Question 1

The concept of media is relevant to all marcom tools.

Accepted Answer

A) True 
 B)False

Question 2

Discuss reasons why firms have not practiced integrated marketing communications (IMC)all along and why there is a reluctance to change.

Accepted Answer

Organizations traditionally have handled

Question 3

Affecting the behavior of the target audience means that marketing communications must _____.

Accepted Answer

A)  influence brand awareness 
B)  move people to action 
C)  enhance consumer attitudes toward the brand 
D)  reach the target audience efficiently and effectively using touchpoints that fit the audience 
E)  speak with a single voice 
A)  influence brand awareness 
B)  move people to action 
C)  enhance consumer attitudes toward the brand 
D)  reach the target audience efficiently and effectively using touchpoints that fit the audience 
E)  speak with a single voice

Question 4

Which approach will best serve the customers' needs and motivate them to purchase the brand?

Accepted Answer

A)  inside-out 
B)  outside-in 
C)  top-down 
D)  bottom-up 
E)  combination 
A)  inside-out 
B)  outside-in 
C)  top-down 
D)  bottom-up 
E)  combination

Question 5

For a given level of expenditure,there is no way of determining the optimum mathematical allocation between advertising and promotion that will maximize revenue or profit because _____.

Accepted Answer

A)  they are somewhat interchangeable 
B)  they produce a synergistic effect 
C)  advertising is appropriate for early stages of the product life cycle, and promotion is more appropriate during later stages 
D)  they are somewhat interchangeable and produce a synergistic effect 
E)  None of these are correct. 
A)  they are somewhat interchangeable 
B)  they produce a synergistic effect 
C)  advertising is appropriate for early stages of the product life cycle, and promotion is more appropriate during later stages 
D)  they are somewhat interchangeable and produce a synergistic effect 
E)  None of these are correct.

Question 6

Consumer sales promotion includes all of the following EXCEPT _____.

Accepted Answer

A)  contests/sweepstakes 
B)  rebates 
C)  premiums 
D)  quantity discounts 
E)  free samples 
A)  contests/sweepstakes 
B)  rebates 
C)  premiums 
D)  quantity discounts 
E)  free samples

Question 7

John is a subunit manager at a large consumer packaged goods manufacturer.Every year,he and the managers of the other subunits determine how much is needed to achieve their objectives,and the amounts are then combined to establish the total marketing budget.This is an example of _____ budgeting.

Accepted Answer

A)  top-down 
B)  bottom-up 
C)  top-down/bottom-up 
D)  bottom-up/top-down 
E)  combination 
A)  top-down 
B)  bottom-up 
C)  top-down/bottom-up 
D)  bottom-up/top-down 
E)  combination

Question 8

The fundamental decisions in the marketing communications decision-making process are conceptual and strategic,and the implementation decisions are practical and tactical.

Accepted Answer

A) True 
 B)False

Question 9

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

Accepted Answer

A)  relationship statement 
B)  creative brief 
C)  positioning statement 
D)  contact brief 
E)  touchpoint 
A)  relationship statement 
B)  creative brief 
C)  positioning statement 
D)  contact brief 
E)  touchpoint

Question 10

The idea that a brand's touchpoints should surround the target audience is known as _____.

Accepted Answer

A)  consumer-oriented marketing 
B)  the media-neutral approach 
C)  360-degree branding 
D)  the rotation principle 
E)  event marketing 
A)  consumer-oriented marketing 
B)  the media-neutral approach 
C)  360-degree branding 
D)  the rotation principle 
E)  event marketing

Question 11

Which of the following is a benefit of both earned and paid media?

Accepted Answer

A)  longevity 
B)  cost efficiency 
C)  transparency 
D)  versatility 
E)  control 
A)  longevity 
B)  cost efficiency 
C)  transparency 
D)  versatility 
E)  control

Question 12

The use of marketing communications is not appropriate for nonprofit organizations.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an example of a communication outcome?

Accepted Answer

A)  increase sales to grocery stores by 10 percent 
B)  increase total sales by 15 percent 
C)  maintain existing sales levels in Japan 
D)  increase brand awareness by 15 percent 
E)  increase sales in Mexico by 15 percent 
A)  increase sales to grocery stores by 10 percent 
B)  increase total sales by 15 percent 
C)  maintain existing sales levels in Japan 
D)  increase brand awareness by 15 percent 
E)  increase sales in Mexico by 15 percent

Question 14

What does the phrase "speak with a single voice" mean?

Accepted Answer

A)  Carefully select those tools that are most appropriate for the communications objective at hand. 
B)  Reach the target audience efficiently and effectively using touchpoints that fit the audience. 
C)  Successful marketing communications requires building relationships between brands and their consumers/customers. 
D)  All marketing communication elements should use the same endorser so that consumers do not get confused. 
E)  Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action. 
A)  Carefully select those tools that are most appropriate for the communications objective at hand. 
B)  Reach the target audience efficiently and effectively using touchpoints that fit the audience. 
C)  Successful marketing communications requires building relationships between brands and their consumers/customers. 
D)  All marketing communication elements should use the same endorser so that consumers do not get confused. 
E)  Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 15

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.

Accepted Answer

A) True 
 B)False

Question 16

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Accepted Answer

A) True 
 B)False

Question 17

A key feature of integrated marketing communications is that the process should _____.

Accepted Answer

A)  use an "inside-out" approach in identifying communication vehicles 
B)  be restricted to only one or a select number of communication media 
C)  use the same media to reach all target audiences to improve efficiency 
D)  start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand 
E)  utilize the same communication media over time 
A)  use an "inside-out" approach in identifying communication vehicles 
B)  be restricted to only one or a select number of communication media 
C)  use the same media to reach all target audiences to improve efficiency 
D)  start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand 
E)  utilize the same communication media over time

Question 18

The promotional mix is the collection of specific elements of a brand's 4Ps-product,place (distribution),price,and promotion-and usually aimed at a target market.

Accepted Answer

A) True 
 B)False

Question 19

An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.

Accepted Answer

A) True 
 B)False

Question 20

List and briefly describe the promotional mix elements.

Accepted Answer

1.Advertising.Advertising is any paid fo

Exam 1: An Overview of Integrated Marketing Communications

The concept of media is relevant to all marcom tools.

Discuss reasons why firms have not practiced integrated marketing communications (IMC)all along and why there is a reluctance to change.

Affecting the behavior of the target audience means that marketing communications must _____.

Which approach will best serve the customers' needs and motivate them to purchase the brand?

For a given level of expenditure,there is no way of determining the optimum mathematical allocation between advertising and promotion that will maximize revenue or profit because _____.

Consumer sales promotion includes all of the following EXCEPT _____.

John is a subunit manager at a large consumer packaged goods manufacturer.Every year,he and the managers of the other subunits determine how much is needed to achieve their objectives,and the amounts are then combined to establish the total marketing budget.This is an example of _____ budgeting.

The fundamental decisions in the marketing communications decision-making process are conceptual and strategic,and the implementation decisions are practical and tactical.

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

The idea that a brand's touchpoints should surround the target audience is known as _____.

Which of the following is a benefit of both earned and paid media?

The use of marketing communications is not appropriate for nonprofit organizations.

Which of the following is an example of a communication outcome?

What does the phrase "speak with a single voice" mean?

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

A key feature of integrated marketing communications is that the process should _____.

The promotional mix is the collection of specific elements of a brand's 4Ps-product,place (distribution),price,and promotion-and usually aimed at a target market.

An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.

List and briefly describe the promotional mix elements.

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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