Integrated Marketing Communications
Midterm Exam
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools such as advertising, public relations, direct marketing, social media, and sales promotion to create a cohesive and impactful brand message. The course examines how organizations develop and implement unified communication strategies to reach target audiences across multiple channels, ensuring consistency and synergy in their marketing efforts. Students will analyze real-world case studies, learn current best practices, and develop practical skills in planning, executing, and evaluating integrated marketing campaigns.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
Available Study Resources on Quizplus
22 Chapters
2396 Verified Questions
2396 Flashcards
Source URL: https://quizplus.com/study-set/2049
Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/40789
Sample Questions
Q1) Which of the following is NOT a characteristic of advertising as a form of promotion?
A)low cost per contact
B)the ability to create images for brands
C)the ability to reach large audiences with the advertising message
D)immediate feedback and capability to close sales.
E)the use of mass media
Answer: D
Q2) _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity,consistency,and maximum impact.
A)The marketing concept
B)The promotional mix concept
C)The exchange concept
D)Integrated marketing communications
E)Promotional planning
Answer: D
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: The Role of Imc in the Marketing Process
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40788
Sample Questions
Q1) Competitive advantage can be achieved through:
A)quality products that command a premium price
B)excellent advertising that creates and maintains product differentiation
C)low production costs and low prices
D)strong channels of distribution
E)all of the above.
Answer: E
Q2) Isopure positions itself as a zero-carb muscle recovery drink.Isopure is using a _______________________ positioning strategy.
A)product class
B)product attributes and benefits
C)price/quality
D)competitor
E)cultural symbol
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40787
Sample Questions
Q1) Lack of long-term objectivity,flexibility and creativity are a few of the reasons why a company might move away from:
A)a decentralized marketing system
B)an in-house agency
C)the use of full-service advertising agencies
D)a centralized marketing system
E)the use of creative boutiques
Answer: B
Q2) Direct-response agencies:
A)manage premium and incentive offers
B)specialize in the development of Web sites
C)engage in crisis management
D)manage clients' databases
E)do all of the above
Answer: D
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Perspectives on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/40786
Sample Questions
Q1) Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?
A)Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension.
B)Dissatisfied customers are unlikely to repurchase the marketer's product.
C)Consumers often seek out information to confirm the wisdom of their choice.
D)Dissatisfied customers are likely to be a source of negative word-of-mouth information.
E)All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage.
Q2) _____ are groups or segments in a society that possess similar beliefs,values,norms and patterns of behavior that set them apart from the larger mainstream.
A)Demographic groups
B)Subcultures
C)Neighborhoods
D)Social classes
E)Reference groups
To view all questions and flashcards with answers, click on the resource link above.
6
Chapter 5: The Communication Process
Available Study Resources on Quizplus for this Chatper
132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40785
Sample Questions
Q1) Putting thoughts,ideas or information together in symbolic form is called:
A)encoding
B)deciphering
C)shaping
D)flighting
E)decoding
Q2) _____ is the process of interpreting a sender's message into thought.
A)Decoding
B)Encoding
C)Channeling
D)Responding
E)Transmitting
Q3) The _____ model involves selective learning,whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Source,message,and Channel Factors
Available Study Resources on Quizplus for this Chatper
133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40784
Sample Questions
Q1) A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:
A)expertise
B)trustworthiness
C)attractiveness
D)power
E)yielding
Q2) McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?
A)Companies should choose celebrities with stopping power as endorsers.
B)Companies should use physically attractive celebrities to endorse their products.
C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
D)The image of a celebrity comes primarily from the products she or he endorses.
E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.
To view all questions and flashcards with answers, click on the resource link above.
8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40783
Sample Questions
Q1) _____ is the difference between total revenue generated by a brand and its total variable costs.
A)Contribution margin
B)Aggregated cost
C)Promotional result
D)Net worth
E)Return on investment
Q2) _____ objectives are types of objectives that are usually stated in terms of specific,measurable outcomes such as sales volume,market share,or return on investment.
A)Sales
B)Marketing
C)Communication
D)Advertising
E)Organizational
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 8: Creative Strategy: Planning and Development
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40782
Sample Questions
Q1) The ideas of Malcom Gladwell in Blink: The Power of Thinking Without Thinking,suggest that many unique insights that drive innovation and great advertising campaigns are NOT gained through:
A)focus groups
B)surveys
C)sampling
D)traditional market research techniques
E)all of the above
Q2) An advertising campaign may last for only a short time period:
A)because of changing consumer trends
B)due to an ineffective campaign theme
C)because competitors develop similar products and remove the product's competitive advantage
D)because market conditions change,and a new campaign is needed
E)due to of any of the above reasons
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40781
Sample Questions
Q1) The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years,thereby creating:
A)advertising appeal
B)creative plan
C)marketing plan
D)sales approach
E)sales presentation
Q2) The function of a headline in a print ad is to:
A)attract readers' attention
B)make readers interested in reading the body copy of a print message
C)perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service
D)put forth the main theme,appeal,or proposition of the ad in a few words
E)do all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Media Planning and Strategy
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40780
Sample Questions
Q1) Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?
A)one that emphasizes frequency rather than reach
B)one that emphasizes reach rather than frequency
C)one that balances reach and frequency
D)one that uses a high cost per thousand approach
E)one that allows continuous communication
Q2) A company has a limited promotional budget.The target market is highly concentrated and has already been shown to have high awareness and interest in the project.The goal of the promotional strategy should be to:
A)maximize coverage
B)maximize reach
C)increase frequency
D)sacrifice frequency for improved reach
E)do none of the above
To view all questions and flashcards with answers, click on the resource link above.
12
Chapter 11: Evaluation of Broadcast Media
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/40779
Sample Questions
Q1) Which of the following statements describes a limitation associated with the use of radio as an advertising medium?
A)Many car radio listeners change stations during commercials breaks.
B)Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter.
C)There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences.
D)The high number of stations in most markets means there is a great deal of audience fragmentation.
E)All of the above are limitations of radio as an advertising medium.
Q2) Compared to television,radio has:
A)fewer segmentation opportunities
B)longer buyer lead times for preparing and placing ads
C)greater reach and lower frequency opportunities with individual stations
D)more national network advertising
E)more of a local flavor
To view all questions and flashcards with answers, click on the resource link above.
13
Chapter 12: Evaluation of Print Media
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/40778
Sample Questions
Q1) Which of the following statements about clutter in magazine advertising is true?
A)Clutter is not really a problem at all in magazine advertising.
B)Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem.
C)The clutter problem for a magazine increases as they become more successful since they attract more ad pages.
D)Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve.
E)Clutter is a more serious issue for magazines than it is for either television or radio.
Q2) _____ is the number of magazine copies distributed to original subscribers or purchasers.
A)Primary circulation
B)Total circulation
C)Primary readership
D)Guaranteed circulation
E)Basic readership
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Support Media
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40777
Sample Questions
Q1) Which of the following statements about outdoor advertising is true?
A)The number of billboards for outdoor advertising has been increasing.
B)Outdoor advertising does not have a negative image problem as do some other types of advertising.
C)Outdoor advertising is typically used by national companies like Kraft and IBM.
D)Outdoor advertising is the only form of advertising that is not regulated by national legislation.
E)Outdoor advertising is a pervasive medium.
Q2) The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera,All My Children,is an example of:
A)product placement
B)specialty advertising
C)promotional products marketing
D)free-form marketing
E)transactional advertising
To view all questions and flashcards with answers, click on the resource link above.
15
Chapter 14: Direct Marketing
Available Study Resources on Quizplus for this Chatper
66 Verified Questions
66 Flashcards
Source URL: https://quizplus.com/quiz/40776
Sample Questions
Q1) _____ is a measure of cost effectiveness of advertising employed by direct marketers.
A)Cost per thousand
B)Cost per ratings point
C)Cost per order
D)frequency and reach
E)Breakeven point
Q2) Databases are used:
A)to improve the selection of market segments
B)to assist in the stimulation of repeat purchases
C)to create transactional sales
D)as the foundation from which direct marketing programs evolve
E)in all of the above ways
Q3) The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:
A)cross-selling
B)renewal marketing
C)an unethical business practice
D)membership-based marketing
E)remarketing
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: The Internet and Interactive Media
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/40775
Sample Questions
Q1) Advertisers which target consumers based on the website-surfing patterns are using:
A)behavioral targeting
B)advertising allowance analysis
C)rich media marketing
D)video substitution selection
E)contextual advertising
Q2) Which of the following statements about the role of the Web site is true?
A)Web sites are only used to disseminate information.
B)A Web site is the place where a provider makes information available to users of the C)Internet.
D)The maintenance of a Web site requires very little time and effort.
E)Other media cannot be integrated with the Web site.
F)Making a Web site work and having one work successfully is the same thing.
To view all questions and flashcards with answers, click on the resource link above.
17
Chapter 16: Sales Promotion
Available Study Resources on Quizplus for this Chatper
161 Verified Questions
161 Flashcards
Source URL: https://quizplus.com/quiz/40774
Sample Questions
Q1) The oldest,most widely used,and most effective sales promotion tool is:
A)cents-off coupons
B)sampling
C)rebates
D)event sponsorship
E)bonus packs
Q2) Which of the following elements of the integrated marketing communications programs is designed to provide an extra incentive to consumers to purchase a brand?
A)advertising
B)direct mail
C)public relations
D)price
E)sales promotion
Q3) Frequency programs:
A)are also called continuity programs
B)have become popular with supermarkets
C)are also called loyalty programs
D)give marketers the opportunity to develop databases
E)are accurately described by all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40773
Sample Questions
Q1) Which of the following is a technique used to measure the effectiveness of corporate advertising?
A)attitude surveys
B)split run tests
C)experiential marketing research
D)computer simulations
E)all of the above
Q2) Automobile manufacturers Audi,Isuzu,and Suzuki have all experienced serious sales declines as a result of negative publicity.Publicity has such a powerful communications effect due to:
A)its perceived credibility
B)its lack of clutter
C)its "news worthiness"
D)its ability to create an image
E)all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 19
Chapter 18: Personal Selling
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/40772
Sample Questions
Q1) Which of the following statements describes how advertising can benefit salespeople?
A)Ads can be used to ward off low-priced competitors.
B)Consistent advertising helps build brand preference.
C)Ads can reinforce the selling points made during sales presentations.
D)The printed word adds credibility to the salespersons' verbal claim.
E)All of the above statements describe how advertising can benefit salespeople.
Q2) What does it mean when salespeople are described as having poor reach?
A)They engage in too much waste coverage.
B)They lack product knowledge needed to close the sale.
C)They are unable to expose everyone in the target market to their sales message.
D)Wearout commonly occurs when salespeople make more than three sales calls on the same prospect.
E)The cost per exposure to the sales message is high.
To view all questions and flashcards with answers, click on the resource link above.
20
Chapter 19: Measuring the Effectiveness of the Promotional Program
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/40771
Sample Questions
Q1) Marketers should assess advertising effectiveness measures in order to:
A)avoid costly mistakes
B)evaluate alternative strategies
C)increase the effectiveness of advertising
D)improve the likelihood of success of the ads
E)do all of the above
Q2) The Heart-wear example shows:
A)the value of measuring the effectiveness of various IMC efforts.
B)how a small firm can increase its advertising budget
C)magazine advertising is no longer effective
D)the coordination of Internet advertising with targeted billboard advertising
E)all of the above
Q3) The most commonly employed method for post testing print ads is:
A)the recognition method
B)focus groups
C)theater testing
D)inquiry testing
E)consumer juries
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: International Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40770
Sample Questions
Q1) Which of the following types of marketing information would be most difficult to find in foreign markets,especially in developing countries?
A)demographic characteristics
B)information on economic conditions
C)information on cultural norms and values
D)information on consumers' product usage,brand attitudes and media preferences and usage
E)information on population size and characteristics
Q2) The only South American country where Coca-Cola is not the market leader is Peru where local tastes prefer Inca Kola.Inca Kola is golden yellow in color and tastes like banana-flavored bubble gum.Which environmental factor is most responsible for the fact Coca-Cola does not sell well in Peru?
A)economic
B)demographic
C)political
D)cultural
E)infrastructure
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Regulation of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40769
Sample Questions
Q1) Which of the following groups has a strong role in the self-regulation of advertising?
A)advertising agencies
B)industry trade associations
C)the media
D)advertising clients
E)all of the above
Q2) of the Council of Better Business Bureaus?
A)The NAD may ask advertisers to supply appropriate substantiation for advertising claims in question.
B)If substantiation provided by advertisers is unsatisfactory,the NAD can negotiate with advertisers to modify or discontinue the advertising in question.
C)The NAD generally refers unsubstantiated advertising claims directly to the Federal Trade Commission.
D)The NAD's advertising monitoring program is the source of many of the cases it reviews.
E)All of the above statements about the National Advertising Division (NAD)of the Council of Better Business Bureaus are true.
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/40768
Sample Questions
Q1) Asian-Americans are:
A)not targeted by ad campaigns
B)underrepresented in advertisements in terms of their proportion in the U.S.
C)portrayed in ads as a subculture that values fun over work
D)less likely than any other minority group to appear in U.S.ads
E)accurately described by all of the above
Q2) The 1979 Federal Trade Commission proposal to change regulations governing children's advertising was:
A)accepted and resulted in many new regulations for children's advertising
B)accepted but has had little impact on children's advertising
C)defeated and since then there has been little concern over children's advertising
D)defeated but concern over children's advertising remains strong among parent and consumer groups
E)recently put before Congress again for consideration
To view all questions and flashcards with answers, click on the resource link above.