Integrated Marketing Communications
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Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels such as advertising, public relations, sales promotion, social media, and direct marketing to deliver a clear, consistent, and compelling message to target audiences. This course examines how organizations create unified messaging across multiple platforms to enhance brand equity, foster consumer engagement, and drive marketing effectiveness. Students will analyze real-world campaigns, develop integrated communication plans, and assess the effectiveness of different communication strategies in achieving marketing objectives.
Recommended Textbook
Social Media Marketing A Strategic Approach 1st Edition by Melissa Barker
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2
Chapter 1: Why Social Media?
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Sample Questions
Q1) In order to be a successful social media marketer,you need a number of technical and personal skills.Which of the following is not considered vital?
A) Basic computer skills
B) Good listening skills
C) Strong reading and comprehension skills
D) A big ego
E) A sense of humor
Answer: D
Q2) Why do marketers often have difficulty with social media marketing?
Answer: They do not begin with a plan,but instead start of in a random direction or try many different approaches with any strategy behind the actions.
Q3) Social media marketing is a form of what type of marketing?
A) Social networking
B) Online advertising
C) Word of mouth
D) Paid search
E) Direct mail
Answer: C
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Chapter 2: Goals and Strategies
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Sample Questions
Q1) Some of a brand's most passionate advocates can start off as disgruntled customers.
A)True
B)False
Answer: True
Q2) Which of the 8 C's refer to understanding the etiquette,nuances and spoken or unspoken rules of a particular social media platform?
A) Convert
B) Categorize
C) Collaborate
D) Comprehend
E) Contribute
Answer: D
Q3) Social media marketing goals must be flexible because
A) A brand cannot be sure its goals will be achieved.
B) New developments sometimes occur while using social media.
C) A particular social network might disappear.
D) Consumers are fickle,so it is difficult to forecast their behavior
E) Brand management might not support certain social media marketing goals.
Answer: B
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Chapter 3: Identifying Target Audiences
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Sample Questions
Q1) Which is a false statement?
A) Wahoo shifted to social media because it was unsuccessful with traditional media.
B) Wahoo's objective was to make its food part of the lifestyle of its target audience.
C) Wahoo succeeded in social media because its personas were considered authentic and its target audiences identified with it
D) Wahoo created content for its target audience,but it also used content created by its target audience.
E) Social media was an efficient way for Wahoo to communicate to its target audience. Answer: A
Q2) What is a target audience?
Answer: Those consumers,or group of consumer,that a company or brand has decided to try to reach with its marketing strategies.It can include both those most likely to purchase,as well as those who exhibit interest in similar values and ideas.
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Chapter 4: Rules of Engagement for Social Media
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Sample Questions
Q1) Why are the rules of engagement important for social media marketers?
Q2) Why is communicating with citizens from countries other than the U.S.important for a social media marketer?
A) Social media is international,with adoption and usage on the rise in many countries.
B) The U.S.has a large international population that uses social media.
C) Globalization means that the world is smaller.
D) Social media in the U.S.is declining when compared to usage in other countries
E) Most social media sites are not country specific,so it is important to be inclusive.
Q3) Pepsi shifted from interruption to permission marketing because it felt that was the best way to reach its primary target and keep that audience involved with the brand.
A)True
B)False
Q4) According to the text,traditional advertising has no value to consumers. A)True
B)False
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Chapter 5: Publishing Blogs
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Sample Questions
Q1) A content strategy is important for a blog because
A) It helps identify the marketing objectives.
B) It helps a blogger create relevant content the audience will engage with.
C) It confirms specific buyer personas.
D) It supports the overall social media strategy.
E) It keeps the blogger on a schedule.
Q2) A catchy title on a blog post should not
A) Communicate a benefit
B) Ask a question
C) Include relevant keywords
D) Be overly long or vague
E) Identify the content in the post.
Q3) Syndication is important for blogs because
A) It allows bloggers to promote content in other channels to new audiences.
B) It cuts through content clutter.
C) It guarantees additional revenues for the blog.
D) It helps boost content production on a blog.
E) It encourages more comments.
Q4) What elements should determine the amount of resources dedicated towards monitoring blogs?
7
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Chapter 6: Publishing Podcasts and Webinars
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Sample Questions
Q1) Which of the following is a true statement?
A) Podcasts allow listeners to interact directly with the speaker.
B) Podcasts are better lead generation tools than webinars.
C) Webinars require less advance planning than podcasts.
D) Webinars are a better format for training sessions.
E) Finding out the number of pages views on a blog requires external monitoring tools.
Q2) Adam Curry faced all of the following challenges with podcasting,except:
A) Convincing people that podcasting was worthwhile.
B) Creating ways for people to find and listen to podcasts.
C) Identifying revenue streams to develop podcast technologies.
D) Developing technology to deliver podcasts.
E) Developing programming and content for podcasts.
Q3) Webinars are a great tool for gauging audience reaction.
A)True
B)False
Q4) Webinars require more up-front promotion than podcasts.
A)True
B)False
Q5) What are the three types of podcast formats?
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Chapter 7: Publishing Articles,White Papers and E-Books
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Sample Questions
Q1) What content is important to include in a white paper?
A) All the technical details of a product or technology.
B) Industry specific acronyms and marketing phrases.
C) Information on a product's functionality and its benefits.
D) Visual aids in the form of charts and graphs.
E) A strong sales message.
Q2) The primary difference between articles found in directories and those in newspapers and magazines is that
A) Newspapers and magazines pay more for an article.
B) Newspapers and magazines provide editorial oversight.
C) A byline is more prominent in a directory article.
D) Directory articles are better optimized for search engines.
E) Directory articles carry more prestige and influence.
Q3) Using marketing jargon in a white paper helps it appear more educational and credible.
A)True
B)False
Q4) An overt goal is one that is not directly mentioned in a white paper or e-book.
A)True
B)False
Page 9
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Chapter 8: Sharing Videos
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Sample Questions
Q1) The most popular channel used to share information online is
A) YouTube
B) Facebook
C) Twitter
D) Instant message
E) Email
Q2) Why is the continuity of a theme important with videos?
A) A general theme makes it easier to create regular content.
B) Specificity is important with video content sharing.
C) It helps ensure a video will go viral.
D) It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
E) It makes measurement easier.
Q3) One reason that video creates a stronger connection with consumers is
A) Because it tells a story.
B) That it is seen as a diversion or quick break.
C) Because viewers are more vested in content when there is a human face attached.
D) It creates community.
E) People don't like to read.
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Page 10
Chapter 9: Sharing Photos and Images
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Sample Questions
Q1) What is a photo sharing site?
A) A website that provides stock photography.
B) A website that allows users to upload photos for public or private viewing.
C) A website with photos that lets viewers download them.
D) A website that lets you upload photos from your mobile phone.
E) A website that monetizes user generated photos and images.
Q2) What is behind the growth in photo sharing?
A) The growth of Facebook and its photo sharing tools.
B) The growth of smartphones.
C) The growth of digital cameras.
D) Companies recognize it can be an effective marketing strategy.
E) The growth of sites like Flickr make it much easier.
Q3) Flickr was the first photo sharing site.
A)True
B)False
Q4) Flickr has become the preferred platform of smartphone users.
A)True
B)False
Q5) Why is it important to use social networking tools when posting photos to photo-sharing sites?
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Chapter 10: Social Networks
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Sample Questions
Q1) What is the appeal of a private social network for a nonprofit?
A) Its supporters do not use general social networks like Facebook.
B) It provides a means for them to organize a cause without the distractions of a general social network.
C) It allows the nonprofit to amplify its message.
D) A private social network allows for more genuine relationships with the members.
E) It creates a feeling of exclusivity for its members.
Q2) Which of the following statements is false?
A) Social networks have become an effective way to find new customers
B) Social networks allow companies to build brand awareness
C) People on social networks seek out brand relationships.
D) Social networks serve as a channel for marketing messages
E) Companies can converse with target audiences on social networks
Q3) Why are social networks so useful for businesses that sell to consumers?
A) It costs much less than traditional advertising.
B) Companies can easily see what the competition is doing on social networks.
C) It is a useful medium for broadcasting messages to a large audience.
D) They are a great way to find and reach potential customers.
E) It does not require any technical knowledge.
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Page 12
Chapter 11: Microblogging
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Sample Questions
Q1) The best content a brand can provide on Twitter is
A) That which includes photos or links to external content.
B) Interesting,fun and valuable.
C) Varied and covers multiple topics and themes.
D) Appealing to the identified personas.
E) A special offer not found anywhere else.
Q2) It is important for a brand to identify the unique value it can bring to its Twitter followers.
A)True
B)False
Q3) The equal ratio strategy describes when one follows lots of other profiles and hope they decide to follow back.
A)True
B)False
Q4) Twitter is ideal at achieving all marketing objectives,with the exception of brand building.
A)True
B)False
Q5) What are three considerations for a company when building an effective Twitter channel?
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Chapter 12: Discussion Boards,Social News and Q&A Sites
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Sample Questions
Q1) What is a social news site?
A) A site that lets users submit links to sites that they find interesting.
B) A site that lets users submit links to news stories or other web pages to be ranked displayed.
C) A discussion forum that discusses recent and relevant news stories.
D) A site where users can select content from an assortment of major news outlets.
E) A social network that focuses on recent and relevant news stories.
Q2) Internet discussion forums are a successor to local neighborhood bulletin boards. A)True
B)False
Q3) Why are review sites not considered an important tool for social media marketers?
A) They don't have that much influence on a consumer's purchase decision.
B) Marketers can't really use review sites as a social channel without risking negative consequences.
C) They are too numerous and scattered to monitor.
D) They are not reliable.
E) Most review sites are too specific to be relevant.
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Chapter 13: Mobile Computing and Location Marketing
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Q1) Why was the Dunkin' Run app considered successful?
A) Dunkin' Donut was one of the first to use the mobile space for marketing.
B) Dunkin' Donuts audience has a high rate of smartphone adoption.
C) It was creative.
D) It served a consumer need and wasn't just about marketing.
E) It included a social gaming element.
Q2) What is the most popular form of marketing on location based social networks?
A) Branded badges
B) Branded sponsored mayorships
C) Coupons,deals and discounts
D) Social games
E) Exclusive offers
Q3) The defining characteristic of a location based social network is
A) The gaming element.
B) Users can share their location with friends.
C) Users can earn badges.
D) Users can receive discounts from brands.
E) That it can only be accessed on a mobile phone.
Q4) Why is the growth of smartphones important for social media marketers?
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Chapter 14: Social Media Monitoring
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Sample Questions
Q1) A social media monitoring tool should be determined by a brand's social media marketing goals,which identify which metrics will be measured.
A)True
B)False
Q2) The text indicates that ____ is a KPI for fostering dialogue.
A) Audience engagement
B) Sentiment ratio
C) Advocacy impact
D) Satisfaction score
E) Advocate influence
Q3) Measuring Return on Investment in social media is challenging for most marketers.
A)True
B)False
Q4) What is one disadvantage of free social media monitoring tools?
A) They do not have the ability to synchronize with paid platforms
B) They provide a lot of information that can be overwhelming
C) They are not effective at listening to social media
D) They are less effective at qualitative metrics
E) It is harder to measure specific KPIs with free tools
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Chapter 15: Social Media Marketing Plan
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Sample Questions
Q1) A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition.
A)True
B)False
Q2) A company should not select social media platforms until it has clearly identified its target audience and its behaviors.
A)True
B)False
Q3) Which SWOT Matrix strategy would be one where a company focused on overcoming weaknesses in its social media profiles in order to follow new opportunities in both new and existing social media platforms?
A) W-T Strategy
B) S-O Strategy
C) S-T Strategy
D) W-O Strategy
E) W-S Strategy
Q4) What are the five metrics identified as necessary for auditing a company's social media presence on social media platforms?
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