Marketing Communications Exam Solutions
Course Introduction
Marketing Communications explores the strategies and tools organizations use to engage target audiences, build brand awareness, and drive customer action. This course covers the full spectrum of communication channels including advertising, public relations, sales promotions, social media, and direct marketing while emphasizing the integration of these elements into cohesive campaigns. Students will learn to develop effective messages, select appropriate channels, analyze audience behavior, and assess the impact of communication efforts, gaining practical insights and hands-on experience in crafting and evaluating marketing communications in diverse industries.
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) According to an integrated marketing communications planning model, which of the following activities is best associated with the step of "analysis of promotional program situation?"
A)Developing selling roles and responsibilities
B)Setting advertising objectives
C)Analyzing consumer behavior
D)Purchasing media time and space
E)Setting a tentative marketing communications budget
Answer: C
Q2) Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:
A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)user-oriented sales promotion.
D)intrinsic sales-promotion.
E)bait-and-switch sales promotion.
Answer: B
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Page 3
Chapter 2: The Role of IMC in the Marketing Process
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Q1) According to the market coverage alternatives, _____ involves ignoring segment differences and offering just one product or service for the entire market.
A)bait-and-Switch marketing
B)concentrated marketing
C)micro-marketing
D)neuromarketing
E)undifferentiated marketing
Answer: E
Q2) Venus Corporation engaged in a multi-million dollar campaign to alter its image among many of its customers. The company's customers had a perception that the company was simply a hardware manufacturer. Venus wants customers to see it as a services and technology provider. In this scenario, Venus is:
A)using a repositioning strategy.
B)segmenting the market into niche sectors.
C)adopting a concentrated strategy.
D)adopting an undifferentiated strategy.
E)employing product class segmentation.
Answer: A
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4
Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Pluto Inc. is a small agency that employs writers, artists, other innovative personnel. Mars is a specialized agency and does not deal with research, account planning, or television and radio space buying. In this scenario, Mars is an illustration of a(n) _____.
A)creative boutique
B)media specialist company
C)account services organization
D)media procurement specialist
E)content management specialist
Answer: A
Q2) The role of account representatives is likely to disappear as agencies and their clients are beginning to liaise directly with each other.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Perspectives on Consumer Behavior
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Q1) Which of the following is the most relevant internal psychological process associated with the purchase decision stage of the consumer decision-making process?
A)Externalization
B)Perception
C)Culturalization
D)Integration
E)Learning
Q2) In its ads, The Coffee House stresses on consumers' overall emotional impression of the brand with an attractive slogan. Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers. It wants its consumers to purchase on the basis of this impression and not comparison. This is an example of a marketer using:
A)the affect referral decision rule.
B)the mirror image rule.
C)belief-bias effect.
D)bait-and-switch marketing.
E)non-qualitative evaluative criteria.
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Chapter 5: The Communication Process
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Q1) The AIDA model was developed to represent the stages during the _____ process.
A)personal-selling
B)magazine advertising
C)mass marketing
D)sales promotions
E)radio advertising
Q2) Source derogations could lead to an increase in message acceptance.
A)True
B)False
Q3) Which of the following hierarchical response models assumes the receiver in a persuasive communication situation to be an information processor or problem solver?
A)The AIDA model
B)The hierarchy of effects models
C)The innovation-adoption model
D)The information processing model
E)The five Ws model
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Chapter 6: Source, Message, and Channel Factors
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Q1) When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, a closed-ended message is ideal.
A)True
B)False
Q2) For which of the following product ads would a marketer find a physically attractive model to be most effective?
A)Cattle feed
B)Bricks
C)Fertilizer
D)Cookies
E)Lipstick
Q3) Which of the following is true of persuasion induced through compliance?
A)It is difficult to administer in a personal selling situation.
B)It is usually superficial.
C)It is easy to apply in nonpersonal influence situations.
D)It usually occurs as a result of a celebrity's perceived concern.
E)It usually results in a receiver rejecting the source's position.
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Page 8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Managers who use the communications effects pyramid to set objectives believe that:
A)lower-level objectives such as purchase and reuse form the foundation of the communications program.
B)the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension.
C)advertising and promotion should first accomplish lower-level objectives such as trial and purchase.
D)advertising and promotion should first accomplish higher-order objectives, such as trial and purchase, and then create awareness and brand knowledge.
E)advertising and promotion cannot accomplish lower-order objectives.
Q2) One important purpose of setting specific advertising goals and objectives is to:
A)provide a benchmark against which performance can be measured.
B)put constraints on the creative department.
C)have a method of determining when to delete products from the product line.
D)forecast the market share level that can be attained by good advertising.
E)protect all investors and debt holders.
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Q1) Generally, creative people are not open to research or information that could help them understand the client's target market better.
A)True
B)False
Q2) The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.
A)preparation
B)dramatization
C)illumination
D)incubation
E)digestion
Q3) The five steps in the creative process as designed by James Webb Young include:
A)preparation, brainstorming, growth, reality check, and verification.
B)immersion, testing, illumination, creation, and verification.
C)immersion, digestion, incubation, illumination, and verification.
D)preparation, incubation, immersion, illumination, and reality check.
E)immersion, brainstorming, incubation, creation, and reality check.
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) To announce sales, special offers, or discount rates, retailers often use a(n) _____ appeal.
A)feature
B)product popularity
C)favorable price
D)competitive advantage
E)emotional
Q2) Aleve Inc., a pharmaceutical company, launches an ad that claims, "Taking one pill from Aleve is as effective as taking three pills from any other company." This ad campaign is using a(n) _____ appeal.
A)emotional
B)competitive advantage
C)news
D)favorable price
E)product popularity
Q3) Price appeal ads are often used by national advertisers during recessionary times.
A)True
B)False
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Chapter 10: Media Planning and Strategy
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Q1) Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:
A)unduplicated reach.
B)average coverage.
C)increased sweeps periods.
D)duplicated reach.
E)high cost per thousand.
Q2) Which of the following statements is true of the continuity scheduling method?
A)It serves as a constant reminder to consumers.
B)It is a cost efficient method of scheduling advertising.
C)It allows unlimited media allocation.
D)It is a combination of flighting and pulsing scheduling methods.
E)It results in a lack of interest of promotional messages during nonscheduled times.
Q3) The potential for deception is high in digital/interactive media.
A)True
B)False
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Chapter 11: Evaluation of Media: Television and Radio
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Q1) Companies prefer sponsorship arrangements for buying advertising time because:
A)it allows companies to capitalize on the image of a high-quality program.
B)it gives the advertiser less control over the placement and the length of its commercials.
C)it is relatively inexpensive.
D)sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply.
E)it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.
Q2) An art gallery in a small town is hosting an "outsider artist" sale and wishes to invite people from the area to attend and buy the pieces made by artists based in the nearby locality. However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of:
A)clutter control.
B)noise filters.
C)audience measures.
D)geographic selectivity.
E)zipping capabilities.
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other distractions to attract readers' attention are sometimes referred to as:
A)multisensory ads.
B)enhanced advertising pages.
C)printaculars.
D)fine-tuned sensory interceptors (FSIs).
E)distracters.
Q2) Ads can use longer and more detailed copy in magazines owing to the factor of permanence that magazines offer.
A)True
B)False
Q3) Using multiple ads in the same issue:
A)is relatively less expensive than ink-jet imaging.
B)is considered to be an inefficient way to build frequency.
C)is referred to as the process of selective binding.
D)is the most popular method for obtaining greater reach.
E)is known as split running.
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Chapter 13: Support Media
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Q1) Which of the following is an advantage of outdoor advertising?
A)Ability to communicate complex messages
B)Low cost
C)Elimination of waste coverage
D)Geographic flexibility
E)Limited exposure
Q2) Promotional products marketing is employed only by large companies.
A)True
B)False
Q3) In _____, a manufactured article is woven throughout a program or becomes the program itself.
A)specialty advertising
B)interactive television ads
C)movie theatre advertising
D)product integrations
E)multi-level marketing
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Page 15
Chapter 14: Direct Marketing
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Q1) Direct marketing is typically restricted to small companies seeking business.
A)True
B)False
Q2) The _____ approach of direct marketing involves the use of more than one medium to screen potential buyers, leading to a response.
A)two-step
B)switch-and-bait
C)RFM scoring
D)indirect
E)all-in-one
Q3) Which of the following statements is true of the use of direct mail on the Internet (e-mail) in the direct-marketing industry?
A)It is less targeted than traditional direct mail.
B)It does not make use of mailing lists because such lists lead to spam messages.
C)It attempts to reach consumers with specific needs through targeted messages.
D)It is used only by business-to-business marketers.
E)It has higher cost and lower effectiveness than traditional direct mail.
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16
Chapter 15: The Internet: Digital and Social Media
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Q1) _____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.
A)Paid search
B)Interstitial
C)Podcasting
D)Blogging
E)Contextual advertising
Q2) Which of the following factors has led to a rapid adoption of the Internet?
A)Decreased Internet traffic
B)Decreased government regulations
C)The increasing availability of leisure time
D)The ability to conduct e-commerce through one's personal computer
E)Reduction of clutter in terms of broadcast and print media
Q3) Online commercials are significantly different from traditional television commercials.
A)True
B)False
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Chapter 16: Sales Promotion
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Q1) _____ is a common sampling technique for small, lightweight products that are nonperishable.
A)Door-to-door sampling
B)Sampling through the mail
C)In-store sampling
D)On-package sampling
E)Location sampling
Q2) _____ is generally considered the most effective method for generating trial of a new product.
A)Couponing
B)Sampling
C)Rebating
D)Sweepstakes promotion
E)A contest
Q3) A major reason for decrease in sales promotion is that customers have become less brand loyal.
A)True
B)False
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Page 18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) Public relations is limited to business management.
A)True
B)False
Q2) The public relations process is an ongoing process.
A)True
B)False
Q3) The new role of PR differs from the traditional role of PR in that it:
A)views PR as a nonmarketing function.
B)has a narrower perspective of PR functions.
C)considers marketing and public relations as separate departments.
D)considers all noncustomer relationships necessary only in a marketing context.
E)requires the marketing department to report to public relations.
Q4) Which of the following is a disadvantage of MPR?
A)It is not a cost-effective way to reach the market.
B)It fails to achieve credibility.
C)It is difficult to tie in slogans and other advertising devices.
D)It fails to break through the clutter.
E)It does help in improving ROI.
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) A "split-run" privilege offered by some print media allows:
A)half of an advertisement to be placed in the upper left hand corner of a page and the other half in the lower right hand corner.
B)half of an advertisement to be placed on one page and the other half on the page facing it.
C)an advertiser to put the same ad in two consecutive issues.
D)alternate copies of the same issue to carry different versions of a message.
E)an advertiser to buy 50 percent of the back cover position in one issuE.Complex methods of measuring effectiveness through inquiries may involve running split-run tests, in which variations of an ad appear in different copies of the same newspaper or magazine.
Q2) Pupillometrics, electrodermal response, and electroencephalographic measures are all forms of:
A)field posttests.
B)rational measures of promotional success.
C)portfolio tests used in association with single-source field tests.
D)physiological measures of advertising effectiveness.
E)focus group interaction measures.
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Chapter 19: International Advertising and Promotion
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Q1) _____ are beliefs and goals shared by members of a society regarding ideal end states of life and modes of conduct.
A)Heuristics
B)Work-life balance principles
C)Corporate ethics
D)Cultural values
E)Demographic ideals
Q2) Which of the following is a component of the political/legal environment of a country?
A)Attitudes toward multinational companies
B)Ethics and moral standards
C)Stage of economic development
D)Norms, customs, and taboos
E)Employment rate and occupation distribution
Q3) Sales promotion is growing in international markets due to:
A)the deregulation and/or privatization of media.
B)the reduction in the number of global brands.
C)increased global literacy.
D)the way news media responds to press releases.
E)greater risks taken by marketers.
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Chapter 20: Regulation of Advertising and Promotion
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Q1) _____ has been legally defined as "advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts."
A)Deceptive advertising
B)Unfairness
C)Comparative advertising
D)Puffery
E)Affirmative disclosure
Q2) A promotion is not considered a lottery if a prize is offered.
A)True B)False
Q3) Self-regulation and control of advertising emanate from individual advertisers and their agencies.
A)True B)False
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
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Q1) Vendre Inc., a clothing company, spends over $2 billion annually on advertising for its various products. It gains market leadership even though other, smaller brands produce products of higher quality and offer better prices. This is an example of how a large advertiser can help achieve a competitive advantage based on _____.
A)differentiation
B)economies of scale
C)economic censorship
D)diversification
E)the Protestant ethic
Q2) Which of the following statements is true of advertising and promotion?
A)They are the most visible of all business activities.
B)They are less common in a free-market economy.
C)They are not subject to governmental regulation.
D)The methods they use are less prone to scrutiny.
E)They are the least prevalent of all marketing tools.
Q3) An action that is legal is always ethical.
A)True
B)False
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Chapter 22: Personal Selling Online
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Q1) Which of the following types of salespeople are most likely to operate in the problem-solver stage of personal-selling evolution?
A)Car insurance salespeople
B)Telemarketers for photo studio
C)Communication systems salespeople for a telephone company
D)Route salespeople
E)Office supplies sellers calling on small businesses
Q2) Buyers consider knowledgeable salespeople to be most helpful. In order to have this trait, salespeople should be:
A)punctual in their appointments with buyers.
B)flexible in making choices with buyers.
C)personally accountable for handling customer requests.
D)aware of every detail of the products and policies.
E)empathetic and willing to listen to buyers.
Q3) Walk-in salespeople are typically respected and well received by customers.
A)True
B)False
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