Deck 15: Integrated Marketing Communications

Question 1

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Answer 1

True

Question 2

The role of promotion is to communicate.

Answer 2

True

Question 3

Today, technology is allowing marketers to be more precise in targeting individual customers.

Answer 3

True

Question 4

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

Question 5

Communication is a sharing of meaning.

Question 6

When encoding a message, the source should use signs or symbols that are new to the audience.

Question 7

Signs and symbols that can have more than one meaning should be avoided.

Question 8

Effective promotional programs require management efforts such as planning, organization, implementation, and control.

Question 9

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Question 10

Feedback does not exist for mass communication.

Question 11

A slow Internet connection is noise that is present in the communication channel itself.

Question 12

Channel capacity is determined by the most efficient component of the communication process.

Question 13

If integrated marketing communications works as intended, customers should receive clear and consistent messages.

Question 14

Interference on one's television set during a commercial is an example of noise.

Question 15

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

Question 16

The capacity of a communication channel is determined by the least efficient component of the communication process.

Question 17

The receiver's response to the decoded message is called noise.

Question 18

When feedback occurs, the source becomes the receiver.

Question 19

Mass media is used more frequently today than in the past.

Question 20

When a firm uses mass communication, feedback is rapid.

Question 21

Proxemic communication is communication through touching.

Question 22

Promotion can assist salespeople in finding likely sales prospects.

Question 23

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

Question 24

Advertising is a paid form of nonpersonal communication.

Question 25

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Question 26

Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.

Question 27

A marketer uses new introductory promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Question 28

Demand for a product category rather than for a specific brand is called primary demand.

Question 29

Several forms of promotion can be used to complement personal selling efforts.

Question 30

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.

Question 31

Personal selling makes possible immediate feedback from consumers.

Question 32

New introductory promotion neither emphasizes brand names nor compares brands.

Question 33

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

Question 34

A reseller advertising a manufacturer's products is viewed as strong manufacturer support.

Question 35

Promotion to encourage trial uses attempts to retain loyal customers.

Question 36

The phrase, purchase products, includes the acceptance of ideas and issues.

Question 37

Measuring the effect of advertising on sales is difficult.

Question 38

The absolute dollar outlay for advertising is usually low.

Question 39

Advertising is an inflexible promotional method.

Question 40

Selective demand is demand for a certain brand.

Question 41

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

Question 42

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Question 43

A breakfast cereal maker most likely will not use personal selling to promote its product.

Question 44

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Question 45

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Question 46

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Question 47

The promotional method most commonly used for highly personal items is personal selling.

Question 48

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Question 49

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable communication about them.

Question 50

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Question 51

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

Question 52

The price of a product influences the promotion mix to be used by the producer.

Question 53

Dunkin' Donuts sponsored America's Got Talent.In America's Got Talent,the judges were seen drinking from large sizes of Dunkin' Donuts drinks, complete with the Dunkin' Donuts logo. This is an example of product placement.

Question 54

When a push policy is used in promoting a particular product, the producer promotes the product directly to consumers.

Question 55

Personal selling tends to cost more than advertising.

Question 56

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Question 57

A news story about a product is an example of sales promotion.

Question 58

Public relations is a set of tools to be used primarily during crises.

Question 59

Coupons are a form of sales promotion.

Question 60

Advertising is one element of the promotion mix that is too expensive for small business firms.

Question 61

Selena is driving to work on I-95 and notices a billboard for new salads at Panera. She reads the message and sees the pictures of the new salads. In this case, Selena is the ____ and Panera is the ____ of this communication.

A)receiver; source
B)audience; promoter
C)decoder; coder
D)communicatee; communicator
E)feedback; noise

Question 62

Promotion of products tends to keep their prices high.

Question 63

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

A)receiver.
B)transmitter.
C)decoder.
D)source.
E)noise.

Question 64

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

A)communication.
B)integrated marketing communications.
C)tactile communication.
D)kinesic communication.
E)proxemic communication.

Question 65

As Kaitlyn prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

A)encoding
B)sourcing
C)decoding
D)sending
E)receiving

Question 66

One truth about promotion is that it raises prices.

Question 67

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

A)communications channel.
B)source.
C)relay channel.
D)decoder.
E)sender.

Question 68

If promotion is successful at stimulating demand, it will tend to increase prices.

Question 69

One positive aspect of promotion is that it informs consumers about products so they can make more intelligent buying decisions.

Question 70

Atticus is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Atticus is a ___, one who ___.

A)sender; encodes
B)receiver; decodes
C)source; encodes
D)receptor; decodes
E)channel member; decodes

Question 71

The process of putting one's thoughts (meaning) into signs (symbols) is called

A)decoding.
B)noise.
C)interference.
D)transmission.
E)the coding process.

Question 72

Integrated marketing communications allow an organization to coordinate and manage its promotional efforts to

A)boost sales.
B)reduce promotional expenses.
C)transmit consistent messages.
D)be more competitive.
E)transmit its values.

Question 73

A sharing of meaning defines

A)promotion.
B)information.
C)noise.
D)interference.
E)communication.

Question 74

While promotion does not create needs, it does capitalize on them.

Question 75

If UPS decided to outsource all of its marketing efforts to the Ads Agency, which specializes in advertising, sales promotion activities, and public relations, UPS would likely be striving to practice

A)one-stop shopping.
B)more expertise.
C)new introductory promotional efforts.
D)competitive promotional programming.
E)integrated marketing communications.

Question 76

Deceptive promotional practices today are common because of a lack of regulation.

Question 77

More stringent laws have made it so that deceptive advertising can no longer occur.

Question 78

For communication to occur, both the sender and receiver of information must

A)share the same decoding process.
B)use the same media.
C)have a common understanding of the symbols, words, and pictures used to transmit information.
D)use technology.
E)minimize noise.

Question 79

Certain types of promotion facilitate price competition.

Question 80

A small percentage of promotion efforts are deceptive.