Question 1

Digital/online advertising account for the majority of companies' marketing communications expenditures.

Accepted Answer

False

Question 2

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

Accepted Answer

The concept of integrated marketing communications involves the coordination of various communication channels, including advertising, personal selling, public relations, and direct marketing. While media advertising may be a part of this approach, it is not the sole focus.

Question 3

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). IMC seeks to create a unified and strategic approach to marketing communication that generates immediate sales and also builds a strong brand and lasting shareholder value over time.

Question 4

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

Accepted Answer

Primary-demand advertising aims to create demand for an entire category of products or services, without focusing on any specific brand.

Question 5

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

Accepted Answer

Marketing transactions can involve other forms of exchange such as bartering or trading goods/services, exchanging information or data, or even volunteering time and resources for a cause or charity.

Question 6

Most consumers in the millennial generation age cohort are very receptive to traditional advertising.

Accepted Answer

According to research, most millennials have become immune or adverse to traditional advertising methods and prefer more personalized and authentic experiences. They often prefer influencer marketing, social media advertising, and other non-traditional forms of advertising.

Question 7

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

The answer of Advertising targeted to professionals such as doctors,...

Question 8

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

This is true, as the integrated marketing communications approach emphasizes the importance of consistent messaging across all communication channels and touchpoints, in order to build a cohesive and powerful brand image.

Question 9

Implicit communication has been defined as 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.

Accepted Answer

Implicit communication refers to the exchange of information, feelings, or meanings without direct verbal expression, often through nonverbal cues, body language, or context, rather than the coordination of seller-initiated efforts as described.

Question 10

Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer's shopping experience, including research before a purchase and service after a sale.

Accepted Answer

Omnichannel retailing involves utilizing both physical and digital channels to create a seamless shopping experience for customers. This includes using online channels for research before a purchase and offline channels for service after a sale.

Question 11

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

Accepted Answer

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

Question 12

Traditionally, direct selling via independent contractors has been the primary medium for direct-response advertising.

Accepted Answer

Direct-response advertising traditionally uses media such as TV, radio, print, and online platforms to elicit an immediate response from consumers, rather than relying primarily on independent contractors for direct selling.

Question 13

Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.

Accepted Answer

Media advertising has the ability to reach a large audience at a relatively lower cost compared to other advertising methods such as events or personal selling. It is particularly effective for creating brand awareness, promoting products or services and generating sales. However, with the rise of digital marketing, social media, and other digital channels, the effectiveness of media advertising may vary depending on the target audience and objectives of the advertising campaign.

Question 14

When Bumble Bee Tuna participates in a trade show to encourage retailers to stock and promote its products, it is engaged in a consumer-oriented sales promotion.

Accepted Answer

Bumble Bee Tuna is engaged in a trade-oriented sales promotion. The purpose of the trade show is to persuade retailers to carry and promote their products, not to directly appeal to the end consumer.

Question 15

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

Micromarketing has emerged due to the fragmentation of the mass audience that was assembled by network television and other mass media. This statement is true.

Question 16

Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
Traditional print advertising is expected to decline by 2 percent annually.

Accepted Answer

The two statements are contradictory. One predicts an increase while the other predicts a decline. Therefore, only one of them can be true, and in this case, it is likely that the second statement is more accurate in predicting an overall decline in traditional print advertising.

Question 17

An advantage of publicity over other forms of promotion is its credibility.

Accepted Answer

Publicity is often seen as more credible than other forms of promotion, such as advertising, because it is perceived as being more objective and unbiased. This is because publicity is typically generated through media coverage or word-of-mouth, rather than being paid for directly by the organization promoting itself or its products. As a result, consumers may be more likely to trust and act on information they receive through publicity.

Question 18

One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various communications functions.

Accepted Answer

Marketers have realized that integrating different communication functions such as advertising, public relations, direct marketing, sales promotion, and personal selling can result in a united and more effective message that is capable of reaching and resonating with a broader audience. Therefore, they are increasingly embracing the IMC approach to achieve their marketing goals.

Question 19

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

Accepted Answer

The status gained from owning a particular brand is an example of an emotional or psychological benefit, rather than a functional benefit. Functional benefits are tangible and meet practical needs or solve problems, such as durability, ease of use, or cost-effectiveness.

Question 20

Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not included in this category.

Accepted Answer

Business-to-business advertising includes a wide range of products and services, including industrial goods, as well as services such as insurance, finance, and banking.

Quiz 1: An Introduction to Integrated Marketing Communications