Marketing Communications Exam Preparation Guide
Course Introduction
Marketing Communications explores the strategies and tools organizations use to convey messages about their products, services, or brand to target audiences. This course examines the integration of various communication channels including advertising, public relations, direct marketing, digital media, sales promotion, and personal selling to create a unified and effective promotional mix. Students will learn how to design persuasive campaigns, understand consumer behavior, evaluate media options, and measure communication effectiveness. Emphasis will be placed on the development of cohesive brand messaging, the use of contemporary digital platforms, ethical considerations, and adapting strategies for diverse markets.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Sample Questions
Q1) Advertising done by Blessings Realty Company to encourage consumers to consider it when they are in the market for a new home or are selling their old home is known as _____ advertising.
A)national
B)primary demand
C)secondary demand
D)retail/local
E)direct-response
Answer: D
Q2) A marketing plan usually includes:
A)a corporate mission statement
B)job descriptions and job specifications
C)a media schedule
D)a detailed situation analysis
E)sales and market forecasts
Answer: D
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Page 3
Chapter 2: The Role of Imc in the Marketing Process
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Sample Questions
Q1) Which of the following is an example of a reseller?
A)a real estate agency
B)an auction company
C)McRae's department store
D)Clyde Fitch Wholesale Grocer
E)all of the above
Answer: E
Q2) The market segmentation process:
A)divides a market into distinct groups that have heterogeneous needs
B)divides a market into distinct groups that will respond similarly to marketing actions
C)offers one version of the product to all markets
D)identifies markets with unfulfilled needs
E)positions products in the minds of prospects and customers
Answer: B
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) Why are negotiated commission structures becoming more common?
A)to keep from paying the traditional 25 percent commission system
B)to ensure that agencies do not make too much money
C)to consider the needs of clients as well as the amount of time and effort the agency spends on an account
D)to encourage agencies to cut back on buying network TV for their clients
E)to support the creation of a transactional relationship between agency and client
Answer: C
Q2) A(n) ______ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate.
A)fixed fee
B)negotiated commission
C)cost-plus agreement
D)incentive-based compensation
E)fee-commission combination
Answer: E
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Chapter 4: Perspectives on Consumer Behavior
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Q1) _____ is the immediate,direct response of the senses to stimuli like the smell of coffee,the feel of an ocean breeze,and the taste of chocolate.
A)Evocation
B)Sensation
C)Perception
D)Attitudinal adjustment
E)Perception retrieval
Q2) Perception is an important consideration when creating attention-getting ads.Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.
A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)perception retrieval
E)subliminal perception
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Chapter 5: The Communication Process
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Sample Questions
Q1) The encoding process leads to the development of:
A)a message
B)noise
C)a channel
D)feedback
E)a receiver
Q2) Graduate schools that offer MBAs are typically rated annually by business publications.Oftentimes when an MBA program rates high on a list,the information is publicized.If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution,then the _____ model would be correct.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws
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Chapter 6: Source,message,and Channel Factors
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Sample Questions
Q1) The headline for the Dodge Caravan ad reads,"What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer.This ad is:
A)an example of a fear appeal
B)designed to let the target audience draw its own conclusions
C)an example of a refutational appeal
D)designed to express a two-sided message
E)effective no matter what the context of the ad medium
Q2) A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones.In terms of the response stages of the persuasion matrix,the mobile phone company is trying to influence:
A)retention
B)channels
C)attention
D)presentation
E)behavior
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) The purpose of setting specific advertising goals and objectives is to:
A)provide a standard against which performance can be measured
B)put constraints on the creative department
C)have a method of determining when to delete products from the product line
D)forecast the market share level that can be attained by good advertising
E)protect all investors and debt holders
Q2) A stereo speaker manufacturer developed advertising objectives,which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambiance in the home." This statement could serve as an example of a:
A)target audience delineation
B)benchmark measure
C)communications task
D)sales objective
E)short-term promotional objective
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Page 9
Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea.
A)advertising campaign
B)copy platform
C)unique proposition
D)creative blueprint
E)creative work plan
Q2) With the growth of integrated marketing communications,advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design
B)provides opportunities for effective government oversight
C)centralizes American consumer values in a global marketplace
D)engages consumers and enter into a dialogue with them
E)minimizes the risk of offending technology-savvy consumers
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Haggar used a humorous integrated marketing campaign to:
A)compete for product rank among upscale clothing manufacturers
B)reposition their brand as an anti-fashion product for middle-aged men
C)eliminate the for product feature specifications
D)reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents
E)all of the above
Q2) During which stage of commercial production process do activities such as editing,recording of sound effects,audio/video mixing,and agency approval occur?
A)preproduction
B)production
C)postproduction
D)preparation
E)incubation
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11
Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Given the objective is comprehension of the message,the strategy should be to maximize ______ at the expense of _____.
A)frequency;reach
B)reach;frequency
C)reach;GRPs
D)GRPs;CPM
E)frequency;CPM
Q2) _____ is the measure of the number of different audience members exposed at least once to a media vehicle.
A)Frequency
B)Reach
C)Viewer number
D)Coverage
E)Exposure
Q3) ,you will need to:
A)multiply reach times frequency
B)divide reach times frequency by costs
C)multiply CPM times average frequency
D)divide average frequency by costs
E)add reach and frequency and divide by CPM
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Chapter 11: Evaluation of Broadcast Media
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Sample Questions
Q1) Which of the following statements about program ratings and share of audience measures is true?
A)Program ratings are always higher than share of audience.
B)Program ratings and share of audience are usually the same.
C)Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D)Unlike share of audience measures,program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use.
E)None of the above statements about program ratings and share of audience measures is true.
Q2) The growth in spot cable advertising has been facilitated by the use of: A)LANs.
B)multiplexing
C)interconnects
D)interstitials
E)clutter minimizers
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Chapter 12: Evaluation of Print Media
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Sample Questions
Q1) Which of the following statements about newspaper advertising rates is true?
A)The rates newspapers charge national advertisers are lower than those for local advertisers.
B)The rates newspapers charge national advertisers are about 10 percent higher than those for local advertisers.
C)The rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers.
D)Newspapers advertising rates for national and local advertisers are about the same.
E)National advertisers pay the entire amount for cooperative advertising even if the ad is placed by a local retailer.
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
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Chapter 13: Support Media
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Sample Questions
Q1) Which of the following is an advantage of movie theater advertising?
A)high relative and absolute costs
B)lack of clutter
C)low recall
D)low exposure
E)all of the above
Q2) Transit advertising has been around for a long time,but interest in it has increased over the last few years.This increase is due to increased audience segmentation,the rising cost of TV advertising,and:
A)the increased number of women in the workforce
B)the development of Internet advertising
C)the ban on advertising cigarettes on billboards
D)an increase in the number of consumers who are over 60
E)a change in entertainment venues
Q3) Which of the following has been cited as a limitation of outdoor advertising?
A)its ability to target specific markets
B)frequency of exposure is too high
C)high absolute and relative costs
D)negative attitudes of consumers toward the medium
E)all of the above
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Chapter 14: Direct Marketing
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Sample Questions
Q1) Direct marketing has been in existence since the invention of the:
A)printing press
B)television
C)telephone
D)radio
E)alphabet
Q2) Direct marketing:
A)is not a useful tool for a company that is using an integrated marketing communications plan
B)seeks the same objectives as advertising,sales promotion,and personal selling strategies in an IMC plan
C)is one of the slowest growing forms of promotion in terms of dollar expenditures
D)can generate immediate behavioral response
E)is accurately described by all of the above
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Chapter 15: The Internet and Interactive Media
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Sample Questions
Q1) Facebook was cited by Adweek as one of the Best Performers in 2007.Facebook was recognized for:
A)translation of print to web
B)editorial depth
C)millions of viewers spending over an hour per month on the site
D)combining the best of TV and online
E)being a place where people can discover needed information
Q2) Which of the following methods of measuring effectiveness of advertising on the Web has become the universally accepted method adopted by ad agencies?
A)hits
B)clicks
C)impressions/page views
D)click-through rate
E)none of the above
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Chapter 16: Sales Promotion
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Sample Questions
Q1) Post Cereal is introducing a new kind of breakfast cereal that is soy-based and targeted at health-conscious adults between the ages of 25 and 50.The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch.Which of the following sales promotion tools should work best for Post?
A)sampling and rebates
B)rebates and high value checkout coupons
C)bonus packs,trade allowances,and slotting fees
D)high value in package coupons and sampling
E)sweepstakes,contests,and rebates
Q2) Electronically dispensed checkout coupons:
A)are paid for by the retailers where such coupons are handed out
B)have no redemption deadline
C)are available at Web sites and must be printed off to be used
D)generate impulse buying and product trial
E)are accurately described by all of the above
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18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Sample Questions
Q1) Which of the following is NOT an example of image advertising?
A)recruitment ads
B)sponsorships
C)paid political announcements
D)general positioning ads
E)financial support ads
Q2) Miller & Sons Inc.has revived the dying art of stone masonry.Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940.The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business.What should the company do?
A)use the objective-task method for setting its budget
B)change its name
C)conduct research to determine the public attitude toward the company
D)lower its prices
E)add product line extensions
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Chapter 18: Personal Selling
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Sample Questions
Q1) Quantitative measures used to evaluate sales personnel include:
A)product knowledge
B)selling expenses as a percentage of sales volume
C)territory management
D)customer feedback
E)marketing intelligence
Q2) Sales efforts used as a quantitative measure of sales force effectiveness include:
A)number of sales calls made
B)average sales by call
C)customer service criteria
D)gross and net margins
E)all of the above
Q3) One of the disadvantages of personal selling is:
A)the inability to tailor message
B)two-way interaction
C)the inability to partner with customer
D)poor reach
E)a lack of involvement in the purchase decision process
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) .If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:
A)source factors
B)feedback mechanisms
C)message variables
D)budgeting decisions
E)media strategies
Q2) _____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines.
A)Vehicle source testing
B)Burke's reflection test
C)A Flesch test
D)Dummy advertising vehicle testing
E)A contextual test
Q3) Measures of the effectiveness of sponsorships can be categorized as:
A)recall or recognition tests
B)either exposure-based or tracking measures
C)physiological measures or psychological measures
D)field or laboratory tests
E)posttest or pretest
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Chapter 20: International Advertising and Promotion
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Sample Questions
Q1) _____ was the marketing scholar who popularized the concept of global marketing.
A)Phillip Kotler
B)John Naisbitt
C)Theodore Levitt
D)Peter Drucker
E)Robert Holloway
Q2) Which of the following types of products/service would be well suited to the use of a global advertising appeal?
A)brands that are promoted with image campaigns that play to universal appeals such as sex or wealth
B)products that play to universal motives and can be advertised using image or emotional appeals
C)high-tech products being introduced for the first time
D)products that appeal to market segments in each country with similar tastes,interests,needs,and values
E)all of the above
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22
Chapter 21: Regulation of Advertising and Promotion
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Sample Questions
Q1) Which of the following statements describes the media's role in the self-regulation of advertising?
A)The media must accept all advertising they receive because of First Amendment guarantees of freedom of speech.
B)The media cannot refuse to accept advertising for an entire product class such as hard liquor.
C)The media can refuse to accept individual ads they find offensive or objectionable.
D)Most media accept any advertising they receive since advertising is their major source or revenue.
E)The three major networks have the least stringent advertising review process of any media.
Q2) _____ is the most controversial of all the Federal Trade Commission's programs.
A)Ad substantiation
B)Implied uniqueness
C)Puffery legitimization
D)Advertising deregulation
E)Corrective advertising
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Page 23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) A good example of a relatively homogeneous product,which through advertising has achieved perceived brand differentiation is:
A)Bayer aspirin
B)Rolex watches
C)Rolls Royce automobiles
D)umbrellas
E)concrete blocks
Q2) Advertisers continue to use sexual appeals to advertise products such as beer,cigarettes and cosmetics:
A)to break through the advertising clutter and draw attention to their brands
B)because they are much more effective at creating sales than any other kinds of appeals
C)because these types of appeals are very acceptable to most people including women
D)because most TV shows contain sex and violence,which suggests these types of appeals will be popular with consumers
E)to support a positioning strategy that is aimed at creating brand recognition as opposed to brand purchase
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