Question 1

Which of the following conditions must be met to effectively utilize integrated marketing communications?

Accepted Answer

A)  Individuals working in marketing need to thoroughly understand the creative process of advertising.
B)  Advertising agencies need to acquire firms specializing in other areas of marketing communications.
C)  Individuals working in marketing,advertising,and other promotional areas need to better understand how to use a variety of marketing communications tools.
D)  All promotional mix elements need to be brought under the control of the ad agency
E)  All of the above conditions must be met for an effective utilization of integrated marketing communications.F) A) and B)
G) All of the above

Question 2

Which of the following statements describes a reason why marketers are adopting the concept of integrated marketing communications?

Accepted Answer

A)  There is a shift in marketplace power from retailers to manufacturers.
B)  Escalating price competition in many markets has forced marketers to spend more of their promotional budget on price promotions rather than media advertising.
C)  Privacy issues are causing many marketers to abandon database marketing.
D)  Companies are paying their advertising agencies using a fixed salary as opposed to incentive plans.
E)  All of the above are reasons why marketers are adopting the concept of integrated marketing communications.F) A) and E)
G) B) and E)

Question 3

Which of the following statements accurately describe how mass communication differs from personal communication?

Accepted Answer

A)  To reach a large audience,interpersonal communication is faster.
B)  Interpersonal communication messages are more easily adapted to the receiver.
C)  Mass communication has a greater ability to attract attention.
D)  Cost per individual reached tends to be higher with mass communication.
E)  Feedback tends to be more accurate with mass communication.F) All of the above
G) A) and C)

Question 4

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

Accepted Answer

A)  primary demand
B)  trade
C)  consumer
D)  national
E)  retailF) A) and E)
G) B) and D)

Question 5

The first step in the IMC planning process is:

Accepted Answer

A)  the situation analysis
B)  budget determination.
C)  a review of the marketing plan
D)  specification of communications objectives
E)  development of the promotional mix strategiesF) B) and E)
G) A) and C)

Question 6

Which of the following organizations is most likely to rely heavily on personal selling?

Accepted Answer

A)  marketers of packaged goods products like detergent,cake mixes,and sugar
B)  the hotel and restaurant industry
C)  governmental regulatory agencies
D)  business-to-business marketers of robotic surgical equipment
E)  a retailer that sells professional sports uniformsF) All of the above
G) C) and D)

Question 7

Advocates of integrated marketing communications argue that:

Accepted Answer

A)  a company communicates with its customers primarily through media advertising
B)  a company communicates with its customers primarily through one-on-one communication techniques.
C)  package design is the most important way of communicating with customers
D)  nonpersonal communications is more effective than personal communications
E)  none of the above is trueF) A) and B)
G) A) and C)

Question 8

Traditionally,__________________ has been the cornerstone of brand-building efforts.

Accepted Answer

A)  interactive media
B)  mass-media advertising
C)  public relations
D)  government policy controls
E)  personal selling See IMC Perspective 1-2.F) B) and D)
G) B) and E)

Question 9

A used bookstore that ran an ad in which it announced a "12-hour,everything must go" sale would be using:

Accepted Answer

A)  homogeneous marketing
B)  direct-response advertising
C)  a direct-action promotion
D)  indirect-response advertising
E)  bait and switch advertisingF) B) and E)
G) B) and C)

Question 10

Which of the following statements about marketing is true?

Accepted Answer

A)  A marketing transaction does not have to involve the exchange of money.
B)  Marketing is used by nonprofit organizations.
C)  Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction.
D)  Effective marketing requires that managers recognize the interdependence of sales and promotion and how they can be combined to develop a marketing program.
E)  All of the above statements about marketing are true.F) C) and E)
G) B) and D)

Question 11

Primary demand advertising is designed to:

Accepted Answer

A)  draw particular attention to a particular branded item
B)  stimulate demand for a general product class or industry
C)  help launch a specific line extension
D)  compare two or more competitors in a real world situation
E)  create a market share gain for the industry leaderF) A) and C)
G) A) and B)

Question 12

Which of the following statements about marketing is true?

Accepted Answer

A)  Most marketers are seeking a one-time exchange or transaction with their customers.
B)  The focus of production-driven companies is on developing and sustaining relationships with their customers.
C)  It is often more cost effective to use marketing to retain customers than to acquire new ones.
D)  Marketing does not play an important role in developing and sustaining relationships with customers.
E)  By definition,a marketing transaction involves the exchange of money.F) A) and D)
G) A) and E)

Question 13

_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales,market share,and profitability.

Accepted Answer

A)  Communication objectives
B)  Marketing objectives
C)  Advertising platforms
D)  Segmentation approaches
E)  External analysis factorsF) B) and D)
G) C) and D)

Question 14

What is the next stage in the IMC planning process,once marketing and communication objectives have been set?

Accepted Answer

A)  budget determination
B)  implementation of those objectives
C)  media selection scheduling
D)  recruitment of marketing and promotion personnel
E)  development of the IMC programF) A) and B)
G) A) and E)

Question 15

Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?

Accepted Answer

A)  advertising
B)  publicity
C)  packaging
D)  sales promotion
E)  direct marketingF) C) and D)
G) D) and E)

Question 16

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Accepted Answer

A)  Primary demand
B)  Selective demand
C)  Trade
D)  Secondary demand
E)  IndustrialF) A) and B)
G) None of the above

Question 17

The goal of an integrated marketing communications program is to:

Accepted Answer

A)  have all of a company's marketing and promotional activities project a consistent unified image to its customers
B)  control all facets of a product's distribution
C)  communicate with customers primarily through advertising
D)  have complete control over all facets of the marketing mix
E)  create a brand image so strong that it destroys all of its competitionF) A) and B)
G) C) and D)

Question 18

A marketing plan usually includes all of the following EXCEPT:

Accepted Answer

A)  a program for implementing marketing strategy
B)  criteria and procedures for the hiring all marketing personnel
C)  a way to monitor and evaluate performance
D)  the establishment of marketing objectives
E)  a detailed situation analysisF) C) and E)
G) B) and D)

Question 19

Prior to the movement to integrated marketing communications,the promotional function in most companies was dominated by:

Accepted Answer

A)  mass media advertising
B)  sales promotion
C)  public relations
D)  publicity
E)  direct marketingF) B) and D)
G) D) and E)

Question 20

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

Accepted Answer

A)  consumer-oriented sales promotion
B)  trade-oriented sales promotion
C)  direct marketing incentives
D)  public relations
E)  strategic promotionsF) B) and D)
G) B) and C)

Exam 1: An Introduction to Integrated Marketing Communications

The first step in the IMC planning process is:

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Which of the following conditions must be met to effectively utilize integrated marketing communications?

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Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

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Which of the following statements about marketing is true?

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A used bookstore that ran an ad in which it announced a "12-hour,everything must go" sale would be using:

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Which of the following statements accurately describe how mass communication differs from personal communication?

Correct AnswerverifiedShow Answer

Prior to the movement to integrated marketing communications,the promotional function in most companies was dominated by:

Correct AnswerverifiedShow Answer

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

Correct AnswerverifiedShow Answer

Primary demand advertising is designed to:

Correct AnswerverifiedShow Answer

Which of the following statements describes a reason why marketers are adopting the concept of integrated marketing communications?

Correct AnswerverifiedShow Answer

Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?

Correct AnswerverifiedShow Answer

Which of the following organizations is most likely to rely heavily on personal selling?

Correct AnswerverifiedShow Answer

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Correct AnswerverifiedShow Answer

Advocates of integrated marketing communications argue that:

Correct AnswerverifiedShow Answer

Which of the following statements about marketing is true?

Correct AnswerverifiedShow Answer

The goal of an integrated marketing communications program is to:

Correct AnswerverifiedShow Answer

_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales,market share,and profitability.

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A marketing plan usually includes all of the following EXCEPT:

Correct AnswerverifiedShow Answer

What is the next stage in the IMC planning process,once marketing and communication objectives have been set?

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Traditionally,__________________ has been the cornerstone of brand-building efforts.

Correct AnswerverifiedShow Answer

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