Question 1

One thing that has not changed in marketing communication practices is the dependence on mass media advertising.

Accepted Answer

A) True 
 B)False

Question 2

Over the past two decades,the trend has moved toward greater expenditures on _____.

Accepted Answer

A)  advertising 
B)  public relations 
C)  personal selling 
D)  promotions 
E)  point-of-purchase displays 
A)  advertising 
B)  public relations 
C)  personal selling 
D)  promotions 
E)  point-of-purchase displays

Question 3

Novice managers are more likely than experienced managers to practice IMC.

Accepted Answer

A) True 
 B)False

Question 4

Successful marketing communication requires building relationships between brands and their consumers/customers.

Accepted Answer

A) True 
 B)False

Question 5

The fundament decisions in the marcom decision process are conceptual and strategic,and the implementation decisions are practical and tactical.

Accepted Answer

A) True 
 B)False

Question 6

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each.A key strategic consideration is whether _____.

Accepted Answer

A)  short- or long-term goals are more important 
B)  the budget would allow for the relatively larger expense of advertising 
C)  the organization has the expertise in its current staff to develop successful promotions 
D)  the majority of the target market is price sensitive 
E)  use of sales promotion is necessary given current economic conditions 
A)  short- or long-term goals are more important 
B)  the budget would allow for the relatively larger expense of advertising 
C)  the organization has the expertise in its current staff to develop successful promotions 
D)  the majority of the target market is price sensitive 
E)  use of sales promotion is necessary given current economic conditions

Question 7

Which of the following is NOT a form of media advertising?

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  sales promotions 
E)  newspapers 
A)  television 
B)  radio 
C)  magazines 
D)  sales promotions 
E)  newspapers

Question 8

Frequency,loyalty,or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to _____.

Accepted Answer

A)  speak with one voice 
B)  create synergy 
C)  build customer/brand relationships 
D)  start with the customer/prospect 
E)  reach consumers who cannot be reached through traditional mass media 
A)  speak with one voice 
B)  create synergy 
C)  build customer/brand relationships 
D)  start with the customer/prospect 
E)  reach consumers who cannot be reached through traditional mass media

Question 9

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

Accepted Answer

A)  increase brand awareness 
B)  cut costs 
C)  increase product usage 
D)  enhance brand equity 
E)  increase the rate of purchase 
A)  increase brand awareness 
B)  cut costs 
C)  increase product usage 
D)  enhance brand equity 
E)  increase the rate of purchase

Question 10

Marketing communications is used by which type of organization?

Accepted Answer

A)  business-to-business organizations 
B)  consumer marketing organizations 
C)  not-for-profit organizations 
D)  None of these are correct. 
E)  All of these are correct. 
A)  business-to-business organizations 
B)  consumer marketing organizations 
C)  not-for-profit organizations 
D)  None of these are correct. 
E)  All of these are correct.

Question 11

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the brand-level marcom decision process.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT a budgeting method?

Accepted Answer

A)  top-down budgeting (T
D)  
B)  bottom-up budgeting (BU) 
C)  top-down/bottom-up/top-down process (TDBUT
D)  
D)  bottom-up/top-down process (BUT
D)  
E)  top-down/bottom-up process (TDBU). 
A)  top-down budgeting (T
D)  
B)  bottom-up budgeting (BU) 
C)  top-down/bottom-up/top-down process (TDBUT
D)  
D)  bottom-up/top-down process (BUT
D)  
E)  top-down/bottom-up process (TDBU).

Question 13

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness relative to competitive brands in the product category.

Accepted Answer

A) True 
 B)False

Question 14

Marketing communications play an important role for all companies.

Accepted Answer

A) True 
 B)False

Question 15

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem.What does this mean?

Accepted Answer

A)  There is no solution to the problem. 
B)  It is difficult to define the problem. 
C)  There is no way of determining the mathematical optimum allocation among marcom elements. 
D)  There are solutions, but they are not acceptable. 
E)  There is no way to measure whether the solution chosen was the correct one. 
A)  There is no solution to the problem. 
B)  It is difficult to define the problem. 
C)  There is no way of determining the mathematical optimum allocation among marcom elements. 
D)  There are solutions, but they are not acceptable. 
E)  There is no way to measure whether the solution chosen was the correct one.

Question 16

Which of the following is NOT a change in marketing communication practices?

Accepted Answer

A)  increased reliance on outside suppliers, or specialized services 
B)  reduced dependence on mass media advertising 
C)  increased reliance on highly targeted communication methods 
D)  heightened demands on suppliers 
E)  increased efforts to assess communications' return on investment 
A)  increased reliance on outside suppliers, or specialized services 
B)  reduced dependence on mass media advertising 
C)  increased reliance on highly targeted communication methods 
D)  heightened demands on suppliers 
E)  increased efforts to assess communications' return on investment

Question 17

_____ allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Accepted Answer

A)  Targeting 
B)  Positioning 
C)  Budgeting 
D)  Setting objectives 
E)  Momentum 
A)  Targeting 
B)  Positioning 
C)  Budgeting 
D)  Setting objectives 
E)  Momentum

Question 18

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

Accepted Answer

A)  media advertising 
B)  promotions 
C)  place advertising 
D)  point-of-purchase advertising 
E)  public relations 
A)  media advertising 
B)  promotions 
C)  place advertising 
D)  point-of-purchase advertising 
E)  public relations

Question 19

The marketing mix for a brand consists of _____.

Accepted Answer

A)  product 
B)  price 
C)  promotion 
D)  place 
E)  All of these are correct. 
A)  product 
B)  price 
C)  promotion 
D)  place 
E)  All of these are correct.

Question 20

Which of the following is NOT a communications outcome measure?

Accepted Answer

A)  purchase intentions 
B)  brand awareness 
C)  message comprehension 
D)  attitude toward the brand 
E)  All of these are measures of communication outcomes. 
A)  purchase intentions 
B)  brand awareness 
C)  message comprehension 
D)  attitude toward the brand 
E)  All of these are measures of communication outcomes.

Exam 1: An Overview of Integrated Marketing Communications

One thing that has not changed in marketing communication practices is the dependence on mass media advertising.

Over the past two decades,the trend has moved toward greater expenditures on _____.

Novice managers are more likely than experienced managers to practice IMC.

Successful marketing communication requires building relationships between brands and their consumers/customers.

The fundament decisions in the marcom decision process are conceptual and strategic,and the implementation decisions are practical and tactical.

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each.A key strategic consideration is whether _____.

Which of the following is NOT a form of media advertising?

Frequency,loyalty,or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to _____.

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

Marketing communications is used by which type of organization?

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the brand-level marcom decision process.

Which of the following is NOT a budgeting method?

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness relative to competitive brands in the product category.

Marketing communications play an important role for all companies.

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem.What does this mean?

Which of the following is NOT a change in marketing communication practices?

_____ allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

The marketing mix for a brand consists of _____.

Which of the following is NOT a communications outcome measure?

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters