Deck 12: Integrating Marketing Communications

Question 1

What is the difference between a push policy and a pull policy? How is each implemented?

Answer 1

no answer

Question 2

During the decoding process:

A)the intensity of the transmission becomes stronger.
B)the receiver attempts to convert signs or symbols into concepts and ideas.
C)the source attempts to convert signs or symbols into concepts and ideas.
D)the source converts meaning into a series of signs or symbols that represent ideas or concepts.
E)the receiver filters noise from the feedback.

Answer 2

B

Question 3

The process of putting one's thoughts (meaning) into signs (symbols) is called:

A)decoding.
B)noise.
C)interference.
D)transmission.
E)encoding.

Answer 3

E

Question 4

Effective integration of marketing communication elements? Explain its purpose.

Question 5

How does sales promotion differ from general promotion?

Question 6

Draw, label and explain the communication process.

Question 7

Compared with advertising, what are the major advantages and limitations of personal selling?

Question 8

The Barristers' Deli decides to advertise its lunch specials on a community radio station.Marketing research later reveals that the restaurant's target market listens primarily to mainstream stations.This promotion program suffered from an error in the selection of:

A)shared symbols.
B)targeted customers.
C)the communications channel.
D)decoded meanings.
E)noise minimisers.

Question 9

How is product placement different from traditional advertising? What are some of the negative issues associated with product placement worldwide?

Question 10

If a message to customers is not properly encoded, what might happen? How can a marketer make sure this does not happen?

Question 11

A major goal of integrated marketing communications is to:

A)decentralise promotional efforts so that regions may address their specific customers' needs appropriately.
B)make better use of mass media advertising to reach a firm's target audience.
C)use promotional resources efficiently.
D)send a consistent message to customers.
E)utilise targeted promotional tools more precisely in order to reach different customers.

Question 12

Select three criticisms of promotion, and provide defences to refute them.

Question 13

Why is public relations important in communicating information about a company? Discuss negative public relations, and give an example.

Question 14

Discuss the different types of word-of-mouth media and how they impact promotional decisions.

Question 15

Why is communication an important concept in marketing a new or existing product?

Question 16

Identify the major objectives of promotion.

Question 17

In what ways can promotion be used to reduce sales fluctuations?

Question 18

In Gillette advertisements that use the well-known tagline 'Gillette, the best a man can get', Gillette is the communication:

A)receiver.
B)transmitter.
C)decoder.
D)source.
E)noise

Question 19

Discuss the major factors that affect the selection of promotion mix elements.

Question 20

Does promotion cost too much relative to the benefits it provides to customers?

Question 21

Channel capacity is determined by the:

A)most efficient component of the communication process.
B)least efficient component of the communication process.
C)source.
D)receiver.
E)meanings of the message.

Question 22

An activity or material that offers added value or incentive to resellers, salespeople or consumers is called:

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

Question 23

If a push policy is being used to promote a product, the firm:

A)promotes the product directly to consumers.
B)promotes only to the next lowest marketing institution in the marketing channel.
C)promotes the product to wholesalers only.
D)promotes the product to retailers only.

Question 24

All of the following are examples of publicity-based public relations tools except:

A)press conferences.
B)feature articles.
C)news releases.
D)annual reports.
E)news stories.

Question 25

Concerned about the impact of her firm's promotional messages, Sara Dickson of Magnum, Inc., seeks an approach with immediate feedback.Sara is most likely to achieve this through:

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

Question 26

Advertising, personal selling, sales promotion and public relations are called:

A)promotion mix elements.
B)marketing mix components.
C)characteristics of a product.
D)advertising tools.
E)non-personal communication.

Question 27

To gain maximum benefit from promotional efforts, marketers must strive to:

A)become directly involved rather than indirectly involved.
B)obtain information about the marketing environment through their MIS.
C)realise the needs of their target market and try to meet them.
D)properly plan, implement, coordinate and control communications.
E)use promotion during the growth stage of a product's life cycle.

Question 28

When a manufacturer advertises a product to consumers, resellers should view this promotion as a form of:

A)advertising.
B)strong manufacturer support.
C)relationship marketing.
D)strong reseller support.

Question 29

A paid form of non-personal communication about an organisation and/or its products that is transmitted to a target audience through a mass medium is called:

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

Question 30

The receiver's response to a message is __________ for the source.

A)feedback
B)the medium of transmission
C)noise
D)channel capacity

Question 31

Which of these is not an element of the marketing communications mix?

A)Advertising
B)Public relations
C)Distribution
D)Packaging
E)Sales promotion

Question 32

The message that a source originally encodes and the meaning that a receiver ultimately decodes:

A)contain circular feedback.
B)may be different because of noise.
C)are usually exactly the same.
D)rarely are similar because of feedback.
E)are collectively termed the medium of transmission.

Question 33

The Sharper Image likes to use non-personal communication in the form of news stories such as press releases for its new and improved products.This is an example of:

A)sales promotion.
B)advertising.
C)personal selling
D)publicity.
E)kinesic communication.

Question 34

Certain types of promotion, such as free samples, coupons, test drives or limited free-use offers, contests and games, are employed to:

A)induce selective demand.
B)stimulate demand.
C)encourage product trial.
D)pioneer promotion.
E)encourage primary demand.

Question 35

The basic role of promotion is:

A)information.
B)manipulation.
C)communication.
D)interpretation.
E)image enhancement.

Question 36

Newspaper ads for Blue Haven Pools offering discounted prices during June are examples of which of the following uses of promotion?

A)Retaining loyal customers
B)Promoting new product uses
C)Making salespeople more effective
D)Stimulating primary demand
E)Reducing sales fluctuations

Question 37

If a pull policy is being used to promote a product, the firm:

A)promotes the product directly to consumers.
B)promotes only to the next-lowest marketing institution in the marketing channel.
C)promotes the product to retail stores only.
D)promotes the product to wholesalers only.

Question 38

__________ links the purchase of an organisation's products to support of philanthropic organisations favoured by the target market.

A)Promotion
B)Cause-related marketing
C)Charity-related promotion
D)Selective-demand promotion
E)Charitable non-profit marketing

Question 39

Communication through the use of brochures, annual reports, event sponsorships and news stories is referred to as:

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

Question 40

Which target market characteristics are most important to consider before the promotion mix elements are determined?

A)Size, geographic distribution and demographic characteristics
B)Cultural diversity and population size
C)Age, sex, religion and race characteristics
D)Existing product adoption categories
E)Existing levels of price consciousness

Question 41

Use the following to answer questions
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion and viral marketing.They are not sure when to use each of these methods and have asked for your advice.
If the manufacturers of Whizz were to partner with Whirlpool to give away a bottle of Whizz with each new washer purchased during Whizz's first year, this would be an example of:

A)advertising.
B)sales promotion.
C)viral marketing.
D)packaging.
E)publicity-based public relations.

Question 42

When feedback occurs, the source becomes the receiver.

Question 43

Signs and symbols that can have more than one meaning should generally be avoided.

Question 44

Use the following to answer questions
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion and viral marketing.They are not sure when to use each of these methods and have asked for your advice.
The makers of Whizz considered a new promotional method for their product.A small box of Whizz was given to students living in university residences at the beginning of the academic year.Along with the Whizz, students received a coupon for $1.00 off their next purchase.They could receive another coupon for $3.00 off if they went online and emailed five friends to tell them about Whizz.The friends could then go to the website and print a coupon for $2.00 off their next purchase.The sample boxes given to the students are an example of __________, while the emails to the five friends are an example of __________.

A)sales promotion; advertising
B)sales promotion; personal selling
C)publicity; sales promotion
D)viral marketing; sales promotion
E)sales promotion; viral marketing

Question 45

Today, technology is allowing marketers to be more precise in targeting individual customers.

Question 46

A communications channel is a medium of transmission that carries the coded message from the source to the receiver or audience.

Question 47

An attempt to incite publicity and public excitement surrounding a product through a creative event is called:

A)guerrilla marketing.
B)viral marketing.
C)buzz marketing.
D)event marketing.

Question 48

Which of these refers to personal, informal exchanges of communication that customers share with one another about products, brands and companies?

A)Guerrilla communication
B)Word-of-mouth communication
C)Buzz marketing
D)Viral marketing
E)Conversational promotion

Question 49

Lucy receives an email from her sister-in-law containing a recommendation for a website that features a new type of home hair-colouring system.Lucy later discovers that her sister-in-law received a free trial kit for giving Lucy's and four other friends' email addresses to the marketer.This is an example of:

A)viral marketing.
B)buzz marketing.
C)guerrilla marketing.
D)a word-of-mouth pyramid.
E)personal advertising.

Question 50

Andrea admires the Gucci purse carried by one of the characters on her favourite television show.She later looks for the purse while shopping.This increasingly used form of promotion is called:

A)viral marketing.
B)buzz marketing.
C)publicity.
D)sales promotion.
E)product placement.

Question 51

Use the following to answer questions
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
Giving opinion leaders a new vehicle for two weeks is best described as an example of:

A)advertising.
B)personal selling.
C)sales promotion.
D)buzz marketing.
E)push marketing.

Question 52

Communication is a sharing of meaning.

Question 53

Use the following to answer questions
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion and viral marketing.They are not sure when to use each of these methods and have asked for your advice.
The makers of Whizz have decided to go to several different universities and hold contests for the dirtiest shirt.While at the universities, they will set up several washing machines near the campus bookstore to demonstrate the power of Whizz to clean these dirty shirts.Each contestant in the dirtiest shirt contest will receive a voucher for a free bottle of Whizz.The winner of the contest will receive a $50 gift card for the campus bookstore.This method of promotion is an example of __________.

A)viral advertising
B)sales promotion
C)product placement

Question 54

If promotion does not successfully do its job of stimulating demand, then the:

A)price of the promoted product is likely to increase.
B)price of the promoted product will remain reasonably stable.
C)price of the promoted product will decrease.
D)cost of promotion will decline.
E)cost will remain about the same.

Question 55

Use the following to answer questions
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
Suppose that Toyota contracts the producer of the next James Bond movie about using its new vehicle in a chase scene.This would be an example of:

A)sales promotion.
B)word-of-mouth promotion.
C)product placement.
D)viral marketing.
E)publicity.

Question 56

The receiver's response to a decoded message is called noise.

Question 57

The capacity of a communications channel is determined by the least efficient component of the communication process.

Question 58

When encoding a message, the source should use signs or symbols that are new to the audience.

Question 59

A disadvantage of integrated marketing communications is that companies often do not want to put all of their eggs in one basket.

Question 60

Use the following to answer questions
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
Suppose Toyota offered dealership salespeople a trip to Hawaii if they sold 10 of the new vehicles within the first month they were available.While the TV commercials (described above) would be an example of __________ marketing, this tactic would be an example of __________ marketing.

A)pull; push
B)personal selling; push
C)pull; sales promotion
D)push; pull
E)personal selling; sales promotion

Question 61

If promotion successfully stimulates demand, it will tend to increase prices.

Question 62

Promotion that is meant to encourage trial use attempts to retain loyal customers.

Question 63

The role of promotion is to communicate.

Question 64

Effective promotional programs require management efforts such as planning, organisation, implementation and control.

Question 65

The promotional method most commonly used for highly personal items is personal selling.

Question 66

When a push policy is used in promoting a particular product, the producer promotes the product only to the next channel member.

Question 67

Promotion that focuses on creating awareness is important only when a firm is introducing a new product to the market.

Question 68

A television advertisement that transmits several different types of audio messages and visual materials may be ineffective.

Question 69

Coupons are a form of sales promotion.

Question 70

Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Question 71

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Question 72

Public relations involves communication efforts used to create and maintain favourable relations between an organisation and its stakeholders.

Question 73

Firms that link the purchase of their product to philanthropic efforts are practicing cause-related marketing.

Question 74

Product placement is the strategic location of products or product promotions within TV programs to reach the product's target market.

Question 75

A promotion mix is a blend of four possible elements: advertising, personal selling, public relations and sales promotion.

Question 76

Deceptive promotional practices are common because of a lack of regulation.

Question 77

Personal selling makes immediate feedback from consumers possible.

Question 78

If a pull policy is used to promote a product, the producer promotes the product only to the next lowest marketing institution in the channel.

Question 79

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and encourage them to try their products in the hope they will spread favourable word about them.

Question 80

If an organisation is large and has a large promotional budget, it should use all four promotional methods.