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1. One factor that has contributed to the growth of IMC is computerized databases.

True

2. One of the basic areas included in an IMC marketing plan is a target market analysis.
True

3. The marketing mix includes product, place, promotion, progress, and price.
False -- product, place, price, and promotion

4. The concept of IMC deals with engaging and building relationships with customers
using specific messages that are coordinated across all media outlets.
True

5. Coupons, rebates, and contests are incentives used in sales promotion.


True

6. IMC differs from traditional advertising in the way that it chooses promotional
vehicles.
True

7. National, service, corporate and business are all types of campaigns.


False-- national, service, corporate, and retail

8. The foundation for the development of the marketing plan is research.


True

9. The reason that Starbucks usually can charge more for a cup of coffee than other
retailers is mostly related to brand.
True

10. A benefit answers the question: "What's in it for me?"


True

11. Product positioning refers to the place that a product occupies in a consumer's mind
relative to other products.
True
12. The creative team includes an art director and a researcher.
False -- art director and copywriter

13. Sans serif typefaces should be avoided when designing an ad.


False -- avoid all caps, reverse copy, italics, and decorative faces

14. Baby boomers are not interested in making purchases online.


False

15. Behavioristic profiles look at the targets personal attributes that affect lifestyle
False -- Psychographics

16. The second phase in the design process is thumbnails.


True

17. The primary benefit of branding is that it makes products easier to distinguish from
one another.
True

18. A product needs to be repositioned when you want to change the way it is viewed in the
mind of the target .
True

19. Humor, fear, and fantasy are examples of emotional tones of voice.
True

20. In an IMC campaign, the common thread that will bind all communication efforts
together is the visual/verbal message.
True

21. An IMC campaign creates interactive opportunities to connect directly with the
targeted individual.
True
22. When developing a campaign, you should know as much as possible about the company
that transports the products.
False -- target individuals

23. Small businesses are the most common benefactors of an unpaid celebrity
spokesperson.
False -- charities

24. It is easier to find a creative direction when you know the product's attributes.
True

25. Consistency and repetitiveness are key to binding campaign pieces together.
True

26. When IMC uses public relations to promote a brand, it's known as product public
relations.
False -- Marketing Public Relations

27. News releases contain the latest news and information about a product or service in the
form of a finished news article.
True

28. In a brochure, multiple subheads will help to move the reader from one important point
to another.
True

29. In public relations, more commonly used message vehicles include news releases and
press kits.
True

30. Advanced news releases are known as pre- releases.


False -- embargos

31. If you create, distribute and tabulate a survey yourself, you are collecting primary data.
True
32. The following is a closed-ended question: What is the best way to make you aware of a
new product?
False -- open ended

33. The communication objective in a creative brief describes what the ad is supposed to
accomplish in terms of what the consumer should think, feel, or do.
True

34. The key consumer benefit in a creative brief can be a unique selling proposition or a big
idea.
True

35. The basic rule of thumb is three typefaces per design.


False -- two

36. A logo is one of the visual elements of a campaign.


True

37. Quantitative research uses open-ended questions that usually result in descriptions and
words about how people feel about something.
False -- Qualitative

38. ROI stands for return of incentives.


True

39. Helvetica is a sans serif typeface.


True

40. A creative brief is usually prepared by the copy writer.


False -- account executive

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