Integrated Marketing Communication and Advertising Exam
Integrated Marketing Communication and Identity
1. Which of the following statements refers to integrated communication?
b) Coordinates communication variables with marketing mix variables.
2. When referring to the raison d’être as the personality and essence of an organization, we are talking about:
c) Corporate identity.
3. Point out the correct answer in relation to the causes of the rise of commercial communication:
d) All of the above are correct.
4. Which stages of the purchase decision process are most influenced by advertising?
a) Problem recognition and evaluation of alternatives.
5. The conscious response that refers to the act of buying itself is:
a) Behavioral response.
6. Point out the incorrect answer in relation to the grounds of persuasion:
c) It is prior to capturing and maintaining the attention of consumers.
7. “The repeated association of unconditioned stimuli with conditioned stimuli leads to the conditioned stimulus eliciting a conditioned response” is a premise of:
a) Classical conditioning.
Consumer Receptivity and Purchase Decisions
8. In relation to the four degrees of consumer receptivity to advertisements:
d) Search occurs when consumers strive to gather information about different brands of the product they want to buy.
9. What component of the ad seeks to attract the attention of the audience and introduce the message?
a) Headline.
10. Regarding the design and placement of the ad to attract attention, indicate the incorrect answer:
c) The position of the ad on the right side of the intermediate pages is more efficient than on the first pages.
11. Point out the correct statement regarding the creation of an integrated marketing communication in a company:
d) All answers are correct.
12. In relation to the levels of market response to the advertising action, indicate the correct response:
b) The affective response includes specific mental processes such as attitudes and emotions.
13. Point out the correct statement (degree of receptivity of consumers):
d) All answers are correct.
14. What is advertising for?
d) All of the above are correct.
15. The exchange process:
d) A and C are correct.
16. The students of the subject of Business Creation in Commerce and Marketing have developed a very innovative product with the aim of greatly changing the tourism security sector. What aspects of commercial marketing communication have you achieved with your new product?
c) Inform, persuade, remind, and take a position.
17. How many main communication instruments are there within Integrated Communication?
b) 5.
18. What is the second link in the purchase decision and commercial communication process?
c) Information search.
19. In which parts of the purchase decision process does advertising have the greatest influence?
b) Problem recognition, evaluation of alternatives, and purchase/non-purchase decision.
Marketing Tools and Persuasion Theory
20. Ramón is a car lover and, at night, watching TV during an advertising break for his favorite series, he is about to change the channel to see what they are showing on the other channels when, suddenly, an advertising spot for the new model of a well-known car brand appears on the screen. According to the fundamentals of attention, what principle of selective attention has influenced Ramón?
b) Preference.
21. Point out the correct answer:
c) The process of exchange between two parties includes research, identification, selection, and concentration in groups of consumers with similar characteristics to whom a valuable product/service is offered through various distribution channels at an appropriate price to satisfy an unmet need.
22. Corporate identity is:
b) Who I am.
23. What element is not part of external coherence?
b) Public relations.
24. Which response of the receiver is less conscious and slower?
c) Affective.
25. Order of the three levels of market response to advertising actions:
a) Know – Evaluate – Act.
26. Involvement depends on:
a) The context, the message, the individual, and the advertised brand.
27. Degrees of consumer receptivity to advertisements:
d) All are correct.
28. What are the main communication tools?
b) Advertising, sales promotion, public relations, direct marketing, and personal selling.
29. Which of the following is NOT a relevant set of persuasion?
d) The answer.
30. According to the theory of the degree of adaptation, which of the following stimuli are involved in this theory?
d) All of the above answers are correct.
Operational Marketing and Media Channels
31. Point out the false statement:
b) In mass consumption products, distribution has been losing more and more importance.
32. Operational marketing refers to:
a) Action.
33. When we talk about the corporate identity of a company, we refer to:
d) The company’s raison d’être and personality.
34. Promotional tools are used based on:
d) All answers are correct.
35. Product Placement is a form of advertising characteristic of:
a) The TV.
36. An advertising group is:
a) Two or more autonomous agencies.
37. What is NOT a reason to have a full-service agency?
a) Independent agency dedication to advertiser’s budget.
38. One of the drawbacks of radio is:
d) Message transience.
39. Corporate identity:
e) A and B are correct.
40. The corporate image:
c) It is the psychological conception that a person has towards an entity in which he or she is a child.
41. Sponsorships and public relations are:
c) Massive variables with communicative emphasis.
42. If an individual prefers one trademark to another, by the mere recognition towards the chosen brand, we are facing:
c) Cognitive response.
Advertising Strategy and Memory
43. A conditional response occurs when:
c) It is associated with a conditioned stimulus and a non-conditioned stimulus.
44. When a company wants to persuade its consumers, it has to:
d) All are correct.
45. With respect to the methodology for the creation of an advertising message, as well as its strategy, we can affirm that the briefing:
a) It is a basic document at the beginning and of great importance for the development of the campaign, so it is highly recommended to always do it.
46. Which of these variables cited below is not a quantitative criterion of media selection?
d) Budget.
47. The mental faculty of retaining information in lasting memory is:
a) The retentive.
48. The argument that protects the image that consumers have of a trademark, alerting them and helping them defend themselves from an opponent’s attack, is called:
b) Preventive.
49. It is the channel through which communication runs:
c) Advertising medium.
50. It is the channel through which communication runs:
c) Advertising medium.
Agency Regulation and Argumentation
51. Service companies that are responsible for establishing the company’s communication advertiser with their target audience in a professional way:
d) Advertising agencies.
52. Which of these statements is true?
b) Media planning selects the spaces where the media will insert the ads.
53. Regarding the remuneration of advertising agencies, the first method applied was:
a) The commission.
54. Point out the correct statement:
c) Advertising takes into account regional regulations.
55. The set of norms that do not have the rank of law or legal norm, because they have not been drawn up by Parliament but by an association, and which are a control that comes from the advertising industry itself to seek good advertising, receives the name of:
c) Self-regulation.
57. Argumentation that refers directly to the concerns of the audience; it is only advisable under certain conditions: negative belief about the brand is very extended or lasting, unambiguous facts, opponent attack… The brand must provide new and clear information that refutes the unfavorable arguments:
d) Rebuttal argumentation.
58. One method of arousing emotions is:
a) Humor.
59. The dishwasher brand Fairy, in one of its advertising campaigns, uses two fictional towns competing for the best paella. When washing dishes, one village chooses to use Fairy while the other uses any soap. The voiceover of the ad uses the following phrase: “The anti-grease miracle”. The strategy of the arguments carried out by the brand is:
b) Comparative argumentation with a competitive position.
60. Determine which of the following statements about perception is correct:
b) In the synthesis phase, a meaning is arrived at from interpretations of external stimuli and memorized information.
Media Research and Advertising Ethics
61. In relation to the characteristics of the audience, if we have a potential consumer who has a high motivation and low ability to process information, use:
b) Experts.
61. Memorization is the ability to remember information that one has been exposed to in the past. There are two types:
a) Momentary memory and lasting memory.
62. The basic advertisement has different forms depending on the means used. If we are talking about graphic media (such as the press), what name does it receive?
b) Layout.
63. Of what advertising medium is the advertisement characteristic as an advertising form?
a) Television.
64. Alimerka’s leaflets that come every Sunday inside the newspaper “La Nueva España” are…
a) A commercial advertisement.
65. The ultimate objective of advertising communication:
d) Influencing the sale: that consumers know the product, that they feel something towards it, and whether they buy it or not, according to our objective.
66. Which of the following elements is a resource of the image?
b) Typography.
67. The lottery advertisement…
a) Excessive intensity can lead to not remembering the product.
68. The lottery advertisement…
a) Excessive intensity can lead to not remembering the product.
69. Which of the following definitions explains the concept of retentive memorization?
a) Mental faculty of retaining information in lasting memory.
70. In what respects do EGM and media research conducted by KANTAR MEDIA differ?
b) They’re all true.
71. Which of the statements is false?
a) The effects of the “low involvement theory” can be solved by saturating the consumer with a number of ads.
72. INFOADEX:
a) It provides information on the investment in communication made by enterprises.
73. Greenpeace protests against ADIDAS for the use of polluting substances…
c) Refutational.
74. Attention is the act of fixing the senses on the messages or stimuli received from the outside. From this point of view, it is relevant:
e) The principle of selective attention, the degree of receptivity of consumers, and capturing consumer attention.
75. Point out the true statement considering what has been studied in class about unfair advertising:
a) Unfair advertising is that which contains false information about the characteristics of the goods.
76. As established by the Law on Information Society Services…
a) Advertising must be presented as such, so that it cannot be confused with another type of content and clearly identify the advertiser.
77. When using emotions or logic, what three factors should be considered?
c) The information provided about the product, the degree of motivation of the consumer to purchase the product, and the consumer’s participation in the purchase process.
78. Indicate which of the following actions is not part of operational marketing:
c) Analyze and understand the market.