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Multiple Choice Quiz
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1
Companies, agencies, and media are called the __________ of IMC partners.
A)Strategic business units
B)Centralized marketing team
C)Golden triangle
D)Creative coordinators
E)Brand message deliverers
2
Product placement is:
A)the placement of ads in various media outlets
B)media buying services
C)the placement of products in entertainment programming
D)the use of subliminal advertising in TV programming
E)Putting products in the right distribution channels
3
The benefits of an in-house agency include all of the following except:
A)Control of costs
B)Control of the creative process
C)Receiving commissions paid to outside agencies
D)Greater access to creative talent
4
The weaknesses of an in-house agency include all of the following except:
A)Control of costs
B)Fewer creative personnel to interact with
C)Harder to attract a talent pool
D)less bargaining power with media
5
Which of the following is an example of nontraditional media?
A)painted buses
B)hot air balloons
C)sidewalk ads
D)cable TV ads
E)all of the above except D
6
The ultimate in marketing communication integration is a situation where:
A)There is no cost for advertising
B)Consumers know the product reducing MC costs
C)The medium is both the product and the message
D)A full-service agency truly is full-service
E)All of the above are MC integration dreams
7
Channel marketing recognizes the fact that marketing channel members:
A)Are obstinate
B)Control access to end users
C)Like sales promotions for final consumers
D)Offer rebates to media players
E)Integrate marketing messages throughout the advertising agency
8
The major reason for centralized organization of marketing activities is to:
A)Reduce costs
B)Expand creativity
C)Reduce the need for brand managers and area marketing executives
D)Maintain and reinforce brand-message consistency
E)All of the above are reasons for centralized organization of marketing activities.
9
MC agencies are compensated through:
A)Commissions
B)Fees
C)Retainers
D)Markups
E)All of the above
10
Which of the following is a benefit of the cross-functional IMC team?
A)To make sure the big creative picture is integrated in all messages
B)To ensure consistency in all brand messages
C)To coordinate timing and scheduling of the various MC programs
D)A place where budgets can be reallocated as situations demand
E)All of the above
11
Traditionally, marketing communications were dominated by advertising agencies.
A)True
B)False
12
Account managers act as the liaison between consumers and the agency.
A)True
B)False
13
Traffic managers control the flow of work through the approval and production process.
A)True
B)False
14
Integration of MC is primarily driven by the needs of clients.
A)True
B)False
15
In decentralized marketing responsibility is assigned by brand or geographic area.
A)True
B)False





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