Deck 17: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Question 1

In the long run, the all-you-can-afford approach affords the best opportunity for marketing success.

Answer 1

False

Question 2

A promotional campaign attributes promotional expenditures to a particular creative execution aimed at a particular product for the length of the product life cycle.

Answer 2

False

Question 3

Buzz marketing is focused on long-range objectives.

Answer 3

False

Question 4

Each of the top 20 U.S.advertisers operates in the B2B marketplace.

Question 5

The issue of corporate identity and its impact on customer attitudes and responses toward product offerings is no longer relevant in today's marketplace.

Question 6

Communication is the process of exchanging information and conveying meaning from one party to another.

Question 7

ABC Corp.is the number one leader in its industry.It will probably use comparative advertising to reach its audience.

Question 8

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full service shops.

Question 9

Internet marketing succeeds because spam is so popular.

Question 10

Public Relations is a specialized field.

Question 11

Advertising is synonymous with marketing.

Question 12

The lower the reach and frequency, the higher the cost of a campaign.

Question 13

The effectiveness and efficiency of promotional strategies are often tracked on the basis of price fluctuations.

Question 14

Traditional media planning and buying is based on rating points and the cost per point, which can be negotiated.

Question 15

The order of the steps in the AIDA model is not important.

Question 16

Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Question 17

There is one universal execution appeal that works on every target market.

Question 18

PR should never be combined with advertising or sales promotion to create demand.

Question 19

The way an advertisement communicates the information and image is called advertising results.

Question 20

Push and pull strategies are rarely used mutually exclusively.

Question 21

___________ uses media to deliver the message.

A) Advertising
B) Personal selling
C) Direct marketing
D) Interactive marketing
E) All of the above use media.

Question 22

___________________ is the application of marketing concepts and strategies inside an organization.

A) Direct marketing
B) Personal selling
C) Internal marketing
D) Integrated marketing communications
E) Publicity

Question 23

The ______________ stage in the communication model provides opportunity for two-way communication through which the receiver can communicate reactions back to the sender.

A) Sender
B) Receiver
C) Noise
D) Feedback
E) Media

Question 24

The Children's Online Privacy Protection Act (COPPA)requires marketers to get parental consent to collect personal information on anyone younger than _________.

A) 18
B) 16
C) 13
D) 10
E) 21

Question 25

Moving a customer past a need to really want the product is the _____________ stage in AIDA model.

A) Attention
B) Interest
C) Desire
D) Action
E) Advertise

Question 26

__________________ is not part of the AIDA model.

A) Attention
B) Interest
C) Desire
D) Action
E) Advertise

Question 27

In a push strategy ________________________.

A) The focus is on end users
B) Members of the channel are targeted for promotion
C) A push strategy typically relies on advertising
D) End users drive the distribution of the new product
E) All of the above statements are true regarding a push strategy

Question 28

________________ is not part of the promotion mix.

A) Advertising
B) Sales promotion
C) Public relations (PR)
D) Pricing
E) All of the above are part of the promotion mix.

Question 29

The development of promotion mix strategies, or simply promotional strategies, involves decisions about _____________________.

A) Elements in the promotion mix
B) Acceptable ROI for the customer
C) Price
D) Product development
E) All of the above are needed

Question 30

Through the _______________ the sender translates an idea to be communicated into a symbolic message consisting of words, pictures, numbers, and gestures in preparation for transmittal to a receiver.

A) Decoding
B) Encoding
C) Noise
D) Distortion
E) Message

Question 31

The _____________ is placed into some channel or medium so that it can make its way to the intended receiver.

A) Noise
B) Sender
C) Message
D) Spokesperson
E) Media

Question 32

The distortion or interference that can occur at any stage of a communication process is referred to as ________.

A) Sender
B) Receiver
C) Noise
D) Feedback
E) Media

Question 33

_____________ takes place when the receiver interprets the meaning of the message.

A) Decoding
B) Encoding
C) Media buying
D) Reach
E) Noise

Question 34

Promotion feeds _______________ through strong persuasive communication.

A) Attention
B) Interest
C) Desire
D) Action
E) Advertise

Question 35

_____________ is a strategic approach to communicating the brand and company message to targeted customers in ways that are clear, concise, and consistent and yet are customizable as needed to maximize the impact on a particular audience.

A) Buzz marketing
B) Promotional campaign
C) Integrated marketing communications
D) Media buying
E) Sales promotion

Question 36

A typical challenge for marketers in the final stage of the communication process is _______________ which concerns the interpretation by receivers based on their own inherent backgrounds and biases.

A) Reach
B) Selective perception
C) Purchase
D) Feedback
E) Subliminal perception

Question 37

__________________________ should be taken into consideration when using the AIDA model.

A) Target market
B) Stage of product in product life cycle
C) Buyer readiness
D) Buyer knowledge
E) All of the above.

Question 38

___________________ is an interactive marketing system that uses personal communication with a customer by means other than a salesperson.

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

Question 39

___________ is a strength of advertising in the promotion mix.

A) Ability to pinpoint small numbers of customers
B) Limited creative flexibility maintains control
C) Many media choices
D) Less costly
E) all of the above are strengths

Question 40

The intended _____________ is the individual who is the target of the communication.

A) Sender
B) Receiver
C) Media
D) Message
E) Encoder

Question 41

Little kids and puppy dogs help execute a(n)_________________ appeal.

A) Fantasy
B) Rational
C) Emotional
D) Lifestyle
E) Slice of life

Question 42

____________ goals lets a customer know that Hilton has opened a new property in Tahiti.

A) Interest
B) Action
C) Persuade
D) Inform
E) Remind

Question 43

___________________ is the most popular approach to promotion budgeting.

A) Objective-and-task method
B) Percent-of-sales method
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method

Question 44

Before moving forward to develop a promotion mix for a brand new product category, the marketing manager must establish ___________ goals for the promotion.

A) Inform
B) Remind
C) Action
D) Persuade
E) Desire

Question 45

_____________________ is NOT one of the four types of promotional budgets.

A) Objective-and-task method
B) Percent-of-sales method,
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method.

Question 46

_______________________ are the two major types of advertising.

A) Inform and persuade
B) Product and price
C) Institutional and product
D) Humor and fantasy
E) Moral and product

Question 47

The goal of _____________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 48

A coupon or special offer would contribute to the goal to _______________.

A) Interest
B) Remind
C) Persuade
D) Inform
E) Action

Question 49

A firm setting its promotion budget as whatever funds are left over after everything else that's considered a necessity is paid for is using the ______________ method.

A) Objective-and-task method
B) Percent-of-sales method
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method.

Question 50

When advertising gets beyond a certain ad spending level and diminishing returns set in this is called _____________.

A) Positioning
B) Advertising response function
C) Guarantee of desire
D) Advertising wearout
E) Maximum reach

Question 51

___________________ is a reason for Coke to invest in promotion.

A) To maintain brand loyalty
B) To reduce the tendency to switch to other brands
C) To maintain corporate identity
D) To encourage brand switching from competitor's customers
E) All of the above are good reasons for Coke to promote

Question 52

Promotion mix decisions are dependent on ___________________________.

A) The nature of the offering
B) Stage of the offering in the product life cycle
C) Price of the product
D) A and b
E) All of the above

Question 53

A ____________ appeal centers on benefits an offering can provide to a customer.

A) Fantasy
B) Rational
C) Desire
D) Lifestyle
E) Slice of life

Question 54

_____________________ is not one of the three principal types of product advertising discussed in your text.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) All of the above are product advertising

Question 55

The ____________ method of promotion budgeting takes an investment approach in that goals are set for the upcoming year and then promotional dollars are budgeted to support the achievement of those goals.

A) Objective-and-task method
B) Percent-of-sales method
C) Desire and action method
D) Comparative parity method
E) All-you-can-afford method.

Question 56

A _____________ appeal uses right and wrong to persuade.

A) Moral
B) Rational
C) Research based
D) Lifestyle
E) Mood

Question 57

California Dairy Council has been running national advertising on television.The ad features "happy cows" and carries the tag line "Great cheese comes from happy cows.Happy cows come from California." The council developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere.This is an example of _________________ advertising.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 58

Promotion should be viewed as a _____________________.

A) Cost
B) Liability
C) Investment
D) Waste of money
E) Necessary evil of doing business

Question 59

An appeal that uses ordinary folks doing ordinary things is a _____________ style.

A) Fantasy
B) Rational
C) Desire
D) Lifestyle
E) Slice of life

Question 60

When customers quickly and easily become bored with any given advertising campaign, this is considered __________.

A) Positioning
B) Advertising response function
C) Guarantee of desire
D) Advertising wearout
E) Maximum reach

Question 61

______________ stimulates primary demand.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 62

For many marketers, __________ is the core of their marketing communications strategy.

A) Television advertising
B) Din
C) Company web site
D) Direct mail
E) Sales promotions

Question 63

____________________ is the best reason to use television media advertising.

A) Short shelf life
B) Appeals to multiple senses
C) Impressions are fleeting
D) Benefit of din
E) Cost

Question 64

Building a positive customer attitude toward the brand is a key component of ___________ advertising.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 65

___________________________ is the best reason to use television media advertising.

A) Short shelf life
B) Appeals to multiple senses
C) Impressions are fleeting
D) Benefit of din
E) Cost

Question 66

____________ measures the average number of times a person in the target market is exposed to the message.

A) Frequency
B) Target
C) Pioneering
D) Reach
E) Hits

Question 67

___________ measures the percentage of individuals in a defined target market that are exposed to an ad during a specified time period.

A) Frequency
B) Target
C) Pioneering
D) Reach
E) Din

Question 68

Apple has run a series of humorous ads on television in which two guys stand side by side and sling barbs back and forth about features of the Mac versus the PC.This is an example of __________________________.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 69

____________ describes the level of competing messages on a medium.

A) Reach
B) Frequency
C) Clutter
D) Shelf life
E) Impressions

Question 70

__________________ is on of the examples of the seven broad categories of advertising media.

A) Radio
B) Magazines
C) Outdoor
D) Direct mail
E) All of the above are media.

Question 71

When two or more brands are reviewed side by side against each other on certain attributes this is considered _____________________________.

A) Pioneering advertising
B) Competitive advertising
C) Institutional advertising
D) Comparative advertising
E) Sales promotion

Question 72

Showing exotic aliens blasting cavities in your mouth is an example of ______.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Comparative advertising
E) Competitive advertising

Question 73

The TV ad with a movie star talking about Boniva is an example of __________.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Comparative advertising
E) Competitive advertising

Question 74

Internet and direct mail are useful because __________________________________.

A) They are high involvement
B) They appeal to multiple senses
C) They can target specific markets
D) They use traditional media
E) All of the above are good reasons to use Internet or direct mail.

Question 75

"Cotton: the fabric of our lives" is an example of industry sponsored _________________.

A) Institutional advertising
B) Ethical advertising
C) Comparative advertising
D) Competitive advertising
E) Product advertising

Question 76

When targeted to members of a channel on which a firm relies to sell product, _____________ is an important element of a push strategy.

A) Consumer advertising
B) Public relations
C) Personal selling
D) Sales promotion
E) Institutional advertising

Question 77

Using scientific evidence in a comparative ad is an example of _______________________.

A) Fantasy appeal
B) Endorsement appeal
C) Humor appeal
D) Research based appeal
E) Slice of life appeal

Question 78

The vast majority of advertising is ___________.

A) Institutional
B) Product
C) Slice of life
D) Moral
E) Research based

Question 79

__________________ is the most outsourced functions in marketing.

A) Advertising
B) Sales promotion
C) Public Relations
D) A and c
E) None of the above

Question 80

______________________ is a good reason to use radio advertising.

A) It appeals to multiple senses
B) It has a long shelf life
C) It is high involvement
D) It can target specific audiences
E) All are good reasons to choose radio.