Promotion and IMC MCQs 2026

Above-the-line promotion typically includes

1. A only in-store displays ✓
2. B mass media advertising ✓
3. C only direct mail without broadcast ✓
4. D only warehouse signage ✓

IMC scenario 54: a Pakistani automobile needs CSR visibility. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B only one channel with no integration ✓
3. C silencing all communication to avoid attention ✓
4. D PR and content showing community impact without overt hard selling ✓

IMC scenario 11: a Pakistani banking product needs sales spike during Ramadan. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B only one channel with no integration ✓
3. C seasonal sales promotion and themed advertising aligned with occasion ✓
4. D silencing all communication to avoid attention ✓

IMC scenario 7: a Pakistani educational institute needs brand awareness launch. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B mass reach advertising supported by consistent message across media ✓
3. C only one channel with no integration ✓
4. D silencing all communication to avoid attention ✓

Content marketing focuses on

1. A only hard-sell price ads ✓
2. B only legal disclaimers ✓
3. C creating valuable content to attract and retain customers ✓
4. D only spam messages ✓

Below-the-line promotion includes

1. A only prime-time TV only always ✓
2. B only national newspaper front page only ✓
3. C direct mail, sponsorships, in-store activities and PR events ✓
4. D only factory signage ✓

Frequency in media planning is

1. A average number of times audience sees the message ✓
2. B total ad production cost ✓
3. C number of factory shifts ✓
4. D competitor employee count ✓

Communication process elements include sender, message, media, receiver and

1. A feedback ✓
2. B only factory output ✓
3. C only depreciation ✓
4. D only warehouse rent ✓

The AIDA model stands for

1. A Attention, Interest, Desire and Action ✓
2. B Audit, Income, Debt and Assets ✓
3. C Age, Income, Density and Area ✓
4. D Apply, Install, Deploy and Archive ✓

Pull strategy creates consumer demand that

1. A forces distributors to reject the product ✓
2. B pulls product through the channel via advertising and consumer promos ✓
3. C eliminates need for any retail presence ✓
4. D targets only suppliers ✓

Push strategy pushes product through channel using

1. A mass consumer advertising only ✓
2. B zero distributor incentives ✓
3. C trade promotions and personal selling to intermediaries ✓
4. D consumer pull exclusively ✓

Public relations aims to build

1. A only paid TV spots exclusively ✓
2. B only price discounts ✓
3. C goodwill through favorable publicity and communication ✓
4. D only legal penalties ✓

Sales promotion provides

1. A short-term incentives to encourage purchase or trial ✓
2. B long-term brand philosophy only ✓
3. C permanent price list only ✓
4. D annual audit services ✓

Personal selling involves

1. A only billboard display ✓
2. B oral presentation in a conversation with one or more buyers ✓
3. C only automated email with no human ✓
4. D only warehouse stacking ✓

Advertising is defined as

1. A face-to-face sales negotiation only ✓
2. B unsolicited factory tours ✓
3. C mandatory government notices only ✓
4. D paid non-personal communication through mass media ✓

The promotion mix includes advertising, personal selling, sales promotion, public relations and

1. A direct marketing ✓
2. B only factory maintenance ✓
3. C only inventory counting ✓
4. D only payroll processing ✓

Integrated Marketing Communications (IMC) means

1. A using only one medium forever ✓
2. B random unrelated campaigns each month ✓
3. C eliminating all customer communication ✓
4. D coordinating all promotional tools for a consistent message ✓

Reach in media planning measures

1. A depth of message comprehension only ✓
2. B factory production units ✓
3. C employee satisfaction score ✓
4. D number of people exposed at least once to the message ✓

IMC scenario 18: a Pakistani telecom service needs correcting negative publicity. The promotion mix should emphasize

1. A public relations, transparent messaging and credible third-party endorsement ✓
2. B random uncoordinated messages in each medium ✓
3. C only one channel with no integration ✓
4. D silencing all communication to avoid attention ✓

IMC scenario 25: a Pakistani tea brand needs dealer push for new SKU. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B only one channel with no integration ✓
3. C trade incentives, personal selling to retailers and point-of-sale materials ✓
4. D silencing all communication to avoid attention ✓

IMC scenario 39: a Pakistani educational institute needs customer retention campaign. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B direct marketing, loyalty rewards and personalized communication ✓
3. C only one channel with no integration ✓
4. D silencing all communication to avoid attention ✓

IMC scenario 47: a Pakistani educational institute needs product recall communication. The promotion mix should emphasize

1. A random uncoordinated messages in each medium ✓
2. B only one channel with no integration ✓
3. C silencing all communication to avoid attention ✓
4. D clear PR statements, hotlines and coordinated retailer instructions ✓