Deck 16: Integrated Marketing Communications, advertising, and Public Relations

Question 1

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

Answer 1

True

Question 2

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

Answer 2

True

Question 3

Personal selling is the most novel form of promotion.

Answer 3

False

Question 4

Nonverbal cues like body language and tone of voice are important to the communication process.

Question 5

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Question 6

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

Question 7

Legislation regulates the placement of outdoor advertising near interstate highways.

Question 8

Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast media can provide.

Question 10

Define promotional mix.Discuss personal selling as a component of promotional mix.

Question 11

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Question 12

In the context of Internet advertising,cost per response is a measurement technique that relates the cost of an ad to every thousand people who view it.

Question 13

The success of any IMC program depends on identifying the members of an audience and understanding what they want.

Question 14

In the context of Web communication,the term "hits" represents the number of user requests for a file.

Question 15

In sponsored events,event organizers control the coverage,which typically focuses on the sponsor.

Question 16

A tourism ad promoting Vermont as a winter holiday destination is an example of product advertising.

Question 17

An IMC strategy separates the promotional mix into parts and views them as isolated components.

Question 18

IMC must not only deliver messages to intended audiences but also gather responses from them.

Question 19

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

Question 20

Integrated marketing communications (IMC)broadens promotion to include all the ways a customer has contact with an organization.​

Question 21

Proactive MPR responds to an external situation that has potential negative consequences for an organization.

Question 22

Nonmarketing public relations refer to a company's messages about general management issues.

Question 23

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Question 24

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Question 25

In the context of Internet advertising,click-through is a direct marketing technique that relates the cost of an ad to the number of people who click it.

Question 26

One of the advantages of guerrilla marketing is its ability to reach a wide audience.

Question 27

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

Question 28

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Question 29

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Question 30

Direct communications,other than personal sales contacts,between buyer and seller,designed to generate sales,information requests,or store or website visits is referred to as direct marketing.

Question 31

The assumption behind recognition tests is that future sales are related to advertising readership.

Question 32

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo.

Question 33

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

Question 34

The aspect of public relations most directly related to promoting a firm's products is publicity.

Question 35

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Question 36

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Question 37

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market.

Question 38

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Question 39

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

Question 40

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Question 41

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.

Question 42

Message research assesses how well a particular medium delivers the advertiser's message,where and when to place the advertisement,and the size of the audience.

Question 43

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Question 44

When an organization employs an integrated approach to marketing,it risks sending conflicting information that confuses consumers.

Question 45

Advertising permits a low promotional expenditure per sales unit because it reaches mass audiences.

Question 46

Market leaders are more likely to engage in comparative advertising than new entrants.

Question 47

An ethical issue surrounding online advertising is the use of cookies,small text files automatically downloaded to a user's computer or mobile device when a site is visited.

Question 48

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

Question 49

Databases and interactive marketing are important IMC tools that help marketers collect information from customers and then segment markets according to demographics and preferences.

Question 50

An IMC strategy begins with the organization's goods and services and then works its way toward consumer wants.

Question 51

Guerilla marketing is an expensive marketing technique.

Question 52

According to the Uniform Commercial Code,puffery is a quantifiable statement about product quality or performance that constitutes an "express warranty," which obligates the company to stand behind its claim.

Question 53

A major advantage of advertising is the ease of measuring advertising effectiveness.

Question 54

A nonpurchase is an example of a receiver's feedback.

Question 55

​Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Question 56

Marketing public relations (MPR)refers to focused PR activities that directly support marketing goals.

Question 57

Banner advertisements on a Web page that link to an advertiser's site are the least common type of advertising on the web.

Question 58

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Question 59

The use of humor in advertising is common since most people agree on what types of messages are funny.​

Question 60

Cooperative advertising campaigns originated to take advantage of the media's practice of offering lower rates to local advertisers than to national ones.

Question 61

Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Question 62

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

Question 63

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Question 64

Sales promotion provides a long-term incentive to emphasize,assist,supplement,or otherwise support the objectives of the promotional program.

Question 65

The process of communicating promotional messages begins with encoding.

Question 66

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

Question 67

An assumption behind the task-objective approach is that marketers can measure the productivity of each promotional dollar.

Question 68

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Question 69

The most effective testimonial ads link the celebrity and the advertised good or service.

Question 70

An IMC strategy sends product-focused messages.

Question 71

Maria sees an ad for a new service offered by the U.S.Postal Service to make shipping packages easier during the holidays.This ad is an example of institutional advertising.

Question 72

A blind product test is a method of posttesting the effectiveness of advertisements and during this method respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from memory.

Question 73

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.

Question 74

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Question 75

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.

Question 76

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

Question 77

Cost per impression is a direct marketing technique that relates the cost of an ad to the number of people who click it.​

Question 78

Noise can also result from distractions within an advertising message itself.

Question 79

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Question 80

Publicity is the marketing-oriented aspect of public relations.