Tilak Education Society's

S.K. College of Science and Commerce, Nerul

SYBMS - 4th SEM MCQ Question Bank
Subject : Integrated Marketing Communication

UNIT - 1

The _________ acts as a source in the communication system as he or she seeks to convey a
message to a receiver.
channel
decoding
sender
noise

Hierarchy effect model developed by __________.

Robert Lavidge & Gary Steiner
Elton Mayo
Luther Gullick
Max Weber

The ultimate goal of IMC is to affect the behavior of the __________.

marketing
target audience
promotional
communicate

____________ is defined as a paid form of non-personal communication.

Advertising
Direct Markeing
Publicity
Interactive

The __________ is the method used to convey the message to the intended receiver.
channel
decoding
sender
noise

Which models are very useful to measure effectiveness of advertisements?

AIDA
Hierarchy
Traditional Response Hierarchy
Innovation Adoption
In Information processing model McGuire stressed on _____________ retention.
customer
employee
employer
manager
_____________ is a process of exchanging informtion, ideas, thoughts, speech, signals writing
or behavior.
Communication
Purchase
Promotion
Directing

_____________ is the most cost effective way to reach large number of customers.
Sales promotion
Advertising
Direct Markeing
Publicity

IMC concept was forst coined in __________.

1965
1969
1974
1989

_____________ brought in the change in the communication methods.

Internet Marketing
Personal Selling
Marketers
Mobile Marketing

DAGMAR is developed by ___________.

Elton Mayo
Luther Gullick
Russell Colley
Elmo Lewis

The ________ has brought media to a global audience.

search engine
internet
research
advertising

Which one of the following is not included in communication process in DAGMAR approach?
Awareness
Conviction
Action
Desire

In this approach a budgetary amount is established and then it is passed to many departments.
Top-Down Approaches
Bottom-Up Approaches
Traditional Approach
Marketing Approach

___________ are objectives that are used to draw customers attention to a product/service.
Sales
Communication
Promotional
Innovative

It is the repeat purchase in favor of a particular product.

Brand loyalty
Channel
Trial
Action
In ____________ marketing the organization communicate directly with target customers to
generate a response.
direct
indirect
target
none of the above

The AIDA model was presented by

Elton Mayo
Luther Gullick
Russell Colley
Elmo Lewis

Which Hierarchy model consist of learn - do - feel sequence?

Standard learning
AIDA
Attribution
Low-Involvement
This stage refers to the receivers feelings or the affect level - like or dislike for the particular
brand.
Cognitive
Affective
Conative
Alternative

The information processing model includes ______ steps.

4
5
6
8

Which one of the following is not included in cognitive stage?

Attention
Knowledge
Presentation
Action

___________ is the subject matter of communication.

Sender
Encoding
Message
Noise

Attribution Hierarchy is also referred as

Dissonance
Behavioural
Affective
Standard

UNIT - 2

________ are more units of the products sold at a lower price than if they were bought at the
regular single unit price.
Banded packs
Samples
Coupons
Exchange scheme

The __________ carry essential information of the products sold by the company.
Catalogues
dealers kit
price list
trading stamps

_________ strategy is called a pressure strategy.

Pull
Push
Promotion
Direct Marketing

______________ advertising is a type of public relations and advertising.

Institutional
Surrogate
Financial
Puffery

A __________ may be an individual or a firm having something to advertise.

direct marketer
dealer
sponsor
agent

Sales promotion consists of all the __________ offered to consumers and channel members to
encourage product purchase.
Incentives
Brokerage
Commission
Sampling
________ creates a short term increase in sales by motivating trial use and encouraging larger
purchases.
Sales Promotion
Marketing mix
Sampling
Branding

Firm uses __________ strategy when they target final consumer with promotion.
Pull
Push
Advertising
Promotion

_______ marketing is an effective way to connect with customers in an environment where

they are comfortable with receiving a promotional message.
Event
Campaign
Trade
Commerce

__________ advertising can help the company attract funds if they are planning to grow
business or make a major investment.
Financial
Public
Political
Private
An effective method of connecting with customers in a relaxed and fun-filled atmosphere is
______________
Banners
Event Marketing
Roadshows
Hoarding
__________ advertising is gaining highest popularity due to being a personal gadget of high
frequency use.
Desktop
Video games
Mobile
Newspaper

Trade show are one of the most common types of sales promotion in ________ market.
B2C
B2B
C2C
C2B

_______is the subset of the public realtion.

TRP
Publicity
Contest
Sampling

Sales promotion is often used in the growth and _________ stages of the product life cycle.
decline
initial
increasing
maturity

__________ is a means of informing and communicating essential information.

Sales Promotion
Marketing
Advertising
Public relations

__________ programs are also called continuity or frequency programs.

Loyalty
Identity
Event
Campaign

Which is the latest & fast developing medium of advertising?

Radio
Television
Outdoor
Film

________ advertisement refers to the messages.

Financial
Informative
Government
Classified

Which one of the following is not a scope of sales promotion?

Multiplicity by objectives
Multiplicity of levels
Multiplicity of trade
Multiplicity of tools

UNIT - 3

___________ appeal is directed to the consumer's sense of what is right & proper.
Moral
Emotional
Positive
Innovation
In ____________ marketing, goods are sold to consumers through different channels of
distribution.
indirect
direct
promotion
similar

___________ marketing helps to send information as reminders.

Mobile
SMS
Direct
Indirect

_________ are order placing machines.

Kiosk
ATM
Catalogues
Emails

____________ allows delivery of people based messages over telephone lines.

Fax mail
Email
Voice mail
SMS

___________ are advertisements in the form of news and reviews or articles.

E-mails
Magazines
Newsletters
Fax mail

Direct marketing is in itself a form of ___________.

sales promotion
publicity
advertising
public relations

Publicity refers to ____________ communication.

personal
non-personal
verbal
written

____________ are goods with high volume, low unit value and fast purchase
soft goods
FMCG
consumer durables
services

What is not true about digital marketing?

Digital marketing is any form of marketing products or services that involves electronic devices.
Digital marketing can be done online
Digital marketing cannot be done online
Digital marketing is often referred to as online marketing, internet marketing or web marketing.

Which one of the following is not included in Direct Mail Catalogues?

Print Catalogue
Online Catalogue
Mobile Catalogue
Single company Catalogue

The internet is now the most popular form of ______________.

communication
information
social network
entertainment

Which one of the following is not a disadvantage of Internet?

Spam mails
Virus attacks
Learning
Virtual world

Firms uses _______ from the traditional as well as modern perspective.

Public Relations
Publicity
Sales Promotion
Internet

________ should be made of thick or heavy grade of paper that will stand firm.
Posters
Banners
Table tents
Online

Who describes sponsorship?

Henry Fayol
Getz
Luther
Delens

Which one is the first step of selling process?

Approach
Research
Objectives
Prospecting
The __________ process is the series of steps followed by a salesperson while selling a
product.
manufacturing
producing
selling
casual
Which is known as time-honored technique?
Invitation
Calendar
Word-of-Mouth
Online

____________ include written material about the organization and its top people.
Press Kits
Audio Releases
Matte Releases
Website Press Room

Unit - 4

___________ research examines ads that have been launched.

Tracking
Marketing
Advertising
Selling

_________ test is a common copy testing technique.

Portfolio
Recall
Sales area
Ethics

Companies can e-advertise on ___________.

search engines
portals
blogs
banners
___________ are a moral principles and values that govern the actions and decisions of an
individual or group.
Personality
Lifestyle
Ethics
Childhood habits

__________ exist when a form makes an exaggerated statement about its goods or services.
Puffery
Stereotyping
Misleading
Surrogate
Most stereotypes tend to convey a ___________ impression.
positive
negative
zero
normal

POP full form -

Point of purchase
Print of purchase
Press of purchase
Protecting on promoting

_________ can occur in advertisements geared toward and containing children.

Puffery
Stereotyping
Misleading
Surrogate

Evaluation is done through testing, monitoring and ___________.

money
implementing
measurement
research

___________ deconstructs an ad to see what elements are working or not working.

Development research
Concurrent research
Post-Testing research
Diagnostic research

Advertising __________ is one of the best methods to test advertising effectiveness.

Tracking research
Development research
Concurrent research
Post-Testing research

_________ cards are one of the methods for measuring behaviours.

Reflective
Response
Regional
Regular

Which one of the following is not included in illegal issues?

Mistreating employees
Financial Misconduct
Misrepresentation
Communicative

Advertising is a type of ____________ speech.

commercial
entertaining
special
informative

What is the other name of copy testing?

Development research
Concurrent research
Post-Testing research
Evaluative research