Integrated Marketing Communications
Test Preparation
Course Introduction
Integrated Marketing Communications explores the strategic role of coordinating various promotional tools and marketing efforts to deliver a unified and compelling brand message to consumers. This course covers the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to achieve cohesive and effective communication across all channels. Students will analyze case studies, develop campaign strategies, and learn how to align communication objectives with broader marketing goals, ensuring consistency and maximizing impact in todays dynamic marketplace.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Organizations traditionally have handled advertising,sales promotions,mobile advertising,social media,and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.
A)True
B)False
Answer: True
Q2) The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.
A)True
B)False
Answer: False
Q3) The ultimate objective of integrated marketing communications is to _____.
A) increase brand awareness
B) affect the behavior of the targeted audience
C) learn how to outsell the competition
D) lower production costs
E) None of these are correct.
Answer: B
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?
A) quality and personality
B) awareness and image
C) familiarity and quality
D) image and quality
E) image and preference
Answer: C
Q2) A brand can leverage associations by connecting itself with other brands,places,things,and people.
A)True
B)False
Answer: True
Q3) Brand equity occurs when the consumer considers two competing brands to be similar.
A)True
B)False
Answer: False
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4
Chapter 3: Brand Adoption, Brand Naming and Intellectual Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Consumer satisfaction is the major determinant of repeat purchasing.
A)True
B)False Answer: True
Q2) _____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.
A) Legal tender
B) Intellectual property
C) Tangible property
D) Assets
E) Recoverable assets
Answer: B
Q3) Brand names can influence consumers' perceptions and attitudes.
A)True
B)False
Answer: True
Q4) A brand logo is a graphic design element of a brand.
A)True
B)False Answer: True
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Chapter 4: Environmental, Regulatory and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) One criticism of advertising is that it creates and perpetuates stereotypes.
A)True
B)False
Q2) The advertising clearance process is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.
A)True
B)False
Q3) Big Tech store is required to pay a slotting allowance to manufacturers for each item sold so that the retailer is allowed to restock the manufacturer's products.
A)True
B)False
Q4) Elyssa notices an advertisement with information that is contrary to fact.According to the FTC,this is _____.
A) deceptive
B) a misrepresentation
C) misguided
D) material
E) unfair
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Chapter 5: Segmentation, Targeting, and Positioning
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Fundamental to the concept and practice of positioning is the idea of _____.
A) meaning
B) target marketing
C) signs
D) symbols
E) referents
Q2) Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?
A) Audience Science
B) Knowledge Factory
C) Nielsen Claritas
D) a and b only
E) a, b, and c
Q3) What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.
Q4) The best predictor of one's future behavior is his or her past behavior.
A)True
B)False
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Chapter 6: The Communications Process and Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).
A)True
B)False
Q2) The simplest of all decision heuristics is _____.
A) affect referral
B) compensatory
C) conjunctive
D) lexicographic
E) disjunctive
Q3) Which of the following is a stage in perceptual encoding?
A) exposure
B) feature analysis
C) selection of media
D) retention of information
E) action based on a decision
Q4) An individual's mood can influence his or her perception of stimulus objects.
A)True
B)False
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Chapter 7: The Role of Persuasion in IMC
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) In general,novel messages are _____.
A) unusual
B) distinctive
C) unpredictable
D) All of these are correct.
E) None of these are correct.
Q2) When elaboration likelihood is high,the receiver will focus predominantly on peripheral cues rather than message arguments.
A)True
B)False
Q3) According to the theory of psychological reactance,_____.
A) people react against any efforts to reduce their freedom of choice
B) consumer behavior is seen as emotional
C) consumer behavior is seen as highly cognitive
D) people satisfy primary needs before acquired needs
E) the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion
Q4) Explain why physical attractiveness and similarity are important.
Q5) Explain the significance of the theory of psychological reactance.
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Chapter 8: Imc Objective Setting and Budgeting
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Name and describe the four practical budgeting methods.
Q2) Explain the sales-to-advertising response function and why it is rarely used to determine marcom budgets.
Q3) Which of the following is a step in the hierarchy-of-effects model?
A) unawareness
B) expectations
C) trial
D) beliefs
E) All of these are correct.
Q4) Which of the following is NOT a requirement for setting marcom objectives?
A) Objectives must specify the amount of change.
B) Objectives must be stated in terms of profits.
C) Objectives must be realistic.
D) Objectives must be internally consistent.
E) Objectives must be clear and in writing.
Q5) The percentage of sales method is the advertising budgeting procedure considered to be the most logical.
A)True
B)False
Q6) Explain the criteria that good marcom objectives must satisfy.
Page 10
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Chapter 9: An Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) In a situation where demand is more advertising elastic than price elastic it is advisable to _____.
A) maintain the status quo
B) build image via increased advertising
C) grow volume via price discounting
D) increase advertising and/or discount prices
E) decrease advertising and discount prices
Q2) Customers are known to be more responsive to retailers' price deals when retailers _____.
A) use rebate offers
B) advertise those deals
C) offer coupons
D) provide additional incentives
E) include in-package premiums
Q3) Account management provides the mechanism to link the agency with the client.
A)True
B)False
Q4) Advertising has not been demonstrated to influence brand switching. A)True B)False
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Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) Laddering is a marketing research technique that has been developed to identify links between attributes,consequences,and values.
A)True
B)False
Q2) The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive offerings nor to claim superiority.
A) preemptive
B) positioning
C) resonance
D) emotional
E) generic
Q3) Corporate image advertising involves a company taking a position on a controversial social issue of public importance with the intention of swaying public opinion.
A)True
B)False
Q4) Effective advertising takes the consumer's view.
A)True
B)False
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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) The tendency to believe or trust someone is called _____.
A) likability
B) expertise
C) power
D) internalization
E) credibility
Q2) Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.
A)True
B)False
Q3) The source attribute of power leads to the receiver processing mode of ______.
A) compliance
B) identification
C) internalization
D) similarity
E) attitude change
Q4) Explain why consumers need not fear the effects of subliminal advertising.
Q5) What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?
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Chapter 12: Traditional Ad Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Advertisers and media planners turn to _____ to obtain information on standardized ad rates,contact information,reader profiles and other information regarding magazines.
A) GfK Mediamark Research
B) Experian Simmons
C) National Advertising Association
D) Nielsen
E) Standard Rate and Data Services (SRDS)
Q2) Radio listeners remain on a radio station during commercials if the station is the correct format.
A)True
B)False
Q3) A limitation of radio advertising is _____.
A) difficulty of buying radio time
B) long lead times
C) high CPMs
D) erosion of radio listening audience
E) that it is not intrusive
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App
Advertising
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) _____ represent(s)the percentage of people who are exposed to an online ad that actually clicked their mouse on it.
A) Click-through rates (CTR)
B) Cost per thousand (CPM)
C) Cost per action (CPA)
D) Opportunity to see (OTS)
E) Search engine assessment (SEA)
Q2) Which general objective for assessing online advertising effectiveness makes use of the metric of the proportion of repeat customers?
A) the exposure value of a website
B) the usefulness of websites
C) the ability of a site to attract attention
D) the ability to target users
E) the quality of customer relationships
Q3) Unsolicited e-mail messages are referred to as spam.
A)True
B)False
Q4) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) Which of the following is a disadvantage of social media?
A) flexibility
B) privacy
C) consumer engagement
D) integration
E) cost effectiveness
Q2) Social media can be accessed only from mobile devices.
A)True
B)False
Q3) Social media is a tool for IMC because _____ percent of those online are active social media users.
A) 23
B) 42
C) 58
D) 73
E) 98
Q4) Once created,social media cannot be altered.
A)True
B)False
Q5) Identify three advantages and three disadvantages of social media.
Page 16
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Chapter 15: Direct Marketing, CRM, and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) From the consumer's perspective,which of the following is NOT an advantage of shopping by catalog?
A) It saves time because people do not have to find parking spaces and deal with in-store crowds.
B) Catalog buying appeals to consumers who are fearful of shopping due to concerns about crime.
C) Catalogs allow people the convenience of making purchase decisions at their leisure and away from the pressure of a retail store
D) The availability of toll-free numbers and online websites, credit-card purchasing, and liberal return policies make it easy for people to order from catalogs.
E) All of these are advantages.
Q2) Which of the following is a function direct mail can accomplish?
A) build traffic at a specific retailer or website
B) generate leads for a sales force
C) communicate with individuals in a relatively private manner
D) sell products and services to new customers
E) All of these are correct.
Q3) Explain why data mining is an important activity for marketers.
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Page 17
Chapter 16: Media Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Assuming 1 rating point represents 1 million households,determine the GRP for a TV schedule that advertises during ER,which had a rating of 15,Will & Grace,which had a rating of 12,and CSI,which had a rating of 14 during a one week period last year.
A) 12
B) 13.67
C) 15
D) 41
E) 41,000,000
Q2) Generally speaking,more prospective customers are reached when a media schedule focuses on a single medium rather than using multiple media.
A)True
B)False
Q3) Which of the following is one of the fundamental objectives in media planning?
A) effectiveness
B) reach
C) budget
D) efficiency index
E) OTS
Q4) 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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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.
A) ARS score
B) Q-score
C) target score
D) advertising elasticity
E) delta
Q2) Starch Ad Readership Studies use four separate indices to compare an advertisements scores against all ads (1)in the magazine issue,(2)in the same product category,(3)with the same size,and (4)with the same color classification.
A)True
B)False
Q3) Which of the following are the two general forms of message research?
A) primary and secondary
B) valid and reliable
C) pretesting and posttesting
D) formal and informal
E) qualitative and quantitative
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Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) It is difficult for small manufacturers to convert to a pure system of everyday low pricing.
A)True
B)False
Q2) Scanner-verified programs provide an incentive to the retailer for any items sold to consumers during the agreed-on time period.
A)True
B)False
Q3) The objectives of trade allowances for retailers often conflict with the objectives of manufacturers.
A)True
B)False
Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
Q5) Manufacturers pay slotting allowances to retailers to get the retailer to purchase the product.
A)True
B)False
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Q6) Explain how everyday low pricing (M)reduces the usage of diverting and forward buying.
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Which statement best summarizes the way in which promotion agencies a valuable resource for brand managers?
A) They are able to plan promotions and carry through their implementation.
B) They are able to create advertising messages and buy advertising media.
C) They are able to implement the promotion strategies planned by ad agencies.
D) They are able to plan promotions to be carried out by ad agencies.
E) They are best suited for implementing introductory advertising campaigns.
Q2) Which of the following parties can be involved in coupon misredemption?
A) consumers
B) store clerks
C) store management
D) clearinghouses
E) All of these are correct.
Q3) A problem with in- or on-package sampling is that it _____.
A) does not reach the best potential customers
B) is more expensive than other sampling methods
C) excludes consumers who do not buy the carrying brand
D) is not liked by most retailers
E) has the lowest retrial rate
Q4) Explain how to calculate the return on investment for a sampling investment.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Premiums are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.
A)True
B)False
Q2) Retailers can't commit rebate fraud because a rebate occurs between manufacturers and consumers.
A)True
B)False
Q3) Lisa purchased socks at a department store and noticed a sign that stated she could get $5.00 back by mail if she purchased five pairs and mailed in a form along with the proofs of purchases and a dated cash register receipt.This is an example of which type of promotion?
A) coupon
B) rebate
C) premium
D) bonus pack
E) price-off
Q4) Define what a premium is,and name and describe the four types of premiums.
Q5) Compare and contrast price-off promotions and bonus packs.
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.
A) laggard
B) opinion leader
C) innovator
D) endorser
E) market major
Q2) Which of the following activities should be included in an antirumor campaign?
A) Deciding the specific points in the rumor that need to be refuted
B) Emphasizing that the rumor is untrue or unfair
C) Picking appropriate media and vehicles for delivering the antirumor message
D) Selecting a credible spokesperson to deliver the message on the company's behalf
E) All of these are correct.
Q3) Cause-oriented sponsorships typically involve supporting athletic events.
A)True
B)False
Q4) Name and describe the tools that are available to a public relations director when using proactive marketing public relations.
Page 23
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Chapter 22: Packaging, Pop Communications, and Signage
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) A high proportion of purchases in supermarkets are unplanned purchases.
A)True
B)False
Q2) The major forms of billboard advertising are painted bulletins and kiosks.
A)True
B)False
Q3) POP displays serve as the capstone for an integrated marketing communications program.
A)True
B)False
Q4) Which type of billboard is hand painted directly on the billboard by artists hired by the billboard owner?
A) poster panels
B) painted bulletins
C) painted billboards
D) poster billboards
E) painted panels
Q5) Green signifies purity,cleanliness,and mildness.
A)True
B)False
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Chapter 23: Personal Selling
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) New-business selling is characterized by which of the following terms?
A) bird-dogging
B) cold calling
C) canvassing
D) prospecting
E) All of these are correct.
Q2) No single factor is able to adequately explain salesperson performance.
A)True
B)False
Q3) What term refers to the altering of sales behaviors during a customer interaction based on perceived information about the nature of the selling situation?
A) adaptive selling
B) SPIN selling
C) persuasive selling
D) aptitude selling
E) objective-and-task selling
Q4) Identify three of the advantages personal selling has that other promotional tools do not have.
Q5) Describe the differences between antiquated selling and modern selling.
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