Communication Strategy
Practice Questions
Course Introduction
Communication Strategy explores the principles and practices of designing effective communication plans for both internal and external stakeholders in various organizational contexts. The course covers elements such as audience analysis, message development, media selection, and measurement of outcomes. Students will engage with case studies and real-world scenarios to understand how strategic communication can shape public perception, drive organizational goals, and manage crises. By the end of the course, learners will be equipped with practical tools to craft, implement, and evaluate comprehensive communication strategies across multiple platforms.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) Many marketing experts believe that the advancement of the internet and information technology has caused a shift in channel power:
A)from producers to wholesalers.
B)away from manufacturers.
C)from retailers to wholesalers.
D)to consumers.
Answer: D
Q2) Marketing account executives are facing increasing pressures related to:
A)accountability.
B)affordability.
C)accessibility.
D)applicability.
Answer: A
Q3) Brand parity is the:
A)perception that there are no real differences between major brands.
B)feeling that most advertising is false.
C)belief that all advertisers say essentially the same thing.
D)idea that brands are distinct and easy to identify.
Answer: A
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Page 3
Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a:
A)brand extension.
B)ingredient brand.
C)flanker brand.
D)co-brand.
Answer: C
Q2) Feeling good after making a purchase from a company with a strong and positive image is an example of:
A)an impulse buy.
B)psychological reinforcement.
C)cognitive dissonance.
D)brand metrics.
Answer: B
Q3) Packaging should meet the needs of consumers for speed, convenience, and portability.
A)True
B)False
Answer: True
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) The level of involvement a consumer displays during the external information search process is determined by such factors as cost and the product's importance.
A)True
B)False
Answer: True
Q2) A low-price, low-involvement purchase is likely to begin with which component of an attitude?
A)Affective
B)Cognitive
C)Conative
D)Value
Answer: C
Q3) In the business buying center, buyers are given formal responsibility for making the purchase while deciders are the individuals who authorize those decisions.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The Imc Planning Process
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213 Flashcards
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Sample Questions
Q1) Demographics, or population characteristics, can be used to identify market segments.
A)True
B)False
Q2) Stetson cologne has been positioned using a tough, cowboy image, which is an example of product positioning by:
A)product user.
B)product class.
C)use or application.
D)cultural symbol.
Q3) Market segments should be internally:
A)heterogeneous.
B)qualitative.
C)unique.
D)homogeneous.
Q4) Using another brand to establish product position is which form of positioning?
A)Product attributes
B)Competitors
C)Use or application
D)Price-quality relationship
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample
Questions
Q1) The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.
A)True
B)False
Q2) A brand that is both top-of-mind and top-choice reflects:
A)a high degree of brand parity.
B)a high level of brand equity.
C)brand availability.
D)distinct private branding.
Q3) A key component of building brand image and brand equity is developing brand awareness.
A)True
B)False
Q4) If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company:
A)is spending too much money on creative work.
B)should continue using an external advertising agency.
C)should discontinue using an external agency and perform the work in-house.
D)is spending too much money on media buys.
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample Questions
Q1) In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55 percent, said advertisements were somewhat or very interesting.
A)True
B)False
Q2) Britney really liked the advertisement by Saturn that featured an elementary school teacher, primarily because Britney is also an elementary school teacher. This identification with the spokesperson by Britney is an example of the concept of:
A)attractiveness.
B)similarity.
C)likeability.
D)trustworthiness.
Q3) When using the hierarchy of effects model to develop knowledge for a product or brand, which would be the best message strategy?
A)Affective
B)Cognitive
C)Conative
D)Corporate
Q4) What roles can music play in advertisements?
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Page 8
Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) Continuity is the exposure pattern or schedule used in an advertising campaign.
A)True
B)False
Q2) Successful marketing involves identifying target markets and the right media to reach the members of those markets.
A)True
B)False
Q3) The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.
A)True
B)False
Q4) Identify the components of a media plan.
Q5) Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?
A)A continuous campaign
B)Gross impressions
C)A pulsating campaign
D)A flighting (or discontinuous)campaign
Q6) Describe the three-exposure hypothesis and the nature of intrusion value.
Page 9
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) Sponsored content produces significantly better results than a brand having its own branded content.
A)True
B)False
Q2) For email campaigns, web analytics is the process of analyzing each of the following except:
A)where consumers went on a brand's website.
B)what consumers did within the website.
C)how the individual feels about the website.
D)what other sites were visited by the individual.
Q3) Value-added incentives are designed to:
A)attract attention.
B)provide shipment information.
C)change purchasing habits over the long term.
D)change short-term buying decisions.
Q4) According to BizRateResearch, the most popular online promotion is a price-off offer.
A)True
B)False
Q5) What is location-based advertising? Describe the various types.
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of:
A)a value-added incentive.
B)a financial incentive.
C)creating a brand advocate.
D)a contest.
Q2) The primary reasons consumers follow a brand is to keep up with the brand's activities and to receive special deals or take part in a contest or sweepstake.
A)True
B)False
Q3) What three types of interactive blogs do company marketers use?
Q4) Functions of social listening include each of the following except:
A)identify brand advocates.
B)predict trends.
C)improve search rankings on search engines.
D)detect problems with the product.
Q5) Give a broad overview of Facebook and its appeal to marketers.
Q6) Identify the major categories of social networks and describe each.
Page 11
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Companies can enhance a brand community spirit in all of the following ways except:
A)create member benefits to encourage new customers to join the group.
B)offer group members discounts on company merchandise.
C)provide materials to the group that are not available anywhere else.
D)involve firm employees in the group.
Q2) Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of: A)traditional advertising.
B)lifestyle marketing.
C)advocate programs.
D)buzz marketing.
Q3) Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.
A)True
B)False
Q4) Describe branded entertainment.
Q5) Identify the forms of video game advertising.
Q6) Describe a product placement.
12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) In a frequency program, research indicates the best method is to provide rewards:
A)only when requested.
B)to every person.
C)using a fixed ratio schedule.
D)using a variable ratio schedule.
Q2) When promotional materials are only sent to customers who have given their approval, the program is called:
A)direct mail.
B)internet marketing.
C)permission marketing.
D)a frequency program.
Q3) To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:
A)empowerment.
B)reciprocity.
C)loyalty.
D)satisfaction.
Q4) Describe the four types of referral marketing.
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Chapter 12: Sales Promotions
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Sample Questions
Q1) A toy placed inside a box of cereal is an example of a(n):
A)bonus pack.
B)in-package premium.
C)store premium.
D)self-liquidating premium.
Q2) A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:
A)alliance of capital.
B)cooperative merchandising agreement.
C)venture agreement.
D)sales promotion.
Q3) A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.
A)True
B)False
Q4) What benefits are associated with price-offs?
Q5) Diversion is purchasing extra inventory while it is on-deal and shipping it to other locations where it is off-deal.
A)True
B)False
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Chapter 13: Public Relations and Sponsorship Programs
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211 Flashcards
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Sample Questions
Q1) Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:
A)sponsorship marketing.
B)event marketing.
C)cause-related marketing.
D)an ineffective contact point.
Q2) In a marketing communications and impact on brand image there is "no such thing as bad publicity."
A)True
B)False
Q3) Damage control is:
A)almost always effective.
B)reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press.
C)a public relations program designed to reach every purchasing group.
D)not always advertised or promoted by companies involved.
Q4) Cause-related marketing is an internal program working with company employees.
A)True
B)False
Q5) What is green marketing and what approaches can a firm use in green marketing?
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) When marketing products to other businesses through personal selling or trade shows, one ethical issue that arises is in regard to the use of gifts and or/bribes.
A)True
B)False
Q2) The term whistle-blower is used to describe an individual who is willing to go public with charges about an organization that is doing something illegal or unethical.
A)True
B)False
Q3) In the past, attorneys, physicians, and dentists did not advertise for fear of negative reactions by patients and clients.
A)True
B)False
Q4) Identify the five major federal government agencies that deal with some aspect of marketing as its primary responsibility.
Q5) Identify the typical steps in a Federal Trade Commission (FTC)investigation sequence from the initial complaint to a decision that is appealed to the Supreme Court.
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) Currently, the number one way companies measure the impact of online advertising is:
A)click-throughs.
B)sales.
C)lead generations.
D)response rates.
Q2) Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:
A)a delayed impact of the ad.
B)consumers changing their minds while in the store.
C)the consumer price index changes.
D)brand equity considerations.
Q3) The principles of position advertising copytesting (PACT)state that testing procedures should be relevant to advertising objectives.
A)True
B)False
Q4) PACT stands for position advertising copytesting.
A)True
B)False
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