Designing and Managing Integrated Marketing Communications Chapter 17

Designing and Managing Integrated Marketing
Communications - MCQs with answers - Part 1
Marketing Communications, Brand Equity and Sales
1. _________ can be defined as the way by which organizations attempt to

inform, convince and remind customers indirectly or directly about the brands
and products they offer.
a) Marketing communications
b) Marketing plans
c) Marketing strategies
d) None of the above
View Answer / Hide Answer
ANSWER: a) Marketing communications
2. The marketing mix is made up of _______ types of communication.
a) Seven
b) Six
c) Eight
d) None of the above.
ANSWER: c) Eight
3. Any paid type of non-personal promotion and presentation of goods,

services or ideas by an identified sponsor is
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
ANSWER: d) Advertising
4. Numerous forms of short-term incentives to promote trial or buying of a
service of product is
a) Sales promotion
b) Direct marketing
d) Advertising
ANSWER: a) Sales promotion
5. Company sponsored programs and activities planned to create special

brand related interactions is
a) Sales promotion
b) Direct marketing
d) Advertising
ANSWER: c) Events and experiences
6. Several programs planned to protect or promote a company's image or its

products is known as
a) Sales promotion
b) Direct marketing
d) Public relations and publicity
ANSWER: d) Public relations and publicity
7. The use of email, fax, internet or telephone to communicate with specific

prospects and customers is
a) Sales promotion
b) Direct marketing
c) Personal selling
d) Advertising
ANSWER: b) Direct marketing
8. The online programs and activities designed to engage prospects or

customers and indirectly or directly generate awareness, enhance image or
support sales of services and products is
a) Interactive marketing
b) Direct marketing
c) Personal selling
d) Advertising
ANSWER: a) Interactive marketing
9. People-to-people oral, electronic or written form of communications that

associate with experiences or merits of buying or using services or products
is
b) Direct marketing
c) Personal selling
d) Word-of-mouth marketing
ANSWER: d) Word-of-mouth marketing
10. The face-to-face interaction with prospective buyers for the objective of
answering questions, procuring orders and making presentations is
b) Direct marketing
c) Personal selling
ANSWER: c) Personal selling

1. Marketing communication activities lead to brand equity.
a) True
b) False
ANSWER: a) True
2. Billboards, motion pictures, audiovisual material, print and broadcast ads

are examples of
a) Sales promotion
b) Direct marketing
d) Advertising
ANSWER: d) Advertising
3. Fair and trade shows, exhibits and demonstrations are examples of:
a) Sales promotion
b) Direct marketing
d) Advertising
ANSWER: a) Sales promotion
4. Street activities and sports are examples of
a) Sales promotion
b) Direct marketing
d) Advertising
ANSWER: c) Events and experiences
5. Seminars, Annual reports, publications and press kits are examples of
a) Sales promotion
b) Direct marketing
d) Public relations and publicity
ANSWER: d) Public relations and publicity
6. Catalogs, blogs and websites are examples of
b) Direct marketing
c) Both a and b
ANSWER: c) Both a and b
7. Chat rooms are an example of
b) Direct marketing
c) Personal selling
ANSWER: d) Word-of-mouth marketing
8. Fairs and trade shows are an example of

b) Direct marketing
c) Personal selling
ANSWER: c) Personal selling
9. From the view of creating brand equity, marketers need to be
a) Media sensitive
b) Media neutral
c) Media biased
ANSWER: b) Media neutral

The communication process models

1. A macro-model in the communication process includes __elements.
a) Nine
b) Ten
c) Seven
ANSWER: a) Nine
2. In macro-model of the communication process there are __ parties and

______ communication tools.
a) 2, 2
b) 2, 3
c) 3, 2
ANSWER: a) 2, 2
3. In a macro-model of the communication process, there are ______

functions.
a) 3
b) 4
c) 2
ANSWER: b) 4
4. Micro-models of marketing communications focus on ______particular

responses to communications.
a) Customers
b) Organization
c) Both a and b
ANSWER: a) Customers
5. When the audience has greater participation with a product group believed
to have high differentiation, the appropriate sequence is
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
ANSWER: a) learn-feel-do
6. When the audience has greater participation but perceives no or little
differentiation within the product group, the appropriate sequence is
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
ANSWER: b) do-feel-learn
7. When the audience has low participation and perceives little differentiation
within the product group, the appropriate sequence is
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
ANSWER: c) learn-do-feel
8. Attention, interest, desire and action are the four tasks in
a) AIDA model
b) Hierarchy of effects model
c) Innovation adoption model
d) Communications model
ANSWER: a) AIDA model
9. Awareness, knowledge, liking, preference, conviction and purchase the

tasks in same order are in
a) AIDA model
ANSWER: b) Hierarchy of effects model
10. Awareness, interest, evaluation, trial and adoption are the fives tasks in the
a) AIDA model
ANSWER: c) Innovation adoption model
11. Exposure, reception, cognitive response, attitude, intention and behavior

are the tasks in the
a) AIDA model
ANSWER: d) Communications model

Developing effective Communication
1. The process of developing effective communication involves _____ steps.
a) 7
b) 8
c) 6
ANSWER: b) 8
2. Creating a service or product category as necessary to eliminate or satisfy a

seen discrepancy between a desired emotional state and a current
motivational state is
a) Category need
b) Brand awareness
c) Brand attitude
d) Brand purchase intention
ANSWER: a) Category need
3. Ability to recall or recognize the brand within the group in sufficient details
to make a buy is
a) Category need
b) Brand awareness
c) Brand attitude
ANSWER: b) Brand awareness
4. Assessing the brand with respect to its seen ability to fulfill a currently
relevant need is
a) Category need
b) Brand awareness
c) Brand attitude
ANSWER: c) Brand attitude

5. Self-instructions to buy the brand or to take purchase related action is
a) Category need
b) Brand awareness
c) Brand attitude
ANSWER: d) Brand purchase intention

Design the communications
1. There are ______steps in designing the communications.
a) 3
b) 5
c) 4
ANSWER: a) 3
2. While designing the communication, how to say it part is termed as
a) Message strategy
b) Creative strategy
c) Message source
ANSWER: b) Creative strategy
3. Information appeal focuses on
a) Service or product related attributes

b) Non product related benefit
c) Both a and b
ANSWER: a) Service or product related attributes
4. Transformational appeal focuses on
a) Service or product related attributes

b) Non product related benefit
c) Both a and b
ANSWER: b) Non product related benefit
5. Fear appeals work when
a) When source credibility is high

b) They are not so strong
c) When the communication promises to relieve
d) All of the above
ANSWER: d) All of the above
6. _____ can be defined as the specialized knowledge the communicator has to

support the claim.
a) Expertise
b) Trustworthiness
c) Likability
ANSWER: a) Expertise
7. Message source credibility depends upon:
a) Expertise
b) Trustworthiness
c) Likability
d) All of the above
ANSWER: d) All of the above
8. If a person has negative attitude towards a message and a source, or a

positive attitude towards both, a ________ is said to exist.
a) State of congruity
b) State of diversity
c) State of convergence
ANSWER: a) State of congruity
9. Advocate channels are a form of
a) Personal Communication Channels

b) Non-personal communication channels
c) Commercial
ANSWER: a) Personal Communication Channels
10. Expert channels are comprised of
a) Independent experts
b) Dependent experts
c) Any of a and b

ANSWER: a) Independent experts
11. Sales promotions, events and experiences and public relations are forms
of
a) Personal Communication Channels

b) Non-personal communication channels
c) Commercial
ANSWER: b) Non-personal communication channels
12. Affordable method in establishing total marketing communications budget

ignores the role of promotion as an investment.
a) True
b) False
ANSWER: a) True

Designing and Managing Integrated Marketing Communications Chapter 17

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Designing and Managing Integrated Marketing

Communications - MCQs with answers - Part 1

Marketing Communications, Brand Equity and Sales

1. _________ can be defined as the way by which organizations attempt to

View Answer / Hide Answer

ANSWER: a) Marketing communications

2. The marketing mix is made up of _______ types of communication.

View Answer / Hide Answer

3. Any paid type of non-personal promotion and presentation of goods,

View Answer / Hide Answer

View Answer / Hide Answer

ANSWER: a) Sales promotion

5. Company sponsored programs and activities planned to create special

View Answer / Hide Answer

ANSWER: c) Events and experiences

6. Several programs planned to protect or promote a company's image or its

View Answer / Hide Answer

ANSWER: d) Public relations and publicity

7. The use of email, fax, internet or telephone to communicate with specific

View Answer / Hide Answer

ANSWER: b) Direct marketing

8. The online programs and activities designed to engage prospects or

View Answer / Hide Answer

ANSWER: a) Interactive marketing

9. People-to-people oral, electronic or written form of communications that

View Answer / Hide Answer

ANSWER: d) Word-of-mouth marketing

View Answer / Hide Answer

ANSWER: c) Personal selling

1. Marketing communication activities lead to brand equity.

View Answer / Hide Answer

2. Billboards, motion pictures, audiovisual material, print and broadcast ads

View Answer / Hide Answer

View Answer / Hide Answer

ANSWER: a) Sales promotion

4. Street activities and sports are examples of

View Answer / Hide Answer

ANSWER: c) Events and experiences

5. Seminars, Annual reports, publications and press kits are examples of

View Answer / Hide Answer

ANSWER: d) Public relations and publicity

6. Catalogs, blogs and websites are examples of

View Answer / Hide Answer

ANSWER: c) Both a and b

7. Chat rooms are an example of

View Answer / Hide Answer

ANSWER: d) Word-of-mouth marketing

8. Fairs and trade shows are an example of

View Answer / Hide Answer

ANSWER: c) Personal selling

9. From the view of creating brand equity, marketers need to be

View Answer / Hide Answer

ANSWER: b) Media neutral