Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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The ultimate goal of integrated marketing communications is to ____.
a. | increase brand awareness | b. | affect the behavior of the targeted
audience | c. | learn how to outsell the competition | d. | lower production costs | e. | All of these are
correct. |
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2.
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A key feature of IMC is that the process should ____.
a. | use an “inside-out” approach | b. | be restricted to
only one or a select number of communication media | c. | use the same media to reach all target
audiences to improve efficiency | d. | start with the customer or prospect and then
work back to the brand communicator in determining the most appropriate messages and
media | e. | utilise the same communication media over time |
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3.
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Which of the following is not one of the conceptualisations against which Novak
and Phelps suggest that IMC is based upon?
a. | Integrated communication | b. | Co-ordinated marketing
communications | c. | One-voice marketing communications | d. | Holistic marketing
communications | e. | All the above are correct |
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4.
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Many advertising analysts argue that ____ objectives are the only legitimate
objectives for advertising.
a. | sales | b. | market share | c. | profit | d. | communications | e. | value
added |
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5.
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Which one of the following should a client assume primary responsibility for
during the advertising-planning process?
a. | the advertising objective | b. | a statement of the brand's value
proposition | c. | the finished advertisements | d. | the budget
recommendation |
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6.
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Stories supplied by the advertiser about their brands to media outlets as part
of their overall integrated brand promotion effort are called:
a. | cinescope | b. | brand recall | c. | push
stories | d. | inter-intelligence | e. | pull stories |
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7.
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According to Eagle and Kitchen, by the turn of the century ____.
a. | most practitioners saw IMC as an emerging discipline | b. | most practitioners
saw IMC as a fully formed concept | c. | IMC had become the norm | d. | IMC was not even
acknowledged as an option |
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8.
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‘One-voice marketing communications’ is concerned with: ____.
a. | integration which creates a clear, consistent image, position, message and theme
across all marcoms disciplines | b. | the creation of both brand image and a
behavioural response from marcoms materials | c. | the association of integration with the
concepts of co-ordination to produce an holistic campaign | d. | grounding
communications activities within a single, clearly defined objective
position |
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9.
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Total IMC is only achievable when ____.
a. | Marketing departments are placed under the dominant control of a singe
individual | b. | supply agencies become reactive to the needs of the organisation and accept direction
without question | c. | all external agencies, outsourcing providers and partners work together with the
organisation | d. | all of the above are in place |
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10.
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Irritation with repeated messages can lead to ____.
a. | resistance | b. | wearout | c. | negative
responses | d. | disloyalty | e. | exhaustion |
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