Deck 14: Marketing Communications and Advertising

Question 1

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Answer 1

True

Question 2

When a marketer sends a message to the target market,the marketer must first decode the symbols used.

Answer 2

False
The receiver decodes the message; the marketer as a sender would encode it.

Question 3

Effective promotions are designed to either inform,persuade,or remind the target audience.

Answer 3

True

Question 4

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Question 5

Coca-Cola uses popular magazines,radio,and cable television to promote its products.Coca-Cola uses mass communication.

Question 6

The elements of the promotional mix include advertising,sales promotion,personal selling,and competitive advantage.

Question 7

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises.The other ads are examples of noise in the communication process.

Question 8

The key benefit of the AIDA concept is that it explains how all promotions influence purchase decisions.

Question 9

Compared to the other promotion mix tools,personal selling offers the marketer the greatest control over the situation.

Question 10

AIDA is an acronym for Attention-Interaction-Desire-Action.

Question 11

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Question 12

Advertising is any form of impersonal (one-way)paid communication in which the sponsor is identified.

Question 13

If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Question 14

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Question 15

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

Question 16

Promotion is the process by which we exchange or share meanings through a common set of symbols.

Question 17

In terms of the AIDA process,public relations has its greatest impact in gaining action from the targets of the message.

Question 18

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

Question 19

IMC stands for interactive marketing communications.

Question 20

Corporate blogs are those monitored by major search engines such as Google and Yahoo!

Question 21

The goal of advertising is to change people's values.

Question 22

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Question 23

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Question 24

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Question 25

Spending on advertising varies by industry.

Question 26

Marketers typically use either a push or a pull strategy exclusively.

Question 27

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Question 28

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Question 29

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Question 30

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

Question 31

A commercial for frozen pot pies showed two moms sitting in the stands at their sons' soccer game talking about feeding their family this product.This is an example of a slice-of-life executional style for advertising.

Question 32

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Question 33

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

Question 34

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Question 35

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Question 36

The DAGMAR approach is method one of setting advertising objectives.

Question 37

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Question 38

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Question 39

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

Question 40

The primary advantage of newspaper advertising is demographic selectivity.

Question 41

Consumers are looking more toward organic products to avoid exposure to pesticides,fungicides,herbicides,and antibiotics.Kashi provides a variety of products ranging from cereal to frozen dinners that are USDA organic.Being organic and having such a great variety gives Kashi a _____.

A) differential parity
B) synergistic goal
C) competitive advantage
D) comparative benefit
E) tactical objective for implementing strategy

Question 42

Chick-fil-A uses cows as its mascot.The cows are sometimes dressed in funny costumes or involved in some kind of behavior that defies cow-like conduct.Always they message is to encourage people to eat chicken,not beef.Chick-fil-A is the _____ of the message in this communication process.

A) sender
B) decoder
C) channeler
D) receiver
E) communicator

Question 43

Research has shown banner ads on Web sites to be very effective.

Question 44

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Question 45

One or more unique aspects of an organization that causes target consumers to patronize that firm rather than competitors is called:

A) comparative differentiation
B) competitive advantage
C) marketing mix
D) special benefit
E) promotional plan

Question 46

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

A) referential
B) mass
C) factual
D) interpersonal
E) public

Question 47

The main function of a promotional strategy is to:

A) convince the target customers that a firm's products offer competitive advantages over those of its competition
B) find a niche in the marketplace for the firm and its products
C) provide the firm with research information about the success of its marketing effort
D) create efficient distribution channels
E) guarantee control over the length of the stages of the product life cycle

Question 48

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

A) publicity objective
B) marketing differentiator
C) competitive advantage
D) one-to-one marketing advantage
E) sales promotional theme

Question 49

The _____ is the originator of the message in the communication process.

A) communicator
B) encoder
C) channeler
D) sender
E) receiver

Question 50

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

A) telemarketing
B) interpersonal communication
C) publicity
D) mass communication
E) crowd selling

Question 51

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

A) promotional strategy
B) set of promotion goals
C) marketing mix
D) communication mix
E) selling plan

Question 52

A costume rental company only runs newspaper advertisements the week before holidays,such as Christmas and Halloween.This is an example of a flighted schedule.

Question 53

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

A) Feedback
B) Promotion
C) Advertising
D) Publicity
E) Communication

Question 54

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Question 55

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

A) promotional strategy
B) tactic for communication
C) mass aggregation strategy
D) communication objective
E) informative strategy

Question 56

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

A) Distributive communication
B) Perceptual communication
C) Statistically provable advertising
D) Promotion
E) Publicity

Question 57

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

A) marketing mix
B) comparative differentiation
C) competitive advantage
D) researchable objective
E) promotional theme

Question 58

Interpersonal communication is:

A) nonpaid information such as publicity
B) paid communication placed in personal media
C) long-distance communication between a business and its target market
D) direct face-to-face communication between two or more people
E) noise-free communication

Question 59

The Americans for Balanced Energy Choices has spent $1.3 million on billboard,newspaper,television and radio ads to rally public support for coal-fired electricity.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

A) promotional strategy
B) tactic for communication
C) mass aggregation strategy
D) communication objective
E) informative strategy

Question 60

The two major categories of communications are:

A) primary and secondary
B) direct and indirect
C) long term and short term
D) mass and interpersonal
E) informative and persuasive

Question 61

Anything that interferes with,distorts,or slows the transmission of information in the communication process is referred to as:

A) media communication
B) feedback
C) static
D) nonpaid communication
E) noise

Question 62

A channel in communication is:

A) the only source of noise
B) the same as in distribution
C) usually an ad agency or public relations firm
D) someone who places advertising into media
E) any communication medium

Question 63

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

A) decoded
B) noise
C) feedback
D) channeled
E) static filled

Question 64

All of the following are elements of the communication process EXCEPT:

A) encoding
B) sender
C) channel
D) comprehension
E) receiver

Question 65

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

A) a corporate blog
B) an interactive Web site
C) narrowcasting
D) a noncorporate blog
E) a market concentration strategy

Question 66

_____ is the interpretation of the language and symbols sent by the source through a channel.

A) Encoding
B) Perceiving communication
C) Decoding
D) Channeling
E) Semiotics

Question 67

_____ is the conversion of the sender's ideas and thoughts into a message.

A) Development
B) Envelopment
C) Processing
D) Decoding
E) Encoding

Question 68

Tide laundry detergent has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as _____ for transmitting the message.

A) senders
B) decoders
C) encoders
D) channels
E) receivers

Question 69

For communication to be effective:

A) marketing managers should use both interpersonal and mass communications
B) all steps of the communications process model must take place
C) marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas
D) advertising messages must be general enough to cover all ages,social classes,and education levels
E) marketers should use televised instead of print communication

Question 70

What are the three basic tasks of promotion?

A) informing,persuading,and convincing
B) persuading,convincing,and reminding
C) informing,convincing,and reminding
D) informing,persuading,and reminding
E) persuading,comparing,and reminding

Question 71

The Richards Group,a Dallas ad agency,created the Chick-fil-A cows.Since the time they created the cows the message has always been "Eat more chikin." The ad agency acted as the _____ of the message.

A) decoder
B) sender
C) encoder
D) receiver
E) channeler

Question 72

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,the game served as a(n)____ for transmitting the message.

A) sender
B) decoder
C) encoder
D) channel
E) receiver

Question 73

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

A) feedback
B) decoding
C) noise
D) indirect transmission
E) nonverbal communication

Question 74

Within the communication process for a car dealer's ad,which of the following would be an example of noise?

A) competing ads
B) news stories in the newspaper
C) the physical surroundings in which the individual reading the ad is located
D) the presence of other people while the ad is being read
E) all of these

Question 75

Media,salespeople,or a retail store best represent which element of the communication process?

A) sender
B) encoding
C) message channel
D) decoding
E) noise

Question 76

The person who decodes a message in the communication process is called the:

A) target
B) audience
C) channel
D) receiver
E) recipient

Question 77

The most successful global marketing managers realize that:

A) senders of messages can communicate effectively with other cultures even if they know nothing of the other culture
B) any message can be considered uniform by easily translating the message into all the other languages
C) consumers' cultural environments do not play a large role in the communication process and affect decoding
D) it is imperative that every message be completely customized to each subculture
E) translation and possible miscommunication of their promotional messages can occur

Question 78

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of:

A) culture
B) locational variants
C) gender differences
D) income influences
E) hypergraphics

Question 79

Encoding is the:

A) creation of the original ideas and thoughts of a message
B) conversion of the sender's ideas and thoughts into a message
C) transmission of a message
D) receipt and comprehension of a message
E) deciphering and understanding of a message

Question 80

Just as Melanie was in sight of a billboard for the McDonald's,a police car drove by with its lights flashing.Melanie was so concerned with watching where the police car went that she totally missed seeing the fast-feeders billboard.In terms of the communication process,the police car acted as:

A) media interruptus
B) negative feedback
C) static
D) explicit communication
E) noise