Content, Advertising & Social IMC Quiz Answers

Welcome to your ultimate guide for Content, Advertising & Social IMC quiz answers! Whether you’re completing practice quizzes to solidify your understanding or preparing for graded quizzes to test your knowledge, this guide is here to help.

Covering all course modules, this resource will teach you how to develop and implement effective integrated marketing communication (IMC) strategies that leverage content marketing, advertising, and social media to create a cohesive and impactful brand message.

Q1. What are the three main choices marketers have in spending their time and money?
Answer:

Paid, owned, and earned media

Explanation: Marketers generally focus on three types of media to allocate their resources: paid media (advertisements), owned media (branded content or websites), and earned media (public relations, social mentions).

Q2. Marketing pundits and agencies mostly agree that marketers should “pay as little as you can, own as much as you can, and earn positive social mentions.” What unsolvable questions does this riddle still pose? Check all that apply.
Answer:

Who can simply rely on the behavior of others?
What if social becomes obsolete?
What if you build it and they don’t come?
How much exactly is “pay a little”?

Explanation: This riddle highlights some of the challenges marketers face: relying on others’ behavior is uncertain, social media may not remain relevant forever, creating content doesn’t guarantee engagement, and the definition of “pay a little” can vary.

Q3. Why has paid media become so expensive given all of the options available today? Shouldn’t paid media prices have declined?
Answer:

The supply of mass media has declined.

Explanation: As media becomes more fragmented and harder to access in a traditional mass-market sense, the cost of reaching large audiences through paid media has risen.

Q4. In IMC’s rethinking of traditional marketing approaches, which of the following would be the logical first step in the P/O/E media strategy?
Answer:

Find out who you are trying to reach.

Explanation: The first step in any marketing strategy is to define the target audience. This forms the foundation for deciding on the right messages, incentives, and media channels.

Q1. Which type of advertising is intended to motivate an immediate action?
Answer:

Direct response advertising

Explanation: Direct response advertising is designed to elicit an immediate reaction or action from the audience, such as making a purchase, signing up, or calling a business.

Q2. Which type of advertising is intended to change awareness or perceptions in order to influence future behavior?
Answer:

Persuasion/Big Brand advertising

Explanation: Persuasion or Big Brand advertising focuses on building awareness and shaping perceptions to influence long-term behavior or future purchasing decisions.

Q3. Which type of advertising is intended to gain notice from key people?
Answer:

Stunting/Visibility advertising

Explanation: Stunting or visibility advertising is designed to capture attention and make a brand or product stand out, often through unusual or high-profile tactics.

Q4. When using Facebook-style advertising, we’ve referred to “the Funnel.” At which stage in the funnel is it easiest to achieve your goal?
Answer:

The bottom of the funnel

Explanation: At the bottom of the funnel, prospects are already familiar with the brand and are more likely to take action, making it easier to achieve marketing goals like conversions or purchases.

Q5. In a response marketing process, what should marketers do after first identifying their specific goal?
Answer:

Find the things that work the best, and find out what is making it work.

Explanation: After identifying the goal, marketers should analyze what strategies or tactics are most effective, understand why they work, and optimize them for better results.

Q1. Social IMC Strategy involves which of the following strategies?
Answer:

Social IMC is designed to embrace a high-value market you want to develop and take them to a private virtual community you develop specifically for them.

Explanation: Social IMC (Integrated Marketing Communications) focuses on creating and fostering relationships with high-value markets by developing private communities tailored to those consumers.

Q2. To be successful, a Social IMC strategy must contain which of the following?
Answer:

Excellent, engaging content
Links to external sites or communities with engaging content and information
An empowering concept that will transition a high-value market over to the private virtual community

Explanation: Successful Social IMC strategies rely on high-quality content that engages the audience, connecting them to other relevant communities or content, and providing empowering concepts that transition prospects to private virtual communities.

Q3. What actions are necessary in developing an empowering concept?
Answer:

Identify the mission of the community.
Identify additional services that will keep the members coming back.
Create the tool, event, or device that will help the community.

Explanation: Developing an empowering concept involves identifying the community’s mission, creating additional services that provide ongoing value, and building tools or events that support the community’s engagement.

Q4. In the Social IMC strategy, what roles can products play in a private virtual community?
Answer:

A product can be an enabler for the community members.
A product can be an enhancer for the community members.

Explanation: In Social IMC, products serve as tools that enable and enhance the community’s experience, providing value and fostering engagement within the community.

Q5. Which of the following are proven success tips when using Social IMC strategy?
Answer:

Private virtual communities can be created by invitation.
The virtual community should be holistic and serve all functions of the target market.
Social IMC allows you to vet your incoming members.

Explanation: Successful Social IMC strategies involve creating exclusive communities by invitation, ensuring the community serves all needs of the target market, and vetting incoming members to maintain the quality of the community.

Q6. Which of the following areas are effective targets for applying the Social IMC strategy?
Answer:

Private, controlled discussion with community members
Member-created virtual communities
Highest-value markets

Explanation: Social IMC targets high-value markets through private discussions and community-driven interactions, fostering deeper engagement with influential members.

Q7. If your high-value market is easy to target as they move through a purchase lifecycle, which marketing strategy gives you trackability, lower cost, and sales focus?
Answer:

Nurture Marketing

Explanation: Nurture marketing focuses on building relationships with prospects throughout their purchase lifecycle, offering trackability and a cost-effective sales approach.

Q8. For lower-value markets, which marketing strategy allows you to keep them interested and makes you a strong contender when they are ready to buy?
Answer:

Nurture Marketing

Explanation: Nurture marketing is also effective for lower-value markets by maintaining their interest over time, ensuring that you stay top-of-mind when they are ready to make a purchase.

Q9. If you have a commodity product like soap, which marketing strategy would be the most effective?
Answer:

Analog Marketing

Explanation: For commodity products like soap, analog marketing can be effective as it helps build broad awareness and trust among a large audience, leveraging traditional media channels.

Q1. Which of the following performance metrics are used in Engagement Marketing?
Answer:

Revenues and profits
Growth in likes
Click-throughs to blogs and websites
Number of opens or views of content

Explanation: Engagement marketing metrics focus on measuring interactions, such as likes, click-throughs, and views, as well as the impact on revenues and profits.

Q2. Which of the following performance metrics can be used in Embrace Marketing?
Answer:

Social break-even and ROI numbers
Revenues, investments, and profits

Explanation: Embrace marketing uses metrics like ROI, revenues, and social break-even to evaluate its effectiveness and profitability.

Q3. What is the purpose of the performance funnel?
Answer:

The performance funnel is designed to track a relationship with a consumer from start to finish within a marketing channel.

Explanation: The performance funnel is a structured approach to tracking and guiding customers through the marketing process, from awareness to conversion.

Q4. In the performance funnel, you will notice that, with each successive step, consumers…
Answer:

decrease in number

Explanation: As consumers move through the funnel, fewer remain at each subsequent stage, reflecting the natural attrition in the customer journey.

Q5. The percentage or other measure that is calculated based on the fall-off between two successive steps in the performance funnel is known as…
Answer:

Key Performance Indicator

Explanation: The fall-off between stages is measured using Key Performance Indicators (KPIs) to assess the effectiveness of each step in the funnel.

Q6. Why is testing the effectiveness of a marketing strategy important?
Answer:

Testing ensures that actual performance will not vary from key performance indicators (KPIs).
Testing is real and provides feedback coming directly from your target markets.

Explanation: Testing helps confirm that marketing strategies align with KPIs and provides valuable feedback from the target audience.

Q7. When is head-to-head testing used?
Answer:

When the business or marketer can control who is being contacted

Explanation: Head-to-head testing is conducted when the marketer has control over the group of individuals being tested, ensuring accurate comparisons between two options.

Q8. When are A/B Split tests used?
Answer:

When only two options are being tested against one another
When the business or marketer can control who is being contacted

Explanation: A/B Split tests compare two options to determine which performs better, and they are most effective when the marketer controls the test subjects.