IMC Questionnaire
True or False: A brand positioning statement will remain the same over the long-term.
False
True or False: Advertising appeals play an important role in the efficiency of an advertisement.
False
True or False: The availability of new advertising options and the rising costs associated with advertising are internal factors that influence advertising options decisions.
False
True or False: The goal of both traditional and integrated marketing is to create awareness.
False
True or False: When using IMC, the various marketing functions within an organization have different objectives for how they will communicate with their target audience.
False
True or False: Content writing is used to inform and educate potential customers while copywriting is used to convince potential customers to take action.
True
True or False: Forms of out-of-home advertising include billboards, kiosks, and transit.
True
All of the following statements about marketing campaign options are true, except: A) A brand awareness campaign needs to highlight the "what" the company does and the products and services it sells. B) A product / service launch creates excitement with the right target audience. C) A search engine marketing campaign drives potential customers to a company's social media pages. D) A user-generated content campaign uses customer created content to promote the company.
A search engine marketing campaign drives potential customers to a company's social media pages.
Broadcast advertising uses which of the following media options? A) Television B) Product placement C) Podcasts D) All of these
All of these
The type of content used in each stage of the marketing funnel is dependent upon the ________. A) Product B) Industry C) Target audience D) Sales process E) All of these
All of these
Which of the following are characteristics of integrated marketing? A) Company-driven B) Mass-market focused C) Speaks at the consumer D) Creates a two-way conversation E) None of these
Creates a two-way conversation
True or False: If one part of an IMC campaign is not working, marketers need to cancel the entire campaign and start over.
False
True or False: The relative cost of public relations is very high.
False
A marketing strategy that creates promotions for individuals within a specific geographical area is defined as ________. A) Undifferentiated marketing B) Niche marketing C) Local marketing D) Differentiated marketing
Local marketing
True or False: Public relations is designed to provide only positive information about a firm.
True
True or False: Successful IMC campaigns provide the right message to the right customer at the right time using the right channel.
True
True or False: The creative brief details the various creative activities required to develop the marketing campaign components.
True
True or False: The difference between traditional marketing and integrated marketing is the ability to have direct access to a target audience.
True
The stages of the marketing funnel include all of the following, except ________. A) Awareness B) Preference C) Interest D) Loyalty E) Advocacy
Advocacy
Types of advertising appeals include which of the following? A) Brand B) Adventure C) Fear D) All of these
All of these
What types of marketing content are used in the Top of Funnel stage of the marketing process? A) Blog posts B) Social media posts C) Videos D) Podcasts E) All of these
All of these
Which of the following statements about public relations is true? A) Public relations is not considered a management function. B) Public relations has the same objectives as product and service promotion. C) An effective public relations program continues over months or even years. D) Public relations deals only with the activities designed to sell a product or service.
An effective public relations program continues over months or even years.
Four general categories are used to segment consumer markets. One of the categories is ________. A)Supplier segmentation B) Demand segmentation C) Behavioral segmentation D) Product segmentation E) Regional segmentation
Behavioral segmentation
The two stages of the middle of the marketing funnel are ________. A) Awareness, Interest B) Consideration, Intent C) Purchase, Loyalty D) Consideration, Interest
Consideration, Intent
A marketing strategy that targets several different market segments and creates separate communications for each is known as ________. A) Mass marketing B) Differentiated marketing C) Concentrated marketing D) Personalized marketing
Differentiated Marketing
Brand positioning strategies include ________. A) Competition B) Price C) Use / Application E) Quality D) Each of these
Each of these
Marketers use buyer personas to better understand ________. A) Potential customers' wants and needs B) How potential customers buy C) Forms of communication potential customers use D) Each of these
Each of these
Which is an example of a seasonal push marketing campaign? A) Spring B) Christmas C) 4th of July D) Each of these
Each of these
Which of the following are organizational benefits of IMC? A) Market B) Brand C) Operations D) Financial E) Each of these
Each of these
Which of the following is a/ are step(s) in developing an integrated marketing campaign? A) Identify the campaign objectives B) Select the target audience C) Define the message D) Determine the appropriate communication channels E) Each of these
Each of these
Marketing tactics used in public relations include all of the following, except ________. A) Press kits B) News stories C) Speeches D) Community relations E) Entertainment festivals
Entertainment festivals
True or False: A brand positioning statement is the way a company / brand / product / service is defined by the company.
False
True or False: A disadvantage of print media is that the target audience does not have enough time to learn about the brand.
False
True or False: An influencer marketing campaign engages with social media influencers to expose a product / service to an existing target audience.
False
True or False: An integrated marketing campaign is a set-it-and-forget-it process.
False
True or False: Consumers use a standard process to make a purchase.
False
True or False: Content used for marketing only comes in various forms of written content.
False
True or False: In copywriting, an effective way to encourage the audience to engage is to write as if you are talking with them directly. between copywriting and content writing is that copywriting is longer and provides more detail.
False
True or False: Indirect competitors are businesses that offer the same products or services fulfilling similar needs to the same target audience.
False
True or False: Integrated marketing uses a sales-oriented approach in reaching out to potential customers.
False
True or False: Public relations is perceived in the same light as advertising.
False
True or False: The content and components of a creative brief will vary depending on the specific project.
False
True or False: The creative process consists of a chronological list of activities executed in a specific order to keep all team members working together.
False
True or False: The creative team does not need to research the target market's preferences prior to developing creative ideas for the campaign.
False
True or False: The difference between digital advertising and mobile advertising is that digital ads only appear on websites while mobile ads appear only on tablets and smartphones.
False
True or False: The focus of content writing and copywriting is to provide information to potential customers.
False
True or False: The focus of the interest stage of the marketing funnel is to make a case for why a potential customer should purchase the product / service.
False
True or False: The marketing funnel is a visualization of the customer purchase decision process and is consistent across industries.
False
True or False: The primary difference between concentrated targeting and differentiated targeting is that concentrated targeting focuses on multiple types of consumers.
False
True or False: Using various types of advertising decreases the likelihood of meeting the campaign objectives.
False
True or False: Video advertising display advertisements appear only within online video content.
False
True or False: When determining the best type of campaign to run, marketers need to focus on the organizational objectives.
False
Segmentation based on where potential customers live or work is referred to as ________. A) Zip code segmentation B) Geographic segmentation C) District segmentation D) Street segmentation
Geographic segmentation
All of the following are copywriting techniques to write engaging copy, except ________. A) Be engaging B) Use a conversational tone C) Highlight features over benefits D) Focus on the customer
Highlight features over benefits
Each of the following are ways marketers segment the market, except __________ A) Demographics B) Behavioral C) Industry Size D) Pyschographics
Industry size
The combination of mass media advertising with direct marketing, sales promotions, and direct marketing is known as ________. A) Micromarketing B) Social media marketing C) Integrated marketing communications D) Digital advertising
Integrated marketing communications
Which of the following is true of integrated marketing communications? A) Separates the various types of promotional activities B) Is often referred to as digital marketing C) Is a holistic approach to promotional D) activities Relies of mass marketing advertising
Is a holistic approach to promotional
Which of the following is a disadvantage of public relations? A) It does not contribute to a company's ROI. B) It lacks credibility. C) It does not support advertising programs. D) It does not guarantee media time and space.
It does not guarantee media time and space.
Which of the following is an advantage of using public relations? A) It is a cost-effective way to reach a target market. B) It enables marketers to easily use slogans and other advertising devices. C) It provides a guarantee for media time and space. D) It offers several standard effectiveness measures.
It is a cost-effective way to reach a target market
Before the implementation of integrated marketing, the function of a company's promotional activities was focused on ________. A) Sales promotions B) Public relations C) Mass media advertising D) Publicity
Mass media advertising
The main objective of ________ is to develop a framework to deliver the right message to the right target audience in the most efficient, cost-effective way. A) Media planning B) Market segmentation C) Target marketing D) Organizational planning E) A communication hierarchy
Media Planning
When first introduced, IMC consisted of all of the following, except ________. A) Advertising B) Public Relations C) Social media D) Direct marketing E) Sponsorship
Social Media
A ________ consists of consumers who share comment needs or characteristics that the company determines as the best audience for their product / service. A) Marketing channel B) Target market C) Market segment D) Distribution channel
Target market
True or False: A benefit of a user-generated content campaign is that content created by customers resonates better with the market than content created by the company.
True
True or False: A good positioning statement will be both believable and memorable.
True
True or False: Advertising appeals are used to grab the attention of the audience and trigger a response.
True
True or False: As the PR media are not being compensated makes public relations messages a credible source of information.
True
True or False: Brand positioning creates a picture in the mind of the consumer and communicates the unique value proposition of the brand.
True
True or False: Businesses research the competition in order to learn how to differentiate themselves and effectively compete in the market.
True
True or False: Direct marketing is focused on building one-on-one relationships with customers through direct forms of communication, including mail, email, social media, and texting.
True
True or False: IMC calls for centralized messaging so that everything a company says and does communicates a common theme and positioning.
True
True or False: IMC campaigns use a variety of communication channels as a cohesive unit to deliver a consistent message to reach the target audience.
True
True or False: IMC is a holistic approach where all aspects of marketing work together toward a common goal.
True
True or False: In copywriting, an effective way to encourage the audience to engage is to write as if you are talking with them directly
True
True or False: Integrated marketing focuses on creating personalized and tailored messages.
True
True or False: Natural appeal showcases products in a honest, realistic, relatable way.
True
True or False: One of the main reasons businesses are concerned about public perception is that these perceptions may affect the sales of the company's products / services.
True
True or False: Personalized targeting creates a personal connection in order to increase brand loyalty.
True
True or False: The first step in the development of an IMC campaign is to review the overall organizational objectives.
True
True or False: The five characteristics of effective marketing campaign objectives are specific, measurable, achievable, relevant and time-based.
True
True or False: The five criteria used to analyze the attractiveness of a market segment include measurable, accessible, sustainable, similar and actionable.
True
True or False: The four advertising categories are print, broadcast, internet, and out-of-home.
True
True or False: The goal of an IMC campaign is to reach customers through a combination of marketing tactics to inform and influence the target audience in the decision-making process.
True
True or False: The marketing communications channels used in developing an IMC campaign include public relations, direct marketing, out-of-home, print media, broadcast media, digital marketing.
True
True or False: The marketing funnel is used by marketers to understand the customer's purchase journey as it relates to the various communication channels.
True
True or False: The most common types of content used in marketing campaigns include web copy, ebooks, product descriptions, newsletters, case studies, brochures, infographics, tutorials, social media posts, white papers, and video scripts.
True
True or False: The needs of the target audience and the campaign objectives need to be evaluated when determining where to place ads.
True
True or False: The public relations process is ongoing.
True
True or False: The purpose of Kellogg's offering different cereals targeted at various types of customers is to better serve the customers' needs.
True
True or False: The purpose of a creative strategy is to ensure that all stakeholders are focused on a common goal.
True
True or False: The three main goals of advertising are to inform, persuade, and remind.
True
True or False: The use of keywords in both copywriting and content writing increase the ranking of the company in online searches.
True
True or False: When determining the right communication channels to use in a campaign, it is important to know what communication channels the target audience uses to gather information.
True
Which of the following is not a format used in writing content? A) Short / long term text B) Images C) Web copy D) Audio E) Video
Web copy
All of the following are traditional marketing communication options, except ________. A) Magazines B) Television C) Direct mail D) None of these
None of these
The four types of target market strategies used by companies to market their products include all of the following, except ________. A) Undifferentiated B) Mass C) Concentrated D) None of these
None of these
Which of the following is not a characteristic used by companies to segment a market? A) Loyalty status B) Operating characteristics C) Geographic location D) Benefits sought
Operating Characteristics
The marketing content used at the top of the marketing funnel include all the following, except ________. A) Blog posts B) White papers C) Promotions D) Videos
Promotions
________ is the management function that evaluates public attitudes and implements a program of action to earn public understanding and acceptance. A) Public relations B) Image advertising C) Corporate advertising D) Public administration
Public relations
