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IMC and Advertising

Quiz by Al Wehrhahn

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28 questions
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  • Q1
    Promotion in the 4 Ps is covered by which of the following functions of marketing?
    IMC
    SWAT
    STP
    BCG Matrix
    30s
  • Q2
    The three elements in the IMC strategy are
    segmentation, channels, ROI
    the consumer, channels of communication, evaluation of results
    internet marketing, managing customer relationships, consultation
    internet, marketing, communication
    30s
  • Q3
    A model of the series of mental steps consumers move through as a result of marketing communications .
    BCG
    MCDP
    AIDA
    SWOT
    30s
  • Q4
    When consumers mention a specific brand first when asked about a product
    aided recall
    top-of-mind awareness
    product breadth
    family brands
    30s
  • Q5
    Measuring the effectiveness of campaigns can be tough, complicated by a delayed response to IMC known as
    STP
    the lagged effect
    delayed gratification
    graduated brand response
    30s
  • Q6
    The most prolific and visible of IMC elements to consumers is
    advertising
    sales promotions
    personal selling
    public relations
    30s
  • Q7
    Special incentives or excitement-building programs that encourage the purchase of a product or service.
    sales promotions
    public relations
    direct marketing
    advertising
    30s
  • Q8
    Sales and promotional techniques that communicate with, and deliver promotional materials to, target customers individually to elicit a response.
    direct marketing
    personal selling
    AIDA
    advertising
    30s
  • Q9
    A traditional media metric that measures how often the target audience is exposed to a communication within a specified period of time.
    click-through ratio
    gross rating points
    frequency
    ROI
    30s
  • Q10
    A metric that looks at the percentage of the target population that is exposed to a specific IMC at least once.
    ROI
    STP
    reach
    gross rating points
    30s
  • Q11
    Advertising is synonymous with marketing.
    false
    true
    30s
  • Q12
    Paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, either now or in the future.
    promotion
    marketing
    public relations
    advertising
    30s
  • Q13
    The first step in planning and executing an ad campaign is to
    evaluate and select media
    create the ads
    ID your target audience
    set a budget
    30s
  • Q14
    Marketing strategy designed to increase demand by motivating sellers to highlight and promote the product rather than products of competitors.
    pull marketing
    B2B
    mass marketing
    push marketing
    30s
  • Q15
    Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.
    brand buster advertising
    reminder advertising
    persuasive advertising
    informative advertising
    30s

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