Integrated Marketing Communications
Exam Solutions
Course Introduction
Integrated Marketing Communications explores the strategic coordination of various promotional tools and channels to deliver a unified and compelling brand message to target audiences. This course examines the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling to create a seamless consumer experience. Students will learn to plan, execute, and evaluate integrated campaigns, understand consumer behavior, leverage market research, and assess the effectiveness of communication strategies in a rapidly evolving media landscape. Practical case studies and real-world projects enhance students ability to develop cohesive marketing communications plans that drive brand success.
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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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 brand has no equity if consumers are unfamiliar with it.
A)True
B)False
Answer: True
Q2) One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.
A) increasing demand for accountability
B) rapidly changing consumer tastes and preferences
C) changing economic conditions
D) increasing marcom expenses
E) less reliance on outside agencies to perform the marcom function
Answer: A
Q3) Which of the following is NOT a communications outcome measure?
A) purchase intentions
B) brand awareness
C) message comprehension
D) attitude toward the brand
E) All of these are measures of communication outcomes.
Answer: E
Page 3
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Chapter 2: Enhancing Brand Equity and Accountability
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103 Flashcards
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Sample Questions
Q1) A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders.
A)True
B)False
Answer: True
Q2) Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.
A)True
B)False
Answer: True
Q3) Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to
A) shift budgets from program element to element
B) reposition products to better meet the needs of consumers
C) develop new products and services
D) construct more appropriate messages for their target market
E) identify new markets for their products and/or services
Answer: A
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Page 4
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) How many types of patents exist in the United States?
A) 1
B) 3
C) 5
D) 10
E) 100 Answer: B
Q2) In legal terms,brand names and logos are referred to as trademarks.
A)True
B)False Answer: True
Q3) Distribution is one of the variables that influences the awareness class. A)True
B)False Answer: True
Q4) The adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace. A)True
B)False Answer: False
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The _____ is the U.S.government agency that has primary responsibility for regulating advertising at the federal level.
A) Food and Drug Administration (FDA)
B) National Advertising Review Board (NARB)
C) Better Business Bureau (BBB)
D) National Advertising Division (NAD)
E) Federal Trade Commission (FTC)
Q2) The FTC believes that its authority extends to prohibiting the entertainment industry from targeting children with advertisements for violent films,video games,and music,even if the ads are not deemed deceptive or unfair.
A)True
B)False
Q3) The Golden Rule test states that you should take actions that would be viewed as proper by an objective panel of your professional colleagues.
A)True
B)False
Q4) Discuss three ethical issues in advertising.
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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) Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZMNE cluster would Terron most likely belong?
A) Innovators
B) Bohemian Mix
C) White Picket Fences
D) Upper Crust
E) Big Fish, Small Pond
Q2) Demographic data is relatively easy to obtain and is the most predictive of consumer choice behavior.
A)True
B)False
Q3) Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?
A) demographic
B) behavioral
C) psychographic
D) geodemographic
E) holographic
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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) 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) Intense stimuli increase the probability of attracting attention.
A)True
B)False
Q3) Noise may occur during the encoding of a message.
A)True
B)False
Q4) Discuss the implications associated with consumer miscomprehension.
Q5) Give three examples of similes,metaphors,and allegories that are used by marketers.Evaluate them.
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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) The personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion.
A)True
B)False
Q2) In Pavlov's experiment,the _____ was the unconditioned stimulus.
A) dog salivating
B) bell
C) meat powder
D) trainer
E) None of these are correct.
Q3) The effective component of attitudes focuses on _____.
A) feelings and evaluations
B) beliefs
C) knowledge
D) behavioral tendencies
E) information
Q4) Involuntary attention requires little or no effort on the part of a receiver.
A)True
B)False
Q5) Explain how the concept of click-whirr behavior applies to consumers.
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Chapter 8: Objective Setting and Budgeting
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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) The competitive parity method sets the budget by examining what competitors are doing.
A)True
B)False
Q3) According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.
A) make people aware of the brand
B) make people like the advertisement
C) make people discuss the advertisement with others
D) encourage trial of the product
E) change beliefs of the brand
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Chapter 9: Overview of Advertising Management
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) _____ are involved in getting new business for the agency and working with clients at a strategic level.
A) Management supervisors
B) Account executives
C) Project managers
D) Advertising managers
E) Account planners
Q2) Advertising management generally involves the organization that has a product or service to advertise and an independent agency,or agencies,responsible for creating ads,making media choices,and measuring results.
A)True
B)False
Q3) Advertising has not been demonstrated to influence brand switching.
A)True
B)False
Q4) One advantage of purchasing advertising services a la carte from specialized agencies is potential cost efficiencies.
A)True
B)False
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Chapter 10: Effective and Creative Ad Messages
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97 Flashcards
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Sample Questions
Q1) The generic creative style is most appropriate for a company that dominates a product category.
A)True
B)False
Q2) Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.
A) benevolence
B) universalism
C) conformity
D) self-direction
E) security
Q3) MECCAS is an acronym for Means-End Conceptualization of Components for Advertising Strategy.
A)True
B)False
Q4) Account managers are the voice of the customer.
A)True
B)False
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Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury,an actress that played a murder mystery writer in a television series called Murder She Wrote,as the endorser.Actually,Ms.Lansbury presented the entire sales pitch and discussed the merits of the product.Laurie perceived Ms.Lansbury to be honest and believable.Which attribute of endorser credibility does this represent?
A) trustworthiness
B) expertise
C) similarity
D) familiarity
E) liking
Q2) Humor enhances source credibility.
A)True
B)False
Q3) Humorous advertisements in the United States generally involve the use of _____.
A) slapstick humor
B) exemplars
C) psychological reactance
D) incongruity resolution
E) cognitive dissonance
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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) Recent studies show that TV advertising is declining in _____.
A) use by packaged-goods firms
B) cost per thousand
C) segmentation potential
D) effectiveness
E) geographic reach
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) Selecting the "best" medium depends on the _____.
A) budget availability
B) competitive challenge
C) creative needs
D) advertiser's objectives
E) All of these are correct.
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
99 Flashcards
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Sample Questions
Q1) Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online,alerting her to special deals and new products.This is a case of _____ e-mailing.
A) informative
B) opt-in
C) spam
D) misguided
E) misrouted
Q2) Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen.The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits.If they had done this they would have been using _____ advertising.
A) keyword-matching
B) generic
C) secondary-market
D) social-networking
E) content-targeted
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Chapter 14: Social Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) All of the following forms of social media are included in multimedia and entertainment options except _____.
A) social games
B) virtual worlds
C) MMO games
D) wikis
E) livecast
Q2) Collaboration sites include all of the following types except _____.
A) content management
B) business
C) social navigation
D) wikis
E) livecasting
Q3) Under "fair use," copyrighted work can be used without permission if someone is commenting on it,criticizing it,reporting on it,teaching about it,or conducting research.
A)True
B)False
Q4) Explain three of the five points of comparison between traditional and social media.
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Page 16
Chapter 15: Direct Marketing and Other Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) ____ is NOT an asset of an up-to-date database.
A) Directing advertising to the best prospects for the company's products or services
B) Offering varied messages to different groups of customers
C) Enhancing advertising productivity
D) Calculating the lifetime value of a customer or prospect
E) Calculating the lifetime value of a product
Q2) One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.
A)True
B)False
Q3) _____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.
A) Indirect
B) Mass
C) Personal
D) Direct
E) Focused
Q4) Explain why data mining is an important activity for marketers.
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Chapter 16: Advertising Media: Planning and Analysis
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) A June advertising campaign for Rolex watches included placements in five magazines and yielded 400 GRPs.The magazines,their ratings (in parentheses),and the number of ads that were placed in each magazine during June [in brackets] are as follows.Newsweek (25)[4]; Southern Living (30)[4]; Sports Illustrated (20)[4]; Golf Digest (20)[4]; GQ (?)[1].What is the rating for GQ?
A) 10
B) 20
C) 30
D) 40
E) 50
Q2) Which of the following is an activity performed in developing the media strategy?
A) selecting the target audience
B) specifying media objectives
C) selecting media categories and vehicles
D) buying media
E) All of these are correct.
Q3) Explain why (or why not)the three-exposure hypothesis is a valid theory.
Q4) List the steps in the media strategy process,and briefly describe the first two.
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Mapes & Ross provides recall testing of ____.
A) banner ads
B) television commercials
C) radio commercials
D) sales promotion
E) print ads
Q2) There is evidence to indicate that galvanic skin response is a valid indicator of _____.
A) the amount of warmth generated by an advertisement
B) a consumer's behavior generated by an advertisement
C) a consumer's purchase intention generated by an advertisement
D) the number of thoughts consumers generate after exposure to an advertisement
E) the number and types of thoughts consumers generate after exposure to an advertisement
Q3) Watchable ads often include continuous voiceovers.
A)True
B)False
Q4) Measuring message effectiveness is not a difficult or expensive task.
A)True
B)False
Page 19
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Recent changes in accounting standards now require that promotions expenditures be treated in exactly the same fashion as advertising expenditures,namely,as current expenses that are deducted from top-line revenue.
A)True
B)False
Q2) Promotion refers to any incentive used by a manufacturer to induce the trade and/or consumers to buy a brand and to encourage the sales force to aggressively sell it.
A)True
B)False
Q3) Pay-for-performance is a form of trade allowance that rewards retailers for _____.
A) buying increased quantities of the manufacturer's brands
B) selling increased quantities of the manufacturer's brands to shoppers
C) giving the manufacturer's brands preferred shelf locations
D) featuring the manufacturer's brands in the retailer's advertisements
E) All of these are correct.
Q4) Consumer packaged-goods companies are the biggest users of sales promotion. A)True
B)False
20
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Coupons are the premier sales-promotion device for generating trial usage. A)True
B)False
Q2) The major advantage of direct-mailed coupons is that they are relatively inexpensive compared with other coupon-distribution methods.
A)True
B)False
Q3) With respect to couponing,_____ act(s)on behalf of retail clients by consolidating coupons before forwarding them and maintaining controls by ensuring that their clients sold products legitimately in the amounts they submitted for redemption.
A) clearinghouses
B) redemption centers
C) the Coupon Information Center (CIC)
D) the Federal Trade Commission (FTC)
E) the Securities and Exchange Commission (SEC)
Q4) The use of coupons is restricted to packaged goods.
A)True
B)False
Q5) Explain the circumstances when sampling is appropriate.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) 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
Q2) Promotional games are capable of creating excitement,stimulating brand interest,and reinforcing brand loyalty.
A)True
B)False
Q3) The toy inside of a McDonald's happy meal is an example of a(n)_____.
A) add-on promotion
B) self-liquidating offer
C) in-pack premium
D) hedonic premium
E) bonus pack
Q4) Price-off promotions are also called price perks.
A)True
B)False
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) Explain what ambush marketing is,and discuss the ethical implications of this practice.
Q2) In general,the most dramatic factors underlying the need for reactive MPR are
A) employee behaviors and the consequences
B) executive behaviors and the consequences
C) product defects and failures
D) product price and value
E) consumer behaviors and the consequences
Q3) Sponsorships of events represent an area that among all marcom activities may be the least _____ in terms of conducting research to determine if the sponsorship has achieved brand equity and financial objectives.
A) used
B) cluttered
C) accountable
D) useful
E) effective
Q4) Quick and positive responses to negative publicity are imperative.
A)True
B)False
Page 23
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Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) Advertisers typically purchase painted bulletin billboards _____.
A) for a one- to three-year period
B) for a five- to ten-year period
C) on a monthly basis
D) for a three-month period
E) for a six-month period
Q2) Experts in the design of store signage use a concept,termed _____,that refers to the ability of a sign to capture attention.
A) conspicuity
B) noticeability
C) spectacularity
D) stopping power
E) peculiarity
Q3) The extent to which a package is environmentally friendly is an example of _____.
A) visibility
B) information
C) emotional appeal
D) workability
E) gestalt
Page 24
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Chapter 23: Personal Selling
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Sample Questions
Q1) Companies are increasingly using salesforce.com as a substitute for human salespeople.
A)True
B)False
Q2) Which of the following characteristics are associated with the modern selling practice?
A) trust and mutual agreement
B) long-term relationships
C) customer-centric
D) after-sales service
E) All of these are correct.
Q3) Product and customer knowledge,skills,and availability of alternatives are aspects of the _____ which affect the effectiveness of selling behaviors.
A) selling behaviors
B) salesperson's resources
C) buying task characteristics
D) salesperson-customer relationship
E) None of these are correct.
Q4) Describe the differences between antiquated selling and modern selling.
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