Digital Marketing Communication
Chapter Exam Questions
Course Introduction
Digital Marketing Communication explores the strategies and tools used by organizations to engage audiences through digital channels. This course examines key concepts such as integrated marketing communications, content creation, search engine optimization (SEO), social media campaigns, email marketing, mobile marketing, and analytics. Students will learn how to develop, implement, and evaluate digital marketing communication plans to effectively reach and influence target audiences. The course emphasizes the use of data-driven insights, ethical considerations, and adaptation to rapidly evolving digital environments to achieve organizational objectives.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem.What does this mean?
A) There is no solution to the problem.
B) It is difficult to define the problem.
C) There is no way of determining the mathematical optimum allocation among marcom elements.
D) There are solutions, but they are not acceptable.
E) There is no way to measure whether the solution chosen was the correct one.
Answer: C
Q2) The concept of media is relevant to all marcom tools.
A)True
B)False
Answer: True
Q3) All marketing communications should be _____.
A) directed to a particular target market
B) clearly positioned
C) created to achieve a specific objective
D) undertaken to accomplish the objective within budget constraints
E) All of these are correct.
Answer: E
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods.
A)True
B)False
Answer: True
Q2) Which of the following statements is FALSE regarding marketing-mix modeling?
A) In order to employ marketing-mix modeling, a relatively long series of longitudinal data (i.e., for a two-year period) is required.
B) Marketing-mix modeling employs well known statistical techniques (e.g., multivariate regression analysis) to estimate the effects that the various marcom elements have in driving sales volume.
C) Parameter estimates indicate the individual effects the various marcom elements have on sales.
D) Managers learn from such analysis which elements are outperforming others and can use this information to shift budgets from program element to element.
E) Once the model is estimated, results can be generalized to other situations.
Answer: E
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4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
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Sample Questions
Q1) Consumer satisfaction is the major determinant of repeat purchasing. A)True
B)False Answer: True
Q2) _____ patents offer protection for discovery of certain naturally occurring and previously uncultivated plants or for the breeding of novel plants.
A) Utility
B) Design
C) Plant
D) Copyright
E) Trademark Answer: C
Q3) The last step in the brand naming process is to register a trademark.
A)True
B)False
Answer: True
Q4) The first step of the brand naming process is to create candidate brand names. A)True
B)False Answer: False
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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Sample Questions
Q1) Green Seal is an eco-labeling program in _____.
A) Germany
B) Sweden
C) Japan
D) the United States
E) Finland
Q2) Costs of regulation include cost of complying,enforcement costs,and costs resulting from unintended side effects.
A)True
B)False
Q3) The way firms confront negative publicity has important strategic as well as ethical ramifications.
A)True
B)False
Q4) The regulation of the brewing and liquor industries is done by the _____.
A) Federal Trade Commission
B) Food and Drug Administration
C) Bureau of Alcohol, Tobacco, and Firearms
D) National Advertising Division
E) National Advertising Review Board
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Fundamental to the concept and practice of positioning is the idea of _____.
A) meaning
B) target marketing
C) signs
D) symbols
E) referents
Q2) Which is the largest minority group in the United States?
A) African Americans
B) Asian Americans
C) Jews
D) Hispanics
E) Muslim Americans
Q3) Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?
A) geographic distribution of consumers
B) age structure of the population
C) changing household composition
D) ethnic population developments
E) All of these are major demographic aspects.
Q4) Explain how marketers create meaning for a brand.
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Chapter 6: The Communication Process and Consumer Behavior
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Sample Questions
Q1) While shopping to purchase a new car,Anita narrows her alternatives to three cars.She compares each attribute-by-attribute,and then finally chooses the one car that has,on balance,the best overall mix of features.Her preferred car is inferior to the other cars on a couple of attributes,but Anita allowed the car's superior performance on the other attributes to make up for its disadvantages.What type of heuristic did she use?
A) compensatory heuristic
B) dual-coding heuristic
C) affect-referral strategy
D) noncompensatory heuristic
E) lexicographic model
Q2) The fundamental concept in semiotics is the sign.
A)True
B)False
Q3) The phrase "love is like a rose" is an example of a(n)_____.
A) simile
B) metaphor
C) allegory
D) nonsequitur
E) gerund
Page 8
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Q1) Involuntary attention requires little or no effort on the part of a receiver.
A)True
B)False
Q2) The three strategies for changing attitudes include influencing consumers' brand-related beliefs,influencing existing evaluations,and adding an entirely new outcome into how consumers judge brands in a product category.
A)True
B)False
Q3) Marketers can enhance consumers' motivation to attend to a message by _____.
A) increasing curiosity about the brand
B) repeating the ad on multiple occasions
C) employing verbal framing
D) appealing to hedonistic needs
E) using concretizations
Q4) In Pavlov's experiment,the bell was the _____.
A) conditioned stimulus
B) unconditioned stimulus
C) conditioned response
D) unconditioned response
E) None of these are correct.
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) The _____ function refers to the relationship between money invested in advertising and the response,or output,of that investment in terms of revenue generated.
A) sales response
B) advertising response
C) sales-to-advertising response
D) advertising-to-sales response
E) marcom response
Q2) The highest percentage of sales devoted to advertising is for the _____ industry.
A) watches and clocks
B) food products
C) miscellaneous publishing
D) agricultural chemicals
E) cleaners and polish preparations
Q3) The two broad type of marcom objectives are short-term and long-term.
A)True
B)False
Q4) Compare and contrast the concepts of "share of market (SOM)" and "share of voice (SOV)," and discuss the implications for advertising budgeting.
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Page 10
Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) Most of the major U.S.advertising agencies are located in _____.
A) Detroit
B) Chicago
C) Los Angeles
D) Dallas
E) New York City
Q2) PepsiCo's commercials that encourage people to purchase Mountain Dew is an example of creating _____ demand.
A) elastic
B) primary
C) secondary
D) derived
E) joint
Q3) Which of the following is a form of advertising agency compensation?
A) commissions from media
B) labor-based fee system
C) outcome-based programs
D) a and b only
E) a, b, and c
Q4) List and describe the five functions of advertising.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) The essence of a message and the reward to the consumer for investing his or her time attending an advertisement is known as a(n)_____.
A) value proposition
B) creative brief
C) appropriateness summary
D) uniqueness proposition
E) message summary
Q2) In the creative brief,the brand management team must clearly articulate the brand's _____.
A) price
B) benefits
C) features
D) meaning
E) distribution.
Q3) Which of the following is FALSE regarding effective advertising?
A) It must extend from sound marketing strategy.
B) Effective advertising must take the advertiser's view.
C) Advertising must find a unique way to break through the clutter.
D) Good advertising should never promise more than it can deliver.
E) Good advertising prevents the creative idea from overwhelming the strategy.
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) Habituation occurs when a stimulus becomes more familiar to people.
A)True
B)False
Q2) Assume that a magazine advertisement contains the word "SEX" airbrushed at various points in the advertisement.This graphic is visible,but cleverly hidden.This is an application of _____.
A) subliminal seduction
B) embedding
C) sensationalism
D) trick photography
E) Freudian messaging
Q3) 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
Q4) Under what conditions should comparative advertising be used?
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Chapter 12: Traditional Advertising Media
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Sample Questions
Q1) Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.
A) television
B) magazine
C) radio
D) newspaper
E) outdoor
Q2) 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
Q3) There are eight column widths in newspapers.
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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Q1) Research has found that click-through rates (CTRs)are a function of _____.
A) interactivity
B) brand familiarity
C) price
D) the amount of information
E) the color in the ad
Q2) Google's AdSense program enables advertisers to run ads on other websites.
A)True
B)False
Q3) One issue with marketers sending advertising messages to cell phones is that _____.
A) interference may cause noise in the communication process
B) recipients may immediately delete the item and hold negative feelings toward the advertiser
C) clutter is already a problem with this form of marketing communication
D) this form of marketing communication results in wasted coverage
E) the target audience for this form of marketing communication is too small to be cost effective
Q4) Compare and contrast the concepts of individualization and interactivity.
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Chapter 14: Social Media
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Sample Questions
Q1) Facebook ads can be targeted based on criteria like gender and network.
A)True
B)False
Q2) All of the following except _____ can be thought of as a social media platform.
A) Foursquare
B) Hulu
C) MySpace
D) YouTube
E) Vimeo
Q3) The average user on Facebook has 1,030 friends.
A)True
B)False
Q4) Traditional ad media includes all of the following forms of media except ____.
A) television
B) radio
C) smartphones
D) magazines
E) None of these are correct.
Q5) Explain the four general privacy principles and discuss the privacy policies of social media sites like Facebook given your knowledge of these principels.
Page 16
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Mediamark has developed a service to measure videogame audiences.
A)True
B)False
Q2) Which of the following is a reason for the subsiding growth rate of catalog marketing?
A) novelty of catalog scanning has worn off
B) increasing costs
C) consumer dissatisfaction
D) There are two reasons: increasing cost and the novelty of catalog scanning has worn off.
E) All of these are correct.
Q3) What factors have turned marketers to the widespread use of direct mail advertising?
Q4) One reason for the increased use of direct mail is the increased emphasis on measurable advertising results.
A)True
B)False
Q5) Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) According to the three-exposure hypothesis,it is best to use three different mediums to maximize advertising effectiveness.
A)True
B)False
Q2) Anita's is a local hair salon.During an established time frame,her target audience was exposed to three of her advertisements.The three represents _____.
A) gross rating point
B) spread
C) scope
D) reach
E) frequency
Q3) A recent change that has occurred in the advertising industry is the "unbundling" of media planning from creative services.
A)True
B)False
Q4) Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.
Q5) Explain why (or why not)the three-exposure hypothesis is a valid theory.
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Watchable ads often include continuous voiceovers.
A)True
B)False
Q2) Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things?
A) metaphor
B) hypnosis
C) means-end chain
D) laddering
E) analogy
Q3) A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.
A)True
B)False
Q4) List and describe the four major conclusions that have been derived from research about television advertising.
Q5) Compare and contrast qualitative and quantitative message research.
Q6) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Which of the following is NOT true regarding slotting allowances?
A) They are a form of bribery.
B) In certain respects, they are a legitimate cost of doing business.
C) They are an entry fee for getting a new brand into a grocery chain's distribution center.
D) They are also called stocking allowances or street money.
E) Fees are consistent across retailers.
Q2) Slotting allowances are a mechanism used by manufacturers to exploit the competition among retailers.
A)True
B)False
Q3) A reason for the growth of sales promotion is _____.
A) the increase in power for the manufacturers over the grocery stores
B) decreased brand parity and price sensitivity
C) increased brand loyalty
D) increased media effectiveness
E) emphasis on short-term results in corporate-reward structures
Q4) What changes have taken place with respect to accounting rules related to sales promotions and why are they significant?
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Q5) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Q1) Sarah likes to save money using coupons.On one shopping trip,she used a coupon that allowed her to receive one dollar off of the purchase price of a 16 ounce container of body lotion.However,she purchased a 10 ounce container of this lotion,and the cashier did not notice the difference.This is an example of coupon _____.
A) misredemption
B) abuse
C) fraud
D) misuse
E) failure
Q2) It is estimated that online sampling costs are _____ sampling in stores or at special events.
A) three times greater than
B) two times greater than
C) three times less than
D) two times less than
E) the same as
Q3) Coupons are the premier sales-promotion device for generating trial usage.
A)True
B)False
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Price-offs cannot reverse a downward sales trend.
A)True
B)False
Q2) Price-off promotions are also called price perks.
A)True
B)False
Q3) Which of the following are sometimes used as an alternative to price-off deals when price-off deals are either overused or resisted by the trade?
A) coupons
B) rebates
C) add-ons
D) premiums
E) bonus packs
Q4) Which of the following is NOT a step in evaluating sales promotion ideas?
A) identify the objectives
B) achieve agreement
C) evaluation system
D) identify the budget
E) None of these are correct.
Q5) Compare and contrast price-off promotions and bonus packs.
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Q1) Executive-statement releases are typically published in the business section of a publication.
A)True
B)False
Q2) Reactive marketing public relations deals typically with changes that have negative consequences for an organization.
A)True
B)False
Q3) Public relations efforts should not be aimed at employees.
A)True
B)False
Q4) Name and describe the tools that are available to a public relations director when using proactive marketing public relations.
Q5) Feature articles are expensive to prepare.
A)True
B)False
Q6) Explain what ambush marketing is,and discuss the ethical implications of this practice.
Page 23
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Q1) What does one outdoor gross rating point (GRP)mean?
A) reaching 1 percent of the population in a particular market a single time
B) reaching 1 percent of the population 100 percent of the time
C) reaching 10 percent of the population in a particular market a single time
D) reaching 100 percent of the population in a particular market a single time
E) reaching 100 percent of the population in a particular market 100 percent of the time
Q2) Which of the following is NOT a category of POP materials as classified by industry officials?
A) permanent displays
B) semipermanent displays
C) temporary displays
D) in-store media
E) on-premise signage
Q3) A package made of wood conveys feelings of prestige.
A)True
B)False
Q4) Informing consumers is point-of-purchase's most basic communications function.
A)True
B)False
Page 24
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Chapter 23: Personal Selling
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Q1) The most important characteristic of effective salespeople today is being able to convince customers with the hard sell.
A)True B)False
Q2) In the modern selling practice,getting the order is the critical step in the selling process.
A)True B)False
Q3) Salespeople can sometimes accomplish the closing phase of personal selling by simply _____ the prospect.
A) following
B) asking
C) tricking
D) reminding
E) complimenting
Q4) Discuss the advantages of pursuing a career in sales.
Q5) Personal selling does not need to be person-to-person to be effective.
A)True B)False
Q6) List and briefly describe each step or phase in personal selling.
Page 25
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