Integrated Marketing Communications
Textbook Exam Questions
Course Introduction
Integrated Marketing Communications explores the strategic process of coordinating various promotional tools and marketing efforts to deliver a consistent, clear, and compelling message about a brand or organization. This course examines how advertising, public relations, sales promotion, direct marketing, and digital media can be blended seamlessly to achieve marketing objectives and enhance brand value. Students will learn to design integrated campaigns, evaluate their effectiveness, and adapt strategies across multiple channels to engage target audiences, strengthen brand identity, and maximize communications impact in todays dynamic marketplace.
Recommended Textbook
Consumer Behavior 11th Edition by Leon
G. Schiffman
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16 Chapters
1826 Verified Questions
1826 Flashcards
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Page 2
Chapter 1: Consumer Behavior: Information-Driven
Consumer Behavior
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Sample Questions
Q1) Which of the four disciplines that helps shape our understanding of consumer behavior compares human societies' culture and development?
A) psychology
B) sociology
C) anthropology
D) communication
E) economics
Answer: C
Q2) Identify and discuss the reasons for which small reductions in customer defections produce significant increases in profits.
Answer: 1) Loyal customers buy more products. 2) Long-term customers who are familiar with the company's products are an important asset for developing and testing new products and services. 3) Loyal customers are less price sensitive and pay less attention to competitors' advertising. 4) Servicing existing customers, who are familiar with the firm's offerings and processes, is cheaper. 5) Loyal customers spread positive word of mouth and refer other customers. 6) Marketing efforts aimed at attracting new customers are expensive. In saturated markets, there may not even be new customers. 7) Employees' jobs are easier and more satisfying when customers are loyal and easier to serve.
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Chapter 2: Segmentation, Targeting and Positioning
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116 Flashcards
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Sample Questions
Q1) The New York Times' positioning as "All the news that's fit to print" is an example of
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer: A
Q2) Positioning Joy (a fragrance brand)as "the costliest perfume in the world" is an example of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer: A
Q3) Personality traits and cultural values are consumer-intrinsic cognitive factors.
A)True
B)False
Answer: True
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Chapter 3: Consumer Motivation and Personality
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126 Flashcards
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Sample Questions
Q1) When describing consumer innovativeness, the term "global innovativeness" refers to
A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations
B) a high level of demonstrated consumer ethnocentrism
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product category
Answer: C
Q2) In the NAIL POLISH MINI CASE, Patti wants to paint her nails in order to be more attractive. This is an example of a(n)________ goal
A) negative
B) avoidance
C) utilitarian
D) approach
E) prevention-focused
Answer: D
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Page 5
Chapter 4: Consumer Perception
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Sample Questions
Q1) John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.
A) sensory adaptation
B) just noticeable difference
C) differential threshold
D) perceptual blocking
E) absolute threshold
Q2) In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure
Q3) Differentiate between intrinsic cues and extrinsic cues and provide examples of each.
Q4) What are the types of perceived risk consumers have to deal with?
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Chapter 5: Consumer Learning
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117 Flashcards
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Sample Questions
Q1) ________ is the stage of real memory in which information is processed and held for just a brief period.
A) Sensory store
B) Rehearsal
C) Short-term store
D) Recall
E) Long-term store
Q2) What are the three criteria used in the Starch Readership Ad Study?
A) involvement with the ad, discriminating the advertised brand from competitive brands, providing greater share of wallet to the advertised brand
B) involvement with the ad, shopping for the advertised product, loyalty to the advertised product
C) associating the ad with the brand advertised, shopping for the advertised product, loyalty to the advertised product
D) noticing the ad, associating the ad with the brand advertised, and involvement with the ad
E) noticing the ad, shopping for the advertised product, loyalty to the advertised product
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Page 7
Chapter 6: Consumer Attitude Formation and Change
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Sample Questions
Q1) Changing attitudes according to their applicable consumer motivations is known as the ________.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
Q2) ________ attempts to explain how people assign blame or credit to events on the basis of either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Q3) Individuals who try a brand without any inducements or individuals who buy a brand repeatedly are more likely to consider that they buy the brand because they like it, rather than because it was free or on sale.
A)True
B)False
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Page 8
Chapter 7: Persuading Customers
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107 Flashcards
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Sample Questions
Q1) What are the advantages and disadvantages of using comparative advertising?
Q2) Which of the following is an example of a formal communications source?
A) a parent
B) a friend
C) a salesperson
D) a work colleague
E) a doctor
Q3) Radio is an example of an interpersonal medium.
A)True
B)False
Q4) ________ track bodily responses to stimuli.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
Q5) What is the difference between a one-sided message and a two-sided message? When are they used?
Q6) How do mass media senders infer feedback from their messages?
Q7) How do marketers assess the effects of mass communications?
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Chapter 8: From Print and Broadcast to Social Media and Mobile Advertising
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Sample Questions
Q1) ________ is sending promotional messages to consumers' cell phones, iPads, electronic readers, and other devices that people carry while on the go.
A) Social media advertising
B) Word-of-mouth advertising
C) Outdoor advertising
D) Mobile advertising
E) Guerrilla advertising
Q2) Apps collect users' personal information and provide the information to the app developers.
A)True
B)False
Q3) Which capability is identified as the outstanding capability of mobile advertising?
A) screen size
B) use of geographic locations to deliver contextually relevant offers
C) improved use of referrals
D) improved use of cookies
E) ad creativity
Q4) Identify the characteristics of effective social media campaigns.
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Chapter 9: Reference Groups and Word-of-Mouth
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Sample Questions
Q1) Which of the following is true of the characteristics of risk-averse consumers?
A) they tend to be outer-directed
B) they are not dogmatic
C) they have a low need for conformity
D) they are unlikely to be brand loyal
E) when assembled or unassembled products are available, they buy assembled versions of products, even if they are a bit more expensive
Q2) A(n)______________________ provides offers expertise regarding a particular product category, reduces uncertainty related to making an incorrect purchase, or increases consumer confidence because it provides a collective decision.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Q3) Identify and describe each of the five adopter categories.
Q4) Social norm messages are more persuasive when they are credible and believable.
A)True
B)False
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Chapter 10: The Family and Its Social Class Standing
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Sample Questions
Q1) ________ involves the transfer of values, product loyalties, or brand preferences from one generation to another.
A) Intergenerational transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Family member socialization
Q2) Why do many researchers maintain that America's middle class has been shrinking?
A) the global shrinkage of the middle class
B) the failing economy
C) the geographic shift from metropolitans to the suburbs
D) some members are moving upstream to upper-middle class while others are slipping backward to the working class
E) the expansion of educational opportunity
Q3) Why are mothers generally stronger consumer socialization agents than their husbands?
Q4) Socialization begins in early childhood and culminates in early adulthood.
A)True
B)False
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Chapter 11: Culture's Influence on Consumer Behavior
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Sample Questions
Q1) A ________ is anything that represents something else.
A) belief
B) custom
C) symbol
D) more
E) value
Q2) The learning of a new or foreign culture is known as ________.
A) acculturation
B) exculturation
C) proculturation
D) inculcation
E) enculturation
Q3) In terms of consumer behavior, an appeal to ________ frequently takes the form of reinforcing the consumer's sense of identity with products or services that both reflect and emphasize that identity.
A) freedom
B) efficiency
C) progress
D) individualism
E) material comfort
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Chapter 12: Subcultures and Consumer Behavior
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Sample Questions
Q1) On a percentage basis, which of the following is the fastest-growing American minority?
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
Q2) How does consumer behavior change among Hispanic consumers as they acculturate?
Q3) ________ are examples of subcultural categories based on age.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teens, Generation Xers, and older Americans
Q4) Subcultures are ________.
A) mutually exclusive in terms of membership
B) a hindrance to market segmentation
C) dynamic and evolving
D) vastly different in values and beliefs from dominant American culture
E) static
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Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective
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108 Flashcards
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Sample Questions
Q1) What is acculturation and how does it affect marketers?
Q2) Marketers should observe differences in language and meaning, differences in market segmentation opportunities, and differences in consumption patterns, among others, when they conduct cross-cultural analysis.
A)True
B)False
Q3) Which of the following global consumer market segments is responsible, respectful, and conservative?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q4) How has the growth of the middle class in developing countries impacted marketers?
Q5) Intimates are consumers focused on relationships close to home, such as spouses, significant others, family, and friends.
A)True
B)False
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Chapter 14: Consumer Decision Making and Diffusion of Innovations
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Sample Questions
Q1) Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and picks up a pair. Maria's is a case of ________.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Q2) In high risk situations, consumers are likely to engage in complex and extensive
A) information search
B) need recognition
C) routinized behavior
D) psychological field reorganization
E) self-assessment
Q3) Differentiate between the types of gifting and provide an example of each.
Q4) What are the differences between continuous, dynamically continuous, and discontinuous innovation?
Q5) What factors determine how extensive a consumer's problem-solving task is?
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Chapter 15: Marketing Ethics and Social Responsibility
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Sample Questions
Q1) Two personality traits that are related to students' misuse of credit cards, compulsive buying, and mobile phone addictive tendencies were ________.
A) impulsiveness and materialism
B) materialism and dogmatism
C) dogmatism and need for cognition
D) impulsiveness and need for cognition
E) impulsiveness and dogmatism
Q2) When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged in its Olympic can to the Special Olympics, it is engaging in ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Q3) Consumers may be able to control consumption by organizing less-structured offerings.
A)True
B)False
Q4) Provide an example of an advertisement that was considered provocative.
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Chapter 16: Consumer Research
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Sample Questions
Q1) Frequently, ideas stemming from ________ are tested empirically with a larger sample through ________.
A) qualitative research; quantitative studies
B) quantitative research; qualitative studies
C) primary research; secondary data studies
D) quantitative research; complaint analysis studies
E) qualitative research; complaint analysis studies
Q2) The sequence of questions in a questionnaire is not important.
A)True
B)False
Q3) When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.
A)True
B)False
Q4) Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.
A)True
B)False
Q5) What is observational research, and why is it used?
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