Integrated Marketing Communications
Pre-Test Questions
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels including advertising, public relations, sales promotion, digital media, and direct marketing to deliver a unified and persuasive brand message to target audiences. The course examines the process of creating cohesive marketing campaigns that leverage the strengths of multiple platforms, reinforcing brand identity and maximizing impact. Students will analyze real-world case studies, develop multi-channel communication plans, and understand the role of IMC in building long-term customer relationships, ensuring consistency, and optimizing marketing effectiveness in todays dynamic marketplace.
Recommended Textbook
M Advertising 2nd Edition by William Arens
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Page 2
Chapter 1: The Evolution of Advertising
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Sample Questions
Q1) The Cold War ended when the Berlin Wall came down and Western companies and financiers began to invest heavily in what were once called the Warsaw Pact countries. Big multinational companies and their advertising agencies went on a binge, buying other big companies and adding a new term to the financial lexicon. This term was:
A) partnering.
B) capitalism.
C) oligopoly.
D) mega merger.
E) service economy.
Answer: D
Q2) According to the history of advertising, the _____ made possible the first advertising formats-posters, handbills, signs, and newspapers.
A) quill pen
B) printing press
C) silk screen
D) ability to mold lead
E) ability to copy and draw
Answer: B
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Chapter 2: The Environment of Advertising
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Sample Questions
Q1) Distinguish between deceptive advertising and unfair advertising.
Answer: Deceptive advertising is any ad in which "there is a misrepresentation, omission or other practice that is likely to mislead the consumer, acting reasonably in the circumstances, to the consumer's detriment." Unfair advertising: According to the FTC, unfair advertising that causes a consumer to be "unjustifiably injured" or that violates public policy.
Q2) What are the two operating arms of the Advertising Self-Regulatory National Advertising Review Council (ASNARC)? Briefly explain the function of each.
Answer: The ASRCNARC has two operating arms: the National Advertising Division (NAD) of the Council of Better Business Bureaus and the National Advertising Review Board (NARB). The NAD monitors advertising practices and reviews complaints about advertising from consumers and consumer groups, brand competitors, local Better Business Bureaus, trade associations, and others. The appeals board for NAD decisions is the NARB, which consists of a chairperson and 70 volunteer members (40 national advertisers, 20 agency representatives, and 10 laypeople).
Q3) What is consumerism?
Answer: The consumer movement gave rise to consumerism, which is social action to dramatize the rights of the buying public.
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Chapter 3: The Business of Advertising
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Sample Questions
Q1) Which of the following creates online ads?
A) Production houses
B) Art houses
C) Internet boutiques
D) Art agencies
E) Web design houses
Answer: E
Q2) Local advertising is sometimes called cooperative advertising.
A)True
B)False
Answer: False
Q3) The basic principles of advertising are the same for both local and national advertising.
A)True
B)False
Answer: True
Q4) Institutional advertising is primarily used to locate and recruit new employees.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Segmentation, Targeting, and the Marketing Mix
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Q1) What are the stages in a product life cycle? Discuss each stage in brief.
Q2) In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families. Plus, women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation.
A) demographic
B) psychographic
C) diffused
D) geographic
E) psychological
Q3) Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?
A) Individual branding
B) Regional branding
C) Psychological branding
D) Private labeling
E) Family branding
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Chapter 5: Communication and Consumer Behavior
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Q1) Which of the following statements is true about the FCB grid?
A) It helps advertising agencies determine which type of advertising to use for a specific product.
B) It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria.
C) It illustrates how negatively originated motives differ from positively originated motives.
D) It helps create integrated marketing communications that present a unified message to the targeted audience.
E) It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.
Q2) The cognitive theory of learning is also called the stimulus-response theory.
A)True
B)False
Q3) Within Jon's perception process, the smell of sawdust at the lumber yard was an example of a stimulus.
A)True
B)False
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Chapter 6: Account Planning and Research
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Q1) What is ethnographic research?
Q2) On a survey, students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.
A) open-ended
B) multiple choice
C) dichotomous
D) bipolar
E) tabulation
Q3) A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.
A)True
B)False
Q4) Distinguish between marketing research and advertising research.
Q5) The final step in the research process is ad posttesting.
A)True
B)False
Q6) What are the roles and responsibilities of account planners?
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Chapter 7: Marketing, Advertising, and Imc Planning
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Q1) The advertising pyramid reflects the traditional mass-marketing approach.
A)True
B)False
Q2) By definition, marketing plans should be short and specific.
A)True
B)False
Q3) Besides its signature product, the My-Tee T-shirt Company makes a line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in My-Tee clothing, which helped the company earn $1 million in sales last year. This is a brief description of My-Tee's:
A) advertising mix.
B) marketing mix.
C) marketing objectives.
D) organizational strategy.
E) product differentiation.
Q4) Value is defined as the ratio of price to total benefits provided.
A)True
B)False
Page 9
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Chapter 8: Creating Ads: Strategy and Process
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Q1) According to creativity consultant Roger von Oech, which role in the creative process has to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization?
A) Warrior
B) Judge
C) Artist
D) Explorer
E) Evaluator
Q2) People who are value-based thinkers can also be described as linear thinkers.
A)True
B)False
Q3) The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.
A) Judge
B) Evaluator
C) Mediator
D) Expressive
E) Liaison
Q4) The creative strategy has several other names. What are they?
Q5) Discuss the roles of a copywriter and an art director.
Page 10
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Chapter 9: Creative Execution: Art and Copy
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Q1) Which of the following is LEAST likely a characteristic of an effective headline?
A) Engaging the reader slowly
B) Explaining the visual in the ad
C) Leading the reader into the body copy
D) Attracting attention to the advertisement
E) Presenting the complete selling idea to the reader
Q2) For which of the following projects would an ad agency most likely develop a dummy?
A) A point-of-purchase display for Claritin allergy medication
B) A radio ad for Olive Garden restaurants
C) A television ad for Pepperidge Farms products
D) A magazine ad for Healthy Choice frozen meals
E) An interstate billboard for a local radio station
Q3) Another name for the poster-style format is the storyboard layout.
A)True
B)False
Q4) List the three reasons why art directors use layouts.
Q5) What is the copywriter's role in creating a broadcast commercial?
Q6) What are the four basic format elements used to construct long ad copy?
Page 11
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Chapter 10: Print Advertising
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Q1) What is a short rate? How is it calculated?
Q2) When advertisers place an ad, they submit a(n) _____ to the newspaper, stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.
A) ad paste-up
B) preprinted insert
C) insertion order
D) layout board
E) contractual agreement
Q3) Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys.
A) open rate
B) one-time rate
C) leveraged rate
D) flat rate
E) contribution rate
Q4) Regional magazines are simply national publications with a regional focus.
A)True
B)False
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Chapter 11: Broadcast, Cable, and Satellite Media: Television and Radio
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Q1) A major trend in radio today is the resurgence of radio networks.
A)True
B)False
Q2) What are the disadvantages of radio as an advertising medium?
Q3) _____ occurs when an advertiser underwrites the total cost of a program.
A) Market aggregation
B) Full-spot participation
C) Sponsorship
D) Narrowcasting
E) Television customization
Q4) The manufacturer of Classic Equine equestrian equipment would most likely choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.
A) flexibility
B) tangibility
C) selectivity
D) potential for creativity
E) productivity
Q5) Differentiate between broadcast television and cable television.
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Chapter 12: Digital Interactive Media
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Sample Questions
Q1) Which of the following terms refers to electronic junk mail?
A) Banner
B) Button
C) Blog
D) Spam
E) Cookie
Q2) The Internet:
A) gathers user information through cookies.
B) was developed by the Department of Defense in the early 1980s.
C) is a global network of computers that communicate through protocols.
D) uses a centralized network to create its power.
E) is now the same as ARPAnet.
Q3) When does a "click" occur?
Q4) How has broadband changed the way people access the Internet?
Q5) Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.
A)True
B)False
Q6) What is HTML? How is it useful?
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Q7) What benefit does a sponsored short message system (SMS) provide to marketers?
Chapter 13: Out-Of-Home, Direct-Mail, and Promotional Products
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Q1) The basic unit of sale for posters is 100 gross rating points daily. One rating point equals:
A) one percent of a particular market's population.
B) one market sample per billboard.
C) each individual in the market.
D) each household in the market.
E) each ad exposure per day.
Q2) Immersive advertising describes the integration of advertising into the message delivery mechanism so effectively that the product is promoted while the audience is being entertained.
A)True
B)False
Q3) _____ is the widely used form of outdoor advertising. It is sometimes called a standard billboard.
A) A terminal poster
B) A painted bulletin
C) Poster board
D) A 30-sheet poster panel
E) A stock-poster panel
Q4) Explain five disadvantages associated with outdoor advertising.
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Chapter 14: Media Planning and Buying
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Q1) The person in charge of negotiating and contracting with the media is called a(n):
A) ad traffic manager.
B) art director.
C) media director.
D) media buyer.
E) audience planner.
Q2) The _____ of an ad is defined as being the average number of times a person must see or hear a message before it is truly received.
A) medium value
B) exposure value
C) message satiation
D) effective reach
E) effective frequency
Q3) Which of the following functions would LEAST likely be handled by a media buyer?
A) Understanding the marketplace
B) Determining where to advertise
C) Evaluating various media vehicles
D) Monitoring advertising performance
E) Negotiating special rates on volume buys
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Page 16
Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Q1) Seamless, consistent communication helps a firm build a good reputation. A)True
B)False
Q2) How does product packaging affect the image of a brand? Use examples of products or brands to illustrate your response.
Q3) Telemarketing is less costly than personal selling.
A)True
B)False
Q4) What are the functions of direct marketing?
Q5) What is a premium? Why do marketers offer premiums?
Q6) What is slippage? How common is it?
Q7) If you buy a case of Hanover kidney beans, you can mail eight UPC labels to Hanover and receive a "Kid Bean" stuffed toy. The toy is an example of a:
A) polybag.
B) premium.
C) sample.
D) rebate.
E) combination offer.
Q8) What advantages do print catalogs provide over other marketing tools? Page 17
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Page 18
Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) What is the function of marketing public relations (MPR)?
Q2) Which of the following terms refers to internal and external publications such as stockholder reports, newsletters, and dealer publications?
A) Promotional announcement
B) Corporate blog
C) Media bulletin
D) Feature article
E) House organ
Q3) The solar power industry spent $200 million to persuade government officials to support legislation that would promote solar power usage. Which term best describes the activities of the solar power industry?
A) Consumerism
B) Public relations advertising
C) Ambush marketing
D) Lobbying
E) Cause marketing
Q4) Define public relations. Briefly explain its role in the marketing mix.
Q5) What are the two methods a company can use to engage in sponsorship?
Q6) Why do public relations (PR) practitioners often engage in speechwriting?
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Chapter 17: Producing ADS
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Q1) What are the three phases in the process of producing a recorded radio commercial?
Q2) List five issues that commonly cause the production of an advertisement to go over budget.
Q3) Briefly describe the features and appearance of a sound studio where the talent for a radio commercial would perform.
Q4) If a retailer has a small budget for promoting a sale, the retailer would spend the least amount of money by producing an advertisement for:
A) local TV.
B) local radio.
C) broadcast TV.
D) a major magazine.
E) a social media site.
Q5) The work print stage of a commercial is also called the rough cut or interlock.
A)True
B)False
Q6) What do production managers and art directors need to look for in a proof?
Q7) List the four stages in the print production process. How does this differ from the broadcast commercial process?
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