Integrated Marketing Communications
Pre-Test Questions
Course Introduction
Integrated Marketing Communications explores the strategic process of coordinating various promotional tools and marketing efforts to deliver a unified and consistent message across multiple channels. This course examines the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to achieve organizational objectives and create a seamless consumer experience. Students will learn how to plan, execute, and evaluate communication strategies that enhance brand value, foster customer engagement, and achieve measurable business outcomes in an increasingly complex and digital marketing environment.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 4th Edition by Kenneth E. Clow
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15 Chapters
3172 Verified Questions
3172 Flashcards
Source URL: https://quizplus.com/study-set/992
Page 2
Chapter 1: Integrated Marketing Communications
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138 Verified Questions
138 Flashcards
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Sample Questions
Q1) The budget preparation stage of a marketing analysis focuses on finding company strengths and weaknesses and environmental opportunities and threats.
A)True
B)False
Answer: False
Q2) Predicting purchasing behavior of customers is more accurate today because of:
A) increased use of credit cards
B) the UPC bar coding system and point-of-purchase systems
C) the shift of power to retailers and consumers
D) the ability of advertisers to accurately measure how many people watch or see advertisements
Answer: B
Q3) Buying online from Amazon.com rather than a record store is an example of:
A) a power shift to the consumer
B) a power shift to the producer
C) decline in the effectiveness of mass media
D) a new form of wholesaling
Answer: A
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3
Chapter 2: Corporate Image and Brand Management
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Distinguishing a product from its competitors based on who uses it is a positioning strategy based on:
A) product user
B) product class
C) use or application
D) competitors
Answer: A
Q2) A brand extension is the use of a new brand name to identify an old product.
A)True
B)False
Answer: False
Q3) Although brand equity can be measured using various metrics,CEOs and other corporate leaders often want real,hard numbers.
A)True
B)False
Answer: True
Q4) The goal of branding is to set a product apart from its competitors.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Buyer Behaviors
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243 Verified Questions
243 Flashcards
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Sample Questions
Q1) Various members of a buying center will have different degrees of cognitive involvement,depending on which role is being played.
A)True
B)False
Answer: True
Q2) In terms of personality,an introvert is likely to display each of the following characteristics within the buying center,except:
A) spend less time talking within the buying center
B) become more involved in the buying process
C) will not ask important questions because of timidity
D) will listen carefully to others in the group
Answer: B
Q3) An evoked set does not contain:
A) brands a person considers
B) brands linked to a positive experience
C) brands which have been previously purchased
D) brands the consumer knows little about
Answer: D
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5
Chapter 4: Promotions Opportunity Analysis
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228 Verified Questions
228 Flashcards
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Sample Questions
Q1) A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.
A)True
B)False
Q2) In using the payout planning method of developing a marketing communications budget,the marketing budget would be reduced:
A) at the product's introduction, then increased when brand acceptance occurs
B) after the brand gains market acceptance
C) when the brand reaches the point at which additional dollars invested in communications yields diminishing returns
D) when the market becomes saturated
Q3) Benchmark measures are often used to study whether or not a promotional campaign has been successful.
A)True
B)False
Q4) Decay effects occur when a company's advertisements have become old or boring.
A)True
B)False
Q5) What are the characteristics of a viable market segment?
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Chapter 5: Advertising Management
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220 Verified Questions
220 Flashcards
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Sample Questions
Q1) During the product-specific research phase of advertising planning and research,an agency asks consumers if there are any problems or difficulties with the product.
A)True
B)False
Q2) By reviewing the communication market analysis,the advertising agency can understand where best to focus the advertising and promotional efforts.
A)True
B)False
Q3) Which product is most likely to include a disclaimer warranty?
A) medicine
B) shirt
C) hammer
D) scotch tape
Q4) The request for a creative pitch would occur after the list of candidate agencies is reduced to only two or three agencies.
A)True
B)False
Q5) Name the steps of advertising campaign management.
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Chapter 6: Advertising Design-Theoretical Frameworks and Types of Appeals
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.
A)True
B)False
Q2) In a fear appeal,showing the potential for a devastating injury when seat belts are not used is an example of:
A) cognition
B) severity
C) vulnerability
D) self-efficacy
Q3) If a radio conjures images that consumers can see clearly in their minds,the effect may be greater than seeing an actual visual portrayal.
A)True
B)False
Q4) Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.
A)True
B)False
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Chapter 7: Advertising Design-Message Strategies and
Executional Frameworks
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252 Verified Questions
252 Flashcards
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Sample Questions
Q1) The presentation of rational arguments or pieces of information to consumers is which form of message strategy?
A) cognitive
B) affective
C) conative
D) basic
Q2) In terms of executional frameworks,a dramatization is similar to,but a more powerful form of story than which execution?
A) animation
B) slice-of-life
C) fantasy
D) authoritative
Q3) Ads using an informative executional framework are best suited for:
A) conative message strategies
B) high involvement purchase decisions
C) slice-of-life executions
D) brand image message strategies
Q4) What are the advantages and disadvantages of comparative ads?
Q5) What are the principles of effective advertising?
Q6) Name the five major forms of cognitive strategies. Page 9
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Page 10
Chapter 8: Traditional Media Channels
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229 Verified Questions
229 Flashcards
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Sample Questions
Q1) An advertising analysis is a comprehensive review of a company's fundamental marketing program.
A)True
B)False
Q2) Identify the components of the media plan.
Q3) Which individual decided S.O.S Shop Pads should be advertised in magazines,because of the characteristics of the women who buy and use them?
A) the creative
B) the media planner
C) the media buyer
D) the client
Q4) The following are advantages of using radio,except:
A) low production costs
B) flexibility
C) long exposure time
D) intimacy
Q5) Nielsen ratings are used to establish rates for television advertisements.
A)True
B)False
Q6) What are the primary benefits of television advertising? The primary problems?
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Chapter 9: E-active Marketing
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199 Verified Questions
199 Flashcards
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Sample Questions
Q1) What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the Internet?
Q2) Online advertising involves the following categories,except:
A) targeted ads
B) banner ads
C) classified ads
D) search ads
Q3) What is search engine optimization and how is it achieved?
Q4) The e-commerce component most directly affected by security concerns is:
A) interstitial advertising
B) the catalog
C) the shopping cart
D) payment programs
Q5) If a company has a print catalog,it is important for the Web catalog to match the print catalog.
A)True
B)False
Q6) What are the components of an e-commerce Web site?
Q7) Discuss the impact of blogs and online social networks on companies and how companies should respond?
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Chapter 10: Alternative Marketing
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187 Verified Questions
187 Flashcards
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Sample Questions
Q1) The Internet is beginning to suffer from increasing advertising clutter.
A)True
B)False
Q2) Buzz marketing can be compared to a virus.The inoculation stage:
A) involves the product being adopted by the early majority
B) involves the product being used by a few innovators or trendsetters
C) corresponds to the product being introduced D) involves widespread use of the product
Q3) Discuss the factors that are necessary for effective POP displays.
Q4) Budgets for product placements and branded entertainment have increased for the following reasons,except:
A) a brand's appeal is stronger when it is shown in a nonadvertising context
B) the perception of what others think of a brand is important to consumers
C) seeing brands used in movies and television shows intensifies the desire to purchase the brand
D) seeing the brand used by other people provides postpurchase reassurance for individuals who have already purchased the brand
Q5) What is a branded community and how can a company enhance a community spirit among its owners.
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Chapter 11: Database and Direct Response Marketing
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195 Verified Questions
195 Flashcards
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Sample Questions
Q1) The Internet and e-mail provide excellent,cost-effective channels of communication to build long-term relationships with customers.
A)True
B)False
Q2) The primary reason for building a database,coding the information,and mining the data is to use the output to:
A) develop marketing programs customized for each customer
B) place customers into segments for the purpose of data-driven marketing programs
C) customize marketing programs to fit each market segment's profile
D) establish one-on-one communications with each customer
Q3) A card pack is:
A) telemarketing to a stack of cards containing prospects
B) direct-marketing materials placed in mail-order fulfillment packages
C) direct marketing materials containing business reply cards in a plastic pack
D) a form of ride-along program
Q4) Retaining current customers is more expensive than gaining new customers.
A)True
B)False
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14
Chapter 12: Sales Promotions
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286 Verified Questions
286 Flashcards
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Sample Questions
Q1) Coupons issued following requests by a consumers are called scanner-delivered coupons.
A)True
B)False
Q2) Offering Coke on sale one week,Pepsi the next week,and 7UP the following week can be planned out using a calendar promotion program.
A)True
B)False
Q3) Forward-buying is purchasing extra inventory while it is on-deal so it can be sold later when it is off-deal.
A)True
B)False
Q4) How can a company build a successful premium program?
Q5) Refunds and rebates are cash returns offered to consumers or businesses following the purchase of a product.
A)True
B)False
Q6) Name and describe the five categories of buyers who attend trade shows.
Q7) What are the four major types of premiums?
Page 15
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Chapter 13: Public Relations and Sponsorship Programs
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178 Verified Questions
178 Flashcards
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Sample Questions
Q1) In dealing with a negative situation,if company leaders provide information designed to convince others that the company was not responsible for the negative situation,the company is using excuses as a form of impression management.
A)True
B)False
Q2) An apology strategy is part of:
A) impression management
B) defense of innocence
C) crisis management
D) justification
Q3) When tires on new Ford vehicles were blowing out prematurely,Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem.He stated is was not Ford's fault.Nasser was using which strategy?
A) expression of innocence
B) excuses
C) apology
D) justifications
Q4) Who are the major internal stakeholders for a public relations department to consider?
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Chapter 14: Regulations and Ethical Concerns
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194 Verified Questions
194 Flashcards
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Sample Questions
Q1) In terms of ethical frameworks for reasoning,a method of decision making based on treating all people fairly and consistently is:
A) utilitarianism
B) individualism
C) the justice approach
D) the rights approach
Q2) In terms of substantiation,if an advertiser uses expert endorsements,then statements in the advertisement must be based on:
A) legitimate tests performed by experts in the field
B) the opinion of "typical persons" who would use the product
C) truthful statements that represent the experts personal experience
D) lab or engineering tests
Q3) The Council of Better Business Bureaus is an industry regulatory resource that is available to consumers,but not businesses.Businesses must use the FTC to file complaints.
A)True
B)False
Q4) Explain the difference between deception and puffery.
Q5) Identify and describe the three classic models of social responsibility.
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Chapter 15: Evaluating an Integrated Marketing Program
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) Attitude and opinion studies may be used to evaluate sales promotion devices,such as direct mail pieces.
A)True
B)False
Q2) In terms of copytesting,all of the following criticisms have recently been voiced,except:
A) copytests stifle creativity that is needed to produce ads that stand out
B) copytests favor emotional approaches in advertising
C) copytests tend to lead to ads about product benefits that are believable and understandable to a focus group
D) members of focus groups know little about creativity and are not legitimate judges of creative advertising
Q3) A storyboard is used to outline the structure of:
A) a radio ad
B) a television ad
C) an Internet ad
D) print ads
Q4) What behavioral measures of advertising effectiveness are possible?
Q5) What makes measuring the effectiveness of advertisements more problematic?
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