as the _____ attitude component.
A) affective
B) cognitive
C) constructive
D) conative
E) evaluative
Q3) In Pavlov's experiment,the bell was the conditioned stimulus.
A)True
B)False
Q4) Explain why physical attractiveness and similarity are important.
Page 9
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) Advertisers obtain consumer loyalty by providing a brand that meets the needs of the consumers and _____.
A) by continually advertising the brand's merits
B) by stressing the price
C) by stating the unfavorable attributes of the major competitor
D) by using sales promotion
E) All of these are correct.
Q2) Which of the following is a reason why it is essential that objectives be established prior to making implementation decisions regarding message selection,media determination,and how the various marcom elements should be mixed and maintained?
A) Objectives provide standards against which results can be measured.
B) Objective setting guides the budgeting, message, and media aspects of a brand's marcom strategy.
C) Objectives provide a formalized expression of management consensus.
D) a and b only
E) a, b, and c
Q3) Sales promotion is effective for encouraging trial purchases.
A)True
B)False
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.
Q2) Over half of world-wide ad spending takes place in the United States.
A)True
B)False
Q3) Edwin L.Artzt,former chairman and CEO of Procter & Gamble,draws an analogy between exercising and advertising.Explain the meaning of this analogy,particularly in reference to brand equity.
Q4) A full-service advertising agency _____.
A) necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations
B) is unprofitable unless a company does a large and continuous amount of advertising
C) has the advantage of complete control over the advertising function
D) perform all the basic functions of advertising for a client
E) does not perform other marcom functions, such as sales promotion and publicity
Q5) Describe the advertising management process from the advertiser's perspective.
Q6) List and describe the five functions of advertising.
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Page 11
Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) An advertisement by Anheuser Busch,the manufacturer of Budweiser beer,stressing the importance of using a designated driver to curb drunken driving accidents is an example of _____ advertising.
A) corporate image
B) generic
C) preemptive
D) corporate issue
E) preventive
Q2) The generic and preemptive creative strategies are _____ strategies.
A) functionally-oriented
B) symbolically-oriented
C) experientially-oriented
D) category-dominance
E) category-oriented
Q3) Which of the following is a feature of creative ads?
A) novelty
B) appropriateness
C) intensity
D) a and b only
E) a, b, and c
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Appeals to guilt are ineffective if advertisements containing guilt appeals _____.
A) lack credibility
B) are perceived as having manipulative intentions
C) are based on emotion
D) a and b only
E) a, b, and c
Q2) The three subcomponents of the general concept of attractiveness are _____.
A) intelligence, familiarity, and liking
B) physical attractiveness, familiarity, and intelligence
C) similarity, familiarity, and sense of humor
D) physical attractiveness, respect, and similarity
E) sense of humor, similarity, and liking
Q3) As a stimulus becomes more familiar,people become desensitized to it,which is referred to as _____.
A) concretization
B) habituation
C) exemplaration
D) wearout
E) contextualization
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Page 13
Chapter 12: Traditional Advertising Media
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102 Flashcards
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Sample Questions
Q1) An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation.
A)True
B)False
Q2) An advertiser of designer jewelry would want to use _____ advertising if she wants to convey elegance,quality,and snob appeal.
A) television
B) billboard
C) newspaper
D) radio
E) magazine
Q3) The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.
A)True
B)False
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Online and Mobile Advertising
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Sample Questions
Q1) A(n)_____ is an invaluable advertising medium for conveying much information about the brand,its character,and its promotional offerings.
A) pop-up ad
B) banner ad
C) CGI ad
D) website
E) interstitial
Q2) To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.
A)True
B)False
Q3) Which type of Internet advertising format has the appeal of communicating directly with prospective customers,who in turn can become active communicators through their own posted comments?
A) banner ads
B) pop-ups
C) blogs
D) superstitials
E) podcasts
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Page 15
Chapter 14: Social Media
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Sample Questions
Q1) Social media campaigns are often lead by the objective of enhancing public relations.
A)True
B)False
Q2) According to the text,WikiAnswers is a(n)_____ tool,but Wikipedia is a(n)_____ tool.
A) entertainment/multimedia; collaboration
B) collaboration; entertainment/multimedia
C) communication; collaboration
D) collaboration; communication
E) communication; entertainment/multimedia
Q3) Consumer-generated content ensures that the overall weight of a brand campaign includes audience measurement statistics.
A)True
B)False
Q4) Pinterest broke the record of being the fastest site to ever reach 10 million unique users.
A)True
B)False
Q5) Identify three advantages and three disadvantages of social media.
Page 16
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) From the consumers' perspective,shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds.
A)True
B)False
Q2) The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.
A) infomercial
B) cable
C) reality
D) crime-drama
E) sitcom
Q3) A key feature of database marketing is that each present or prospective customer is viewed as not just an address,but rather as a(n)____.
A) long-term asset
B) short-term asset
C) declining asset
D) unpredictable asset
E) number
Q4) Explain why data mining is an important activity for marketers.
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) What recent and dramatic change has occurred with regard to media planning?
A) Advertisers have changed the compensation system for the media planning and buying functions performed by their full-service advertising agencies.
B) Advertisers are conducting the media planning function in-house rather than using outside advertising agencies.
C) Advertisers are spending dramatically less on media than previously.
D) Advertisers are "unbundling" media planning from full service agencies and consolidating this function across multiple brands.
E) Media planning is done completely with computer software to eliminate the subjective influences that may result in inefficient media plans.
Q2) Frequency refers to the number of people who purchased a product as a result of an advertisement.
A)True
B)False
Q3) Compare and contrast the terms media and vehicles,and give three examples of each.
Q4) Explain why (or why not)the three-exposure hypothesis is a valid theory.
Q5) List the steps in the media strategy process,and briefly describe the first two.
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) The Chicago Cubs have extremely loyal fans (consumers)even though they have not won a national championship for over 100 years.This is because they connect with consumers by creating a strong emotional bond.The "Cubs" brand is an example of a(n)_____.
A) lovemark
B) logo
C) loyalty-brand
D) insignia
E) badge
Q2) Information Resources Inc.'s BehaviorScan is a single source system that collects consumer purchase data by having consumers use held-hand scanners to read bar-coded UPC symbols.
A)True
B)False
Q3) List the nine PACT principles.
Q4) ComScore ARS' Share of Choice scores of 2.0 or lower are defined as inelastic,implying that commercials scoring this poorly are probably incapable of driving market-share gains.
A)True
B)False
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) While manufacturers incur increased costs due to forward buying,their margins are increased to off-set the price discounts.
A)True
B)False
Q2) General Mills periodically offers a deal to the trade that permits retailers to deduct 15 percent from the invoice merely by placing an order during the period which General Mills is "dealing" a brand.This is an example of which type of trade promotion?
A) bill-back allowance
B) slotting allowance
C) stocking allowance
D) off-invoice allowance
E) deductible allowance
Q3) To prevent retailers from forward buying,a manufacturer can _____.
A) divert goods
B) use a bridge-buying program
C) avoid national deals
D) use a bill and hold program
E) threaten legal action against retailers who practice it
Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
Page 20
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) If a coupon for Coca-Cola appears on a package of Cheerios (General Mills product),it is referred to as _____.
A) keystoning
B) curling
C) pampering
D) crossruffing
E) stroking
Q2) Promotion alone can create a successful product.
A)True
B)False
Q3) Which of the following is a step in calculating the ROI for a sampling investment?
A) define the objectives
B) review the category
C) calculate the profit per unit
D) calculate the price elasticity
E) calculate the volume necessary to breakeven
Q4) Promotions are capable of accomplishing more than a single objective.
A)True
B)False
21
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Free-with-purchase premiums are primarily designed to generate repeat purchases.
A)True
B)False
Q2) Continuity programs are also referred to as _____ programs.
A) spiff
B) point
C) reward
D) planned
E) treated
Q3) The use of two or more sales promotion techniques in combination with one another is called a(n)_____.
A) overlay
B) tie-in
C) cooperative program
D) integrated program
E) structure mix
Q4) The major objective of continuity promotions is to enhance the image of the brand.
A)True
B)False
Page 22
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.
A)True
B)False
Q2) The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.
A) spreading the word
B) news creation
C) network diffusion
D) epidemic creation
E) buzz creation
Q3) Negative attitudes toward CRM are due largely to consumers' cynicism about the sponsoring firm's _____.
A) charging a higher price for the product
B) unloading lower-quality products on the market
C) self-serving motive
D) taking advantage of consumers' generosity
E) using this marketing as a means to offset high advertising costs
Page 23
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Chapter 22:
Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) Katherine is developing a package for a new consumer product.She should develop a _____ package because the main objective of her package is to attract attention.
A) green
B) white
C) black
D) yellow
E) red
Q2) Informing consumers is point-of-purchase's most basic communications function.
A)True
B)False
Q3) Which of the following is a reason why POP materials go unused?
A) does not satisfy the retailer's needs
B) takes up too much space for the amount of sales generated
C) not well-constructed
D) only serve to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category
E) All of these are correct.
Q4) Name and describe the two major forms of billboard advertising.
Q5) Name and describe the four categories of POP materials.
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Chapter 23: Personal Selling
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Sample Questions
Q1) Salesperson performance is related to which of the following characteristics?
A) adaptability
B) education
C) gender
D) height
E) speed
Q2) Identify three of the advantages personal selling has that other promotional tools do not have.
Q3) The _____ method relies upon asking four specific types of questions during the sales presentation.
A) bird-dog method
B) SPIN method
C) objective-and-task method
D) affordability method
E) percentage-of-sales method
Q4) Technical salespeople are sometimes called "sales engineers."
A)True
B)False
Q5) Explain five of the selling activities which may be managed by a salesperson.
Q6) List and briefly describe each step or phase in personal selling.
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