ICM301
SU26
INTEGRATED MARKETING
COMMUNICATION
NGUYỄN KIM PHƯỢNG - HS20008
2026
Lecturer: NgaVV
01
Overview of
IMC
02
Market
Segmentation &
Targeting
04
05
Advertising
Promotion
09
Direct
Marketing
Personal
Selling
IMC301
SU26
08
Table of
03
Brand Positioning
Strategy
06
07
Media
(MPR) &
Sponsorship
10
11
Social Media &
Interactive
Marketing
CONTENT
Alternative &
Experiential
Marketing
12
Evaluating IMC
Campaigns
13
Budgeting & Ethical
Issues in IMC
which of the following characterized the original
1989 definition of IMC by the 4As?
what is a primary organizational challenge or
barrier to successfully implementing IMC?
A. It focused primarily on managing profitable customer
relationships through cross-functional collaboration.
B. It evaluated the strategic roles of communication
disciplines and combined them for maximum impact.
C. It relied heavily on data-driven digital media tracking
and behavior analytics.
D. It prioritized short-term sales incentives over
traditional brand alignment goals.
A. An over-reliance on data-driven communication
strategies.
B. The integration of digital media channels with
traditional media platforms.
C. Resistance to change within traditional structures
and siloed departmental budgets.
D. A lack of consumer interest in consistent brand
messaging across media.
effective IMC strategic planning is highly critical
because it directly ensures which of the
following outcomes?
Modern definitions of IMC, as outlined in Chapter
1, view the concept not just as an optimization
tool, but fundamentally as a process for:
A. The complete eradication of creative freedom in
advertising agencies.
B. The right message reaches the right audience at the
right time while preventing duplication of effort.
C. A shift entirely toward specialized digital agencies to
replace traditional oversight.
D. The immediate maximization of short-term returns
without long-term equity considerations.
A. Replacing traditional mass media channels entirely
with automated web bots.
B. Isolating public relations from sales promotions to
maintain operational purity.
C. Managing profitable customer relationships and
driving purposeful, data-driven strategies.
D. Consolidating all regional variations into a single rigid
global campaign without cultural nuance.
According to the Rossiter–Percy Grid, what
characterizes a 'Low-Involvement
Transformational' brand attitude strategy?
A. It requires highly detailed benefit claims that fully
convince analytical buyers.
B. It handles high-risk capital purchases by minimizing
perceived financial losses.
C. It uses positive emotional imagery and experiences
to build associations for low-risk products.
D. It focuses exclusively on negative motives such as
problem removal and problem avoidance
In the context of Brand Awareness strategies,
when is a 'Recall' awareness strategy critical for
a marketer?
A. When the purchase decision is made prior to entering
a store or encountering point-of-purchase visuals.
B. When strong visual packaging in the grocery aisle
automatically triggers a memory of the need.
C. When the product is bought strictly on impulse at a
checkout counter queue.
D. When a company wants to completely avoid building
emotional brand attitude links.
Chapter 4 explicitly differentiates advertising
from sales promotion by stating that advertising:
A. Focuses on short-term tactics designed to stimulate
immediate volume adjustments.
B. Is entirely cost-free because it utilizes organic, usergenerated social media networks.
C. Delivers long-term strategic value by focusing on
brand equity and awareness.
D. Avoids category positioning entirely to prevent
market competition.
The Latin root of the word 'advertising' is
'advertere', which means:
A. To sell immediately
B. To turn towards
C. To communicate truths
D. To reduce market risk
what is the primary goal of any comprehensive
Promotion Strategy within an IMC framework?
A. To build corporate image and long-term reputation
assets exclusively.
B. To drive immediate consumer action and accelerate
the purchase decision process.
C. To permanently eliminate the need for traditional
media channel expenditures.
D. To bypass retail distributors completely in favor of
direct B2B trade partnerships
Which consumer promotion technique involves
distributing multiple packs or price-offs marked
directly on the package to encourage bulk buying
and temporarily remove customers from the
competitive market?
A. Sampling devices
B. Refunds and rebates
C. Loading devices
D. Self-liquidating premiums
what is a distinct strategic risk associated with
the over-reliance or overuse of consumer
incentive promotions?
A. An immediate decrease in short-term sales volume spikes.
B. Price erosion and a reduction in the brand's perceived
premium value.
C. An increase in long-term brand equity without financial
cost.
D. Complete immunity of the target audience from
competitive counter-promotions.
To build brand equity effectively, Chapter 5 notes
that promotional messages and creative
execution should always strive to match the
quality of:
A. Competitive wholesale trade discount pricing matrices.
B. Image advertising campaigns that support brand attitude
positioning.
C. Automated adblocking filter algorithms.
D. Short-term siloed operational department metrics.
In media planning, 'Reach' is defined as the
percentage of the target audience exposed to a
message, while 'Frequency' refers to:
A. The total number of complete advertising calendar
cycles funded.
B. The average number of times an individual is exposed
to the message.
C. The operational speed of programmatic automated
auction buying systems.
D. The percentage of users who actively install desktop
adblocking tools.
What is 'Programmatic Advert Buying' as described
in Chapter 6, and what major strategic problem
does it present to brand managers?
A. It is a manual creative session that completely
eliminates misaligned ad placement issues.
B. It is an automated system for purchasing ad space;
its issues include a lack of transparency and a potential
loss of control over brand reputation.
C. It is a method used strictly by public relations teams
to construct local retail point-of-purchase signs.
D. It is a strategy that requires every consumer to
manually disable desktop adblocking filters.
what is an operational implication for IMC
messaging when advertising in a high-distraction,
mobile audience context (e.g., billboards or bus
wraps)?
A. Messages must contain extensive, highly technical data
arguments to keep viewers engaged.
B. Simplified visuals and text are required to
accommodate cognitive ease and limited processing time.
C. The human brain processes detailed brand attitude
copy significantly faster when moving physically.
D. Marketers must use cookies and programmatic location
tracking to eliminate all physical visuals.
what major legal privacy framework enacted in
2018 mandates explicit user permission before
digital ad systems can collect personal tracking
data?
A. The 4As Original Charter Protocol
B. The Rossiter–Percy Digital Act
C. The General Data Protection Regulation (GDPR)
D. The Acceptable Ads Platform Treaty