IMC 104 Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
Which ethnic group is most effectively reached by radio ads? hispanics
Sandra hired experts in American Sign Language for a campaign. In addition she planned to use
brochures, newsletters and graphics-heavy web pages. Which audience is the target of her
campaign. the disability community
Kiera works as a product promotion manager. To promote a product she decided to distribute
free samples to a group with an intention to gauge their opinions. Her idea was that word-of-
mouth influence of these people would motivate others to buy the product. Which group was
she targeting? supermoms
What is one of the characteristics of "supermoms?" Participation in online discussions
___________________ have strong opinions about preserving traditional family values and
voting for political conservatives Christian evangelicals
_________________ respond to traditional marketing tactics. GI Generation
Which of the following is the most important part of an ad, a direct mail letter, or a news
release? headlline
When people read your copy they are usually alone. Pretending to write each of them a letter
on behalf of your client will allow you to be more personal in your copy. true
What two questions allow you to clearly define your product, service, or brand's position?
what does the product do?
who's it for?
, Creativity is naturally born in a person; it cannot be learned. False
David Ogilvy is considered the father of modern advertising. True
Translated, "Think of the consumer as a woman," instructs us to treat with audience with
respect. True
The percentage of people who only read the headline of an ad stands at 80. True
In order to master writing a good headline, the IMC professional needs to know everything
possible about the product or service. True
You'll never be able to write effective copy if you ignore: (multiple answers) who you're
writing for
what the person needs or wants
how the person thinks
If a moderately liberal person watches a lot of liberal news media television and listens to
liberal news radio programs, her viewpoints will probably become more liberal. True
What is the role of scripts in memory? Defining situations and guiding behavior
The human mind is designed to participate in society, and this means its primary job is dealing
with other people. True
Research shows that people tend to engage in fewer cognitive errors and biases in everyday
thinking ____. both as a result of training involving statistical reasoning, and when they are
encouraged to carefully consider different alternatives
Which ethnic group is most effectively reached by radio ads? hispanics
Sandra hired experts in American Sign Language for a campaign. In addition she planned to use
brochures, newsletters and graphics-heavy web pages. Which audience is the target of her
campaign. the disability community
Kiera works as a product promotion manager. To promote a product she decided to distribute
free samples to a group with an intention to gauge their opinions. Her idea was that word-of-
mouth influence of these people would motivate others to buy the product. Which group was
she targeting? supermoms
What is one of the characteristics of "supermoms?" Participation in online discussions
___________________ have strong opinions about preserving traditional family values and
voting for political conservatives Christian evangelicals
_________________ respond to traditional marketing tactics. GI Generation
Which of the following is the most important part of an ad, a direct mail letter, or a news
release? headlline
When people read your copy they are usually alone. Pretending to write each of them a letter
on behalf of your client will allow you to be more personal in your copy. true
What two questions allow you to clearly define your product, service, or brand's position?
what does the product do?
who's it for?
, Creativity is naturally born in a person; it cannot be learned. False
David Ogilvy is considered the father of modern advertising. True
Translated, "Think of the consumer as a woman," instructs us to treat with audience with
respect. True
The percentage of people who only read the headline of an ad stands at 80. True
In order to master writing a good headline, the IMC professional needs to know everything
possible about the product or service. True
You'll never be able to write effective copy if you ignore: (multiple answers) who you're
writing for
what the person needs or wants
how the person thinks
If a moderately liberal person watches a lot of liberal news media television and listens to
liberal news radio programs, her viewpoints will probably become more liberal. True
What is the role of scripts in memory? Defining situations and guiding behavior
The human mind is designed to participate in society, and this means its primary job is dealing
with other people. True
Research shows that people tend to engage in fewer cognitive errors and biases in everyday
thinking ____. both as a result of training involving statistical reasoning, and when they are
encouraged to carefully consider different alternatives
