WorksheetsMARKETING & SELLING : CHAPTER 14 (by aunikha)
Total questions: 40
Worksheet time: 20mins
Integrated Marketing Communications (IMC) refers to:
Using only digital media
Coordinating advertising and sales only
Integrating all communication channels to deliver a clear and consistent message
Replacing traditional promotion
The promotion mix consists of:
Product, price, place, promotion
Advertising, sales promotion, personal selling, and public relations
Digital, mobile, and social media
Push and pull strategies
Advertising is defined as:
Unpaid promotion
Personal communication
Paid, nonpersonal presentation by an identified sponsor
Short-term incentives
Which promotion tool offers short-term incentives to encourage purchase?
Advertising
Public relations
Sales promotion
Personal selling
Personal selling is most effective when:
Reaching mass markets
Building customer relationships and closing sales
Creating brand awareness
Managing publicity
Public relations mainly focuses on:
Selling products
Offering discounts
Building a favorable company image and handling publicity
Personal communication
Which is NOT part of the promotion mix?
Advertising
Sales promotion
Pricing
Public relations
The modern marketing communications landscape is driven largely by:
Print media
Television advertising
Digital technology and social media
Trade promotions
Content marketing refers to:
Traditional advertising only
Creating and sharing valuable, engaging content
Sales promotions
Personal selling
IMC requires companies to:
Focus on one channel
Coordinate all marketing mix elements for maximum impact
Eliminate traditional media
Reduce promotional spending
The first step in developing effective marketing communication is to:
Design the message
Choose media
Identify the target audience
Collect feedback
Communication objectives in IMC are often guided by the:
AIDA model
Five As: Awareness, Appeal, Ask, Act, Advocacy
SWOT framework
PLC stages
A rational appeal focuses on:
Emotions
Social values
Audience self-interest and benefits
Moral beliefs
Emotional appeals aim to:
Lower prices
Increase logic
Stir positive or negative emotions
Reduce risk
Moral appeals are directed toward:
Economic benefits
Product features
Audience’s sense of right and wrong
Brand loyalty
Message format refers to:
What is said
How the message is structured and presented
Who sends the message
When the message is sent
Personal communication channels include:
TV and radio
Online banners
Face-to-face and phone interactions
Print advertisements
Word-of-mouth communication is powerful because it:
Is controlled by firms
Comes from trusted sources like friends and family
Is always paid
Is mass-oriented
Buzz marketing involves:
Celebrity endorsements only
Encouraging opinion leaders to spread messages
Discount pricing
Mass advertising
Nonpersonal communication channels include:
Face-to-face selling
Telephone calls
Media, atmospheres, and events
Online chat
The effectiveness of a message source depends largely on:
Message length
Credibility and attractiveness of the communicator
Media cost
Promotion budget
Collecting feedback helps marketers to:
Design products
Set prices
Measure the communication’s impact
Choose intermediaries
The affordable method of setting promotion budgets:
Is objective-driven
Matches competitors
Sets budget based on what the company can afford
Uses fixed percentages
The percentage-of-sales method sets promotion budgets based on:
Profit levels
Competitor spending
Current or forecasted sales
Communication objectives
The objective-and-task method is preferred because it:
Is easiest
Is cheapest
Links spending to specific objectives and tasks
Matches competitors
When designing the promotion mix, firms must consider:
Product type
Market stage
Promotion strategy
All of the above
Advertising is most effective at:
Closing sales
Reaching large, geographically dispersed audiences
Personal interaction
Negotiating deals
Personal selling is strongest at:
Awareness stage
Building preferences and convictions
Price comparison
Mass communication
Sales promotions are effective mainly because they:
Build long-term loyalty
Create immediate purchase incentives
Reduce brand value
Replace advertising
Direct and digital marketing is characterized as:
Mass-oriented only
Customized, interactive, and immediate
Long-term only
Unmeasurable
A push promotion strategy focuses on:
Final consumers
Pushing products through channel members
Brand advertising
Social media
A pull promotion strategy aims to:
Pressure retailers
Stimulate consumer demand to pull products through channels
Reduce advertising
Lower prices
IMC requires that promotion tools:
Operate independently
Work together to reinforce brand messages
Compete internally
Replace one another
Socially responsible marketing communication requires firms to:
Maximize persuasion
Avoid deceptive and misleading practices
Use emotional manipulation
Focus on profits
Bait-and-switch advertising is:
Ethical persuasion
Competitive pricing
A deceptive and unethical practice
Legal promotion
Ethical personal selling requires salespeople to:
Disparage competitors
Offer bribes
Follow fair competition and honesty
Withhold information
Integrated marketing communications help firms to:
Reduce customer engagement
Build strong, consistent brand relationships
Eliminate promotion
Eliminate promotion
The IMC approach is especially important today because:
Consumers use one medium
Consumers are exposed to messages across many platforms
Advertising costs are low
Personal selling dominates
Effective IMC supports the customer journey by:
Focusing on awareness only
Moving customers from awareness to advocacy
Eliminating feedback
Reducing communication
The ultimate goal of integrated marketing communications is to:
Increase promotions
Reduce costs
Communicate customer value and build relationships
Maximize advertising reach
