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IMC QUIZ
Quiz 1
1. Prior to the development of integrated marketing communications, the promotional function in most
companies was dominated by:
mass-media advertising.
2. Product, price, place, and _____ are the 4Ps of the marketing mix
promotion
3. The central theme of the concept of _____ is that all of an organisation's promotional elements and
marketing activities reach out consistently and in a unified manner with its customers.
integrated marketing communications
5. ____ involves the process for planning, executing, evaluating, and controlling the use of the various
promotional-mix elements to effectively reach out target audiences.
Integrated marketing communications management
Quiz 2
3. With respect to the market coverage alternatives, _____ involves developing separate marketing strategies
for a number of segments.
differentiated marketing
4. _____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or
its individual brands.
Situational analysis
5. A(n) _____ is an outside firm that specializes in the creation, production and/or placement of the
communications message and that may provide other marketing and promotions related services.
advertising agency
Quiz 3
1. ____ can be defined as the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
Consumer behaviour
2. Which of the following is the most relevant internal psychological process associated with the problem
recognition stage of the consumer decision-making process?
Motivation
3. Which of the following is the most relevant internal psychological process associated with the alternative
evaluation stage of the consumer decision-making process?
Attitude formation
4. Which of the following is the most relevant internal psychological process associated with the information
search stage of the consumer decision-making process?
Perception
5. Which of the following is the most relevant internal psychological process associated with the post purchase
evaluation stage of the consumer decision-making process?
Learning
Quiz 4
1.Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal
information in order to:
gain the attention of consumers.
2. _____ is defined as the passing of information, the exchange of ideas, or process of establishing a
commonness of thought between a sender and a receiver.
Communication
4. The process of putting thoughts, ideas, or information together in symbolic form is called:
Encoding
5. The _____ model is a response model that was developed as a paradigm for setting and measuring
advertising objectives.
hierarchy of effects
Quiz 5
2. Managers who use the communications effects pyramid to set objectives believe that:
the foundation of the communications program is set by accomplishing lower-level objectives such as
awareness, knowledge, and comprehension.
3. The _____ method of budgeting is being employed when expenditures are allocated by assigning a fixed
amount of the unit product cost to promotion and multiplying this amount by the number of units sold
percentage of sales
4. According to the factors influencing advertising budgets, which of the following stages of a product lifecycle
leads to a positive effect of advertising on sales?
Introduction
5. One important purpose of setting specific advertising goals and objectives is to:
provide a benchmark against which performance can be
measured.
Quiz 6
1. _____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to
communication problems.
Advertising creativity
2. A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to
influence the feelings of consumers toward a product, service, or cause.
Advertising appeal
3. A(n) _____ refers to the manner in which an advertising idea is turned into a message and presented to
consumers.
Creative execution style
4. With respect to advertising messages, which of the following best defines creative strategy?
It involves determining what the advertising message will say or communicate.
Quiz 7
1. A _____ is the general category of available delivery systems, which includes broadcast media, print media,
direct marketing, outdoor advertising, and other support media.
Medium
3. _____ is the number of times a receiver is exposed to a media vehicle in a given time period.
Frequency
4. _____ is a measure of the number of different audience members exposed at least once to a media vehicle
in a given period of time.
Reach
5. The primary objective of _____ is to develop a framework that will deliver a message to the target audience
in the most efficient, cost-effective manner possible.
Media planning
Quiz 8
2. Media used to reinforce communications messages that may have been received from other forms of
advertising are called:
Support media
3. The relatively low cost of radio advertising time makes it an effective medium through which advertisers can
build more _____ into their media schedules.
reach and frequency
4. Although not a category of newspapers per se, _____ are valuable to advertisers that want to use a
newspaper yet get four-color reproduction quality in their ads.
Magazine supplements
5. Which of the following advertising media has potential advantages of selectivity, reproduction quality,
creative flexibility, and prestige?
Magazines
Quiz 9
3. Which of the following has been cited as a disadvantage of using the Internet?
Potential for deception
4. Which of the following elements of the integrated marketing communications program is designed to
provide an extra incentive to consumers to purchase a brand?
Sales promotion
Quiz 10
1. _____ include employees, stockholders, and investors of a firm as well as members of the local community,
suppliers, and current customers.
Internal audiences
4. _____ is the management function that evaluates public attitudes, identifies the policies and procedures of
an organization with the public interest, and executes a program of action to earn public understanding and
acceptance.
Public relations
5. The press, educators, civic and business groups, governments, and financial communities are all:
external audiences.
Quiz 11
1. When advertisers make false or misleading claims or fail to award prizes promoted in a contest or
sweepstakes, their ads are likely to be labeled as _____.
Deceptive
3. ____ are moral principles and values that govern the actions and decisions of an individual or group.
Ethics
4. The _____ tests are used in order to determine whether an ad or commercial conveys the meaning
intended.
a succession of drawings.