Deck 11: Integrated Marketing Communications and the Changing Media Landscape

Question 1

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

Answer 1

True

Question 2

Examples of out-of-home advertising include:

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

Answer 2

E

Question 3

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

Answer 3

False

Question 4

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

Question 5

Marketers use _____ to deliver one consistent message to buyers.

Question 6

Billboards and ads on subways are examples of _____.

Question 7

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.

Question 8

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

Question 9

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

Question 10

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

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

Question 11

What impact does the media landscape have on marketers?

Question 12

What is involved in a company's IMC?

Question 13

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

Question 14

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

Question 15

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 16

Blogs and YouTube are types of _____ content.

Question 17

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

Question 18

Advertisements on airplane trays are examples of _____.

Question 19

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.

Question 20

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

Question 21

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 22

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 23

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 24

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

Question 25

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

Question 26

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 27

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

Question 28

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

Question 29

Product placement and sponsorships are forms of:

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

Question 30

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

Question 31

_____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 32

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

Question 33

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

Question 34

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

Question 35

_____ 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 36

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 37

_____ 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 38

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

Question 39

Press releases are an example of _____.

Question 40

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

Question 41

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

Question 42

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

Question 43

Very expensive and very technical products rely heavily on advertising.

Question 44

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

Question 45

The sender determines how the message is interpreted.

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

Choice of promotional media is independent of environmental factors.

Question 48

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 49

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 50

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 51

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

Question 52

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

Question 53

List and describe components of the promotional mix.

Question 54

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

Question 55

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

Question 56

Define the term trade promotions and list examples.

Question 57

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

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

Question 58

Senders _____ messages while receivers _____ messages.

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

Question 59

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 60

Purchasing a product provides the sender with _____.

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

Question 61

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

Question 62

What is involved in the perceptual process?

Question 63

Direct marketing leaves little scope for organizations to target a specific set of customers.

Question 64

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

Question 65

In terms of readership and advertising dollars,magazines and newspapers have remained unaffected by the Internet.

Question 66

What is involved in the communication process?

Question 67

In an attempt to promote gymnastic products among teenagers,Metal.Inc ,uses the series Make It or Break It,on CW.In this case Make It or Break It is being used as a(n)_____.

A) vehicle
B) encoder
C) supplier
D) intermediate
E) converter

Question 68

_____ provide continuous access to people on the go although reception may vary in different markets.

Question 69

A(n)_____ is the specific means within a(n)medium to reach a selected target market.

Question 70

Poor reception and poor print quality are examples of _____.

Question 71

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

Question 72

Purchasing a product provides the sender with _____.

Question 73

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

Question 74

Which of the following is true of direct marketing?

A) The response of consumers is rather slow.
B) Personalized ads are beyond the scope of direct marketing.
C) It is always effective as it takes care not to be intrusive.
D) It makes it possible to measure the return on investment.
E) A number of intermediate channels are involved.

Question 75

Direct marketing is very intrusive and many consumers may ignore attempts to reach them.

Question 76

Advertising is a form of free promotion.

Question 77

Telemarketing can be very effective for charitable organizations.

Question 78

What factors affect the choice of promotion mix elements?

Question 79

The general types of communication like television and radio are referred to as _____.

Question 80

Telemarketing is an example of:

A) vehicle.
B) encoding.
C) direct marketing.
D) personal selling.
E) a sales promotion.