Deck 17: Designing and Managing Integrated Marketing Communications

Question 1

Senders know that to effectively communicate they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

A) interest
B) response
C) attention
D) feedback
E) decoding

Answer 1

D

Question 2

The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________.

A) receiver/starter
B) initiator/receiver
C) sender/subject
D) beginner/receiver
E) sender/receiver

Answer 2

E

Question 3

Which of the following common communication platforms includes community relations?

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

Answer 3

C

Question 4

You choose to use the AIDA model of consumers' response hierarchy models. In the cognitive stage of the AIDA model, your campaign is designed just to ________.

A) increase knowledge.
B) create a preference.
C) gain attention.
D) stimulate interest.
E) gain exposure.

Question 5

Advertising and sales promotions are forms of mass or ________ communications.

A) e-commerce
B) personal
C) direct
D) nonpersonal
E) publicity

Question 6

If a consumer has an equally strong, favourable, and unique brand association with Subaru with the concepts "outdoors," "active," and rugged" because of exposure to a TV ad that shows the car driving over rugged terrain at different times of the year, the impact in terms of brand equity should be

A) confusing.
B) identical.
C) long lasting.
D) heightened.
E) inconsistent.

Question 7

The marketing communications mix consists of six major modes of communications. Which of the following involves designing programs to promote or protect a company's image?

A) public relations and publicity
B) direct marketing
C) personal selling
D) sales promotions
E) advertising

Question 8

According to the macromodel of communication, the four major communication functions are decoding, response, feedback, and

A) response.
B) noise.
C) feedback.
D) encoding.
E) message.

Question 9

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favourable, and unique brand association the impact in terms of brand equity should be

A) actionable.
B) prominent.
C) identical.
D) different.
E) measurable.

Question 10

In the process of buying a new car, a consumer might talk to others; research the car on the Internet, visit showrooms, and buy magazines dedicated to the automobile industry. Where would you start in developing your marketing communication planning?

A) Appoint an ad agency.
B) Select the most appropriate marketing communications tool.
C) Conduct an audit of all the potential interactions the target market has with the company and all its products and services.
D) Create message strategy.
E) Create the creative strategy.

Question 11

Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the product and brands that they sell.

A) reach
B) interest
C) attract
D) inform
E) sell

Question 12

Every ________ delivers an impression that can strengthen or weaken a customer's view of the company.

A) salesman
B) brand equity
C) brand contact
D) direct mail piece
E) featured ad

Question 13

Marketing communications can contribute to brand equity by establishing the brand in memory and ________ a brand image.

A) create demand
B) communicate
C) creating
D) create interest
E) introducing

Question 14

In communicating, selective attention, selective distortion, and ________ come into play.

A) selective interest
B) selective listening
C) noise
D) selective hearing
E) selective retention

Question 15

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the company and all its products and services.

A) interactions
B) usages
C) interests
D) consumers
E) exposures

Question 16

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A) Events and experiences
B) Publicity campaigns
C) Trade promotions
D) Advertisements
E) Public relations

Question 17

Your marketing communications mix includes mail, telephone, fax, e-mail, or the Internet to communicate directly with or solicit responses or dialogue from specific customers and prospects. Which of the six major modes of communication are you using?

A) sales promotions
B) personal selling
C) advertising
D) events and experiences
E) direct marketing

Question 18

Your responsibility is to spend the company's communications dollars efficiently. As a result, you have collected the costs of the various forms of the communication's mix. Your decision on "where" to spend your company dollars will be determined

A) according to its ability to return the "most bang for the buck".
B) according to its ability to build brand equity and drive brand sales.
C) according to its ability to communicate the "message" most creatively.
D) according to its ability to have the highest return on investment.
E) according to its ability to reach the most consumers.

Question 19

For your target audience of "new parents," communicating to them via newsletters, parenting magazines, "baby clubs," and through hospitals, is an example of what element of the macromodel of the communications process?

A) response
B) receiver
C) encoding
D) decoding
E) media

Question 20

Marketers need to assess which experiences and impressions will have the most ________ at each stage of the buying process.

A) consumers
B) duration
C) influence
D) dollars
E) traffic

Question 21

Consumer research has indicated that your target markets' consumers are aware of your product, have sufficient knowledge of the product's capabilities, like the product and established a preference for it, but have not developed a ________ about buying it.

A) purchase
B) preference
C) conviction
D) cognitive response
E) liking

Question 22

A well-chosen celebrity can draw attention to a product or brand. The choice of the celebrity is critical. The most important factor is the celebrity's

A) status.
B) looks.
C) credibility.
D) relevancy.
E) "fit".

Question 23

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

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

Question 24

Formulating the communications to achieve the desired response will require solving three problems: message strategy, creative strategy, and

A) message source.
B) market specific advertising.
C) transformational appeal.
D) media sources.
E) advertising.

Question 25

The eight steps in developing effective communications starts with the basics: identifying the target audience, determining the objectives, designing the communications, ________, and establishing the budget.

A) managing the process
B) measuring results
C) choosing the media mix
D) selecting the channels
E) selecting the advertising copy

Question 26

In developing effective communications, the first step that you have to take is to identify your target audience. It is often useful to define target audience in terms of ________ and loyalty.

A) personality
B) reach
C) usage
D) exposure
E) image

Question 27

Communicators use ________ appeals such as fear, guilt, and shame to get people to do things or stop doing things.

A) attractive
B) scary
C) destructive
D) emotional
E) negative

Question 28

John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego, and _______ satisfaction.

A) safety.
B) functional.
C) sensory.
D) exciting.
E) low costs.

Question 29

We can also conduct ________ analysis by profiling the target audience in terms of brand knowledge.

A) category
B) image
C) concept
D) idea
E) product

Question 30

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________.

A) expertise
B) reputation
C) experience
D) age
E) celebrity status

Question 31

Paul Hogan's Aussie ruggedness personified ________ for the Subaru Outback wagon.

A) likability
B) humour
C) a key product attribute
D) expertise
E) trustworthiness

Question 32

The commercials for pain remedies that promise quick relief to your "aches and pains" is an example of what type of creative strategy?

A) transformational appeal
B) informational appeal
C) collective appeal
D) personal appeal
E) image appeal

Question 33

Establishing a product category, such as electric cars, as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a

A) brand attitude.
B) purchase intention.
C) category need.
D) cognitive dissonance.
E) brand awareness.

Question 34

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

A) Personal selling
B) Direct marketing
C) Interactive marketing
D) Public relations
E) Sales promotion

Question 35

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

A) interest
B) assessment
C) exposure
D) involvement
E) emotions

Question 36

The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

A) attitude
B) behaviour
C) interest
D) cognitive response
E) preference

Question 37

Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.

A) point-of-purchase
B) transformational
C) branded entertainment
D) advertorials
E) individualization

Question 38

In micromodels of marketing communications, which of the four classic response hierarchy models includes trial and adoption in the behaviour stage?

A) innovation-adoption
B) response hierarchy
C) AIDA
D) hierarchy-of-effects
E) communications model

Question 39

The famous VW commercial with its famed the tag line "Drivers Wanted" is an example of

A) positive appeal.
B) transformational appeal.
C) direct marketing.
D) interactive marketing.
E) informational appeal.

Question 40

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

A) Personal selling
B) Sales promotion
C) Word-of-mouth marketing
D) Public relations
E) Advertising

Question 41

Internet marketers are using ________ as a form of word of mouth, or word of mouse, to encourage consumers to pass along company-developed products and services or audio, video, or written information to others online.

A) viral marketing
B) place marketing
C) subliminal marketing
D) public relations
E) event marketing

Question 42

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are attention-getting, invitation, and

A) incentive.
B) exclusion.
C) credibility.
D) impersonality.
E) inclusion.

Question 43

Dr. Pepper Snapple wishes to introduce a new natural energy drink. They establish their marketing communications budget to match their competitors' spending. Which budget method are they using?

A) affordable method
B) percentage of sales method
C) competitive-parity method
D) share-of-voice method
E) objective and task method

Question 44

Mass communications affect personal attitudes and behaviour through a two-step process. Ideas often flow from radio, television, and print to opinion leaders and from these to the less ________-involved population groups.

A) media
B) community
C) societally
D) culturally
E) advertising

Question 45

Personal communications channels derive their effectiveness through ________ presentation and feedback.

A) canned
B) effective
C) persuasion
D) group
E) individualized

Question 46

Companies must allocate the marketing communications budget over the eight major modes of communication advertising, sales promotion, public relations and publicity, events and experiences, interactive marketing, word-of-mouth marketing, and ________.

A) couponing
B) incentives
C) direct marketing
D) integrated marketing communications
E) Internet marketing

Question 47

Which of the following ads depict a transformational appeal?

A) Thompson Water Seal can withstand intense rain, snow, and heat
B) Pringles advertised "Once You Pop, the Fun Don't Stop" for years
C) DIRECTV offers better HD options than cable or other satellite operators
D) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's
E) Excedrin stops the toughest headache pain

Question 48

Nonpersonal channels are communications directed to more than one person and include advertising, sales promotions, events and experiences, and

A) direct exposure.
B) guerilla tactics.
C) coupons.
D) Internet access.
E) public relations.

Question 49

The four common methods that companies use to decide on a promotion budget includes the affordable method, the percentage-of-sales method, ________, and the objective-and-task method.

A) zero-based budgeting method
B) financial method
C) incremental growth method
D) last year's budget method
E) competitive-parity method

Question 50

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

A) expertise
B) likability
C) trustworthiness
D) integrity
E) experience

Question 51

A visit by a textbook publisher's sales representative is an example of

A) interactive marketing.
B) advocate channels.
C) e-marketing.
D) expert channels.
E) social channels.

Question 52

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

A) personal selling
B) public relations
C) word-of-mouth marketing
D) sales promotion
E) advertising

Question 53

Advertising can be used to build up long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and

A) pervasiveness.
B) invitation.
C) sound and sight.
D) intrusion.
E) motion.

Question 54

What celebrity has been chosen by Jenny Craig to promote its weight loss program?

A) Julia Roberts
B) Brett Favre
C) Celine Dion
D) Sarah Jessica Parker
E) Kirstie Alley

Question 55

The two-step flow of information challenges the notion that consumption styles are ________ influenced by a "trickle-down" or "trickle-up" effect from mass media.

A) affected
B) secondarily
C) starts with
D) originates
E) primarily

Question 56

Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product

A) suggests something about the user's status or taste.
B) suggests something about the user's family.
C) suggests something about the user's ethnic background.
D) suggests something about the user's education.
E) suggests something about the user's financial wealth.

Question 57

Any discussion about the effectiveness of mass communication has to take into account the dramatic changes that have ________ the effectiveness of the mass media.

A) expanded
B) supplemented
C) fragmented
D) eroded
E) increased

Question 58

________ channels consists of neighbors, friends, family members, and associates talking to target buyers.

A) Professional
B) Expert
C) Advocate
D) Global
E) Social

Question 59

Which of the following ads depict an informational appeal?

A) KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good"
B) Pringles advertised "Once You Pop, the Fun Don't Stop" for years
C) VW advertised to active, youthful people with its famed "Drivers Wanted" campaign
D) Stop smoking warning on the cigrette package
E) Excedrin stops the toughest headache pain

Question 60

________ channels consist of company salespeople contacting buyers in the target market.

A) Social
B) Advocate
C) Individualized
D) Personal
E) Expert

Question 61

An effectively trained company sales force can make four important contributions. These are increased stock position, missionary selling, key account management, and

A) enthusiasm building.
B) direct sales contacts.
C) customer contacts.
D) relationship selling.
E) account management.

Question 62

Advertising's ability to dramatize a company and its products through the artful use of print, sound, and colour is known as

A) amplified expressiveness.
B) pervasiveness.
C) relevant experience.
D) impersonality.
E) incentive.

Question 63

In measuring the effectiveness of a firm's communications investment, ultimately ________ measures capture the real payoff.

A) behaviour-change
B) sales
C) purchases
D) inaction
E) action

Question 64

Events and experiences provide many advantages to marketers.These can be relevant, engaging, and ________.

A) intimate
B) exciting
C) implicit
D) dramatic
E) entertaining

Question 65

Media coordination can occur across and within media types. A multiple media campaign deployed within a tightly defined time frame can increase message ________ and impact.

A) reach
B) awareness
C) content
D) impact
E) delivery

Question 66

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1) forging direct relationships with customers and (2) building a database of its best customers. This is an example of ________.

A) personal selling
B) coordinating media
C) direct marketing
D) brand linkages
E) integrated marketing communications

Question 67

To build brand equity, communication effects created by advertising must be linked to the brand. Often, such links are difficult to create because of

A) capital budgets.
B) consumer involvement.
C) management structure.
D) social interference.
E) marketing/departmental infighting.

Question 68

Many companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. This method of budgeting is called

A) competitive parity method.
B) percentage-of-sales method.
C) affordable method.
D) objective-and-task method.
E) budgeted method.

Question 69

Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only ________ and expenses.

A) ads
B) inputs
C) outputs
D) concepts
E) measures

Question 70

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

A) influenced
B) credible
C) effective
D) impartial
E) true

Question 71

When a communications director presents senior management with such things as press clipping counts, the number of ads placed, media costs, and such, he is supplying ________.

A) inputs and expenses
B) outputs
C) feedback
D) revenues
E) outcomes

Question 72

Many companies still rely on one or two communication tools. This practice persists in spite of the fragmenting of mass markets into a multitude of mini markets, each requiring its own approach; the proliferation of new types of media; and the growing ________ of consumers.

A) time poverty
B) interests
C) splintering
D) sophistication
E) randomness

Question 73

We find that 80 percent of the consumers in the total market are aware of brand A, 60 percent have tried it, and only 20 percent who have tried it are satisfied. This indicates that the communications program is effective in creating awareness, but the product fails to meet consumer

A) purchase intent.
B) interests.
C) expectations.
D) effect on complementary products.
E) awareness.

Question 74

The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to reach hard-to-find buyers, and dramatization.

A) "free"
B) low cost
C) invitation
D) high credibility
E) exposure

Question 75

Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the

A) product life cycle.
B) buying process.
C) marketing channel.
D) advertising mix.
E) marketing mix.

Question 76

Integrated marketing communications is "a planning process designed to assure that all brand _______ received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time."

A) image
B) equity
C) awareness
D) contacts
E) attitude

Question 77

Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities. These are personal interaction, response, and

A) relevance.
B) dramatization.
C) involvement.
D) customization.
E) cultivation.

Question 78

Which of the following strategies for strengthening communication effects involves the manner by which the brand is identified at the conclusion of a TV or radio ad?

A) media interactions
B) ad content and structure
C) ad retrieval cues
D) consumer involvement
E) brand signature

Question 79

In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Six criteria can be used to help determine whether communications are truly integrated. Which of the following is the extent to which common associations are reinforced across communication options?

A) contribution
B) complementarily
C) coverage
D) versatility
E) commonality

Question 80

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

A) Sales promotion
B) Advertising
C) Direct marketing
D) "Buzz"
E) Publicity