Strategic Marketing Communications
Question Bank
Course Introduction
Strategic Marketing Communications explores the planning, development, and implementation of effective communication strategies that build brand value and drive organizational success. The course focuses on integrating various marketing communication channels, including advertising, public relations, digital marketing, sales promotion, and social media, to deliver a cohesive and compelling brand message to target audiences. Students will analyze consumer behavior, learn message design and media selection, evaluate campaign effectiveness, and examine real-world case studies to understand how to align communications with overall marketing and business objectives in an increasingly digital and global marketplace.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) A key feature of IMC is that the process should _____.
A) use an "inside-out" approach
B) be restricted to only one or a select number of communication media C) use the same media to reach all target audiences to improve efficiency D) start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media E) utilize the same communication media over time
Answer: D
Q2) Purchase intentions are not valid communication measures.
A)True
B)False
Answer: False
Q3) The fundament decisions in the marcom decision process are conceptual and strategic,and the implementation decisions are practical and tactical. A)True
B)False
Answer: True
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Page 3
Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The EquiTrend survey asks respondents to rate a number of brands in terms of two dimensions: quality and salience.
A)True
B)False
Answer: True
Q2) Why is it difficult to gain agreement on a suitable system for measuring marcom performance?
A) People are uncooperative.
B) People in other disciplines do not understand marketing and marketing communications
C) Individuals from different backgrounds and with varied organizational interests often see the "world" differently or operate with varying ideas of what best indicates suitable performance.
D) There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them.
E) If it isn't in terms of dollars, others in the organization don't even want to look at it.
Answer: C
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Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Providing detailed warranty and complaint-procedure information on labels or in package inserts can minimize perceptions of risk.
A)True
B)False
Answer: True
Q2) The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.
A) relative advantage
B) compatibility
C) complexity
D) observability
E) trialability
Answer: E
Q3) Demographics,distribution,and price are the variables that affect the trier class.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) According to the FTC,a misrepresentation is said to occur when qualifying information necessary to prevent a practice,claim,representation,or reasonable expectation or belief from being misleading is not disclosed.
A)True
B)False
Q2) In the AAAA's Code of Ethical Standards,it is stated that "...we will not knowingly create advertising that contains _____.
A) false, or misleading statements or exaggerations, visual or verbal
B) statements, suggestions, or pictures offensive to public decency or minority segments of the population
C) price claims that are misleading
D) testimonials that do not reflect the real opinion of the individual(s) involved
E) All of these are correct.
Q3) Billboard advertising of alcohol products is restricted under the Master Settlement Agreement between the federal government and firms in the alcohol industry.
A)True
B)False
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6
Chapter 5: Segmentation, Targeting, and Positioning
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) There is little need to target consumers using any of the non-behavioral bases for targeting if behaviorgraphic details are available.
A)True
B)False
Q2) The _____ category of Generation X has the highest level of education and income.
A) Yup & Comers
B) Bystanders
C) Playboys
D) Drifters
E) Slackers
Q3) Which is the largest minority group in the United States?
A) African Americans
B) Asian Americans
C) Jews
D) Hispanics
E) Muslim Americans
Q4) The best predictor of one's future behavior is his or her past behavior.
A)True
B)False
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Chapter 6: The Communication Process and Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) The sender and receiver do not both have to be active participants in the same communicative relationship in order for thought to be shared.
A)True
B)False
Q2) Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).
A)True
B)False
Q3) A(n)_____ uses a comparative term such as "like" or "as" to join items from different classes of experience.
A) gerund
B) nonsequitur
C) allegory
D) simile
E) metaphor
Q4) An allegory is a form of extended metaphor.
A)True
B)False
Page 8
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Suppose Gina,who has always purchased Johnson & Johnson Baby Shampoo in the past,decides to switch to Paul Mitchell shampoo and conditioner (a line sold only in hair salons).Her switch occurs because she has been convinced that gentleness is not as important as she previously thought.In attitude-change-strategy terms,what has happened?
A) A new attribute has been added to Gina's cognitive structure.
B) An attribute has been removed.
C) An existing evaluation has been changed.
D) A belief has been changed.
E) A new outcome has been added.
Q2) Which tool of influence is being used when a salesperson gives someone a gift with the hope that they will purchase something?
A) reciprocation
B) commitment and consistency
C) social proof
D) authority
E) scarcity.
Q3) Pavlov's experiment utilized operant conditioning.
A)True
B)False
Page 9
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Chapter 8: Objective Setting and Budgeting
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111 Verified Questions
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Sample Questions
Q1) One reason that sales response is claimed to represent an unsuitable marcom objective is that advertising during any given period does not necessarily influence sales in the current period but may influence sales during later periods.This is referred to as the _____ effect.
A) economic
B) consumer response
C) heretical
D) advertising response
E) lagged
Q2) Of all the marcom tools,sales promotion generally is the most effective and efficient method for quickly creating brand awareness.
A)True
B)False
Q3) Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.
Q4) Objective setting and budgeting decisions must be formal and systematic.
A)True
B)False
Q5) Explain the criteria that good marcom objectives must satisfy.
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Chapter 9: Overview of Advertising Management
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121 Verified Questions
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Sample Questions
Q1) Of the product categories of automobiles,computers and software,drugs,food,personal care items,and telephone service,the category of automobiles has the highest average advertising-to-sales ratio.
A)True
B)False
Q2) Advertising adds value to brands by _____.
A) influencing perceptions
B) innovating the offering
C) improving the quality of the offering
D) creating primary demand
E) creating secondary demand
Q3) An advantage of using a full-service advertising agency is the ability to obtain negotiating leverage with the media.
A)True
B)False
Q4) Elasticity is a measure of how responsive quantity demanded is to changes in marketing variables such as price and advertising.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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97 Verified Questions
97 Flashcards
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Sample Questions
Q1) Effective advertising should promise more than it can deliver.
A)True
B)False
Q2) A value proposition is the essence of a message and the reward to the consumer for investing his or her time attending an advertisement.
A)True
B)False
Q3) Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction.What creative advertising style is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature?
A) resonance
B) preemptive
C) unique selling proposition
D) positioning
E) brand image
Q4) Attributes are what consumers hope to receive or avoid when consuming products.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing.This is referred to as the _____ factor.
A) trouble
B) saturation
C) celebrity and brand matchup
D) credibility
E) Q-score
Q2) A performer's Q Score is calculated by taking his or her popularity percentage divided by the familiarity percentage.
A)True
B)False
Q3) Humorous ads are more effective than nonhumorous ads only when consumers' evaluations of the advertised brand are already positive.
A)True
B)False
Q4) What major issues regarding the selection of an endorser might executives of corporations consider before making an offer?
Q5) Explain the significance of the theory of psychological reactance.
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Chapter 12: Traditional Advertising Media
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show.This is an example of _____.
A) product placement
B) sponsorship
C) an infomercial
D) sales promotion
E) slice-of-life advertising
Q2) Bonnie needs information for local radio ratings.She would be able to get this information from _____.
A) Statistical Research, Inc.
B) Bruzzone Research Company
C) Nielsen Media Research
D) Arbitron
E) Experian Simmons
Q3) Many advertising campaigns use radio as a supplement to other media rather than as a stand-alone medium.
A)True
B)False
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Online and Mobile Advertising
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99 Verified Questions
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Sample Questions
Q1) Which of the following is a type of Internet marketing unit (IMU)endorsed by the Internet Advertising Bureau (IAB)?
A) full banner
B) skyscraper
C) rectangle
D) square pop-up
E) All of these are correct.
Q2) Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.
A)True
B)False
Q3) One type of banner ad is called a skyscraper.
A)True
B)False
Q4) The most popular form of Internet advertising is _____.
A) sponsorships
B) pop-ups
C) superstitials
D) banner ads
E) interstitials
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) Identify three advantages and three disadvantages of social media.
Q2) The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé.
A)True
B)False
Q3) Which of the following is an advantage of social media?
A) privacy
B) censorship
C) two-way dialogue
D) babble
E) lost productivity
Q4) Users of Facebook spend more time on _____ than any other Facebook activity.
A) apps
B) tools
C) newsfeed
D) profiles
E) photos
Q5) Facebook has more members than any other social network in existence.
A)True
B)False
Page 16
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Chapter 15: Direct Marketing and Other Media
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99 Flashcards
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Sample Questions
Q1) Which of the following is a distinctive feature of direct mail?
A) targetability
B) measurability
C) accountability
D) efficiency
E) All of these are correct.
Q2) Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.
Q3) Only B2B marketers have increased their usage of direct mail advertising.
A)True
B)False
Q4) What factors have turned marketers to the widespread use of direct mail advertising?
Q5) The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion.
A)True
B)False
Q6) Brand placements have occurred in songs.
A)True
B)False
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.
A)True
B)False
Q2) In a _____ advertising schedule,the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.
A) continuous
B) pulsing
C) plotted
D) flighting
E) dated
Q3) _____ reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times.
A) Effective
B) Practical
C) Balanced
D) Exact
E) Exposed
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Information Resources Inc.'s BehaviorScan is a single source system that collects consumer purchase data by having consumers use held-hand scanners to read bar-coded UPC symbols.
A)True
B)False
Q2) A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" is a(n)_____.
A) metaphor
B) allegory
C) simile
D) representation
E) elicitation
Q3) A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.
A)True
B)False
Q4) Starch measures the primary objective of a television advertisement.
A)True
B)False
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) In a deslotting allowance agreement,the risk of a new brand introduction is transferred from the manufacturer to the retailer.
A)True
B)False
Q2) The _____ strategy consists of a manufacturer directing personal selling,trade advertising,and trade-oriented sales promotion to wholesalers and retailers.
A) forced channel
B) push
C) pull
D) planned
E) strategic channel
Q3) Sales promotion can provide consumers with a compelling,long-term reason to continue purchasing a brand.
A)True
B)False
Q4) What changes have taken place with respect to accounting rules related to sales promotions and why are they significant?
Q5) Explain forward buying and diverting.Who benefits or loses from these practices?
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Promotions are used because they accomplish goals that advertising by itself cannot.
A)True
B)False
Q2) Which type of consumer-oriented promotion is appropriate for reinforcing a brand's image while delivering an immediate reward?
A) sampling
B) scanner-delivered coupons
C) continuity programs
D) sweepstakes and contests
E) None of these are correct.
Q3) Generally speaking,consumers are more responsive to _____ rewards.
A) immediate
B) delayed
C) hedonistic
D) utilitarian
E) monetary
Q4) Brand managers are increasingly distributing samples online.
A)True B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Retailers also design promotions for their present and prospective customers.
A)True
B)False
Q2) Which of the following is a characteristic by which completed promotion programs can be judged?
A) expense
B) efficiency
C) execution ease
D) equity enhancement
E) All of these are correct.
Q3) For which type of promotion are winners determined purely on the basis of chance?
A) games
B) contests
C) sweepstakes
D) games and contests
E) games, contests, and sweepstakes
Q4) Contests and sweepstakes are used primarily to enhance a brand's image.
A)True
B)False
Page 22
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) Opinion leaders tend to have less contact with the mass media than do followers.
A)True
B)False
Q2) Coca-Cola paid $250 million to be the official soft drink of the national Football League (NFL)for a five-year period.After sponsoring the NFL for several years,a general survey asked football fans to name brands that sponsor the NFL.Thirty-four percent named Pepsi-Cola as a sponsor.This is an example of _____.
A) target-audience misfit
B) sponsor misidentification
C) incompatibility with other marcom tools
D) clutter causing noise in the communication process
E) image mis-match
Q3) Some critics have claimed that sponsorship arrangements often involve little more than managerial ego trips.
A)True
B)False
Q4) Assume that you are the public relations director for a large multinational corporation.There are rumors that the chief executive officer has bribed foreign officials.How would you handle the situation?
Page 23
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) POP displays serve as the capstone for an integrated marketing communications program.
A)True
B)False
Q2) A color that has come to stand for environmentally friendly products is _____.
A) yellow
B) white
C) green
D) red
E) brown
Q3) Green signifies purity,cleanliness,and mildness.
A)True
B)False
Q4) The form of billboard advertising regularly seen alongside highways and in other heavily traveled locales is _____.
A) painted bulletins
B) poster panels
C) broad sheets
D) painted sheets
E) painted panels
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Chapter 23: Personal Selling
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Sample Questions
Q1) All of the following are activities in a salesperson may engage except _____.
A) message customization
B) listening to prospects
C) pitching to journalists
D) demonstrating a product in use
E) communicating with clients
Q2) Which of the following types of salespeople are employees of manufacturers?
A) inside sales
B) retail sales
C) missionary sales
D) new-business sales
E) None of these are correct.
Q3) _____ refers to a salesperson's ability to adjust to situational circumstances.
A) Tenacity
B) Approachability
C) Adaptability
D) Optimism
E) Aptitude
Q4) List and briefly describe each step or phase in personal selling.
Q5) Discuss the advantages of pursuing a career in sales.
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