IMC Exam 1 Study Guide | Mathematics Competition Practice Questions &
Review Notes 2026
Publicity and advertising are alike in that both - ANS ✔✔Are nonpersonal communication
The decision regarding how to allocate resources between the marcom elements has been
described as an "ill-structured" problem. What does this mean? - ANS ✔✔There is no way of
determining the optimum mathematical allocation among marcom elements that will maximize
revenue or profit.
Program evaluation is accomplished by - ANS ✔✔Measuring the results of marcom efforts
against the objectives that were established at the outset
Coupons, trade shows, buying allowances, premiums, and price-off deals are examples of - ANS
✔✔promotions
Which of the following is NOT one of the reasons why organizations have been reluctant to
change from a single-function, specialist model to an integrated marketing communications
approach? - ANS ✔✔No way to assess the effectiveness of integration
T/F Trade sales promotion includes the use of coupons, premiums, free samples, contests,
sweepstakes, and rebates. - ANS ✔✔False
What allows marketing communicators to deliver messages more precisely and to prevent
wasted coverage to people falling outside the intended audience? - ANS ✔✔Targeting
Which of the following is a benefit of both earned and paid media? - ANS ✔✔Control
, T/F Business-to-business companies are more likely than business-to-consumer companies to
practice integrated marketing communications - ANS ✔✔False
Which of the following promotional mix elements consists of activities that attempt to stimulate
short-term buyer behavior? - ANS ✔✔Sales promotion
Research has identified ____ dimensions that seem to capture the personalities of a variety of
consumer brands - ANS ✔✔Five
In using marketing-mix modeling, the finer, or more disaggregated, the data the better the
analysis can be in determining which specific marketing mix elements are most and least
effective in - ANS ✔✔driving sales
Charles wants to learn how good (or bad) new brands are and what benefits they are
(in)capable of delivering by trying and using them. Which approach to enhancing brand equity is
this known as? - ANS ✔✔Speak-for-itself approach
This dimension includes brands that are down-to-earth, honest, wholesome, and cheerful - ANS
✔✔Sincerity
Which personality dimension has General Motors attempted to create for its repair services
through its hypothetical "Mr. Goodwrench," who represents the name and "face" of the trained
technicians who work in thousands of GM dealerships? - ANS ✔✔Sincerity
Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64 ounce
bottle, and Proctor and Gamble usually sells 2 million of these sizes each year. An average
private label store brand costs $6.00 for the same size, and typically 1 million are sold each year.
What is Tide's revenue premium? - ANS ✔✔$10 million
An example of ____ is the sticker on a Dell computer that says "Intel Inside." - ANS
✔✔ingredient branding
Review Notes 2026
Publicity and advertising are alike in that both - ANS ✔✔Are nonpersonal communication
The decision regarding how to allocate resources between the marcom elements has been
described as an "ill-structured" problem. What does this mean? - ANS ✔✔There is no way of
determining the optimum mathematical allocation among marcom elements that will maximize
revenue or profit.
Program evaluation is accomplished by - ANS ✔✔Measuring the results of marcom efforts
against the objectives that were established at the outset
Coupons, trade shows, buying allowances, premiums, and price-off deals are examples of - ANS
✔✔promotions
Which of the following is NOT one of the reasons why organizations have been reluctant to
change from a single-function, specialist model to an integrated marketing communications
approach? - ANS ✔✔No way to assess the effectiveness of integration
T/F Trade sales promotion includes the use of coupons, premiums, free samples, contests,
sweepstakes, and rebates. - ANS ✔✔False
What allows marketing communicators to deliver messages more precisely and to prevent
wasted coverage to people falling outside the intended audience? - ANS ✔✔Targeting
Which of the following is a benefit of both earned and paid media? - ANS ✔✔Control
, T/F Business-to-business companies are more likely than business-to-consumer companies to
practice integrated marketing communications - ANS ✔✔False
Which of the following promotional mix elements consists of activities that attempt to stimulate
short-term buyer behavior? - ANS ✔✔Sales promotion
Research has identified ____ dimensions that seem to capture the personalities of a variety of
consumer brands - ANS ✔✔Five
In using marketing-mix modeling, the finer, or more disaggregated, the data the better the
analysis can be in determining which specific marketing mix elements are most and least
effective in - ANS ✔✔driving sales
Charles wants to learn how good (or bad) new brands are and what benefits they are
(in)capable of delivering by trying and using them. Which approach to enhancing brand equity is
this known as? - ANS ✔✔Speak-for-itself approach
This dimension includes brands that are down-to-earth, honest, wholesome, and cheerful - ANS
✔✔Sincerity
Which personality dimension has General Motors attempted to create for its repair services
through its hypothetical "Mr. Goodwrench," who represents the name and "face" of the trained
technicians who work in thousands of GM dealerships? - ANS ✔✔Sincerity
Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64 ounce
bottle, and Proctor and Gamble usually sells 2 million of these sizes each year. An average
private label store brand costs $6.00 for the same size, and typically 1 million are sold each year.
What is Tide's revenue premium? - ANS ✔✔$10 million
An example of ____ is the sticker on a Dell computer that says "Intel Inside." - ANS
✔✔ingredient branding
