IMC Final Exam Study Guide | Mathematics Competition Practice Questions &
Review 2026
Companies build a message strategy by combining components of the ______ mix, which
includes product concept, target audience, communication media, and the creative message. -
ANS ✔✔creative
Arrange the steps in the marketing research process in the order that they occur. The first item
in the process should be the top item in your list. - ANS ✔✔1. situation analysis and problem
definition
2. informal research
3. construction of research objectives
4. primary research
5. interpretation and reporting of findings
An accurate statement about a marketing information system is that it ______. - ANS
✔✔provides the required information to managers when needed
Researchers go into the field to monitor the activities of consumers using which method or
technique? - ANS ✔✔observation method
What is it called when message testing occurs before a campaign launches? - ANS ✔✔pretesting
The results of primary research can cause legitimate concerns when which of the following
factors exist? - ANS ✔✔when conducting formal quantitative research,
when conducting research in international markets
,The set of computer processes or routines designed to help marketers understand patterns
present in large data sets and to then use these patterns to make better marketing and IMC
predictions and decisions is known as: - ANS ✔✔artificial intelligence
When doing research for print ads, direct questioning is often used at what stage? - ANS
✔✔pretest
In order to get a feel for potential customers' views on their products, their competitors, and
their advertising methods, companies use what type of research before developing a campaign?
- ANS ✔✔IMC
To seek information about the product concept, the target audience, the communication media,
and the creative message, companies use which type of research? - ANS ✔✔IMC Strategy
What is the first step in the marketing research process? - ANS ✔✔situational analysis and
problem definition
Primary research raises one legitimate concern. What is it? - ANS ✔✔the accuracy of the
findings
Why do companies use IMC research? - ANS ✔✔to know how people perceive its products,
to know how people view the competition,
to understand what brand image would be most credible
concept research - ANS ✔✔assessing audience's acceptance of creative ideas
IMC strategy - ANS ✔✔defining product concepts
, message pretesting - ANS ✔✔diagnose possible communication problems before a campaign
begins
message posttesting - ANS ✔✔evaluating a campaign after it runs
Research departments that utilize a set of procedures for generating an orderly flow of
pertinent information for use in making marketing decisions is using a(n) ______ system. - ANS
✔✔marketing information
Name the stage of the marketing research process that includes researchers talking about
problems with customers, competitors, suppliers, and employees. - ANS ✔✔informal research
Positive attitude changes about a brand are likely to predispose consumers to take what action?
- ANS ✔✔buy the company's product
What drives marketing decision making? - ANS ✔✔research
One of the functions of marketing research is to help managers do what? - ANS ✔✔identify
customer needs
After building an IMC strategy, the company or its agency will start the process of ______. - ANS
✔✔developing creative concepts
What is one of the largest costs in a company's marketing budget? - ANS ✔✔advertising
What is used to assist in the selection of target markets, messages, or media? - ANS ✔✔IMC
strategy
Review 2026
Companies build a message strategy by combining components of the ______ mix, which
includes product concept, target audience, communication media, and the creative message. -
ANS ✔✔creative
Arrange the steps in the marketing research process in the order that they occur. The first item
in the process should be the top item in your list. - ANS ✔✔1. situation analysis and problem
definition
2. informal research
3. construction of research objectives
4. primary research
5. interpretation and reporting of findings
An accurate statement about a marketing information system is that it ______. - ANS
✔✔provides the required information to managers when needed
Researchers go into the field to monitor the activities of consumers using which method or
technique? - ANS ✔✔observation method
What is it called when message testing occurs before a campaign launches? - ANS ✔✔pretesting
The results of primary research can cause legitimate concerns when which of the following
factors exist? - ANS ✔✔when conducting formal quantitative research,
when conducting research in international markets
,The set of computer processes or routines designed to help marketers understand patterns
present in large data sets and to then use these patterns to make better marketing and IMC
predictions and decisions is known as: - ANS ✔✔artificial intelligence
When doing research for print ads, direct questioning is often used at what stage? - ANS
✔✔pretest
In order to get a feel for potential customers' views on their products, their competitors, and
their advertising methods, companies use what type of research before developing a campaign?
- ANS ✔✔IMC
To seek information about the product concept, the target audience, the communication media,
and the creative message, companies use which type of research? - ANS ✔✔IMC Strategy
What is the first step in the marketing research process? - ANS ✔✔situational analysis and
problem definition
Primary research raises one legitimate concern. What is it? - ANS ✔✔the accuracy of the
findings
Why do companies use IMC research? - ANS ✔✔to know how people perceive its products,
to know how people view the competition,
to understand what brand image would be most credible
concept research - ANS ✔✔assessing audience's acceptance of creative ideas
IMC strategy - ANS ✔✔defining product concepts
, message pretesting - ANS ✔✔diagnose possible communication problems before a campaign
begins
message posttesting - ANS ✔✔evaluating a campaign after it runs
Research departments that utilize a set of procedures for generating an orderly flow of
pertinent information for use in making marketing decisions is using a(n) ______ system. - ANS
✔✔marketing information
Name the stage of the marketing research process that includes researchers talking about
problems with customers, competitors, suppliers, and employees. - ANS ✔✔informal research
Positive attitude changes about a brand are likely to predispose consumers to take what action?
- ANS ✔✔buy the company's product
What drives marketing decision making? - ANS ✔✔research
One of the functions of marketing research is to help managers do what? - ANS ✔✔identify
customer needs
After building an IMC strategy, the company or its agency will start the process of ______. - ANS
✔✔developing creative concepts
What is one of the largest costs in a company's marketing budget? - ANS ✔✔advertising
What is used to assist in the selection of target markets, messages, or media? - ANS ✔✔IMC
strategy
