Marketing Communications Exam Preparation Guide

Course Introduction

Marketing Communications explores the fundamental principles and strategies organizations use to communicate with their target audiences. This course covers integrated marketing communication (IMC) tools such as advertising, public relations, sales promotion, direct marketing, and digital media. Students will learn how to design cohesive and effective campaigns, develop messaging tailored to specific platforms, and measure communication outcomes. Through case studies and practical projects, participants gain skills to create marketing communications that build brand awareness, foster customer engagement, and drive organizational goals in both digital and traditional media landscapes.

Recommended Textbook

Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens

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19 Chapters

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Page 2

Chapter 1: Advertising and IMC Today

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105 Verified Questions

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Sample Questions

Q1) Synergy is the principal benefit of IMC.

A)True

B)False Answer: True

Q2) State why companies practice IMC.

Answer: Companies practice IMC because IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages. IMC helps companies to initiate, develop, and nurture relationships with important groups, especially customers.

Q3) Defensive marketing typically costs less than offensive marketing because it isn't easy to lure satisfied customers away from competitors.

A)True

B)False Answer: True

Q4) IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.

A)True

B)False Answer: True

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Chapter 2: The Big Picture: The Evolution of Imc

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Sample Questions

Q1) During the Great Depression in America, each brand sought to convince the public of its own special qualities. What is this marketing strategy known as?

A)Production focus

B)Demarketing

C)Product differentiation

D)Puffery

E)Market segmentation

Answer: C

Q2) List the functions and effects of advertising as a marketing tool.

Answer: The functions and effects of advertising as a marketing tool are: (1) to identify products and differentiate them from others, (2) to communicate information about the product, its features, and its location of sale, (3) to induce consumers to try new products and to suggest reuse, (4) to stimulate the distribution of a product, (5) to increase product use, (6) to build value, brand preference, and loyalty, and (7) to lower the overall cost of sales.

Q3) Messages aimed to encourage trade were unheard of in pre-industrial societies.

A)True

B)False

Answer: False

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Page 4

Chapter 3: The Big Picture: Economic and Regulatory Aspects

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Sample Questions

Q1) Why do advertisers use comparative advertising? Discuss how the 1988 Trademark Law Revision Act affects comparative advertising.

Answer: Advertisers use comparative advertising to claim superiority to competitors in some aspect. In the United States, such ads are legal (and encouraged by the FTC) so long as the comparison is truthful.

The 1988 Trademark Law Revision Act closed a loophole in the Lanham Act, which governed comparison ads but did not mention misrepresenting another company's product. Under current law, any advertiser that misrepresents its own or another firm's goods, services, or activities is vulnerable to a civil action.

Q2) What effect would advertising have on primary demand in declining markets?

Answer: In declining markets, when the only information people want is price information, the only effect advertising will have on primary demand is to slow the rate of decline.

Q3) In the context of advertising, children are rarely treated as sole decision makers.

A)True

B)False

Answer: False

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Page 5

Chapter 4: The Scope of Advertising: From Local to Global

Part Two: Crafting Marketing and Advertising Strategies

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Sample Questions

Q1) An agency has designed a full-page magazine ad for hot tubs for a cost of $600. The job required the services of a photographer to produce an illustration of people enjoying a soak in a hot tub. If the agency uses the traditional markup, what is the advertising agency's media commission?

A)$90

B)$104

C)$100

D)$106

E)$108

Q2) Centralized organizations may organize the centralized advertising department in all of the following ways except:

A)by the method of payment.

B)by sub-functions of advertising.

C)by the end user.

D)by the media.

E)by the product or brand.

Q3) List the three basic ways that national advertising differs from local advertising.

Q4) Briefly discuss the four Cs of client/agency relationship.

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Chapter 5: Marketing and Consumer Behavior: The

Foundations of Advertising

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Sample Questions

Q1) Which of the following defines an exchange?

A)It is the mental and emotional processes of people who purchase and use goods and services to satisfy needs and wants.

B)It refers to exaggerated, subjective claims that cannot be proven true or false.

C)It refers to doing what society views as best for the welfare of people in general.

D)It is a process by which marketers search for unique groups of people whose needs can be addressed through specialized products.

E)It is a transaction in which one person or organization trades something of value with someone else.

Q2) The social cognitive theory of learning involves an organism receiving reinforcement for a behavior.

A)True

B)False

Q3) What are the three aims related to habits that companies have in the quest for brand loyalty?

Q4) List the three general categories of customers.

Q5) Write a short note on psychological screens.

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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

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Sample Questions

Q1) In terms of user status, discount users choose one brand exclusively.

A)True

B)False

Q2) _____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

A)Geographic

B)Demographic

C)Geodemographic

D)Psychographic

E)Behavioristic

Q3) Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

A)True

B)False

Q4) Define direct distribution.

Q5) The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.

A)True

B)False

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Chapter 7: Research: Gathering Information for Imc Planning

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Sample Questions

Q1) _____ do not give every unit in the entire target population an equal chance of being included, so there is no guarantee the sample is representative.

A)Evoked sets

B)Focus groups

C)Recall tests

D)Sales tests

E)Nonprobability samples

Q2) Researchers select from the population a(n) _____ that they expect will represent the population's characteristics.

A)universe

B)portfolio

C)order

D)distribution

E)sample

Q3) Briefly describe nonprobability samples.

Q4) What are the disadvantages of in-depth interviews?

Q5) What are the disadvantages of inquiry tests?

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Q6) Briefly describe how companies use pretesting to help make decisions about media advertising.

Chapter 8: Marketing and Imc Planning

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Q1) _____ refer to outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness.

A)Sales-target objectives

B)Tactics

C)Copy points

D)Communication objectives

E)Media units

Q2) According to the IMC pyramid, the first communication objective is to convey enough information about a product to develop conviction.

A)True

B)False

Q3) Which of the following is the first step in a traditional top-down marketing plan?

A)Marketing objectives

B)Situation analysis

C)Marketing strategy

D)Communication objectives

E)Marketing tactics

Q4) Briefly describe the importance of a mission statement.

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Chapter 9: Planning Media Strategy: Disseminating the

Message Part Three: Creating Advertisements and Commercials

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Sample Questions

Q1) Advertising is most effective when it positions a product as part of the solution that consumers seek.

A)True

B)False

Q2) _____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

A)Exposure value

B)Attention value

C)Reach

D)Opportunity to see

E)Frequency

Q3) List the three principal media scheduling tactics used by media planners.

Q4) Briefly describe audience objectives.

Q5) Media objectives translate the advertising strategy into goals that media can accomplish.

A)True

B)False

Q6) List at least five examples of nontraditional advertising media. Page 11

Q7) What are the five Ms of an effective media strategy?

Q8) What is meant by effective reach and effective frequency?

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Chapter 10: Creative Strategy and the Creative Process

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Sample Questions

Q1) In the creative brief used by Leo Burnett, a(n) _____ refers to a brief description of the evidence that backs up the product promise.

A)support statement

B)objective statement

C)tone statement

D)brand character statement

E)mission statement

Q2) How can a creative team establish credibility for a product or service?

Q3) What is meant by a creative brief?

Q4) In the Judge's role, creatives evaluate the value of the big ideas and decide whether to implement, modify, or discard them.

A)True

B)False

Q5) One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.

A)True

B)False

Q6) Describe Roger Von Oech's four-step creative model.

Q7) List and define the three components of a message strategy.

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Chapter 11: Creative Execution: Art and Copy

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Sample Questions

Q1) In a(n) _____ copy, the characters portrayed in a print ad do the selling in their own words and an element of believability is added.

A)device

B)picture-caption

C)dialogue/monologue

D)narrative

E)hyperbolic

Q2) In an ad, a _____ consists of words that are read first and contains the largest type on the page.

A)headline

B)pasteup

C)picture caption

D)seal

E)body copy

Q3) Briefly describe the guidelines for creating effective radio commercials.

Q4) What is the oldest and simplest type of radio or TV commercial?

Q5) In international markets, language is the most important consideration for copywriters.

A)True

B)False

Page 14

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Chapter 12: Print, Electronic, and Digital Media Production

Part Four: Using Advertising Media

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Sample Questions

Q1) During the print production process, when artwork created using orthographic film is photographed as is, the result is known as a(n) _____.

A)strip

B)continuous tone

C)halftone screen

D)grey tone

E)line film

Q2) The production phase of the print production process involves:

A)ensuring that the entire process does not exceed its budget.

B)setting closing dates.

C)creating a job jacket.

D)determining which ad layout will be preferred by the client.

E)completing ancillary functions such as illustrations or photography.

Q3) Which of the following is the first step of the print production process?

A)Printing

B)Prepress

C)Distribution

D)Preproduction

E)Production

Q4) What is a wireframe?

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Chapter 13: Using Print Media

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Sample Questions

Q1) In terms of the classification of business publications based on readership, _____ publications deal with a particular job function across a variety of industries.

A)vertical

B)horizontal

C)primary

D)secondary

E)pass-along

Q2) Which of the following is used as a basis for categorizing newspapers?

A)Structures of advertising agencies

B)Type of advertisers

C)Frequency of delivery

D)Subscription rates

E)Closing date

Q3) An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

A)True

B)False

Q4) Describe the standard-size newspaper format.

Q5) Briefly describe premium rates for magazines.

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Chapter 14: Using Electronic Media: Television and Radio

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Sample Questions

Q1) Explain the process of selecting programs for buys.

Q2) An advertisers plans to buy TV commercial time during a home improvement program on a local TV station. The show has a rating of 20 and it reaches 10,000 people in the primary target audience. A 30-second spot costs $700. What is the cost per rating point of the show?

A)$10

B)$20

C)$35

D)$50

E)$65

Q3) The percentage of homes in a given area with sets in use tuned to a specific program is expressed as households using TV.

A)True

B)False

Q4) Briefly describe any three disadvantages that are associated with broadcast television advertising.

Q5) Describe any three advantages that are associated with cable television advertising.

Q6) How does broadcast TV reach its audience?

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Chapter 15: Using Digital Interactive Media

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Sample Questions

Q1) Discuss how the range of Internet users is widening.

Q2) Buttons:

A)are more expensive than banners.

B)are the most common unit of Web advertising.

C)often look like icons.

D)are not typically linked to the advertiser's landing page.

E)take up more space than banners.

Q3) Sponsored SMS is the form of advertising that represents the smallest inventory.

A)True

B)False

Q4) Which of the following is true regarding Internet usage and its audience?

A)Television viewership has gained in spite of the emergence of the Internet.

B)Media spending on the Internet has grown substantially.

C)The percentage of the U.S.population able to access the Internet on a regular basis continues to decline.

D)People without a high-school education are restricted from using the Internet in the U.S.

E)Currently, the majority of Internet users are educated, White, upscale males.

Q5) Describe and differentiate between a distributed network and a centralized network.

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Chapter 16: Using Out-Of-Home, Exhibitive, and

Supplementary Media Part Five: Integrating Advertising

With Other Elements of Imc

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Sample Questions

Q1) Local advertisers get high-quality outdoor advertising at reduced cost by using _____ posters.

A)upper case

B)eight-sheet

C)bulletin

D)100 showing

E)stock

Q2) Rates for transit advertising are the same irrespective of the length and saturation of the showing and the size of the space.

A)True

B)False

Q3) In terms of transit advertising, _____ refer(s) to all the inside space on a group of buses.

A)total bus

B)brand trains

C)inside cards

D)bus-o-rama signs

E)basic bus

Q4) Explain the process of buying transit advertising.

Q5) Describe some of the forms of emerging advertising media. Page 19

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Page 20

Chapter 17: Introducing Social Media

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Sample Questions

Q1) Which the following is one of the largest suppliers of online communities for marketing research purposes?

A)Passenger

B)Pinterest

C)Twitter

D)YouTube

E)MySpace

Q2) Briefly describe blogs.

Q3) Which of the following is true about social media?

A)The consumption is inherently passive in the case of social media.

B)The consumption in the case of social media is active and not passive.

C)Social media are as much technology as they are media.

D)Social media has adversely affected the role of the consumer as content creator.

E)Social media has eliminated the human element from advertising and marketing.

Q4) What are blogs?

Q5) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?

Q6) What is the difference between social media and traditional media?

Q7) What is the advantage of using social media for advertising and marketing?

Page 21

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Chapter 18: Relationship Building: Direct Marketing, Personal

Selling, and Sales Promotion

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Sample Questions

Q1) Allen Hall Inc. makes redwood furniture for gardens. The company places ads in newspapers to encourage potential customers to place orders for its furniture catalogs. When these requests are received by the company, prospects' names and product details are entered into the company's electronic system to segment and grade prospective customers. In this scenario, Allen Hall is using:

A)polybagging.

B)in-store sampling.

C)diverting.

D)telemarketing.

E)database marketing.

Q2) In an IMC program, the objective of personal selling is solely to make a sale.

A)True

B)False

Q3) The two processes required to work with a marketing database are data storage and data retrieval.

A)True

B)False

Q4) What is a premium? Why do marketers offer premiums?

Q5) Differentiate between a push and a pull strategy.

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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue

Repositioning a Brand

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Sample Questions

Q1) A marketing services company has recently changed its name to Money Savers as a way to show that it offers more than just online coupons. It has started offering lead generation, e-mail and loyalty programs across its network of partner sites. Which of the following types of advertising will best help Money Savers to explain its name change to its public?

A)Cooperative advertising

B)Recruitment advertising

C)Institutional advertising

D)Corporate identity advertising

E)Public relations advertising

Q2) List out the six pointers for measuring the value of event sponsorships suggested by the International Events Group (IEG).

Q3) The primary goal of public relations is to gain commercial incentives from all sectors of its public.

A)True

B)False

Q4) A feature article is the most widely used PR tool.

A)True

B)False

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