Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Quiz Answers

All Weeks Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Quiz Answers

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Week 1 Quiz Answers

Quiz 1: Module 1 Graded Assessment

Q1. (Positive) differential effect of the brand name on consumer response to marketing actions is referred to as:

• Brand equity
• Advertising
• Brand salience
• Brand meaning

Q2. __________ is the consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance.

• Brand awareness
• Brand reflection
• Brand perception
• Brand image

Q3. The range of purchase and consumption situations where the brand comes to mind is considered as:

• Depth of brand awareness
• Brand meaning
• Breadth of brand awareness
• Brand equity

Q4. ________________ is the process of evaluating each consumer segment’s attractiveness and selecting one or more segments according to their attractiveness for the company.

• Mass marketing
• Segmentation
• Targeting
• Positioning

Q5. __________ is the process of occupying a clear, distinctive, and desirable place in consumer’s minds relative to competing products.

• Mass marketing
• Positioning
• Targeting
• Segmentation

Q6. Please state which of the below concepts describe how well a market offering fulfills customer needs.

• Brand salience
• Brand feelings
• Brand performance
• Brand imagery

Q7. ________________ means the degree to which a consumer consistently purchases the same brand within a specific product category.

• Brand loyalty
• Brand imagery
• Brand meaning
• Brand performance

Q8. Which of the following statements about brand loyalty is NOT correct?

• Brand loyalty correlates well with product sales
• Brand loyalty depends purely on emotional aspects of consumer-brand relationship
• Brand loyalty decreases marketing expenses for the company
• Loyal consumers are usually willing to pay more for products

Q9. Consumers exhibiting ___________ loyalty generally have one or more specific reasons for their purchase decisions and they can easily articulate these reasons.

• Heart loyalty
• Hand loyalty
• Head loyalty

Q10. ___________ loyalty is habitual. The consumer is loyal to the product not because of an emotional or rational involvement, but simply because of a routine that he or she has established.

• Heart loyalty
• Hand loyalty
• Head loyalty

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Week 2 Quiz Answers

Quiz 1: Module 2 Graded Assessment

Q1. Please indicate which of the following is NOT one of the four steps of the Selective Processes Theory:

• Selective Adaptation
• Selective Retention
• Selective Exposure
• Selective Attention
• Selective Comprehension

Q2. Please read the following definition:

People tend to seek out the viewpoints that they agree with.

Please indicate which step of the Selective Processes Theory, this definition corresponds to:

• Selective Perception
• Selective Comprehension
• Selective Exposure
• Selective Attention
• Selective Retention

Q3. Which is the correct order of the steps of effective communications?

a. Design communications

b. Identify target audience

c. Decide on the media mix

d. Determine communications objective

e. Select channels

f. Measure results

• b, a, c, e, d, f
• b, d, a, e, c, f
• a, b, c, d, e, f
• d, b, e, c, a, f
• d, e, b, a, c, f

Q4. Please indicate which of the following is NOT an external search source during the consumer decision making process:

• Examining products in a store
• Product usage experiences
• Consumer blogs
• Friends
• In-store displays

Q5. Please indicate which of the following is NOT one of the dimensions of the FCB Grid:

• High involvement
• Low involvement
• Thinking
• Affective
• Reactive

Q6. AIDA stands for attention, ________, desire and _________.

• Involvement; action
• Intensity; appeal
• Interest; action
• Involvement; appeal

Q7. The first step of hierarchy of needs in which the consumer learns to recognize the product or brand name is:

• Awareness
• Conviction
• Preference
• Knowledge
• Liking

Q8. ___________ effect occurs at the point where the advertising or communication begins to affect consumer responses in a more positive direction and have greater incremental effect on sales.

Which is correct to fill in the blank?

• Wear-out
• Threshold
• Decay
• Diminishing returns
• Carry-over

Q9. Which method of setting an integrated marketing communications budget is based on the fallacy that communications cause sales?

• What you can afford budgeting
• Payout planning budgeting
• Meet the competition budgeting
• Objective and task budgeting
• Percentage of sales budgeting

Q10. ______________ budgeting is the allocation of marketing communications funds to match the competitor’s level of spending.

Which is correct to fill in the blank?

• Percentage of sales
• Payout planning
• Object and task
• Meet the competition
• What you can afford

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Week 3 Quiz Answers

Quiz 1: Message Strategies Practice Quiz

Q1. Please indicate the dominant message strategy used in the below visual:

• Pre-emptive
• Emotional
• Hyperbole
• Action inducing
• Generic

Q2. A cognitive message strategy:

• is the manner in which an ad appeal is presented
• invokes feelings or emotions and matches these with the good, service, or company being advertised
• is designed to lead more directly to some type of consumer behavior
• is the presentation of rational arguments or pieces of information to consumers

Q3. An affective message strategy:

• is the manner in which an ad appeal is presented
• is designed to lead more directly to some type of consumer behavior
• is the presentation of rational arguments or pieces of information to consumers
• invokes feelings or emotions and matches these with the good, service, or company being advertised

Q4. Please indicate the dominant message strategy used in the below visual:

• Emotional
• Pre-emptive
• Unique selling positioning
• Generic
• Action inducing

Q5. The two types of affective message strategies are:

• resonance and emotional
• preemptive and unique selling proposition
• emotional and hyperbole
• affective and conative

Q6. Which message strategy is designed to trigger impulse buys?

• affective
• resonance
• unique selling proposition
• conative

Q7. Please indicate the dominant message strategy used in the below visual:

• Comparative
• Emotional
• Unique selling positioning
• Action inducing
• Generic

Q8. Which conative message strategy is linked to promotions, such as coupons, premiums, and sweepstakes?

• unique selling proposition
• emotional
• action-inducing
• promotional support

Quiz 2: Module 3 Graded Assessment

Q1. The leverage point is the:

• Key element in an advertisement that activates a consumer’s personal value system
• Theme that explains how the message will be delivered
• Key idea or ideas that an advertisement is to convey
• Design of the advertisement that attracts attention or presents information

Q2. An advertising appeal is the:

• Key element in an advertisement that activates a consumer’s personal value system
• Theme that explains how the message will be delivered
• Key idea or ideas that an advertisement is to convey
• Design of the advertisement that attracts attention or presents information

Q3. Which message strategy is linked with reasoning and thinking processes?

• Conative
• Resonance
• Affective
• Cognitive

Q4. Which message strategy is most linked with emotions?

• Conative
• Hyperbole
• Affective
• Cognitive

Q5. Ads using an informative executional framework are best suited for:

• Conative message strategies
• High involvement purchase decisions
• Slice-of-life executions
• Brand image message strategies

Q6. Which conative message strategy is linked to impulse buys?

• Unique selling proposition
• Resonance
• Promotional support
• Action-inducing

Q7. A hyperbole cognitive message strategy is a(n):

• Direct promotion of product attributes
• Testable claim of superiority that can be supported or substantiated in some manner
• Untestable claim based upon some attribute or benefit
• Claim of superiority based on a specific product attribute intensely so that it cannot be made by a competitor

Q8. A negative comparison ad that causes people to dislike the sponsor brand may be due to:

• Spontaneous trait transference
• The preemptive claim of superiority
• A generic demonstration of product quality
• Internal cognitive consistency

Q9. Which type of executional framework seeks to convince buyers that a product is superior through using some type of expert or evidence?

• Authoritative
• Slice-of-Life
• Dramatization
• Fantasy

Q10. When a product solves a daily life problem, which type of executional framework do you think is more suitable for the product’s advertising?

• Informative
• Slice-of-life
• Authoritative
• Fantasy

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Week 4 Quiz Answers

Quiz 1: Module 4 Graded Assessment

Q1. ___________ is the concept under which a company integrates and coordinates its many communications tools to deliver a clear, consistent, and compelling message about the company and its products.

• Integrated channel management
• Integrated demand characteristics
• The marketing mix
• Integrated marketing communications

Q2. ________ is a marketing communications tool in which marketers are able to present their brands ‘naturally’ within a TV show or movie for a fee.

• Viral marketing
• Public relations
• Product placement
• Sponsorship

Q3. ________ is used to influence the way an organization is perceived by its various stakeholders.

• Sponsorship
• Viral marketing
• Public relations
• Product placement

Q4. Which tool of the marketing communications mix consists of short-term incentives to encourage consumers to purchase a product or service?

• Viral marketing
• Sales promotions
• Sponsorship
• Public relations

Q5. ________ is a type of marketing communication in which consumers pass along marketing content of a brand to others through the Internet. Consumers do this without receiving a fee, and the content is often creative and provocative.

• Guerilla marketing
• Viral marketing
• Public relations
• Sponsorship

Q6. If a company wants to build a reputable “corporate image,” it will most likely use which of one the following marketing communications mix tools?

• Sponsorship
• Public relations
• Product placement
• Viral marketing

Q7. When a company aims to reach masses of potential consumers that are geographically dispersed at a low cost per exposure, the company will most likely choose which of the following marketing communications tools?

• Sales promotions
• Public relations
• Sponsorship
• Advertising

Q8. If McDonalds includes a free toy from a Disney movie in its happy meals for kids, what type of sales promotion is used?

• Price-off
• Premiums
• Sampling
• Coupons

Q9. ________ is a tool that allows consumers to try out products without the risk of deviating from a product that they already know.

• Premiums
• Sampling
• Coupons
• Price-off

Q10. ________ is a practice that helps search engines to reach the content in our websites more effectively through organic (not paid) searches.

• Viral marketing
• Guerilla marketing
• Search engine optimization
• Content marketing

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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Quiz Answers