Question 1

Business-to-business advertising is limited to industrial goods; services such as insurance and travel service are not included in this category.
Advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Industrial goods are products that become a physical part of another product (raw material or component parts). Business services such as insurance, travel services, and health care are also included in this category.

Accepted Answer

Business-to-business advertising includes both industrial goods and business services like insurance and travel services, not just industrial goods.

Question 2

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.

Accepted Answer

Word-of-mouth messages are an example of unexpected touch points that are beyond the control of the organization.

Question 3

The status gained from owning a particular brand is an example of a functional benefit.

Accepted Answer

The statement is incorrect. The status gained from owning a particular brand is an example of a psychological benefit, not a functional benefit.

Question 4

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.

Accepted Answer

The statement accurately describes the popularity of the IMC approach among both business-to-business and consumer marketers, making option A the correct answer.

Question 5

Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications.

Accepted Answer

This statement accurately describes the initial steps of analyzing the communication process in promotional planning.

Question 6

There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.

Accepted Answer

The statement is true. As the mass audience is fragmenting, businesses are focusing on micromarketing to target specific, niche audiences.

Question 7

Which of the following statements best defines value?
A)The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea
B)The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand
C)The desire and ability of two or more parties to exchange something of importance with one another
D)The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it
E)The amount of funds invested by the shareholders of a company in promoting its product portfolio

Accepted Answer

Value is the perceived benefits of a product or service compared to its cost. It is the customer's perception of all the advantages or benefits of a product, weighed against all the costs of acquiring and consuming it.

Question 8

According to the American Marketing Association's definition of marketing, which of the following statements is true?
A)Most marketers are seeking a one-time exchange or transaction with their customers.
B)The focus of production-driven companies is on developing and sustaining relationships with their customers.
C)Successful companies recognize that creating and delivering value to their customers is extremely important.
D)Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them.
E)By definition, a marketing transaction has to involve the exchange of money.

Accepted Answer

The American Marketing Association's definition of marketing emphasizes the importance of creating and delivering value to customers, which successful companies recognize and prioritize. This suggests that marketing is not just about a one-time transaction, but rather about building and maintaining relationships with customers through the delivery of value. Option A is incorrect since the definition implies long-term relationships, not just one-time transactions. Option B is incorrect since production-driven companies are focused on production and not necessarily on customer relationships. Option D is incorrect since marketing does help in maintaining customer relationships. Option E is incorrect since marketing transactions can involve both monetary and non-monetary exchanges.

Question 9

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.

Accepted Answer

The statement accurately describes the goal of integrated marketing communications (IMC).

Question 10

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising.

Accepted Answer

Trade advertising is aimed at wholesalers, distributors, and retailers to encourage them to stock and sell a company's products, not directly at professionals like doctors or lawyers.

Question 11

Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image.

Accepted Answer

If perceptions are negative or the brand is new, it may be important to focus on improving the image in order to gain trust and credibility with consumers. However, a strong reputation and image can also be leveraged to market products and services.

Question 12

Which of the following is an example of a marketing exchange?
A)The waitress gave Cyrus a menu and he placed his food order.
B)Griffin helped Mandy replace the air filter in her lawn mower.
C)Ken and Maggie gave their son an MP3 player for his birthday.
D)Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence.
E)Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

Accepted Answer

A marketing exchange involves a transaction where something of value is given in return for something else of value. In option D, Mrs. Maloney gives Larry homemade fudge in exchange for painting her fence, which is a clear example of a marketing exchange.

Question 13

The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient.

Accepted Answer

The statement is incorrect. The nonpersonal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient. Therefore, before the message is sent, the advertiser must consider how the audience will interpret and respond to it.

Question 14

Most consumers in generation Y are very receptive to traditional advertising.

Accepted Answer

The statement is incorrect, as it claims that most consumers in generation Y are receptive to traditional advertising, when in fact many are skeptical of it.

Question 15

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.

Accepted Answer

Integrated marketing communications involve using a variety of communication channels and strategies, not just media advertising, to create a cohesive and effective marketing message.

Question 16

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

Accepted Answer

The statement is true - the integrated marketing communications approach does call for a centralized messaging function to ensure consistency in messaging and positioning across all marketing and promotional efforts.

Question 17

Not all marketing transactions involve the exchange of money for a product or service.
Not all marketing transactions involve the exchange of money for a product or service.

Accepted Answer

Nonprofit organizations often engage in marketing activities to solicit donations and support for their cause or mission. These marketing transactions do not involve a direct exchange of money for a product or service, but rather the exchange of money for the support of a cause or organization.

Question 18

Primary-demand advertising focuses on creating demand for a specific company's brands.

Accepted Answer

The statements are reversed. Primary-demand advertising is designed to stimulate demand for the general product class or entire industry and selective-demand advertising focuses on creating demand for a specific company's brands.

Question 19

The first step in the IMC planning process is to review the marketing plan and objectives.

Accepted Answer

This is true. Reviewing the marketing plan and objectives is the first step in the IMC (integrated marketing communications) planning process. Understanding the company's current position and goals is essential for developing an effective promotional strategy.

Question 20

Nontraditional media account for the majority of companies' marketing communications expenditures.

Accepted Answer

Traditional media, such as television, radio, and print, still account for a significant portion of marketing communications expenditures, although nontraditional media like digital and social media are growing rapidly.

Quiz 1: An Introduction to Integrated Marketing Communications