Deck 11: Integrated Marketing Communications and Traditional Media Marketing

Question 1

Integrated marketing communications:

A)provide an approach to deliver one consistent message.
B)budget the promotional efforts related to a product.
C)measure the number of people exposed to a message.
D)measure how often people are exposed to a message.
E)measure how receivers interpret messages.

Answer 1

A

Question 2

Traditional media is not in competition with social media because they are each targeting a different market.

Answer 2

False

Question 3

Mobile marketing:

A)utilizes exposure methods.
B)utilizes high reach efforts.
C)utilizes cell phones and forms of transportation.
D)seeks high impact.
E)utilizes mail and catalogs.

Answer 3

C

Question 4

Not only must advertisers try to present consistent messages,they must also try to ensure that consumers interpret the message as they intended.

Question 5

As we find new sources of information,the media and message strategies businesses use must remain consistent.

Question 6

The Internet and social media:

A)are off-putting to marketers.
B)have changed company promotional strategies.
C)have no impact on marketers.
D)have decreased consumer empowerment.
E)are being driven by baby boomers.

Question 7

_____ is marketing media that is available in different places,such as cell phones.

Question 8

A company's message should vary based on the medium.

Question 9

Marketers use _____ to deliver one consistent message to buyers.

Question 10

Delivering consistent information about a brand helps establish the brand in the minds of consumers.

Question 11

Blogs and YouTube are types of _____ content.

Question 12

The money organizations spend on different types of communication will change as the media landscape changes.

Question 13

What is involved in a company's IMC?

Question 14

Billboards and ads on subways are examples of _____.

Question 15

Advertisements on airplane trays are examples of _____.

Question 16

What impact does the media landscape have on marketers?

Question 17

Examples of out-of-home advertising include:

A)magazines.
B)blogs.
C)texting.
D)YouTube.
E)bathroom stalls.

Question 18

_____ is the online communication that occurs among interdependent and interconnected networks of organizations,people,and communities.

Question 19

Facebook,LinkedIn,Pinterest,and Twitter are examples of _____ media.

A)out-of-home
B)intranet
C)social
D)organizational
E)intermediate

Question 20

_____ affects the way we communicate and is changing the type of messaging strategy organizations use.

Question 21

Advertising,sales promotions,public relations and publicity,personal selling,and direct marketing comprise a company's _____.

Question 22

Interactions between the buyer and the seller are very limited in the case of professional selling.

Question 23

Sales promotions include promotions that are part of the other components of the communication mix.

Question 24

Personal selling is an interactive,paid approach to marketing that involves a(n)_____ and a(n)_____.

Question 25

The different types of marketing communications an organization uses comprise its _____.

A)promotional mix
B)personal selling
C)advertising
D)publicity
E)direct marketing

Question 26

Personal selling is used more in B2C markets than in B2B markets.

Question 27

Product placement and sponsorships are forms of:

A)personal selling.
B)direct mail.
C)sales promotions.
D)public relations.
E)social media.

Question 28

PR is often perceived to be less objective than other forms of promotion.

Question 29

Press releases are an example of _____.

Question 30

_____ is utilized to get potential customers to act quickly,make larger purchases,and make repeat purchases.

A)Advertising
B)PR
C)Direct marketing
D)Personal selling
E)A sales promotion

Question 31

Amy focuses on cultivating relationships in her communication efforts,hoping that the one-on-one interaction will provide revenue for her company.Amy engages in:

A)public relations.
B)sales promotions.
C)personal selling.
D)direct mail.
E)advertising.

Question 32

When you interview for internships or full-time positions and try to convince potential employers to hire you,you are engaging in _____.

Question 33

In B2C marketing,sales promotions are typically called trade promotions.

Question 34

When determining the communication mix,a company must determine which media provides the "biggest bang for the buck" given a product's characteristics and target market.

Question 35

_____typically refer to financial support for events,venues,or experiences and provide the opportunity to target specific groups.

A)Sponsorships
B)Direct marketing
C)Advertising
D)Sales promotions
E)Personal selling

Question 36

A benefit of _____ is the ability to target a specific set of customers.

Question 37

Short-term incentives such as coupons,contests,games,rebates,and mail-in offers are typical examples of:

A)advertising.
B)telemarketing.
C)social media.
D)direct mail.
E)sales promotions.

Question 38

In business-to-business marketing,sales promotions are typically called:

A)direct mail promotions.
B)trade promotions.
C)professional promotions.
D)official promotions.
E)integrated promotions.

Question 39

Advertising is a form of paid promotion that involves an identified sponsor and reaches many people at one time.

Question 40

_____ is a message that is paid for and sent to large groups of the population at one time with an identified organization or brand being promoted.

Question 41

For effective communication to occur,the receiver must interpret the message as the sender intended.

Question 42

The sender determines how the message is interpreted.

Question 43

Purchasing a product provides the sender with _____.

A)feedback
B)interference
C)noise
D)reception
E)perception

Question 44

The budget affects a promotion's reach but not its frequency.

Question 45

The _____ process is how a person decides what to pay attention to and how to interpret and remember different things.

A)feedback
B)encoding
C)perceptual
D)decoding
E)interference

Question 46

The number of people exposed to a message is a promotion's _____,while how often the people are exposed to a message is a promotion's _____.

Question 47

_____ includes any distractions receivers and senders face during the transmission of a message.

A)Interference
B)Feedback
C)Encoding
D)Decoding
E)Perception

Question 48

List and describe components of the promotional mix.

Question 49

Early adopters tend to purchase new products as soon as they come out.

Question 50

Noise:

A)rallies the target market.
B)is affiliated with a strong brand.
C)is necessary for the promotional message to be heard.
D)involves direct marketing and personal sales.
E)can distort marketing messages.

Question 51

Choice of promotional media is independent of environmental factors.

Question 52

Define the term trade promotions and list examples.

Question 53

Products in the introductory stage of the product life cycle tend to utilize more promotional dollars.

Question 54

Consumers tend to purchase products and remember information that has some relevance to their personal situation or beliefs.

Question 55

Senders _____ messages while receivers _____ messages.

A)translate; encode
B)interpret; decode
C)source; encode
D)encode; decode
E)feedback; decode

Question 56

The number of people exposed to a promotion message is referred to as _____.

A)frequency
B)mass appeal
C)reach
D)capacity
E)summation

Question 57

Provide examples of mediums utilized for advertising and list their advantages and disadvantages.

Question 58

In some Asian countries,tobacco products cannot be advertised during Golden time on television but alcohol can be advertised.

Question 59

Very expensive and very technical products rely heavily on advertising.

Question 60

As a part of Ford's sponsorship package,the company received a commercial between every other commercial break during a televised baseball game.The number of times the commercial was shown refers to its _____.

A)frequency
B)reach
C)AIDA model
D)unique selling proposition
E)direct marketing

Question 61

AIDA objectives are typically achieved simultaneously.

Question 62

_____ is often relied upon to sell convenience goods and products purchased routinely.

Question 63

Promotions typically do not have to be adapted for different cultures.

Question 64

_____ must translate the benefits and value of a product or service into a message.

Question 65

The "Got Milk?" campaign is an example of:

A)competitive parity.
B)open-ended messaging.
C)primary demand.
D)AIDA model.
E)selective demand.

Question 66

Encoding involves translating a message so that it shows the _____ of the offering.

Question 67

Purchasing a product provides the sender with _____.

Question 68

Humor,fear,and informative are all types of advertising _____ utilized by organizations when structuring messages.

A)pull strategies
B)push strategies
C)AIDA models
D)appeals
E)promotions

Question 69

Companies must be careful when it comes to word translation,actions,and actors when creating an international promotion.

Question 70

What factors affect the choice of promotion mix elements?

Question 71

The beginning and the end of a message should be strong in comparison to the middle.

Question 72

Domino's "Pizza delivered in 30 minutes or it's free" is a good example of a(n)_____.

A)promotional strategy.
B)unique selling proposition.
C)marketing technique.
D)sales promotion.
E)push strategy.

Question 73

What is involved in the communication process?

Question 74

A unique selling proposition is:

A)a specific benefit consumers will remember.
B)a brand name.
C)a repositioning technique.
D)a discounted price.
E)an alternative sales method.

Question 75

Laws in the United States prohibit _____ from being advertised on television.

Question 76

Commercials for perfume or cologne are typical examples of an open-ended message.

Question 77

Poor reception and poor print quality are examples of _____.

Question 78

What is involved in the perceptual process?

Question 79

_____ refers to demand for a specific brand while ____ refers to demand for a product category.

A)Competitive parity; AIDA model
B)Open-ended messaging; selective demand
C)Primary demand; selective demand
D)AIDA model; open-ended messaging
E)Selective demand; primary demand

Question 80

Sarah has created an advertisement promoting her company's car brand.This is an example of building primary demand.