Deck 11: One-To-Many: Advertising,consumer Sales Promotion and Public Relations

Question 1

In the communication model,the ________ is an organisation or individual that sends a message.

A)receiver
B)source
C)feedback
D)message
E)medium

Answer 1

B

Question 2

________ is/are part of effective marketing communications because they make statements about the nature of the product and the image it intends to convey.

A)The price of the product
B)The type of retail outlet where the product is available
C)The package in which the product comes
D)A and B
E)A,B,and C

Answer 2

E

Question 3

In the communication model,the message ________.

A)may include both verbal and nonverbal elements
B)is the actual communication going from sender to receiver
C)is individualised when it is delivered by a salesperson
D)must be carefully crafted to connect with a variety of people when it is delivered through advertising
E)All of the above

Answer 3

E

Question 4

In the communication model,________ is the process of translating an idea into a form of communication that will convey the desired meaning.

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

Question 5

The objective of a promotion that stresses the speed with which a particular brand of antacid soothes an upset stomach is to ________.

A)inform consumers about product
B)remind consumers to stock up on antacids
C)build distributor loyalty for the product
D)A and B
E)A,B and C

Question 6

A message must be transmitted via a medium - a communications vehicle used to reach members of a target audience such as ________.

A)TV and/or radio
B)billboard
C)product logo printed on a coffee mug
D)magazine
E)All of the above

Question 7

An ad for Maybelline age minimising makeup in Australian Women's Weekly and New Zealand Women's Weekly magazines featured actress Catherine Zeta-Jones and offered readers a $1-off coupon if they would try the new makeup.In terms of the communication model,the medium for this ad is ________.

A)the particular magazines
B)readers who redeem the $1-off coupon
C)retailers who redeem the coupons
D)Maybelline and its advertising agency
E)the target market to which Catherine Zeta-Jones appeals

Question 8

Marketers often hire celebrities as spokespersons for their products,thus adding excitement to the ________ of the message.

A)decoding
B)medium
C)source
D)noise
E)feedback

Question 9

The communication model acknowledges that messages can be blocked by ________,which is anything that interferes with effective communication.

A)the source
B)the receiver
C)feedback
D)noise
E)the medium

Question 10

At election time,a politician states in a television advertisement that voting is a right and responsibility and that everyone who is eligible should vote.Explain these actions from the perspective of the functions of integrated marketing communications.

Question 11

In the communication model,________ is the process whereby a receiver assigns meaning to a message.

A)signing
B)channeling
C)sending
D)decoding
E)encoding

Question 12

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs.

A)Pull strategy
B)Push strategy
C)Integrated marketing communications (IMC)
D)Guerilla marketing
E)Database marketing

Question 13

The background for No More Sneezing allergy medication ad shows green grass and lovely flowers.The headline states 'No More Sneezing is 54 percent more effective than the leading prescription allergy medication.' At the bottom of the ad in small print is an explanation of how these results of the effectiveness of No More Sneezing were determined.The ad also contains a package of No More Sneezing so consumers can easily recognise it at the store.In terms of the communication model,the message for this ad includes ________.

A)the picture of the box
B)the grass and flowers
C)the tiny print explaining the research
D)its headline
E)All of the above

Question 14

Integrated marketing communications ________.

A)informs a consumer about new goods and services
B)reminds a consumer to continue using certain products
C)builds relationships with customers
D)persuades a consumer to choose one product over another
E)All of the above

Question 15

The planning,development,execution and evaluation of marketing communication to targeted audiences are known as ________.

A)transactional data
B)integrated marketing communications
C)viral marketing
D)database marketing
E)guerilla marketing

Question 16

The ________ illustrates the process whereby meaning is transferred from a source to a receiver.

A)guerilla marketing
B)AIDA model
C)IMC
D)communications model
E)hierarchy of effects

Question 17

The ________ can be any organisation or individual that intercepts and interprets a message.

A)feedback
B)receiver
C)medium
D)noise
E)source

Question 18

The primary objective of a promotion that compares the amount of caffeine in Red Bull compared to other energy drinks is to ________.

A)persuade consumers to choose one product over another
B)remind consumers to stock up on energy drinks
C)build relationships with channel members
D)inform consumers about products in the decline stage of their product life cycle
E)build customer loyalty for the product

Question 19

An ad for Maybelline age minimising makeup in Australian Women's Weekly and New Zealand Women's Weekly magazines featured actress Catherine Zeta-Jones and offered readers a $1-off coupon if they would try the new makeup.In terms of the communication model,the source of this ad is ________.

A)the target market to which Catherine Zeta-Jones appeals
B)Maybelline and its advertising agency
C)retailers who redeem the coupons
D)readers who redeem the $1-off coupon
E)the particular magazines

Question 20

Explain what is meant by integrated marketing communications and discuss,with examples,the five basic functions of IMC.

Question 21

An ad for the McDonald's McHealthy Burger appears in the local newspaper in both hard copy and on their website.The ad features former Olympic gold medallists describing the taste of the new burger and its nutritional content and offering a discount coupon.The ad is in the Lifestyles section of the newspaper,along with an article discussing proposed government regulations on fat,sodium and sugar content for fast food.Apply the communication model to this situation.

Question 22

An ad for a specific brand of cereal is an example of ________.

A)one-to-one communication
B)a sales promotion
C)direct selling
D)institutional advertising
E)product advertising

Question 23

________ provides the opportunity for a message to be communicated in a favourable way and to repeat the message as often as it is necessary to have an impact on the receivers.

A)Disintermediation
B)Aperture
C)Servicescape
D)Advertising
E)Gap analysis

Question 24

The communication model explains how ideas are translated into messages and transmitted from the marketer to the consumer who understands what the marketer intended to say.

Question 25

To make their messages more believable or attractive to consumers,marketers sometimes choose a celebrity or professional athlete as the source.

Question 26

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

Question 27

________ is an effective way of letting consumers know what is being sold and why the consumer should buy the product or service.

A)Advertising
B)Gap analysis
C)Aperture
D)Servicescape
E)Disintermediation

Question 28

Which of the following is not an element of the promotion mix?

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

Question 29

It's late in the afternoon; you are hungry,sitting in a lecture trying to listen when the gardeners start cutting the lawn outside the classroom.How are encoding,noise,and decoding all at play?

Question 30

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Question 31

With ________,the message focuses on a specific good or service.

A)aperture
B)product advertising
C)advocacy advertising
D)institutional advertising
E)None of the above

Question 32

The process of developing the logo 'Just Do It' as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding.

Question 33

Advertising is ________.

A)nonpersonal communication
B)uses mass media
C)informative or persuasive
D)paid for by an identified sponsor
E)All of the above

Question 34

Calvin Klein will often buy a block of advertising pages in a magazine.How is this company striving to eliminate any noise pertaining to their advertisement?

Question 35

The message is the actual communication that bounces back from the receiver to the sender.

Question 36

Use a recent television advertisement to illustrate the different elements in the communications model.

Question 37

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

A)Advertising
B)Sales promotion
C)Personal selling
D)Mass appeal
E)Public relations

Question 38

Communication cannot occur unless a sender is there to get the message.

Question 39

In terms of the communication model,noise is anything that interferes with effective communication.

Question 40

________ is nonpersonal communication from an identified sponsor using mass media.

A)Viral marketing
B)Public relations
C)Personal selling
D)Advertising
E)Interactive marketing

Question 41

At which step in the hierarchy of effects would a marketer do mailings to users?

A)Knowledge
B)Desire
C)Awareness
D)Purchase
E)Loyalty

Question 42

The hierarchy of effects include all of the following EXCEPT ________.

A)awareness
B)loyalty
C)knowledge
D)purchase
E)demand

Question 43

Outline the different types of advertising and provide an example of each.

Question 44

A TV commercial showing a lady going from room to room in a house enjoying the odour-reducing properties of her Glade automatic air freshener is an example of ________.

A)one-to-one communication
B)a sales promotion
C)direct selling
D)institutional advertising
E)product advertising

Question 45

Which of the following is an example of a top-down budgeting technique for determining communications budgets?

A)Economic potential method
B)The ABC method
C)Percentage-of-sales method
D)Objective-task method
E)Resource-allocation method

Question 46

The series of steps a prospective customer moves through from initial awareness of the product to brand loyalty is called the ________.

A)hierarchy of effects
B)ADA model
C)cognitive modelling
D)ABL model
E)affective changes

Question 47

Which of the following statements about the percentage-of-sales method of budgeting is true?

A)The percentage-of-sales method is the least used bottom-up method for budgeting.
B)This method implies that sales cause promotional outlays.
C)The percentage-of-sales method is the only top-down budgeting method used to determine promotional budgets.
D)This method implies that sales are an outcome of production.
E)Firms using this method are inclined to spend more on promotion when revenue decreases.

Question 48

A florist who decided to budget 5 percent of last year's sales for promotional activities would be using which of the following budgeting techniques?

A)Competitive-parity method
B)Percentage-of-sales method
C)Resource-allocation method
D)Objective-task method
E)The bottom-up method

Question 49

Your friend says 'All there is out there is product advertising'.How would you respond? Support your response with specific examples.

Question 50

Messages that state a firm's position on an issue to sway public opinion are called ________.

A)advocacy advertising
B)position statements
C)banners
D)aperture
E)product advertising

Question 51

A very small percentage of the advertising we see and hear is product advertising.

Question 52

The first step in the development of an advertising campaign is ________.

A)developing a new product
B)setting message goals
C)designing the ad itself
D)setting the advertising budget
E)identifying the target audience

Question 53

________ is/are messages that promote not-for-profit organisations that serve society in some way,or champion an issue such as increasing literacy or discouraging drunk driving.

A)Product advertisements
B)Marketplace acceptance
C)Brand loyalty creation
D)Public service advertisements (PSAs)
E)Advocatable advertisements

Question 54

At which step in the hierarchy of effects would a marketer use 'teaser' advertisements?

A)Purchase
B)Awareness
C)Knowledge
D)Desire
E)Loyalty

Question 55

All of the following are steps in developing the IMC plan EXCEPT ________.

A)determine and allocate the marketing communications budget
B)establish the communication objectives
C)evaluate the effectiveness of the communication program
D)identify the target
E)design the marketing mix

Question 56

Advertising can be an effective way to let consumers know what they are selling and why people should buy the product.

Question 57

Advocacy advertising ________.

A)states a firm's position on an issue to sway public opinion
B)is also called public advertising
C)does not create feedback
D)is intended to inform customers about a new product
E)is primarily used to promote sales promotion activities

Question 58

All of the following describe institutional advertising EXCEPT ________.

A)institutional messages do not try to sway public opinions
B)institutional ads are likely to offer one cohesive message
C)institutional ads do not focus on a specific product
D)institutional advertising promotes the activities or point of view of an organisation or company
E)All of the above

Question 59

An ad asking for donations to the Cancer Society to help find a cure for breast cancer is most likely an example of ________.

A)brand advertising
B)media feedback advertising
C)cooperative advertising
D)product advocacy advertising
E)a public service advertisement

Question 60

The ________ is a promotion budgeting method in which an organisation matches whatever competitors are spending.

A)competitive-parity method
B)percentage-of-sales method
C)bottom-up budgeting technique
D)top-down budgeting technique
E)objective-task method

Question 61

The ________ is a promotion budgeting method in which an organisation first defines the specific communications goals it hopes to achieve and then tries to calculate what kind of promotional effort it will take to meet the goals.

A)competitive-parity method
B)percentage-of-sales method
C)objective-task method
D)top-down budgeting technique
E)bottom-up budgeting technique

Question 62

Which of the following is a common appeal used in advertising?

A)Comparative advertising
B)Slice of life
C)Unique selling proposition
D)Demonstration
E)All of the above

Question 63

In the maturity phase of the product life cycle,the primary promotional objective is to ________.

A)build product credibility
B)persuade consumers to switch brands
C)create product awareness
D)induce product trial
E)inform public of product existence

Question 64

The central idea of an ad is expressed in the ________.

A)advertising layout
B)media vehicles
C)advertising appeal
D)media schedule
E)implementation of the needs hierarchy model

Question 65

For a typical product in the decline phase of the product life cycle,________.

A)money spent on all elements of the promotion mix decreases
B)advertising expenses for the product will increase
C)public relations expenses for the product will increase
D)sales promotion expenses for the product will increase
E)personal selling expenses for the product will increase

Question 66

Advertisers try to minimise mistakes by getting reactions to advertising messages before they are actually placed by using ________.

A)hypothesis testing
B)test sampling
C)pre-testing
D)standard deviation testing
E)objective-and-task techniques

Question 67

The first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication.This is called a/n ________.

A)aperture
B)receiving signal
C)encoding site
D)communication mecca
E)media setting

Question 68

A company using a push strategy is ________.

A)counting on consumers to learn about and express desire for a product,thus convincing retailers to stock the items
B)relying on sales promotions aimed at getting consumers to buy larger quantities of their products
C)allocating most of its promotional budget to advertising in newspaper,magazines,and television
D)seeking to move its products through the channel by convincing channel members to offer the products and entice their customers to select these items
E)promoting a product in the maturity stage of its product life cycle

Question 69

When determining the media schedule for advertising,media planners must consider ________.

A)the match between the demographic and psychographic profile of the target audience and the people reached by a media vehicle
B)the compatibility of the product with editorial content
C)the advertising patterns of competitors
D)the capability of the medium to convey the desired information adequately
E)All of the above

Question 70

A company using a pull strategy is ________.

A)relying on purchase discounts aimed at getting retailers to stock larger quantities of their products
B)promoting a product that is typically perceived as a commodity
C)counting on consumers to learn about and express desire for a product,thus convincing retailers to stock the items
D)allocating most of its promotional budget to channel selling
E)seeking to move its products through the channel by convincing channel members to offer the products and entice their customers to select these items

Question 71

Which media vehicle is likely the one consulted just before the consumer makes a purchase decision?

A)Radio
B)Directories
C)Newspapers
D)Magazines
E)Television

Question 72

A ________ gives one clear reason why a particular product is superior.

A)one-sided appeal
B)unique selling proposition
C)comparative slogan
D)fear appeal
E)testimonial

Question 73

________ is the degree to which the target market will see an advertising message in a specific medium.

A)Advertising exposure
B)Medium responsiveness
C)Communications feedback
D)Consumer perception
E)Advertising reliability

Question 74

Towards the end of the fiscal year,the owner of a small company learned that a business targeting the same customers as his was planning on spending $150,000 on promotion.As soon as he arrived at the office,he called his financial manager and said,'I want to budget $150,000 for next year's promotion.' Which method of promotional budgeting was the owner considering?

A)Competitive-parity method
B)Percentage-of-sales method
C)The bottom-up method
D)Resource-allocation method
E)Objective-task method

Question 75

Copy testing ________.

A)calculates ad reach and frequency
B)compares media schedules
C)measures ad effectiveness
D)measures selective perception variables for ads
E)All of the above

Question 76

During the growth stage of the product life cycle,________.

A)the use of advertising decreases
B)the use of all types of incentives decreases
C)the use of sales promotion to encourage product trial decreases
D)promotions start stressing product benefits
E)None of the above

Question 77

Reach is the ________.

A)number of times a person in the target group will be exposed to an ad
B)total number of people who will be exposed to an ad placed in one media vehicle
C)percentage of people who will be exposed to the media vehicle at least once
D)percentage of people who will be exposed to an ad more than once
E)total number of ads in one advertising campaign

Question 78

With the ________,promotional goals are identified and sufficient funds allocated to accomplish them.

A)bottom-up budgeting technique
B)percentage-of-sales method
C)top-down budgeting technique
D)objective-parity method
E)competitive-parity method

Question 79

During the introduction stage of the product life cycle,________.

A)pull strategies are never used
B)publicity is not effective
C)personal selling is the primary promotional tool in the consumer market
D)advertising is used to build awareness
E)All of the above

Question 80

An ad in a professional journal targeted at dentists asked them to recommend Colgate toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Colgate toothpaste was using ________.

A)a pull strategy
B)a push strategy
C)public relations advertising
D)viral marketing
E)guerilla marketing