Question 1

Which of the following is true of integrated marketing communication?

Accepted Answer

A)  It does not include sales promotion.
B)  It calls for a "big picture" approach to promotional activities.
C)  It segregates and highlights various independent promotional activities.
D)  It is also typically referred to as mobile marketing.
E)  It relies on mass-media advertising.

Question 2

Primary-demand advertising focuses on creating demand for a specific company's brands.

Accepted Answer

A) True 
 B)False

Question 3

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as

Accepted Answer

A)  buzz marketing.
B)  reactive disinformation.
C)  bait-and-switch marketing.
D)  public relations.
E)  sales promotion.

Question 4

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

Accepted Answer

A)  direct-response
B)  primary-demand
C)  business-to-business
D)  trade
E)  selective-demand

Question 5

The best-known and most widely discussed form of promotion is

Accepted Answer

A)  personal selling.
B)  sales promotion.
C)  direct marketing.
D)  advertising.
E)  publicity/public relations.

Question 6

One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various communications functions.

Accepted Answer

A) True 
 B)False  True

Question 7

Price, product, place, and promotion together form the

Accepted Answer

A)  points-of-parity.
B)  promotional mix.
C)  marketing mix.
D)  supply chain components.
E)  exchange mix.

Question 8

Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer's shopping experience, including research before a purchase and service after a sale.

Accepted Answer

A) True 
 B)False  True

Question 9

The chief marketing officer who noted that "the future of marketing isn't about getting people to buy your brand, but to buy into your brand," recognized that marketing is now in the _____________ era, and companies must connect with consumers based on trust, transparency, engagement, and authenticity.

Accepted Answer

A)  relationship
B)  cynicism
C)  promotion
D)  mobile
E)  sustainability

Question 10

The development of the advertising message that the marketer wants to convey to its target audience is called the

Accepted Answer

A)  creative strategy.
B)  media strategy.
C)  distribution strategy.
D)  channel strategy.
E)  user strategy.

Question 11

Which of the following is true of advertising as a form of promotion?

Accepted Answer

A)  low cost per contact
B)  nonpaid form of promotion
C)  sponsor or advertiser not identified
D)  immediate feedback and capability to close sales
E)  makes use of nontraditional media

Question 12

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.

Accepted Answer

A)  Advertising
B)  Sales promotion
C)  Publicity
D)  Interactive marketing
E)  Personal selling

Question 13

Which of the following is a question that firms are likely to ask during an external analysis?

Accepted Answer

A)  What are the strengths and weaknesses of our product or service?
B)  Who influences the decision to buy our product?
C)  How does our product or service compare with competition?
D)  What are our product's key benefits?
E)  Does our product have unique selling points?

Question 14

Venus Corp.is a company that sells collectible plates.If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers.Which promotional element is Venus Corp.using in this scenario?

Accepted Answer

A)  advertising
B)  sales promotion
C)  direct marketing
D)  publicity
E)  pricing

Question 15

Which of the following is true of the Internet as a marketing medium?

Accepted Answer

A)  It is considered to be a traditional medium.
B)  It does not facilitate two-way communication.
C)  It enables marketers to gather valuable personal information from customers.
D)  It does not enable real time adjustment of offers.
E)  It cannot be integrated with other media programs such as direct mail and telemarketing.

Question 16

Typically, a marketing plan usually includes

Accepted Answer

A)  a corporate mission statement.
B)  individual job specifications.
C)  a media schedule.
D)  a detailed situation analysis.
E)  articles of incorporation.

Question 17

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

Accepted Answer

A)  It provides for immediate feedback from the message recipient.
B)  It makes use of only magazines as a primary medium of advertising.
C)  It is a form of nonpersonal mass-media communication.
D)  It is most widely used because of its pervasiveness.
E)  It is a paid form of mass-media communication. A

Question 18

Which of the following statements about publicity is true?

Accepted Answer

A)  Publicity is a form of communication that is directly run under an identified sponsorship.
B)  Publicity is the only tool used in a firm's public relations efforts.
C)  Publicity usually comes in the form of a news story or an editorial.
D)  Publicity has more of a long-term, ongoing purpose than public relations.
E)  Publicity refers to personal communications regarding an organization and its products.

Question 19

Which of the following statements best defines value?

Accepted Answer

A)  the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea
B)  the combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand
C)  the desire and ability of two or more parties to exchange something of importance with one another
D)  the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it
E)  the amount of funds invested by the shareholders of a company in promoting its product portfolio

Question 20

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the

Accepted Answer

A)  integration and implementation of marketing communications strategies.
B)  development of marketing job descriptions.
C)  promotional program situation analysis.
D)  budget determination.
E)  analysis of market forecasts.

Exam 1: An Introduction to Integrated Marketing Communications

Which of the following is true of integrated marketing communication?

Correct Answer
verified

Primary-demand advertising focuses on creating demand for a specific company's brands.

Correct Answer
verified

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as

Correct Answer
verified

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

Correct Answer
verified

The best-known and most widely discussed form of promotion is

Correct Answer
verified

One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various communications functions.

Correct Answer
verified
True

Price, product, place, and promotion together form the

Correct Answer
verified

Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer's shopping experience, including research before a purchase and service after a sale.

Correct Answer
verified
True

Correct Answer
verified

The development of the advertising message that the marketer wants to convey to its target audience is called the

Correct Answer
verified

Which of the following is true of advertising as a form of promotion?

Correct Answer
verified

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.

Correct Answer
verified

Which of the following is a question that firms are likely to ask during an external analysis?

Correct Answer
verified

Venus Corp.is a company that sells collectible plates.If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers.Which promotional element is Venus Corp.using in this scenario?

Correct Answer
verified

Which of the following is true of the Internet as a marketing medium?

Correct Answer
verified

Typically, a marketing plan usually includes

Correct Answer
verified

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

Correct Answer
verified
A

Which of the following statements about publicity is true?

Correct Answer
verified

Which of the following statements best defines value?

Correct Answer
verified

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the

Correct Answer
verified

Exam 1: An Introduction to Integrated Marketing Communications

Which of the following is true of integrated marketing communication?

Correct AnswerverifiedShow Answer

Primary-demand advertising focuses on creating demand for a specific company's brands.

Correct AnswerverifiedShow Answer

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as

Correct AnswerverifiedShow Answer

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

Correct AnswerverifiedShow Answer

The best-known and most widely discussed form of promotion is

Correct AnswerverifiedShow Answer

One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various communications functions.

Correct AnswerverifiedTrue

Price, product, place, and promotion together form the

Correct AnswerverifiedShow Answer

Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer's shopping experience, including research before a purchase and service after a sale.

Correct AnswerverifiedTrue

Correct AnswerverifiedShow Answer

The development of the advertising message that the marketer wants to convey to its target audience is called the

Correct AnswerverifiedShow Answer

Which of the following is true of advertising as a form of promotion?

Correct AnswerverifiedShow Answer

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.

Correct AnswerverifiedShow Answer

Which of the following is a question that firms are likely to ask during an external analysis?

Correct AnswerverifiedShow Answer

Venus Corp.is a company that sells collectible plates.If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers.Which promotional element is Venus Corp.using in this scenario?

Correct AnswerverifiedShow Answer

Which of the following is true of the Internet as a marketing medium?

Correct AnswerverifiedShow Answer

Typically, a marketing plan usually includes

Correct AnswerverifiedShow Answer

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

Correct AnswerverifiedA

Which of the following statements about publicity is true?

Correct AnswerverifiedShow Answer

Which of the following statements best defines value?

Correct AnswerverifiedShow Answer

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the

Correct AnswerverifiedShow Answer

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True

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True

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A

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