IMC Exam 1 Application & Sample
Questions & answers 2025/2026
The McDonald's ad example we looked at was used as an example of which of the following IMC
concepts? - ANS ✔✔-International promotion
Recently, the national railroad service within the US - Amtrak - sent advertisements via email to
its customers detailing the steps they were taking to keep trains safe even though they did not
specifically refer to any particular route. Which function of IMC does this highlight? - ANS ✔✔-
Corporate advertising
Campustown Foods, a local grocery store, has decided to run an advertisement claiming that it
offers the lowest prices in town. Obviously, this effort is mass mediated and is an attempt to
persuade. For it to be considered advertising, which other condition must be met? - ANS ✔✔-
The airtime must be paid for
Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very
similar to each other. The company does not want one line of its tents to steal market share
from another line of its tents. To protect against this, it will be most concerned with: - ANS ✔✔-
Implementing a strong internal positioning for each of its lines
On music streaming services such as Spotify, Ashley Home Store has started advertising its
upcoming Labor Day Sale promising discounts of up to 30% off if you shop via their website.
Along with advertising, which other promotional/IMC tool is being used in this case? - ANS ✔✔-
Sales promotion
The common movie marketing practice of providing a first look at a movie by releasing a very
short "teaser" trailer is an example of which brand management support function of IMC? - ANS
✔✔-Introduction
, Motorola's worldwide advertising campaign for cell phones is an attempt to provide a common
theme and presentation in all markets including consumers in North America, Europe, Asia,
Africa, Australia, and South America. This is an example of a global advertising campaign. - ANS
✔✔-True
The Wonder Woman 1984 group activity was used to illustrate which aspect of the promotion
industry? - ANS ✔✔-How marketers make choices from among various stakeholders to reach
target audiences
A regional fast food chain, Chopsticks, features rice bowls as a mainline product and is
interested in expanding into a new market. What type of firm might conduct the research
needed to expand into the new market? - ANS ✔✔-An external facilitator like a marketing or
advertising research firm
Traditional media include all of the following except: - ANS ✔✔-Websites
Golf America, a small national golf company, enters a new market in which the new course they
have purchased has a fifty-year history in the community. It is important to the new owners to
enhance the reputation of the course, continue the relationship with existing members, yet at
the same time invite new members to join and sponsor promotions to entice outside play to fill
in the unused tee times and maximize course revenues. Which type of ad agency can best help
Golf America? - ANS ✔✔-Full-service agency
In an earlier class, we discussed the marketing debacle that DiGiorno Pizza faced as consumers
rapidly responded to the brand's insensitive tweet. Ten years ago, such rapid viral backlash
would have been almost impossible to imagine. Which promotion industry trend does this
illustrate? - ANS ✔✔-Greater consumer control
Thomas Motors wants to reach potential customers through a flyer mailing campaign that will
ensure that every home address within the five nearest zip codes receives a flyer for Thomas
Motors every Sunday in their mailboxes. Which of the following types of firms should Thomas
Motors contact to do such work? - ANS ✔✔-A promotion agency
Questions & answers 2025/2026
The McDonald's ad example we looked at was used as an example of which of the following IMC
concepts? - ANS ✔✔-International promotion
Recently, the national railroad service within the US - Amtrak - sent advertisements via email to
its customers detailing the steps they were taking to keep trains safe even though they did not
specifically refer to any particular route. Which function of IMC does this highlight? - ANS ✔✔-
Corporate advertising
Campustown Foods, a local grocery store, has decided to run an advertisement claiming that it
offers the lowest prices in town. Obviously, this effort is mass mediated and is an attempt to
persuade. For it to be considered advertising, which other condition must be met? - ANS ✔✔-
The airtime must be paid for
Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very
similar to each other. The company does not want one line of its tents to steal market share
from another line of its tents. To protect against this, it will be most concerned with: - ANS ✔✔-
Implementing a strong internal positioning for each of its lines
On music streaming services such as Spotify, Ashley Home Store has started advertising its
upcoming Labor Day Sale promising discounts of up to 30% off if you shop via their website.
Along with advertising, which other promotional/IMC tool is being used in this case? - ANS ✔✔-
Sales promotion
The common movie marketing practice of providing a first look at a movie by releasing a very
short "teaser" trailer is an example of which brand management support function of IMC? - ANS
✔✔-Introduction
, Motorola's worldwide advertising campaign for cell phones is an attempt to provide a common
theme and presentation in all markets including consumers in North America, Europe, Asia,
Africa, Australia, and South America. This is an example of a global advertising campaign. - ANS
✔✔-True
The Wonder Woman 1984 group activity was used to illustrate which aspect of the promotion
industry? - ANS ✔✔-How marketers make choices from among various stakeholders to reach
target audiences
A regional fast food chain, Chopsticks, features rice bowls as a mainline product and is
interested in expanding into a new market. What type of firm might conduct the research
needed to expand into the new market? - ANS ✔✔-An external facilitator like a marketing or
advertising research firm
Traditional media include all of the following except: - ANS ✔✔-Websites
Golf America, a small national golf company, enters a new market in which the new course they
have purchased has a fifty-year history in the community. It is important to the new owners to
enhance the reputation of the course, continue the relationship with existing members, yet at
the same time invite new members to join and sponsor promotions to entice outside play to fill
in the unused tee times and maximize course revenues. Which type of ad agency can best help
Golf America? - ANS ✔✔-Full-service agency
In an earlier class, we discussed the marketing debacle that DiGiorno Pizza faced as consumers
rapidly responded to the brand's insensitive tweet. Ten years ago, such rapid viral backlash
would have been almost impossible to imagine. Which promotion industry trend does this
illustrate? - ANS ✔✔-Greater consumer control
Thomas Motors wants to reach potential customers through a flyer mailing campaign that will
ensure that every home address within the five nearest zip codes receives a flyer for Thomas
Motors every Sunday in their mailboxes. Which of the following types of firms should Thomas
Motors contact to do such work? - ANS ✔✔-A promotion agency
