Deck 16: Integrated Marketing Communications, Advertising, and Public Relations

Question 1

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Answer 1

False

Question 2

The process of communicating promotional messages begins with encoding.

Answer 2

True

Question 3

Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.

Answer 3

True

Question 4

An IMC strategy begins with the organization's goods and services and then works its way toward consumer wants.

Question 5

A nonpurchase is an example of a receiver's feedback.

Question 6

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

Question 7

An IMC strategy separates the promotional mix into parts and views them as isolated components.

Question 8

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

Question 9

Nonverbal cues like body language and tone of voice are important to the communication process.

Question 10

Databases and interactive marketing are important IMC tools that help marketers collect information from customers and then segment markets according to demographics and preferences.

Question 11

The success of any IMC program depends on identifying the members of an audience and understanding what they want.

Question 12

An IMC strategy sends product-focused messages.

Question 13

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

Question 14

Noise can also result from distractions within an advertising message itself.

Question 15

IMC must not only deliver messages to intended audiences but also gather responses from them.

Question 16

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

Question 17

When an organization employs an integrated approach to marketing,it risks sending conflicting information that confuses consumers.

Question 18

Successful implementation of IMC requires that everyone involved in every aspect of promotion function as a team,presenting a consistent,coordinated effort at every point of customer contact.

Question 19

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

Question 20

The function of an IMC strategy ends with delivering promotional messages to intended audiences.

Question 21

Sales promotion provides a long-term incentive to emphasize,assist,supplement,or otherwise support the objectives of the promotional program.

Question 22

Publicity is the marketing-oriented aspect of public relations.

Question 23

A major advantage of advertising is the ease of measuring advertising effectiveness.

Question 24

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Question 25

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Question 26

Guerilla marketing is an expensive marketing technique.

Question 27

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Question 28

In sponsored events,event organizers control the coverage,which typically focuses on the sponsor.

Question 29

Maria sees an ad for a new service offered by the U.S.Postal Service to make shipping packages during the holidays easier.This ad is an example of institutional advertising.

Question 30

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Question 31

Reminder advertising is typically used during the growth stage and the early part of the maturity stage of the product lifecycle.

Question 32

One of the advantages of guerrilla marketing is its ability to reach a wide audience.

Question 33

Direct communications,other than personal sales contacts, between buyer and seller,designed to generate sales,information requests,or store or website visits is referred to as direct marketing.

Question 34

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Question 35

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.

Question 36

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Question 37

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.

Question 38

A tourism ad promoting Vermont as a winter holiday destination is an example of product advertising.

Question 39

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Question 40

Personal selling is the most novel form of promotion.

Question 41

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

Question 42

Market leaders are more likely to engage in comparative advertising than new entrants.

Question 43

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Question 44

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Question 45

Banner advertisements on a Web page that link to an advertiser's site,are the least common type of advertising on the web.

Question 46

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Question 47

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Question 48

Banners have evolved into a more target-specific technique for Internet advertising with the advent of missiles.

Question 49

Cooperative advertising campaigns originated to take advantage of the media's practice of offering lower rates to local advertisers than to national ones.

Question 50

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo,names the sponsoring organization.

Question 51

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Question 52

Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast media can provide.

Question 53

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

Question 54

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market.

Question 55

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

Question 56

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

Question 57

The most effective testimonial ads link the celebrity and the advertised good or service.

Question 58

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

Question 59

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Question 60

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Question 61

Message research assesses how well a particular medium delivers the advertiser's message,where and when to place the advertisement,and the size of the audience.

Question 62

In the context of Web communication,the term "hits" represents the number of user requests for a file.

Question 63

A blind product test is a method of posttesting the effectiveness of advertisements and during this method respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from memory.

Question 64

The assumption behind recognition tests is that future sales are related to advertising readership.

Question 65

Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Question 66

Proactive MPR responds to an external situation that has potential negative consequences for an organization.

Question 67

An assumption behind the task-objective approach is that marketers can measure the productivity of each promotional dollar.

Question 68

PR practitioners violate the Public Relations Society of America's Code of Professional Standards if they promote products or causes widely known to be harmful to others.

Question 69

Setting the timing and sequence for a series of advertisements is called media scheduling.

Question 70

According to the Uniform Commercial Code,puffery is a quantifiable statement about product quality or performance that constitutes an "express warranty," which obligates the company to stand behind its claim.

Question 71

Legislation regulates the placement of outdoor advertising near interstate highways.

Question 72

Marketing public relations (MPR)refers to focused PR activities that directly support marketing goals.

Question 73

Nonmarketing public relations refer to a company's messages about general management issues.

Question 74

The aspect of public relations most directly related to promoting a firm's products is publicity.

Question 75

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Question 76

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

Question 77

In the context of Internet advertising,click-through is a direct marketing technique that relates the cost of an ad to the number of people who click it.

Question 78

In the context of Internet advertising,cost per response is a measurement technique that relates the cost of an ad to every thousand people who view it.

Question 79

Advertising permits a low promotional expenditure per sales unit because it reaches mass audiences.

Question 80

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.