Question 1

Which of the following is an example of a marketing exchange?

Accepted Answer

A)  The waitress gave Cyrus a menu and he placed his food order.
B)  Griffin helped Mandy replace the air filter in her lawn mower.
C)  Ken and Maggie gave their son an MP3 player for his birthday.
D)  Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence.
E)  Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

Question 2

Which of the following best describes selective-demand advertising?

Accepted Answer

A)  It focuses on creating demand for a specific company's brands.
B)  It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
C)  It focuses on creating demand for an entire industry.
D)  It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.Selective-demand advertising focuses on creating demand for a specific company's brands.Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand.

Question 3

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

Accepted Answer

A)  primary-demand
B)  selective-demand
C)  trade
D)  professional
E)  industrial

Question 4

Which of the following is the final stage in the integrated marketing communications (IMC)  planning process?

Accepted Answer

A)  Reviewing the marketing plan and situation analysis
B)  Determining the promotional budget
C)  Monitoring, evaluating, and controlling the promotional program
D)  Developing the integrated marketing communications program
E)  Determining the media strategy

Question 5

Which of the following is true of trade-oriented sales promotion?

Accepted Answer

A)  It is also known as buzz promotion.
B)  It targets members of the supply chain.
C)  It is targeted at the ultimate user of a product.
D)  It uses rebates and couponing.
E)  It includes sweepstakes and premiums.

Question 6

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

Accepted Answer

A) True 
 B)False

Question 7

Nontraditional media account for the majority of companies' marketing communications expenditures.

Accepted Answer

A) True 
 B)False

Question 8

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 9

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 products key benefits?
E)  Does our product have unique selling points?

Question 10

Which of the following is true of advertising?

Accepted Answer

A)  Advertising attempts to create a personal relationship with the consumers.
B)  The nature and purpose of advertising is usually the same across various industries.
C)  Advertising is a valuable tool for building brand and company equity.
D)  Advertising is used only for the promotion of mass consumer products.
E)  One disadvantage of advertising is that it is extremely personal to consumers.

Question 11

Which of the following best defines integrated marketing communications?

Accepted Answer

A)  It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support.
B)  It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers.
C)  It is software that gathers and analyzes information about customer interactions with all the employees of a company.
D)  It is a collection of informational resources that describes a company's products and services and assists in marketing the same.
E)  It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usagE.During the 1980s, firms began moving toward the process of integrated marketing communications (IM
C)  , which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.

Question 12

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:

Accepted Answer

A)  trade advertising.
B)  primary-demand advertising.
C)  secondary-demand advertising.
D)  retail advertising.
E)  professional advertising.

Question 13

The primary goal of an integrated marketing communications program is to:

Accepted Answer

A)  have a company's entire marketing and promotional activities project a consistent, unified image to its customers.
B)  control all facets of a product's distribution.
C)  communicate with customers primarily through mass-media advertising.
D)  have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers.
E)  create a strong distribution network, via marketing, which is capable of destabilizing any competition.

Question 14

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of marketing plan step?

Accepted Answer

A)  Integrating promotional-mix strategies
B)  Analyzing source, message, and channel factors
C)  Assessing environmental influences
D)  Setting direct-marketing objectives
E)  Purchasing media time and space

Question 15

According to an integrated marketing communications planning model, which of the following activities is best associated with the analysis of communication process step?

Accepted Answer

A)  Allocating tentative budgets
B)  Analyzing source, message, and channel factors
C)  Competitive analysis
D)  Designing and implementing direct-marketing programs
E)  External analysis

Question 16

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

Accepted Answer

A)  the marketing mix
B)  audience segmentation
C)  integrated marketing communications
D)  the promotional mix
E)  cumulative prospect theory

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 medium.
D)  It is most widely used because of its pervasiveness.
E)  It is a paid form of mass media communication medium.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements accurately describes how advertising differs from personal selling?

Accepted Answer

A)  Unlike advertising, personal selling does not result in direct sales.
B)  Unlike personal selling, advertising messages are not easily adapted to the receiver.
C)  Unlike personal selling, advertising cannot attract mass attention.
D)  Unlike advertising, personal selling tends to have a lower cost per individual.
E)  Unlike advertising, personal selling does not provide accurate feedback.

Exam 1: An Introduction to Integrated Marketing Communications

Which of the following is the final stage in the integrated marketing communications (IMC) planning process?

Correct AnswerverifiedShow Answer

Which of the following best describes selective-demand advertising?

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

Correct AnswerverifiedShow Answer

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

Correct AnswerverifiedShow Answer

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

Correct AnswerverifiedShow Answer

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:

Correct AnswerverifiedShow Answer

Which of the following is an example of a marketing exchange?

Correct AnswerverifiedShow Answer

According to an integrated marketing communications planning model, which of the following activities is best associated with the analysis of communication process step?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is true of advertising?

Correct AnswerverifiedShow Answer

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

Correct AnswerverifiedShow Answer

Which of the following is true of trade-oriented sales promotion?

Correct AnswerverifiedShow Answer

The primary goal of an integrated marketing communications program is to:

Correct AnswerverifiedShow Answer

Which of the following statements accurately describes how advertising differs from personal selling?

Correct AnswerverifiedShow Answer

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of marketing plan step?

Correct AnswerverifiedShow Answer

Which of the following best defines integrated marketing communications?

Correct AnswerverifiedShow Answer

Nontraditional media account for the majority of companies' marketing communications expenditures.

Correct AnswerverifiedShow Answer

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