Chapter 01 – An Introduction to Integrated Marketing Communications
1. (p. 07) Which of the following is an example of a marketing exchange?
Chapter 01 – An Introduction to Integrated Marketing Communications
2. (p. 07) Which of the following statements is true about marketing?
Chapter 01 – An Introduction to Integrated Marketing Communications
3. (p. 07) _____ is the customer’s perception of all the benefits of a product or service weighed
against all the costs of acquiring and consuming it.
4. (p. 08) Product, price, promotion, and _____ are the 4Ps of the marketing mix.
5. (p. 8) Price, product, place and promotion together form the:
6. (p. 08) Prior to the development of integrated marketing communications, the promotional
function in most companies was dominated by:
Chapter 01 – An Introduction to Integrated Marketing Communications
7. (p. 08) _____ involves coordinating the various promotional elements and other marketing
activities that communicate with a firm’s customers.
8. (p. 08; 09) British Airways employed _____ when it used product placement to make sure that
viewers of the movie Die Another Day knew that James Bond flies first class on British
Airways. The airline ran advertising campaign based around the slogan, “Save your Pennys,
fly like Bond,” referring to the secretary that Bond flirts with in each film. British Airways
also paid for the rights to screen the film on its flights before the movie was available at video
stores.
Chapter 01 – An Introduction to Integrated Marketing Communications
9. (p. 08; 09) Arm & Hammer UltraMax deodorant contains time-released baking soda and
provides “extra muscle for the game of life.” Ads for the product featured a baseball star
saying “When your day goes into extra innings, you need a deodorant with extra muscle,”
appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in
which people could enter to win a chance to meet the baseball star plus other great prizes. To
enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website
ahultramax.com. Which marketing strategy was Arm & Hammer implementing?
10. (p. 09) “The 4As” stands for:
Chapter 01 – An Introduction to Integrated Marketing Communications
11. (p. 09) The central theme of the concept of _____ is that all of an organization’s marketing
and promotional elements and activities communicate consistently and in a unified manner
with its customers.
12. (p. 09) Integrated marketing communications requires a “big picture” approach to planning
marketing and promotion programs, requiring advertising agencies to develop a(n):
Chapter 01 – An Introduction to Integrated Marketing Communications
13. (p. 09) _____ is a concept of marketing communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic role of a variety of communication
disciplines and combines them to provide clarity, consistency, and maximum impact.
14. (p. 09) Terms such as new advertising, orchestration, and seamless communication have
been used to describe:
Chapter 01 – An Introduction to Integrated Marketing Communications
15. (p. 09) Advocates of integrated marketing communications argue that:
16. (p. 09) The goal of an integrated marketing communications program is to:
Chapter 01 – An Introduction to Integrated Marketing Communications
17. (p. 10) Which of the following is true about integrated marketing communication (IMC)?
18. (p. 10) _____ has been described as one of the “new-generation” marketing approaches
being used by companies to better focus their efforts in acquiring, retaining, and developing
relationships with customers and other stakeholders.
Chapter 01 – An Introduction to Integrated Marketing Communications
19. (p. 11) To respond to media fragmentation, marketers are moving away from mass
marketing and engaging in:
Chapter 01 – An Introduction to Integrated Marketing Communications
20. (p. 15) Arm & Hammer UltraMax deodorant contains time-released baking soda and
provides “extra muscle for the game of life.” Ads for the product featured a baseball star
saying “When your day goes into extra innings, you need a deodorant with extra muscle,”
appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in
which people could enter to win a chance to meet the baseball star plus other great prizes. To
enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website
ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its
new product.
21. (p. 15) _____ is the sum of all points of encounter or contact that consumers have with the
brand, and it extends beyond the experience or outcome of using it.
Chapter 01 – An Introduction to Integrated Marketing Communications
22. (p. 16) Traditionally, _____ has been the cornerstone of brand-building efforts.
23. (p. 17) ______ is the coordination of all seller-initiated efforts to set up channels of
information and persuasion to sell goods and services.
Chapter 01 – An Introduction to Integrated Marketing Communications
24. (p. 18) Which of the following is NOT an element of the traditional promotional mix?
25. (p. 17) The basic elements that are used to accomplish an organization’s marketing
communication objectives are referred to as:
Chapter 01 – An Introduction to Integrated Marketing Communications
26. (p. 18) _____ is defined as any paid form of nonpersonal presentation of ideas, goods, or
services by an identified sponsor using predominantly mass media communication.
27. (p. 18) Advertising is defined as any:
Chapter 01 – An Introduction to Integrated Marketing Communications
28. (p. 18) Which of the following is a characteristic of advertising as a form of promotion?
29. (p. 18) Clave, a large soap manufacturing firm, has come up with a new soap known as
‘Honeydew’ for the masses across various countries. It wants to promote the soap to mass
audiences across various countries in a persuasive and cost effective manner and at the same
time enhance the overall company image. It has a promotional budget of about $1,000,000.
Which of the following forms of promotion should Clave make use of for promotion of
‘Honeydew’?
Chapter 01 – An Introduction to Integrated Marketing Communications
30. (p. 18) The best-known and most widely discussed form of promotion is:
31. (p. 18) Which the following is NOT possible through the use of advertising?
Chapter 01 – An Introduction to Integrated Marketing Communications
32. (p. 19) Which promotional mix would a firm use if it wanted to reach a large consumer
audience while keeping cost per contact low and create a symbolic image or appeal for a new
brand?
33. (p. 19) Which of the following is true about advertising?
Chapter 01 – An Introduction to Integrated Marketing Communications
34. (p. 19) _____ is a system of marketing by which organizations communicate directly with
target customers to generate a response and/or a transaction.
35. (p. 20) Advertising done by manufacturers of well-known brands on a nationwide basis or in
most regions of the country is known as _____ advertising.
Chapter 01 – An Introduction to Integrated Marketing Communications
36. (p. 20) Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order
to advertise and remind its customers in the United States about its company, brand, its
features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its
products. Which type of advertising is it making use of?
37. (p. 20) _____ advertising is done by local merchants to encourage consumers to shop at a
specific store, use a local service, or patronize a particular establishment.