Integrated Marketing Communications
Final Exam Questions
Course Introduction
Integrated Marketing Communications explores the strategic role of coordinating various marketing channels and communication tools to deliver a unified and persuasive brand message to consumers. This course covers the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling into a cohesive marketing plan. Students will learn how to analyze target audiences, select appropriate communication platforms, craft consistent messaging, and measure the effectiveness of campaigns, all while considering the dynamic landscape of contemporary marketing environments. Through case studies, practical projects, and theoretical frameworks, students will develop the skills necessary to create and implement effective integrated marketing communication strategies for organizations of all sizes.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) Compare and contrast the terms promotion and marketing communications,and list the primary tools of marketing communications.
Answer: The "4P" characterization of marketing has led to widespread use of the term promotion for describing communications with prospects and customers.However,the term marketing communications is preferred by most marketing practitioners as well as many educators and is the term used to refer to the collection of advertising,sales promotion,public relations,event marketing,and other communication devices; comparatively,the text uses the term promotions as a shorthand reference to sales promotions.The primary tools of marketing communications include media advertising (e.g.,TV,radio,magazines,newspapers),direct response and interactive advertising (e.g.,direct mail,telephone solicitation,online advertising),place advertising (e.g.,billboards and bulletins,posters,transit ads,cinema ads),store signage and point-of-purchase advertising (e.g.,external store signs,in-store shelf signs,shopping cart ads,in-store radio and TV),trade- and consumer-oriented promotions (e.g.,trade deals and buying allowances,display and advertising allowances,trade shows,cooperative advertising,samples,coupons,premiums,refunds/rebates,contests/sweepstakes,promoti onal games,bonus packs,price-off deals),and event marketing and sponsorships (e.g.,sponsorship of sporting events,arts,fairs,festivals,and causes).
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Brand image is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.
A)True
B)False
Answer: False
Q2) A _____ is a name,term,sign,symbol,or design,or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competition.
A) trademark
B) market
C) tradename
D) brand
E) guarantee
Answer: D
Q3) Enhancing brand equity is a means of moving customers to favorable action toward the brand.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
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Sample Questions
Q1) Which of the following is NOT a step of the brand naming process?
A) register trademark
B) specify objectives for the brand name
C) evaluate candidate names
D) determine communication priorities
E) create candidate brand names
Answer: D
Q2) The four variables that influence the awareness class include free samples,coupons,advertising,and price.
A)True
B)False
Answer: False
Q3) Brand names have been described as _____ that activate images in target audiences' collective minds.
A) cerebral switches
B) silent salespersons
C) consumer cues
D) fact facilitators
E) sensation transferers.
Answer: A
Page 5
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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Sample Questions
Q1) In which country has advertising self-regulation flourished?
A) Canada
B) France
C) United States
D) United Kingdom
E) All of these are correct.
Q2) The criteria used to evaluate whether a business act is unfair involves the consideration of whether the act _____.
A) causes substantial injury to consumers, competitors, or other businesses
B) offends public policy as it has been established by statutes
C) is immoral, unethical, oppressive, or unscrupulous
D) a and b only
E) a, b, and c
Q3) _____ is the most important ethical issue that is unique to the online medium.
A) Privacy
B) Slotting fees
C) Negative publicity
D) Piracy
E) Short filling
Q4) Discuss three ethical issues in advertising.
Page 6
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) A positioning statement that reflects a brand's competitive advantage but does not motivate consumers to action _____.
A) is a winner
B) is a loser
C) promotes competitors
D) is "swimming up the river"
E) is adequate
Q2) Non-family households constitute nearly one-third of all households.
A)True
B)False
Q3) The best predictor of one's future behavior is his or her past behavior.
A)True
B)False
Q4) In the PRIZMNE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.
A)True
B)False
Q5) 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) The term comprehension is often used interchangeably with perception; both terms refer to _____.
A) interpretation
B) integration
C) association
D) adaption
E) knowledge
Q2) With the affect referral strategy,the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.
A)True
B)False
Q3) 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
Q4) Interference and distortion in the communication process is called noise.
A)True
B)False
Page 8
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) As part of the socialization process in all cultures,people acquire a _____.
A) norm of engagement
B) norm of reciprocity
C) norm of awareness
D) norm of cognition
E) norm of complacency
Q2) The influence tactic that is based on the principle that things become more desirable when they are in great demand but short supply is known as _____.
A) liking
B) scarcity
C) social proof
D) commitment and consistency
E) reciprocation
Q3) Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.
A)True
B)False
Q4) Explain how the concept of click-whirr behavior applies to consumers.
Q5) Explain why physical attractiveness and similarity are important.
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.
A) advertising and packaging
B) p-o-p displays and brand naming
C) personal selling and trade-oriented advertising
D) word-of-mouth and event sponsorship
E) cause-oriented marketing and public relations
Q2) Assume that the total advertising expenditures for shoe manufacturers is $828 million and Nike spends $207 million.Nike's _____ would be 25 percent.
A) share of market
B) share of objectives
C) share of voice
D) share of goals
E) share of stage
Q3) Of all the marcom tools,sales promotion generally is the most effective and efficient method for quickly creating brand awareness.
A)True
B)False
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) Account executives are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.
A)True
B)False
Q2) One function of advertising is to increase brand salience,which means enriching the memory trace for a brand such that the brand comes to mind in relevant choice situations.
A)True
B)False
Q3) Over half of world-wide ad spending takes place in which country?
A) United States
B) Canada
C) China
D) Germany
E) Japan
Q4) Advertising has not been demonstrated to influence brand switching.
A)True
B)False
Q5) Describe the advertising management process from the advertiser's perspective.
Page 11
Q6) 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) In the creative brief,the brand management team must clearly articulate the brand's
A) price
B) benefits
C) features
D) meaning
E) distribution.
Q2) Functionally-oriented advertising appeals to consumers' needs for tangible,physical,concrete benefits.
A)True
B)False
Q3) Which of the following is a feature of creative ads?
A) novelty
B) appropriateness
C) intensity
D) a and b only
E) a, b, and c
Q4) Creative ads share two features: originality and appropriateness.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) Humorous advertisements generally involve the use of incongruity resolution.
A)True
B)False
Q2) Under what conditions should comparative advertising be used?
Q3) Humor can detract from or enhance the message content of an advertisement.
A)True
B)False
Q4) Expertise refers to the knowledge,experience,or skills possessed by an endorser as they relate to the communications topic.
A)True
B)False
Q5) The effectiveness of sexual content depends on _____.
A) the appropriateness of it to the advertised subject matter
B) the extent to which the product is liked or disliked
C) its use with fear and guilt
D) the credibility of the celebrity endorser
E) All of these are correct.
Q6) Sexist ads use sexual imagery or suggestiveness.
A)True
B)False
Page 13
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Chapter 12: Traditional Advertising Media
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Sample Questions
Q1) The National Advertising Bureau has made great strides toward facilitating the purchase of radio time by national advertisers.
A)True
B)False
Q2) Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?
A) Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines.
B) Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines.
C) Magazines that are available in public locations (i.e., doctors' offices, beauty salons) are read by numerous people and not just the subscriber.
D) Individual magazines subscribers share issues with other people.
E) All of these are correct.
Q3) Compare and contrast network,spot,syndicated,cable,and local advertising on television.
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Chapter 13: Online and Mobile Advertising
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Q1) The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.
A)True
B)False
Q2) Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.
A)True
B)False
Q3) _____ represent(s)the percentage of people who are exposed to an Internet-delivered ad that actually clicked their mouse on it.
A) Click-through rates (CTR)
B) Cost per thousand (CPM)
C) Cost per action (CPA)
D) Opportunity to see (OTS)
E) Search engine assessment (SEA)
Q4) The CPM metric is a simple way to measure an Internet ad's effectiveness.
A)True
B)False
Q5) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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Sample Questions
Q1) comScore offers audience measurement statistics through a panel and includes brand impressions and the weight of brand campaigns.
A)True
B)False
Q2) Traditional media production is paid with government or private funds while social media production may not need be paid at all.
A)True
B)False
Q3) Dropbox can be classified as a _____.
A) social network
B) microblog
C) aggregator
D) document manager
E) livecast
Q4) Facebook ads can be targeted based on criteria like gender and network.
A)True
B)False
Q5) Explain three of the five points of comparison between traditional and social media.
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Research shows that users of yellow pages tend to be ____ years-old.
A) 15-to-19
B) 19-to-25
C) 25-to-49
D) 30-to-49
E) 40-to-49
Q2) Which of the following is NOT a distinctive feature of direct mail?
A) targetability
B) measurability
C) accountability
D) flexibility
E) expandability
Q3) Advertising that appears as part of a video game is known as _____.
A) interactive advertising
B) advertising integration
C) adver-gaming
D) interactive gaming
E) electronic advertising
Q4) What factors have turned marketers to the widespread use of direct mail advertising?
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) 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
Q2) If the media schedule for a brand yields 210 gross rating points and reaches 70 percent of the market,the frequency would be 3.
A)True
B)False
Q3) The time frame used by the majority of media planners for measuring reach is usually two weeks.
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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Q1) _____ is the Starch classification that consists of the percentage of people interviewed who not only noted the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.
A) Noted
B) Associated
C) Read some
D) Read most
E) Influenced
Q2) Which of the following statement regarding the watchability of a commercial is FALSE?
A) Ads that are funny are much more likely to be watchable.
B) Watchable ads include continuous voiceovers over 80 percent of the time.
C) Music is featured prominently in slightly over 50 percent of commercials that are classified as watchable.
D) Watchable ads use celebrities considerably more often than do ordinary ads.
E) Commercials that include children or animals tend to be more watchable.
Q3) 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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Q1) Diverting occurs when a manufacturer makes a deal available nationally.
A)True
B)False
Q2) The use of scanning technology is critical to the implementation of a pay-for-performance program.
A)True
B)False
Q3) Researchers have determined that loading consumers,by offering deal-oriented promotions,does increase consumers' product usage,especially when _____.
A) usage-related thoughts about a product are vivid in a consumer's memory
B) the sales promotion has been used for a considerable amount of time
C) competitive products are not on deal
D) the promotion is for a durable good
E) the promotion includes a contest
Q4) Everyday low pricing (M)is a form of pricing whereby a manufacturer lowers the price at the end of every month.
A)True
B)False
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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) Which of the following is an advantage of in- and on-pack coupons?
A) increased trade interest due to the nature of the offer
B) immediate value to consumers
C) can reach nonusers of the brand
D) virtually no distribution costs
E) low bounce-back value
Q2) More coupons are distributed in the United States than elsewhere.
A)True
B)False
Q3) Consumers who use sales promotions receive various utilitarian and hedonic benefits.
A)True
B)False
Q4) The major method for distributing coupons in the United States is _____.
A) free standing inserts
B) scanner-delivered
C) mail-delivered
D) media-delivered
E) in-pack
Q5) Explain how to calculate the return on investment for a sampling investment.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase.
A)True
B)False
Q2) Brian owns seven gourmet food stores.He has offered a coupon,a premium,and a sweepstake all in one single promotional effort.Brian has implemented a(n)_____.
A) promotion mix
B) tie-in
C) cooperative program
D) integrated program
E) overlay
Q3) The ABC Company usually sells a package of ten razor blades for $9.00.When the company offers a package of twelve razor blades for $9.00,they are offering a _____.
A) self-liquidating offer
B) bonus pack
C) price-off promotion
D) rebate
E) sample
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Q1) Commercial rumors are widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.
A)True
B)False
Q2) A(n)_____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.
A) corporate denial
B) internal investigation
C) stockholder meeting
D) call to the corporate lawyer
E) corporate response
Q3) A product release may be aired on television networks.
A)True
B)False
Q4) Reactive marketing public relations describes the conduct of public relations in response to internal influences.
A)True
B)False
Page 23
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Q1) Which of the following is a strength of billboard advertising?
A) broad reach and high frequency levels
B) geographic flexibility
C) low cost per thousand
D) substantial brand identification
E) All of these are correct.
Q2) Packaging performs a major brand-equity role by creating or fortifying brand awareness.
A)True
B)False
Q3) First and foremost,POP displays must satisfy the needs of the manufacturer.
A)True
B)False
Q4) Temporary POP displays have an intended lifespan up to six months,while permanent displays are intended for use for more than six months.
A)True
B)False
Q5) High cost per thousand is a disadvantage of outdoor advertising. A)True B)False
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Chapter 23: Personal Selling
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Q1) Which type of question used during the sales presentation phase asks about difficulties and challenges the prospect may be experiencing?
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q2) In a sales presentation,Jerry asks the prospect,"What software application are you using to create invoices for your customers"? Jerry is using a _____ question in the SPIN method.
A) situation questions
B) problem questions
C) implication questions
D) need-payoff questions
E) financing questions
Q3) Respect is the foundation of Japanese selling.
A)True
B)False
Q4) Describe the differences between antiquated selling and modern selling.
Q5) Explain five of the selling activities which may be managed by a salesperson.
Page 25
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