BHMC2003 Quiz #1 : Chapter 1 - Introduction to IMC

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by

• Advertising

• Public Relations

• Personal Selling

• Direct Marketing

• Publicity

Answer explanation

For many years, the promotional function in most companies was dominated by advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication.

_________ is the process of combining advertisements with other promotional elements such as direct marketing, public relations, personal selling and sales promotion.

Answer explanation

During the 1980s, firms began moving toward the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.

Which of the following statements best defines "value"?

• 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

• the combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand

• the desire and ability of two or more parties to exchange something of importance with one another

• the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it

• the amount of funds invested by the shareholders of a company in promoting its product portfolio

Product, price, _______, and promotions are the four Ps of the marketing mix.

• people

• package

• print

• privilege

• place

Answer explanation

The four Ps—product, price, place (distribution), and promotion—are elements of the marketing mix.

The following are the reasons for the growing importance of IMC EXCEPT_______.

• can strategically integrates various communications functions

• consumers’ positive response to advertising

• can avoid duplication and takes advantage of synergy among promotional tools

• evolution to micromarketing and changing rules of marketing

• can develop more efficient and effective marketing

  communications programs

Answer explanation

Refer to Slide #10 in the lecture notes.

What are the FIVE basic elements of IMC also known as Promotional Mix elements?

• Advertising, Public Relations (PR), Sales Promotion, Personal Selling & Digital Direct Marketing

• Advertising, Publicity, Sales, Direct Selling & Digital Direct Marketing

• TikTok Sales, Social Media, Youtubers, Free Gifts & Telemarketing

• Product, Price, Place, Promotion & People

• Services, Staff, Sales, Social Media & Smile

Answer explanation

This is the most important knowledge area of the entire IMC course :) So better learnt it up soon.

Which of the following statements about setting a budget for IMC is NOT TRUE?

• Company should set a tentative marketing communications budget.

• Company should allocate tentative budget across different media,

  geographic markets, and time periods.

• Budget may be finalized while specific promotional-mix strategies are being developed.

• Budget may not be finalized until specific promotional-mix strategies are developed.

Answer explanation

Refer to slide #20

Which of the following is the correct sequence of an IMC Planning Process:

I . Specify marketing objectives with time frame and mechanism for measuring performance.

II. Select target market(s) and plan for the four elements of the marketing mix.

III. Monitor and evaluating performance.

IV. Implement the marketing strategy(ies).

V. Perform a detailed situation analysis.

• I, II, III, IV, V

• II, I, III, V, IV

• V, I, II, IV, III

• IV, III , V, II, I

• I, V, IV, III, II

Answer explanation

Refer to slide #15

The role(s) of Integrated Marketing Communications (IMC) in Branding are as follows EXCEPT:

• • Helps develop and sustain brand identity.

• • Recognises the need for companies to connect with consumers based on trust, transparency, and authenticity

• • Helps develop and sustain brand equity

• Sustainable IMC initiatives should meet the needs of the current generation without considering the ability of the future generation's needs.

Answer explanation

Refer to Slide#12

Which of the following is your lecturer for BHMC2003 IMC for 202409 session?

• 
• 
• 
• 

Answer explanation

If you get this question wrong, then you really need to start attending classes soon :"(