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