Marketing Communications
Final Exam Questions
Course Introduction
Marketing Communications explores the strategies and tools organizations use to effectively convey messages, build brand awareness, and engage target audiences. The course covers the integration of advertising, public relations, sales promotions, direct marketing, digital communications, and social media within a cohesive communications plan. Students analyze real-world campaigns, develop communication objectives, and learn how to measure the impact of marketing messages across multiple channels. Emphasis is placed on understanding consumer behavior, crafting persuasive content, and aligning communication strategies with organizational goals in todays dynamic marketplace.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Describe brand parity.
Answer: Brand parity is the situation in which all products are basically equal in terms of the benefits they deliver.
Q2) Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.
A)True
B)False
Answer: False
Q3) In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.
A)True
B)False
Answer: False
Q4) Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability.
B) reliability.
C) consensus.
D) referent response.
Answer: A
Q2) Creating a strong advertising campaign is normally sufficient to rejuvenate a brand's image.
A)True
B)False
Answer: False
Q3) Although brand equity can be measured using various metrics, CEOs and other corporate leaders often want real, hard numbers.
A)True
B)False
Answer: True
Q4) Perceptions of a brand's image are based solely on price and quality.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Buyer Behaviors
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204 Flashcards
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Sample Questions
Q1) An external search for purchasing alternative products or services takes place when a consumer thinks about the brands he or she is willing to consider.
A)True
B)False
Answer: False
Q2) Derek eliminated New Balance shoes because he doesn't know anything about them. Derek used which type of evaluation process to make this decision?
A) Evoked set method
B) Multiattribute
C) Affect referral
D) Attitude formation
Answer: A
Q3) An internal information search for product information occurs when:
A) a consumer experiences uneasiness.
B) a consumer thinks about brands he/she is willing to consider.
C) the consumer buying process is nearly complete.
D) advertisements are being ignored.
Answer: B
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5
Chapter 4: The IMC Planning Process
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Sample Questions
Q1) Payout planning is a form of consumer market segmentation.
A)True
B)False
Q2) All of the following are methods of determining marketing communications budgets except:
A) percentage of sales.
B) sales approximation.
C) meet the competition.
D) what we can afford.
Q3) All of the following are methods of segmenting consumer markets except:
A) demographics.
B) industry size.
C) psychographics.
D) generations.
Q4) The method of consumer segmentation that is based on population characteristics is:
A) demographics.
B) psychographics.
C) geographic.
D) polygraphic.
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) The cognitive component of attitude matches the hierarchy of effects model's components of:
A) awareness and knowledge.
B) liking, preference, and conviction.
C) conviction and action.
D) the actual purchase.
Q2) In terms of the relationship between expenditures on advertising communications and subsequent sales revenues, too many marketing managers assume that there is a(n):
A) direct relationship.
B) indirect relationship.
C) inverted U-shaped relationship.
D) inverse relationship.
Q3) Variability theory suggests that a consumer seeing an advertisement in different environments will increase recall and effectiveness.
A)True
B)False
Q4) Liking follows awareness and knowledge in the hierarchy of effects model.
A)True
B)False
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample Questions
Q1) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A) affective conative cognitive.
B) conative cognitive affective.
C) cognitive conative affective.
D) cognitive affective conative.
Q2) The mcgarrybowen advertising agency bases its work on storytelling, along with marketing research.
A)True
B)False
Q3) The preemptive cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
D) untestable claim based upon some attribute or benefit.
Q4) Describe the sequence that occurs when a humorous ad is successful.
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Chapter 7: Traditional Media Channels
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Sample Questions
Q1) While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.
A)True
B)False
Q2) A new system called "On Demand C3" produces a rating for:
A) the television show as well as each ad pod.
B) an entire ad pod.
C) each ad within a pod that has been viewed within 3 days.
D) each ad within a pod and any post launch viewing within 3 days on DVRs.
Q3) All of the following are advantages of using radio except:
A) high segmentation potential.
B) flexibility in making new ads.
C) able to modify ads to local conditions.
D) easy national purchase procedures.
Q4) One of the key advantages of magazine advertisements is the short lead-time available, which allows the advertiser to react to current events.
A)True
B)False
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Chapter 8: Digital Marketing
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231 Flashcards
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Sample Questions
Q1) The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.
A) 1.5
B) 3
C) 5
D) 8
Q2) Dwell time is higher but dwell rate is lower when video ads are placed beside content on a website.
A)True
B)False
Q3) What is search engine optimization and how is it achieved?
Q4) Widgets are:
A) automated exchange systems that provide precise targeting of ads to specific consumers.
B) geo-targeted ads that result from search engine optimization programs.
C) personalized URLs that are preloaded with a customer's data.
D) mini-applications embedded in banner ads that permit consumers access to dynamic content. from external sources.
Q5) What types of video tactics are available to firms?
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Chapter 9: Social Media
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180 Flashcards
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Sample Questions
Q1) A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.
A)True
B)False
Q2) Best Buy has been at the forefront of customer-generated reviews.
A)True
B)False
Q3) Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program.
A)True
B)False
Q4) Using social media to engage females with the Hooter's brand was a wise strategic decision because:
A) it offers two-way communication while advertising is one-way communication.
B) social media is better for enhancing brand image than advertising.
C) social media provides a means to support giveaways and consumer promotions.
D) overall, females are heavier users of social media than males.
Q5) Give a broad overview of YouTube. Identify current trends in consumer video sharing.
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) Lifestyle marketing:
A) emphasizes consumers passing along information about a product to other consumers.
B) is designed to obtain instant results while using limited resources.
C) is the planned insertion of a brand or product into a movie, television show, or some other media.
D) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market.
Q2) An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.
A)True
B)False
Q3) In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of:
A) being online.
B) reaching females.
C) reaching young males.
D) interactivity.
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Using geocoding, a company's marketing department can add which of the following to each customer's record?
A) Demographic information and lifestyle data as well as the geographical codes
B) Total purchases made at each retail outlet in the area
C) Demographic and political information
D) A composite analysis of his or her neighbors
Q2) Trawling is the process of coding data files with lifetime values and customer cluster codes.
A)True
B)False
Q3) The problem-solution sales approach:
A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer's business.
D) uses specific statements to elicit specific responses from customers.
Q4) Identify and define the four types of sales presentation.
Q5) Identify the various forms of direct response marketing.
Page 13
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Chapter 12: Sales Promotions
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202 Flashcards
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Sample Questions
Q1) A trade show participant from another country is more likely to be ready to make a purchase than a domestic attendee.
A)True
B)False
Q2) The primary disadvantage to a retailer in using diversion is:
A) additional shipping costs.
B) additional carrying costs.
C) exit fees.
D) slotting fees.
Q3) A consumer who makes a purchase decision based on price is:
A) promotion prone.
B) brand loyal.
C) a repeat buyer.
D) price sensitive.
Q4) A calendar promotion allows a manufacturer to set a schedule among competing brands of a product so that the manufacturer can feature one of the brands on sale almost all of the time.
A)True
B)False
Q5) What is the difference between consumer promotions and trade promotions?
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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201 Flashcards
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Sample Questions
Q1) Marketers use cause-related marketing for all of the following reasons except:
A) help develop stronger brands.
B) help move consumers toward brand loyalty.
C) encourage consumers to switch brands.
D) increase the level of brand parity.
Q2) The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.
A)True
B)False
Q3) Sponsorship marketing occurs when a company pays money to sponsor a person or group involved in an activity.
A)True
B)False
Q4) A company has little influence on what external stakeholders should think or say about the company.
A)True
B)False
Q5) What are the five key public relations functions?
Q6) Discuss the various damage control strategies that can be used by a firm.
Page 15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.
A)True
B)False
Q2) The FTC can use the court system to stop unfair and deceptive advertising and communication practices but must go through the normal steps of starting with a consent agreement.
A)True
B)False
Q3) If an advertiser uses expert endorsements, statements made by the expert in the advertisement must be based on:
A) legitimate tests performed by experts in the field.
B) the opinion of "typical persons" who would use the product.
C) truthful statements that represent the expert's personal experience.
D) lab or engineering tests.
Q4) The Wheeler-Lea Amendment makes advertising using puffery illegal.
A)True
B)False
Q5) Explain the difference between deception and puffery.
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.
A)True
B)False
Q2) Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.
A)True
B)False
Q3) Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.
A)True
B)False
Q4) In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.
A)True
B)False
Q5) What items should be identified when evaluating an advertising program?
Q6) What can test markets assess?
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