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Integrated Marketing Communications Overview Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Page 1

Question 1 1. This marketing channel is a great place to receive feedback on your brand and engage in a two-way conversation with consumers.

Question 2 2. These marketing channels are quick ways to reach consumers directly with your marketing message:

Question 3 3. What is the overall purpose of integrating your marketing message across many channels?

Question 4 4. What is integrated marketing communications?

Question 5 5. Traditional marketing uses a/an _____ strategy of communications, whereas new marketing uses a/an _____ tactic.

Page 2

Question 6 6. Interactive marketing is defined as:

Question 7 7. This could be considered a disadvantage of using interactive marketing:

Question 8 8. These are among the mobile marketing options available for an interactive marketing strategy:

Question 9 9. This is an advantage of using interactive marketing:

Question 10 10. By interacting with your audience, you can create marketing and advertising that is _____ to your customers.

Page 3

Question 11 11. Which of the following is not a problem with marketing to the general consumer population?

Question 12 12. Which one of the following is the BEST example of niche marketing?

Question 13 13. Which of the following is the best explanation of a niche market?

Question 14 14. Which one of the following is NOT a reason for a business to enter into a niche market?

Question 15 15. Which one of the following is not one of the factors you must consider before attempting to enter a niche market?

Page 4

Question 16 16. Conversion rate tells you what?

Question 17 17. Tom is looking at the amount of sales he generated relative to the amount of money he invested in marketing. Which metric is Tom using?

Question 18 18. Used in pay-per-click campaigns, this number will tell you how many people saw your search engine ad:

Question 19 19. What is meant by a marketing metric?

Question 20 20. If your open rate is performing poorly for your email campaign, what could be a contributing factor?

Page 5

Question 21 21. Social Media is an Internet-based _____ communication tool.

Question 22 22. One of the benefits of using social media marketing is to post _____ of the products themselves.

Question 23 23. What type of social media communication can be a disadvantage to a retail store and possibly harm a brand's reputation?

Question 24 24. (IMC) incorporates the use of more than just _____ forms of marketing communication.

Question 25 25. Which of the following social media sites is the best choice for a clothing company to use to post images of products to improve sales?

Page 6

Question 26 26. A communication message is integrated when it _____.

Question 27 27. How can a sales force utilize an IMC message?

Question 28 28. IMC is an acronym for _____

Question 29 29. Why are integrated marketing communication plans so important to marketers ?

Question 30 30. How would Carla's Clothing implement IMC in her sales promotions ?

Integrated Marketing Communications Overview Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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