Deck 15: Developing Integrated Marketing Communications

Question 1

How does a frequent-user incentive differ from a premium?

Answer 1

Answer not provided.

Question 2

Why is social media advertising a challenge for advertisers? What drawbacks exist with social media advertising?

Answer 2

Answer not provided.

Question 3

Compare and contrast institutional advertising and primary-demand advertising. Which type is the BP's "Still Working, Still Committed" campaign? Defend your answer.

Answer 3

Answer not provided.

Question 4

How might an organization benefit from using publicity?

Question 5

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
Refer to SME Ads Inc. As Steven plans to expand the company's focus to other major elements of the promotion mix, which of the following should he focus on if he wants to help his clients create and maintain favorable relationships between them and their various internal and external groups?

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

Question 6

What is the role of promotion in the marketing mix?

Question 7

What is the goal of integrated marketing communications?

Question 8

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Question 9

Why is the concept of integrated marketing communications becoming more accepted?

Question 10

Why would a billboard be inappropriate for a long message?

Question 11

What factors influence decisions about the composition of a promotion mix?

Question 12

Describe how and why a point-of-purchase display is set up and used in a retail store.

Question 13

What types of public-relations tools can organizations use?

Question 14

How do marketers decide the role of promotion in the overall marketing mix?

Question 15

Why is the ability of the salesperson to handle objections so important in the selling process?

Question 16

Does promotion increase prices? Use a specific example to help explain your answer.

Question 17

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Question 18

How does an order-getter differ from an order-taker? Which would you expect a propane gas route salesperson to be? Support your answer.

Question 19

How does immediate-response advertising differ from reminder advertising?

Question 20

What are the four primary elements in an organization's promotion mix? Briefly describe each of the elements.

Question 21

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
Refer to SME Ads Inc. Given that television ranks number one in total advertising revenue, if a client is interested in reaching a national audience, SME should advise the client to buy which of the following?

A) Network time
B) Yellow page sponsorship
C) Order-getter
D) Local time
E) Personal selling

Question 22

Ted Paine wants to facilitate exchange for his products by informing groups and influencing them to accept his firm's products. What would you suggest?

A) Select the appropriate channel of distribution.
B) Select the appropriate promotional activities.
C) Select the best manufacturer for his products.
D) Don't worry; intelligent people will find good products.
E) Avoid expensive advertising.

Question 23

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
Refer to SME Ads Inc. In developing the advertising campaign for a client, in which of the following steps should SME include the important selling points or features of the client's products?

A) Identifying and analyzing the industry
B) Defining the advertising objectives
C) Creating the advertising platform
D) Determining the advertising appropriation
E) Developing the media plan

Question 24

___ adds extra value to a produce or increases the customer's incentive to buy the product.

A) Public relations
B) Advertising
C) Publicity
D) Sales promotion
E) Personal selling

Question 25

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
Refer to SME Ads Inc. Which of the following terms refers to the type of advertising SME would use to increase the demand for all brands of a product within a specific industry?

A) Brand advertising
B) Selective-demand advertising
C) Corporate advertising
D) Primary-demand advertising
E) Institutional advertising

Question 26

If Jeans Inc. wants to ensure that customers receive a consistent message about its product, it should use the concept of

A) advertising.
B) sales promotion.
C) integrated marketing communications.
D) personal selling.
E) public relations.

Question 27

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. If R& P management chose to return a portion of a product's purchase price as a sales promotion method, it would be referred to as which of the following?

A) Sample
B) Rebate
C) Premium
D) Coupon
E) Direct mail

Question 28

Any nonpersonal promotional message that is paid for by an identified sponsor and directed to a selected audience is called

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

Question 29

In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its target market. Together these various methods are Tupperware's

A) promotion package.
B) advertising.
C) marketing mix.
D) promotion mix.
E) public relations.

Question 30

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. During which step of the personal selling process should an R&P salesperson ask the prospect to buy the product?

A) Closing the sale
B) Prospecting
C) Answering objections
D) Approaching the prospect
E) Making the advertisement

Question 31

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. If the managers at R&P were interested in implementing the most widely used type of publicity, they should utilize which of the following?

A) News release
B) Captioned photograph
C) Point-of-purchase display
D) Feature article
E) Press conference

Question 32

David believes that all promotional activities should be completely eliminated. What commonly held misconception does David likely have about promotion?

A) He believes that promotion is unnecessary and simply causes prices to be high.
B) He thinks advertising and personal selling are the only functions of marketing.
C) He thinks that promotion is expensive.
D) He believes a company's good reputation is the only tool that it needs.
E) He feels that competition in a free enterprise system would thrive without promotion.

Question 33

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. R&P management could use sales promotions for any of the following objectives except

A) to attract new customers.
B) to boost sales to current customers.
C) to reinforce advertising.
D) to steady increasing sales patterns.
E) to improve shelf space and displays.

Question 34

In its broader role, promotion serves to expedite exchanges directly and to bring about exchanges indirectly. In other words, promotion serves to

A) maintain positive relationships between a company and groups in the marketing environment.
B) create positive relationships between producers and consumers.
C) foster harmonious relationships among marketers.
D) control consumer needs.
E) encourage industry to push undesirable items.

Question 35

All of the following are categories of promotion except

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

Question 36

The relationship between promotion and sales promotion is that sales promotion

A) is a subset of advertising.
B) is a subset of promotion.
C) includes personal selling.
D) is totally unrelated to promotion.
E) is the same thing as promotion.

Question 37

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

A) integrated marketing communications.
B) public relations.
C) a promotion mix.
D) primary-demand advertising.
E) coordinated strategic planning.

Question 38

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
Refer to SME Ads Inc. SME recently created advertising for Maruti Automobiles for its new line of cars called Maruti Marvels. Such brand-oriented advertising is called

A) primary-demand advertising.
B) selective-demand advertising.
C) institutional advertising.
D) individualized advertising.
E) private advertising.

Question 39

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. R&P management knows that ____ is the most effective and least expensive means of communicating product information to a large number of individuals and organizations.

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

Question 40

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using

A) media relations.
B) promotion.
C) integrated marketing communications.
D) infomercials.
E) solicitation.

Question 41

Selective-demand advertising aimed at keeping a firm's name or product before the public is called ____ advertising.

A) reminder
B) cooperative
C) primary-demand
D) personal
E) comparative

Question 42

Advertising designed to enhance a firm's image or reputation is called

A) public information.
B) institutional advertising.
C) publicity.
D) selective-demand advertising.
E) primary-demand advertising.

Question 43

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

A) advertising.
B) public relations.
C) sales promotion.
D) personal selling.
E) integrated marketing communications.

Question 44

Advertising whose purpose is to increase the demand for all brands of a good or service is called

A) institutional advertising.
B) publicity.
C) selective-demand advertising.
D) primary-demand advertising.
E) public relations.

Question 45

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels. This article is an example of

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

Question 46

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly. This type of advertising is called ____ advertising.

A) primary-demand
B) reminder
C) immediate-response
D) institutional
E) media-oriented

Question 47

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties. This type of advertising is called ____ advertising.

A) primary-demand
B) institutional
C) comparative
D) reminder
E) immediate-response

Question 48

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public. This is known as ____ advertising.

A) primary-demand
B) immediate-response
C) reminder
D) comparative
E) public relations

Question 49

Walmart is opening a new store in a shopping mall. It announces a grand-opening sale in the local newspapers. This type of advertising is referred to as ____ advertising.

A) primary-demand
B) comparative
C) institutional
D) reminder
E) immediate-response

Question 50

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

A) reminder
B) primary-demand
C) immediate-response
D) comparative
E) cooperative

Question 51

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

A) advocacy
B) primary-demand
C) comparative
D) reminder
E) institutional

Question 52

____ advertising is illegal or unacceptable in some countries.

A) Personal
B) Cooperative
C) Comparative
D) Selective demand
E) Immediate-response

Question 53

Primary-demand advertising is

A) promotion of specific brands of goods or services.
B) image-building advertising.
C) advertising aimed at stimulating demand for an entire industry.
D) product-related advertising aimed at a company's primary target market.
E) aimed mainly at children who are in primary school.

Question 54

Advertising that concentrates on the specific attributes of the product―its brand, style, and type―is an example of

A) primary-demand advertising.
B) direct-mail advertising.
C) institutional advertising.
D) selective-demand advertising.
E) publicity.

Question 55

Advertising that is used to sell a particular brand of product is called

A) creative.
B) selective-demand.
C) institutional.
D) personal.
E) primary-demand.

Question 56

Lisa is in charge of maintaining good relationships between her organization and local government, business leader groups, and the general public. Lisa's responsibilities can be called

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

Question 57

When the campaign with the slogan "The Other White Meat" encouraged Americans to increase pork consumption, this was an example of ____ advertising.

A) selective-demand
B) institutional
C) immediate-response
D) primary-demand
E) reminder

Question 58

Advertising may be broadly classified into three groups:

A) selective demand, creative, primary demand.
B) point of purchase, personal, institutional.
C) publicity, point-of-purchase, personal.
D) selective demand, institutional, primary demand.
E) selective demand, institutional, point of purchase.

Question 59

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image. This is ____ advertising.

A) brand
B) institutional
C) comparative
D) primary-demand
E) immediate-response

Question 60

Advertising that is used to promote a particular brand is called ____ advertising.

A) media
B) selective-demand
C) institutional
D) primary-demand
E) mass

Question 61

Which of the following is true about Yellow Pages advertising?

A) The majority of advertising is used by local advertisers rather than national advertisers.
B) Nearly all advertising is used by large, national advertisers.
C) Ads are placed weekly and can consistently be changed.
D) Fewer than 25 percent of adults read Yellow Page ads approximately once a week.
E) Yellow Pages ads can be easily changed at any time.

Question 62

Which of the following is not an advantage of newspaper advertising?

A) It reaches a broad audience locally.
B) It provides only local coverage.
C) It is timely.
D) It has a short life span.
E) It is reasonable in cost.

Question 63

The Professional Businesswomen's Association on your campus has chosen to use direct mail to advertise its fee-based seminars. The president of the association has asked you to attend a planning meeting, where you will indicate the factors important to the success of direct-mail advertising. Which of the following will you explain to the group?

A) Newspaper advertising is really more selective than direct-mail advertising.
B) The success of direct-mail advertising depends on having appropriate and current mailing lists.
C) Magazine advertising is more prestigious than direct-mail advertising.
D) Direct-mail advertising consists of short promotional messages on posters and signs.
E) Direct mail, while effective, is not as selective as magazines.

Question 64

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

A) institutional
B) personal
C) selective-demand
D) political
E) comparative

Question 65

The market that a store attempts to reach by using newspaper advertising is a(n)

A) primary-demand audience.
B) national market.
C) local market.
D) interested market.
E) zone market.

Question 66

A major problem with direct-mail advertising is

A) the lack of a personal message.
B) the unselective nature of the medium.
C) its inability to reach a specific market.
D) the difficulty of checking the effectiveness of the mailing.
E) inaccurate mailing addresses that send the advertisements to the wrong consumers.

Question 67

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

A) out-of-home
B) reminder
C) cooperative
D) selective
E) institutional

Question 68

Gary-Wheaton Bank is increasing its number of branches and expanding banking services in the Chicago suburbs. Management wants to advertise in Time because it offers ___ editions.

A) segment
B) regional
C) geographic
D) zone
E) statewide

Question 69

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail. In this example, radio, TV, newspapers, magazines, and direct mail are called advertising

A) targets.
B) campaigns.
C) strategies.
D) blitzes.
E) media.

Question 70

Which of the following is true about magazine advertising?

A) Spending on magazine advertising has been flat over the last few years.
B) With the rise in Internet advertising, spending on magazine advertising has been drastically reduced.
C) Over the last five years, magazine advertising has seen small incremental growth.
D) Due to the short life span of magazine advertising, magazine advertising has minimally decreased.
E) Spending on magazine advertising has been on a slow rise over the past decade.

Question 71

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year. Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

A) Simply writing the name of the dance school and its phone number in black letters on a white billboard
B) Showing a picture of smiling dancers with the name of the dance school and the words "Enroll Today!"
C) Providing a comprehensive list of the various dance classes offered and the names of the dance instructors
D) Showing the schedule for all upcoming classes and the phone number and e- mail address to register
E) Having a picture of a previous dance class in their costumes from last year's recital and no text message

Question 72

Which of the following is the most selective advertising medium?

A) Direct mail
B) Magazines
C) Newspapers
D) Out-of-home advertising
E) Television

Question 73

Which of the following is not a characteristic of out-of-home advertising?

A) It is timely.
B) A specific geographic area can be pinpointed.
C) The message must be limited to a few words.
D) It is fairly inexpensive.
E) It is particularly suited to pictorial displays.

Question 74

You are in charge of advertising for a golf course in the Southwest. The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method. You feel obligated to warn him that newspaper advertising

A) has a short life span because people usually read it and then discard it.
B) is one of the most expensive forms of advertising available.
C) is likely to reach people outside the golf course's market area.
D) is untimely and therefore unlikely to provide any benefit.
E) has become almost worthless with all advertising moving to the Internet.

Question 75

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

A) institutional advertising.
B) primary-demand advertising.
C) public relations.
D) publicity.
E) selective-demand advertising.

Question 76

JCPenney ran a newspaper ad stating, "We are the friendliest store in town." This is an example of ____ advertising.

A) institutional
B) primary-demand
C) comparative
D) cooperative
E) long-term

Question 77

The advertising medium that receives the largest share of advertising dollars is

A) television.
B) magazines.
C) radio.
D) direct mail.
E) newspapers.

Question 78

Which of the following is not an advantage of magazine advertising?

A) Specific market segments can be reached.
B) It is more prestigious.
C) It has a longer life span.
D) It lacks timeliness.
E) The ad can be viewed repeatedly.

Question 79

Which of the following is not a disadvantage of newspaper advertising?

A) Poor color reproduction
B) Short life span
C) Difficulty in targeting specific audiences
D) Provision of only local coverage
E) Need to run most ads in black and white

Question 80

Which of the following is an advantage of magazine advertising?

A) The cost is high.
B) It lacks timeliness.
C) Ads can be seen repeatedly.
D) Color ads are expensive.
E) Ads cannot be adjusted quickly to reflect current market conditions.