Integrated Marketing Communications Test Preparation
Course Introduction
Integrated Marketing Communications focuses on the strategic coordination of various promotional tools and marketing tactics to deliver a unified and consistent message to target audiences. This course provides students with an understanding of how advertising, public relations, sales promotion, direct marketing, digital media, and personal selling work together to create effective brand communications. Key topics include campaign planning, media strategy, audience analysis, message development, and performance measurement. Throughout the course, students will apply theoretical frameworks and practical techniques to design integrated communication plans that enhance brand value and achieve marketing objectives in a dynamic media environment.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Page 2
Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) The role of the advertising department in a company using a decentralized product management system is to:
A)plan and coordinate the advertising campaign.
B)provide advertising and promotion related support to the brand managers.
C)conduct marketing research based on the problems identified during segmentation.
D)develop sales programs that would be effective against the target market.
E)check manufacturing of the products according to the demand in the market.
Answer: B
Q2) The DDB Needham advertising agency receives compensation from its clients based on their sales and market share performance.This is an example of a(n)_____ compensation system.
A)fixed-fee
B)mediated
C)value based
D)cost-plus system
E)fee-commission
Answer: C
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Chapter 2: Perspectives on Consumer Behavior
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Sample Questions
Q1) According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.
A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning
Answer: D
Q2) Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:
A)routine response behavior.
B)limited problem solving.
C)extended problem solving.
D)high involvement.
E)cognitive learning.
Answer: A
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Chapter 3: The Communication Process
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Sample Questions
Q1) Nonpersonal channels of communication include:
A)newspapers,magazines,billboards,and salespeople.
B)salespeople,friends,relatives,and spokespeople.
C)reference groups,sales clerks,and telemarketers.
D)television,radio,newspapers,and magazines.
E)television,salespeople,and radio.
Answer: D
Q2) When an actress from the television show Desperate Housewives appears in a commercial endorsing Garnier Lumia hair products,the message source is:
A)the television network showing the commercial.
B)the television program that the advertising provides financial support for.
C)the actress.
D)consumers who view the commercial.
E)Desperate Housewives.
Answer: C
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Chapter 4: Source, Message, and Channel Factors
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Sample Questions
Q1) Which of the following statements is true about source credibility?
A)High credibility sources are always more effective than low credibility sources.
B)The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue.
C)The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon.
D)A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion.
E)Low credibility sources are more effective than high credibility sources when they are arguing for a position opposing their own best interest.
Q2) Humorous messages may be effective because they enhance _____ and reduce
A)counterargument;support arguing
B)counterargument;attention
C)attention;support arguing
D)attention;counterargument
E)counterargument;distraction
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6
Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) _____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A)The carryover effect
B)The hierarchy of effects model
C)Zero based communications planning
D)Inside-out communications planning
E)DAGMAR
Q2) According to the DAGMAR model,which of the following is a characteristic of a good objective?
A)A good objective is elaborative in nature.
B)A good objective specifies the target audience.
C)A good objective includes both positive and negative points.
D)A good objective specifies the current market share.
E)A good objective is based on sales results.
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Chapter 6: Creative Strategy: Planning and Development
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Sample Questions
Q1) All Nippon Airways (ANA)is the largest airline in the Far East.Its ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest Far Eastern cuisine.If comfort and fine food is important to you when you travel,then you should think of ANA next time you are booking a flight to Asia.This development of a strong,memorable identity for ANA is an example of:
A)a universal selling proposition.
B)image advertising.
C)an animatic.
D)attribute-based positioning.
E)refutational appeal.
Q2) According to James Webb Young,a former creative vice president at the J.Walter Thompson agency,the production of creative advertising ideas:
A)is a random process that cannot be taught.
B)does not follow a definitive plan.
C)cannot be learned and controlled.
D)is a definitive process that can be learned and controlled.
E)has as many different routes as there are different forms of creativity.
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Page 8
Chapter 7: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Advertisements that create feelings,meanings,images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.
A)rational
B)transformational
C)nostalgic
D)affective
E)informational
Q2) Advertisers create emotional advertising appeals by using:
A)comparative advertisements.
B)feature appeals.
C)transformational advertising.
D)news appeals.
E)popularity appeals.
Q3) Transformational advertising can differentiate a product or service by:
A)convincing a consumer of the superior performance of a brand.
B)making the consumption experience more meaningful,exciting and enjoyable.
C)making a consumption experience last longer.
D)showing performance superiority of one brand over another.
E)proving brand superiority.
Page 9
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Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) _____ refers to the potential audience that might receive the message through a vehicle.
A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure
Q2) _____ of the medium or vehicle is the actual total cost required to place the message.
A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)
Q3) A measure of potential reach in the broadcast industry is the TV or ____.
A)Radio sweeps periods
B)Radio frequency
C)Radio index numbers
D)Radio duplicated reach
E)Radio program rating
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Chapter 9: Evaluation of Media: Television and Radio
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Sample Questions
Q1) Which of the following is a disadvantage of syndication?
A)The audience for syndicated shows is often older and more rural.
B)Syndicated shows offer no advantages to national advertisers.
C)Syndicated shows are often more expensive than network shows.
D)Syndicated shows reach a limited audience and generate limited ad revenue.
E)Syndicated shows do not benefit local television stations.
Q2) The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.
A)absolute cost
B)reach and frequency
C)inherent drama
D)audience selectivity
E)spectaculars
Q3) Which of the following is true about zapping?
A)Older adults engage in commercial zapping more often than teens.
B)Women are more likely to zap commercials than men.
C)Young adult females zap more than young adult males.
D)Young adult males are the most likely to zap commercials than older adults.
E)Older women are more likely to zap commercials than younger women.
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Page 11
Chapter 10: Evaluation of Print Media
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Q1) Modern Maturity,Playboy,and Seventeen are all magazines that offer advertisers _____ selectivity.
A)demographic
B)geographic
C)lifestyle
D)affective
E)behavioral
Q2) When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristics of a newspaper made this possible for CompuServe?
A)Extensive penetration
B)Selectivity
C)Flexibility
D)Permanence
E)Reader involvement
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12
Chapter 11: Support Media
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Q1) Aisle displays,store leaflets,shopping cart signage,and in-store TV are examples of _____ media.
A)aerial
B)transit
C)mobile
D)in-store
E)interactive television
Q2) A major reason for the continued success of outdoor advertising is:
A)ability to communicate complex messages.
B)low cost.
C)elimination of waste coverage.
D)innovation through technology.
E)ability to provide extremely accurate measures of the medium's reach.
Q3) Another name for alternative media is:
A)functional communications.
B)nontraditional media.
C)techno media.
D)responsive media.
E)nonstructured communications.
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Page 13
Chapter 12: Direct Marketing
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Sample Questions
Q1) Keys to the success of direct mail are the mailing lists.
A)True
B)False
Q2) The announcer on the television commercial said,"Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach.
A)two-step B)group
C)one - to - one
D)one-step
E)three-step
Q3) One of the main concerns relating to database marketing is:
A)its similarity with customer relationship management.
B)the invasion of privacy.
C)the high actual cost per thousand.
D)lack of selectivity.
E)waste coverage.
Q4) Direct marketing is a form of advertising.
A)True
B)False
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Chapter 13: The Internet and Interactive Media
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Sample Questions
Q1) Advertisers which target consumers based on the website-surfing patterns are using:
A)behavioral targeting.
B)advertising allowance analysis.
C)rich media marketing.
D)video substitution selection.
E)contextual advertising.
Q2) When major corporations first began to conduct business on the Internet,they put up websites primarily for creating a strong brand image.
A)True
B)False
Q3) Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.
A)True
B)False
Q4) Web sites do not serve as powerful tools for developing a brand image,sampling,loyalty,and even generating sales.
A)True
B)False
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Chapter 14: Sales Promotion
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Sample Questions
Q1) The oldest,most widely used,and most effective sales promotion tool is:
A)cents-off coupons.
B)sampling.
C)rebates.
D)event sponsorship. E)bonus packs.
Q2) Why have frequency programs become so popular with marketers?
A)Frequency programs support the goal of customer retention.
B)Frequency programs are especially effective when used for a new product introduction.
C)Frequency programs are a type of sweepstakes that generate a great deal of consumer interest.
D)Frequency programs allow marketers to set cookies so they can track consumers' activities.
E)Frequency programs are a promotional form of brand extension strategies.
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) Which of the following best reflects an example of corporate advertising?
A)Revlon's use of the actress that plays Buffy,the vampire slayer,as a spokesperson.
B)Toyota promoting its concern for the environment.
C)Titleist golf equipment signing of golfer Tiger Woods as a spokesperson.
D)M&M conducting a contest to determine the new color for M&M candies.
E)Haven Funeral Home giving out free calendars to all of its regular customers.
Q2) In public relations targeting,external audiences include:
A)customers.
B)the public at large.
C)suppliers.
D)stockholders.
E)employees.
Q3) Publicity is a short-term strategy.
A)True
B)False
Q4) Public relations efforts are often targeted to more than one group of individuals. A)True
B)False
17
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) One of the primary benefits inherent in using tracking studies to measure ad effectiveness is:
A)high level of efficiency.
B)low cost.
C)the ability to tailor the measures to each campaign or situation.
D)its timeliness.
E)the speed with which results can be gathered and tabulated.
Q2) Laboratory tests make use of pupil dilation,eye tracking,or galvanic skin response.
A)True
B)False
Q3) Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low ____.
A)control;realism
B)external validity;internal validity
C)control;costs
D)generalization;costs
E)costs;value
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Page 18
Chapter 17: International Advertising and Promotion
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Sample Questions
Q1) Which of the following statements about international sales promotions is true?
A)Because product sampling is so closely regulated,sampling is not effective outside the U.S.
B)Event sponsorship is ineffective because of an absence of media needed to publicize the event.
C)In many less developed countries,spending on sales promotions often exceeds media spending on television,radio and in print ads.
D)Sales promotions must be done on a global basis for legal reasons.
E)The economic environment does not influence the use or choice of sales promotions.
Q2) _____ variables marketers must consider include language,customs,tastes,attitudes,lifestyles,values,and ethical/moral standards.
A)Demographic
B)Economic
C)Political
D)Cultural
E)Legal
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Chapter 18: Regulation of Advertising and Promotion
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Q1) ____,as defined by the First Amendment to the U.S.Constitution,is the most basic federal law governing advertising in the United States.
A)Freedom of using any media vehicle
B)Freedom to advertise
C)Freedom to stop the airing of any advertisement
D)Freedom of speech
E)Freedom of press
Q2) The _____ gave the Federal Trade Commission the power to establish trade regulation rules.
A)Magnuson-Moss Act of 1975
B)FTC Act
C)Wheeler-Lea Amendment
D)Sherman Antitrust Act
E)Trade Regulation Act
Q3) Cease-and-desist orders:
A)are used to regulate public service announcements.
B)require an advertiser to run comparative advertisement.
C)are issued by the Federal Trade Commission.
D)were made legally binding by the Robinson-Patman Act.
E)are issued by the National Association of Attorneys General.
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Q1) The _____ has been running a campaign for several years to convince consumers around the world of the economic value of advertising.
A)Advertising Research Foundation
B)International Imaging Industry Association
C)International Association of Broadcasting Manufacturers
D)Outdoor Advertising Association of America
E)International Advertising Association
Q2) Asian-Americans are:
A)not generally targeted by ad campaigns.
B)overrepresented in advertisements in terms of their proportion in the U.S.
C)portrayed in ads as a subculture that values fun over work.
D)less likely than any other minority group to appear in U.S.ads.
E)more likely to appear in major roles rather than background roles.
Q3) _____ are moral principles and values that govern the actions and decisions of an individual or group.
A)Regulations
B)Guidelines
C)Policies
D)Ethics
E)Norms
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Chapter 20: Personal Selling Online
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Q1) Which of the following stages in the selling process is typically characterized by cross selling?
A)Follow up
B)Closing
C)Problem-solving
D)Objection-handling
E)Need-recognition
Q2) A monopolistic market is most likely associated with the _____ stage in the evolution of selling.
A)procreator
B)prospector
C)persuader
D)problem-solver
E)provider
Q3) Asking for an order is associated with the _____ stage in selling.
A)feedback
B)objection handling
C)need determination
D)pre-approach
E)close
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