Question 1

Advertising done by Wal-Mart,The Bay,and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.

Accepted Answer

A)   trade
B)   retail
C)   cooperative
D)   in-storeE) All of the above
F) A) and C)

Question 2

Which of the following best describes a criticism of IMC?

Accepted Answer

A)   Differentiates communication to multiple customer groups
B)   Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike
C)   Unifies communication for consistent message and image
D)   Uses database-centred communication for tangible resultsE) B) and C)
F) None of the above

Question 3

Rolex's use of high quality product photography and celebrities wearing their watches is a form of:

Accepted Answer

A)   primary demand
B)   combined demand for the celebrities
C)   product symbolism
D)   national appealE) C) and D)
F) B) and D)

Question 4

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,it is an example of:

Accepted Answer

A)   advertising
B)   publicity
C)   personal selling
D)   direct marketingE) All of the above
F) B) and D)

Question 5

Kim Rossister,brand manager at GM,plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner.Kim believes this approach can help develop an efficient and effective communication campaign.This approach is best described as:

Accepted Answer

A)   database-centred perspective
B)   relationship marketing perspective
C)   audience contact perspective
D)   persuasive communication perspectiveE) None of the above
F) All of the above

Question 6

_____ includes those marketing activities that provide extra value or incentives to the sales force,distributors,or the ultimate consumer.

Accepted Answer

A)   Direct marketing
B)   Public relations
C)   Sales promotion
D)   Brand equityE) C) and D)
F) A) and B)

Question 7

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Accepted Answer

A)   direct-response
B)   primary-demand
C)   business-to-business
D)   selective demandE) A) and D)
F) None of the above

Question 8

Primary demand advertising is designed to:

Accepted Answer

A)   draw particular attention to a particular branded item
B)   stimulate demand for a general product class or industry
C)   help launch a specific line extension
D)   create a market share gain for the industry leaderE) B) and C)
F) None of the above

Question 9

McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this promotion:

Accepted Answer

A)   the launch of their new fruit smoothies
B)   the launch of their McCafé brand of coffee and espresso-based beverages
C)   their "Our Food. Your Questions" digital marketing communications program
D)   their "I'm Lovin' It" campaignE) All of the above
F) A) and D)

Question 10

Which of the following statements about direct marketing is true?

Accepted Answer

A)   Direct marketing and direct mail are synonymous.
B)   Direct marketing includes a variety of techniques and activities such as direct mail, telemarketing, and direct response advertising.
C)   Direct marketing has lost popularity over the past two decades, owing primarily to changing lifestyles and technologies.
D)   Business-to-business marketers criticize direct marketing as an ineffective way to identify potential sales leads, communicate with customers, and provide them with information about their products or services.E) A) and B)
F) B) and D)

Question 11

Which of the following statements about direct marketing is true?

Accepted Answer

A)   Direct marketing has not traditionally been considered an element of the promotional mix, since it had distinct objectives, strategies and tactics.
B)   One of the major tools of direct marketing is indirect-response advertising.
C)   Direct marketing is seldom, if ever, used by companies that have a sales force.
D)   Direct marketing does not exist beyond direct mail and mail-order catalogues.E) A) and B)
F) None of the above

Question 12

McDonald's Canada answered consumer questions about its food and how it's prepared by:

Accepted Answer

A)   answering mailed-in questions by return mail.
B)   answering mailed-in questions via newspaper ads in major cities.
C)   providing tear-off sheets in store with FAQ answers.
D)   addressing the questions with YouTube videos, TV commercials and wild postings.E) All of the above
F) A) and B)

Question 13

Product,price,place and promotion are also known as ________

Accepted Answer

A)   the marketing mix.
B)   marketing communications tools.
C)   methods of selling goods and services.
D)   marketing jargon.E) A) and B)
F) B) and D)

Question 14

When an organization systematically plans and distributes information in an attempt to control its image,it is engaging in a function known as:

Accepted Answer

A)   image management
B)   advertising
C)   integrated marketing
D)   public relationsE) None of the above
F) All of the above

Question 15

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

Accepted Answer

A)   Publicity
B)   Corporate affairs
C)   Public relations
D)   Sales promotionE) A) and B)
F) A) and C)

Question 16

A firm can have an excellent product at a great price,but it will be of little value unless it's available where the consumer wants it and when the consumer wants it.The statement above refers to:

Accepted Answer

A)   product decisions.
B)   price decisions.
C)   distribution decisions.
D)   positioning decisions.E) All of the above
F) C) and D)

Question 17

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization,product line,or brand.

Accepted Answer

A)   promotional plan
B)   marketing plan
C)   communications plan
D)   situation analysisE) All of the above
F) A) and B)

Question 18

Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

Accepted Answer

A)   McDonald's Canada
B)   Tim Hortons
C)   Starbucks
D)   Thai ExpressE) B) and C)
F) A) and D)

Question 19

A marketing plan usually includes:

Accepted Answer

A)   a corporate mission statement
B)   a media schedule
C)   a detailed situation analysis
D)   sales and market forecastsE) A) and B)
F) C) and D)

Question 20

McDonald's restaurants use a Monopoly game to allow customers to win various prizes.Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board.Prizes can also be won if you own all the pieces of the railroads or all of one colour of property.This is an example of a:

Accepted Answer

A)   consumer sales promotion
B)   direct-response advertising campaign
C)   primary demand advertising campaign
D)   service-oriented sales promotionE) A) and D)
F) B) and D)

Exam 1: Integrated Marketing Communications

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,it is an example of:

Correct Answer
verified

Advertising done by Wal-Mart,The Bay,and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.

Correct Answer
verified

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

Correct Answer
verified

Correct Answer
verified

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Correct Answer
verified

Which of the following statements about direct marketing is true?

Correct Answer
verified

Which of the following best describes a criticism of IMC?

Correct Answer
verified

_____ includes those marketing activities that provide extra value or incentives to the sales force,distributors,or the ultimate consumer.

Correct Answer
verified

McDonald's Canada answered consumer questions about its food and how it's prepared by:

Correct Answer
verified

A marketing plan usually includes:

Correct Answer
verified

A firm can have an excellent product at a great price,but it will be of little value unless it's available where the consumer wants it and when the consumer wants it.The statement above refers to:

Correct Answer
verified

When an organization systematically plans and distributes information in an attempt to control its image,it is engaging in a function known as:

Correct Answer
verified

Product,price,place and promotion are also known as ________

Correct Answer
verified

Primary demand advertising is designed to:

Correct Answer
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Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

Correct Answer
verified

McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this promotion:

Correct Answer
verified

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization,product line,or brand.

Correct Answer
verified

Which of the following statements about direct marketing is true?

Correct Answer
verified

Correct Answer
verified

Rolex's use of high quality product photography and celebrities wearing their watches is a form of:

Correct Answer
verified

Exam 1: Integrated Marketing Communications

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,it is an example of:

Correct AnswerverifiedShow Answer

Advertising done by Wal-Mart,The Bay,and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.

Correct AnswerverifiedShow Answer

_____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Correct AnswerverifiedShow Answer

Which of the following statements about direct marketing is true?

Correct AnswerverifiedShow Answer

Which of the following best describes a criticism of IMC?

Correct AnswerverifiedShow Answer

_____ includes those marketing activities that provide extra value or incentives to the sales force,distributors,or the ultimate consumer.

Correct AnswerverifiedShow Answer

McDonald's Canada answered consumer questions about its food and how it's prepared by:

Correct AnswerverifiedShow Answer

A marketing plan usually includes:

Correct AnswerverifiedShow Answer

A firm can have an excellent product at a great price,but it will be of little value unless it's available where the consumer wants it and when the consumer wants it.The statement above refers to:

Correct AnswerverifiedShow Answer

When an organization systematically plans and distributes information in an attempt to control its image,it is engaging in a function known as:

Correct AnswerverifiedShow Answer

Product,price,place and promotion are also known as ________

Correct AnswerverifiedShow Answer

Primary demand advertising is designed to:

Correct AnswerverifiedShow Answer

Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

Correct AnswerverifiedShow Answer

McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this promotion:

Correct AnswerverifiedShow Answer

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization,product line,or brand.

Correct AnswerverifiedShow Answer

Which of the following statements about direct marketing is true?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Rolex's use of high quality product photography and celebrities wearing their watches is a form of:

Correct AnswerverifiedShow Answer

Correct Answer
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