Deck 17: Integrated Marketing Communications and Direct Marketing

Question 1

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

A) one-way communication
B) multimedia communication
C) free advertising
D) Marketers are "loud."
E) The recipient takes some action.

Answer 1

E

Question 2

promotional mix can be used to: (1)inform prospective buyers about the benefits of the product, (2)__________,and (3)remind them later about the benefits they enjoyed by using the product.

A) explain how to use the product
B) persuade them to try it
C) inform customers of complementary offerings
D) inform customers of pricing changes
E) lure customers away from competitors' products

Answer 2

B

Question 3

a marketing context,the acronym IMC refers to __________.

A) interactive media convergence
B) internal marketing communications
C) integrated marketing collaboration
D) integrated marketing communications
E) international marketing communications

Answer 3

D

Question 4

__________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

A) promotional mix
B) promotion channel
C) communication message
D) marketing matrix
E) media mix

Question 5

Which of the following is the newest way to engage consumers?

A) television advertising
B) QR codes
C) e-mail
D) magazine advertising
E) public service announcements

Question 6

combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product, (2)persuade them to try it,and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

A) promotion channel
B) channel of communication
C) marketing matrix
D) promotional mix
E) media mix

Question 7

promotional mix includes __________,personal selling,sales promotion,public relations,and direct marketing.

A) publicity
B) infomercials
C) advertising
D) risk-free trials
E) word-of-mouth

Question 8

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

A) publicity
B) personal selling
C) merchandising
D) branding
E) people

Question 9

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,public relations,sales promotion,direct marketing,and __________.

A) people
B) merchandising
C) social media
D) personal selling
E) branding

Question 10

promotional mix can be used to: (1)inform prospective buyers about the benefits of the product, (2)persuade them to try it,and (3)__________.

A) explain how to use the product
B) inform customers of complementary offerings
C) remind them later about the benefits they enjoyed by using the product
D) inform customers of pricing changes
E) lure customers away from competitors' products

Question 11

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

A) people
B) advertising
C) social media
D) branding
E) merchandising

Question 12

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,personal selling,sales promotion,public relations,and __________.

A) people
B) merchandising
C) direct marketing
D) social media
E) branding

Question 13

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

A) product
B) price
C) place
D) promotional
E) advertising

Question 14

promotional mix refers to

A) the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal.
B) the combination of both paid and non-paid marketing tools used to promote product interest.
C) the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption.
D) the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out.
E) the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Question 15

Which of the following is a suggestion for ensuring the success of a Twitter-based integrated campaign?

A) The message should not be serious.
B) There should be several tweets each day.
C) There should not be any links in the messages.
D) The campaign should take place in real time.
E) There should be an "engagement" letter.

Question 16

concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

A) the media mix
B) the marketing matrix
C) the promotional blend
D) marketing by objectives (MBO)
E) integrated marketing communications (IMC)

Question 17

promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

A) public relations
B) direct selling
C) merchandising
D) word-of-mouth
E) direct marketing

Question 18

promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

A) public relations
B) infomercials
C) merchandising
D) word-of-mouth
E) publicity

Question 19

__________ can be used to inform prospective buyers about the benefits of the product.

A) promotional mix
B) promotion channel
C) communication channel
D) marketing mix
E) media mix

Question 20

promotional mix includes advertising,personal selling,__________,public relations,and direct marketing.

A) publicity
B) infomercials
C) merchandising
D) word-of-mouth
E) sales promotion

Question 21

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "D" is referred to as __________.

A) encoding
B) the message
C) decoding
D) the field of experience
E) feedback

Question 22

promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

A) integrated marketing cooperation.
B) interactive media convergence.
C) an infrastructure of market customization.
D) integrated marketing communications.
E) integrated media convergence.

Question 23

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide

A) a promotional channel.
B) a communications message.
C) a consistent message across audiences.
D) a media mix useful to all types of companies.
E) a marketing matrix.

Question 24

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,__________,a receiver,and the processes of encoding and decoding.

A) a concept
B) an offer
C) a brand
D) a slogan
E) a channel of communication

Question 25

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of 10 key elements ("A" through "J").The position labeled "B" is referred to as __________.

A) the source
B) the message
C) the receiver
D) encoding
E) feedback

Question 26

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of 10 key elements ("A" through "J").The position labeled "A" is referred to as __________.

A) the message
B) the receiver
C) the source
D) the field of experience
E) feedback

Question 27

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "E" is referred to as __________.

A) the source
B) the message
C) the field of experience
D) feedback
E) the receiver

Question 28

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "G" is referred to as __________.

A) noise
B) the message
C) the feedback loop
D) the field of experience
E) feedback

Question 29

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,__________,a channel of communication,a receiver,and the processes of encoding and decoding.

A) a message
B) a concept
C) a brand
D) a slogan
E) an offer

Question 30

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,__________,and the processes of encoding and decoding.

A) a concept
B) a receiver
C) an offer
D) a brand
E) a slogan

Question 31

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,a receiver,and __________.

A) a concept
B) an offer
C) a slogan
D) a brand
E) the processes of encoding and decoding

Question 32

Allegra is an antihistamine.To create brand awareness,the company is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.

A) the retailing mix
B) integrated marketing communications (IMC)
C) the branding mix
D) coordinated channels of communication
E) marketing by objectives (MBO)

Question 33

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "H" is referred to as _________.

A) noise
B) the message
C) the receiver
D) the field of experience
E) feedback

Question 34

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "F" is referred to as __________.

A) the response
B) the message
C) the feedback loop
D) the field of experience
E) feedback

Question 35

process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

A) exchange
B) dialogue
C) communication
D) advertising
E) feedback

Question 36

Communication is the process of conveying a message to others and it requires six elements.These elements include: __________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

A) a concept
B) a brand
C) a slogan
D) a source
E) an offer

Question 37

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

A) retailers with cooperative media buys
B) a consistent message across all audiences
C) the firm with a feedback loop
D) a marketing matrix
E) a media mix useful to all types of companies

Question 38

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "C" is referred to as __________.

A) the source
B) the message
C) the receiver
D) the field of experience
E) feedback

Question 39

Disney uses an integrated marketing communications program (IMC)to promote group travel to its theme parks because

A) its strategy includes using all types of promotional activities that deliver a consistent message.
B) it does not want to reach any member of its target audience more than once to conserve resources.
C) IMC is less expensive than other forms of promotion such as public service announcements.
D) if it didn't, Disney would have to use indirect personal selling.
E) it is more concerned about frequency of attendance than geographic reach.

Question 40

taking consumer expectations into consideration,integrated marketing communications (IMC)is a key element in a company's __________ strategy.

A) generic business
B) retail life cycle
C) market segmentation
D) sustainable development
E) customer experience management

Question 41

a marketing context,a message refers to

A) product information regarding, benefits, price, and usage found on a product's package.
B) the slogan or tagline of a specific product.
C) proprietary information linking a specific product to a promotional campaign.
D) the information sent by a source to a receiver during the communication process.
E) a television or radio commercial from the buyer to the seller.

Question 42

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a)__________.

A) message
B) noise
C) feedback loop
D) source
E) channel of communication

Question 43

message is conveyed by means of a(n)__________ such as a salesperson,advertising media,or public relations tools.

A) vehicle
B) channel of communication
C) field of experience
D) direct feedback loop
E) information highway

Question 44

process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

A) decoding
B) encrypting
C) message formation
D) advertising
E) encoding

Question 45

billboards that Sony uses to advertise its PlayStation 3 video game console are __________.

A) channels of communication
B) messages
C) noise
D) feedback loops
E) sources

Question 46

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

A) receiver
B) source
C) message
D) decoder
E) communication channel

Question 47

channel of communication refers to

A) the selection of either paid or non-paid forms of information dissemination.
B) a similar understanding and knowledge that a sender and receiver apply to a message.
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D) a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Question 48

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

A) purchasers
B) the target market
C) receivers
D) sources
E) encoders

Question 49

of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

A) magazine
B) news release
C) salesperson
D) chief marketing office (CMO)
E) TV

Question 50

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "J" is referred to as _________.

A) the source
B) the message
C) the receiver
D) the feedback loop
E) the field of experience

Question 51

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

A) lesson
B) message
C) memo
D) source
E) feedback

Question 52

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver is referred to as a(n)__________.

A) vehicle
B) field of experience
C) channel of communication
D) direct feedback loop
E) information highway

Question 53

Figure 17-1
Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "I" is referred to as _________.

A) the response
B) the source
C) the message
D) the receiver
E) the field of experience

Question 54

the communication process,the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

A) purchasers
B) the target market
C) wasted coverage
D) receivers
E) encoders

Question 55

a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of __________.

A) noise
B) receiving
C) encoding
D) decoding
E) messaging

Question 56

company or person who has information to convey during the communication process is referred to as a(n)__________.

A) encryptor
B) message carrier
C) originator
D) receiver
E) source

Question 57

term "receivers" refers to

A) only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
B) consumers who read, hear, or see the message sent by a source during the communication process.
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign.
D) promotional firms that select the best channels through which to convey advertising messages.
E) customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Question 58

source refers to

A) any paid form of advertising.
B) consumers who read, hear, or see the message during the communications process.
C) a company or person who has information to convey during the communications process.
D) people with similar understanding and knowledge who are willing to share that knowledge with others.
E) a group of individuals who are willing to receive information from others.

Question 59

information sent by a source to a receiver during the communication process is referred to as ___________.

A) an advertisement
B) publicity
C) a message
D) feedback
E) a missive

Question 60

means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

A) channel of communication
B) information corridor
C) communications highway
D) information pathway
E) information channel

Question 61

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the brooch she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

A) integrating
B) sending
C) decoding
D) messaging
E) encoding

Question 62

similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

A) common ground
B) field of experience
C) McLuhanism
D) hermeneutics
E) back translation

Question 63

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

A) The name of the product, when translated into Greek, has an unintentional meaning.
B) Her target audience is strongly ethnocentric.
C) The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D) A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E) The ads are in trade journals that Greek hospital administrators don't read.

Question 64

marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

A) create common ground for
B) create noise in
C) effectively decode
D) develop a mutually shared field of experience with
E) back translate

Question 65

Which of the following messages represents a potential communication error?

A) "Once-in-a-lifetime offer!"
B) "Buy one, get one free!"
C) "Can't read? Let us help. Free literacy classes."
D) "Great part-time job opportunity; transportation required."
E) "Two bottled waters for $3.00 or $1.75 apiece."

Question 66

a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

A) common ground
B) national, regional, or ethnic origin
C) understanding and knowledge
D) feeling
E) psychographics

Question 67

Errors in communication can occur in several ways: (1)the source may not adequately transform the abstract idea into an effective set of symbols; (2)a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)the receiver may not properly transform the set of symbols into the correct abstract idea; or (4)__________.

A) the communications channel is not properly developed
B) there is no interest on the part of the receiver
C) feedback may be so delayed or distorted that it is of no use to the sender
D) the message is considered too ordinary because there is too much field of experience
E) the encoder is inexperienced, resulting in too much noise

Question 68

Errors in communication can occur in several ways: (1)the source may not adequately transform the abstract idea into an effective set of symbols; (2)a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)__________; or (4)feedback may be so delayed or distorted that it is of no use to the sender.

A) in an attempt to be creative, the encoder creates a message with too much noise
B) there is no interest on the part of the receiver because the product itself is inadequate
C) the communications channel is not properly developed
D) the message is considered too ordinary because there is too broad a field of experience
E) the receiver may not properly transform the set of symbols into the correct abstract idea

Question 69

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

A) integrating
B) transforming
C) translating
D) decoding
E) encoding

Question 70

field of experience refers to

A) the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.).
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 71

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

A) decoding
B) encoding
C) integrating
D) back translation
E) transformation

Question 72

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

A) feedback
B) a field of experience
C) noise
D) a response
E) a hierarchy of effects

Question 73

an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.

A) product consumption behaviors
B) fields of experience
C) channels of communication
D) educational systems
E) advertising appeals

Question 74

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.

A) a stimulus
B) a field of experience
C) a response
D) noise
E) a feedback loop

Question 75

a feedback loop,a response refers to

A) the number of times a consumer must hear a message before it can be accurately decoded.
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D) the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E) the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 76

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n)__________.

A) stimulus
B) exposure
C) field of experience
D) subconscious impulse
E) response

Question 77

_________ consists of a response and feedback.

A) feedback loop
B) consequence
C) source reaction
D) primary significance
E) concept effect

Question 78

Decoding refers to

A) receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning.
B) having a receiver take a set of symbols, the message, and transform them back to an idea.
C) receiving a message that requires integration of new information to fully understand the intended meaning.
D) having the sender transform an abstract idea into a set of symbols that can be universally understood.
E) having a sender take a set of symbols, the message, and transform them back to an idea.

Question 79

Procter & Gamble bought the Old Spice brand in 1990,it planned to transform the old,stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18 to 34 age group.In terms of the communication process,P&G had to __________ its idea to create the message shown to the new target market.

A) respond
B) discuss
C) decode
D) encode
E) feedback

Question 80

Errors in communication can occur in several ways: (1)the source may not adequately transform the abstract idea into an effective set of symbols, (2)__________, (3)the receiver may not properly transform the set of symbols into the correct abstract idea,or (4)feedback may be so delayed or distorted that it is of no use to the sender.

A) a properly encoded message may be sent through the wrong channel and never make it to the receiver
B) in an attempt to be creative, the encoder creates a message with too much noise
C) the communications channel is not properly funded
D) the message is considered too ordinary because there is too broad a field of experience
E) there is no interest on the part of the receiver because the product itself is inadequate