Deck 1: An Overview of Integrated Marketing Communications

Question 1

The promotional mix is the collection of specific elements of a brand's 4Ps-product,place (distribution),price,and promotion-and usually aimed at a target market.

Answer 1

False

Question 2

By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple communication tools in conjunction with one another can produce greater results than tools used individually and in an uncoordinated fashion.

Answer 2

False

Question 3

Earned media is also known as "free media." 

Answer 3

True

Question 4

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 5

Marketing communications objectives usually are accomplished sequentially.

Question 6

The use of marketing communications is not appropriate for nonprofit organizations.

Question 7

The use of integrated marketing communications is restricted to the mass media.

Question 8

All firms employ marketing communications to one degree or another.

Question 9

Central to the definition of marketing communications is the notion that all marketing mix variables,and not just promotion alone,can communicate with customers.

Question 10

Novice managers are more likely than experienced managers to practice integrated marketing communications.

Question 11

The terms touchpoint and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Question 12

Unlike advertising,publicity is not paid for by the company.

Question 13

The integrated marketing communications process uses an "inside-out" approach in identifying communication vehicles.

Question 14

One reason firms have not practiced integrated marketing communications is because outside suppliers,such as advertising agencies,public relations agencies,social media firms,and sales promotion agencies,have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.

Question 15

Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.

Question 16

The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.

Question 17

Trade sales promotion includes the use of coupons,premiums,free samples,contests/sweepstakes,and rebates.

Question 18

Organizations traditionally have handled advertising,sales promotions,mobile advertising,social media,and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.

Question 19

Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand's marketing mix such that all elements speak with one voice.

Question 20

Examples of paid media include mobile sites and blogs.

Question 21

Marketing communications is used by which type of organization? 

A) business-to-business companies 
B) business-to-consumer companies 
C) nonprofit organizations 
D) None of these are correct. 
E) All of these are correct.

Question 22

Which of the following is NOT a form of media advertising? 

A) television 
B) radio 
C) magazines 
D) sales promotions 
E) newspapers

Question 23

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

A) media advertising 
B) promotions 
C) place advertising 
D) point-of-purchase advertising 
E) public relations

Question 24

Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience.

Question 25

An advantage of using advertising agencies is their ability to conduct direct-to-consumer advertising.

Question 26

Purchase intentions are not valid measures of communication outcomes.

Question 27

There is an optimum mixture of expenditures between advertising and promotion that can be determined by using computer models.

Question 28

Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers? 

A) marketing promotion 
B) promotion 
C) sales promotion 
D) marketing communications 
E) integrated marketing communications

Question 29

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the marketing communications decision-making process.

Question 30

The expected outcomes from fundamental and implementation decisions are enhancing brand equity and establishing momentum.

Question 31

Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications.

Question 32

The fundamental decisions in the marketing communications decision-making process are conceptual and strategic,and the implementation decisions are practical and tactical.

Question 33

Successful marketing communication requires building relationships between brands and their consumers/customers.

Question 34

The concept of media is relevant to all marcom tools.

Question 35

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.

Question 36

Sales promotion is the marcom tool most capable of directly affecting consumer behavior.

Question 37

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Question 38

Many brand managers and their agencies have increased the role of TV in their marcom budgeting because TV advertising is more cost-efficient than digital advertising 

Question 39

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis-à-vis competitive brands in the product category.

Question 40

The marketing mix for a brand consists of _____.

A) product 
B) price 
C) promotion 
D) place 
E) All of these are correct.

Question 41

Which of the following is NOT one of the reasons why organizations have been reluctant to change from a single-function,specialist model to an integrated marketing communications approach?  

A) managerial parochialism 
B) fear that change might lead to budget cutbacks in one's area of control 
C) no way to assess the effectiveness of integration 
D) fear of reductions in authority and power 
E) fear of reductions in perceived expertise

Question 42

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light? 

A) touchpoint 
B) contact 
C) intersection 
D) touchpoint and contact 
E) touchpoint, contact, and intersection

Question 43

Consumer sales promotion includes all of the following EXCEPT _____.

A) contests/sweepstakes 
B) rebates 
C) premiums 
D) quantity discounts 
E) free samples

Question 44

Which approach will best serve the customers' needs and motivate them to purchase the brand? 

A) inside-out 
B) outside-in 
C) top-down 
D) bottom-up 
E) combination

Question 45

Which of the following is achieved when multiple communication tools are used in conjunction with one another producing greater results than tools used individually and in an uncoordinated fashion? 

A) synergy 
B) duplicity 
C) multiplicity 
D) redundancy 
E) repetition

Question 46

Which of the following is NOT a general objective for a company's marcom program? 

A) inducing action 
B) satisfying 
C) persuading 
D) informing 
E) All of these are objectives of a company's marcom program.

Question 47

Which of the following is central to the definition of marketing communications? 

A) All marketing mix variables, and not just promotion alone, can communicate with customers. 
B) Marketing communications is intentional rather than unintentional. 
C) Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior. 
D) Communication tools should be handled as virtually separate practices. 
E) Mass media advertising should receive consideration before other communication methods.

Question 48

Which of the following is a benefit of both earned and paid media? 

A) longevity 
B) cost efficiency 
C) transparency 
D) versatility 
E) control

Question 49

All of the following are examples of place advertising EXCEPT _____.

A) billboards and bulletins 
B) shopping cart ads 
C) transit ads 
D) posters 
E) cinema ads

Question 50

The marketing manager for Carver Products,Inc.asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products.The marketing manager would most likely use this information in designing a(n)_____.

A) point-of-purchase display 
B) board of director's report 
C) integrated marketing communications program 
D) marketing research survey 
E) slice-of-life television commercial

Question 51

The idea that a brand's touchpoints should surround the target audience is known as _____.

A) consumer-oriented marketing 
B) the media-neutral approach 
C) 360-degree branding 
D) the rotation principle 
E) event marketing

Question 52

A key feature of integrated marketing communications is that the process should _____.

A) use an "inside-out" approach in identifying communication vehicles 
B) be restricted to only one or a select number of communication media 
C) use the same media to reach all target audiences to improve efficiency 
D) start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand 
E) utilize the same communication media over time

Question 53

Which of the following statements is true regarding the adoption of integrated marketing communications (IMC)? 

A) Novice managers are more likely than experienced managers to practice IMC. 
B) Firms involved in marketing services rather than products are more likely to practice IMC. 
C) Business-to-business companies are more likely than business-to-consumer companies to practice IMC. 
D) Less sophisticated firms are likely adherents to IMC. 
E) All of these are correct.

Question 54

What does the phrase "speak with a single voice" mean? 

A) Carefully select those tools that are most appropriate for the communications objective at hand. 
B) Reach the target audience efficiently and effectively using touchpoints that fit the audience. 
C) Successful marketing communications requires building relationships between brands and their consumers/customers. 
D) All marketing communication elements should use the same endorser so that consumers do not get confused. 
E) Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 55

Publicity and advertising are alike in that both _____.

A) are paid for by the company 
B) usually come in the form of news items or editorial comments about a company's products or services 
C) attempt to stimulate short-term buyer behavior 
D) are nonpersonal communication 
E) All of these are correct.

Question 56

Which of the following is NOT a key feature of integrated marketing communications? 

A) Start with the customer or prospect. 
B) Use any form of relevant contact or touchpoint. 
C) Speak with a single voice. 
D) Influence brand awareness and enhance consumer attitudes toward the brand. 
E) Build relationships.

Question 57

Marketing communicators should realize that other communication methods must receive careful consideration before _____ is automatically assumed to be the solution.

A) sales promotion 
B) personal selling 
C) point-of-purchase advertising 
D) event marketing 
E) mass media advertising

Question 58

Which of the following promotional mix elements consists of activities that attempt to stimulate short-term buyer behavior? 

A) sales promotion 
B) advertising 
C) publicity 
D) personal selling 
E) All of these are correct.

Question 59

The process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals is known as _____.

A) promotion 
B) advertising 
C) integration 
D) marketing 
E) communications

Question 60

The ultimate objective of integrated marketing communications is to _____.

A) increase brand awareness 
B) affect the behavior of the targeted audience 
C) learn how to outsell the competition 
D) lower production costs 
E) None of these are correct.

Question 61

Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.

A) speak with one voice 
B) create synergy 
C) build customer/brand relationships 
D) start with the customer/prospect 
E) reach consumers who cannot be reached through traditional mass media

Question 62

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

A) Targeting 
B) Positioning 
C) Budgeting 
D) Setting objectives 
E) Momentum

Question 63

Which of the following variables do companies use to identify potential target markets? 

A) demographics 
B) lifestyles 
C) product usage patterns 
D) geographic considerations 
E) All of these are correct.

Question 64

The choice of appropriate marketing communications tools and media naturally flows from the answer to which of the following questions? 

A) "What is the most cost-efficient communications to use?" 
B) "Which communications tool best serves the company's needs?" 
C) "How easy will it be to evaluate the effectiveness of the communications?" 
D) "What are the communications supposed to do or accomplish?" 
E) "Who is the target audience for the communications?"

Question 65

Which of the following is NOT a budgeting method? 

A) top-down budgeting (TD) 
B) bottom-up budgeting (BU) 
C) top-down/bottom-up/top-down process (TDBUTD) 
D) bottom-up/top-down process (BUTD) 
E) top-down/bottom-up process (TDBU)

Question 66

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions.This is done by creating special events or developing exciting venues that attempt to _____.

A) appeal to consumers' demographic characteristics 
B) reposition products or services by connecting with consumers' functional needs 
C) generate increased sales to current customers 
D) develop new target markets 
E) build the sensation that a sponsoring brand is relevant to the consumer's lifestyle

Question 67

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

A) top-down 
B) bottom-up 
C) bottom-up/top-down 
D) top-down/bottom-up 
E) hierarchy

Question 68

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then determine the best way to allocate the marketer's budget.What is this approach known as? 

A) inside-out 
B) bottom-up 
C) media-neutral 
D) media-centric 
E) goal-oriented

Question 69

_____ involves the use of any of several media to transmit messages that encourage buyers to purchase directly from the advertiser.

A) Direct response advertising 
B) Personal selling 
C) 360-degree branding 
D) Media-neutral advertising 
E) Multiple-media advertising

Question 70

Affecting the behavior of the target audience means that marketing communications must _____.

A) influence brand awareness 
B) move people to action 
C) enhance consumer attitudes toward the brand 
D) reach the target audience efficiently and effectively using touchpoints that fit the audience 
E) speak with a single voice

Question 71

The value of customer retention has been compared to a(n)_____.

A) clogged drain 
B) leaky bucket 
C) sand castle 
D) ice sculpture 
E) bee hive

Question 72

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

A) relationship statement 
B) creative brief 
C) positioning statement 
D) contact brief 
E) touchpoint

Question 73

A key characteristic of integrated marketing communications is the building of relationships with customers.Which of the following is NOT a benefit of building relationships? 

A) repeat purchases 
B) loyalty toward a brand 
C) enduring links between a brand and its customers 
D) greater profitability 
E) huge acquisition costs

Question 74

A brand's _____ represents the key feature,benefit,or image that it stands for in the consumer's or the target audience's collective mind.

A) equity 
B) image 
C) position 
D) name 
E) trademark

Question 75

What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC)? 

A) There is a lack of interest in IMC by top management. 
B) The cost of implementing an IMC program is difficult to justify. 
C) Little can be gained by coordinating the various marketing communications elements. 
D) Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications. 
E) Measuring the return on investment is nearly impossible.

Question 76

Which of the following is an implementation decision in the marketing communications decision-making process? 

A) targeting 
B) mixing elements 
C) budgeting 
D) positioning 
E) setting objectives

Question 77

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels? 

A) positioning statement 
B) contact point 
C) relationship statement 
D) creative brief 
E) creative platform

Question 78

Which of the following is a fundamental decision in the marketing communications decision-making process? 

A) targeting 
B) positioning 
C) setting objectives 
D) budgeting 
E) All of these are correct.

Question 79

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions? 

A) increasing sales and profits 
B) enhancing brand awareness and attitudes 
C) enhancing brand equity and affecting behavior 
D) increasing purchase intentions and affecting behavior 
E) enhancing brand equity and increasing brand awareness

Question 80

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

A) increase brand awareness 
B) cut costs 
C) increase product usage 
D) enhance brand equity 
E) increase the rate of purchase