IMC Test 1 (Chapters 1 - 6) questions n
answers rated A+ 2025/2026
How does IMC differ from traditional marketing? - correct answer ✔✔IMC recognizes that
marketers must be able to use
a wide range of marketing and promotional tools to
communicate effectively and present a consistent message to target audiences
Marketing - correct answer ✔✔activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for: customers, clients,
partners, and society at large
Exchange - correct answer ✔✔(Role of Marketing)
Involves parties with: something of value to one another, desire and ability to give up something
to the other party, way to communicate with each other
* marketing is more than a one time exchange - want to develop relationships
Value - correct answer ✔✔(Role of Marketing)
Customer's perceptions of benefits of a product or service against the costs of acquiring and
consuming it
- benefits are functional, experiential, and/or psychological
Costs (to buyer) - correct answer ✔✔money paid for: acquiring a product or service or
information about it, making the purchase and learning to use, and maintaining and disposing
the product
,What is the primary goal of an integrated marketing communications program? - correct answer
✔✔to have a company's entire marketing and promotional activities project a consistent and
unified image to its customers
What are reasons for growing importance of IMC? - correct answer ✔✔- strategically integrates
various communication functions
- develops more efficient and effective marketing communications programs
- avoids duplication and takes advantage of synergy among promo tools
- changing environment
- promotional mix
How is the Environment changing in relation to IMC? (trends) - correct answer ✔✔- evolution to
micro marketing
- consumer's unresponsiveness to traditional advertising
- changing rules of marketing
Promotional Mix - correct answer ✔✔Tools that accomplish an organization's communication
objectives
Elements of the Promotional Mix - correct answer ✔✔- Advertising
- Direct Marketing
- Digital/ Internet Marketing
- Sales Promotion
- Publicity/Public Image
- Personal Selling
Advertising - correct answer ✔✔(Element of Promo Mix)
,= any *paid* form of non personal communication about an organization, product, or service,
with an idea from an identified sponsor
What is the non personal component of advertising? - correct answer ✔✔- it involves *mass
media* (the message is transmitted to large groups of individuals, often at the same time)
- there is no opportunity for immediate feedback from recipients
Benefits of Advertising - correct answer ✔✔Most cost effective way to reach large numbers or
consumers; builds brand equity by influencing consumers' perceptions
Direct Marketing - correct answer ✔✔(Element of Promo Mix)
= Communicating directly with target customers to generate a response and/or a transaction
ex: Direct mail/mail order catalogs, database management, Direct Selling, Telemarketing, Direct
Response advertising
Direct Response advertising - correct answer ✔✔= an example of Direct marketing which
encourages the consumer to purchase directly from the manufacturer
Digital/Internet Marketing - correct answer ✔✔(Element of Promo Mix)
- Interactive Media
- Social Media
- Mobile Marketing
Interactive Media - correct answer ✔✔(type of digital marketing)
= allows users to participate in and modify the form and content of the information they receive
in real time
Social Media - correct answer ✔✔(type of digital marketing)
, = online means of communication and interactions used to create, share, and exchange content
Mobile Marketing - correct answer ✔✔(type of digital marketing)
= messages delivered are specific to a consumer's location or consumption situation
Advantages of Digital/Internet Marketing - correct answer ✔✔- Interactive nature
- Capability to precisely measure the effects of advertising and other forms of promotion
Sales Promotion - correct answer ✔✔(Element of Promo Mix)
= Marketing activities that provide extra value or incentive to the: sales force, distributors, or
ultimate consumer
- aids in stimulating immediate sales
- Categories: Consumer-oriented, Trade-oriented
Reasons for increased emphasis of Sales Promotion - correct answer ✔✔- declining brand
loyalty
- increased consumer sensitivity to promotional deals
- retailers' demand for more trade promotion support from companies
Publicity - correct answer ✔✔(Element of Promo Mix)
= Non personal communications regarding an organization, product, service, or idea not directly
paid for or run under identified sponsor
Advantages/Disadvantages of Publicity - correct answer ✔✔A: high credibility; low cost
D: not always under the control of the org; negative stories are highly damaging
Public Relations - correct answer ✔✔(Element of Promo Mix)
answers rated A+ 2025/2026
How does IMC differ from traditional marketing? - correct answer ✔✔IMC recognizes that
marketers must be able to use
a wide range of marketing and promotional tools to
communicate effectively and present a consistent message to target audiences
Marketing - correct answer ✔✔activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for: customers, clients,
partners, and society at large
Exchange - correct answer ✔✔(Role of Marketing)
Involves parties with: something of value to one another, desire and ability to give up something
to the other party, way to communicate with each other
* marketing is more than a one time exchange - want to develop relationships
Value - correct answer ✔✔(Role of Marketing)
Customer's perceptions of benefits of a product or service against the costs of acquiring and
consuming it
- benefits are functional, experiential, and/or psychological
Costs (to buyer) - correct answer ✔✔money paid for: acquiring a product or service or
information about it, making the purchase and learning to use, and maintaining and disposing
the product
,What is the primary goal of an integrated marketing communications program? - correct answer
✔✔to have a company's entire marketing and promotional activities project a consistent and
unified image to its customers
What are reasons for growing importance of IMC? - correct answer ✔✔- strategically integrates
various communication functions
- develops more efficient and effective marketing communications programs
- avoids duplication and takes advantage of synergy among promo tools
- changing environment
- promotional mix
How is the Environment changing in relation to IMC? (trends) - correct answer ✔✔- evolution to
micro marketing
- consumer's unresponsiveness to traditional advertising
- changing rules of marketing
Promotional Mix - correct answer ✔✔Tools that accomplish an organization's communication
objectives
Elements of the Promotional Mix - correct answer ✔✔- Advertising
- Direct Marketing
- Digital/ Internet Marketing
- Sales Promotion
- Publicity/Public Image
- Personal Selling
Advertising - correct answer ✔✔(Element of Promo Mix)
,= any *paid* form of non personal communication about an organization, product, or service,
with an idea from an identified sponsor
What is the non personal component of advertising? - correct answer ✔✔- it involves *mass
media* (the message is transmitted to large groups of individuals, often at the same time)
- there is no opportunity for immediate feedback from recipients
Benefits of Advertising - correct answer ✔✔Most cost effective way to reach large numbers or
consumers; builds brand equity by influencing consumers' perceptions
Direct Marketing - correct answer ✔✔(Element of Promo Mix)
= Communicating directly with target customers to generate a response and/or a transaction
ex: Direct mail/mail order catalogs, database management, Direct Selling, Telemarketing, Direct
Response advertising
Direct Response advertising - correct answer ✔✔= an example of Direct marketing which
encourages the consumer to purchase directly from the manufacturer
Digital/Internet Marketing - correct answer ✔✔(Element of Promo Mix)
- Interactive Media
- Social Media
- Mobile Marketing
Interactive Media - correct answer ✔✔(type of digital marketing)
= allows users to participate in and modify the form and content of the information they receive
in real time
Social Media - correct answer ✔✔(type of digital marketing)
, = online means of communication and interactions used to create, share, and exchange content
Mobile Marketing - correct answer ✔✔(type of digital marketing)
= messages delivered are specific to a consumer's location or consumption situation
Advantages of Digital/Internet Marketing - correct answer ✔✔- Interactive nature
- Capability to precisely measure the effects of advertising and other forms of promotion
Sales Promotion - correct answer ✔✔(Element of Promo Mix)
= Marketing activities that provide extra value or incentive to the: sales force, distributors, or
ultimate consumer
- aids in stimulating immediate sales
- Categories: Consumer-oriented, Trade-oriented
Reasons for increased emphasis of Sales Promotion - correct answer ✔✔- declining brand
loyalty
- increased consumer sensitivity to promotional deals
- retailers' demand for more trade promotion support from companies
Publicity - correct answer ✔✔(Element of Promo Mix)
= Non personal communications regarding an organization, product, service, or idea not directly
paid for or run under identified sponsor
Advantages/Disadvantages of Publicity - correct answer ✔✔A: high credibility; low cost
D: not always under the control of the org; negative stories are highly damaging
Public Relations - correct answer ✔✔(Element of Promo Mix)
