Marketing Integration Integrated Marketing Communication 2 — Questions and Answers
Question 1: Which IMC concept ensures that a brand delivers the same core message across TV, social media, and in-store displays?
- Media fragmentation
- Message consistency (Correct answer)
- Channel diversification
- Reach optimization
Correct answer: Message consistency
Message consistency means every touchpoint reinforces the same brand promise and tone.
Question 2: A company uses TV ads to build awareness, then retargets those viewers with social ads. This is an example of:
- Frequency capping
- Sequential messaging (Correct answer)
- Pulsing strategy
- Share of voice
Correct answer: Sequential messaging
Sequential messaging guides consumers through different funnel stages using coordinated touchpoints.
Question 3: In IMC planning, 'contact points' refer to:
- Sales team email lists
- Any interaction where a consumer encounters the brand (Correct answer)
- Points of purchase only
- Media buyer negotiation sessions
Correct answer: Any interaction where a consumer encounters the brand
Contact points include every moment a consumer interacts with the brand, from packaging to social posts.
Question 4: Which metric best measures whether an IMC campaign has achieved unified brand perception?
- Click-through rate
- Brand tracking surveys (Correct answer)
- Gross rating points
- Cost per acquisition
Correct answer: Brand tracking surveys
Brand tracking surveys assess changes in awareness, perception, and recall across all campaign channels.
Question 5: The 'inside-out' approach to IMC starts with:
- Consumer research and insights
- Company objectives and existing capabilities (Correct answer)
- Competitor analysis
- Media availability
Correct answer: Company objectives and existing capabilities
Inside-out planning begins with what the company wants to say rather than what consumers need to hear.
Question 6: Public relations differs from advertising in IMC primarily because PR:
- Costs more per impression
- Relies on earned media and third-party credibility (Correct answer)
- Always uses paid placements
- Targets only existing customers
Correct answer: Relies on earned media and third-party credibility
PR earns coverage through relationships and newsworthiness rather than paying for ad placements.
Question 7: When a brand's social media tone is casual but its print ads are formal, this violates which IMC principle?
- Reach extension
- Voice consistency (Correct answer)
- Frequency building
- Media mix optimization
Correct answer: Voice consistency
Voice consistency requires a unified brand personality and tone across all communication channels.
Marketing Integration Integrated Marketing Communication 2
Which IMC concept ensures that a brand delivers the same core message across TV, social media, and in-store displays?