Integrated Marketing Communications
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Course Introduction
Integrated Marketing Communications explores the strategic process of coordinating various marketing and promotional tools to deliver a unified and consistent message to consumers across multiple channels. The course covers the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to achieve organizational objectives and build brand equity. Students will gain an understanding of how to create cohesive campaigns, measure their effectiveness, and adapt communications to changing market environments, emphasizing the importance of synergy in maximizing the impact of marketing efforts.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by
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Page 2
Dennis L. Wilcox
Chapter 1: What Is Public Relations
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Sample Questions
Q1) Public relations is a worldwide industry.While it is most developed in the U.S.,what country is considered the "new frontier" for public relations?
A) Japan.
B) United States.
C) South Africa.
D) China.
Answer: D
Q2) Skills in public relations are:
A) mostly people skills
B) mostly knowledge of media tracking methods
C) dependent on the specific job
D) the same regardless of the job
Answer: C
Q3) What is brand journalism?
A) Journalism focused on a particular brand
B) A kind of content marketing in which paid media plays a minor role
C) A scenario where journalists are paid to write about a product
D) A practice that is frowned upon by public relations practitioners.
Answer: B
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Page 3
Chapter 2: The Evolution of Public Relations
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Q1) Which is NOT a reason why public relations practitioners should use research with regard to reputation management?
A) social audits
B) communication audits
C) networking
D) environmental monitoring
Answer: C
Q2) What organization or family is Ivy Lee best known for counseling?
A) The Rockefeller Family
B) BBC
C) Ivory Soap
D) Westinghouse
Answer: A
Q3) Which is NOT a reason why there is an influx of women working in public relations?
A) Women can start public relations firms without a lot of capital.
B) Women tend to have better listening/communication skills than men.
C) Women have a better business or bottom-line sense than men.
D) Women make more money in public relations than most comparable fields.
Answer: C
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Page 4
Chapter 3: Ethics and Professionalism
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Q1) Which of the following is NOT listed as codes for conduct in PRSA's code of ethics?
A) advocacy
B) expertise.
C) dependence.
D) loyalty
Answer: C
Q2) What is the best-known think tank for public relations?
A) The Institute for Public Relations
B) PRSA
C) IABC
D) The PR Management Database
Answer: A
Q3) "Paying for play" refers to a practice that is used in A) India.
B) Japan.
C) Russia.
D) China.
Answer: D
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Chapter 4: Public Relations Departments and Firms
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Sample Questions
Q1) The most widely used billing method by public relations firms is "pay-for-placement."
A)True
B)False
Q2) An outside firm does not need a prolonged briefing period regarding the client because of their expertise in diverse areas.
A)True
B)False
Q3) Which is a key attribute in becoming a communication "head" or leader?
A) independence
B) extensive external relationships
C) good management skills
D) a crystal ball
Q4) The "dominant coalition" refers to a situation where public relations practitioners are subservient to marketing and related functions.
A)True
B)False
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Chapter 5: Research
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Q1) Which is NOT a popular,"acceptable" online database for a literature review?
A) Factiva
B) LexisNexis
C) Wikipedia
D) ProQuest
Q2) Qualitative data is often called "soft" data.
A)True
B)False
Q3) You are moderating and coordinating a focus group on behalf of a popular national tire brand.The company is targeting younger consumers.What "types" of people would comprise the 12-person group,and what would be the three strong questions (outside of group "introductions")that would set a tone and get the conversation going? NOTE: you should NOT mention the word "tire",or even the notion of "auto" or "car",in these first three questions.
Q4) What is a problem with Web and e-mail surveys?
A) cost
B) time
C) self-report bias
D) low response rate
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Chapter 6: Program Planning
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Q1) You have been asked to fundraise for a campus organization that is new or "under the radar." Using concepts of planning ranging from situation and objectives to timetable and budget,write an annotated outline about steps you would take to reasonably achieve your primary goal,which is to raise funds.
Q2) Systematic planning can prevent haphazard,ineffective communication.
A)True
B)False
Q3) An agency planning model likely contains which of the following?
A) Audience
B) Research
C) Competition
D) Conclusions
Q4) NBO is a fundamental approach to planning
A)True
B)False
Q5) The lion's share of any public relations budget is earmarked for staff and administrative time.
A)True
B)False
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Chapter 7: Communication
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Sample Questions
Q1) This technique is where one begins a message with a statement that reflects audience values and predispositions.
A) channeling
B) triggering
C) sleeper effect
D) uses and gratification
Q2) A cliché is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.
A)True
B)False
Q3) Mass media have the most influence in what stages of the adoption process?
A) awareness and interest
B) awareness and trial
C) evaluation and trial
D) interest and evaluation
Q4) Which of the following is a possible objective for a communicator?
A) accurate message dissemination
B) message development
C) change in covert behavior
D) semantic and cognitive competence
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Chapter 8: Evaluation
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Q1) The evaluation of the communication activity of an organization,which should be done at least once a year is a(n)
A) action plan.
B) annual report.
C) communication audit.
D) baseline study
Q2) The best article recall surveys involve trained interviewers.
A)True
B)False
Q3) The split-message evaluation approach revolves around a single appeal and audience.
A)True
B)False
Q4) Quantitative analysis should be avoided in evaluating the success of a meeting.
A)True
B)False
Q5) Monitoring blogs and chat groups is increasingly important in issues management.
A)True
B)False
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Chapter 9: Public Opinion and Persuasion
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Sample Questions
Q1) Cultivation of key opinion leaders before a new product is publicly announced is important because
A) opinion leaders determine the timing and context of the new product announcement.
B) journalists rely on opinion leaders to provide objective judgments about the quality of the product.
C) journalists tend to be negative about any new product.
D) opinion leaders are the only way to reach the mass public.
Q2) Cite a celebrity that excels in all three factors of source credibility (expertise,sincerity,and charisma).Note specific instances where that person is publicized,and what he/she does (in public and/or privately)that specifically explains how each of those factors is achieved.In other words,why is he/she an expert,sincere,and charismatic?
Q3) Which of the following is an informal opinion leader?
A) Brad Pitt
B) the governor of Kansas
C) the president of Ford Motor Company
D) the head of the Sierra Club
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Q1) Bolstering and reparation are synonymous with which phase of the conflict management life cycle?
A) issues management
B) strategic
C) recovery
D) reactive
Q2) The basic idea behind issues management is reactive planning.
A)True
B)False
Q3) According to Professor Martha Lauzen,effective issues management requires:
A) damage control.
B) active sense-making strategies.
C) environmental scanning.
D) reactive public relations.
Q4) Give a local or campus-wide example where an ingratiation strategy is necessary,and offer some specific actions to appease those publics.Then,cite an instance (and explain)where that strategy would be seen as "sucking up" and would be construed as counterproductive and/or insulting to a client or key publics.
Page 12
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Chapter 11: Reaching Diverse Audiences
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Q1) How can a young practitioner,just out of college,get to understand the senior market? Think outside of just web research.Discuss the value of formative and primary research,and cite examples.
Q2) Asian Americans,in particular,can be reached via:
A) television
B) print media
C) radio
D) digital media
Q3) The most significant aspect of the U.S.mass audience is
A) diversity.
B) media accessibility.
C) opinion leaders.
D) market size.
Q4) This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
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Page 13
Chapter 12: Public Relations and the Law
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Sample Questions
Q1) Few organizations encourage employees to have an individual blog.
A)True
B)False
Q2) Revised in 2013,celebrity endorsement through their social media outlets is primarily concerned with what issue?
A) disclosure
B) truth in advertising
C) differences between social media platforms
D) corporate transparency
Q3) Which of these concepts (stemming from SEC regulations)is NOT pertinent to public relations personnel?
A) full disclosure to government officials regarding meetings with ad agency reps
B) insider trading is illegal
C) timely disclosure is essential
D) full information must be given on anything that might materially affect the company's stock
Q4) What are some issues to keep in mind regarding trademarks?
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Chapter 13: The Internet and Social Media
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Q1) Jopurnalists usually do not use websites to gather information..
A)True
B)False
Q2) The overall responsibility for managing a corporation's website should lie with:
A) the Web group.
B) the consumer marketing division.
C) the corporate communications group.
D) the IT group.
Q3) Full version audio or video files that are posted on a website are called A) moblogs.
B) wikis.
C) actualities.
D) podcasts.
Q4) The use of technology is the leading trend in public relations.
A)True
B)False
Q5) From a public relations standpoint,a website is literally a distribution system in the blogosphere.
A)True
B)False
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Chapter 14: Preparing Materials for Mass Media
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Q1) A traditional print media kit folder is 9 by12 inches with inside pockets.
A)True
B)False
Q2) The worst time for holding a press conference is
A) Monday afternoon.
B) early afternoons.
C) mornings.
D) Friday afternoon.
Q3) Earned media is which of the following?
A) sponsored content
B) coverage generated by newsworthy content
C) paid advertisements
D) information published on a company's website
Q4) This type of "memo",often bulleted,alerts media about upcoming interview opportunities among other uses.
A) boilerplate
B) pitch letter
C) video news release
D) media advisory
Q5) Plan a press party.What are factors that need to be considered?
Page 16
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Chapter 15: Radio and Television
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Sample Questions
Q1) Guests on talk shows should be neutral on a subject.
A)True
B)False
Q2) A major selling point for a radio media tour is
A) containing actualities.
B) universality.
C) remote capability.
D) they can be recorded for later use.
Q3) In general,guests on talk shows should do which of the following?
A) be cautious
B) give short, concise answers
C) debate demonstratively
D) grab audience attention through stunts and/or shock value
Q4) In a televised public service announcement,the technique of a spokesperson or celebrity talking directly into the camera for 30 seconds is known as a
A) planter.
B) talking head.
C) testimonial.
D) soundbite.
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Chapter 16: Meetings and Events
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Sample Questions
Q1) Celebrity Source is a service that works with organizations to find celebrities for promotional events.What is the value of this type of service?
Q2) A (n)____ are meetings intended to gather and exchange information,meet other people with similar interests,discuss and act on common problems,and enjoy recreation and social interchange.
A) cocktail reception
B) convention
C) plant tour
D) trade show
Q3) Individuals attending a meeting or event are more emotionally involved in the process since they use all five of their senses-hearing,sight,touch,smell,taste.
A)True
B)False
Q4) Media relations surrounding a trade show happens
A) before the show.
B) during the show.
C) after the show.
D) all of the above.
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Chapter 17: Corporations
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Sample Questions
Q1) In an integrated communications program,public relations activities are often geared to obtaining early awareness and credibility for a product.
A)True
B)False
Q2) Employees are a less valued public in investor relations.
A)True
B)False
Q3) Boycotts against a single product name are most vulnerable to the boycotted organization.
A)True
B)False
Q4) Individuals who specialize in investor relations:
A) are highly paid.
B) usually have financial backgrounds.
C) work separately from other PR groups.
D) are in charge of corporate responsibility.
Q5) Investor relations is the highest paid specialty area in public relations.
A)True
B)False
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Chapter 18: Entertainment, Sports, and Tourism
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Q1) The vast majority of people working in the arts are
A) located in New York and Los Angeles.
B) working in motion pictures and television.
C) scattered throughout the country.
D) making a lot of money.
Q2) An exciting twist for travel and tourism publicity is the use of the Internet.
A)True
B)False
Q3) What was the most significant positive story in your college athletic program during the past year? What was the most negative story? Discuss how sports publicists dealt with those issues from a media relations standpoint,how spokespersons may have been involved,the use of websites and other forms of direct communication were utilized,and whether the university as a whole may have been affected by those issues/stories.
Q4) The largest percentage of cruise passengers,especially longer voyages,are families.
A)True
B)False
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Chapter 19: Politics and Government
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Q1) What does grassroots lobbying involve? Give an example of a grassroots lobbying initiative that you know about.
Q2) The mission of government is:
A) to make laws.
B) public service.
C) public policy.
D) influence peddling.
Q3) The federal government spends several hundred million dollars a year on:
A) advancing the objectives of government officials.
B) public service advertising.
C) influencing the voting of the general public.
D) changing public policy.
Q4) Generally,state agencies will have a bid process called a request for proposal,and award contracts based on presentations by competing firms.
A)True
B)False
Q5) PIOs provide routine information to the public on policies and programs.
A)True
B)False
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Chapter 20: Global Public Relations
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Sample Questions
Q1) Which of the following is a group,according to Ketchum's David Drobis,that is an important alliance/public to address the benefits of globalization?
A) governmental organizations
B) public relations professionals
C) trade/banking institutions
D) nongovernmental organizations
Q2) American government disseminating information worldwide is called public policy.
A)True
B)False
Q3) The cultural dimension that measures how well a society tolerates ambiguity is A) collectivism.
B) uncertainty avoidance.
C) power distance.
D) long-term orientation.
Q4) Companies operation in nations other than the U.S.are:
A) faced with very different public relations challenges.
B) face stiff government regulations.
C) face the same public relations challenges as those not operating in other nations.
D) must operate under the guidelines of the CPI.
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Chapter 21: Nonprofit, Health, and Education
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Q1) A patron is someone who receives and/or benefits from donations.
A)True
B)False
Q2) A critical benefit for nonprofit groups is that they are
A) tax-exempt.
B) free from government intervention.
C) affiliated with the Ad Council.
D) the most desired audience for media gatekeepers.
Q3) The most visible aspect of a university public relations program is its news bureau.
A)True
B)False
Q4) At most public and private universities,fund-raising:
A) is done in a tight window/calendar frame.
B) is dependent primarily on government assistance.
C) has increased dramatically in recent years.
D) is now done primarily through social media.
Q5) Why is development so important to a non-profit? What are some primary ways that they go about getting money to pay the bills? Would you consider working for a nonprofit? Why or why not?
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