MKT 4354-003
Chapter 1 Quiz
1) Integrated Marketing Communication (IMC) is defined as:
a) A paid, mass mediated attempt to persuade
b) The process of using a wide range of promotional tools working together to create wide-spread
brand exposure.
c) A series of coordinated promotional efforts including advertisements that communicate a single
theme or idea
d) The communication process in marketing that is used to create a favorable predisposition
toward a brand or service
2) What is the difference between advertising and publicity?
a) Only advertisements can use television
b) Publicity is never mass-mediated
c) Advertising is paid for while publicity is not
d) Public service announcements (PSA) are types of advertisements
3) Which is NOT a main audience category?
a) Household consumers
b) Members of trade channel
c) Professionals
d) Suppliers
4) Which aspect of the marketing mix focuses on aesthetic design, warranties, and features?
a) Product
b) Promotion
c) Price
d) Distribution
5) Lower per-unit productions costs resulting from larger volumes refers to:
a) Economies of scale
b) Demand elasticity
c) Internal positioning
d) External positioning
6) What is a target audience?
a) The group of customers singled out to be reached by an advertising campaign or other
promotion.
b) Individuals who specialize in areas related to the promotional process
c) The advertising agency that emphasizes copywriting and artistic services.
d) Organizations of professionals who provide create and business services related to planning,
preparing, and placing advertisements.
7) Which one of the following communication efforts would be considered advertising?
a) a. A public service announcement urging motorcycle riders to wear helmets.
b) A musician on a radio talk show plugging his concert tour.
c) A politician going door-to-door urging people to vote for him.
d) A television message from the National Milk Council urging everyone to drink milk.
8) ________ is the process of creating a perceived difference between an organization's brand and the
competition's.
a) Differentiation
b) Positioning
c) An external Position
d) An internal position
9) Advertising that is designed to generate demand for a particular company’s brand is known as?
a) corporate advertising
b) selective demand stimulation
c) direct response advertising
d) primary demand stimulation
10) What are the two major components of Mass Media Communication?
a) Negotiation and Accommodation
b) Negotiation and Production
c) Reception and Production
d) Reception and Accommodation
11) What is the most challenging aspect of advertising execution?
a) Generating an Advertising Campaign
b) Finding an Advertising firm
c) Developing the Integrated Marketing Communication
d) Getting Clients or Sponsors
12) Primary Demand Stimulation is defined as:
a) promotion aimed at stimulating demand for a specific brand
b) promotion aimed at creating demand for a product category
c) promotion that asks the receiver of the message to act immediately
d) promotion that relies on imagery and message themes to emphasize a brand's benefits and
positive qualities to encourage customers to purchase the product at a later date
13) When members of an audience are similar in their background, social standing, and goals, they
generally........
a) do not yield similar meanings from an ad
b) yield similar meanings from an ad
c) have no opinion
d) live in the same neighborhood
14) Which of the following is not in the Promotional Mix?
a) a. Public Relations
b) b. Event Sponsorships
c) c. Branded Entertainment
d) d. Logistics
15) Which of these is the most widely used promotional tool?
a)
b)
c)
d)
social media
event sponsorships
personal selling
advertising
16) What are trade journals?
a) magazines that list the market price of various items
b) magazines that list the market price of commercial costs
c) magazines that publish technical articles for members of the trade
d) magazines that are solely used by retailers and distributors
17) Which of the following best describes global promotion?
a) promotion typically used for brands that are considered citizens of the world and whose manner
of use does not vary tremendously by culture
b) promotion that reaches all geographic areas of one nation. It is the kind of promotion we see
most often in the mass media in the U.S. market.
c) regional promotion, this is directed at an audience in a single trading area, either a city or state
d) a team approach to promotion in which national companies share promotion expenses in a
market with local dealers to achieve specific objectives.
18) Which of the following is considered an audience for promotion?
a) Household Consumers
b) Members of Business Organizations
c) Professionals
d) all of the above
19) What is a brand?
a) a legally protected right of a company
b) name, term, sign, symbol, or any other feature that identifies one seller’s good or service as
distinct from those of other sellers.
c) decision-making mode in which consumers repeatedly buy the same thing to fulfill a specific
need
d) none of the above
20) Which of the following describes economies of scale?
a) A situation in which consumers are relatively insensitive to price increases for the brand.
b) Promotion that asks the receiver of the message to act immediately.
c) This occurs when costs per-unit become lower due to larger volumes of production.
d) Promotion aimed at pointing out a specific brand’s unique benefits compared with the
competition.
Answers:
1. B
2. C
3. D
4. A
5. A
6. A
7. D
8. A
9. B
10. C
11. A
12. B
13. B
14. D
15. D
16. C
17. A
18. D
19. B
20. C