Marketing Integration Integrated Marketing Communication 4 — Questions and Answers
Question 1: Encoding in the communication process refers to:
- Measuring ad recall
- Translating ideas into words, images, or symbols for transmission (Correct answer)
- Selecting media channels
- Decoding consumer feedback
Correct answer: Translating ideas into words, images, or symbols for transmission
Encoding converts the sender's intended message into a format the audience can perceive and interpret.
Question 2: A brand launches a hashtag campaign and encourages users to post their own content. This leverages:
- Paid influencer marketing
- User-generated content (UGC) as an IMC channel (Correct answer)
- Owned media only
- Programmatic display ads
Correct answer: User-generated content (UGC) as an IMC channel
UGC campaigns turn consumers into brand advocates, generating earned media that reinforces the IMC message.
Question 3: Which scheduling strategy involves running ads only during peak sales periods, then going dark?
- Continuous scheduling
- Flighting (Correct answer)
- Pulsing
- Roadblocking
Correct answer: Flighting
Flighting concentrates media spending during high-priority periods and stops advertising in between.
Question 4: In IMC, 'owned media' includes:
- Paid social ads and sponsored content
- Brand website, email lists, and social profiles (Correct answer)
- Press mentions and organic shares
- Radio and TV spots
Correct answer: Brand website, email lists, and social profiles
Owned media consists of channels the brand controls directly, such as its website, app, and email database.
Question 5: A retail chain trains its sales staff to use the same talking points as its current TV campaign. This integrates which two IMC elements?
- Advertising and public relations
- Advertising and personal selling (Correct answer)
- Sales promotion and direct marketing
- Sponsorship and publicity
Correct answer: Advertising and personal selling
Aligning sales staff messaging with advertising ensures a consistent brand story at the point of purchase.
Question 6: The concept of 'share of voice' in IMC measures:
- The percentage of consumers who recall your ad
- A brand's advertising spend relative to total category spending (Correct answer)
- The number of brand mentions on social media
- Revenue generated per media dollar spent
Correct answer: A brand's advertising spend relative to total category spending
Share of voice quantifies how dominant a brand's media presence is compared to all competitors in its category.
Question 7: Which element of IMC strategy involves defining the specific response you want from the target audience?
- Budget allocation
- Communication objectives (Correct answer)
- Creative brief tone
- Media scheduling
Correct answer: Communication objectives
Communication objectives specify the desired audience action or attitude change, such as awareness, preference, or purchase.
Marketing Integration Integrated Marketing Communication 4
Encoding in the communication process refers to: