Deck 2: Integrated Marketing Communication: Foundation Strategies for Developing Brand Content

Question 1

The main difference between advertising and public relations is:

A) Awareness
B) Reach
C) Importance
D) Value
E) Cost

Answer 1

C

Question 2

Integrated Marketing Communication has four functions which include all of the following, except one.

A) inform
B) persuade
C) entertain
D) criticize
E) motivate

Answer 2

E

Question 3

Brand visibility, as defined in the textbook, can be applied to:

A) Stadiums
B) Hospitals
C) Buildings
D) Only a and c
E) All three

Answer 3

E

Question 4

Which of the following organizations is not an advertiser:

A) Government bureau
B) Amusement park
C) Hospital testing center
D) None of above
E) All of above

Question 5

An advertising agency that specializes in life style, gender, or age is called a:

A) Full service
B) Creative boutique
C) Demographic
D) Industry
E) Media buying service

Question 6

The compensation method that involves paying a fixed amount per month to an advertising agency is:

A) Standard agency commission
B) Retainer
C) Cost per hour per function
D) Variable cost charges
E) None of the above

Question 7

In the IMC industry, suppliers refer to which of the following:

A) Artists
B) Consultants
C) Research companies
D) Only a and b
E) All are suppliers

Question 8

What is the purpose of IMC? Briefly describe how each category of Integrated Marketing Communication supports this purpose.

Question 9

Compare and contrast the advantages of the three most popular methods of compensating an advertising agency for its services.

Question 10

Advertising does not begin with creative ideas. Explain what is meant by this statement, and discuss how this has an impact on other IMC activities.