HARAMBE UNIVERSITY

DEPARTMENT OF MARKETING MANAGEMENT

MID EXAM FOR INTEGRATED MARKETING COMMUNICATION (2rd year Regular)
NAME------------------------------------------------ID.NO. -------------------SEC----------
Time given 90 min
GENERAL DIRECTION:
 Attempt all question & manage your time properly.
 Make sure that the exam has four parts: true/false, multiple choice, and discussion question.
 Don’t use a red pen, a pencil and mobile phone in exam hall in any means.
 Put your answer on provided answer sheet.
I. Write True If the statement is correct else state False
1. Marketing communications play an important role for all companies.
2. Interactive marketing communications, or simply IMC, is the philosophy and practice of
carefully coordinating a brand’s sundry marketing communications elements.
3. The integrated marketing communication process starts by determining the strengths and
weaknesses of the marketer.
4. Communication is the activity of conveying information through the exchange of thoughts,
messages, or information, as by speech, visuals, signals, writing, or behavior.
5. The receiver’s set of reactions after seeing, hearing, or reading the message is known as a
response.
6. The marketing communication process begins with identifying the audience that will be the
focus of the firm’s advertising and promotional efforts.
II. Multiple choice question (choose the best answer)
1. Price, product, place and promotion together form the: 
A. value. D. Integrated marketing communication
B. promotional mix. E. Distribution channel
C. marketing mix.
2. _____ involves coordinating the various promotional elements and other marketing activities that
communicate with a firm's customers. 
A. Marketing mix D. Sales promotion
B. Integrated marketing communications E. Mass media advertising
C. Relationship marketing
3. The central theme of the concept of _____ is that all of an organization's marketing and
promotional elements and activities communicate consistently and in a unified manner with its
customers. 
A. the marketing mix D. the promotional mix
B. exchange E. relationship marketing
C. integrated marketing communications
4. Which of the following is true about the Internet media? 
A.  It is considered as traditional media.
B.  It essentially allows for one-way communication.
C.  It enables marketers to gather valuable personal information from customers and prospects.
D.  The effect of using Internet media can be closely and precisely measured by advertising and
other forms of promotion.
E.  One major disadvantage of Internet media is that it cannot be integrated with other media
programs.
5. Another name for a company’s marketing communications mix is:
A. The advertising program. C. the image mix
B. The sales force. D. the promotion mix.
6. Current trends in communications and promotions indicate that companies are doing less:
A. Marketing and more promotion.
B. Broadcasting and more narrowcasting.
C. Selling and more advertising.
D. communication and more manipulation
7. The communications process should start with:
A. a basic belief about the communication piece.
B. an audit of all the potential contacts target customers have with the company and its brands.
C. an evaluation of the history of advertising used by the firm.
D. hiring communications experts to handle the communication problems of the firm.
8. A ________________ is a promotion strategy that calls for using the sales force and trade
promotion to move the product through channels.
A. push strategy C. blocking strategy
B. pull strategy D. integrated strategy
9. A __________________ is a promotion strategy that calls for spending a lot on advertising and
consumer promotion to build up consumer demand. If the strategy is successful, consumer
demand will move the product through the channel.
A. push strategy C. blocking strategy
B. pull strategy D. integrated strategy
10. Which of the following strategies is usually followed by B2C companies with respect to
promotion strategy?
A. push strategy C. blocking strategy
B. pull strategy D. integrated strategy
11. Which of the following strategies is usually followed by B2B companies with respect to
promotion strategy?
A. push strategy C. blocking strategy
B. pull strategy D. integrated strategy
12. Which of the following budget methods ignores the effects of promotion on sales?
A. affordable method C. competitive-parity method
B. percentage-of-sales method D. objective-and-task method
13. Which of the following promotional budget methods wrongly views sales as the cause of
promotion rather than as the result?
 A. affordable method C. percentage-of-sales method
B. competitive-parity method D. objective-and-task method
14. The most logical budget setting method is found in the list below. Which is it?
A. affordable method C. objective-and-task method
B. percentage-of-sales method D. competitive-parity method
III. Short Answer
1. Discus the 4 Traditional Response Hierarchy Models with the three awareness stages that explain
the consumer behavior

ANSWER SHEET

NAME__________________________________________ID.NO._________________SEC._______

True/false
1 1 11
2 2 12
3 3 13
4 4 14
5 5 15
6 6
7 7
8 8
9 9
10 10