Deck 10: Integrated Marketing Communications 1: Mass Communications Techniques

Question 1

If a market were small, which of the following promotional methods would be the most suitable?

A)Sales promotion
B)Personal selling
C)Digital communications
D)Category management

Answer 1

B

Question 2

If a complex technical argument were required, which of the following promotional methods would be the most suitable?

A)Personal selling
B)Advertising
C)Public relations
D)Digital communications

Answer 2

A

Question 3

Which of the following is part of the promotional mix?

A)Pricing
B)Personal selling
C)Distribution
D)Branding

Answer 3

B

Question 4

A pull strategy involves which of the following?

A)A pull strategy involves an attempt to sell into channel intermediaries (e.g. retailers) and is dependent on personal selling and trade promotions
B)A pull strategy involves bypassing intermediaries to communicate to consumers directly
C)A pull strategy involves a small promotional expenditure at the start of an advertising campaign and gradually increasing expenditure to improve the longevity of a campaign
D)A pull strategy involves small promotional expenditure throughout the duration of an advertising campaign due to product unsuitability to advertising campaigns

Question 5

Where a pull strategy is being deployed, which of the following promotional methods would be the most suitable?

A)Personal selling
B)Trade promotions
C)Trade advertising
D)Advertising

Question 6

Which of the following refers to 'publicity'?

A)The communication of a product or business by placing information about it in the media without paying for the time or space directly
B)Generating word -of-mouth through original and effective advertising campaigns that are in the public domain
C)Refers to the art of public relations, managing the informational needs of all a company's key constituents
D)All of the above

Question 7

A push strategy involves which of the following?

A)A push strategy involves an attempt to sell into channel intermediaries (e.g. retailers) and is dependent on personal selling and trade promotions
B)A push strategy involves bypassing intermediaries to communicate to consumers directly
C)A push strategy involves heavy promotional expenditure at the start of an advertising campaign to achieve the maximum impact
D)A push strategy involves heavy promotional expenditure throughout the duration of an advertising campaign to achieve maximum impact

Question 8

Companies that coordinate their marketing communications tools to deliver a clear, consistent, credible and competitive message about the organization and its products employ which of the following strategies?

A)Integrated Marketing Communications
B)Stakeholder Marketing Communications
C)Marketing Public Relations
D)Corporate Identity Management

Question 9

The acronym 'AIDA' stands for which of the following?

A)Awareness, Interest, Desire, Action
B)Attention, Idea, Decision, Action
C)Attention, Information, Distinguish, Action
D)Awareness, Intention, Decision, Action

Question 10

Companies are increasingly using the 'Integrated Marketing Communications' concept due to which of the following?

A)Failure of traditional promotional methods which are unsuccessful in making the desired impact
B)Increasing the cost of traditional promotional methods
C)Companies find that corporate identity management is crucial due to the increasing usage of umbrella brands
D)Lack of coordination between departments

Question 11

Any paid form of non-personal communication of ideas or products in the prime media refers to which of the following?

A)Publicity
B)Public Relations
C)Advertising
D)Promotional Mix

Question 12

The process by which the receiver interprets the symbols transmitted by the source is known as:

A)Encoding
B)Decoding
C)Noise
D)None of the above

Question 13

Which of the following is a major consideration for the choice of promotional mix?

A)Product portfolio planning
B)Resource availability and the cost of promotional tools
C)Product placement
D)Pricing strategy

Question 14

Which of the following is not part of the promotional mix?

A)Sales promotion
B)Digital marketing
C)Personal selling
D)Market research

Question 15

The distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured is called which of the following?

A)Interactive marketing
B)Channel management
C)Direct marketing
D)Distribution management

Question 16

Which of the following is a characteristic associated with sales promotion?

A)Highly credible as messages comes from a third party
B)Communication can be personalized
C)Effects may be only short term
D)Incentives provide a long-term boost to sales

Question 17

For mass markets that are geographically dispersed, which of the following promotional methods would be the most suitable?

A)Personal selling
B)Direct marketing
C)Publicity
D)Category management

Question 18

The awareness, trial, reinforcement (ATR) model sees a key role of advertising as which of the following?

A)Sees a key role of advertising as being to defend brands by reinforcing beliefs to retain existing customers
B)Sees a key role of advertising as being to maximize the awareness of a brand to ensure that it is in consumers' evoked set of brands
C)Sees a key role of advertising as being to maximize the image of a brand so that its promotional strategy is in align to its chosen positioning strategy
D)Sees a key role of advertising as being to support personal selling and sales promotions in order to convert trial consumers into loyal customers

Question 19

Which of the following is an advantage associated with advertising?

A)Communication can be personalized
B)Good for awareness building because it can reach a wide audience quickly
C)Relationships can be built because of its personal nature
D)Provides an opportunity to entertain certain business partners

Question 20

Which of the following is a part of the communication process model?

A)Media meshing
B)Clutter
C)Noise
D)Fragmentation

Question 21

Which of the following is a method for setting the advertising budget?

A)Matching competitors' expenditure
B)Percentage of sales
C)Objective and task method
D)All of the above are methods for setting advertising budget

Question 22

The traditional payment system of advertising agencies was which of the following?

A)Performance related payment
B)Commission based
C)Fee based
D)Mixture of the above payment systems

Question 23

Television advertising messages usually contain:

A)a single minded proposition.
B)multiple propositions.
C)information rich messages.
D)none of the above.

Question 24

The mantra of the UK's Advertising Standards Authority is which of the following?

A)That advertising is 'truthful, decent, ethical, fair'
B)That advertising is 'truthful, decent, deliberate, respectable'
C)That advertising is 'legal, honest, ethical, fair'
D)That advertising is 'legal, decent, honest and truthful'

Question 25

Which of the following correctly outlines the sequence of stages involved in developing an Integrated Marketing Communications (IMC) campaign?

A)Marketing strategy, positioning strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
B)Positioning strategy, marketing strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
C)Marketing strategy, communication decisions, positioning strategy, execute IMC strategy, evaluate IMC strategy
D)Positioning strategy, communication decisions, marketing strategy, execute IMC strategy, evaluate IMC strategy

Question 26

When a company is setting objectives for an Integrated Marketing Communications (IMC) campaign, they need to ensure that these objectives are _______.

A)quantifiable
B)reliable
C)valid
D)unbiased

Question 27

Which of the following is a creative style used when designing an advertising message?

A)Shock appeal
B)Comparative advertising
C)Sexual imagery
D)All of the above

Question 28

Consumer _______ theory suggests that advertising acts as a source of meanings through which we express ourselves and communicate with others.

A)communication
B)advertising
C)culture
D)promotion

Question 29

Which of the following is an ethical concern with advertising?

A)Promotes materialism
B)Product dumping
C)Predatory pricing
D)Market development

Question 30

After an Integrated Marketing Communications (IMC) campaign has been run, it is imperative that it is fully _______ to assess its effectiveness.

A)executed
B)evaluated
C)monitored
D)implemented

Question 31

Which of the following is used to analyse advertising effectiveness?

A)Pre-testing
B)Post-testing
C)Recall testing
D)All of the above are used to test advertising effectiveness

Question 32

The Integrated Marketing Communications (IMC) planning process begins by looking at the firm's overall marketing strategy, its positioning strategy and _______.

A)stage in the product life cycle
B)pricing strategy
C)target audience
D)product portfolio

Question 33

Which of the following is not a key communications objective when developing an Integrated Communications campaign?

A)To stimulate trial
B)To help position products in the minds of consumers
C)To create awareness of a brand or a solution to a company's problem
D)To defend market share

Question 34

When developing an Integrated Marketing Communications (IMC) campaign, companies need to make communication decisions. These include:

A)identifying the target audience.
B)setting communication objectives.
C)setting the promotions budget.
D)all of the above.

Question 35

Which of the following is a criterion used in deciding which types of media should be used?

A)Competitive activity
B)Views of retail trade
C)Creative factors
D)All of the above are considered when making a decision

Question 36

When developing an advertising strategy, which of the following is the first communication decision which must be made?

A)Define advertising objectives
B)Set advertising budget
C)Identify and understand target audience
D)Identify positioning strategy

Question 37

Developing an Integrated Marketing Communications (IMC) campaign involves making decisions about what to say (message decisions) and where to say it (________).

A)media decisions
B)geographic decisions
C)location decisions
D)distribution decisions

Question 38

Media planners have two key media decisions to consider, they are which of the following?

A)Media cost and media timing
B)Media class and media cost
C)Media class and media vehicle
D)Media cost and media weight

Question 39

When media planners are deciding which particular newspaper, radio or television station to place their adverts on, which of the following is the dominant criterion that their decision is based upon?

A)Consumer and retailer views
B)Competitive activity
C)Cost per thousand calculations
D)Level of discounts available

Question 40

The advertising _______ is the words, symbols and illustrations that are attractive and meaningful to the target audience.

A)message
B)platform
C)promotion
D)translation

Question 41

Why may a firm engage in trade promotions for retailers?

A)Retailer may buy extra quantities
B)Retailer may allow in-store demonstrations
C)Get greater allocation of retailer shelf space
D)All of the above are reasons

Question 42

When executing an advertising campaign, a key organizational issue is to ensure that the right advertisements reach the right _______ at the right time.

A)media
B)message
C)objectives
D)communication

Question 43

In order to protect consumers from deceptive advertising, many countries have adopted which of the following?

A)Codes of practice
B)National advertising legislation
C)European advertising legislation
D)Adopted a laissez-faire attitude

Question 44

Which of the following is a public relations activity?

A)Providing plant tours to stakeholders
B)Management of sales promotion
C)Brand advertising
D)Management of a salesforce

Question 45

Public relations is referred to as which of the following?

A)Public relations is the use of communications tools for the process of managing investor relations
B)Public relations is the management of media relations so that a favourable reputation for the organization is formed
C)Public relations is the use of communications tools designed to create favourable publicity amongst stakeholders
D)Public relations is the management of communications and relationships to establish goodwill and mutual understanding between an organization and its public

Question 46

If the objective of advertising is to position a brand as having a high status and aspirational personality, which media classes would be best?

A)Television; product placement
B)Outdoor; guerrilla marketing
C)Ambient; radio
D)None of the above

Question 47

Which of the following is a disadvantage associated with sales promotions?

A)Excessive use of some incentives may worsen brand image
B)Effects may be only short term
C)None of the above
D)All of the above are disadvantages associated with sales promotion

Question 48

Public relations activities include which of the following:

A)corporate advertising.
B)seminars.
C)publications.
D)all of the above.

Question 49

The 'lead effect' associated with a sales promotion refers to which of the following?

A)In certain situations a sales fall can occur before a promotion
B)In certain situations a sales fall can occur during a promotion
C)In certain situations a sales fall can occur after a promotion
D)None of the above

Question 50

Which of the following is a method of advertising agency payment?

A)Inducement
B)Contribution
C)Payment-by-results
D)Concession

Question 51

Research breakthroughs and future new products are potentially newsworthy topics generated from which of the following business issues?

A)Financial issues
B)Personal issues
C)Marketing issues
D)Production issues

Question 52

The 'lagged effect' associated with a sales promotion refers to which of the following?

A)In certain situations a sales fall can occur before a promotion
B)In certain situations a sales fall can occur during a promotion
C)In certain situations a sales fall can occur after a promotion
D)None of the above

Question 53

Which of the following is a factor that has contributed to the growth of sales promotions?

A)Increased impulse purchasing
B)Less importance placed on measurability
C)Lengthening time horizons
D)Decreased impulse purchasing

Question 54

Which of the following consumer promotions is an example of promotional 'premium'?

A)Self-liquidating offers
B)Coupons
C)Bonus packs
D)Competitions

Question 55

Which of the following is a factor that has contributed to the growth of sales promotions?

A)Measurability
B)Falling cost of advertising
C)Lengthening product lifecycles
D)Decreased impulse purchasing

Question 56

Which of the following is an option open to an advertiser when organizing for campaign development?

A)Advertising created in-house
B)Advertising developed by an advertising agency
C)Advertising developed in co-operation with the media
D)All of the above

Question 57

Which of the following companies is most associated with shock advertising?

A)Dell
B)Aldi
C)Benetton
D)Bank of Scotland

Question 58

Which of the following is an objective of sales promotions?

A)To purchase smaller pack sizes
B)To boost long term sales
C)To improve and differentiate the brand
D)None of the above

Question 59

Which of the following statements is true?

A)If the promotion has attracted new buyers who find that they like the brand, repeat purchases from them may give rise to a neutral long-term effect
B)Sales promotions tend to attract new buyers of the brand during the promotional period rather than existing buyers
C)Sales promotions tend to attract existing buyers of the brand during the promotional period rather than new buyers
D)Where the promotion has caused consumers to buy the brand only because of its incentive value with no effect on underlying preferences, the long term effect may be negative

Question 60

The growing trend towards multi-tasking means that many consumers are online while watching TV. Advertisers have responded to this by _______.

A)creating live adverts
B)promoting consumer-generated ads
C)inviting consumers to visit the company/brand website
D)all of the above

Question 61

Which of the following is a government public of the organization?

A)General public
B)Pressure groups
C)Civil servants
D)Staff

Question 62

The sponsorship of social causes transfers which of the following values?

A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Admirable, concerned, caring, intelligent and explosive
C)Young, accessible, friendly, current, innovative and commercial
D)Healthy, young, energetic, fast, vibrant and masculine

Question 63

Highbrow arts sponsorship transfers which of the following values?

A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Young, accessible, friendly, current, innovative and commercial
C)Caring, concern, exploitive
D)Healthy, young, energetic, fast, vibrant and masculine

Question 64

Which of the following is an important characteristic associated with publicity?

A)The message has low credibility
B)No direct media costs
C)Less control over publication
D)No control over publication

Question 65

Which of the following is the most popular sponsorship medium?

A)Arts sponsorship
B)Sponsoring community activities
C)Sports sponsorship
D)Sponsoring fairs

Question 66

Which of the following is not a major aim of sponsorship?

A)Gain publicity
B)Create entertainment opportunities
C)Foster favourable associations
D)Product portfolio planning

Question 67

The sponsorship of environmental programmes transfers which of the following values?

A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Healthy, young, energetic, fast, vibrant and masculine
C)Young, accessible, friendly, current, innovative and commercial
D)Caring, concern, exploitive

Question 68

Which of the following is a major aim of public relations?

A)To boost short-term sales
B)To provide a discount to consumers
C)To foster goodwill amongst customers
D)To encourage trial

Question 69

'Publicity' is seen to be:

A)More costly than advertising
B)More credible than advertising
C)Less targeted than advertising
D)Less organized than advertising

Question 70

Which of the following is a media public of the organization?

A)TV
B)Press
C)Radio
D)All of the above

Question 71

Which of the following accounts for the growth of public relations in the UK?

A)Recognition by marketing teams of the power and value of public relations
B)Increased advertising costs
C)Improved understanding of the role of public relations
D)All of the above

Question 72

The sponsorship of mass arts transfers which of the following values?

A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Admirable, concerned, caring, intelligent and explosive
C)Young, accessible, friendly, current, innovative and commercial
D)Caring and concerned

Question 73

Which of the following is a task of the publicity department?

A)Responding to requests for information from the media
B)Motivating the salesforce
C)Deciding on the advertising budget
D)Creating the sales promotion strategy

Question 74

Sponsorship is referred to as which of the following?

A)A business relationship between a provider of funds, resources and services and an individual, event or organization which offers in return some rights and association that may be used for commercial advantage
B)A business relationship between a company and a retailer, where the company pays a bonus to salespeople based on the amount of product sold in order to gain a competitive edge
C)A business relationship between a company and the media, where the company supplies the media with information on important events in the organization
D)None of the above

Question 75

Sports sponsorship transfers which of the following values?

A)Young, accessible, friendly, current, innovative and commercial
B)Caring, concern, exploitive
C)Healthy, young, energetic, fast, vibrant and masculine
D)Admirable, concerned, caring, intelligent and explosive

Question 76

Which of the following is a commercial public of the organization?

A)Local community
B)Pressure group
C)Staff
D)Distributors

Question 77

Publicity is which of the following?

A)Publicity is communication about a product or organization through positive word of mouth from the general public
B)Publicity is communication about a product or organization through sponsorships, investor relations, media relations, event marketing and press releases
C)Publicity is communication about a product or organization by placing news about it in the media without paying for the time or space directly
D)Publicity is communication about a product or organization by placing news about it in the media through paid advertising and public relations

Question 78

Which of the following is a financial public of the organization?

A)Shareholders
B)Trade unions
C)Local community
D)Staff

Question 79

Which of the following is a major aim of sponsorship?

A)To increase impulse purchasing
B)To measure competitor activity
C)To overcome misconceptions about a company
D)To generate repetition of the advertising message

Question 80

Which of the following is not a major aim of public relations?

A)To overcome misconceptions about a company
B)To foster prestige and reputation
C)To provide promotional messages to existing and potential customers
D)All of the above are major aims of public relations