Marketing Communications
Exam Materials
Course Introduction
Marketing Communications explores the strategic process of planning, executing, and evaluating a wide range of communication tools and channels used by organizations to reach, engage, and influence their target audiences. This course covers the integration of advertising, public relations, direct marketing, sales promotion, digital media, and personal selling into a cohesive communications plan, emphasizing how these elements work together to build brand awareness, shape consumer perceptions, and drive customer behavior. Students will learn to identify communication objectives, craft compelling messages, and effectively allocate resources across different media platforms, with a focus on contemporary trends, ethical considerations, and the measurement of campaign effectiveness in a global marketplace.
Recommended Textbook
Advertising and Promotion An Integrated Marketing 5th Edition by George Belch
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Page 2
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) Which of the following is the BEST example of a marketing exchange?
A) Vianna gave Myron a menu, and he placed his food order.
B) Jayson helped Tiffany replace a light bulb in her porch fixture.
C) Tyron and Gwen gave their daughter a necklace for her birthday.
D) For mowing her yard, Mrs. Dudley gave Ike a chocolate cake.
Answer: D
Q2) Which of these is NOT a reason why marketers use advertising?
A) To set an appropriate price across various channels
B) To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult
C) To create symbolic appeals for a company or brand
D) To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience
Answer: A
Q3) A marketing plan usually includes:
A) a corporate mission statement
B) a media schedule
C) a detailed situation analysis
D) sales and market forecasts
Answer: D
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Chapter 2: Organizing for IMC: Role of Agencies
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Sample Questions
Q1) A major reason why some companies choose to use an in-house agency is to:
A) maintain creative freshness
B) reduce advertising and promotions costs
C) better understand how advertising works
D) win advertising awards that will enhance the image of their brands
Answer: B
Q2) The ________ department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency.
A) traffic
B) media
C) production
D) product management
Answer: B
Q3) Creative boutiques are agencies that:
A) limit their client service to creative planning and execution
B) have resulted from advertisers wanting to save money in buying media space
C) can perform the same functions as full-service agencies for their clients
D) are used only when research is not important to marketing success
Answer: A
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Chapter 3: Consumer Behaviour and Target Audience
Decisions
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Sample Questions
Q1) Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:
A) routine response behaviour
B) limited problem solving
C) extended problem solving
D) cognitive learning
Answer: A
Q2) Perception is an important consideration for ad creation.Obsession perfume used scent strips in its ads and a caterer mailed free samples to potential clients to influence _____ and to increase the probability that the ad will be noticed.
A) the level of sensory input
B) consumer personality
C) perception retrieval
D) subliminal perception
Answer: A
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Page 5
Chapter 4: Communication Response Models
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Sample Questions
Q1) According to a comprehensive literature review,what are the three critical intermediate effects between advertising and purchase in the consumers' response process?
A) Awareness, affect, comprehension
B) Cognition, affect, experience
C) Cognition, preference, retention
D) Attention, preference, retention
Q2) According to the elaboration likelihood model (ELM),a receiver lacks the ability or motivation to process information under the _____ route to persuasion.
A) central
B) peripheral
C) cognitive
D) affective
Q3) 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) online television broadcasts, radio, newspapers, and magazines
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6
Chapter 5: Objectives for the IMC Plan
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Sample Questions
Q1) Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires.Their primary communication objective most likely is:
A) to increase repeat purchases from brand loyals
B) to persuade new car owners that they bought the wrong tires
C) to convince other brand users about Michelin's superior safety performance to ensure that their next purchase is a set of Michelin tires
D) to convince non-drivers to buy a car and put Michelin tires on it
Q2) One characteristic of good objectives is that they:
A) can only be measured at the beginning of the campaign.
B) specify a method and criteria for determining how well the promotional program is working.
C) create memorable advertising.
D) create awareness for the company.
Q3) Which of the following is at the top of the communication effects pyramid?
A) Awareness
B) Knowledge
C) Preference
D) Purchase/repurchase
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Page 7
Chapter 6: Brand Positioning Strategy Decisions
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Sample Questions
Q1) The need to reposition a brand comes from the analysis of each of the following EXCEPT:
A) demographic changes
B) competitive dynamics
C) management structure
D) stage in the product's life cycle
Q2) A(n)_____ positioning strategy occurs where the individual is motivated for social or individual reasons,and the ads emphasize how good the consumer feels while using the brand.
A) end benefit
B) central brand
C) user
D) product category
Q3) Which of the following is NOT one of the ways that marketers use the multiattribute model to persuade attitudes of target audiences regarding brand characteristics?
A) Influence attribute beliefs
B) Influence attribute importance
C) Influence attribute belief of a competitive brand
D) Influence brand functionality
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Page 8
Chapter 7: Creative Strategy Decisions
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Sample Questions
Q1) The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:
A) a mild fear appeal
B) an irrational appeal
C) comparative advertising
D) a refutational appeal
Q2) Judy,the creative director for YTT ad agency,is observing a focus group for four-wheel drive SUVs.She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer.
A) general preplanning input
B) secondary internal data
C) product specific preplanning input
D) illumination research
Q3) The product's ________ says to the consumer,"Buy this product and you will get this benefit."
A) brand equity
B) unique selling proposition
C) copy platform
D) jingle
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Page 9
Chapter 8: Creative Tactics Decisions
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Sample Questions
Q1) The function of music in a commercial is to do all of the following EXCEPT:
A) provide a pleasant background for the message
B) create a mood state that will make consumers more receptive to the message
C) help establish or communicate a key selling point
D) showcase a famous music artist
Q2) A recent trend among major advertisers is to have _____ do the voiceovers for their commercials.
A) singing groups
B) celebrities with distinctive voices
C) everyday people
D) people with accents
Q3) Timberland Co.sells all-weather gear.For its advertising,it has developed an imaginary place called Timber Land,which is a utopian setting of extraordinary landscapes and crystal-clear water.Its ads use a(n)_____ execution style to get the audience to envision themselves in Timber Land.
A) imagery
B) demonstration
C) slice-of-life
D) animation
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Page 10
Chapter 9: Measuring the Effectiveness of the Promotional Message
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Sample Questions
Q1) Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade?
A) Starch recognition method
B) comprehension and reaction tests
C) day-after recall
D) portfolio tests
Q2) Which one of the following statements about the Starch test is NOT true?
A) The pulling power of various aspects of an ad can be assessed.
B) The effectiveness of competitors' ads cannot be compared.
C) Readership scores are a useful indication of consumers' involvement in the ad.
D) The Starch test is a posttest.
Q3) Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets.This is called:
A) readability tests
B) on-air tests
C) concept tests
D) tracking
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Page 11
Chapter 10: Media Planning and Budgeting for IMC
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Sample Questions
Q1) Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?
A) When they are targeting a small number of customers or potential customers
B) When the audience is fragmented
C) In a high-involvement purchase situation
D) When media coverage reaches people who are not potential buyers or current users
Q2) Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.
A) Frequency; CPM
B) Reach; frequency
C) Reach; GRPs
D) Frequency; reach
Q3) The Globe & Mail,Maclean's,and The National Post are all examples of:
A) media strategies
B) distribution channels
C) media vehicles
D) communications decoders
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Chapter 11: Broadcast Media
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Sample Questions
Q1) Why do advertisers use the image transfer process in radio advertising?
A) to take advantage of vivid musical messages to create images in the mind of radio listeners
B) to make radio and TV commercials work together
C) to transfer the image created by a radio commercial to the point-of purchase
D) to create brand loyalty through the use of multi-sensory imaging
Q2) Research has shown that the demographic group that engages in the highest level of commercial zapping is:
A) older adults
B) preteens
C) young adult females
D) young adult males
Q3) Radio is a very effective medium for reaching all of the following EXCEPT:
A) teenagers and university students
B) non-English-speaking ethnic groups
C) infrequent television viewers
D) frequent readers of magazines and newspapers
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Chapter 12: Print Media
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Sample Questions
Q1) The ____ is a market outside of a city whose residents regularly do business within the city.
A) city zone
B) retail trading zone
C) designated market area
D) MSA
Q2) Which of the following is a disadvantage associated with advertising in magazines?
A) Lack of permanence
B) Lack of prestige
C) Lack of consumer receptivity to ads
D) Limited reach and frequency
Q3) Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:
A) magazines like Toronto Life and Vancouver Magazine
B) special-interest farm publications
C) trade publications
D) international editions of magazines only
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Page 14
Chapter 13: Out-Of-Home and Support Media
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Sample Questions
Q1) Which of the following is NOT an advantage of movie theatre advertising?
A) high costs
B) high involvement
C) high recall
D) captive audience
Q2) Advertisers can be confident that out-of-home media reach a substantial portion of the population while they are planning to or actually shopping,because OMAC studies showed:
A) Consumers commute to work for an average of 65 minutes per day.
B) More than 50 percent of people shop on their way to work or home.
C) Many urban workers use a car to get to work.
D) The average person spends 55 percent of their day out of the home.
Q3) People tend to speed past outdoor ads,so the most effective messages will be limited to an impactful visual and a few words.This is a function of:
A) Limited selectivity.
B) Short processing time.
C) High cost per impression.
D) Executional limitations of outdoor advertising.
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15
Chapter 14: Sales Promotion
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Sample Questions
Q1) _____ is a practice used by some retailers and wholesalers whereby they take advantage of a promotional deal and then sell some of the product purchased at the low price to another store outside of its area or a middleman who will resell the products.
A) Forward buying
B) Diverting
C) Everyday low pricing
D) Discount trading
Q2) All the following are advantages associated with the use of trade allowances EXCEPT:
A) provide brands that sell in retail stores the opportunity to have specialized displays to feature their product.
B) strengthen the brand image.
C) permit a brand to obtain prominent place where high traffic occurs.
D) ensure greater in-store exposure.
Q3) Advertising implemented by retailers and paid for by a manufacturer is called:
A) joint sales promotions
B) horizontal cooperative advertising
C) vertical cooperative advertising
D) joint trade promotions
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Page 16
Chapter 15: Public Relations
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Sample Questions
Q1) Marketing public relations (MPR)are activities designed to support marketing objectives in all of the following ways EXCEPT:
A) building marketplace excitement
B) creating news about a new advertising campaign
C) incentivizing immediate product sales
D) defending products at risk with a message of reassurance
Q2) Public relations often attempts to influence government bodies directly at both local and national levels.This is called ____.
A) politicking
B) flighting
C) lobbying
D) filibustering
Q3) In public relations,internal audiences include all of the following EXCEPT:
A) the public at large
B) suppliers
C) customers
D) stockholders
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Page 17
Chapter 16: Direct Marketing
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Sample Questions
Q1) To segment and target their audiences,direct marketers use a _______,a listing of customers and/or potential customers.
A) catalogue
B) database
C) CRM
D) cross/sell technique
Q2) Direct marketing lets the advertiser reach a large number of people and reduces or eliminates waste coverage through its strength of:
A) frequency.
B) flexibility.
C) segmentation capabilities.
D) target audience coverage.
Q3) Disadvantages inherent in the use of direct marketing include:
A) difficulty in obtaining effectiveness measurements
B) audience exerts control for selective exposure
C) lack of flexibility
D) difficulty in acquiring TV time
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Page 18
Chapter 17: Internet Media
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Sample Questions
Q1) Rating products,joining a brand's social network page,and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA).
A) consuming
B) contributing
C) critiquing
D) creating
Q2) The Internet may not be the optimal medium for awareness in many situations due to its limited _____.
A) recall
B) branding
C) frequency
D) reach
Q3) While Annie waited for the Mendocino apparel site to download,a small ad encouraging her to check out the summer clothes at the Hudson's Bay website appeared on her computer screen.The Hudson's Bay ad is an example of:
A) content sponsorship
B) an interstitial
C) push technology
D) a pop-up
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Page 19
Chapter 18: Regulatory, Ethical, Social, and Economic Issues
for Imc
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Sample Questions
Q1) The consumer socialization process:
A) refers to how consumers satisfy their need to belong
B) explains why consumers will never completely abandon department store shopping for Internet shopping
C) is the acquiring of skills needed to function in the marketplace
D) explains how marketers engage in relationship marketing
Q2) Many economists argue that advertising can have a detrimental effect on competition by:
A) creating barriers to entry that results in less competition and higher prices
B) allowing unfair comparative advertising
C) minimizing the importance of pricing and distribution strategy
D) lessening the importance of good budgeting strategies
Q3) According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:
A) is a major determinant of society's taste and values
B) is merely a reflection of society's tastes and values
C) is solely accountable for the increase in materialism due to its nature and power
D) cannot create needs but only exploit existing ones
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