Marketing Communications
Exam Materials
Course Introduction
Marketing Communications explores the strategies and tools that organizations use to engage audiences, build brand awareness, and drive sales through integrated messaging. The course covers key concepts such as advertising, public relations, sales promotion, direct marketing, digital media, and personal selling, emphasizing how each component contributes to a cohesive marketing strategy. Students will analyze real-world campaigns, learn to design effective communication plans, and examine the impact of cultural, ethical, and technological factors on message delivery and audience response. Through case studies and practical projects, learners gain skills essential for crafting persuasive marketing communications in todays dynamic marketplace.
Recommended Textbook
Advertising and IMC Principles and Practice 10th Edition by Sandra Moriarty
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19 Chapters
2827 Verified Questions
2827 Flashcards
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Page 2
Chapter 1: Advertising
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) During the ________,corporations were challenged on questions of taste and social responsibility.
A) Early Age of Print
B) Era of Accountability and Integration
C) Early Age of Agencies
D) Creative Revolution
E) Scientific Era
Answer: B
Q2) Advertising is effective only for informing consumers about products and services.
A)True
B)False
Answer: False
Q3) In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?
Answer: Caples' research led to a shift in advertising writing,which had been wordy and full of puffery.Caples' research led to more concise,fresh advertising copy.
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Chapter 2: Brand Communication
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150 Flashcards
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Sample Questions
Q1) When Tylenol pain relief capsules were tampered with in 1982,resulting in the death of several consumers,the manufacturer pulled all of its products from store shelves,redesigned packaging to resist tampering,and reintroduced noncapsule forms of the product.This was very expensive for Tylenol to do,but the company knew that the reputation,meaning,and value that its brand name had acquired over time held financial value.Today,Tylenol brand medications have the reputation of being high-quality products.The reputation,meaning,and value that the Tylenol brand name has acquired over time is known as ________.
A) brand personality
B) trademark
C) brand framework
D) brand relationship
E) brand equity
Answer: E
Q2) The process of assessing whether there are identifiable groups within the market whose needs and wants intersect with the product and its features is known as point of differentiation.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Brand Communication and Society
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Sample Questions
Q1) According to U.S.law,which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?
A) False statements have been made about either product.
B) The ads actually deceived or had the tendency to deceive a substantial segment of the audience.
C) The offending advertiser intended to damage the complaining company's business.
D) The deception was "material" and likely to influence purchasing decisions.
E) Falsely advertised goods are sold in interstate commerce.
Answer: C
Q2) The first step in the regulation process after the FTC determines that an ad is deceptive is the issuance of a cease-and-desist order.
A)True
B)False
Answer: False
Q3) Explain the "Injurious" element of the current FTC policy on deception.
Answer: The deception must lead to material injury.That is,it must influence consumers' decision making about products and services.
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Chapter 4: How Brand Communication Works
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151 Flashcards
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Sample Questions
Q1) ________ means the message connects on some personal level with the receiver.
A) Attention
B) Perception
C) Selection
D) Interest
E) Relevance
Q2) An attitude (respect,preference),an emotion (liking),and an action (repeat purchases)combine to make brand ________.
A) position
B) image
C) promise
D) loyalty
E) personality
Q3) What type of response is Oust attempting to generate among consumers?
Q4) In the SMCR communication process,what is noise and why is it important?
Q5) An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.
A)True
B)False
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?
A) switchers
B) light users
C) early adopters
D) innovators
E) laggards
Q2) Juan was born in Mexico but moved to the United States when he was five years old.His family is still close to relatives living in Mexico,and he lives in a neighborhood where most people speak Spanish,eat traditional Mexican dishes,wear traditional Mexican clothing,and listen to Mexican music.He remembers fondly his grandfather telling him stories of his home country's customs and heroes.All of these factors form the ________ that will influence Juan's consumer behavior.
A) social class
B) family
C) niche
D) culture
E) psychographics
Q3) Explain how the VALS system categorizes consumers.
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Page 7
Chapter 6: Strategic Research
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Sample Questions
Q1) How does participant observation have an advantage over standard observational research?
A) The observer is watching strangers.
B) The observations are done in a more formal setting.
C) Data from participant observation are more easily quantified.
D) The observer has an inside view of the group's experiences.
E) The participants are chosen by the researcher.
Q2) Which of the following practices involves aggregating the wisdom of Internet users in a type of digital brainstorming?
A) focus group interviewing
B) ethnographic observing
C) crowdsourcing
D) expert panel interviewing
E) consumer research panel interviewing
Q3) You want to determine whether no-smoking policies have impacted employee morale in the United States in the past two decades.Are any secondary data likely available? Why or why not?
Q4) Telephone surveys largely replaced door-to-door surveys in the 1960s.
A)True
B)False
Page 8
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Chapter 7: Strategic Planning
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Sample Questions
Q1) Richard is tasked with developing the marketing plan for his family's business.Give a general outline of the major components of this type of plan.
Q2) Newman's Own is a brand of salad dressing.In 2004,low-carbohydrate dieting became the craze among consumers,with millions attempting to follow a low-carb lifestyle.In print advertising,Newman's Own featured the fact that several of its dressings are low in carbohydrates.In terms of a SWOT analysis,the low-carb diet trend among consumers represents a(n)________.
A) objective
B) weakness
C) opportunity
D) threat
E) trend
Q3) ________ are the actions that make the strategic plan come to life.
A) Strategies
B) Objectives
C) Tactics
D) Motives
E) Insights
Q4) Name and describe six of the nine components of a typical communication brief.
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Chapter 8: The Creative Side
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Sample Questions
Q1) An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.
A)True
B)False
Q2) Explain what a Big Idea is and give an example.
Q3) Most selling premises demand facts,proof,or explanations to support the sales message.
A)True
B)False
Q4) Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?
A) creative brief
B) positioning statement
C) message objective
D) unique selling proposition
E) perceptual map
Q5) Problem solving requires not just logic,but also creative thinking.
A)True
B)False
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Chapter 9: Promotional Writing
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Sample Questions
Q1) The person who shapes and sculpts the words in marketing communication is called a(n)________.
A) account planner
B) art director
C) copywriter
D) creative director
E) account manager
Q2) Which paragraph(s)most likely gets special attention in body copy?
A) lead only
B) middle and closing
C) lead, middle, and closing
D) lead and closing
E) lead and middle
Q3) Commercials in song are known as ________.
A) jingles
B) musicals
C) lyricals
D) sound effects
E) voice-overs
Q4) What is an advantage of magazine advertising?
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Chapter 10: Visual Communication
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Sample Questions
Q1) A basic design principle is "Less is more."
A)True
B)False
Q2) Which type of design appeared in the 1990's as a rejection of the niceties of traditional design?
A) psychedelic
B) pop art
C) grunge
D) art deco
E) modern
Q3) Noelia operates the audio recording equipment during television commercial shoots.What is Noelia's role?
A) producer
B) director
C) arranger
D) composer
E) mixer
Q4) Which design principles are most appropriate for what Kimberly wants to do?
Q5) Compare and contrast the responsibilities of a producer and a director in a broadcast production.
Page 12
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Chapter 11: Media Basics
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Sample Questions
Q1) Michelle is a specialist in media planning.She tells clients about media trends in the future.She often talks about the digitization of media,in which all mass media save and transmit information through the same digital forms.Through integration,the media work through and with each other.What media trend is Michelle discussing?
A) interactivity
B) engagement
C) convergence
D) commoditization
E) cadence
Q2) The Internet is the most multidimensional medium available to advertisers.
A)True
B)False
Q3) Which of the following is LEAST likely an example of corporate media?
A) stationery
B) movie trailer
C) signage
D) delivery trucks
E) staff appearance
Q4) Explain what is meant by the term media vehicle and give three examples.
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Chapter 12: Paid Media
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Sample Questions
Q1) TiVo's capability to let users pause,do instant replays,and begin watching programs even before the recording has finished is known as ________.
A) sweeping
B) zipping
C) time-shifting
D) zapping
E) spotting
Q2) ________ is seen by people riding inside buses,subway cars,and some taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
Q3) Discuss some out-of-home advertising vehicles that might be appropriate for this business.
Q4) One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.
A)True
B)False
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Chapter 13: Owned, Interactive, and Earned Media
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Sample Questions
Q1) Socialtizing is a combination of ________ and corporate driven social chatter online.
A) networking
B) advertising
C) brand advocating
D) mobile marketing
E) viral marketing
Q2) Which of the following is NOT an example of merchandising material?
A) press release
B) shelf talker
C) end-of-aisle display
D) in-store banner
E) sample dispenser
Q3) Employee training and relations programs are typically run by which of the following groups?
A) creative team
B) account planners
C) human resources
D) market research
E) media buyers
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Chapter 14: Media Planning and Negotiation
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Sample Questions
Q1) Program preemptions,missed closings,and/or technical problems caused by the media often lead to the offer of make-goods to the advertiser.
A)True
B)False
Q2) Media buyers should be consulted early in planning,as they are a good source of information on changes in media.
A)True
B)False
Q3) Explain what is meant by the term effective frequency.
Q4) If a flighting strategy works,there will be a ________,which means that consumers will remember the product across the gap until the next advertising period begins.
A) carryover effect
B) hiatus
C) lead time effect
D) push
E) pull
Q5) Compare and contrast continuous,pulsing,and flighting strategies.
Q6) What options does a media buyer have for global media buying?
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Chapter 15: Public Relations
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Sample Questions
Q1) Home Depot supports its employees who have Olympic aspirations,and it looks as though a few more employees could possibly be attending the next Olympics.However,to get to that point,these athletes must train and compete in the world arena.You are tasked with writing a feature story about the dedication of these athletes and,of course,Home Depot's support of their efforts.You hope to get the editor of Readers' Digest to publish this story,but you will be targeting other publications as well.Explain how feature stories are used in public relations.
Q2) Discuss how public relations professionals might be involved in recruitment.
Q3) Which type of public relations is most directly focused on sales?
A) media relations
B) fund-raising
C) marketing public relations
D) corporate social responsibility
E) issue management
Q4) To facilitate external marketing with a local community,town hall forums are sometimes used.
A)True
B)False
Q5) Give three tips for writing an email pitch letter.
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Chapter 16: Direct Response
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Sample Questions
Q1) The average response rate for a direct mail offer is 10 percent.
A)True
B)False
Q2) Service firms in direct marketing specialize in ________.
A) printing, mailing, list brokering, and data management
B) media buying
C) evaluating the results of direct-marketing campaigns
D) creating direct-marketing messages
E) delivering ordered products to customers
Q3) What is the first step in the direct-marketing process?
A) objectives and strategy
B) the offer
C) customer ordering
D) fulfillment and customer follow-up
E) relationship building
Q4) One limitation of infomercials is that they cannot easily be introduced into foreign markets.
A)True
B)False
Q5) Why is relationship building particularly important in direct marketing?
Page 18
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Chapter 17: Promotions
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Sample Questions
Q1) What is the ultimate goal of sales promotion?
A) consumer action
B) brand awareness
C) brand identification
D) intention to buy
E) brand liking
Q2) What kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?
Q3) Monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time are known as ________.
A) pull money
B) spiffs
C) loaders
D) rebates
E) allowances
Q4) What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products?
Q5) Discuss five reasons for the growth of sales promotion.
Q6) Name and describe the four types of consumer promotions.
Page 19
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Chapter 18: The Principles and Practice of IMC
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Sample Questions
Q1) In planning an international IMC campaign,vertical integration refers to coordinating the ________.
A) budgeting method in all countries and regions involved in the plan
B) key planning decisions across all the marcom tools
C) purchasing of media through a single agency
D) timing of the campaign in all countries and regions involved in the plan
E) supply chain in all countries and regions involved in the plan
Q2) One goal of integration is ________,making all of the marketing communications work together so that the whole is greater than the sum of its parts.
A) localization
B) synergy
C) adaptation
D) development
E) standardization
Q3) Explain how every component of the marketing mix,not just marketing communication,sends a brand message.
Q4) This year,Head Over Heels has the IMC objective of increasing share of wallet by 10% during the back-to-school sale season.Which IMC tools would you recommend for an IMC plan designed to meet this objective?
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Chapter 19: Evaluating Imc Effectiveness
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Sample Questions
Q1) Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?
A) Sales are never an accurate measurement of advertising effectiveness.
B) Measuring other data is far cheaper than measuring sales.
C) Manufacturers, and therefore their advertising agencies, do not have access to sales data because it is collected by retailers who don't make that available to them.
D) Creating higher levels of brand recognition is one of the major objectives of advertising and isn't necessarily reflected in sales.
E) Advertisers don't normally measure advertising effectiveness with other measures besides sales.
Q2) Advertising is particularly effective in accomplishing exposure,awareness,and brand image,as well as delivering brand reminders.
A)True
B)False
Q3) Is it better to test earlier or later in the course of an advertising campaign? Why?
Q4) What were the three objectives of the UPS campaign described in the chapter?
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Page 21