Marketing Communications Exam Practice Tests
Course Introduction
Marketing Communications explores the strategic role of communication in marketing, emphasizing how organizations create, deliver, and manage messages to promote products, services, and brands. The course covers key concepts such as integrated marketing communications (IMC), advertising, public relations, sales promotion, direct marketing, and digital communications. Students will examine the development of effective communication campaigns, audience analysis, media selection, and the measurement of communication effectiveness, while considering ethical and legal issues in marketing communication. Through case studies and practical assignments, students will gain a comprehensive understanding of how to engage target audiences and build strong brand identities in a dynamic marketplace.
Recommended Textbook
Advertising and Integrated Brand Promotion 6th Edition by Thomas OGuinn
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18 Chapters
1949 Verified Questions
1949 Flashcards
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Page 2
Chapter 1: The World of Advertising and Integrated Brand Promotion
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) It is evident that firms have not fully exploited all the opportunities that ____ marketing has to offer via communication through devices like smartphones and digital tablet-like devices.
A)direct
B)mobile
C)local
D)trade channel
Answer: B
Q2) A greeting card manufacturer runs a commercial indicating that people who receive greeting cards appreciate them much more when they see its company name on the back.This is an example of a company focusing on A)symbolic value.
B)direct response.
C)primary demand stimulation.
D)mobile marketing.
Answer: A
Q3) In the new world of advertising, mass media are just about dead and gone. A)True
B)False
Answer: False
Page 3
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Chapter 2: The Structure of the Advertising and Promotion
Industry: Advertisers, Agencies, Media, and Support Organizations
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The majority of service firms, governments, social organizations, and agencies cannot afford to participate in today's advertising process.
A)True
B)False
Answer: False
Q2) The United States federal government spends more than $2 billion annually on advertising and promotion.Most of that money is spent in what two areas?
A)lottery advertising and armed forces recruitment
B)campaign advertising and armed forces recruitment
C)armed forces recruiting and social issues
D)social issue advertising and political campaign advertising
Answer: C
Q3) A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided.
A)True
B)False
Answer: True
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Chapter 3: The History of Advertising and Brand Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) More than anything, the 1970s was America's age of ____, and the advertising of the time reflected this.
A)self-doubt
B)class-consciousness
C)modernity
D)consumer culture
Answer: A
Q2) (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that
A)Ivory soap had to become 100 percent pure.
B)advertising claims for products like Ivory soap became strictly regulated.
C)the manufacturer of Ivory soap had to list its ingredients on the label.
D)branded products like Ivory had to trademark their brand names.
Answer: C
Q3) Newspaper publication expanded rapidly during the Industrial period, to the point where circulation of the dailies was up to 10 million copies a day nationwide by 1850.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Social, Ethical, and Regulatory Aspects of
Advertising and
Promotion
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The FTC's regulations on deception have no authority over omissions or missing information about a product, but only cover those false statements or misleading claims actually made by the advertiser.
A)True
B)False
Q2) The three primary areas of advertising regulation are obscenity and profanity, deception, and unsolicited or direct marketing.
A)True
B)False
Q3) The FTC has regularly issued warnings to tobacco companies about ads that have been shown to cause young people to start smoking, backed up by decades of substantial evidence to this effect published by reputable medical journals.
A)True
B)False
Q4) The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s
A)created restrictions for telemarketers.
B)banned recorded messages and robocalls.
C)allowed consumers to switch their numbers to an unlisted status.
D)set up the Do Not Call Registry.
Page 6
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) When researchers study consumer behavior, they study a process that begins with the product evaluation and ends with the perception of a need.
A)True
B)False
Q2) Functional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.
A)True
B)False
Q3) Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In that case, advertising
A)is an entity separate from mass media.
B)relies largely on words rather than images.
C)helps to transmit meaning within a culture.
D)has its own hidden social and political agenda.
Q4) Family is cited as being very critical in the consumer behavior mix.List some of the important types of primary families discussed in the book, and discuss how family as well as the intergenerational effect can influence purchase behavior.
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Chapter 6: Market Segmentation, Positioning, and the Value Proposition
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Two fundamental questions must be asked by an advertiser when trying to determine which market segment to target.They are "What do members of the segment want in a product?" and
A)"How much are they willing to pay for it?"
B)"Is the segment currently growing?"
C)"What are they willing to settle for?"
D)"Can my company provide it?"
Q2) (Scenario 6-1) The original plan to sell new products to the female market
A)could be considered an STP effort because Gillette is targeting multiple segments.
B)may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments.
C)may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette.
D)fit all the criteria of an STP effort by Gillette.
Q3) In the world of advertising, markets are positioned, but products are segmented.
A)True
B)False
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Page 8
Chapter 7: Advertising and Promotion Research
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Which of the following is accurate in discussing account planning?
A)It is taking the place of brand management.
B)Its cost is less than that of relying on secondary sources.
C)It eliminates the need for secondary research.
D)It is replacing the research department in many highly regarded creative ad agencies.
Q2) Which research technique was employed to create the "Got Milk?" campaign, one that involves observation in real-life situations, and is now so popular that it's hard to find a company that doesn't use it?
A)online netnography
B)embedded field work
C)geographic clustering
D)consumer panel
Q3) When the question is asked concerning what an agency really wants from advertising research, the answer often falls to the reality that it wants whatever the client wants.
A)True
B)False
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Chapter 8: Planning Advertising and Integrated Brand Promotion
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Some argue that sales should not be set as an objective for advertising, since advertising is only one variable in an entire marketing mix and cannot be solely responsible for selling the product.
A)True
B)False
Q2) The situation analysis of an advertising plan includes historical context as well as evaluation of the industry, the market, and the competition.
A)True
B)False
Q3) (Scenario 8-5) The number of exposures required to accomplish the advertising objectives for the shampoo, referred to as ____, will also be included in the build-up analysis for Helene Curtis.
A)execution
B)production
C)frequency
D)reach
Q4) Objectives for advertising are measurable only through quantifiable variables.
A)True
B)False
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Chapter 9: Managing Creativity in Advertising and Ibp
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Believe in yourself, especially when surrounded by doubters.
Q2) The creative brief provides guidelines for the creative process, which unfortunately often defeats the purpose and ends up restricting creativity.
A)True
B)False
Q3) Whose amusing take on creative departments was featured in the text, peppered with comments about spending time with feet up talking about movies, watching the clock tick and the deadline near, and staring at the partner's shoes propped on the other desk?
A)Carl Jung, psychologist and author
B)Lee Clow, advertising mentor
C)John Sweeney, advertising instructor
D)Luke Sullivan, copywriter and author
Q4) According to the text, creativity in advertising is most often stifled by
A)a firm's shareholders who know little about promotion and advertising.
B)media buyers who choose the wrong channels for the ads.
C)account managers who want nothing more than to play it safe.
D)clients who don't realize they are killing the very ideas they originally sought.
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Chapter 10: Creative Message Strategy
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) "The night-time, sniffling, sneezing, coughing, aching, stuffy-head, fever, so-you-can-rest medicine" is an example of point-of purchase advertising.
A)True
B)False
Q2) (Scenario 10-6) Which of the following methods would encourage Target's customers to recall the store's name first when they decide to go shopping?
A)testimonial ads
B)slice-of-life ads
C)humor ads
D)slogans and jingles
Q3) Which companies, noted in the text, have seen enormous success by reflecting social issues at various points in history, creating sophisticated ads, and becoming unofficial brands of the counter-culture?
A)Dial, Mountain Dew, and Snickers
B)Marlboro, Virginia Slims, and Pepsi
C)Red Bull, Geiko, and Allstate
D)Kodak, PowerAde, and Procter & Gamble
Q4) What is message strategy? How is it used in advertising and promotion?
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Page 12
Chapter 11: Executing the Creative
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) A radio commercial depicts two men jogging together.They joke about their aches and pains, and then laughingly agree on their need for Advil.This radio spot uses a testimonial format for its copy.
A)True
B)False
Q2) A young woman has just launched her own company to promote several unique but inexpensive kitchen gadgets.She wants to get her message out to massive TV audiences, but she doesn't have a large budget.Taking this into consideration, the agency will probably propose a television commercial that A)uses a testimonial approach.
B)has a series of vignettes.
C)features animation.
D)focuses on functional features.
Q3) What are the five principles of design? See if you can name all five.Then choose two of the principles and discuss the considerations involved in each.Then give an example of each.
Q4) In a print ad, the subhead serves basically the same purpose as the headline.
A)True
B)False
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Chapter 12: Media Planning Essentials
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99 Flashcards
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Sample Questions
Q1) Before he can make final decisions on where to place ads and how to display promotions for a new bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet he has chosen his
A)unmeasured media.
B)media classes.
C)supplemental media.
D)media vehicles.
Q2) Many news outlets are willing to run news "stories" supplied by advertisers about their brands, which qualify as A)earned media.
B)mixed media.
C)paid media.
D)measured media.
Q3) Today's expanding matrix of media options requires attention to detail, creativity, and strategic thinking if the result is to be a media plan that effectively specifies how the message will reach the target audience.
A)True
B)False
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Chapter 13: Media Planning: Newspapers, Magazines,
Television, and Radio
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) (Scenario 13-1) The cosmetics client is still concerned about paying a lot of money for an ad in a fairly new magazine that hasn't yet proven its popularity.The best way for the client to make sure that the advertisement will meet its minimum exposure goals is to ask about the magazine's
A)newsstand circulation.
B)subscription base.
C)pass-along readership.
D)guaranteed circulation.
Q2) (Scenario 13-4) Gretta plans to use this advertising to announce a new addition-the full line from Holland Hothouse, including award-winning tulip bulbs and rose bushes.Holland and Gretta's will split the cost.What type of advertising are they considering?
A)sponsored
B)display
C)classified
D)co-op
Q3) What are the four major classes or broad types of traditional media? Select two of these classes and describe both the advantages and disadvantages for creative advertising work associated with each.
Page 15
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Chapter 14: Media Planning: Advertising and Ibp in Digitalinteractive Media
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) (Scenario 14-3) Two young women decided to open a new comedy club and chose YouTube as the main outlet for their advertising. The two put together a five minute clip of an improvisation routine they had written and posted it on the site-soon after, the two noticed that the total number of views for the video had skyrocketed to 25,000. It turns out the video was being sent all over the country via email and Facebook messages. This short video apparently became a form of
A)mobile marketing.
B)online retailing.
C)interactive advertising.
D)viral marketing.
Q2) The unique characteristics of the Web have given advertisers who use it a definite edge over their competitors.What are some of the advantages of the new digital/interactive media that are beginning to be used in advertising today? The text lists five broad categories of advantages.Name and define as many as you can.Then think of a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.
Q3) As an advertiser, what tools can you use to make your home page as popular as possible?
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Chapter 15: Sales Promotion, Point-Of-Purchase
Advertising, and Support Media
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Sales promotion can provide an affiliation value for a brand, meaning that the consumer wants to, or is able to, identify with the brand.
A)True
B)False
Q2) A kitchen appliance manufacturer devises a program to encourage members of the trade to purchase its brand.It offers salespeople an extra $75 for selling one of its refrigerators, $50 for selling one of its ovens, and $40 for selling one of its dishwashers.What specific promotional concept for the trade channel does this involve?
A)push money
B)merchandise allowance
C)slotting fee
D)frequency program
Q3) A phone directory like the Yellow Book provides a strong link to consumer buying, allowing people to follow through on their decisions to buy in a practical way.
A)True
B)False
Q4) Consumers are responding positively to sales promotions.
Q5) Managers are demanding greater accountability for promotional spending.
Page 17
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Chapter 16: Event Sponsorship, Product Placements, and Branded
Entertainment
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) What is meant by the term Madison & Vine? Give several reasons why this convergence has occurred in the world of promotion.
Q2) The "brave new world" of IBP refers to the A)new tools and practices now used in the marketing of brands.
B)risks taken by today's marketers in reaching cynical and alienated consumers.
C)lack of monetary restrictions on the latest advertising methods.
D)decline of advertising in favor of sponsored events.
Q3) Global corporations pay big sums to have their names associated with athletes and teams.According to Nike's VP of marketing, what is "the No.1 event in all of sports" in terms of promotional opportunities?
A)the World Series
B)the SuperBowl
C)the World Cup
D)the Masters Tournament
Q4) According to Nielsen Media Research, product placements in video games
A)are more annoying to gamers than commercials are to television viewers.
B)were popular for a while but are now used less frequently. C)are accepted by younger players but disliked by adult players.
D)are seen by gamers as elements that add to the quality of play.
Page 18
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Chapter 17: Integrating Direct Marketing and Personal Selling
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101 Verified Questions
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Sample Questions
Q1) Customer relationship management, or CRM, is just what the term implies.It involves cultivating long-term relationships with customers.
A)True
B)False
Q2) (Scenario 17-4) After asking for references from current guests, and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step?
A)mobile marketing through text messages
B)personalized letters through direct mail
C)phone calls through telemarketing
D)promotional messages through bulk email
Q3) Personal selling is
A)the face-to-face communications and persuasion process.
B)virtually the only way to close the deal.
C)simpler to conduct than any other marketing functions.
D)the most controversial form of direct marketing.
Page 19
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Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) What has led to the growth and popularity of green marketing? What cautions should potential advertisers take before launching into it? A number of corporations, manufacturers, and service industries have issued "green" messages.Name as many as you can, with a few words to describe the promotion if possible.
Q2) When adversity strikes, public relations personnel step out of the picture so that company executives can control and monitor communications.
A)True
B)False
Q3) A credit card company sponsors a campaign to restore the Statue of Liberty, and features the initial concept as well as the progress being made in its television commercials.The company is running cause-related advertising.
A)True
B)False
Q4) Today's politicians essentially cannot benefit from public relations in any way, because the tone of publicity in political life is very difficult to manage.
A)True
B)False
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