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Multiple Choice Quiz
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1
Brands are:
A)an image
B)a feeling
C)a perception resulting from experiences
D)a perception resulting from information about a product or company
E)All of the above
2
Marketing messages:
A)start with cost of production
B)influence management decisions
C)build a brand
D)reduce customer service expectations
E)All of the above
3
Advertising can:
A)reach large audiences
B)create brand awareness
C)help differentiate a brand from its competitors
D)build an image of a brand
E)All of the above
4
Coupons, small gifts, and other incentives are part of:
A)sales promotions
B)advertising
C)customer service
D)publicity
E)All of the above
5
One of the fastest growing media used in marketing communications is:
A)radio
B)newspapers
C)product placement
D)TV advertising
E)Outdoor boards
6
One of the goals of IMC is to overcome:
A)advertising costs
B)public relations problems
C)departmental silos with an organization
D)conflicts with manufacturing
E)the need for ongoing evaluation
7
Companies benefit from IMC through:
A)brand differentiation
B)increased brand trust
C)improved internal coordination
D)improved accountability
E)All of the above
8
IMC makes brand messages:
A)more relevant
B)more effective
C)more sensitive
D)less wasteful of media and personal time
E)All of the above





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