Deck 16: Integrated Marketing Communications and Direct Marketing

Question 1

Taco Bell successfully used in the launch of its new Cool Ranch Doritos Locos Tacos campaign.

A)Instagram
B)Facebook
C)Twitter
D)Snapchat

Answer 1

C

Question 2

Experts suggest that today's marketplace could be described as the:

A)personal marketplace.
B)social media marketplace.
C)age of social networks.
D)age of engagement.

Answer 2

D

Question 3

A message is conveyed by means of a _ media, or public relations tools.
_ such as a salesperson, advertising

A)channel of communication
B)encoding device
C)direct feedback loop
D)promotional program

Answer 3

A

Question 4

The process of conveying a message to others that requires six central elements - a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding, is referred to as:

A)Communication
B)Exchange
C)Encoding
D)Dialogue

Question 5

The Canadian Tourism Commission (CTC)created several "Canada, Keep Exploring" advertisements to be aired in France, Germany, and the UK. In terms of the communication process, the in the "Canada, Keep Exploring"
Advertisements informed Europeans that they should consider Canada for a unique and authentic vacation.

A)message
B)source
C)decoder
D)communication channel

Question 6

Adding mobile apps or QR codes to products that allow consumers to connect with the company online, or using a hashtag in a commercial or during a television show are examples of how advertisers are trying to increase:

A)consumer sharing
B)consumer engagement
C)consumer networking
D)consumer purchasing

Question 7

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "A" is referred to as _ _.

A)the source
B)the fields of experience
C)the receiver
D)the message

Question 8

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research. In terms of the communication process, the in the
"Smart is in" advertisements informed prospective customers that Hyundai was for the savvy shopper who is not concerned with brand image.

A)source
B)decoder
C)message
D)communication channel

Question 9

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread. In terms of the communication process, the in the ads for Cheez Whiz informed prospective customers that Cheez Whiz was a healthy and nutritious cheese spread.

A)decoder
B)source
C)message
D)communication channel

Question 10

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread. In terms of the communication process, the for the information in the Cheez Whiz advertisement is Kraft Canada, its manufacturer.

A)message
B)communication channel
C)decoder
D)source

Question 11

Communication is the sharing of message and requires six elements. Those elements are a source, a , a channel of communication, a receiver, and the processes of
Encoding and decoding.

A)sender
B)message
C)source
D)receiver

Question 12

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research. In terms of the communication process, the information in the "Smart is in" advertisements is Hyundai, its producer.

A)communication channel
B)decoder
C)message
D)source

Question 13

L'Oréal created an advertisement for its Visible Life makeup. The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

A)source.
B)communication channel.
C)decoder.
D)message.

Question 14

The new forms of online customer engagement include all of the following EXCEPT:

A)Facebook and Twitter.
B)TV reality shows.
C)Blogs and websites.
D)Mobile apps.

Question 15

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the in the ad for Visible Lift makeup informed
Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

A)source
B)message
C)channel
D)decoder

Question 16

In terms of the communication process, the source is:

A)a company or person who has information to convey.
B)similar understanding and knowledge.
C)any information which is paid for.
D)consumers who read, hear, or see the message.

Question 17

The "age of engagement" describes which of the following concepts?

A)paying individuals to follow their brands increases their level of engagement
B)individuals are more responsive to companies and brands that use two-way communication methods
C)social media is a one-sided exchange
D)traditional advertising is seeing a 'retro' trend

Question 18

The Canadian Tourism Commission (CTC)created several "Canada, Keep Exploring" advertisements. In terms of the communication process, the for the information in the "Canada, Keep Exploring" advertisements is CTC, its producer.

A)decoder
B)communication channel
C)source
D)message

Question 19

Johnny calls Evan to discuss the latest happenings in the hockey game. 'The latest happenings in the hockey game' would be considered which part of the communication process?

A)Feedback.
B)Promotional material.
C)Source material.
D)The message.

Question 20

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

A)posting relevant content about the benefits of the product.
B)being current and timely with all interactions.
C)responding to feedback and comments that are positive only.
D)supplementing text with photos and videos.

Question 21

You are very excited because you just finished planning a week's vacation in Spain. You spent the last week searching for wineries and B&Bs to visit and stay at. Yesterday, while checking an online news site, the banner ad read: 'Top Rated Winery in Spain...2 for 1 special, Click here!" This specific ad popped up because of:

A)social targeting
B)online targeting
C)behavioural targeting
D)habitual targeting

Question 22

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "D" is referred to as _ _.

A)decoding
B)the fields of experience
C)the message
D)the source

Question 23

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of:

A)receiving.
B)messaging.
C)decoding.
D)encoding.

Question 24

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the encoding of the message would most likely be undertaken by its:

A)decoder.
B)communication channel.
C)medium.
D)source.

Question 25

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "F" is referred to as _.

A)the fields of experience
B)the feedback loop
C)the message
D)the response

Question 26

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "C" is referred to as .

A)the fields of experience
B)the message
C)the source
D)the receiver

Question 27

After watching the 30-minute infomercial on OxiClean, Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Mariah has engaged in:

A)decoding.
B)lead generation.
C)receiving.
D)messaging.

Question 28

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "E" is referred to as .

A)the receiver
B)the message
C)the fields of experience
D)the source

Question 29

As an 'American' football junkie, you begin describing to your friend the play-by-play of last night's thriller. Your friend is a 'European' football addict, and just nods his head, although it is clear he is not interested. Which part of the communication process is the likely reason for this?

A)National, regional, or ethnic origin.
B)Understanding and knowledge.
C)Talents and abilities.
D)Genetic composition.

Question 30

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

A)length and breadth of experience with a given product.
B)area of expertise.
C)field of experience.
D)promotional mix.

Question 31

Coca-Cola uses cookies to record and understand a user's web-browsing habits and interests. They then use this information to decide which advertisements you see on a given webpage, to ensure they are most aligned with your interests. The concept is
Called:

A)social targeting
B)behavioural targeting
C)online targeting
D)habitual targeting

Question 32

After watching the 30-minute infomercial on OxiClean, Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Mariah is a:

A)channel of communication.
B)lead generator.
C)source.
D)receiver.

Question 33

All of the following are TRUE statements about how social media is impacting IMC programs, EXCEPT:

A)social media is a component of the IMC audit
B)social media is being used in news releases
C)social media can be used as part of a direct marketing approach
D)social media is never used in the decline stage of the product life cycle

Question 34

The ad for Microsoft Office 2013 emphasized how employees could be reading a document on the computer monitor, and the document be updated as they read it. For people who rely on computers on a daily basis, this ad described a remarkably useful benefit. People who prefer paper documentation and do not use the computer daily
Were unimpressed by the feature, and some believed the new feature was actually a hindrance. The different interpretations of the ad is due to differing:

A)mission statements.
B)channels of distribution.
C)fields of experience.
D)educational systems.

Question 35

Decoding is usually done by the:

A)source.
B)user.
C)decoder.
D)receiver.

Question 36

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "B" is referred to as .

A)the source
B)encoding
C)the message
D)the receiver

Question 37

Reference: 16-01
Figure 16-1

In Figure 16-1, the position labeled "G" is referred to as _ _.

A)the feedback loop
B)the message
C)the noise
D)the fields of experience

Question 38

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise
Because her field of experience is different from that of her audience?

A)Her target audience is strongly ethnocentric.
B)The trade journals in which it wants to run its ads do not accept ads from foreign companies.
C)The name of the product, when translated into Greek, has an unintentional meaning.
D)A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.

Question 39

Communication problems, which are the result of misinterpretation, can be attributed to each of the following EXCEPT:

A)poor photographic reproduction.
B)higher than expected media costs.
C)incorrect grammatical usage.
D)different fields of experience.

Question 40

A rapidly growing trend in marketing communications is:

A)direct social media.
B)direct mobile.
C)indirect social media.
D)direct engagement.

Question 41

An ad for Visible Lift makeup by L'Oréal informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones. Marcia did not see the ad because she is 18 years old and has flawless skin. In terms of the communication process, the fact that Marcia has no need for the product acted as:

A)a communication barrier.
B)noise.
C)feedback.
D)a source inconsistency.

Question 42

Each year, advertisers spend millions of dollars during the half-time show of the Super Bowl. Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda. The persuasive promotional messages of the marketer are not received by those consumers who are busy satisfying their need for food and drinks. The need for food and drinks is an example of
________, which inhibits effective communication.

A)ineffective encoding
B)ineffective advertising
C)feedback
D)noise

Question 43

All of the following were aspects of Sears Canada's new springtime campaign called "Everything's springing up Sears," except:

A)product sampling.
B)radio advertising.
C)television advertising.
D)public relations.

Question 44

When Sears places a multiple-page booklet in the local newspaper about its Canada Day sale, it is an example of the use of which element of the promotional mix?

A)personal selling
B)advertising
C)sales promotion
D)publicity

Question 45

Which of the following statements describes a key difference between advertising and publicity?

A)Publicity is more expensive on a cost-per-contact basis than advertising.
B)Advertising provides an immediate feedback loop, and publicity does not.
C)Advertising is usually directly paid, and publicity is usually indirectly paid.
D)Publicity is usually directly paid, and advertising is usually indirectly paid.

Question 46

Within the communication channel, noise refers to each of the following EXCEPT:

A)a salesperson smoking.
B)higher than expected media costs.
C)a passenger in the car talking during radio commercials.
D)printing mistakes.

Question 47

Each of the following occurrences can be construed as noise EXCEPT:

A)The salesperson tells the buyer that the software he is selling contains smart tags, and the customer does not understand.
B)The radio commercial gives the wrong address for the advertiser's store.
C)Ann sees an ad for Claritin, a medicine perfect for counteracting her allergy symptoms so she calls her doctor and asks for a prescription.
D)Mack does not see the ad for the new Route 66 club because he is more interested in the news article on the opposite page.

Question 48

After telling your friend about a great deal he received at Best Buy, your friend excitedly exclaimed: "that is great news, I need a new computer...I'm heading to Best Buy right now, thanks!" Clearly, your friend's showed the message went
Through!

A)noise filter
B)feedback source
C)response
D)source reaction

Question 49

The marketing professor wanted to do everything possible to ensure her students understood her lectures. Accordingly, she used examples of marketing activities with which most students had recent experiences. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message so as to encourage understanding on the part of her students.

A)effectively initiate
B)effectively decode
C)eliminate noise in
D)effectively encode

Question 50

Advertising is:

A)a method used to get a non-personal, indirectly paid presentation of a company or its products.
B)non-personal, indirectly paid presentation of an organization, service, or product.
C)any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.
D)a short-term inducement of value offered to arouse interest in buying a good or service.

Question 51

The communication flow from receiver back to sender, which indicates whether the message was decoded and understood as intended, is called:

A)encoding.
B)an exchange cycle.
C)feedback.
D)a receiver response.

Question 52

Which of the following would be considered a strength for advertising?

A)excellent way to reach a targeted audience
B)very flexible
C)effective way to reach large number of people
D)uses great people to make personal sales

Question 53

Which of the following statements about advertising is NOT true?

A)Advertising is a paid form of personal communication.
B)Advertising allows the firm to decide when and where an advertisement will be used.
C)Advertising can be a very effective "attention getter" especially for new products.
D)Advertising allows a firm to reach a mass market.

Question 54

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?

A)publicity
B)advertising
C)sales promotion
D)personal selling

Question 55

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

A)sales promotion
B)advertising
C)personal selling
D)public relations

Question 56

Which of the following is NOT a promotional element?

A)public relations
B)production line
C)personal selling
D)sales promotion

Question 57

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a to the Claritin ad.

A)response
B)source reaction
C)noise filter
D)feedback source

Question 58

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications' alternatives that individually or collectively make up a firm's:

A)promotional elements.
B)message center.
C)cooperative advertising.
D)decoding strategy.

Question 59

Which of the following would be LEAST likely to be used for mass selling?

A)personal selling
B)advertising
C)sales promotion
D)public relations

Question 60

A multiple choice writer tries to write a concise question, without lots of other superfluous items of information that may distract or confuse the reader of the question. These extraneous aspects of a given question are referred to as:

A)fatigue.
B)convention overload.
C)noise.
D)culture shock.

Question 61

Which of these promotional elements has the highest cost-per-contact?

A)publicity
B)sales promotion
C)advertising
D)personal selling

Question 62

The lack of _ is a disadvantage of publicity.

A)exposure
B)intuitive reasoning
C)control
D)credibility

Question 63

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using:

A)advertising.
B)public relations.
C)personal selling.
D)sales promotion.

Question 64

Personal selling is:

A)the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision.
B)a short-term inducement of value offered to arouse interest in buying a good or service.
C)a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.
D)a non-personal, indirectly paid presentation of an organization, service, or product.

Question 65

Wasted coverage can most easily be reduced by which of the methods of promotion?

A)public service announcements
B)advertising
C)public relations
D)personal selling

Question 66

When a television critic writes a newspaper article in which she expresses exasperation that Once and Again, one of the finest written and acted shows on television, is likely to be cancelled unless it can attract more viewers, it is an example of for the
ABC television show.

A)personal selling
B)publicity
C)advertising
D)direct marketing

Question 67

Air Canada recently lost a passenger's dog in-transit from San Francisco to Vancouver. The company immediately went on Twitter to inform the public and ask people if they have seen the dog. Using Twitter in this way is an example of:

A)Sales promotion.
B)Public relations.
C)Publicity.
D)Advertising.

Question 68

While searching BuzzFeed as a break from studying for an upcoming marketing exam, you came across a "sponsored post" by Colgate that highlighted the "Top 20 non-traditional ways to use toothpaste." This sponsored post is an example of:

A)Direct sales
B)Direct marketing
C)Public service announcement
D)Publicity

Question 69

When Mike Clark and Jack Curry rate current movies for USA Today newspaper using a possible one to four star rating, it is an example of:

A)direct marketing.
B)publicity.
C)advertising.
D)direct selling.

Question 70

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

A)personal selling.
B)public relations.
C)direct marketing.
D)sales promotion.

Question 71

Publicity is:

A)a method used to get a non-personal, directly paid presentation of a company or its products.
B)a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.
C)a non-personal, indirectly paid presentation of an organization, good, or service.
D)a short-term inducement of value offered to arouse interest in buying a good or service.

Question 72

Royal Bank of Canada's annual report to shareholders is an example of:

A)advertising.
B)public relations.
C)sales promotion.
D)direct marketing.

Question 73

Publicity is the main component of a promotional campaign.

A)rarely
B)usually
C)never
D)often

Question 74

An advantage of publicity is its:

A)credibility.
B)empathy.
C)control.
D)intrusivenes s.

Question 75

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

A)sales promotion
B)personal selling
C)advertising
D)public relations

Question 76

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business. Since these featured businesses do not pay for this exposure, they are benefiting from:

A)advertising.
B)direct marketing.
C)publicity.
D)personal selling.

Question 77

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products. This is referred to as:

A)mass-selling.
B)in-person selling.
C)location-based selling.
D)personal selling.

Question 78

Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

A)advertising
B)personal selling
C)publicity
D)sales promotion

Question 79

Which of the promotional elements has the greatest difficulty in getting media cooperation?

A)public relations
B)advertising
C)consumer promotion
D)personal selling

Question 80

Which of the following statements describes a disadvantage associated with personal selling?

A)A salesperson cannot control to whom a presentation is made.
B)Presentations often provide little opportunity for consumer feedback.
C)There may be inconsistency from one salesperson to another.
D)Personal selling permits far too much wasted coverage.