Strategic Marketing Communications
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Course Introduction
Strategic Marketing Communications focuses on the integration and application of various promotional tools and messaging strategies to effectively reach and influence target audiences. The course examines how organizations design, manage, and evaluate marketing communication campaigns across different channels, including advertising, public relations, digital media, and social platforms. Students learn to develop cohesive communication plans aligned with organizational objectives, analyze consumer behavior, and measure the impact of communication efforts. Case studies and practical projects provide opportunities to apply theory to real-world scenarios, preparing students to craft compelling messages that drive marketing success in a dynamic environment.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 15th Edition by
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Page 2
William F
Chapter 1: Advertising and IMC Today
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Q1) _____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.
A) Advertising
B) Word-of-mouth publicity
C) Sales promotion
D) Direct marketing
E) Public relations
Answer: A
Q2) If two brands are equal in quality,the one with the highest price is the best value.
A)True
B)False
Answer: False
Q3) IMC helps companies adopt a consumer-centric,rather than marketer-centric,perspective in creating brand messages.
A)True
B)False
Answer: True
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Chapter 2: The Big Picture: The Evolution of Advertising and Imc
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Q1) The importance of advertising in individual countries depends on the country's level of development and national attitude toward promotion.
A)True
B)False
Answer: True
Q2) Typically,advertising expenditures are higher in countries with higher _____.
A) budget deficits
B) personal incomes
C) commodity prices
D) media regulations
E) inflation rates
Answer: B
Q3) A. C. Nielsen produced the earliest catalogs, bringing a wide variety of products to new, rural markets.
A)True
B)False
Answer: False
Q4) Which is the first U.S.publication for ad profession?
Answer: Printers' Ink is the first U.S.publication for ad profession.
Page 4
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Q1) Deceptive advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy."
A)True
B)False
Answer: False
Q2) The basic activity of the _____ is the review and evaluation of child-directed advertising in all media.
A) Children's Rights Council
B) Children's Advertising Review Unit
C) Council of Ethical Advertising for Children
D) Children's Advertising and Short Film Board
E) Children's Media Regulatory Council
Answer: B
Q3) An ad for a soft drink that uses the slogan: "Life is good" is employing _____.
A) a comparative fact
B) advocacy information
C) a nonproduct fact
D) a short-term manipulative argument
E) a long-term macro argument
Answer: C
Page 5
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Chapter 4: The Scope of Advertising: From
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Q1) A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.
A) promotional facilitation center
B) interactive agency
C) entrepreneurial agency
D) creative boutique
E) IMC agency
Q2) During the first week of November,local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices.This advertisement is an example of:
A) a regular price-line ad.
B) a classified ad.
C) an institutional ad.
D) a clearance ad.
E) a deceptive ad.
Q3) How can a large multidivisional company benefit from the use of a decentralized advertising department?
Q4) Briefly discuss the four Cs of client/agency relationship.
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Chapter 5: Marketing and Consumer Behavior
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Q1) What are government markets?
Q2) Consumers use physiological screens to evaluate,filter,and personalize information according to subjective emotional standards.
A)True
B)False
Q3) To combat cognitive dissonance,consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.
A)True
B)False
Q4) Since Americans love hot dogs,peanut butter,corn on the cob,and apple pie,a foreign fast food restaurant that recently opened in an American city changed its menu to suit local tastes.This is an example of the influence of _____ in marketing.
A) social class
B) cognitive dissonance
C) culture
D) ethics
E) motivation
Q5) Write a short note on opinion leaders.
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Chapter 6: Market Segmentation and the Marketing Mix
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Q1) _____ establishes a face-to-face situation in which the marketer can learn firsthand about customer wants and needs,and customers find it harder to say no.
A) Viral marketing
B) Intensive distribution
C) Personal selling
D) Selective demand
E) Franchising
Q2) Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product,which is then sold to their customers.
A) resellers
B) brokers
C) private labels
D) jobber
E) original equipment manufacturers
Q3) When sales volume begins to rise rapidly,the product enters the maturity stage of the product life cycle.
A)True
B)False
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Chapter 7: Research
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Q1) What are the disadvantages of in-depth interviews?
Q2) At the beginning of exploratory research,a concise written statement of the research problem and objectives should be formulated.
A)True
B)False
Q3) Which of the following is a factor that can affect quality and costs in research involving telephone surveys?
A) Interview time
B) Cost of focus group facilities
C) Moderator costs
D) Respondent costs
E) Transport costs
Q4) If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.
A)True
B)False
Q5) What are the disadvantages of inquiry tests?
Q6) What are the advantages and disadvantages of using focus groups?
Page 9
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Chapter 8: Marketing and Imc Planning
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Q1) As an element of creative strategy,the _____ are all the vehicles that might transmit the marketer's message.
A) marketing tactics
B) copy points
C) communications media
D) advertising messages
E) product concepts
Q2) Which of the following uses the facts contained in a situation analysis to point out strengths,weaknesses,opportunities,and threats for a brand?
A) Objective/task method
B) Share of market analysis
C) Empirical research method
D) SWOT analysis
E) Percentage of sales method
Q3) Describe the importance of IMC to the study of advertising.
Q4) Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.
A)True
B)False
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Chapter 9: Planning Media Strategy
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Q1) For print media,firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.
A) opportunities to see
B) gross impressions
C) readers per copy
D) rating points
E) clicks per page
Q2) Advertising is most effective when it positions a product as part of the solution that consumers seek.
A)True
B)False
Q3) In a _____ media schedule,advertising runs steadily and varies little over the campaign period.
A) continuous
B) bursting
C) flighting
D) roadblocking
E) blinking
Q4) Describe how spillover media pose a problem for global marketers.
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Chapter 10: Creative Strategy and the Creative Process
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Q1) Creative fatigue occurs when people in the agency start "thinking like the client," especially if the client is a fact-based thinker.
A)True
B)False
Q2) In advertising,creatives refer to:
A) the people (copywriter, ad director, and creative director) who work in the creative department.
B) the elements of the advertising mix that are used in developing a creative strategy.
C) the group of copywriters working in the creative department.
D) the stages in the integration of the visual and nonvisual elements of a creative product.
E) the elements that are chosen in the final version of a creative product.
Q3) One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.
A)True
B)False
Q4) Describe the characteristics of fact-based thinkers.
Q5) Briefly describe the two dimensions of great advertisements.
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Chapter 11: Creative Execution
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Q1) In a _____,the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.
A) thumbnail
B) mechanical
C) dummy
D) comp
E) rough layout
Q2) The headline in a print ad for a chain of hospitals reads,"Choose a hospital based on information,not just location." This is an example of a benefit headline.
A)True
B)False
Q3) Unlike print ads,broadcast commercials do not use a format or layout.
A)True
B)False
Q4) What are the four basic rules that companies should follow while using translators in designing ads?
Q5) Copywriting for print media should be clearer than radio writing.
A)True
B)False
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Chapter 12: Print, Electronic, and Digital Media Production
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Q1) In radio commercial production,a(n)_____ refers to the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices.
A) dub
B) dupe
C) master tape
D) audio console
E) animation
Q2) What is the difference between line art and halftone screens?
Q3) Kerning refers to adding extra space between lines to give a more "airy" feeling to the copy.
A)True
B)False
Q4) _____ refers to spreading or narrowing the spaces between letters that helps improve an ad's appearance and readability.
A) Leading
B) Stripping
C) Animation
D) Kerning
E) Platemaking
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Chapter 13: Using Print Media
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Q1) The guaranteed circulation of a magazine refers to the:
A) circulation figure on which a publisher bases its rates.
B) number of copies of a magazine sold on newsstands
C) number of copies that the publisher expects to circulate.
D) maximum number of copies distributed through all channels.
E) primary circulation plus pass-along readership minus a safety measure of 10 percent.
Q2) In terms of newspaper advertising rates,a(n)_____ refers to a discount applied retroactively as the volume of advertising increases through the year.
A) earned rate
B) contract rate
C) open rate
D) bulk discount
E) frequency discount
Q3) One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.
A)True
B)False
Q4) Briefly describe bleed pages in the context of magazine advertising.
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Chapter 14: Using Electronic Media
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Q1) An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.
A)True
B)False
Q2) In radio advertising,a(n)_____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.
A) run-of-station basis
B) average quarter-hour rating
C) cume audience plan
D) total audience plan package
E) targeted daypart plan
Q3) Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.
A)True
B)False
Q4) In terms of dayparts,prime time tends to be viewed most heavily by women.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Q1) Which of the following is true of buttons?
A) They are more expensive than banners.
B) They are the most common unit of Web advertising.
C) They typically refer to a variety of ads that play between pages on a Web site.
D) They are not typically linked to the advertiser's landing page.
E) They take up lesser space than banners.
Q2) What was the network used by ARPAnet?
Q3) Which of the following is true of banner ads?
A) They are smaller in size as compared to buttons.
B) They are always free and advertisers do not have to pay to the Web sites involved.
C) The standard size for an ad banner is 900 pixels (picture elements) wide by 90 pixels high.
D) They cost less than buttons.
E) They spread across the top or bottom of the Web page.
Q4) List three important distinctions between the Internet and traditional media.
Q5) Why is Internet advertising considered a truly interactive medium?
Q6) Briefly describe keyword purchase.
Q7) How as the Internet changed the way we send mail?
Page 17
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Chapter 16: Social Media
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Q1) The aggregation of all blogs online is typically referred to as _____.
A) blogoworld
B) blogosphere
C) blogouniverse
D) blogoplanet
E) blogohome
Q2) Which the following is one of the largest suppliers of online communities for marketing research purposes?
A) Passenger
B) Pinterest
C) Twitter
D) YouTube
E) MySpace
Q3) Facebook is considered to be the first social media web site.
A)True
B)False
Q4) What are blogs?
Q5) What is the new element that social media brings into advertising and marketing?
Q6) What is RSS?
Q7) List one difference between traditional media and social media.
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Chapter 17: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Q1) Why is packaging design as important as advertising in building a product's brand image?
Q2) Describe the environmental issues associated with packaging.
Q3) Inside cards,a type of transit advertising,are printed on high-grade cardboard and often varnished for weather resistance.
A)True
B)False
Q4) Identify the correct statement regarding packaging.
A) Government agencies do not affect packaging design.
B) A state's packaging requirements may differ from the federal government's requirements in the United States.
C) As manufacturers continue to produce environmentally safe packaging, the marketer's cost of materials reduces.
D) The design of a package may be complex because typical packaging materials support high-resolution printing.
E) Ad agencies are usually involved in packaging decisions.
Q5) Briefly describe transit advertising.
Q6) Why do experts refer to billboards as the "last mass medium?"
Q7) What are exhibitive media?
Page 19
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Chapter 18: Relationship Building
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Q1) _____ refers to short-term reductions in the price of a product.
A) Sampling
B) Cents-off promotion
C) Buyback allowance
D) Slotting allowance
E) Spiff
Q2) List three factors that make sales promotions a unique communication form.
Q3) Consumer sales promotions are an example of a push strategy.
A)True
B)False
Q4) Sierra Miller Inc.is a travel company that sells whitewater rafting and kayaking travel packages.The company has a telemarketing team which regularly gathers information about travel needs from potential customers.This information is entered into the company's electronic system to help segment customer groups based on their needs and requirements.Sierra Miller is using:
A) direct selling.
B) database marketing.
C) sampling.
D) forward buying.
E) cooperative advertising.
Page 20
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Chapter 19: Relationship Building
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Q1) Reputation management:
A) is a short-term tactical process.
B) produces a temporary change in public opinion.
C) includes publicity and press agentry.
D) is a superset of public relations.
E) is applicable solely during a crisis.
Q2) What is the primary role of public relations?
Q3) Which of the following statements about publicity is true?
A) It is a super set of public relations.
B) The media bills its expenses to a company.
C) It involves the generation of news.
D) It has limited sources from which it is generated.
E) It is invariably easy to manage.
Q4) Which of the following is true of public relations?
A) It is restricted to management functions.
B) Its primary goal is to develop transactional relationships.
C) It is undertaken by companies primarily to facilitate sales promotions.
D) Its purpose is to create mutual goodwill among individuals and organizations.
E) It focuses on managing relationships with people solely within an organization.
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