Multiple Choice Questions on IMC

CO1

1. The marketing mix for a brand consists of ____.

a. product
b. price
c. promotion
d. place
e. All of these are correct
ANS: E PTS: 1

2. Marketing communications is used by which type of organization?

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
ANS: E PTS: 1

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

a. television
b. radio
c. magazines
d. sales promotions
e. newspaper
ANS: D PTS: 1

4. Which term is preferred by most marketing practitioners to refer to the collection of

advertising, sales promotions, public relations, event marketing, and other
communication
devices?
a. marketing promotion
b. promotion
c. sales promotion
d. marketing communications
e. integrated marketing communications
ANS: D PTS: 1

5. ____ is the philosophy and practice of carefully coordinating a brand’s sundry marketing
communications elements.
a. Interactive marketing
b. Branding
c. Synergistic marketing communications
d. Synergistic marketing
e. Integrated marketing communications
ANS: E PTS: 1

6. Which of the following has NOT been a reason for the reluctance to change from a single-
function, specialist model to an IMC model?
a. no way to assess the effectiveness of integration
b. managerial parochialism
c. fear that change might lead to possible budget cutbacks in their areas of control
d. reluctance of agencies to broaden their function beyond the one aspect of marketing
communications in which they have developed expertise and built their reputations
e. fear of reduction in authority and power
ANS: A PTS: 1

7. Which of the following statements is true regarding the adoption of IMC?

a. Novice managers are more likely than experienced managers to practice IMC.
b. Firms involved in marketing services rather than products are more likely to have adopted
IMC.
c. Business-to-business firms are more likely to adopt IMC than business-to-consumer firms.
d. Less sophisticated firms are likely adherents to IMC.
e. All of these are true regarding the adoption of IMC.
ANS: B PTS: 1

8. Milo is employed by a manufacturer of consumer packaged goods products. His job entails
the planning, creation, integration, and implementation of diverse forms of marcom, such
as advertising, sales promotion, publicity releases, events, etc., that are delivered over time
to a brand’s targeted customers and prospects with the ultimate goal of influencing or
directly affecting their behavior. Milo is performing ____.
a. integrated marketing (IM)
b. marketing communications (marcom)
c. integrated marketing communications (IMC)
d. promotion marketing (PM)
e. integrated promotion management (IPM)
ANS: C PTS: 1

9. The ultimate goal of integrated marketing communications is to ____.

a. increase brand awareness
b. affect the behavior of the targeted audience
c. learn how to outsell the competition
d. lower production costs
e. All of these are correct.
ANS: B PTS: 1

10. Which of the following is NOT a key feature of IMC?

a. The customer represents the starting point for all marketing communications activities.
b. Brand managers and their agencies should be amenable to using various marketing
communication tools.
c. Multiple messages must speak with a single voice.
d. The ultimate goal is to influence brand awareness and enhance consumer attitudes toward
the brand.
e. Build relationships.
ANS: D PTS: 1

11. A key feature of IMC is that the process should ____.

a. use an “inside-out” approach
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 back to the brand communicator in
determining the most appropriate messages and media
e. utilize the same communication media over time
ANS: D PTS: 1

12. Today, consumers are not only passive receivers of marcom messages, but are often active
participants in the marcom process due to ____.
a. economic advances
b. technological developments
c. increases in the use of sales promotion
d. changes in demographics
e. expansion of advertising agency services
ANS: B PTS: 1

CO2

1. For innovations that are not perceived by consumers as compatible with their lifestyle, a
strategy for overcoming this involves heavy ____.
a. sales promotion
b. personal selling
c. public relations
d. trade promotions
e. advertising
ANS: E PTS: 1

2. An advertisement that was designed to keep a company's brand fresh in the consumer's
memory performs the advertising function of ____.
a. informing
b. persuading
c. adding value
d. reminding
e. assisting other company efforts
ANS: D PTS: 1

3. Advertising adds value to brands by ____.

a. influencing perceptions
b. innovating the offering
c. improving the quality of the offering
d. creating primary demand
e. creating secondary demand
ANS: A PTS: 1

4. Targeting implies precision and ____.

a. efficiency of effort
b. efficiency of placement
c. efficiency of promotion
d. efficiency of advertising
e. efficiency of pricing
ANS: A PTS: 1

5. ____ represents information about consumers’ behavior in a particular product category

or set of related categories.
a. Demographics
b. Behaviorgraphics
c. Psychographics
d. Geodemographics
e. Lifestyle analysis
ANS: B PTS: 1

6. Aspects of consumers’ psychological makeup and lifestyles - including their attitudes, values,

and motivation - comprise ____.

a. demographic characteristics
b. purchasing characteristics
c. behavioral characteristics
d. psychographic characteristics
e. physical characteristics
ANS: D PTS: 1

7. Demographic variables include characteristics such as age, income, and ____.

a. voting preferences
b. ethnicity
c. purchasing preferences
d. place of residence
e. all of the above
ANS: B PTS: 1

8. A marketer positioning a product to appeal to members of the “Experiencers” category

should emphasize all EXCEPT which of the following benefits?
a. fashion
b. entertainment
c. outdoor recreation
d. economical
e. social
ANS: D PTS: 1

9. An advertisement that is designed to presell a company's products and provide salespeople

with valuable introductions performs the advertising function of ____.
a. informing
b. persuading
c. adding value
d. reminding
e. assisting other company efforts
ANS: E PTS: 1

10. Advertising that is designed to deliver coupons and sweepstakes is performing the function
of ____.
a. informing
b. influencing
c. reminding
d. adding value
e. assisting other company efforts
ANS: E PTS: 1
11. A brand positioned in terms of ____ needs attempts to provide solutions to consumers’
current consumption-related problems or potential problems by communicating that the
brand possesses specific benefits capable of solving those problems.
a. experiential
b. symbolic
c. functional
d. rational
e. emotional
ANS: C PTS: 1

12. ____ is the process of creating ad messages, selecting media in which to place the ads, and
measuring the effects of the advertising efforts.
a. Marketing management
b. Advertising management
c. Marcom management
d. Promotion management
e. Advertising
ANS: B PTS: 1

CO3

1. Message research has historically focused excessively on the ____ aspect of human behavior
and given insufficient attention to ____ aspects.
a. hedonic/functional
b. central/peripheral
c. rational/emotional
d. motivational/perceptual
e. personality/situational
ANS: C PTS: 1

2. Objective setting and budgeting decisions must be ____.

a. short-term
b. long-term
c. short-term and long-term
d. formal and systematic
e. unplanned
ANS: D PTS: 1

3. Which of the following is NOT a marcom implementation decision?

a. budgeting
b. choice of messages
c. media
d. mixture of marcom elements
e. achievement of momentum
ANS: A PTS: 1

4. Advertising research enables management to increase advertising’s contribution toward

achieving ____ and yielding a reasonable return on investment.
a. media objectives
b. scientific understanding
c. marketing goals
d. consumer response
e. a positive brand image

ANS: C PTS: 1
5. Which of the following is NOT a marcom budgeting method?
a. percentage-of sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. communication-based method
ANS: E PTS: 1

6. The advertising budget procedure used most frequently is the ____ method.
a. percentage-of-sales
b. arbitrary allocation
c. marginal cost
d. competitive parity
e. objective-and-task
ANS: E PTS: 1

7. Which budgeting method sets the budget by examining what competitors are doing?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
ANS: C PTS: 1

8. A clothing store that sets their advertising budget by following the major competitor and
adding an additional 15 percent is using the ____ method.
a. percentage-of-sales
b. arbitrary allocation
c. objective-and-task
d. competitive parity
e. affordability
ANS: D PTS: 1

9. ____ 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. Public relations
b. Advertising
c. Communications
d. Marketing
e. Marcom
ANS: B PTS: 1

10. To distinguish advertising, which typically is conveyed via print, TV, radio, the Internet, etc.,
from person-to-person forms of communication, including personal selling and word of
mouth, the term ____ communication is used.
a. mediated
b. paid-for
c. commercial
d. technological
e. focused
ANS: A PTS: 1

11. Marketing communicators can most effectively gain the consumer’s attention by creating
messages that truly appeal to their needs for ____.
a. product-relevant information
b. positioning-relevant information
c. demographic-relevant information
d. promotion-relevant information
e. sensory stimulation
ANS: A PTS: 1

12. It is difficult to evaluate the impact of advertising message as there is no immediate and
accurate _______________.
a. Legal environment
b. Feedback mechanism
c. Convenient purchasing
d. Educative
e. None of these
ANS: B PTS: 1

CO4

1. Marketers can enhance consumers' motivation to attend to a message by ____.

a. increasing curiosity about the brand
b. repeating the ad on multiple occasions
c. employing verbal framing
d. appealing to hedonistic needs
e. using concretizations
ANS: D PTS: 1

2. In general, novel messages are ____.

a. unusual
b. distinctive
c. unpredictable
d. none of these
e. unusual, distinctive, and unpredictable
ANS: E PTS: 1

3. A marketer who is using colorful ads is enhancing the consumers' ____.

a. motivation to attend to the message
b. motivation to process brand information
c. opportunity to encode information
d. opportunity to reduce processing time
e. ability to access knowledge structures
ANS: A PTS: 1
4. ____ are the general communication methods that carry advertising messages, such as
television, magazines, newspapers, and so on.
a. Media
b. Vehicles
c. Channels
d. Conduits
e. Delivery mechanisms
ANS: A PTS: 1

5. The specific broadcast programs or print choices in which advertisements are placed are
referred to as ____.
a. media
b. vehicles
c. channels
d. conduits
e. delivery mechanisms
ANS: B PTS: 1

6. In advertising terminology, newspaper is the ____ and the Wall Street Journal is the ____.
a. script; sponsor
b. vehicle; medium
c. medium; vehicle
d. vehicle; sponsor
e. medium; sponsor
ANS: C PTS: 1

7. Often called a “hand-in-glove” relationship, advertising ____ considerations are inextricably

related.
a. target market and brand appeal
b. research and consumer response
c. awareness and knowledge generation
d. reach and rating points
e. message and media
ANS: E PTS: 1

8. The choice of ____ is, in many respects, the most complicated of all marketing
communications decisions due to the variety of decisions that must be made.
a. celebrity endorser
b. message appeal
c. advertising agency
d. media and vehicles
e. research method
ANS: D PTS: 1

9. What recent and dramatic change has occurred with regard to media planning?
a. Advertisers have changed the compensation system for the media planning and buying
functions performed by their full-service advertising agencies.
b. Advertisers are conducting the media planning function in-house rather than using outside
advertising agencies.
c. Advertisers are spending dramatically less on media than previously.
d. Advertisers are “unbundling” media planning from full service agencies and consolidating
this function across multiple brands.
e. Media planning is done completely with computer software to eliminate the subjective
influences that may result in inefficient media plans.
ANS: D PTS: 1

10. ____ is the design of a strategy that shows how investments in advertising time and space
will contribute to the achievement of marketing objectives.
a. Media planning
b. Marketing planning
c. Communications planning
d. Continuity planning
e. Cost planning
ANS: A PTS: 1

11. Which of the following is NOT an activity performed in developing the media strategy?
a. determining the advertising budget
b. selecting the target audience
c. specifying media objectives
d. selecting media categories and vehicles
e. buying media
ANS: A PTS: 1

12. The average television household now has upwards of 90 or more TV channels from which
to choose, which means that advertisements simply do not reach the large numbers of
consumers they once did. This is referred to as ____.
a. technology transfer
b. clutter
c. media myopia
d. multi-media dispersion
e. audience fractionalization
ANS: E PTS: 1

CO5

1. In recent years there have been increased efforts on the part of advertisers and their
agencies to locate new media that are ____ than the established media.
a. more geographically dispersed
b. easier to buy, more efficient, and more conducive to audience segmentation
c. less fractionalized and impersonal
d. more relationship oriented
e. less costly, less cluttered, and more effective
ANS: E PTS: 1

2. Which of the following is an Internet advertising format?

a. web sites
b. search engine advertising
c. superstitials
d. e-mail advertising
e. all of the above
ANS: E PTS: 1
3. Procter & Gamble has created a web site called “The People’s Choice” that focuses on
entertainment and allows consumers to share their views on matters such as reality TV
programs, entertainers, musicians, etc. This is an example of a ____ site.
a. customized product
b. social networking
c. sales promotion
d. product placement
e. video advertising
ANS: B PTS: 1

4. Which is the leading search engine?

a. Google
b. Yahoo
c. Ask Jeeves
d. Seek-it-out
e. Netscape
ANS: A PTS: 1

5. Yellow pages, video games, and brand placement are examples of ____.
a. direct advertising
b. indirect advertising
c. niche advertising
d. electronic advertising
e. stealth advertising
ANS: B PTS: 1

6. Promotion refers to any incentive used by a ____ to induce the trade.

a. wholesaler
b. retailer
c. manufacturer
d. salesperson
e. channel partner
ANS: C PTS: 1

7. ____ refers to any incentive used by a manufacturer to encourage the sales force to
aggressively sell it.
a. Promotion
b. Placement
c. Advertising
d. Marketing
e. Inducement
ANS: A PTS: 1

8. In contrast to advertising, which typically, though not always, is relatively long term in
orientation and best suited to enhancing buyer attitudes and augmenting brand equity;
promotion is more short-term oriented and capable of influencing ____.
a. awareness
b. intentions
c. knowledge
d. perceptions
e. behavior
ANS: E PTS: 1

9. The biggest users of sales promotion are ____.

a. banks
b. insurance companies
c. automobile manufacturers
d. consumer packaged-goods companies
e. chemical companies
ANS: D PTS: 1

10. ____ is an organizational activity involved with fostering goodwill between a company and
its various publics.
a. Advertising
b. Promotion
c. Public relations
d. Personal selling
e. Marketing
ANS: C PTS: 1

11. Public relations efforts can be aimed at ____.

a. employees
b. stockholders
c. governments
d. labor groups
e. all of the above
ANS: E PTS: 1

12. Which of the following is a factor that should be considered when evaluating whether an
event represents a suitable association for a brand?
a. Image matchup
b. Target audience fit
c. Sponsor misidentification
d. Clutter
e. All of these are correct.
ANS: E PTS: 1