Question 1

Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.

Accepted Answer

A) True 
 B)False

Question 2

Brand parity is the:

Accepted Answer

A)  perception that there are no real differences between major brands.
B)  feeling that most advertising is false.
C)  belief that all advertisers say essentially the same thing.
D)  idea that brands are distinct and easy to identify.E) A) and D)
F) C) and D)

Question 3

When brand parity exists, consumers base purchases on:

Accepted Answer

A)  advertising effectiveness, social media comments, and brand equity.
B)  retail store location, price, and coupon or discount offer.
C)  price, availability, promotions or other criteria.
D)  information found on the internet or on social media.E) B) and C)
F) A) and C)

Question 4

What elements are involved in the digital and alternative integrated marketing communications?

Accepted Answer

Advertising manageme...

Question 5

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

Accepted Answer

A)  feedback disruption.
B)  noise.
C)  encoding design.
D)  a contact point.E) C) and D)
F) B) and C)

Question 6

The following are examples of communication noise except:

Accepted Answer

A)  driving while listening to the radio.
B)  scanning the newspaper for articles to read.
C)  scrolling past internet ads without looking at them.
D)  examining an advertisement in a magazine.E) B) and D)
F) A) and D)

Question 7

Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Accepted Answer

A) True 
 B)False

Question 8

Traditionally, promotions included each of the following except:

Accepted Answer

A)  advertising.
B)  product design.
C)  personal selling.
D)  sales promotions.E) None of the above
F) A) and B)

Question 9

In terms of integration of media platforms, looking at two or more screens simultaneously to access content that is not related is:

Accepted Answer

A)  content grazing.
B)  investigative spider-webbing.
C)  social spider-webbing.
D)  quantum journey.E) A) and B)
F) A) and C)

Question 10

What trends currently affect marketing communications?

Accepted Answer

They include: an emphasis on accountabil...

Question 11

Kraft Foods cut traditional advertising dollars and shifted the money to digital media. This illustrates the emerging trend of:

Accepted Answer

A)  emphasis on customer engagement.
B)  increases in perception of brand parity.
C)  explosion of digital media.
D)  integration of media platforms.E) B) and D)
F) B) and C)

Question 12

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which is an example of increased global competition.

Accepted Answer

A) True 
 B)False

Question 13

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a communications model, these individuals are:

Accepted Answer

A)  senders.
B)  decoders.
C)  receivers.
D)  subjects.E) A) and B)
F) A) and C)

Question 14

In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity.

Accepted Answer

A) True 
 B)False

Question 15

Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of:

Accepted Answer

A)  diversified IMC theme.
B)  standardization.
C)  customization.
D)  integration.E) A) and B)
F) A) and C)

Question 16

Televisions carrying advertisements are examples of decoding in the communication process.

Accepted Answer

A) True 
 B)False

Question 17

Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

Accepted Answer

A) True 
 B)False

Question 18

The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.

Accepted Answer

A) True 
 B)False

Question 19

While browsing the internet, a consumer encounters a new pop-up ad every time a page is opened. This is an example of:

Accepted Answer

A)  advertising effectiveness.
B)  perceptual distortion.
C)  clutter.
D)  brand parity.E) B) and C)
F) A) and D)

Question 20

Digital marketing seeks to:

Accepted Answer

A)  reach consumers when they are not busy.
B)  replace television as the primary method of advertising.
C)  create experiences with a brand rather than mere purchases with little or no emotion.
D)  decrease the level of brand parity through interactive advertising.E) C) and D)
F) A) and D)

Exam 1: Integrated Marketing Communications

Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of:

Correct AnswerverifiedShow Answer

Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

Correct AnswerverifiedShow Answer

Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Correct AnswerverifiedShow Answer

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which is an example of increased global competition.

Correct AnswerverifiedShow Answer

What trends currently affect marketing communications?

Correct AnswerverifiedThey include: an emphasis on accountabil...View AnswerShow Answer

Kraft Foods cut traditional advertising dollars and shifted the money to digital media. This illustrates the emerging trend of:

Correct AnswerverifiedShow Answer

In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity.

Correct AnswerverifiedShow Answer

Televisions carrying advertisements are examples of decoding in the communication process.

Correct AnswerverifiedShow Answer

The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.

Correct AnswerverifiedShow Answer

When brand parity exists, consumers base purchases on:

Correct AnswerverifiedShow Answer

In terms of integration of media platforms, looking at two or more screens simultaneously to access content that is not related is:

Correct AnswerverifiedShow Answer

Digital marketing seeks to:

Correct AnswerverifiedShow Answer

While browsing the internet, a consumer encounters a new pop-up ad every time a page is opened. This is an example of:

Correct AnswerverifiedShow Answer

Brand parity is the:

Correct AnswerverifiedShow Answer

Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.

Correct AnswerverifiedShow Answer

What elements are involved in the digital and alternative integrated marketing communications?

Correct AnswerverifiedAdvertising manageme...View AnswerShow Answer

The following are examples of communication noise except:

Correct AnswerverifiedShow Answer

Traditionally, promotions included each of the following except:

Correct AnswerverifiedShow Answer

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a communications model, these individuals are:

Correct AnswerverifiedShow Answer

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

Correct AnswerverifiedShow Answer

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They include: an emphasis on accountabil...
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Advertising manageme...
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