Question 1

A key to a successful IMC campaign is ________.

Accepted Answer

A)  the use of advertising messages
B)  the use of public relations techniques
C)  direct mail
D)  sending one clear message
E)  free balloons for the kidsF) B) and D)
G) A) and E)

Question 2

Which of the following is not one of Robert Lauterborn's four C's of IMC?

Accepted Answer

A)  consumer commitment
B)  consumer wants and needs
C)  consumer's cost
D)  convenience to buy
E)  communicationF) D) and E)
G) None of the above

Question 3

Database marketing in the European Union ________.

Accepted Answer

A)  has the same privacy standards as those in the United States
B)  has different privacy standards from those in the United States
C)  has no privacy standards
D)  is illegal
E)  is called "relationship marketing"F) C) and E)
G) B) and D)

Question 4

The process of seeing if an organization is ready for an IMC campaign is called ________.

Accepted Answer

A)  a communications audit
B)  quantitative research
C)  an IMC audit
D)  focus group research
E)  a reality checkF) A) and B)
G) B) and E)

Question 5

Public relations is different from marketing because ________.

Accepted Answer

A)  marketing focuses only on consumers
B)  public relations focuses on more than one public
C)  people know the difference between marketing and public relations messages
D)  A and B
E)  None of the above.F) B) and E)
G) A) and E)

Question 6

At the heart of a successful IMC campaign is one clear message directed to individuals.

Accepted Answer

A) True 
 B)False

Question 7

Why are team players essential to a successful IMC campaign?

Accepted Answer

A successful IMC program requi...

Question 8

Marketing is the use of controlled media in an attempt to influence the actions of targeted publics.

Accepted Answer

A) True 
 B)False

Question 9

What is integrated marketing communications?

Accepted Answer

Integrated marketing communications (IMC...

Question 10

How does IMC differ from mass marketing?

Accepted Answer

IMC practitioners focus on individual cu...

Question 11

What role do computer databases play in consumer-focused marketing?

Accepted Answer

Computer databases have become an indisp...

Question 12

Public relations is part of a broader discipline known as integrated marketing communications.

Accepted Answer

A) True 
 B)False

Question 13

Traditional tactics in marketing public relations include ________.

Accepted Answer

A)  blogs and interactive websites
B)  advertising
C)  billboards
D)  All of the above.
E)  None of the above.F) A) and E)
G) A) and B)

Question 14

An IMC audit ________.

Accepted Answer

A)  analyzes the communications network used in marketing
B)  evaluates an organization's customer databases
C)  identifies and prioritizes key stakeholder groups
D)  All of the above.
E)  None of the above.F) All of the above
G) C) and D)

Question 15

The use of controlled media to influence the actions of targeted publics is ________.

Accepted Answer

A)  marketing
B)  public relations
C)  advertising
D)  promotion
E)  IMCF) All of the above
G) A) and E)

Question 16

An information-bearing experience that a customer or prospect has with a product,service,or the market that relates to that product or service is known as a ________.

Accepted Answer

A)  pitch
B)  message
C)  sale
D)  contact
E)  double jeopardyF) A) and B)
G) B) and E)

Question 17

What is marketing public relations?

Accepted Answer

Marketing public relations is ...

Question 18

The process of researching,creating,refining,and promoting a product or service and distributing it to targeted consumers is ________.

Accepted Answer

A)  marketing
B)  public relations
C)  advertising
D)  promotion
E)  IMCF) B) and C)
G) C) and D)

Question 19

In their controversial book The Fall of Advertising and the Rise of PR,Al and Laura Ries wrote that ________.

Accepted Answer

A)  PR is more successful than advertising when launching brands.
B)  the days of the advertising industry are numbered
C)  PR has more credibility than advertising
D)  A and B
E)  B and CF) A) and B)
G) C) and E)

Exam 13: Public Relations and Marketing

In their controversial book The Fall of Advertising and the Rise of PR,Al and Laura Ries wrote that ________.

Correct Answer
verified

Which of the following is not one of Robert Lauterborn's four C's of IMC?

Correct Answer
verified

Traditional tactics in marketing public relations include ________.

Correct Answer
verified

Why are team players essential to a successful IMC campaign?

Correct Answer
verified
A successful IMC program requi...
View Answer

Database marketing in the European Union ________.

Correct Answer
verified

Marketing is the use of controlled media in an attempt to influence the actions of targeted publics.

Correct Answer
verified

An IMC audit ________.

Correct Answer
verified

How does IMC differ from mass marketing?

Correct Answer
verified
IMC practitioners focus on individual cu...
View Answer

What is marketing public relations?

Correct Answer
verified
Marketing public relations is ...
View Answer

Public relations is part of a broader discipline known as integrated marketing communications.

Correct Answer
verified

What is integrated marketing communications?

Correct Answer
verified
Integrated marketing communications (IMC...
View Answer

An information-bearing experience that a customer or prospect has with a product,service,or the market that relates to that product or service is known as a ________.

Correct Answer
verified

The use of controlled media to influence the actions of targeted publics is ________.

Correct Answer
verified

What role do computer databases play in consumer-focused marketing?

Correct Answer
verified
Computer databases have become an indisp...
View Answer

Public relations is different from marketing because ________.

Correct Answer
verified

At the heart of a successful IMC campaign is one clear message directed to individuals.

Correct Answer
verified

The process of seeing if an organization is ready for an IMC campaign is called ________.

Correct Answer
verified

A key to a successful IMC campaign is ________.

Correct Answer
verified

The process of researching,creating,refining,and promoting a product or service and distributing it to targeted consumers is ________.

Correct Answer
verified

Exam 13: Public Relations and Marketing

In their controversial book The Fall of Advertising and the Rise of PR,Al and Laura Ries wrote that ________.

Correct AnswerverifiedShow Answer

Which of the following is not one of Robert Lauterborn's four C's of IMC?

Correct AnswerverifiedShow Answer

Traditional tactics in marketing public relations include ________.

Correct AnswerverifiedShow Answer

Why are team players essential to a successful IMC campaign?

Correct AnswerverifiedA successful IMC program requi...View AnswerShow Answer

Database marketing in the European Union ________.

Correct AnswerverifiedShow Answer

Marketing is the use of controlled media in an attempt to influence the actions of targeted publics.

Correct AnswerverifiedShow Answer

An IMC audit ________.

Correct AnswerverifiedShow Answer

How does IMC differ from mass marketing?

Correct AnswerverifiedIMC practitioners focus on individual cu...View AnswerShow Answer

What is marketing public relations?

Correct AnswerverifiedMarketing public relations is ...View AnswerShow Answer

Public relations is part of a broader discipline known as integrated marketing communications.

Correct AnswerverifiedShow Answer

What is integrated marketing communications?

Correct AnswerverifiedIntegrated marketing communications (IMC...View AnswerShow Answer

An information-bearing experience that a customer or prospect has with a product,service,or the market that relates to that product or service is known as a ________.

Correct AnswerverifiedShow Answer

The use of controlled media to influence the actions of targeted publics is ________.

Correct AnswerverifiedShow Answer

What role do computer databases play in consumer-focused marketing?

Correct AnswerverifiedComputer databases have become an indisp...View AnswerShow Answer

Public relations is different from marketing because ________.

Correct AnswerverifiedShow Answer

At the heart of a successful IMC campaign is one clear message directed to individuals.

Correct AnswerverifiedShow Answer

The process of seeing if an organization is ready for an IMC campaign is called ________.

Correct AnswerverifiedShow Answer

A key to a successful IMC campaign is ________.

Correct AnswerverifiedShow Answer

The process of researching,creating,refining,and promoting a product or service and distributing it to targeted consumers is ________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
A successful IMC program requi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
IMC practitioners focus on individual cu...
View Answer

Correct Answer
verified
Marketing public relations is ...
View Answer

Correct Answer
verified

Correct Answer
verified
Integrated marketing communications (IMC...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Computer databases have become an indisp...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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