Unit 4: Communicating Value - Practice Quiz

1 What is the main purpose of Integrated Marketing Communication (IMC)?

2 Which of the following is part of the promotion mix?

3 A consistent brand message means that the message is:

4 Which communication tool involves direct interaction with customers?

5 What is a primary benefit of using several communication tools together?

6 What is advertising?

7 Which medium is commonly used for advertising?

8 What is the main goal of public relations?

9 Which activity is an example of public relations?

10 Publicity is usually described as:

11 What is personal selling?

12 Which step usually comes first in the personal selling process?

13 What is the purpose of a sales presentation?

14 When a salesperson responds to a customer’s concern, this is called:

15 What does closing a sale mean?

16 What is sales promotion?

17 Which of the following is a consumer sales promotion?

18 What is a price-off promotion?

19 Which sales promotion gives customers a chance to win a prize?

20 Free samples are mainly used to:

21 A fitness brand promotes its new smartwatch through social media, retail displays, email, and influencer demonstrations. Each channel emphasizes a different product benefit, causing customers to misunderstand the product's main value. Which action best applies integrated marketing communication?

22 A company wants to measure whether its coordinated campaign is moving consumers from awareness to purchase. Which set of measures best reflects this progression?

23 A bank is launching a mobile payment service for university students. Research shows that students know about mobile payments but worry about security. What should be the campaign's primary communication objective?

24 A new organic snack company has a limited promotion budget and needs credible recommendations within several local communities. Which communication approach is most appropriate?

25 An appliance manufacturer communicates directly with consumers through digital advertising while also offering retailers incentives to stock and demonstrate its products. Which promotion strategy is it using?

26 A detergent brand wants consumers to understand that its concentrated formula requires half the usual amount per wash. Which advertising objective is most appropriate?

27 A company spends $80,000 on a digital campaign that produces 4,000,000 impressions. What is the campaign's cost per thousand impressions (CPM)?

28 After reports of a possible product defect appear online, a manufacturer needs to protect public trust. Which response best represents effective public relations?

29 A premium camera brand wants to explain complex features to a narrowly defined group of professional photographers. Which advertising medium is most suitable?

30 A charity's campaign receives extensive unpaid news coverage after publishing a respected research report. Why may this coverage be more persuasive than a paid advertisement?

31 Before meeting a hospital purchasing manager, a medical-equipment salesperson studies the hospital's current systems, decision makers, and budget cycle. Which step of the personal selling process is being performed?

32 A business customer says, "Your software costs more than the competing package." Which salesperson response best demonstrates effective objection handling?

33 A salesperson discovers that a restaurant loses money because its refrigerator frequently breaks down. Which presentation approach best follows solution selling?

34 A sales representative contacts existing clients after installation to confirm performance, arrange training, and resolve minor issues. What is the main purpose of these activities?

35 A sales manager rewards representatives only for quarterly revenue. Representatives begin offering unnecessary products that increase short-term sales but cause complaints. Which change would best align incentives with relationship selling?

36 A cereal brand wants consumers to try a new flavor but does not want to reduce its regular shelf price. Which sales promotion is most suitable?

37 A manufacturer pays retailers an allowance for placing a new beverage in prominent end-of-aisle displays. What type of sales promotion is this?

38 A clothing retailer runs discounts every weekend for six months. Sales rise during each event but fall sharply between events. Which explanation is most likely?

39 A coffee chain wants a promotion that encourages repeat visits rather than a single purchase. Which option best supports that objective?

40 An online store sends 10,000 promotional codes. Of these, 800 are redeemed, generating a contribution of $12 per redeemed order before promotion costs. The campaign costs $7,000. What is the campaign's net contribution?

41 A firm observes that its advertising produces strong awareness, its sales force generates qualified leads, and its social media receives high engagement, yet conversion remains weak. Which IMC diagnosis is most defensible?

42 A B2B technology company targets three segments: technical evaluators, financial approvers, and end users. Which IMC approach best reflects audience-centered integration?

43 A campaign increases website traffic and social engagement, but brand-lift research shows no improvement in perceived differentiation. Which conclusion is most appropriate?

44 A retailer uses coupons to stimulate trial, influencer content to build credibility, and email reminders to encourage repeat purchase. Which measurement design best evaluates the integrated program?

45 A company changes its slogan in television advertising but retains a different value proposition in its sales presentations and customer service scripts. What is the primary strategic risk?

46 A pharmaceutical advertisement claims that users experienced fewer symptoms, but the evidence comes only from a small self-selected survey. Which issue most directly threatens the advertisement's credibility?

47 A company faces a product-safety rumor spreading online. Which public relations response is most likely to protect long-term trust?

48 An advertising campaign has high recall but produces little change in purchase consideration. Which interpretation is strongest?

49 A brand sponsors an environmental initiative while its supply chain continues practices that contradict the campaign's claims. Which outcome is most likely when the inconsistency becomes public?

50 A firm compares advertising effectiveness using sales during a campaign but ignores a simultaneous competitor stockout. What is the main methodological problem?

51 A salesperson discovers that a prospect's stated need is reducing purchase price, but operational data show that downtime is the major cost driver. Which adaptive selling action is best?

52 During a complex sale, the purchasing manager supports a proposal, but the end users resist implementation and the chief financial officer remains unconvinced. What should the salesperson do next?

53 A salesperson qualifies a lead as having need and budget but no authority, access to decision makers, or implementation capacity. Which qualification judgment is most accurate?

54 A sales manager rewards representatives only for quarterly revenue. Representatives begin discounting heavily and neglecting renewals. Which redesign best aligns incentives with long-term customer value?

55 A salesperson receives an objection that a competing product has a lower purchase price. Which response best demonstrates consultative selling?

56 A consumer-goods brand repeatedly uses deep discounts. Unit volume rises during promotions, but full-price sales and brand preference decline. Which effect best explains this pattern?

57 A retailer evaluates a coupon campaign only by counting redemptions. Why might this overstate the promotion's incremental effectiveness?

58 A manufacturer offers trade discounts that distributors use to build inventory, but retail sell-through does not increase. Which evaluation is most plausible?

59 A company wants to encourage product trial while protecting a premium brand image. Which promotion is generally the most compatible with that objective?

60 A retailer runs a buy-one-get-one promotion but experiences stockouts, customer complaints, and little improvement in post-promotion retention. Which diagnosis best integrates these outcomes?