NPTEL Online Certification Course

Indian Institute of Technology Roorkee

Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 1: ASSIGNMENT 1

Q1) Below are pairs of taglines or marketing communication phrases and their respective
brands. Identify which pair(s) is/are NOT correctly matched.

1. Max Healthcare: "Hum apki seva m hai tyaar" (We are ready to serve you).
2. Hyundai: "Khushiyon Ki Chabi" (Key to Happiness).
3. Pepsi: "Open happiness."
4. Mountain Dew: "Dar k aage jeet hai" (Victory lies beyond fear).

A) 4 only
B) 1, 2, and 3
C) 3 only
D) 2 and 3

Q2) Read the following statements and identify which one is correct:

Statement 1: Integrated Marketing Communication (IMC) is largely about hope and fear.

Statement 2: The tagline "Apki Apni Dukan" (Your own shop) is associated with Facebook.

A) Only Statement 1 is correct.

B) Only Statement 2 is correct.
C) Both statements are correct.
D) Neither statement is correct.

Q3) Which of the following are reasons why marketing communication occurs? (Select
all that apply)

1. Recall
2. Convince
3. Sustainability
4. Persuade
5. Persuade further repurchase
6. Create emotional dissonance

Q4) Marketing communication is all about how to ‘create, _______, manage and
_________ message associated with the marketing purpose.

A) Deliver and evaluate

B) Distribute and measure
C) Convey and assess
D) Develop and modify

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Q5) According to the American Marketing Association (AMA), marketing is primarily
about:

A) Maximizing profit through aggressive advertising and market penetration.

B) Understanding customer needs and creating value through offerings and exchanges.
C) Utilizing digital media to drive sales through targeted advertisements.
D) Establishing a strong corporate identity and public relations strategy.

Q6) Read the following statements and identify which one is correct:

Statement 1: Internal flow of marketing communication directed towards customers, channel

members, companies and other public agencies.

Statement 2: External flow of marketing communication directed towards company

employees and departments stockholders.

A) Only Statement 1 is correct.

B) Only Statement 2 is correct.
C) Both statements are correct.
D) Neither statement is correct.

Q7) Who gave the following definition of Integrated Marketing Communication (IMC):

“The concept under which a company carefully integrates and coordinates its many
communication channels to deliver a clear, consistent and compelling message about the
organization and its products.”

A) Philip Kotler
B) American Association of Advertising Agencies
C) Don Schultz
D) AMA

Q8) Which of the following are emerging trends impacting marketers and markets in the
twenty-first century? (Select all that apply)

A) Globalization
B) Customer/Consumer Behavior
C) Fragmentation of traditional media
D) Dislocation of Labour
E) Integration of traditional media
F) Capital Flow
G) Market Saturation

Q9) Which company or brand used the tagline "Dil kholo, duniya khul jayegi" (Open
your heart, the world will open) as part of its marketing strategy for positioning?

A) Amazon
B) Coca-Cola
C) Nescafe

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 D) Facebook

Q10) Which of the following is a key component of IMC?

A) Advertising
B) Distribution
C) Discounts
D) Segmentation

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 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 2: ASSIGNMENT 2

Q1) Who defines design thinking as "Design thinking is a human centred approach to
innovation that draws from the designer's toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success."

A) Tim Brown
B) Tim Cook
C) Philip Kotler
D) Peter F. Drucker

Q2) What is Product Placement in the context of marketing and advertising?

A) A strategy for pricing products competitively.

B) The process of placing products in a retail store for better visibility.
C) A method of featuring branded products within media content like movies or TV
shows.
D) A technique for promoting products through direct marketing channels.

Q3) Which of the following statements is not aligned with the idea that marketers and
communicators must be responsible for their customers/respondents in the context of
design thinking?

A) The power of communication can influence and shape customer behavior.

B) Marketers must consider the extent of communication when delivering messages.
C) Marketers have the right to manipulate customer emotions for business gain.
D) Ethical communication is a key principle in responsible marketing and design
thinking.

Q4) Imagine a company launches a new product and sends a press release to major TV
and radio stations, along with a media kit that includes images, videos, and detailed
product information. This communication strategy is most closely related to which type
of marketing tool.

A) Social Media Marketing

B) Broadcast Media
C) Print Media
D) Word of Mouth

Q5) Which of the following is a key reason to focus on communication effectiveness in

marketing?

A) To make marketing messages longer

B) To increase customer engagement and response
C) To focus on traditional communication channels only
D) To limit the scope of marketing campaigns
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Q6) Read the following statements and identify which one(s) is/are correct:

Statement 1: Words and Pictures help us to foresee the effectiveness of communication.

Statement 2: Projection does not help in foreseeing the effectiveness of communication.

A) Only Statement 1 is correct.

B) Only Statement 2 is correct.
C) Both statements are correct.
D) Neither statement is correct.

Q7) What is the role of priming in Integrated Marketing Communication (IMC)?

A) Priming is a marketing strategy that focuses on creating brand associations through

frequent exposure.
B) Priming involves the use of specific words and messages that influence consumer
perception and decision-making.
C) Priming is a marketing strategy that focuses on generating immediate sales through
discounts.
D) Priming involves creating complex visual designs to confuse competitors.

Q8) Which of the following is not an IMC audience contact tool?

A) Sales Promotion
B) Out of home media
C) Word of Mouth
D) Bottom Line

Q9) Which of the following best defines personal selling?

A) A form of marketing communication where the marketer uses social media platforms
to interact with customers.
B) A direct form of communication where a salesperson uses personal interaction to
persuade potential customers to buy a product or service.
C) A mass communication technique used to promote a product to a broad audience
through television ads.
D) A strategy used by companies to maintain long-term relationships with customers
through newsletters and promotional emails.

Q10) Which of the following best describes the purpose of a company's tagline?

A) A legal requirement for business registration.

B) A catchy phrase to grab attention.
C) A detailed explanation of product features.
D) A unique identifier for internal use only.

***END****

2|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 3: ASSIGNMENT 3

Q1) Which of the following is the correct sequence of the communication process from
sender to receiver?

A) Encoding → Channel → Decoding → Feedback

B) Sender → Encoding → Channel → Receiver → Feedback
C) Receiver → Decoding → Encoding → Channel → Sender
D) Sender → Decoding → Encoding → Feedback → Receiver

Q2) Which of the following represents an example of noise in the communication process?

A) A clear email sent without delay.

B) Misinterpretation of a message due to a language barrier.
C) Positive feedback from the receiver.
D) A direct conversation in a quiet room.

Q3) The "Share the Load" campaign with the tagline "Itney Saal Galat Kiya Hai, Ab
Kuch Sahi Kar Jaoon" (I’ve done it wrong for so many years, now it’s time to make it
right) aims to address which of the following societal issues?

A) Encouraging environmental sustainability by using eco-friendly detergents

B) Promoting gender equality in household chores
C) Highlighting the importance of advanced cleaning technology
D) Advocating for the education of underprivileged children

Q4) Behavior is primarily a reflection of:

A) External appearance and societal status

B) Thought processes, culture, and life experiences
C) Only education and influencers
D) Immediate actions without prior thought

Q5) Which of the following is NOT a common method used in neuromarketing?

A) Brain scanning
B) Physiological tracking to monitor eye movement
C) Customer satisfaction surveys
D) Proxies for neural activity measurement

Q6) Raj wants to buy a car and narrows down his options to two brands after reading
reviews and visiting showrooms. He then considers factors like fuel efficiency and after-
sales service before making his decision.

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Which stage of the decision-making process is Raj currently in?

A) Need recognition
B) Purchase
C) Information search and alternative evaluation
D) Post-purchase use and evaluation

Q7) In the context of the information search process, top of mind awareness helps in:

A) Creating product alternatives

B) Generating brand recognition even before the consumer needs the product
C) Influencing post-purchase evaluations
D) Triggering internal search

Q8) After purchasing a luxury car, the dealer provides the customer with exclusive access
to a VIP club and invites them to share their experience on social media. What is the
primary purpose of this activity?

A) Enhancing post-purchase evaluation

B) Creating brand ambassadors
C) Generating top-of-mind awareness
D) Offering alternative options

Q9) What type of decision-making occurs when both involvement and experience are
low?

A) Extended Problem Solving

B) Habit or Variety Seeking
C) Limited Problem Solving
D) Brand Loyalty

Q10) In a society, some individuals are able to access better healthcare, education, and
job opportunities due to their social class, while others face significant barriers because
of their lower social status. This illustrates:

A) Rituals

B) Stratification

C) Social Mobility

D) Communities

***END****

2|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 4: ASSIGNMENT 4

Q1) Which of the following statements best reflects the principle of the Elaboration
Likelihood Model (ELM)?
A) The more involved a person is in a decision, the less likely they are to elaborate on the
message.
B) Higher involvement leads to active mental processing of the message, while lower
involvement leads to passive processing.
C) The amount of information in the message has no impact on persuasion.
D) All consumers process messages in the same way, regardless of their involvement.

Q2) A clothing brand’s ad focuses primarily on showing models in trendy outfits without
providing details about the fabric, quality, or price. The aim is to create positive emotions
associated with the brand. Which persuasion route is being used?
A) Central route to persuasion
B) Peripheral route to persuasion
C) Logical route to persuasion
D) Exclusive route to persuasion

Q3) Which of the following is an example of using social proof in marketing?

A) A fitness center offers personal training services with a money-back guarantee.
B) A company shows how many customers have already purchased a product on their
website.
C) A brand uses limited-time offers to encourage purchases.
D) A famous athlete endorses a product to promote its benefits.

Q4) A company sets its marketing budget by determining how much it will cost to achieve
its desired marketing objectives, such as increasing brand awareness by 20%. Which
budgeting method is this?
A) Objective and Task Method
B) Affordability Method
C) Competitive Parity Method
D) Percentage of Sales Method

Q5) Which budgeting method is based on allocating funds according to the amount a
company can afford to spend, regardless of sales or competition?
A) Percentage of Sales Method
B) Affordability Method
C) Objective and Task Method
D) Competitive Parity Method
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Q6) Which of the following is the first step in developing an Integrated Marketing
Communication (IMC) strategy?
A) Set communication objectives
B) Identify and select the appropriate target audience
C) Establish how the brand will be positioned
D) Identify appropriate media options

Q7) A customer thinks of a particular smartphone brand as being sleek, innovative, and
high-end, which is why they always choose it over others. This is an example of which
concept?

A) Brand equity
B) Brand hate
C) Brand image
D) Brand loyalty

Q8) Which of the following is not a role of IMC in brand building?

A) Creating brand awareness

B) Delivering the brand message
C) Increasing product pricing
D) Encouraging brand loyalty

Q9) Pampers sent a post-birth CD of a baby message. What is the likely goal of sending
this type of communication?

A) To promote the benefits of their product

B) To encourage new mothers to share their experiences on social media
C) To reinforce emotional connection and brand loyalty with the new mother
D) To provide discounts on Pampers products

Q10) Which of the following was a key component of Pampers' IMC approach to engage
mothers in the discussed case study?

A) Sending monthly magazines

B) Offering online discounts for Pampers products
C) Sending direct mail at 8 significant points during the mother and baby’s life
D) Launching TV ads during prime time

***END****

2|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 5: ASSIGNMENT 5

1. Which of the following statements are true about the evolution of advertising
during the period of World War and the Fifties (1941 – 1960)?
a. Products linked with Patriotism
b. Big Business is vilified
c. Fascination with “science”
d. Subliminal advertising scare hits
2. In the evolution of advertising in the United States, which period is marked by
“dailies” growing in popularity, railroads spreading across the world and
advertising was considered an embarrassment by some?
a. Pre-Industrialisation Era (pre-1800)
b. The Era of Industrialization (1800-1875)
c. 1875-1918
d. The Depression Era (1929 – 1941)
3. MTV becoming popular was a feature of _____________ era, where late night
infomercials were also born.
a. Peace, Love and Creative Revolution (1960-1972)
b. The 1970s (1973-1980)
c. The Designer Era (1980-1992)
d. The E-Revolution Begins (1993-2000)
4. The time from 2000 to the present period in the history of advertisement was
marked by the which of the following features?
a. Consolidation of Ad Agencies
b. Consumers begin “co-creating” ads defined as consumer generated content
(CGC)
c. Cultural contradiction, social disruptions and identity issues emerge
d. Firms invest in newer forms of connecting with consumers
5. Name the first ‘malted milk’ , that was patented on 5th June 1883.
a. Horlicks
b. Boost
c. Milo
d. Complan
6. In which year did Nike launch its iconic 'Just Do It' campaign?
a. 1980
b. 1984
c. 1988
d. 1992
7. What was India's first soap opera in the color TV era?
a. Buniyaad
b. Malgudi Days
c. Khandaan
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 d. Hum Log
8. Who was the first Indian film actress to endorse Lux soap in 1941?
a. Madhubala
b. Nargis
c. Leela Chitnis
d. Meena Kumari
9. Which newspaper featured the first print advertisements in India during the 18th
century?
a. Hickey's Bengal Gazette
b. The Times of India
c. The Hindu
d. Malayala Manorama
10. In which year did Vividh Bharati introduce commercials, marking the beginning
of commercial radio broadcasting in India?
a. 1966
b. 1967
c. 1968
d. 1969

ANSWERS
1. A, C and D
2. B
3. C
4. B, C and D
5. A
6. C
7. D
8. C
9. A
10. B

***END****

2|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication (IMC)
Instructor: Prof. Vinay Sharma

WEEK 6: ASSIGNMENT 6

1. _________ are brainstorming session with target customers (6-12) to come up with
new insights about the brand.
a. Marketing Research
b. Focus Groups
c. Panel Discussion
d. Field Work
2. Asking consumers to express thoughts or feelings after hearing a brand or seeing a
logo is known as _______________.
a. Projective Technique
b. Construction Technique
c. Association Technique
d. Expressive Technique
3. What does ZMET stands for?
a. Zaltman Metaphor Elicitation Technique
b. Zaltman Metaphor Extraction Technique
c. Zaltman Marketing Evaluation Technique
d. Zaltman Method for Emotional Thinking
4. Which Copy Research method involves analyzing how much the viewer remembers
from the message?
a. Communication Tests
b. Resonance Tests
c. Thought Listing
d. Recall Tests
5. Eye tracking, psychogalvanometer, voice response analysis are all part of
__________.
a. Physiological Tests
b. Frame by Frame Tests
c. Actual Behaviour
d. Recall Tests
6. Marketing communications planning can be considered a continuous cycle that
consists of a number of activities. Identify X, Y and Z from the image given below.

1|Page
 a. X=Objectives, Y=Evaluation, and Z=Strategy
b. X=Objectives, Y=Strategy, and Z=Evaluation
c. X=Strategy, Y=Evaluation, and Z=Objectives
d. X=Evaluation, Y=Objectives, and Z=Strategy
7. What is a Marketing communications plan?
a. The activity, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients,
partners and society at large.
b. The function that links the consumer, customer and public to the marketer through
information—information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process.
c. The process of setting marketing goals for an organization (considering internal
resources and market opportunities), the planning and execution of activities to
meet these goals, and measuring progress toward their achievement.
d. Document that summarizes the main issues and details of marketing
communications activities, including relevant background information and
marketing communications decisions.
8. Panel data or own transactional data are relevant research used as evaluation
methods for __________.
a. Retail Sales
b. Consumer Buying Behaviour
c. Attitude to brand
d. Recall of advertising
9. Which of the following relevant research are used as evaluation method for
analysing exposure to advertising?
a. Retail Audit
b. Survey Research
c. Media Research
d. Panel Data
10. Which brand used the tagline "Utterly Butterly Delicious"?
a. Amul
b. Nestle
c. Patanjali
d. Mother Dairy

ANSWERS
1. B
2. C
3. A
4. D
5. A
6. B
2|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 7: ASSIGNMENT 7

1. _____ indicates a percentage of target audience who is exposed at least

once in a given period to a particular media vehicle.
a. Reach
b. Frequency
c. Breadth
d. Length

2. In Media planning, what do you mean by Frequency distribution?

a. It is related to the exact number of times the individuals are
exposed to an advertisement message in a schedule.
b. It is the number of times a target audience needs to be exposed to a
message before the objectives of the advertiser are met either
communications objectives or sales impact.
c. It is the entire dimension of timing, whether the media are
scheduled continuously or in separated periods.
d. It buys all the space and time for the client by doing negotiations
with the media.

3. When the advertisement is scheduled to run throughout the year, it is

called ________option.
a. Pulsing
b. Flighting
c. Continuous
d. Discontinous

4. What do you mean by Gross Rating Points (GRPs)?

a. It is the total of all rating points given by a specific media schedule
or campaign.
b. It is the total cost of a media campaign.
c. It is the total number of impressions made by a campaign.
d. It is the number of unique viewers reached by an advertisement.

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5. ______ is the number of times (frequency) and the number of
individuals in the primary target audience that the media will reach.
a. Gross Rating Points
b. Target Ratings Points
c. General Rating Points
d. Total Rating Points

6. Which of the following is a challenge faced in Media Planning?

a. Easiness in Audience Measurement
b. Inadequate Expertise
c. Difficulty in Cost Comparison
d. Confusion Regarding Different Terminologies
e. Decrease in Media Options

7. What do you call the pattern that is adopted by companies for selling
seasonal and festival related products?
a. Continuous
b. Pulsing
c. Flighting
d. Targeting

8. Who said, "Advertising is one of the important forces which serve the
public interest. It is a form of open communication between those who
sell and those who buy. It is a form of advocacy – open to any company
or cause that wants to argue its case. The jury is the public. Every
purchase is a vote."?

a. Burt Manning
b. David Ogilvy
c. Leo Burnett
d. William Bernbach
9. In what type of advertising does company pay to have their product
embedded in media content, such as a television show, series or movie?

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 a. Native advertising
b. Product Placement advertising
c. Public service advertising
d. Mobile advertising

10.What are the elements of a marketing mix?

a. Product
b. Price
c. People
d. Place
e. Process
f. Promotion
g. Premium

ANSWERS
1. A
2. A
3. C
4. A
5. A
6. B,C & D
7. C
8. A
9. B

***END****

3|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 8: ASSIGNMENT 8
1. Which brand uses the tagline "Zindagi ke saath bhi, Zindagi ke baad bhi"?
a. ICICI Prudential
b. SBI Life Insurance
c. Life Insurance Corporation of India (LIC)
d. HDFC Life

2. Which of the following is the famous tagline used by McDonald’s?

a. Finger Licking Good
b. Think Different
c. The Taste of India
d. I’m Lovin’ it

3. Two primary factors of creativity are divergence and relevance. Which of the
following is part of Relevance?
a. Ad-to-consumer
b. Brand-to-consumer
c. Artistic Value
d. Elaboration

4. In Young's creative process________ involves turning information over to the

subconscious to do the work.
a. Immersion
b. Digestion
c. Illumination
d. Incubation

5. Which of the following describes the Digestion part of the Young’s Creative
Process?
a. Get raw material and data, and immerse yourself in the problem
b. Take the information, work it over, wrestle with it in your mind
c. Study the idea, evaluate it, reshape it for practical usefulness
d. “Eureka! I have it!” phenomenon

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6. Identify A, B and C from the given image.

a. A = Copywriter, B = Creative Brief, and C = Creative Team

b. A = Creative Team, B = Creative Brief, and C = Copywriter
c. A = Creative Team, B = Copywriter, and C = Creative Brief
d. A = Copywriter, B = Creative Team, and C = Creative Brief

7. _________ is a composite art that requires a combination of linguistic ability and

business sense.
a. Content Writing
b. Editing
c. Copywriting
d. Storytelling

8. Out of the given statements, identify the guidelines for Copywriting.

a. Know about the product and its attributes (USP)
b. Know your target audience
c. Have a sound structure and a purpose
d. Be inconsistent but persuasive

9. Which colour is considered invoke the emotions of "Depth of feeling" by being

passive, concentric, tranquillity, calm and tenderness?
a. Yellow
b. Green
c. Blue
d. Red

10. According to Luscher, what does the colour Yellow represents?

a. “Elasticity of will" passive, concentric, defensive, persistence, self-
esteem/assertion, pride, control
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 b. "Force of will" eccentric, active aggressive, competitive, action, desire,
excitement, sexuality
c. "Identification" unrealistic/wishful fulfilment, charm, enchantment
d. “Spontaneity" eccentric, active, projective, aspiring, expectancy, exhilaration

ANSWERS
1. C
2. D
3. A & B
4. D
5. B
6. D
7. C
8. A, B & C
9. C
10. D

***END****

3|Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 9: ASSIGNMENT 9
1. Which two categories can sales promotions be broadly classified into?
a. Personal promotions and trade promotions
b. Consumer promotions and trade promotions
c. Direct promotions and indirect promotions
d. Digital promotions and traditional promotions

2. Which of the following is not a type of consumer promotion??

a. Sweepstakes
b. Sampling
c. Trade Allowances
d. Bonus Pack

3. Which type of coupon is attached to the product packaging and can be used
immediately at checkout?
a. Instant Redemption Coupon
b. Bounce Back Coupon
c. Cross Ruff Coupon
d. Scanner Delivered Coupon

4. Which of the following describes a Cross Ruff Coupon?

a. These are the coupons that accompany a delivered product within the product
box or with the product statement or invoice.
b. They are attached to the outside of a consumer-packaged product and peel-
off or pull-off.
c. These coupons are obtained at the time of purchase of a carrier brand and may
be redeemed later on a target brand.
d. Several retailers issue coupons at the cash register and an item being scanned
at a cash register triggers a cross-ruff coupon.

5. Which type of promotional offer requires consumers to pay a small amount to

receive a bonus item?
a. Free-in-the-mail premiums
b. In or on-package premiums
c. Manufacturer premiums
1 | Page
 d. Self-liquidating premiums

6. There are different types of consumers in relation to consumer promotions. Which

of the following best defines a promotion-prone consumer?
a. Promotion-prone consumers regularly respond to various consumer
promotions and like to purchase products that are on-deal, that is, when the
promotion is offered.
b. Promotion-prone consumers take advantage of any promotion that reduces the
price. Brand names are unimportant, and these individuals will not pay more
for them.
c. Promotion-prone consumers purchase only one particular brand and do not
substitute, regardless of any deal being offered.
d. Promotion-prone consumers represent the ideal group to target market,
especially when the promotion features a brand in their preference sets.

7. Which of the following is a type of trade allowance?

a. Off-invoice allowance
b. Slotting fees
c. Exit fees
d. Loyalty discount.

8. Who are known as solution-seeking buyers among buyers attending trade shows?
a. Buyers who want to browse, look, and learn but are not in the buying mode.
b. Buyers who want reassurance that they made the right decision in past
purchases.
c. Buyers seeking solutions to specific problems and are in the buying mode.
d. Members of upper management or key purchasing agents with the authority to
buy.

9. Identify A, B, and C from the figure below about personal selling steps.

a. A = Knowledge Acquisition, B = Sales Presentation & C = Sales Closing

b. A = Knowledge Acquisition, B = Sales Closing & C = Sales Presentation
2 | Page
 c. A = Sales Closing, B = Sales Presentation & C = Knowledge Acquisition
d. A = Sales Presentation, B = Knowledge Acquisition & C = Sales Closing

10. Which of the following best describes a sweepstakes promotion?

a. A contest requiring participants to demonstrate skill to win.
b. A chance-based promotion where winners are randomly selected.
c. A type of trade promotion offering discounts to retailers.
d. A premium is where customers receive a free item with a purchase.

ANSWERS
1. B
2. C
3. A
4. C
5. D
6. A
7. A, B & C
8. C
9. A
10. B

***END****

3 | Page
 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 10: ASSIGNMENT 10

1. Which of the following is NOT considered a direct marketing medium?
a. Direct mail
b. Telemarketing
c. Catalog selling
d. Billboard advertising

2. What is a key characteristic of a compiled list in direct marketing?

a. It includes only past customers who have responded to previous campaigns
b. It provides information about consumers based on specific demographic
profiles
c. It guarantees a high response rate from targeted consumers
d. It is more personalized but harder to reach new customers

3. Which of the following are the challenges of using print media for direct
marketing?
a. Difficult to use for direct marketing
b. Ads compete with clutter of other ads
c. Space is relatively cheap
d. Response rates and profits are high

4. Which of the following is NOT a common source of data for database marketing?
a. Retail transaction histories
b. Bureaux of statistics
c. Online search behaviors
d. Television commercials

5. Which of the following is a key benefit of cause-related marketing?

a. It helps companies avoid taxes
b. It allows companies to eliminate competition
c. It enhances brand image and strengthens customer loyalty
d. It reduces the need for corporate social responsibility initiatives

6. According to research by Research International (UK) Ltd., what percentage of

consumers are more likely to buy a product associated with a cause?

a. 50%
b. 64%
c. 86%
d. 92%
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7. Which type of cause-related marketing program involves businesses integrating
ethical practices without direct donations?
a. Transactional programs
b. Business activity programs
c. Issue-focused programs
d. Licensing programs

8. Which of the following is NOT an objective of Public Relations?

a. Promoting goodwill
b. Counteracting negative publicity
c. Increasing product manufacturing costs
d. Giving advice and counseling for stakeholders

9. Which of the following is NOT a PR tool?

a. Publicity
b. Sponsored Events
c. Interviews and Press Conferences
d. Discount Coupons

10. According to McKinsey & Company, word-of-mouth marketing generates how

many times more sales than advertising?
a. 1.5 times
b. 2 times
c. 2.5 times
d. 3 times

ANSWERS
1. D
2. B
3. A, B
4. D
5. C
6. C
7. B
8. C
9. D
10. B

***END****

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 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 11: ASSIGNMENT 11

1. What is a key characteristic of digital advertising?
a. It is completely unmeasurable
b. It relies only on traditional media
c. It is nearly precise in locating customers
d. It does not allow user participation

2. What was a major feature of Web 1.0?

a. Social networking
b. Static content created by site owners
c. Real-time communications
d. Cloud-based interactions

3. Which of the following is an example of owned media?

a. A paid advertisement on a blog
b. A mention in a newspaper article
c. A podcast invitation from a youtuber
d. A company’s official website

4. What is the main difference between Pay-Per-Click (PPC) and Pay-Per-

Impression (PPI) advertising?
a. PPC charges per ad impression, while PPI charges per click
b. PPC charges only when an ad is clicked, whereas PPI charges per impression
c. PPC is free, but PPI requires a subscription
d. PPC is used only for social media, while PPI is used for search engines

5. What are the key types of SEO?

a. On-page SEO
b. Upward SEO
c. Downward SEO
d. Technical SEO
e. Off-page SEO
f. Door-to-door SEO

6. Which of the following are mobile advertising targeting techniques?

a. Geolocation-based targeting
b. System targeting
c. Behavioral targeting
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 d. Day-part targeting
e. Warehouse inventory targeting

7. What is the primary goal of Search Engine Optimization (SEO)?

a. Increasing website traffic through paid ads
b. Improving a website’s visibility in search engine results
c. Sending direct emails to potential customers
d. Reducing the cost of online advertising

8. What is the reciprocity effect in social media?

a. Users feel obligated to return a favor when they receive a like or tag
b. Advertisers charge users for viewing content
c. Users are forced to share promotional posts
d. Brands do not need engagement for successful marketing

9. What is the Baader-Meinhof phenomenon in marketing?

a. The belief that a brand disappears after a single advertisement
b. The tendency to notice a brand more frequently after first encountering it
c. The idea that consumers avoid advertisements at all costs
d. It encourages people to follow popular trends based on others' opinions

10. Which of the following is not a type of Facebook ad format?

a. Carousel ads
b. Slideshow ads
c. Direct mail ads
d. Messenger ads

ANSWERS
1. C
2. B
3. D
4. B
5. A, D, E
6. A, C, D
7. B
8. A
9. B
10. C

***END****
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 NPTEL Online Certification Course
Indian Institute of Technology Roorkee
Course Name: Integrated Marketing Communication
Instructor: Prof Vinay Sharma

WEEK 12: ASSIGNMENT 12

1. Which of the following is NOT considered a form of content marketing?
a. White papers
b. Infographics
c. Television commercials
d. Blogs

2. Which of the following best describes content marketing, as defined by the

Content Marketing Institute (2017)?
a. A marketing strategy that prioritizes paid advertisements over organic content
to maximize reach.
b. A strategic approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly defined audience.
c. A short-term promotional tactic aimed at generating immediate sales through
aggressive discounting.
d. A method of marketing that relies solely on influencer partnerships to promote
products.

3. Which of the following are principles of content creation?

a. Develop the customer persona
b. Limiting content distribution
c. Ignoring audience feedback
d. Create the engagement cycle
e. Develop a brand story
f. Reducing customer engagement
g. Develop the content marketing channel plan
h. Focus solely on paid advertising for content distribution

4. The engagement cycle in content marketing includes which of the following

stages?
a. Awareness, Purchase Decision, Purchase, Re-purchase
b. Production, Distribution, Sale, Service
c. Pricing, Promotion, Placement, Production
d. Need Recognition, Product Development, Advertising

5. Which organization is responsible for monitoring advertising ethics in India?

a. Federal Trade Commission

b. Advertising Standards Council of India (ASCI)
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 c. International Chamber of Commerce (ICC)
d. Consumer Product Safety Commission

6. Ethical marketing communications should NOT:

a. Use testimonials that are obsolete or misleading

b. Obtain consumer consent for data collection
c. Comply with local and national safety standards
d. Follow self-regulatory guidelines for sustainability
e. Mislead customers by imitating another brand’s design

7. Which of the following are the core principles of the ICC Marketing Code?

a. Legality
b. Decency
c. Persuasion at any cost
d. Honesty
e. Truthfulness
f. Maximizing Revenue

8. According to Erik du Plessis’ COMMAP model, which factor can negatively

impact ad likeability?

a. Entertainment
b. Empathy
c. Confusion
d. Relevant News

9. Which of the following is NOT a key component of Strategic Judging Criteria for
evaluating an advertising campaign?

a. Quality of insight and strategic thinking

b. Clarity of thought
c. The number of colors used in the ad
d. Business effects

10. Which of the following is a major limitation of laboratory testing in advertising

effectiveness measurement?

a. Cost of implementation
b. Lack of realism in consumer responses
c. Limited availability of respondents
d. Difficulty in controlling variables

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