EXAM 2026-2027 ACTUAL COMPLETE REAL EXAM
QUESTIONS AND CORRECT ANSWERS (VERIFIED
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What are the specific elements that make up IMC? - ANSWER
--Advertising
-Public
Relations
-Sales
Promotion
-Direct
Marketing
-Personal
Selling
-Other
communication
Advertising - ANSWER --print, radio, TV, internet, signs, & more
-paid communication -
controllable!!
-Frequency is key
-targeting is important
-mass medium
-can be expensive but also efficient (Super Bowl Ads)
, Public Relations - ANSWER --press. release, news
conference, events
-must have news
value
-disadvantage: lack of
control
-advantage:
cost
Sales Promotion - ANSWER --coupons, rebates, contests,
sweepstakes, deals,
samples, promotional
items, gifts
-advantage: trial, stimulates
purchase
-disadvantage: doesn't
build loyalty
Direct Marketing - ANSWER --not massed, but
customized
-advantage: customization, ability to analyze
effectiveness
-disadvantage: low response, perception as
junk, expense
Personal Selling - ANSWER --advantage: highly personalized,
ability to customize message to a specific individual and
receive immediate feedback
-disadvantage: inconsistent messages