Marketing Communications
Final Exam Questions
Course Introduction
Marketing Communications explores the strategies and practices organizations use to effectively communicate with their target audiences. This course examines various communication channels, including advertising, public relations, digital media, sales promotions, and personal selling, emphasizing the integration of these tools to create cohesive and persuasive campaigns. Students will learn to analyze market audiences, craft compelling messages, and apply theoretical frameworks to real-world marketing challenges. Through case studies and hands-on projects, participants will gain practical skills in planning, executing, and evaluating integrated marketing communications efforts within a competitive business environment.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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Page 2
Chapter 1: Advertising and IMC Today
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Sample Questions
Q1) According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?
A)Decreasing reliance on targeted messages
B)Reaching larger segments
C)Lower use of consumer data
D)Less emphasis on advertising via the mass media
E)Extensive use of electronic and mass media
Answer: D
Q2) The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.
A)noise
B)clout
C)jargon
D)feedback
E)cue
Answer: A
Q3) Planned messages are "do" messages because they represent what a company does.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Big Picture: The Evolution of Imc
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Q1) In the context of advertising, which of the following refers to a major feature of TiVo?
A)The ability to target potential customers and measure effectiveness against that target
B)The ability to identify products and their source and to differentiate them from others
C)The ability to help companies recruit top talent
D)The ability to lower the overall cost of sales
E)The ability to afford protection against price wars
Answer: A
Q2) A product's unique selling point is a feature that differentiates it from competitive products.
A)True
B)False
Answer: True
Q3) What is the significance of information in the context of a market economy?
Answer: Buyers make better decisions when they have more information about the products they can choose from. Sellers can also more efficiently find consumers of their goods by providing information about what they sell.
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4
Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Who among the following is/are responsible for executing laws passed by Congress on the national level?
A)The mayor
B)The governor
C)Attorneys general
D)Federal commissions
E)The police chief
Answer: D
Q2) Which of the following is an instance of stereotyping in advertising?
A)The depiction of cigarette as a product with high social costs
B)The depiction of women as homemakers
C)The depiction of women as multitasking professionals
D)The depiction of aged people as versatile, energetic, and enthusiastic
E)The depiction of men as caregivers
Answer: B
Q3) Deceptive advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy."
A)True
B)False
Answer: False
Page 5
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) Briefly discuss the four Cs of client/agency relationship.
Q2) The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.
A)True
B)False
Q3) Jill & Joel Co., owned by Jill and Joel Hudson, sells and installs above-ground swimming pools and hot tubs. The manufacturer of the hot tub a letter to Jill & Joel in which it offers to pay 60 percent of the advertising cost if the Hudson's run a newspaper ad featuring the hot tubs. Which of the following types of advertising is the hot tub manufacturer planning to undertake with the Hudsons?
A)Vertical cooperative advertising
B)Vertical clearance advertising
C)Horizontal subliminal advertising
D)Horizontal clearance advertising
E)Institutional advertising
Q4) One of the primary purposes of co-op advertising is to improve consumer perception of retailing.
A)True
B)False
Page 6
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Chapter 5: Marketing and Consumer Behavior: The
Foundations
of Advertising
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Q1) Which of the following is true of consumers in the context of the peripheral route to persuasion?
A)Consumers are highly motivated to pay attention to the central, product-related information.
B)Consumers tend to form strong product beliefs, positive brand attitudes, and purchase intention.
C)Consumers tend to learn cognitively and comprehend information at a deeper level.
D)Consumers have little or no reason to comprehend the central information of an ad.
E)Consumers have a higher level of involvement with the product or the message.
Q2) Physiological screens refer to the subconscious filters that shield us from unwanted messages.
A)True
B)False
Q3) Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.
A)True
B)False
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Q1) Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.
A)True
B)False
Q2) A product which is in the introductory stage of the product life cycle will most likely target _____.
A)laggards
B)millennials
C)late adopters
D)Generation X
E)early adopters
Q3) When sales volume begins to rise rapidly, the product enters the maturity stage of the product life cycle.
A)True
B)False
Q4) VALS, a psychographic classification system, assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.
A)True
B)False
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Chapter 7: Research: Gathering Information for Imc Planning
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Q1) A common method of gathering primary research data is the _____, in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers.
A)central location test
B)observation method
C)survey method
D)experimental method
E)clutter test
Q2) To get a general impression of the market, the consumer, or the product, marketers typically start with quantitative research.
A)True
B)False
Q3) _____, a category of IMC research, is used to diagnose possible communication problems before a campaign begins.
A)Message pretesting
B)Creative concept research
C)Product conceptualization
D)Message posttesting
E)Strategy research
Page 9
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) According to the IMC pyramid, the first communication objective is to convey enough information about a product to develop conviction.
A)True
B)False
Q2) Describe the seven steps in the IMC planning model developed by Wang and Schultz.
Q3) In terms of IMC strategy, the _____ refer(s) to the specific people the IMC will reach.
A)reference groups
B)target audience
C)social class
D)centers of influence
E)focus group
Q4) When developing an IMC budget, an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q5) Distinguish between sales target objectives and communication objectives.
Q6) What are the functions of a marketing plan?
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Q1) Media objectives translate the advertising strategy into goals that media can accomplish.
A)True
B)False
Q2) Advertising is most effective when it positions a product as part of the solution that consumers seek.
A)True
B)False
Q3) For a product, which of the following is true when its brand development index is low and its category development index is high?
A)The product has a low market share and needs to be monitored for declining sales.
B)The product has a low market share and poor market potential.
C)The product has a high market share but needs to be monitored for declining sales.
D)The product has a low market share but good market potential.
E)The product has a high market share and good market potential.
Q4) List the three principal media scheduling tactics used by media planners.
Q5) What are the reasons for media planners to use a mixed-media approach?
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Chapter 10: Creative Strategy and the Creative Process
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Q1) 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
Q2) List and define the three components of a message strategy.
Q3) _____ may occur when people in an agency start "thinking like the client," especially if the client is a fact-based thinker.
A)Mind mapping
B)Creative blocking
C)Brainstorming
D)Speed thinking
E)Free association
Q4) Briefly describe the composition of a creative team.
Q5) What is meant by visualization in advertising?
Q6) A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.
A)True
B)False
Q7) Explain the difference between informational ads and transformational ads.
Page 12
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) Which of the following characteristics should websites have in order to be effective?
A)They should avoid using numbered lists and bulleted items.
B)They should always provide interactivity.
C)They should ensure that style is given more importance than substance.
D)They should make sure that the content provided is lengthy and elaborate instead of comprehensive.
E)They should replace content with images wherever possible.
Q2) Describe a comprehensive layout.
Q3) In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.
A)True
B)False
Q4) A bug spray commercial features walking and talking cockroaches. This is an example of a presenter commercial.
A)True
B)False
Q5) Briefly describe the ways of writing effectively for websites.
Q6) Describe a script used by radio and television writers.
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Q1) Which of the following is true of the planning phase of Web site production?
A)In this phase, HTML is used to create site content, while CSS provides elements of design such as typography, color, and layout.
B)This phase lasts until the Web site is removed or undergoes another overhaul.
C)It includes looking for related Web sites to get a sense of typical design characteristics.
D)In this phase, designers may offer suggestions to their clients about how to keep the site running smoothly.
E)It involves specifying the updates and tasks necessary to keep the site fresh, functioning, and useable.
Q2) Which of the following has the overall responsibility to keep an advertising project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process of a commercial for an electronic media?
A)Account planner
B)Producer
C)Art director
D)Print production manager
E)Cinematographer
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Chapter 13: Using Print Media
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Q1) List some of the added-value services offered by magazines and newspapers to their regular advertisers.
Q2) The _____ date refers to the date all ad material must be in the publisher's hands for a specific issue of a magazine.
A)on-sale
B)press
C)cover
D)closing
E)response
Q3) In terms of innovations in magazine advertising, cosmetic manufacturers insert _____ samples of eye shadow, blush, lipstick, and other makeup that readers can try immediately.
A)pop-up
B)3-D ad
C)gatefold
D)color strip
E)fragarance strip
Q4) Briefly describe bleed pages in the context of magazine advertising.
Q5) What is meant by the rate base?
Q6) Describe the standard-size newspaper format.
Page 15
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) Describe any three advantages that are associated with cable television advertising.
Q2) Which of the following is true of radio as an advertising medium?
A)Radio must compete with other activities for attention, and it always succeeds.
B)Building a large audience through the radio is time consuming.
C)Radio production is very expensive.
D)Radio is a personal, one-on-one medium.
E)Radio cannot entertain people outside their homes.
Q3) The first step in preparing a radio schedule is to:
A)identify stations with the greatest concentration of the advertiser's target audience by demographics.
B)determine which time periods (dayparts) offer the most (average quarter-hour) potential buyers.
C)construct a schedule with a strong mix of the best time periods using the stations' rate cards for guidance.
D)gather several different stations' rate cards for comparison.
E)set the advertising budget in terms of reach and frequency.
Q4) Describe the use of radio in IMC.
Q5) Describe the benefits of digital television over analog television.
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) In the context of traditional media, time and space are not limited resources.
A)True
B)False
Q2) Briefly describe the inception of the Internet.
Q3) OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members. It asks satisfied customers to invite their friends to join and rewards them when their friends join. This is an example of:
A)viral marketing.
B)affiliate marketing.
C)marquee banner advertising.
D)behavioral targeting.
E)sugging.
Q4) Discuss how the range of Internet users is widening.
Q5) Which of the following is true about behavioral targeting?
A)It is unable to track people's behavior on the Internet.
B)It cannot track viewers anonymously.
C)It cannot use encrypted identification numbers.
D)It tends to be too invasive into consumers' lives.
E)It does not allow advertisers to place cookies on the user's browser.
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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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Q1) Bulletins, a type of outdoor advertising, are created as a whole and then hung on the billboard structure.
A)True
B)False
Q2) Which of the following is true of transit shelter advertising?
A)It is an extremely expensive mode of outdoor advertising.
B)It involves buying space on bus shelters and on the backs of bus-stop seats.
C)It does not provide complete market coverage.
D)It is restricted in many countries in business and residential areas.
E)It involves paying a fee to have a product written into a movie or a TV program.
Q3) Which of the following is true of the outdoor advertising business?
A)The biggest outdoor advertisers are traditionally in the automotive industry.
B)Typically, the smaller the market, the larger the percentage of local advertisers.
C)Outdoor advertising companies in the United States are known as brand trains.
D)Outdoor advertising companies usually do the creative work for national advertisers.
E)Standardized outdoor advertising uses newspapers to deliver advertiser's message to markets around the world.
Page 18
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Chapter 17: Introducing Social Media
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Q1) What are blogs?
Q2) An online platform, Click Your Way, is typically designed for people to share their lives with their friends through pictures. This platform is an example of a(n):
A)affiliate marketing program.
B)third-party ad server.
C)banner.
D)button.
E)social networking site.
Q3) A wiki is best defined as:
A)a Web site that typically acts as brokers for advertisers and Web sites.
B)a smaller version of the banner that often look like an icon and usually provide a link to an advertiser's landing page.
C)a reverse chronological journaling site.
D)a user-collaborated content site, typically text in nature.
E)a little billboard that spreads across the top or bottom of the Web page.
Q4) In traditional media the consumption is inherently active.
A)True
B)False
Q5) Discuss the rise of social media.
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Q1) Consumer sales promotions are an example of a push strategy.
A)True
B)False
Q2) Combination offers are the most costly of all sales promotions.
A)True
B)False
Q3) Bennett and Wood Inc. an interior designing firm, uses its print ads to help customers connect with them. The ads provide the company's e-mail and Web site details for customers to inquire about their services. In such a scenario, which of the following is Bennett and Wood Inc. using?
A)Linkage media
B)Letter shop
C)Spiffs
D)Broadsides
E)Statement stuffers
Q4) One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.
A)True
B)False
Q5) How are contests and sweepstakes similar to one another? Explain.
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) The primary goal of public relations is to gain commercial incentives from all sectors of its public.
A)True
B)False
Q2) Why is crisis management an important public relations task for any corporation?
Q3) Marketing professionals refer to a company's customers as stakeholders because they have some vested interest in the company's actions.
A)True
B)False
Q4) The Ambrosian Camping Association (ACA) used a _____ to inform the media and general public about an upcoming camping event. According to the ACA, this new camping event will present the camp community a place of safety, tolerance, acceptance, and peace. The document was distributed to leading newspapers, broadcasters, and major media houses across the country.
A)house list
B)house organ
C)press bulletin
D)compiled list
E)press release
21
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