Integrated Marketing Communications
Exam Solutions
Course Introduction
Integrated Marketing Communications (IMC) explores the strategic coordination of various promotional tools and channels to deliver a clear, consistent, and compelling message about an organization and its products. The course covers the integration of advertising, personal selling, sales promotion, public relations, direct marketing, and digital media to achieve cohesive brand communication. Students will learn to develop, execute, and evaluate IMC campaigns, analyze consumer behavior and market trends, and measure the impact of communications strategies to optimize organizational objectives and build lasting customer relationships.
Recommended Textbook
Social Media Marketing 3rd Edition by Tracy L. Tuten
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11 Chapters
786 Verified Questions
786 Flashcards
Source URL: https://quizplus.com/study-set/2058
Page 2
Chapter 1: The Social Media Environment
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Which of the following represents the three channels in the social community zone?
A)Social networking sites,message boards and forums,and wikis.
B)Microsharing sites,media sharing sites,and news sites.
C)Social games and gaming sites,socially enabled console games,and alternate reality games.
D)Reviews and ratings,deal sites and deal aggregators,and social storefronts.
E)The internet,social software,and social media users.
Answer: A
Q2) Email,surface mail,telephone,and face-to-face conversations are examples of which type of media?
A)Bulk media.
B)Personal media.
C)Mass media.
D)Social media.
E)Individual media.
Answer: B
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3
Chapter 2: Social Consumers
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68 Verified Questions
68 Flashcards
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Sample Questions
Q1) According to Forrester's Social Technographics Model a ______ score gauges whether social media will be useful to build customer relationships.
A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.
Answer: E
Q2) One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.
Answer: D
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Chapter 3: Network Structure and Group Influences in Social Media
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) Which of the following completes the statement,'______ is based on the shared beliefs,relationships,and actions of those in the community such that norms,behaviors,and values held and shared by individuals ultimately support a community reputation.'?
A)Social capital.
B)Social currency.
C)Reputational capital.
D)Reputational currency.
E)None of these.
Answer: C
Q2) Which of the following suggests that social networks will be more effective if there is a way to activate relationships among people and objects?
A)Media democratization.
B)Vertical network.
C)Social object theory.
D)Two-step flow model of influence.
E)Small-world network.
Answer: C
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Chapter 4: Social Media Marketing Strategy
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74 Verified Questions
74 Flashcards
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Sample Questions
Q1) Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan?
A)Strategic plan.
B)Marcom plan.
C)Marketing plan.
D)Integrated marketing communications plan.
E)Both B and D.
Q2) The trial phase of the social media marketing maturity life cycle is exemplified by which of the following?
A)Experimenting with cool new social media ways to communicate.
B)Planning social media marketing activities with clear objectives and metrics.
C)Integrating social media as a key component of the organization's overall marketing plan.
D)Thinking about social media activities in a more systematic way.
E)None of these.
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6
Chapter 5: Tactical Planning Execution
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60 Flashcards
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Sample Questions
Q1) What is the most commonly used format for a content calendar?
A)Slide presentation.
B)Spreadsheet.
C)Formal report.
D)Request for proposal.
E)None of these.
Q2) Which of the following would be included in an editorial calendar?
A)Schedule for publication.
B)Identification of relevant topics.
C)Publication venues.
D)Types of content.
E)All of these.
Q3) Which of the following best completes the statement,'Studies on the effectiveness of posting schedules suggest that the fewer high-value content posts be used for ______,and that more brief,conversational posts be used for ______.'?
A)Blogs & social network sites,video channels.
B)Social network sites,blogs & video channels.
C)Blogs & video channels,social network sites.
D)Video channels,social network sites & blogs.
E)None of these.
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Chapter 6: Social Community
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Sample Questions
Q1) Which of the following completes the sentence,'A ______ is a fictional persona with a distinct personality created to represent a brand.'?
A)Spokesperson.
B)Brand actor.
C)Brand representative.
D)Brand mascot.
E)None of these.
Q2) Which of the following is one way to seed content using the network and refers to newsfeed stories of brand interactions?
A)Derivative branded content.
B)Social engagement ad.
C)Rich media.
D)Display ads.
E)Directed communications.
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Page 8
Chapter 7: Social Publishing
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74 Verified Questions
74 Flashcards
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Sample Questions
Q1) Which of the following completes the sentence,'______ links are not paid for but are based on the search engine's model for delivering relevant search results'?
A)Counterfeit.
B)Three-way.
C)Organic.
D)Dynamic.
E)Sponsored.
Q2) What is the main difference between a blog and a microblog?
A)Blogs share stories and microblogs share headlines.
B)Blogs are made of short bursts of text and microblogs are made of long entries.
C)Blogs share headlines and microblogs share stories.
D)Blogs and microblogs are the same.
E)Blogs are only made up of stories and microblogs are only made up of 'how-to's'.
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9
Chapter 8: Social Entertainment
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72 Flashcards
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Sample Questions
Q1) What type of game attempts to depict real world situations as accurately as possible?
A)Simulation games.
B)Action games.
C)Role-playing games.
D)Strategy games.
E)None of these.
Q2) Although an ARG benefits from a sponsor's deep pockets,many of the games do not identify who is behind the effort.Instead,players play until the mystery is solved (or the sponsorship is inadvertently discovered and leaked to the community)and the brand sponsor is revealed.What type of ARG does this describe?
A)Secret ARGs.
B)Massively multiplayer ARGs.
C)Dark RPGs.
D)Dark play ARGs.
E)None of these.
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Chapter 9: Social Commerce
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75 Flashcards
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Sample Questions
Q1) The social commerce approach characteristic of transparency is best defined by which of the following?
A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.
Q2) Which of the following refers to a shopping companion who may help a consumer think through alternatives,make decisions,and validate purchasing choices?
A)Personal shopper.
B)Brand representative.
C)Purchase pal.
D)Social shopper.
E)None of these.
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11
Chapter 10: Social Media Analytics
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Sample Questions
Q1) The social media monitoring process answers which of the following questions?
A)How many times was the search term found?
B)When was the search term found?
C)Where was the search term found?
D)Who mentioned the search term?
E)All of these.
Q2) When Pepsi buys information on its competitors from a syndicated source for a SWOT analysis,it is conducting which of the following types of research?
A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.
Q3) Secondary data collection is most likely done through which of the following?
A)An interview.
B)A focus group.
C)A survey.
D)An experiment.
E)A database search.
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Page 12
Chapter 11: Social Media Metrics
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Which of the following is one of the most important design elements for paid advertising in SNSs and can make a huge difference in ROI?
A)Initial clickthroughs.
B)AEV.
C)Call to action.
D)A/B testing.
E)None of these.
Q2) The cost of software and hosting in the BVI equation is which of the following?
A)Substantially high.
B)Assumed to be zero.
C)Typically greater than the employee hourly wage of the blogger.
D)Typically a bit less than the employee hourly wage of the blogger.
E)Added on to the final BVI calculation.
Q3) Which of the following is true of the term 'dark social'?
A)It refers to web traffic that comes from outside sources that web analytics are not able to track.
B)Most social content is shared via dark social channels.
C)Most social traffic is visible to analytics programs.
D)A & B only.
E)All of these.
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