Deck 16: Integrated Marketing Communications

Question 1

Which of the following techniques have been used to promote companies?

A) advertising in space
B) product placement in television shows
C) product placement in books
D) all of the above

Answer 1

all of the above

Question 2

Which of the following is NOT a technique used in integrated marketing communications?

A) product placement in movies and TV shows
B) celebrity spokespersons
C) third-party sponsorship
D) sponsorship of sporting events

Answer 2

third-party sponsorship

Question 3

The intersection of public relations and publicity, advertising, sales promotion and marketing is referred to as

A) database marketing.
B) integrated marketing.
C) cross promotion.
D) sales promotion.

Answer 3

integrated marketing.

Question 4

Motivating prospective customers to action describes what ________ is effective at doing.

A) sales promotion
B) traditional marketing
C) traditional advertising
D) public relations

Question 5

If public relations practitioners see themselves as key players in IMC, they must

A) touch consumers one on one.
B) establish credibility.
C) motivate prospective customers.
D) build brand awareness.

Question 6

A major difference between public relations and marketing is that

A) The focus in marketing is on selling the organization's image; in public relations the focus is on selling an organization's service above all else.
B) There virtually is no difference between the two.
C) The focus in public relations is on marketing an organization; in marketing, it's on selling a service or product.
D) The focus on value rather than price is the province of marketing; in public relations it's on price rather than value.

Question 7

A major difference between public relations and advertising is

A) Advertising is about selling an organization; in public relations it's about selling products and services.
B) Public relations strives for unbiased, objective, third-party messengers to relay information about an organization as well as its products and services; in advertising, the choice of media helps accomplish that.
C) There virtually is no difference between the two.
D) Advertising focuses on paying for time or space that allows advertisers to disseminate their organization's messages about its products and services; in public relations, credibility helps to earn media recognition.

Question 8

Which of the following is NOT and should NOT be part of what public relations practitioners do in an IMC project or campaign?

A) write product publicity
B) create paid spots for radio and TV featuring products and services
C) use appropriate celebrity spokespersons to gain media attention
D) use special events to create buzz

Question 9

Which of the following attitudes of marketing people have changed?

A) treating public relations as merely an ancillary part of the marketing mix
B) making sure products and services meet the desires and needs of customers
C) pricing products and services competitively
D) assuring products are distributed widely

Question 10

Which of the following is NOT true of to Philip Kotler?

A) He is a premier thinker in the marketing world.
B) He is an advocate of the 4 Ps.
C) He dismisses the value of public relations in the marketing mix.
D) He believes public relations is a fifth P in the marketing mix.

Question 11

Which of the following statements about product publicity is FALSE?

A) It's what public relations is all about.
B) It's the essence of the value of integrating public relations and marketing.
C) It's an important adjunct to advertising.
D) It's the basis for much of what consumers know or believe about products.

Question 12

In which of the following areas is product publicity NOT very effective?

A) tying a product to a unique representative
B) explaining a complicated product
C) competing against better funded products
D) meeting sales quotas

Question 13

If the effectiveness of publicity is exemplified by how long a company can tie its product to an iconic figure, then ________ appears to hold a record.

A) Burger King's "King"
B) The Muppet's Miss Piggy
C) Ronald McDonald
D) Morris the Cat

Question 14

_______ indicate(s) the value of tying mascots to products.

A) the well-known, annual kennel show in New York City
B) Snapple and Balloons Over Broadway
C) General Mills' creation of Green Giant Food Company and a related Web site
D) Morris the Cat as a spokesperson for PETA

Question 15

Third-party endorsement is essentially

A) what media give to a company, its products, and services by mentioning them as news.
B) what advertisers earn the minute they pay and place their ads and spots.
C) what the King brings to the product he advertises.
D) what the late Michael Jackson brought to Pepsi and other products he endorsed.

Question 16

Advertising is NOT held in as high esteem as marketing people would hope because

A) it rarely is as creative today as it was 25 years ago.
B) there's a stigma about the message being created and paid for by the sender.
C) it is not written or talked about as much in media as publicity items.
D) it is perceived as news.

Question 17

A practice among some news editors because of the proliferating raft of product placements in the media is to

A) mention brands or companies in news columns.
B) delete mention of brands or companies in news columns.
C) flip a coin whether or not to mention a brand or company in a news column.
D) ignore their publisher and treat well those who treat news reporters professionally.

Question 18

A public relations practice that media scorn is

A) finding legitimate news angles that earn product or company mentions in media.
B) creating a differentiable identity for a client.
C) placing well-known people on TV but failing to disclose they are representing a particular company.
D) pitching features that have a promotional angle.

Question 19

Branding is

A) creating a position or differentiable identity for a company or product.
B) what public relations is all about.
C) what advertising is all about.
D) what marketing is all about.

Question 20

To establish a unique brand, IMC must do all the following EXCEPT

A) be aggressive.
B) create an urban legend on the Internet.
C) be early.
D) create a distinct personality.

Question 21

The "law of primacy" is essential in

A) establishing the impression that you were first in a product category.
B) establishing credibility.
C) gaining credibility with media.
D) earning prime placement in media.

Question 22

Types of subjects associated with public relations include all EXCEPT which of the following?

A) those that focus solely on selling the product or service
B) those that trumpet why people should think about an issue
C) those that reinforce a company's reputation by showing the company's core values without focusing on selling a product or service
D) those that support causes in the public's interest

Question 23

Which of the following companies initiated nonproduct advertising that is associated with the term public relations advertising?

A) Mobil Corporation
B) Warner & Swasey
C) Friendly's Ice Cream Corporation
D) Pepsi-Cola

Question 24

Issues advertising was spearheaded by which of the following?

A) Warner & Swasey
B) Mobil Corporation
C) Friendly's Ice Cream Corporation
D) Pepsi-Cola

Question 25

Typical topics of traditional public relations advertising focus on all the following EXCEPT

A) organizational resources.
B) growth of the firm.
C) product advertising.
D) organization name changes.

Question 26

If you've received publicity in a magazine or newspaper, what can you produce to extend the impact of that coverage?

A) a brochure
B) an article reprint
C) a PSA
D) a backgrounder

Question 27

One of the principal forums for generating solid publicity can be a trade show because

A) it provides an opportunity to showcase what's new to a captive, interested audience, including trade book reporters.
B) it generates information about your company that is sure to gain attention from media based where the show is held.
C) it's always worth more than the cost in time, money, and human resources.
D) it generates sales leads for the public relations department.

Question 28

Which of the following is NOT among criteria that celebrity spokespersons should meet?

A) A celebrity spokesperson should be articulate.
B) A celebrity spokesperson should be a college graduate.
C) A celebrity spokesperson should have high moral character.
D) A celebrity spokesperson should be thoroughly knowledgeable about the subject or product.

Question 29

A reason cause-related marketing is likely to continue to grow in this century is

A) the high cost of advertising.
B) so many middle-aged baby boomers are more concerned about issues that affect their lives.
C) the natural and apparent connections between causes and companies.
D) the high cost of sales promotions.

Question 30

Which of the following is NOT an example of an in-kind promotion?

A) providing samples and gifts of products and services with sales literature
B) providing posters of products or services for well-trafficked venues
C) one that anonymously supports causes in the public's interest
D) providing services or products as prizes for a charity for mention in promotional materials

Question 31

Which of the following is NOT an example of 21^st century promotional innovation associated with integrated marketing?

A) infomercials
B) brand integration in the action on a television program
C) buzz marketing
D) news releases

Question 32

Which of the following is NOT characteristic of buzz marketing?

A) began with teens
B) can be anywhere from 10 seconds to 60 minutes
C) enlists "trend setters"
D) another name for word-of-mouth

Question 33

Which of the following is NOT a "venue" for integrated marketing?

A) sports teams
B) airsickness bags
C) a house of worship
D) songs

Question 34

Integrated marketing communications (IMC) is no longer where advertising, sales promotion, and marketing intersect with publicity to promote organizations, their services and products.

Question 35

Neither advertising nor marketing is dead, but integrating them with public relations and publicity is very much the rule in many organizations.

Question 36

Public relations focuses on selling an organization while advertising focuses on marketing an organization.

Question 37

Clutter or noise interferes with whether organizations actually make customers aware of their products through marketing and advertising.

Question 38

Marketing guru Philip Kotler advocated for expanding the traditional 4 Ps of marketing, designating public relations the fifth P.

Question 39

For many people, the essence of the value of integrating marketing with public relations comes from product publicity.

Question 40

The public is well aware that much of what it has come to know and believe about a wide variety of products and services comes via publicity covered in the media.

Question 41

Publicity can be used to explain a complicated product.

Question 42

Publicity is not valuable in tying a unique representative to a product.

Question 43

Media avoid mention of a company or its brand in a news story to create the impression that they generated the facts, ideas, and photo situations, but so very often, practitioners plant the seeds for many stories.

Question 44

Branding is differentiating the identity of the position of a company and/or its products and services.

Question 45

Using heritage is not a key to branding because it is so difficult to capitalize on traditions and history associated with a product or organization.

Question 46

Image advertising, institutional advertising, and issues advertising are all variations of public relations advertising.

Question 47

Public relations advertising can be used by an organization to effectively convey messages about mergers and diversification.

Question 48

Article reprints can be used strategically in efforts to add maximum sales punch for the marketing organization.

Question 49

Essential to participating in a trade show is evaluating the merits of that participation after the show has concluded.

Question 50

In addition to spokespersons being articulate, fast on their feet, and thoroughly knowledgeable about an organization, they must be upfront about their being paid advocates for an organization.

Question 51

Cause-related marketing ties together fund-raising efforts of nonprofit groups with objectives of corporate sponsors.

Question 52

An in-kind promotion occurs when a company provides a service, product, or other consideration in exchange for publicity.

Question 53

Another term for word-of-mouth marketing is buzz marketing.

Question 54

Some 21^st century venues for integrated marketing include blogs and even parts of people's anatomy.

Question 55

Provide some evidence that today sure ain't "your mother's marketing"
environment.

Question 56

Who is Philip Kotler, and how significant is he to the practice of public relations?

Question 57

Indicate ways publicity can be quite effective in the marketing mix.

Question 58

Discuss how trade shows provide opportunities for public relations people to shine and to demonstrate just how integral the public relations function is to marketing.

Question 59

What does cause-related marketing offer public relations people that other items in the promotion part of the marketing mix don't usually offer?