1|Page
, Chapter 01: An Introduction to Integrated Marketing Communications
sd sd sd sd sd sd sd
1) A consumer products company has been reviewing its advertising spending on traditional media such
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
as television, radio, and print. The company noticed that its competitors across the country are spending
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
less on traditional advertising and more on
sd sd sd sd sd sd
, which includes online search, display and video ads, and advertising on social media.
sd sd sd sd sd sd sd sd sd sd sd sd sd
A) online advertising sd
B) one-stop advertising sd
C) digital advertising sd
D) social media advertising sd sd
E) video advertising sd
2) Prior to the development of integrated marketing communications, which promotional function
sd sd sd sd sd sd sd sd sd sd sd
dominated in most companies? sd sd sd
A) mass-media advertising sd
B) sales promotion sd
C) public relations sd
D) publicity
E) direct marketing sd
3) According to the American Marketing Association, the organization that represents marketing prof
sd sd sd sd sd sd sd sd sd sd sd
essionals in the United States and Canada, marketing is the process of planning and executing the conc
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
eption, pricing, promotion, and distribution of ideas, goods, and services to create
sd sd sd sd sd sd sd sd sd sd sd
that satisfy individual and organizational objectives.
sd sd sd sd sd
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|Page
,4) Ashton industries is learning more about its customers’ perception of value. An independent survey
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiring
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
and consuming it. Benefits are categorized as functional, , and/or psychological.
sd sd sd sd sd sd sd sd sd sd
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
sd sd sd sd sd sd
A) The waitress gave Emilio a menu and he placed his food order.
sd sd sd sd sd sd sd sd sd sd sd
B) Ryan helped Joslynn replace the air filter in her furnace.
sd sd sd sd sd sd sd sd sd
C) Nash and Janelle gave their son a skateboard for his birthday.
sd sd sd sd sd sd sd sd sd sd
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
sd sd sd sd sd sd sd sd sd sd sd sd sd
6) According to the American Marketing Association’s definition of marketing, which statement is true?
sd sd sd sd sd sd sd sd sd sd sd sd
A) Most marketers are seeking a one-time exchange or transaction with their customers.
sd sd sd sd sd sd sd sd sd sd sd
B) The focus of production- sd sd sd
driven companies is on developing and sustaining relationships with their customers.
sd sd sd sd sd sd sd sd sd sd
C) Successful companies recognize that creating and delivering value to their customers is extremely i
sd sd sd sd sd sd sd sd sd sd sd sd sd
mportant.
D) Though marketing plays an important role in developing relationships with customers, it does not
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
help in maintaining them.
sd sd sd
E) By definition, a marketing transaction must involve the exchange of money.
sd sd sd sd sd sd sd sd sd sd
7) Value can best be defined assd sd sd sd sd
A) the coordination of all seller- sd sd sd sd
initiated efforts to set up channels of information and persuasion in order to sell goods and services or pr
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
omote an idea. sd sd
3|Page
, B) the combination of factors like name, logo, design, and packaging that comes to mind when
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
consumers think about a brand. sd sd sd sd
C) the desire and ability of two or more parties to exchange something of importance with one
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
another.
D) the customer’s perception of all of the benefits of a product or service weighed against all the
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
costs of acquiring and consuming it.
sd sd sd sd sd
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
8) The four Ps of the marketing mix are product, price, promotion, and
sd sd sd sd sd sd sd sd sd sd sd
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
sd sd sd sd sd sd sd
A) points-of-parity.
B) promotional mix. sd
C) marketing mix. sd
D) supply chain components. sd sd
E) exchange mix. sd
10) CBX Industries has always worked with On-
sd sd sd sd sd sd
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in other
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
types of promotional specialists and has asked On-
sd sd sd sd sd sd sd
Point to start using a variety of promotional tools rather than relying primarily on media advertising. The
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
new VP is embracing the concept of
sd sd sd sd sd sd
A) international marketing communications. sd sd
B) interdepartmental marketing communications. sd sd
C) informational marketing communications. sd sd
4|Page
, Chapter 01: An Introduction to Integrated Marketing Communications
sd sd sd sd sd sd sd
1) A consumer products company has been reviewing its advertising spending on traditional media such
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
as television, radio, and print. The company noticed that its competitors across the country are spending
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
less on traditional advertising and more on
sd sd sd sd sd sd
, which includes online search, display and video ads, and advertising on social media.
sd sd sd sd sd sd sd sd sd sd sd sd sd
A) online advertising sd
B) one-stop advertising sd
C) digital advertising sd
D) social media advertising sd sd
E) video advertising sd
2) Prior to the development of integrated marketing communications, which promotional function
sd sd sd sd sd sd sd sd sd sd sd
dominated in most companies? sd sd sd
A) mass-media advertising sd
B) sales promotion sd
C) public relations sd
D) publicity
E) direct marketing sd
3) According to the American Marketing Association, the organization that represents marketing prof
sd sd sd sd sd sd sd sd sd sd sd
essionals in the United States and Canada, marketing is the process of planning and executing the conc
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
eption, pricing, promotion, and distribution of ideas, goods, and services to create
sd sd sd sd sd sd sd sd sd sd sd
that satisfy individual and organizational objectives.
sd sd sd sd sd
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|Page
,4) Ashton industries is learning more about its customers’ perception of value. An independent survey
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiring
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
and consuming it. Benefits are categorized as functional, , and/or psychological.
sd sd sd sd sd sd sd sd sd sd
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
sd sd sd sd sd sd
A) The waitress gave Emilio a menu and he placed his food order.
sd sd sd sd sd sd sd sd sd sd sd
B) Ryan helped Joslynn replace the air filter in her furnace.
sd sd sd sd sd sd sd sd sd
C) Nash and Janelle gave their son a skateboard for his birthday.
sd sd sd sd sd sd sd sd sd sd
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
sd sd sd sd sd sd sd sd sd sd sd sd sd
6) According to the American Marketing Association’s definition of marketing, which statement is true?
sd sd sd sd sd sd sd sd sd sd sd sd
A) Most marketers are seeking a one-time exchange or transaction with their customers.
sd sd sd sd sd sd sd sd sd sd sd
B) The focus of production- sd sd sd
driven companies is on developing and sustaining relationships with their customers.
sd sd sd sd sd sd sd sd sd sd
C) Successful companies recognize that creating and delivering value to their customers is extremely i
sd sd sd sd sd sd sd sd sd sd sd sd sd
mportant.
D) Though marketing plays an important role in developing relationships with customers, it does not
sd sd sd sd sd sd sd sd sd sd sd sd sd sd
help in maintaining them.
sd sd sd
E) By definition, a marketing transaction must involve the exchange of money.
sd sd sd sd sd sd sd sd sd sd
7) Value can best be defined assd sd sd sd sd
A) the coordination of all seller- sd sd sd sd
initiated efforts to set up channels of information and persuasion in order to sell goods and services or pr
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
omote an idea. sd sd
3|Page
, B) the combination of factors like name, logo, design, and packaging that comes to mind when
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
consumers think about a brand. sd sd sd sd
C) the desire and ability of two or more parties to exchange something of importance with one
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
another.
D) the customer’s perception of all of the benefits of a product or service weighed against all the
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
costs of acquiring and consuming it.
sd sd sd sd sd
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
8) The four Ps of the marketing mix are product, price, promotion, and
sd sd sd sd sd sd sd sd sd sd sd
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
sd sd sd sd sd sd sd
A) points-of-parity.
B) promotional mix. sd
C) marketing mix. sd
D) supply chain components. sd sd
E) exchange mix. sd
10) CBX Industries has always worked with On-
sd sd sd sd sd sd
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in other
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
types of promotional specialists and has asked On-
sd sd sd sd sd sd sd
Point to start using a variety of promotional tools rather than relying primarily on media advertising. The
sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd sd
new VP is embracing the concept of
sd sd sd sd sd sd
A) international marketing communications. sd sd
B) interdepartmental marketing communications. sd sd
C) informational marketing communications. sd sd
4|Page
