IMC Final Exam

Until the advent of public schooling in America, many advertisements took the form of signs with symbols, such as a beer tankard indicating a tavern, because: Select one: A. such advertisements promoted puffery. B. there were laws prohibiting advertising in newspapers and handbills. C. the Church would not approve of any other form of advertising. D. the advertisers could not afford to produce sophisticated advertisements. E. most people were illiterate and could not read.

E. most people were illiterate and could not read.

A marketing research agency conducted a study to determine the reasons for the failure of a campaign aimed at curbing binge drinking among college students. The researchers visited various university campuses and collected information by speaking to students as well as members of the staff. This information gathered by the researchers is an example of _____. A. secondary data B. cross-tabulated data C. sales data D. quantitative data E. primary data

E. primary data

_____ 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. advertising b. word of mouth publicity c. sales promotion d. direct marketing e. public relations

a. advertising

Utilizing web data to target individuals the most likely to purchase a product is: A. behavioral targeting. B. geo-aware advertising. C. geo-fencing. D. audience targeting.

a. behavioral targeting

_____ is defined as an "interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects or donors." A. Direct marketing B. Personal selling C. Data management D. Cooperative advertising E. Trade deal

a. direct marketing

The most popular topics featured on Pinterest are: A. fashion and food. B. sports and exercise. C. hobbies and special events. D. video ads and funny personal photos.

a. fashion and food

The primary benefit of focusing on relationships is: a. increased retention and optimized lifetime customer value b. improved basic transactional relationship c. enhanced offensive marketing d. diminished consumer defense e. controlled reactive relationships

a. increased retention and optimized lifetime customer value

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____. a. integrated marketing communications b. sales promotion c. word-of-mouth advertising d. personal selling e. viral marketing

a. integrated marketing communications

Which of the following refers to clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period? A. Marketing objectives B. Market orientation C. Bottom-up marketing D. Marketing mix E. Target market

a. marketing objectives

A researcher from a marketing research agency conducted a study on the food handling practices of an eatery. He discovered that the cooks used the same washcloth to wipe their hands as well as the counter. In addition, he found them tasting the food using their fingers. He determined that strict monitoring was needed to make sure that the cooks complied with sanitary regulations. Which of the following techniques did the researcher use? A. Observation B. Simulation C. Manipulation D. Survey E. Experimentation

a. observation

During the _____, the Chinese invented paper and Gutenberg invented the printing press in Germany. a. preindustrial age B. postindustrial age C. industrial age D. information revolution E. Industrial Revolution

a. preindustrial age

Which of the following provides an independent, valued endorsement for an advertiser's product because the organization awarding it is a recognized authority? A. Seal B. Signature cut C. Logo D. Close E. Themeline

a. seal

When you know other people have purchased the same brand that you are buying, the feeling is called: a. social acceptance B. reliability. C. cognitive dissonance. D. brand recognition.

a. social acceptance

If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered ________ content. A. sponsored B. social C. digital D. branded

a. sponsored

Retailers use television, catalogs, the Internet, and magazines to transmit their advertising message to consumers. In terms of the four distinct groups around which advertising is organized, retailers are using: a. the media B. message handlers. C. the advertisers. D. the suppliers. E. personal selling

a. the media

_____ refer(s) to exhibitions where manufacturers, dealers, and buyers get together for demonstrations and discussions. a. trade shows B. Premiums C. Product placement D. Specialty advertising E. Spectaculars

a. trade shows

_____ is/are a category of out-of-home media that includes bus and taxicab advertising. Select one: A. Transit advertising B. Product placement C. Premiums D. Advertising specialty E. Yellow Pages

a. transit advertising

When a customer believes Craftsman makes the best and most reliable tools, this is an example of: A. brand parity. B. brand equity. C. brand cooperation. D. brand decision.

b. brand equity

Charles sees only minor differences among the various brands of high definition televisions. This is an example of: A. brand equity. B. brand parity. C. flanker branding. D. the private label problem.

b. brand parity

From the perspective of the corporation, a strong brand image is related to each of the following except: A. ability to attract quality employees. B. higher level of brand parity. C. positive word-of-mouth recommendations by customers. D. higher level of channel power.

b. higher level of brand parity

Marketing on cell phones and smartphones is called ________ marketing. A. customer-driven B. mobile C. passive D. active

b. mobile

The use of QR codes, watermarks, and 2D barcodes are all part of ________ marketing. A. Web 1.0 B. mobile C. embedded D. direct

b. mobile

To increase the likelihood of preparing the most effective advertising messages, companies use ____, a category of IMC research. A. central location testing B. pretesting C. attitude testing D. tracking E. unaided recall

b. pretesting

The "bundle of values" the advertiser presents to the consumer is referred to as the _____. A. evoked set B. product concept C. creative mix D. marketing mix E. advertising message

b. product concept

When an American fast-food chain entered the Chinese market in the 1990s, childhood obesity was threatening to become a major problem in the urban areas. As part of its responsibility for managing its relationships with its customers, the fast-food chain teamed with the Chinese education system and developed a program on nutrition for elementary school students featuring its mascot, Willy the clown. This helped in creating awareness and credibility for the firm at a relatively low cost and is an example of _____. A. direct selling B. public relations C. noncommercial advertising D. direct-response advertising E. personal selling

b. public relations

In order to get hard numbers about specific marketing situations, researchers may perform a survey or use some other form of _____. A. normative influence B. quantitative research C. attitude testing D. secondary data E. recall testing

b. quantitative research

In terms of network advertising, when an advertiser underwrites the total cost of a program, it is referred to as _____. A. barter syndication B. sponsorship C. narrowcasting D. imagery transfer E. customization

b. sponsorship

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for. In this scenario, which method of marketing research did the technology company use? A. Experimental method B. Survey method C. Simulation D. Observation method E. Intensive technique

b. survey method

Who is ultimately responsible for the form the final advertising message takes? A. The graphic engineer B. The creative director C. The art director D. The copywriter E. The media planner

b. the creative director

When customers purchase only one brand and consider no other brand, regardless of price differences, which exists? A. brand involvement. B. brand specialty. C. brand loyalty. D. brand parity.

c. brand loyalty

Another name for content marketing is: A. social content. B. sponsored content. C. branded content. D. location-based advertising.

c. branded content

When goods and services are sold on the internet, the approach to marketing is: A. viral marketing. B. active marketing. C. e-commerce. D. retail by email.

c. e-commerce

A company developed a new variant of its cheese spread. Before launching it throughout the country, the company sold them in a few small towns to see if the product was acceptable and to determine the best pricing strategy. Which of the following methods did the company employ? A. Survey method B. Observation method C. Experimental method D. Intensive technique E. Projective technique

c. experimental method

Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of: A. branded content. B. sponsored content. C. geo-targeting. D. behavioral targeting.

c. geo-targeting

In terms of IMC strategy, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _____. A. creative mix B. IMC objective C. IMC message d. mission statement e. product concept

c. imc message

The mobile photo and video sharing network owned by Facebook with over 1 billion users is: A. Facebook. B. Pinterest. C. Instagram. D. Twitter.

c. instagram

The ideal medium for interactive marketing is: A. print media. B. email. C. the internet. D. television.

c. internet

Which of the following is a method used by advertisers to determine how much to spend on IMC? A. Attitude testing method B. Survey method C. Percentage of sales method D. Observation method E. Experimental method

c. percentage of sales method

Jane, an American housewife, bought a coffeemaker at a popular electronics store. After using it for some months, she was so pleased with the quality of the machine that she decided to buy another device from the same store. Which of the following steps in the consumer decision process has contributed to Jane's decision? A. Problem recognition B. Information search C. Postpurchase evaluation D. Store choice and purchase E. Evaluation and selection

c. post purchase evaluation

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need. A. safety B. esteem C. self-actualization D. physiological E. social

c. self-actualization

Advertising is organized around four distinct groups. The _____ group includes the photographers, the illustrators, video production houses, and digital service bureaus. a. support staff B. creators C. suppliers d. encoders e. account personnel

c. suppliers

____ refer(s) to the sale of programs on a station-by-station, market-by-market basis. A. Spot announcement B. Makegoods C. Syndication d. day parts e. participation basis

c. syndication - sale of programs station by station, market-by-market basis. In other words, the producer deals directly with the stations, often through a distribution company, rather than going through the networks. This efficient "direct-from-the-factory" approach gives local TV stations more programming control and greater profits.

In terms of online metrics, dwell time measures the amount of time individuals spend: A. on a website. B. clicking or mousing over a link. C. with an advertisement. D. searching for a particular product using a search engine.

c. with an advertisement

An ad agency in Atlanta, Georgia, buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, on a 15 percent commission basis. The cost of the ad is $300. How much money should the agency pay the publication? A. $255 B. $315 C. $345 d. 285 e. 300

A. 255

_____, a method for scheduling media, is used for products and services that experience large fluctuations in demand throughout the year such as tax services. A. Flighting B. Roadblocking C. Blinking D. Pulsing E. Bursting

A. Flighting - Flighting alternates periods of advertising with periods of no advertising. This intermittent schedule makes sense for products and services that experience large fluctuations in demand throughout the year (tax services, lawn-care products, cold remedies).

Advertising to consumers where they are located through their mobile device is called: A. location-based advertising. B. branded content. C. sponsored content. D. behavioral targeting.

A. location-based advertising.

The basic goal of a positioning strategy is to: A. own a word that ranks the product in the prospect's mind. B. communicate the intangible benefits provided by a product or service. C. minimize product differentiation. D. help consumers understand a company's overall vision. E. create and maintain primary demand for a product.

A. own a word that ranks the product in the prospect's mind.

The purpose of VALS, a _____ segmentation system, is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does. A. psychographic B. demographic C. geographic D. volume E. benefit

A. psychographic

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods. A. pulsing B. flighting C. continuous D. roadblocking E. bursting

A. pulsing The third alternative method for scheduling media, pulsing, mixes continuous and flighting strategies. As the consumer's purchasing cycle gets longer, pulsing becomes more appropriate. The advertiser maintains a low level of advertising all year but uses periodic pulses to heavy up during peak selling periods.

A fast food chain aims to sell its burgers and milkshakes to teenagers and young adults. Additionally, this restaurant modifies its menu depending on the local tastes and preferences of the country where it is located. Which of the following market segmentation strategies does the restaurant employ? A. Behavioristic segmentation B. Geodemographic segmentation C. Economic segmentation D. Volume segmentation E. Psychographic segmentation

B. Geodemographic segmentation

Which of the following is true of database marketing? A. It is limited to databases related to mail order and catalog sales. B. It helps maintain a pool of data on current and prospective customers. C. It is the striking opposite of direct marketing. D. It uses solely direct mail to reach out to customers. E. Its drawback is that it is not a cost effective way to increase sales.

B. It helps maintain a pool of data on current and prospective customers.

Which of the following is true of transit shelter advertising? A. It is restricted in many countries in business and residential areas. B. It involves buying space on bus shelters and on the backs of bus-stop seats. C. It does not provide complete market coverage. D. It is an extremely expensive mode of outdoor advertising. E. It involves paying a fee to have a product written into a movie or a TV program.

B. It involves buying space on bus shelters and on the backs of bus-stop seats.

The _____, a member of the creative team, is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel. A. creative director B. art director C. publicity expert D. accounts executive E. copywriter

B. art director

_____ editions of magazines reach readers who share traits such as age, income level, or professional status. A. Horizontal B. Demographic C. Industrial D. Trade E. Geographic

B. demographic

From the perspective of the corporation, a strong brand image is related to each of the following except: A. being able to charge a higher price. B. increased competition. C. more frequent purchases by customers. D. more favorable ratings by financial observers.

B. increased competition.

The bulletin-board style social networking site with over 322 million users and mostly frequented by women is: A. Facebook. B. Pinterest. C. Instagram. D. Twitter.

B. pinterest

In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company, a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine. The information gathered from these databases is an example of _____. A. projective data B. secondary data C. qualitative information D. perceptual information E. primary data

B. secondary data

According to the IMC pyramid, which of the following refers to action? A. Acquainting people with a company, product, service, and brand B. Stimulating desire for a product C. Requesting additional information, sending in a coupon, visiting a store, or actually buying a product D. Persuading a certain number of people to actually believe in a product's value E. Communicating enough information about a product so that its features are recognized

C. Requesting additional information, sending in a coupon, visiting a store, or actually buying a product

Which of the following is true of infomercials? A. They attempt to pick a representative sample of the market and furnish information on them. B. The results of infomercials are not measurable. C. They combine the power of advertising, direct response, and sales promotion. D. They are exclusively broadcast by cable channels. E. Consumers do not pay much attention to them.

C. They combine the power of advertising, direct response, and sales promotion.

Compared to Twitter, Facebook is more effective for advertising because Facebook generates: A. more posts, likes, and shares than Twitter. B. greater brand awareness than Twitter. C. more shares, more site traffic, and more new customers than Twitter. D. younger, more affluent users than Twitter.

C. more shares, more site traffic, and more new customers than Twitter.

In _____, consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information. A. distributive bargaining B. postpurchase evaluation C. the central route to persuasion D. a center of influence E. an exchange

C. the central route to persuasion

Which of the following is a basic function of branding? Select one: A. To search for unique groups of people with special product needs B. To ensure that all products are offered at everyday low prices C. To identify products and differentiate them from others D. To impede the distribution of products E. To dampen the demand for unwanted products

C. to identify products and differentiate them from others

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns. A. Market orientation B. Visual merchandising C. Market segmentation D. IMC research E. Brainstorming

D. Imc research

At the reception of a hotel, Tom came across a brochure on the hotel's multi-cuisine restaurant. Which of the following has the hotel used to disseminate information about one of its services? a. personal selling B. Public relations C. Trade fair D. Collateral materials E. Sales promotion

D. collateral materials

In the _____ method of developing an IMC budget, companies allocate dollars according to the amounts spent by major competitors. A. objective/task B. percentage of profit C. percentage of sales D. competitive parity E. share of market/share of voice

D. competitive parity

Interactive marketing is: A. providing interactive games for customers to play. B. when customers give permission for marketers to send emails and other types of. correspondence to them. C. the ability of a website to visually display a product, such as clothes on a person. D. developing marketing messages that create two-way communication with customers.

D. developing marketing messages that create two-way communication with customers.

In a SWOT analysis, which of the following represents environmental factors? A. Weaknesses B. Objectives C. Strengths D. Opportunities E. tactics

D. opportunities

_____ is 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. A. Advertising B. Market research C. Profit planning D. Distribution E. Marketing

E. Marketing

The kind of advertising direct marketers use is called direct-response advertising. This is because: A. it allows manufacturers to make trade deals directly with retailers. B. it is restricted to direct-mail advertising. C. advertising is limited to requests for information. D. responses from prospective customers cannot be tallied. E. direct marketing efforts are aimed at stimulating action from the customer.

E. direct marketing efforts are aimed at stimulating action from the customer.

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is: A. geo-fencing. B. geo-aware advertising. C. audience targeting. D. behavioral targeting.

d. behavioral targeting

Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior. A. brand equity B. brand heritage C. brand reflection D. brand loyalty E. brand value

d. brand loyalty

Johann buys an expensive microwave oven for his wife from an online retailer. After having made the purchase, he begins to wonder whether he should have bought a different model. He starts to weigh the pros and cons of both models but decides that the one he had bought was better anyway. This is an example of _____. A. money illusion B. doublethink C. Hawthorne effect D. cognitive dissonance E. selective perception

d. cognitive dissonance

Warm Hearths, a home fashion magazine, is designed to appeal to people who want to know the latest trends in interior design. It features articles about various styles of furniture, fabrics, and artwork for American houses. On its Web site, viewers can see the product lines of different companies. In terms of markets, this magazine most likely targets the _____ market. A. industrial B. business C. reseller D. consumer E. government

d. consumer

In a _____ media schedule, advertising runs steadily and varies little over the campaign period. A. blinking B. roadblocking C. flighting D. continuous e. bufsting

d. continuous

A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of a. noise b. word of mouth communication c. social media marketing d. feedback e. relationship marketing

d. feedback

Which of the following is true of a reliable test? A. It must use a random sample. B. It must be open-ended and free of bias. C. It must reflect the true status of the market. D. It must produce the same result each time it is administered. E. It must be cost-effective.

d. it must produce the same result each time it is administered

Digital strategies that are being used by brands today include all of the following except: A. email marketing. B. behavioral targeting. C. blogs and newsletters. D. lifestyle marketing.

d. lifesyle marketing

The Nike swoosh is an example of a: A. brand. B. package. C. label. D. logo.

d. logo

The symbol used to identify a brand is a: A. trademark. B. patent. C. icon. D. logo.

d. logo

The three _____ of consumer behavior—perception, learning and persuasion, and motivation—govern the way people discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. A. psychological screens B. transformational motives C. informational motives D. personal processes E. evoked sets

d. personal processes

In the context of early advertising, the invention of the _____ made advertising via posters, handbills, and signs possible. Select one: A. silk screen B. quill pen C. steam engine D. printing press e. lead molding machine

d. printing press

_____ enable(s) researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself. A. Reference groups B. Centers of influence C. Brainstorming D. Qualitative research E. Management myopia

d. qualitative research

An advertisement for car tires shows how road accidents can be summarily avoided if the consumer buys the brand. According to Maslow's hierarchy of needs, which of the following levels of needs does the advertisement promise to satisfy? A. Self-actualization need B. Esteem need C. Social need D. Safety need E. Physiological need

d. safety need

A car dealer's advertisement inviting people for a test drive is an example of the use of _____. A. collateral material B. public relations C. personal selling D. sales promotion e. awareness advertising

d. sales promotion

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement? A. Signature cut B. Testimonial C. Casting brief D. Slogan E. trademark

d. slogan

The _____ refers to an additional smaller headline that can appear above the headline or below it. A. lead-in paragraph B. sig cut C. body copy D. subhead E. trial close

d. subhead

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona? A. The art director B. The graphics artist C. The creative director D. The copywriter E. The layout artist

d. the copywriter

Which social media network limited messages to 140 characters, then increased to 280? A. Facebook B. Pinterest C. Instagram D. Twitter

d. twit

Advertisers are often referred to as: A. customers. B. encoders. C. suppliers. D. senders. E. clients.

e. clients

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad. Select one: A. composition B. headline C. body copy D. slogan E. design

e. design

While waiting in the queue near the cash register at the supermarket, Harry noticed a basket of colorful candies. Although he did not need candy, he decided to buy them anyway. This scenario exemplifies the influence of _____ in a consumer's purchase decision. A. time B. society C. culture D. family E. environment

e. environment

In a _____, an intensive research technique, a company invites six or more people typical of the target market to a session to discuss the product, the service, or the marketing situation. A. survey B. observation C. simulation D. experiment E. focus group

e. focus group

Which of the following statements about direct marketing is true? Select one: A. It is non-interactive in nature. B. Its main advantage is that it is unaccountable. C. It is static in nature. D. It is restricted to direct mails. E. It involves a measurable response

e. it involves a measurable response

A _____ refers to an overall orderly arrangement of all the format elements of an ad. A. headline B. body copy C. subhead D. visual E. layout

e. layout

A _____ is a document that serves as a guide for the present and future marketing activities of an organization. A. marketing mix B. mission statement C. product concept D. integrated marketing communications message E. marketing plan

e. marketing plan

_____, a category of IMC research, provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs. A. Portfolio testing B. Concept research C. Sales experimentation D. Pretesting E. Posttesting

e. posttesting

Advertisers use _____ to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. A. experimental methods B. involvement sampling C. observation methods D. brainstorming E. projective techniques

e. projective technique

A _____ refer(s) to a detailed description of a brand's current marketing position. A. product concept B. mission statement C. advertising research strategy D. sales-target objectives E. situation analysis

e. situation analysis

In terms of IMC strategy, the _____ refer(s) to the specific people the IMC will reach. A. reference groups B. social class C. centers of influence D. focus group E. target audience

e. target audience

The primary reason some advertisers set up a wholly owned in-house ad agency is to: A. stimulate external creative efforts on the part of the marketing staff. B. meet the challenge of ad agencies and mass media with respect to creative incentives. C. increase their overhead. D. increase the percentage of the markup they earn. E. tighten control over their advertising.

e. tighten control over their advertising