IMC 104 Final Exam Questions and Answers
Question 1
What is brand positioning?
Correct Answer
the image the brand has in the consumers minds
Question 2
what are the 5 steps going on in retail?
Correct Answer
1. Amazon
2. Online/mobile shopping
3. too many shopping malls
4. rising minimum wages
5. social trend- shift away from material to experiences
Question 3
what is generational marketing?
Correct Answer
understanding generational attributes can help you known more about a market
Page 1 of 91
,Question 1
what are the two most basic types of radio formatting?
Correct Answer
talk and music
Question 2
what is the commercial execution technique best suited for creating a satisfied
customer?
Correct Answer
testimonial
Question 3
coupons account for what percent of all consumer sales promotions?
Correct Answer
70%
Question 4
what type of marketing/advertising is as consumer focused as marketing gets
without resorting to personal selling?
Correct Answer
internet marketing
Question 5
true or false - Products in highly competitive categories do not benefit from the
use of sales promotions.
Correct Answer
false
Page 2 of 91
,Question 6
how do companies benefit from sales promotion?
Correct Answer
helps attract first time buyers and and steal competitor's business
Page 3 of 91
, Question 7
how can a business combine direct mail and mobile marketing?
Correct Answer
a QR code
Question 1
A media planner wants to determine the percentage of the total sales of
peanuts in the South Atlantic region relative to the total population in the
market in order to determine the market potential for peanuts. Which of
the following indices can best serve the media planner's purpose?
Correct Answer
the category development index
Question 2
Which of the following is an advantage associated with digital/interactive
advertising?
- direct selling potential
- numerous valid measurement techniques
- clutter
- privacy concerns
Correct Answer
direct selling potential
Question 3
Which of the following is a disadvantage associated with using newspapers
as an advertising medium?
poor reproduction quality
long lead time for placing ads
high cost
low coverage
inability of readers to control exposure
Correct Answer
poor reproduction quality
Page 4 of 91
Question 1
What is brand positioning?
Correct Answer
the image the brand has in the consumers minds
Question 2
what are the 5 steps going on in retail?
Correct Answer
1. Amazon
2. Online/mobile shopping
3. too many shopping malls
4. rising minimum wages
5. social trend- shift away from material to experiences
Question 3
what is generational marketing?
Correct Answer
understanding generational attributes can help you known more about a market
Page 1 of 91
,Question 1
what are the two most basic types of radio formatting?
Correct Answer
talk and music
Question 2
what is the commercial execution technique best suited for creating a satisfied
customer?
Correct Answer
testimonial
Question 3
coupons account for what percent of all consumer sales promotions?
Correct Answer
70%
Question 4
what type of marketing/advertising is as consumer focused as marketing gets
without resorting to personal selling?
Correct Answer
internet marketing
Question 5
true or false - Products in highly competitive categories do not benefit from the
use of sales promotions.
Correct Answer
false
Page 2 of 91
,Question 6
how do companies benefit from sales promotion?
Correct Answer
helps attract first time buyers and and steal competitor's business
Page 3 of 91
, Question 7
how can a business combine direct mail and mobile marketing?
Correct Answer
a QR code
Question 1
A media planner wants to determine the percentage of the total sales of
peanuts in the South Atlantic region relative to the total population in the
market in order to determine the market potential for peanuts. Which of
the following indices can best serve the media planner's purpose?
Correct Answer
the category development index
Question 2
Which of the following is an advantage associated with digital/interactive
advertising?
- direct selling potential
- numerous valid measurement techniques
- clutter
- privacy concerns
Correct Answer
direct selling potential
Question 3
Which of the following is a disadvantage associated with using newspapers
as an advertising medium?
poor reproduction quality
long lead time for placing ads
high cost
low coverage
inability of readers to control exposure
Correct Answer
poor reproduction quality
Page 4 of 91
