Click on the box next to each answer. Keep track of your own score.

1. The concept of Integrated Marketing Communications consists of:
   • A. IMC. INCORRECT Read the question!  "IMC" is shorthand for this term of art, but that doesn't answer the question. 
   • B. product, price, promotion, and distribution. INCORRECT Yikes!  That's the 4Ps, AKA the marketing mix.  
   • C. advertising, publicity, sales promotion, personal selling. MAYBE CORRECT some of us would consider this to be the correct answer   while some textbooks consider another answer to be   the correct answer.  The "promotion mix"   consists of these four elements.    The term IMC is relatively new (it's been in use   for less than two decades), and there is as yet   no agreed-upon definition. Try another answer to see how some textbook authors   define IMC.
   • D. advertising, direct marketing, sales promotion, publicity. MAYBE CORRECT See Answer C regarding the newness and lack of an   agreed-upon definition of IMC.  Some textbook   authors seem to ignore a wide variety of personal   selling activities as important to promotion and   substitutes direct marketing - which includes a   lot of activities that many would say are issues   of distribution, not promotion or communication.   YouTube, MySpace, FaceBook, and "viral marketing"   are teaching us that IMC includes a whole lot of   activities that don't fit neatly into the   categories of either Answer C or Answer D.    That is, we know that both definitions in Answer C   and Answer D cannot completely account for all   IMC activities.  Give us another decade or   so to figure it out.
2. Telemarketing is a form of:
   • A. personal selling. MAYBE Actually, this is one correct answer.  Telemarketing IS  a form of promotion that involves a personal,  two-way, interactive kind of communication.  However, according to some textbook authors,  another answer is the correct one.
   • B. sales promotion. INCORRECT  
   • C. public relations. INCORRECT  
   • D. direct marketing. MAYBE This is the correct answer according to some textbooks.  Direct marketing, however, is perhaps better  defined in the context of distribution channels;  direct marketing has to do in part with the  function of channel intermediaries in a relatively  short channel.  Telemarketers could be used in  distribution channels that are not necessarily so  short.  See Answer A as a potentially more correct  answer.  Rather than think that this is part of  some confusing philosophical debate, however, make  the mental note that many of the terms of art that  are used by marketers can have subtle differences  in meaning that depend on contextual usage.
3. A directly paid form of nonpersonal communication by an identified sponsor is a definition for:
   • A. advertising. CORRECT *Directly paid* is an important distinction between   advertising and publicity or public relations.
   • B. publicity. INCORRECT This is indirectly paid and we often cannot identify a   sponsor.  E.g., the university pays a publicity   person, but when the newspaper runs an article   about, say, a class consulting project that my   students conducted, the university doesn't directly   pay for that and readers wouldn't see the university   as directly sponsoring that article.  Positive   promotion results nonetheless.
   • C. sales promotion. INCORRECT
   • D. personal selling. INCORRECT
4. Judy is preparing a marketing plan in the hopes of getting a loan to open a pizza shop.  To rough out an advertising budget, she looks through the newspaper and the telephone yellow pages to see what existing pizza shops in the area are doing.  Generating an advertising budget in this way would be called:
   • A. objective and task approach. INCORRECT Judy might want to invest a lot into sales promotions -   short term purchase incentives - at the start-up   of her business in order to make sure that the   shop has immediate crowds of customers.    If there is a university nearby, she could consider   putting a single photocopied page with a few   coupons under every car's windshield wiper on the   parking lot.  Knowing how many cars are in   the lot at any given time tells her how many of   these sheets to print, giving her the budget for   this short-term campaign.  Judy knows her   objective, the task for reaching it, and the cost   of that task.
   • B. percentage of sales approach. INCORRECT This approach doesn't belong under the heading of   *advertising* budgets, and most textbooks give   either criticism of this as a ridiculous way   to set a budget or give ridiculous examples of   how it is used in advertising.  In advertising, it makes no sense that when your sales   go up, you should budget more, and when sales   decline, you should spend less - that's generally   just plain bass ackwards.  It DOES make sense, however, that you would budget   more for *promotion* expenses if you are   compensating a sales force; in many situations,   getting more sales requires more salespeople,   and the resulting higher sales requires more   salespeople to service the new accounts.    THAT works out to be a budget that is based on   a percentage of sales needed or a percentage of   what sales are.  But it's not an advertising   budget because personal selling is not, by   definition, advertising.
   • C. competitive parity approach. CORRECT Judy's assumption is that whatever is working for existing   shops in the neighborhood is probably a reasonable   strategy at least for roughing out a plan and   associated budget.  (Note that her promotion   strategy right at start-up, however, might have to   be different and more intense.)
5. Communication activities that provide extra incentives to customers to achieve short term objective is a definition for:
   • A. advertising. INCORRECT Advertising often (although not always) has a long term  objective to inform, persuade, and/or remind people  about a product. A short-term incentive to induce  a purchase defines another element of promotion.
   • B. publicity. INCORRECT The general objectives of publicity are closer to those   of advertising.
   • C. sales promotion. CORRECT The function of sales promotion is not, for the most  part, to inform, persuade, or remind (see Answer A).  The function of coupons, deals ("putting  something on sale"), rebates, and such is to  provide a short-term incentive to get people to  try something rather than to try to persuade them  that the product is in some way better than  competing products. Coupons used for breakfast  cereal as a way to get buyers to switch brands;  the marketer's expectation is that some of those  who use coupons the first time or two will continue  to use the brand without a coupon.
   • D. personal selling. INCORRECT Sales promotion strategies are often coordinated with   personal selling activities.  E.g., sales   people are often the ones who set up the POP   displays in retail stores, who offer deals   (temporary price reductions) to store managers,   and such.  But the objectives of personal   selling activities are almost always associated   with establishing and maintaining long term   relationships, not short term incentives.
6. Objective and task, percentage of sales, competitive parity, and such are methods to:
   • A. decide how to set a promotion budget. CORRECT study these on your own.  
7. POP (or POS) promotion is:
   • A. a form of advertising. INCORRECT  
   • B. a form of public relations. INCORRECT  
   • C. a form of personal selling. INCORRECT  
   • D. a form of sales promotion. CORRECT  
8. A firm that is building a new production facility in northeast Georgia writes a 2500 word feature article that is sent to regional and local media outlets; newspapers are free to print the article in part or in entirety.  This is:
   • A. a form of advertising. INCORRECT  
   • B. a form of public relations. CORRECT  
   • C. a form of personal selling. INCORRECT  
   • D. a form of sales promotion. INCORRECT  
9. The toy that comes with a McDonald's Happy Meal is:
   • A. a form of advertising. INCORRECT  
   • B. a form of public relations. INCORRECT  
   • C. a form of personal selling. INCORRECT  
   • D. a form of sales promotion. CORRECT It is a short term incentive   to induce purchase.
10. Loyalty programs, such as frequent-flyer miles, discounts for customers who carry a retail store membership card, and such are:
    • A. forms of advertising. INCORRECT  
    • B. forms of public relations. INCORRECT  
    • C. forms of personal selling. INCORRECT  
    • D. forms of sales promotion. CORRECT  
11. Route salespeople often provide a "deal" to retail store managers who are expected to pass part of the deal to retail customers as a price markdown or sale.  This is a form of sales promotion that is called:
    • A. publicity. INCORRECT  
    • B. a commission. INCORRECT  
    • C. a trade promotion. CORRECT  
    • D. co-branding. INCORRECT  
12. For companies marketing business-to-business products, the largest part of the promotion budget is often:
    • A. advertising INCORRECT This is often the largest part of the promotion for final   consumer products.  The reason is that advertising   can be an effective way to reach the large target   audiences that we tend to find for consumer products.   Advertising is often less efficient for reaching   the smaller, more dispersed business markets   in which the buying process is more complicated.
    • B. publicity INCORRECT  
    • C. sales promotion INCORRECT Sales promotion is often an important adjunct to personal   selling activities. Try Answer D.
    • D. personal selling CORRECT Answer A would be a better choice for consumer markets,   but personal selling is more effective for reaching   markets that are smaller and more diverse   geographically, and for informing, reminding, and   persuading prospects and customers who have more   complicated needs.
13. In terms of distribution and promotion activities, Amway, Mary Kay, and Tupperware rely primarily on:
    • A. direct marketing. CORRECT These organizations rely on relatively short distribution   and communication channels; there is essentially   one sales representative separating the household   consumer and the brand organization.  We tend   to also associate this term with the home shopping   TV advertisements and with catalog sales.    We would not associate this term, however, with   retailers(e.g., Wal*Mart), even though the   distribution channel could be equally short.
    • B. sales promotion. INCORRECT
    • C. advertising. INCORRECT A relatively small proportion of the promotion budget for  these marketers goes toward advertising.
    • D. flighting. INCORRECT Flighting has to do with how advertising is scheduled.
14. TV, radio, billboards, and newspapers are different:
    • A. forms of publicity. INCORRECT These might be used as *outlets* for publicity.
    • B. elements of the promotion mix. INCORRECT elements of the promotion mix are advertising, publicity,  personal selling, and sales promotion.
    • C. elements of IMC INCORRECT See Answer B; until we (marketers) figure out just what   constitutes IMC, I'm using "promotion mix" and   "IMC" as having the same meaning.
    • D. media CORRECT
15. Viral marketing and buzz marketing are forms of:
    • A. promotions that have gone out of control. INCORRECT This isn't necessarily a silly answer.  Viral marketing   and buzz marketing have to do with how people can   start talking about a product (or person, place,   idea, etc.) and how that talk starts to spread by   itself as people talk to each other.  While this   answer is not a *definition* of viral marketing or   buzz marketing, the message goes out of the control   of the marketer once released to the wild, and it   could morph into something that the marketer didn't   intend or want.
    • B. Word of Mouth (WOM) promotion. CORRECT See Answer A for an explanation of viral marketing and   buzz marketing.  With WOM promotion, the marketer   often attempts to influence "opinion leaders"   who might continue to talk positively about the   product.  People who work in IT departments are   often given free subscriptions to magazines   containing advertising that is intended to influence   technical people who are seen by others as sources   of advice (opinion leaders).
    • C. publicity or public relations strategies. INCORRECT Actually, viral marketing and buzz marketing could be   seen as forms of publicity or public relations   strategies -- they generally aren't directly paid   forms of promotion, they generally don't have an   identifiable sponsor once released to the wild,   and the marketer loses control over them once they   are released.  See Answer A for more explanation.  
    • D. direct marketing. INCORRECT Not even close.  
16. Flighting has to do with:
    • A. how advertising is scheduled. CORRECT A flighting schedule has to do with how the advertiser   puts together cycles of more and less advertising.   Although it might seem that some brands are   constantly advertised on TV, most generally do not.   Continuous advertising can lead to *ad wearout*,   whereby the effects of the ad to inform, persuade,   and remind are diminished or could "boomerang."   (Boomerang means that the promotion can have the   opposite effect of what was intended; e;g;, people   who see an advertisement too much might start   forming a negative attitude toward the product.   Yikes!)
    • B. how competition causes competitors to leave a target market. INCORRECT
    • C. selection of media combinations (e.g., radio + newspaper). INCORRECT
    • D. competitive parity. INCORRECT
17. In managing a sales force, quotas are used to provide:
    • A. a means to calculate territory workload. INCORRECT
    • B. a means to determine optimal sales force size. INCORRECT
    • C. a means to determine optimal territory size. INCORRECT
    • D. incentives and benchmarks for comparison. CORRECT
18. Norm is an agent with Northwestern Mutual Life Insurance Company.  He spends a lot of his time looking for businesses that need the products that this company sells.  Today, for example, he obtained a referral to a law firm in which the partners want to purchase insurance on each other in order to ensure that the firm can buy out a partner's interest if anything should happen to that partner.  These activities are associated with:
    • A. closing. INCORRECT  
    • B. sales promotion. INCORRECT  
    • C. prospecting. CORRECT  
    • D. direct marketing. INCORRECT  
19. The primary objective in personal selling is to close the sale.
    • A. true INCORRECT An advantage of personal selling over other   forms of promotion is the ability to   close the sale.  But not every   sales call, every selling situation,   or every personal selling job requires   "closing." Pharma sales reps, for   example, typically don't close sales of   pharmaceuticals to physicians; they   promote new and existing products on   the hope that physicians will write   prescriptions for the products that   they promote.
    • B. false CORRECT E.g., consider relationship selling.  
20. Advertising on television is making use of a:
    • A. push strategy. INCORRECT  
    • B. pull strategy. CORRECT  
21. Newspapers, radio, and television are forms of:
    • A. media scheduling. INCORRECT  
    • B. sponsorship. INCORRECT  
    • C. promotion media. CORRECT  
    • D. product placement. INCORRECT  
22. Getting one's product to appear in a movie, video game, or college textbook is a strategy associated with:
    • A. media scheduling. INCORRECT  
    • B. sponsorship. INCORRECT  
    • C. promotion media. INCORRECT  
    • D. product placement. CORRECT  
23. Harry's Hardware pays for uniforms for a children's baseball team and has the tore's name printed on the back of the shirts.  This example illustrates:
    • A. media scheduling. INCORRECT  
    • B. sponsorship. CORRECT  
    • C. promotion media. INCORRECT  
    • D. product placement. INCORRECT  
24. Flighting and pulsing have to do with:
    • A. media scheduling. CORRECT  
    • B. sponsorship. INCORRECT  
    • C. promotion media. INCORRECT  
    • D. product placement. INCORRECT  
25. When completing the online registration of a new product, you check a box to indicate that you are willing to receive email promotions from this brand as well as from other marketers.  This is an example of:
    • A. permission marketing. CORRECT  
    • B. one-to-one marketing. INCORRECT One-to-one marketing has to do with creating an entirely   unique product or marketing program for each customer   in the target segment.
    • C. niche marketing. INCORRECT Niche marketing has to do with choosing a relatively   small but well-defined segment.
    • D. reciprocity. INCORRECT  
26. According to your professor, if you start an email list to periodically send promotions to customers that you believe would have an interest in your products, you should assure that you are not spamming customers by using:
    • A. a double opt-in. CORRECT  
    • B. an opt-out. INCORRECT  
    • C. a click through. INCORRECT  
    • D. a banner ad. INCORRECT  
27. Online advertising is often priced using:
    • A. Euros rather than dollars. INCORRECT  
    • B. a variable time-of-day fee schedule. INCORRECT  
    • C. PPC or pay-per-click pricing. CORRECT  
    • D. objective-and-task budgeting. INCORRECT  
28. The number of people who are exposed to an ad during a specified period is known as:
    • A. frequency. INCORRECT  
    • B. reach. CORRECT  
    • C. promotion pull. INCORRECT  
    • D. promotion push. INCORRECT  
29. Which of the following is an example of consumer sales promotion?
    • A. coupons and rebates. INCORRECT Another answer is better.
    • B. free samples and premiums. INCORRECT Another answer is better.
    • C. sweepstakes and contests. INCORRECT Another answer is better.
    • D. all of the above. CORRECT Be sure that you can recognize and define the variety of  activities that could be considered forms of sales  promotion.
30. An example of POP (or POS) display is:
    • A. an endcap. CORRECT POS stands for point of sale and generally can be used  interchangeably with POP.  
    • B. a billboard that promotes products next to a retail store. INCORRECT
    • C. a premium that is bundled with the main product package. INCORRECT
    • D. shelf space devoted to soft drinks, candy, and cigarettes. INCORRECT A POP display has to do with something that induces a  purchase, not with any particular product that  might be part of the display.
31. In managing a sales force, quotas are used to provide:
    • A. a means to calculate territory workload. INCORRECT  
    • B. a means to determine optimal sales force size. INCORRECT  
    • C. a means to determine optimal territory size. INCORRECT  
    • D. incentives and benchmarks for comparison. CORRECT