Integrated Marketing Communications

1.According to the American Marketing Association’s definition of marketing, which of the following statements is true?

A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production- driven companies is on developing and sustaining relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers is extremely important.
D) Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them.
E) By definition, a marketing transaction has to involve the exchange of money.

Ans – C) Successful companies recognize that creating and delivering value to their customers is extremely important

2. The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as

A) Media fragmentation.
B) Micromarketing.
C) Integrated Marketing Communications.
D) Social Media
 E) Digital Advertising

Ans – C) Integrated Marketing Communications

3. The primary goal of an integrated marketing communications program is to

A.) Have a company’s entire marketing and promotional activities project a consistent, unified image to its customers.
B.) Control all facets of a product’s distribution.
 C.) Communicate with customers primarily through mass-media advertising.
D.) Have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers.
E.) Create a strong distribution network, via marketing, that is capable of destabilizing any competition.

Ans – A.) Have a company’s entire marketing and promotional activities project a consistent, unified image to its customers

4..The best-known and most widely discussed form of promotion is
A.) Personal Selling.
B.) Sales Promotion.
C.) Direct Marketing.
D.) Advertising.
E.) Publicity/Public Relation.

Ans – D.) Advertising

5.____________is a tool of direct marketing that is used to call customers directly and attempts to sell them products and services or qualify them as sales leads.
A.) Bait advertising
B.) Buzz marketing 17
C.) Telemarketing
D.) Switch marketing
E.) B2B marketing

Ans – C.) Telemarketing

6.___________ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
A.) Direct Marketing
 B.) Advertising
C.) Public Relations
D.) Sales Promotion
E.) Publicity

Ans – D.) Sales Promotion

6.Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes, are part of ________________.
 A.) Consumer-oriented Sales Promotion.
B.) Trade-oriented Sales Promotion.
C.) Buzz Promotion.
D.) Bait-and-Switch Sales Promotion.
E.) Channel-initiated Sales Promotion.

Ans – A.) Consumer-oriented Sales Promotion

7._________refers to non-personal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
 A.) Advertising
B.) Sales Promotion
C.) Publicity
D.) Public Relations
E.) Telemarketing

Ans – C.) Publicity

8.When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as
 A.) Buzz Marketing.
B.) Reactive disinformation.
C.) Bait-and-switch Marketing.
D.) Public Relations.
 E.) Sales Promotion.

Ans – D.) Public Relations