Integrated Marketing Communications Exam
Preparation Guide
Course Introduction
Integrated Marketing Communications (IMC) is a comprehensive approach to promoting products, services, or brands by unifying and coordinating various marketing channels and tools to deliver a consistent and impactful message to target audiences. This course examines the strategic planning and execution of campaigns that blend advertising, public relations, digital media, sales promotion, and direct marketing. Students will learn how to create seamless communication strategies that reinforce brand identity, enhance customer engagement, and maximize the overall effectiveness of marketing efforts in a rapidly evolving media landscape. Critical topics include message development, audience segmentation, media selection, budgeting, and metrics for measuring campaign success.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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Chapter 1: The New World of Marketing Communication
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Q1) Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?
A)advertiser
B)agency
C)media
D)vendor
E)distributors
Answer: C
Q2) When creating an advertisement or complete campaign, it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?
A)Agencies typically have fewer restrictions on getting ideas approved.
B)Agencies have creative expertise.
C)Agencies have media knowledge.
D)Agencies have workforce talent.
E)Agencies have the ability to negotiate good deals for clients.
Answer: A
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Chapter 2: Integrated Brand Communication
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Q1) Bold, fun, exciting, and daring are all examples of ________.
A)brand promises
B)brand positions
C)brand personalities
D)brand images
E)brand value
Answer: C
Q2) Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?
A)psychological pricing
B)value pricing
C)distribution pricing
D)copy pricing
E)customary pricing
Answer: A
Q3) Why is it important for a brand promise to be simple and honest?
Answer: Consumers who purchase the product and believe it does not live up to the promise will develop a negative image of the brand; they will be less likely to become loyal customers.
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Chapter 3: Brand Communication and Society
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Q1) A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.
A)norm
B)reference group
C)symbol
D)mean
E)stereotype
Answer: E
Q2) An advertising agency can be held liable along with the advertiser for deceptive advertising.
A)True
B)False
Answer: True
Q3) The Federal Communications Commission (FCC)has the authority to take legal actions against advertisers and advertising agencies.
A)True
B)False
Answer: False
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Chapter 4: How Brand Communication Works
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Q1) The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."
A)attitude
B)engagement
C)conviction
D)credibility
E)rehearsal
Q2) Lauren is very particular about her coffee in the morning, using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of which type of emotional driver?
A)bandwagon appeal
B)motivation
C)comprehension
D)resonance
E)need
Q3) In the communication process, what is noise and why is it important?
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Page 6
Chapter 5: Segmenting and Targeting the Audience
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Q1) Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brand of clothes they all seem to wear and the type of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior?
A)culture
B)social class
C)reference group
D)family
E)trend spotting
Q2) In Maslow's Hierarchy of Needs, ________ needs include water, sleep, and food.
A)self-actualization
B)ego
C)belongingness
D)safety
E)physiological
Q3) Describe the three functions of reference groups.
Q4) Explain how marketers may be able to reduce postpurchase cognitive dissonance.
Q5) What is the difference between a consumer's need and a want?
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Chapter 6: Strategic Research
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Q1) Focus groups have the advantage of revealing what people actually do, as distinguished from what they say they do.
A)True
B)False
Q2) ________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used to develop a marketing plan and, ultimately, provide information for an advertising plan.
A)Marketing research
B)Media research
C)Consumer insight research
D)Semiotic analysis
E)Concept testing
Q3) Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.
Q4) Compare and contrast primary and secondary research and provide examples of sources for each.
Q5) Explain how researchers are using embedded research.
Q6) Describe five ways research is used in marketing communication planning.
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Chapter 7: Strategic Planning
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Q1) A strategic business unit is ________.
A)a line of products
B)all of the offerings under a single brand name
C)a functional department of a company
D)both A and B
E)all of the above
Q2) The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.
A)communication brief
B)situation analysis
C)business plan
D)marketing plan
E)competitive brief
Q3) Positioning represents one of advertising's most critical tasks.
A)True
B)False
Q4) What should Bob include in the creative brief that he prepares for the creative department?
Q5) Describe the components and purpose of a SWOT analysis.
Q6) Distinguish between strategic planning, strategies, and tactics.
Page 9
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Chapter 8: Creative Strategy
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Q1) Which of the following are objectives related to the feel facet of the Facets Model of Effects??
A)create attention, awareness, interest, recognition and recall
B)deliver information and understanding
C)touch emotions and create feelings
D)change attitudes, create conviction and preference
E)establish brand identity and associations
Q2) In which step of the creative process does the problem solver hit a blank wall and want to give up?
A)ideation
B)brainfag
C)incubation
D)mental block
E)immersion
Q3) A product's point of differentiation relative to the competition reflects its position.
A)True
B)False
Q4) Name and describe the four rational customer-focused selling premises.
Q5) Describe the creative person.
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Chapter 9: Copywriting
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Q1) The tools of radio copywriting include voice, music, and sound effects.
A)True
B)False
Q2) The two categories of copy in print advertising are display copy and body copy.
A)True
B)False
Q3) Which category of headlines is straightforward and informative?
A)call-outs
B)call to actions
C)overlines
D)indirect-action
E)direct-action
Q4) ________ is the text of an ad or the words that people say in a commercial.
A)Copy
B)Body
C)Verbiage
D)Dialogue
E)Headline
Q5) A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life."
Identify and describe the type of headline this illustrates.
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Chapter 10: Visual Communication
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Q1) Which of the following is NOT a stage in the normal development of a print ad?
A)storyboard
B)thumbnail sketches
C)rough layouts
D)semicomps
E)All of the above are stages in the normal development of a print ad.
Q2) Color that aligns exactly with the image in a print ad is said to be ________.
A)registered
B)justified
C)halftoned
D)screened
E)centered
Q3) How do banner ads compare to outdoor boards?
Q4) A ________ layout combines lots of elements to deliberately create a busy image.
A)dominant
B)circus
C)panel
D)nonlinear
E)circular
Q5) Describe a web designer's toolkit.
Page 12
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Chapter 11: Media Basics
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Q1) In traditional mass media, communication is a one-way process.
A)True
B)False
Q2) Instant messaging tends to be used more for business purposes than text messaging is.
A)True
B)False
Q3) Which of the following most accurately identifies the strength of newspapers and magazines?
A)delivering information in depth
B)tailoring programs to audience tastes
C)bringing entertainment into the home
D)delivering personalized information
E)creating two-way communication
Q4) Broadcast media include all of the following EXCEPT which one?
A)network television
B)local television
C)cable television
D)radio
E)the Internet
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Chapter 12: Traditional Media
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Q1) Haley and Lauren recall learning something in their marketing class about an arrangement between manufacturers of national brands and local businesses with respect to advertising. Name and describe this arrangement.
Q2) One disadvantage of advertising on radio is lack of control, which means advertisers do not have much control over when their ads will air.
A)True
B)False
Q3) Explain three advantages and three disadvantages of advertising in magazines.
Q4) Syndicated radio programs offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates.
A)True
B)False
Q5) One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.
A)True
B)False
Q6) Name and describe the three major types of radio advertising.
Q7) Explain the three main types of newspaper advertising.
Page 14
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Chapter 13: Digital Media
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Q1) Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus Web site. Nike Plus is an example of a ________.
A)search optimization strategy
B)viral marketing site
C)social media strategy
D)content sponsorship program
E)classifieds website
Q2) ________ is a growing practice on the Internet through which individuals who have goods and services to sell are linked with people interested in buying those products.
A)Person-to-person commerce
B)Brick-and-mortar business
C)Business-to-person marketing
D)Business-to-person commerce
E)Niche marketing
Q3) The primary purpose of online advertising is to provide a brand reminder message. A)True
B)False
Q4) Explain why advertising planners are so interested in media that generate buzz.
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Chapter 14: Media Planning and Buying
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Q1) A television advertisement for life insurance uses the song "Time" by Alan Parson's Project and shows a family sharing tender moments together. The company also uses the same song in its radio ads in the hope that it will reinforce and re-create the message in the listener's mind. Which concept best describes this situation?
A)transformational advertising
B)soft-sell advertising
C)hard-sell advertising
D)image transfer
E)mental imagery
Q2) The number of people in the vehicle's audience who are neither customers nor prospects is called ________.
A)reach distribution
B)carryover
C)wasted reach
D)average frequency
E)aperture
Q3) Media selection has little to do with the brand message.
A)True
B)False
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Chapter 15: Public Relations
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Q1) The public relations areas that focus on an organization's image and reputation are called ________.
A)corporate relations
B)reputation management
C)image shaping
D)crisis management
E)media relations
Q2) You've just started working at a consumer products business as the public relations director. You learned that your company does not have a crisis management plan, so you are going to develop one. What should you include in the plan, and how will you get employees to know what to do in the event of a crisis?
Q3) Discuss how advertising can be used as a public relations tool.
Q4) Which of the following is NOT a marketing communication tool used in public relations?
A)sales promotion
B)advertising
C)Internet
D)direct marketing
E)personal sales
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Chapter 16: Direct-Response
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Q1) Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.
Q2) During the ________ step in the direct marketing process, the DMC message must make it as easy as possible for customers to respond.
A)objectives/strategy
B)offer
C)response/order
D)fulfillment
E)relationship building
Q3) The financial contribution through sales volume of an individual customer or customer segment over a length of time is known as ________.
A)return on investment
B)lifetime customer value
C)customer contribution
D)customer loyalty
E)customer relationship assessment
Q4) You are developing the offer for a direct marketing campaign. Explain what is included in the "offer."
Q5) Identify the four primary objectives of a marketing database.
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Chapter 17: Promotions
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Q1) Stephanie has a Target Visa card. It's a regular Visa card, but when she uses it at a Target store, her child's school receives 1 percent of her purchase. When she uses the card elsewhere, the school receives 0.5 percent of her purchase. In fact, the school has helped sign up people for the cards by sending brochures home with every student, and now the school receives $500-$2,000 every quarter from Target. What types of promotion are represented in this scenario?
Q2) The most common types of trade deals are buying allowances, advertising allowances (including cooperative advertising), and display allowances.
A)True
B)False
Q3) Allowing the consumer to try the product or service is called ________.
A)a warranty
B)sampling
C)a premium
D)a specialty
E)self-liquidating
Q4) Name and describe the four partnership programs discussed in your text.
Q5) How have loyalty programs become reward programs?
Q6) Discuss five reasons for the growth of sales promotion.
Page 19
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Chapter 18: The Imc Umbrella
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Q1) In which type of culture is the meaning of a message best understood when contained within contextual cues?
A)applied-context culture
B)basic-context culture
C)high-context culture
D)low-context culture
E)group-based culture
Q2) Direct mail is a type of ________ that provides business advertisers with sales leads and lays the groundwork for subsequent sales calls.
A)retail marketing
B)directory advertising
C)horizontal advertising
D)B2B direct marketing
E)vertical advertising
Q3) Advertising directed at people in businesses who buy or specify products for business use is called direct advertising.
A)True
B)False
Q4) Compare and contrast cause marketing and mission marketing.
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Chapter 19: Evaluation of Effectiveness
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Q1) Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?
A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source tests
Q2) The point at which the advertising gets tired and there is no response or less response than at the launch is called the hiatus point.
A)True
B)False
Q3) Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.
A)True
B)False
Q4) Identify and briefly explain the three sorting exercises described in "A Matter of Practice" that enable the advertiser to see an ad through the eyes of its target audience.
Q5) What were the three objectives of the UPS campaign described in the chapter?
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