Title: Promotion: Integrated Marketing Communication (IMC)
Course: Question Banks

Q: The process involving coordination of a variety of different communication tools used to deliver a common message and impact customers’ perceptions and behavior is known as ________.
- marketing through distribution
- defining the message
- integrated marketing communication
A: integrated marketing communication

Q: An international retail food company coordinates its consistent strategic marketing message for a new sandwich through marketing tools such as sales promotions, digital marketing, advertising, and public relations campaigns. What impact could the coordination of that message have on the company’s target market?
- It communicates messages across a variety of platforms and creates fractured marketing communication which impact customers’ perceptions and behavior.
- It communicates messages across a variety of platforms and creates fractured marketing communication that impacts customers’ perceptions and behavior.
- It reinforces the message across a variety of platforms and creates a more efficient and effective means to impact customers’ perceptions and behavior.
A: It reinforces the message across a variety of platforms and creates a more efficient and effective means to impact customers’ perceptions and behavior.

Q: Which type of common marketing communication method uses the development of face-to-face interaction and relationships with the target audience in order to sell products or services?
- sales promotion
- direct marketing
- personal selling
A: personal selling

Q: Which choice includes all of the seven common methods of marketing communication?
- indirect marketing, personal selling, exhibitions, sales promotions, public relations, guerrilla marketing, and generational marketing
- advertising, direct marketing, personal selling, sales promotions, public relations, monkey marketing, and digital marketing
- advertising, direct marketing, personal selling, sales promotions, public relations, guerrilla marketing, and digital marketing
A: advertising, direct marketing, personal selling, sales promotions, public relations, guerrilla marketing, and digital marketing

Q: Which of the following is the best definition of an IMC marketing campaign?
- a coordinated series of marketing communication efforts built around many ideas or themes which are designed to reach a variety of objectives
- a planned set of objectives fashioned into a series of marketing communication tools built for mass broadcasting of multiple ideas or themes
- a planned and coordinated series of marketing communication events built around an idea or theme that is designed to reach a particular objective
A: a planned and coordinated series of marketing communication events built around an idea or theme that is designed to reach a particular objective

Q: What is one of the major factors for success with a marketing campaign?
- spending a large amount of time on creating a message
- creating a message that is a broad market message
- having a clear and consistent message
A: having a clear and consistent message

Q: A company failed to coordinate a clear message across all of the IMC channels it was using to market its products and services. What are the ramifications of this misstep?
- The target audience is clear about the company’s offerings.
- The effective and consistent message is reinforced over and over through the various IMC campaigns.
- The customers are confused as a result of the wasted resources, time, and money.
A: The customers are confused as a result of the wasted resources, time, and money.

Q: What does it mean when a company speaks about its corporate messaging?
- how the company interprets the messages coming from the outside market
- how the company sends its communications throughout the company
- how the company talks about itself and the value it provides to its market
A: how the company talks about itself and the value it provides to its market

Q: If an organization needs to communicate about a service interruption or an unfortunate development, which type of messaging does it use?
- corporate messaging
- brand messaging
- crisis messaging
A: crisis messaging

Q: What is the primary function of drafting a message statement?
- It should express multiple complex ideas in a variety of ways.
- It should create a message to obscure a company’s differences and value so that it blends in with its competitors.
- It should resonate with your target audience enough to grab their attention and interest.
A: It should resonate with your target audience enough to grab their attention and interest.

Q: What is the the very first question to answer when beginning a marketing message to use with IMC tools?
- Who is the audience for this message?
- Why should the targeted audience take interest in the product or service?
- What are the company’s goals, objectives, and marketing strategy?
A: What are the company’s goals, objectives, and marketing strategy?

Q: Alice has crafted her company’s key marketing messages, and it is time to prioritize and organize them into a framework. After she has focused on the brand promise and the positioning statement, what should be her next priority?
- primary message
- call to action
- target audience
A: target audience

Q: A company is following a standard messaging framework to organize its marketing messages and is ready to address its primary message. What framework should it follow to create its elevator pitch?
- It should make a ten-minute company summary, highlighting as many of the company’s products and core values as possible to a customer.
- Identify at least three proof points for the primary message and include a call to action.
- Craft one to three sentences, directed to a target customer as if it had 30 seconds to convey its core message.
A: Craft one to three sentences, directed to a target customer as if it had 30 seconds to convey its core message.

Q: Once a company has completed the messaging framework all the way through creating the message pillars and their respective proof points, what is the last step of the messaging process?
- targeting the audience
- creating a primary message
- including a call to action
A: including a call to action

Q: Why is the call to action the important final step in a company’s messaging framework?
- It starts the process of having the message relay meaning to its target audience.
- It includes key messaging components to confirm organizational alignment.
- It verifies that the message convinces the target audience to change its behavior and take action.
A: It verifies that the message convinces the target audience to change its behavior and take action.

Q: What are the first three planning steps for marketers to define what they want to accomplish and with whom?
- set S.M.A.R.T. goals, define the message, select marketing communications methods and tools
- select marketing methods and tools, determine the promotion mix, execute the campaign
- determine the target market, purpose and objectives for IMC campaign, set S.M.A.R.T. goals
A: determine the target market, purpose and objectives for IMC campaign, set S.M.A.R.T. goals

Q: If a marketing team is deciding between using a direct mail marketing campaign or a social media marketing campaign, then where are they in stages of the planning steps?
- the seventh step: executing the campaign
- the fourth step: defining the message
- the sixth step: determining the promotional mix of which tools to use, when, and how much
A: the sixth step: determining the promotional mix of which tools to use, when, and how much

Q: A marketing team has designed a marketing campaign with the objective of stimulating a trial of their company’s product since demand has become stagnant. Which stage should the AIDA model should the team focus their efforts?
- interest
- action
- desire
A: desire

Q: As a company moves a customer through the purchasing process, the percentage of prospects changes. Which stage of the AIDA process has the smallest percentage of prospects associated with it?
- the interest stage
- the awareness stage
- the action stage
A: the action stage

Q: If the strategy a company is using stimulates demand and motivates customers to seek out its specific products or services, this strategy is known as a ________?
- personal selling strategy
- push strategy
- pull strategy
A: pull strategy

Q: A marketer is deciding whether the marketing campaign for his company’s product will be a push strategy, a pull strategy, or a combination of the push/pull strategies. What impact does this decision have on the rest of the marketing campaign?
- It informs the marketer which type of target market they should focus their attention on.
- It identifies how strong the marketing message should be.
- It helps to guide and identify which communication tools and methods should be used.
A: It helps to guide and identify which communication tools and methods should be used.

Q: When determining a marketing campaign’s goals and objectives, a marketer would be wise to set S.M.A.R.T. goals. This acronym stands for:
- specialized, measurable, accessible, realistic, and timely
- specific, measurable, accountable, recognized, and timely
- specific, measurable, achievable, realistic, and timely
A: specific, measurable, achievable, realistic, and timely

Q: When Linda set S.M.A.R.T. goals for the company’s product marketing campaign, she set herself up to be able to do what additional activities with her campaign?
- predict the customer response to the marketing campaign
- assess the economic ups and downs of the market in general
- monitor the campaign progress and adjust the approach and tactics where needed
A: monitor the campaign progress and adjust the approach and tactics where needed

Q: If a company’s marketing campaign goal is to boost the sales of a convenience product in stores, and the company decided that a point-of-sale enticement was the best strategy, which communication method would most likely work best to meet that goal?
- advertising
- guerrilla marketing
- sales promotions
A: sales promotions

Q: A paid form of communication from a specific source or sponsor that accentuates goods, services, and/or ideas, of the sponsor is the definition of ________.
- public relations
- personal selling
- advertising
A: advertising

Q: Advertising encompases three primary objectives. One objective is to remind customers of the need for the product or service and the benefits it provides. A second objective is to persuade customers try a new product, remain loyal, or switch brands. What is the third primary objective of advertising?
- comparative abstraction advertising
- mindfulness advertising
- informative advertising
A: informative advertising

Q: A company is developing its advertising media plan and recognizes that it needs to target a highly specific market and be able to have high measurement capabilities for its advertisement effectiveness. Which type of media would best support the company’s media plan goal to meet its stated requirements?
- display ads
- magazines
- online ads
A: online ads

Q: A zipline company is developing its advertising media plan for its seasonal business and is deciding on the type of media to use that would best facilitate its campaign. The plan calls for a seasonally flexible, flighting approach that will expose the company’s message to a mass market but not be too expensive. Which of the choices best meets the zipline company’s marketing plan objectives?
- online ads
- television ads
- display ads
A: display ads

Q: If a company or organization is working on building a favorable community relationship with organizations, people, customers, groups, and the public in general, it is working on growing and maintaining a favorable image through ________.
- advertising
- direct marketing
- public relations
A: public relations

Q: Public relations uses a variety of techniques to manage the perceptions of the public. Which of the following techniques are used?
- product descriptions, trade shows, direct mailings
- social media, banner ads, vine videos
- sponsorships, award programs, influencer relations
A: sponsorships, award programs, influencer relations

Q: If a company was planning to coordinate its IMC tools and its public relations activities, which choice would it be wise to follow?
- press releases are distributed to the media and hosted on the company website that can be accessed only by having a company account
- if it is a cigarette company it should sponsor and advertise at a national healthy living convention
- a white paper written by the company’s technical lead is incorporated into both the company website and sent in an email marketing campaign to industry influencers
A: a white paper written by the company’s technical lead is incorporated into both the company website and sent in an email marketing campaign to industry influencers

Q: If a company needs to stimulate revenue or provide extra value or incentives to its customers or distributors for a short period of time, which marketing tool would be best for the company to use?
- personal sales
- guerrilla marketing
- sales promotions
A: sales promotions

Q: An industrial ball bearing manufacturer plans to offer sales promotions for its B2B customers. Which of the following would be the best sales promotion for the manufacturer to offer?
- samples
- loyalty program
- sales contests
A: sales contests

Q: What is an example of IMC supporting a sales promotion?
- an email delivering the latest press release to customers
- a guerrilla marketing campaign creating brand awareness
- an Instagram contest for customers to vote on the most creative and entertaining photos with a product
A: an Instagram contest for customers to vote on the most creative and entertaining photos with a product

Q: If a company uses in-person interactions to sell a product or service through sales representatives, which this type of communication method is it using?
- public relations
- direct marketing
- personal selling
A: personal selling

Q: One of the disadvantages of personal selling is the high cost to maintain good salespeople. How can companies reduce the cost but still maintain that personal touch?
- measure the marketing effectiveness of the company’s other marketing activities
- offer rewarding incentives to the sales representatives to make more sales
- use complementary techniques like telemarketing, direct mailings, and toll-free numbers for prospective customers
A: use complementary techniques like telemarketing, direct mailings, and toll-free numbers for prospective customers

Q: Historically direct marketing filled up the mailboxes of customers with postcards, flyers, and junk mail offers. How has direct marketing changed in today’s world?
- It continues to be conducted primarily through direct postal mail.
- It utilizes emails and mobile messages that are sent to a wide audience like mass marketing with little customization or personalization.
- It is more personalized through database information about customers and delivered through email and mobile devices.
A: It is more personalized through database information about customers and delivered through email and mobile devices.

Q: What crucial efforts need to be taken by a company to make its direct marketing emails and mobile messages effective?
- wait for new technology to be widely adopted before using it in the IMC marketing mix
- update its customer database once a year to use with its marketing campaigns
- create a robust and accurate customer database to use for marketing campaigns
A: create a robust and accurate customer database to use for marketing campaigns

Q: The direct marketing method of using databases, email, and mobile campaigns is a prevalent and effective marketing tool today. These type of marketing tools provide personalization and powerful predictions of customers needs and behaviors. With all the benefits of these tools, what are some of its disadvantages?
- The mobile and email marketing campaign execution is expensive.
- The cost to a company and a hit to its revenue is a primary concern.
- The concern for people’s privacy and information security is a major concern.
A: The concern for people’s privacy and information security is a major concern.

Q: A customer of a bank is skiing at her favorite ski resort. As she is riding the ski lift, her cell phone dings with a text reminding her to pay her credit card in the next few days before the deadline. She really enjoys how her bank sends her reminders and timely messages, and this builds her loyalty to the bank. This example illustrates which unique attribute associated specifically with digital marketing?
- It is providing general information.
- It is raising the bank's brand awareness.
- It is mobile and portable.
A: It is mobile and portable.

Q: Lander has a Netflix account and loves to watch independent and international films. After each film that he streams, Netflix creates a list of other potential films he might enjoy watching based on his film watching history. Lander has discovered many additional films he enjoys from the Netflix suggestions. It is one of the main benefits he likes about his Netflix account. What digital marketing technique is Netflix using to build value for its customer Lander?
- Its movie service is providing non-specific information for Lander.
- It is listing the general collections of films in its system for Lander.
- It is using highly measurable and data driven information to add customer-value for Lander.
A: It is using highly measurable and data driven information to add customer-value for Lander.

Q: Digital marketing tools provide which type of support for a company or organization's marketing messages?
- They support the broader IMC activities by decreasing the need to contact customers directly.
- They can replace a good marketing strategy by sending out broad marketing messages to a general population.
- Through digital communications, they support wider IMC activities by targeting and reinforcing campaign messages and activities in other media.
A: Through digital communications, they support wider IMC activities by targeting and reinforcing campaign messages and activities in other media.

Q: Websites are flexible digital marketing tools that every business or organization needs in order to conduct business efficiently and effectively. It is the crucial marketing face of a business or organization. Websites are not without risk. Which of the following a disadvantage of managing a website?
- They can generate too many business leads to follow.
- They can make it too easy for a customer to make purchases.
- They can be costly and time-consuming to maintain.
A: They can be costly and time-consuming to maintain.

Q: A small business launched its new website, which complements the business’s other marketing efforts, but does not have many visitors or interaction with it. Which digital marketing tool did the business likely not employ or utilize for its website?
- content marketing strategies
- social media strategies
- search engine optimization
A: search engine optimization

Q: A business decided to create more substantive content to place on its website for its potential and current customers. What is a good rule of thumb to follow as the business plans the new content?
- Create universal headlines that blend in with the rest of the content, not calling out attention to themselves.
- Add relevant content to the website and realize there is little need to publicize or promote the content.
- Make sure the content matches search terms the business wants to be associated with.
A: Make sure the content matches search terms the business wants to be associated with.

Q: If a business wants to gain media attention, make a memorable and positive connection with its target audience, and take a little risk or be a bit edgy, then which type of marketing tool would fit best for its marketing campaign?
- public relations
- personal selling
- guerrilla marketing
A: guerrilla marketing

Q: How do IMC compatibility and guerrilla marketing often work together?
- Guerrilla marketing campaigns use no IMC tools at all and rely only on art installations.
- Frequent personal selling, like a mime who signs people up for a company’s service, is used with guerrilla marketing.
- Social media, like a landing page on a website, is used in conjunction with the guerrilla marketing experience.
A: Social media, like a landing page on a website, is used in conjunction with the guerrilla marketing experience.

Q: What are the vital roles marketers play in supporting the sales process?
- Marketers need to provide motivational coaching for salespeople to do their job.
- Marketers need to give a customer moving through the decision-making process space to be influenced primarily by the salespeople.
- Marketers need to provide tools to the salespeople to assist them in closing deals.
A: Marketers need to provide tools to the salespeople to assist them in closing deals.

Q: If a customer is in the information research and processing stage of the consumer decision-making process, how should a salesperson support him or her in this stage?
- Provide the consumer with solutions and resolve the consumers needs.
- Work at closing a sale with the consumer with the business's product or service.
- Build a relationship with the consumer and discover what the consumer’s needs are.
A: Build a relationship with the consumer and discover what the consumer’s needs are.

Q: In order for the sales process to begin, which initial step must be taken?
- solutions need to be presented and concerns resolved
- relationships need to be built and needs discovered
- leads need to be generated and qualified
A: leads need to be generated and qualified

Q: A company conducts most of its business online or through mobile web tools and does little to no personal selling. What types of IMC tools could be used by marketers to support the company’s sales process?
- trade shows, conferences, door-to-door sales
- flyers, posters, direct mailings, postcards
- social media, videos, email, web content, mobile text push offers
A: social media, videos, email, web content, mobile text push offers

Q: A customer has worked her way through the decision-making process steps and is now in the final selection process. She is discussing the specific terms of the sale with a salesperson. Which set of IMC tools are especially useful at this stage?
- email, surveys, social media
- case studies, videos, product demonstrations, presentations
- discounts, sales promotions, testimonials
A: discounts, sales promotions, testimonials

Q: After a sale is made and consumers have purchased the product or service from a company, which additional IMC tools are used to support them, keep them satisfied, and retain them as customers?
- discounts, sales promotions, testimonials
- case studies, videos, product demonstrations, presentations
- email, surveys, social media
A: email, surveys, social media

Q: A CRM system generally captures and maintains information that is very useful to the sales and marketing process. Which types of information does the CRM system capture?
- current customer information exclusively
- current company organization information and inventory data
- current and prospective customer information and the businesses interaction with them
A: current and prospective customer information and the businesses interaction with them

Q: CRM systems have business goals to assist businesses in capturing new leads and move them through the sales process as well as managing and supporting relationships with current customers to maximize their lifetime company value. What other overall business goals do CRM systems help organizations achieve?
- They help create intricate and complex processes and business functions to implement.
- They help maintain productivity and keep costs for sales, account management, and marketing steady.
- They help decrease costs for sales, account management, and marketing and increase productivity
A: They help decrease costs for sales, account management, and marketing and increase productivity

Q: Sales force automation (SFA) is a function in many CRM systems. How can this type of tool assist with the sales process?
- It enables businesses to use more salespeople to manage clients.
- It manages contacts by tracking and recording only the final two stages of the sales process for prospective clients.
- It streamlines each phase of the sales process and minimizes the time salespeople need to spend in each step.
A: It streamlines each phase of the sales process and minimizes the time salespeople need to spend in each step.

Q: Something that is measurable and specifies the progress a business or organization is making toward reaching its goals or objectives is the definition of a:
- progress performance key (PPK)
- key developmental indicator (KDI)
- key performance indicator (KPI)
A: key performance indicator (KPI)

Q: A company can have many different levels of measuring KPIs. What types of KPIs can be measured besides company-level, campaign-level, department-level, and team-level KPIs?
- product-level KPIs
- industry-level KPIs
- marketing tactic-level KPIs
A: marketing tactic-level KPIs

Q: How does a company or organization decide which key areas to measure?
- A company or organization starts by considering the product objectives and design.
- A company or organization starts by considering department level goals and objectives as well as product level designs.
- A company or organization starts by considering its overall goals and objectives and the marketing goals and objectives.
A: A company or organization starts by considering its overall goals and objectives and the marketing goals and objectives.

Q: If a marketing communications campaign uses SEO or website tools for its marketing campaign, what are some of the KPIs used to measure the campaign’s effectiveness?
- open rate, bounce rate, unsubscribe rate
- likes, shares, comments, retweets/reposts, positive/negative sentiment
- SEO keyword ranking, number of unique visitors, average time on site/page
A: SEO keyword ranking, number of unique visitors, average time on site/page

Q: When a marketing communications activity uses paid media advertising for its marketing campaign, what are some of the KPIs used to measure the marketing campaign’s effectiveness?
- likes, shares, comments, retweets/reposts, positive/negative sentiment
- buzz indicators, repeat visits, confirmed reach, impressions
- cost per click, impressions, profits per customer, customer acquisition cost
A: cost per click, impressions, profits per customer, customer acquisition cost

Q: In order to begin an action plan, what must a marketer know first?
- the budget, the accounting method, and the fiscal reporting template
- the IMC tools and methods the campaign will be using
- the campaign deadline date, any date conflicts, and the people’s time limitations and availabilities
A: the campaign deadline date, any date conflicts, and the people’s time limitations and availabilities

Q: What is the purpose of a communication plan for a marketer?
- to address the business’s needs for brand awareness and to keep its marketing mix fresh in the public’s eyes
- to prepare for how the target market will react to certain kinds of marketing activities and to plan for contingencies to address market concerns
- to think ahead about the promotions mix execution, to ensure the whole marketing team agrees on a common vision for their work, and to identify what role each individual plays to achieve that vision
A: to think ahead about the promotions mix execution, to ensure the whole marketing team agrees on a common vision for their work, and to identify what role each individual plays to achieve that vision

Q: If a marketer is thinking through the details of the promotion mix for the campaign, listing the key tools and methods to be used, and subdividing the amount of money to be spent in each area, then the marketer is working on which portion of the campaign plan?
- the communication action plan
- the campaign impact
- the budget of the campaign, specifically the promotional mix budget
A: the budget of the campaign, specifically the promotional mix budget

Q: How can marketers estimate the impact of various marketing campaigns if they have little prior experience in estimating campaign impact?
- They can determine the measurement of impact by how well upper management reacts to the plan.
- They can ask what types of IMC tools the company will be using and how costly they are to use.
- They can ask what the goals are for the campaign and determine whether those goals have been met.
A: They can ask what the goals are for the campaign and determine whether those goals have been met.

Q: What should be included in a communication action plan template to keep responsibilities and information clear for everyone?
- timing, brief description, marketing integration activities, owner, follow-up
- activity type, audience, owner, follow-up, cost
- timing, activity type, brief description, audience, owner
A: timing, activity type, brief description, audience, owner