Question 1

Compare and contrast the differences between marketing and integrated marketing communication (IMC).

	1.	Marketing is the development of products that fit the needs of a target market while IMC ensures that all facets of marketing work together to produce a cohesive message.
	2.	Marketing focuses on the internal aspect of the business while IMC integrates internal marketing with external variables.
	3.	Marketing focuses on product development and selling products while IMC focuses on the relationships between the business and the marketing firms and public relations agencies that manage their products.
	4.	Marketing takes customer needs into consideration while IMC focuses on implementing the appropriate combination of promotional mix variables.
	5.	Marketing requires the segmentation of the target market while IMC focuses on the product.

2 points

Question 2

Gold Star, a supermarket chain, runs print advertisements promoting best deals for different products every week. This is an example of _____ advertising.

	1.	retail
	2.	associative
	3.	referenced
	4.	corporate

2 points

Question 3

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising.

	1.	institutional
	2.	cooperative
	3.	retail
	4.	comparative

2 points

Question 4

Paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

	1.	direct marketing
	2.	sales promotion
	3.	advertising
	4.	product placement

2 points

Question 5

You work for a television network that needs to advertise a new fall season show. Because of the shows content, you want to market to college students and young professionals. You decide that since the show is going to be introduced in October of the following year, it would be good to start with billboards and ad placements on buses, bus shelters, trains, and in subway stations. You know that new shows typically debut in the fall, so you do some research and notice that your rival network also has a new show lined up for the fall. You want to make sure that you are not targeting the same markets. By the spring of the following year, you are going to introduce television commercials, social marketing, and online ads. By this point, national newspapers are impressed with the show and write op-ed pieces about the new show.

Which of the following aspects of media scheduling is missing from the scenario?

	1.	sales patterns
	2.	public relations
	3.	target markets
	4.	competitors activities
	5.	repurchase cycles

2 points

Question 6

A popular morning TV program shows its host and guests drinking beverages from mugs that have been engraved with the logo of a popular coffee chain. This is an example of:

	1.	product placement.
	2.	trade promotion.
	3.	personal selling.
	4.	sales promotion.

2 points

Question 7

The Tostitos BCS National Championship game features the top two college football teams competing for the national title. The Tostitos brand name is included in the events name because Frito-Lay, the manufacturer, paid for:

	1.	sponsorship.
	2.	co-branding rights.
	3.	cooperative advertising.
	4.	direct marketing privileges.

2 points

Question 8

Which of the following is a disadvantage of using public relations as a promotional strategy?

	1.	It creates a negative attitude toward a product or company.
	2.	It damages the credibility of a product or company.
	3.	It involves much effort directed towards non-marketing oriented goals.
	4.	It is a highly expensive method of promotion.

2 points

Question 9

Which of the following elements of a print advertisement contains the company name, address, web address, slogan, trademark, logo, or names the sponsoring organization?

	1.	Headline
	2.	Illustration
	3.	Slogan
	4.	Signature

2 points

Question 10

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

	1.	Cooperative
	2.	Interactive
	3.	Retail
	4.	Comparative