Marketing Communications
Pre-Test Questions
Course Introduction
Marketing Communications explores the strategies and tools organizations use to engage target audiences and build meaningful relationships with customers. The course covers core concepts such as integrated marketing communications (IMC), advertising, public relations, sales promotion, direct marketing, and digital channels. Students analyze how communication campaigns are planned, executed, and evaluated, considering factors like audience segmentation, message development, media selection, and effectiveness measurement. Real-world case studies and current trends are examined to provide practical understanding of how brands coordinate messaging across traditional and digital platforms to achieve marketing objectives.
Recommended Textbook PROMO2 2nd Edition by Thomas O'Guinn
Available Study Resources on Quizplus
15 Chapters
984 Verified Questions
984 Flashcards
Source URL: https://quizplus.com/study-set/1124
Page 2
Chapter 1: The World of Integrated Marketing Communication
Available Study Resources on Quizplus for this Chatper
69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/22079
Sample Questions
Q1) Integrated Marketing Communication
A) is only important for national advertising campaigns.
B) pertains only to campaigns involving three or more media options.
C) uses various promotional tools, including advertising, in a coordinated manner to build and maintain brand preference and loyalty.
D) is regulated on a federal level by the Federal Trade Commission (FTC).
Answer: C
Q2) (Scenario 1-3) The fundamental purpose to be served by the marketing of NW-HD1s and affordable music players by Sony retailers is to:
A) generate revenue for the retailer and Sony.
B) create awareness of Sony.
C) differentiate Sony from other entertainment options.
D) support the promotional mix behind Sony.
Answer: A
Q3) Advertising is important to marketers because it is the best way dramatize a brand's values beyond its physical features.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Promotion Industry
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22080
Sample Questions
Q1) (Scenario 2-1) Golf America enters a new market in which the new course they have purchased has a fifty-year history in the community. It is important to the new owners to enhance the reputation of the course, continue the relationship with existing members, yet at the same time invite new members to join and sponsor promotions to entice outside play to fill in the unused tee times and maximize course revenues. Most likely, Golf America would engage the following type of agency to manage its relationships:
A) Full-service advertising agency.
B) Promotional agency.
C) Interactive agency.
D) Creative boutique.
Answer: A
Q2) DeeAnne Watson ensures that research is part of each creative development decision; she is a media planner.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: The Evolution of Promoting Brands
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/22081
Sample Questions
Q1) Americans began to fear that they were being seduced by subliminal advertising during the 1950's, and a celebrated example of the hysteria created was the story of:
A) Vicary's false story of embedded messages for Coca-Cola and popcorn at movie theatres
B) "Morning Again in America", a novel by Hal Riney.
C) Phil Dusenberry's true story of "drink me" messages in Pepsi ads
D) Bruce Barton's book about Christ as an ad man
Answer: A
Q2) During the 1950s, a renewed consumer culture resumed but attitudes toward advertising, remained different and more skeptical than its heyday in the 1920s.
A)True
B)False
Answer: True
Q3) Advertisers readily used mass-circulation magazines because selling products on a national basis made national brands possible.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
5
Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22082
Sample Questions
Q1) Descriptors such as age, gender, race, and marital status are widely used in
A) demographic segmentation.
B) psychographic segmentation.
C) soci-segmentation.
D) geo-segmentation.
Q2) Using a product that you have used in the past week as an example, explain the difference between segmenting and targeting in the STP approach to marketing.
Q3) One of the best ways to revive an ailing brand or fix a poor performance in a certain market is to reposition the brand in the consumer's mind - create a revised STP.
A)True
B)False
Q4) ____ are those whose brand preferences are still under development and are likely to offer future potential success for the brand.
A) emergent consumers
B) brand loyal users
C) heavy users
D) variety seekers
Q5) Define and explain the importance of the value proposition in brand promotion.
Page 6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Understanding Buyer Behavior and the Communication Process
Available Study Resources on Quizplus for this Chatper
68 Verified Questions
68 Flashcards
Source URL: https://quizplus.com/quiz/22083
Sample Questions
Q1) (Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, "If you ask me, it really gets down to buying either this device, another pad of paper, or a much more expensive voice messaging system." Which of the following components of MAAMs analysis had the consumer just indicated?
A) evaluative criteria
B) importance weights
C) the consideration set
D) beliefs
Q2) (Scenario 5-5) The decision-making process for the blender began when Phil:
A) realized he did not have a blender that he needed.
B) brought home a blender from the store.
C) determined what his brand options were.
D) identified the criteria he would use to make the purchase decision.
Q3) In one consumer decision-making mode, when experience and involvement are both low, the consumer is engaging in ____.
A) extended problem solving
B) cognitive dissonance
C) limited problem solving
D) internal information search
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: The Regulatory and Ethical Environment of Promotions
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22084
Sample Questions
Q1) Critics of advertising charge that alcohol and tobacco firms are targeting adolescents with ads that make dangerous and addictive products appealing; which of the following is true
A) medical journals have proved that advertising makes adolescents start smoking
B) beer and alcohol makers are oblivious to these concerns
C) repeated research studies since the 1950s have shown that family, friends and peers are the strongest influences on the use of tobacco and alcohol products
D) use of tobacco and alcohol is hereditary
Q2) Which one of the following is a controversial product other than tobacco or alcohol
A) automobiles because auto accidents kill so many each year
B) fast food because critics claim it causes obesity
C) prescription medicines because they are overused
D) low fat products because they lull consumers into complacency about their cholesterol
Q3) If supermodel Kate Moss endorses a line of Kmart clothing, the FTC requires that she actually use the product.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: The International Market Environment for Brand Promotion
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22085
Sample Questions
Q1) A company decides to expand distribution of its brand of spaghetti sauce to several foreign markets. Optimally, market research should
A) emphasize the use of secondary sources.
B) be performed in each country the company is expanding into.
C) be performed until there appear to be consistent results between countries.
D) emphasize the use of self-reference criteria.
Q2) Many newly industrialized countries have a distinct opportunity to surge ahead economically; it is called
A) the natural resource dividend
B) the cultural dividend
C) the demographic dividend
D) the technology dividend
Q3) Which of the following has not had a regulatory limitation placed on it in an international market?
A) The times that certain products can be advertised
B) The use of national symbols
C) The type of appeal used
D) All of these have had limits placed on them
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Messaging and Media Strategies
Available Study Resources on Quizplus for this Chatper
47 Verified Questions
47 Flashcards
Source URL: https://quizplus.com/quiz/22086
Sample Questions
Q1) Which of the following pairs is NOT an example of a dimension of cognitive style?
A) Sensing vs. intuiting
B) Rational vs. emotional
C) Thinking vs. feeling
D) Extraverted vs. introverted
Q2) List several of the core characteristics of great creative minds described by Howard Gardner and discuss their upsides and downsides.
Q3) (Scenario 8-1) Which of the following departments in the Blanding agency is most likely to be the source of conflicts that may occur between the agency and the client?
A) creative
B) account service
C) media planning
D) production
Q4) As an agency creative you will spend one-fourth of your work life with your feet up doing nothing at all.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: The Internet
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/22087
Sample Questions
Q1) Which of the following is a currently troublesome privacy/security issue faced by website sponsors?
A) Rising use of WiFi and WiMax are subject to easy monitoring.
B) In-home or in-office wireless systems are vulnerable to hack without the security systems that constrain their easy use.
C) In countries with a "weak rule of law" privacy/security issues affect the perceived value of a website.
D) All of these statements are privacy/security issues currently troubling website sponsors.
Q2) One difference between a banner advertisement and a corporate home page is that
A) a corporate home page does not promote specific products.
B) a banner advertisement clearly identifies the sponsoring company.
C) a banner advertisement is a paid advertisement that is placed on a site driven by editorial content.
D) a banner advertisement most often deals with lifestyle issues.
Q3) Click fraud, while heartily annoying to advertisers, is not a crime.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Direct Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/22088
Sample Questions
Q1) The popularity of direct marketing has been growing among consumers and business organizations for quite a while. Describe three factors driving this growing popularity.
Q2) (Scenario 10-2) Some visitors may be reluctant to provide personal information at a website due to privacy concerns. Individual companies can alleviate these concerns by making sure consumers are contacted only with meaningful messages and by
A) calling the visitor and asking about such concerns.
B) making the website appear to be independent of a commercial sponsoring organization.
C) not selling visitors' names to third parties without permission.
D) enhancing the resulting mailing list with nothing more than demographic data.
Q3) A business interviews customers to determine their wants and needs. This company is in the process of developing
A) a geodemographic data source.
B) an external list.
C) a marketing database.
D) a single-source tracking study.
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Sales Promotion and Point of Purchase
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22089
Sample Questions
Q1) The primary role for consumer sales promotion is to
A) enhance the image of a brand.
B) elicit an immediate purchase from a customer.
C) encourage long-term purchasing of a brand.
D) have a preference-building effect for a brand.
Q2) Trial offers are similar to samples except that trial offers
A) are used for more expensive items.
B) are only delivered to consumers in logo-emblazoned "mobile-trial" vehicles.
C) can only be used for low-price convenience goods.
D) are only appropriate for new brands in the market.
Q3) An advantage of coupons as a sales promotional tool is that
A) it makes it possible to give a discount to a price-sensitive consumer while still selling the product at full price to other consumers.
B) a coupon-redeeming consumer is often a competitive brand user, so the coupon can induce brand switching.
C) in-package coupons can induce repeat purchases.
D) all of these are advantages of coupons as a sales promotional tool.
Q4) Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
Available Study Resources on Quizplus for this Chatper
53 Verified Questions
53 Flashcards
Source URL: https://quizplus.com/quiz/22090
Sample Questions
Q1) (Scenario 12-2) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is
A) a new kind of ad agency
B) located at Madison & Vine
C) a new film studio
D) inventing humorous or imaginative brand symbols
Q2) An additional advantage of event sponsorships is that it can be used
A) as a way to entertain important clients
B) to motivate a firm's salespeople
C) to recruit new customers
D) all of these are additional advantages of event sponsorship
Q3) NASCAR fans are three times more likely to purchase a product promoted by their favorite driver relative the fans of other types of sports.
A)True
B)False
Q4) The objective underlying the coordination of supportive media is to achieve a synergistic effect.
A)True
B)False
14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/22091
Sample Questions
Q1) One of the factors ushering in a "new era" for public relations is
A) our world is intensely commercial today, stories about marketing and consumer psychology
B) the consumer is increasingly in control in a brand obsessed world
C) consumers are spreading the word about brands in ways never before available, like the Internet and Blogs
D) all of these are factors fostering a new era in public relations
Q2) What are connectors?
A) Metaphors that link a brand with a subculture
B) Women who go door to door to identify a brand's constituents
C) Often but not necessarily women with large social networks enlisted to be part of an influencer program (like Vocalpoint)
D) Bloggers
Q3) The British beef industry was rocked by reports of mad cow disease in its herds. To deal with the concerns raised, the industry had to adopt a reactive public relations strategy.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Personal Selling and Sales Management
Available Study Resources on Quizplus for this Chatper
63 Verified Questions
63 Flashcards
Source URL: https://quizplus.com/quiz/22092
Sample Questions
Q1) The stages of the personal selling process, in order, are
A) prospecting, preparation, initial contact, presentation, handing objections, closing the sale, follow-up.
B) preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up.
C) preparation, prospecting, initial contact, presentation, handing objections, closing the sale, follow-up..
D) prospecting, initial contact, preparation, presentation, handing objections, closing the sale, follow-up.
Q2) ______________ selling is the type of selling where customers rely heavily on the salesperson for technical information, advice, and service.
A) Creative
B) Detail
C) Order taking
D) System
Q3) Discuss the affect of Sales Force Automation (SFA) and the Internet on the personal selling function. How can these tools help the salesperson and the customer? Are they any drawbacks to these tools?
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Measuring the Effectiveness of Brand Promotions
Available Study Resources on Quizplus for this Chatper
59 Verified Questions
59 Flashcards
Source URL: https://quizplus.com/quiz/22093
Sample Questions
Q1) Which of the following is NOT a perspective on measuring the effectiveness of public relations and corporate advertising given in the text?
A) Evaluate the effect on sales of the specific strategic business units running the public relations.
B) Merely count the number of media exposures created by the PR program.
C) Save the expense of the measurement process and just have faith that these are important and useful forms of promotion and they are doing their behind-the-scenes job.
D) Measuring the effects of public relations and corporate advertising shouldn't even be tried.
Q2) Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on: (1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis software help?
Q3) Validity means that the method generates consistent findings over time.
A)True
B)False
Q4) How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?
Page 17
To view all questions and flashcards with answers, click on the resource link above.