Deck 9: Integrated Marketing Communications

Question 1

It is important to remember that the advertising should be part of an integrated approach and is the ________ component of that approach.

A) Paid
B) Free
C) Most important
D) Critical
E) Least expensive

Answer 1

A

Question 2

Advertising on radio is sold in a variety of ways, with prices based upon ________.

A) The length of your ad
B) The time of day it will run
C) Its duration
D) Its frequency
E) All of the above

Answer 2

E

Question 3

By ________ and ________ your customer, you will avoid wasting money in outlets in which the audience won't be interested in your product or service.

A) Visualizing, knowing
B) Visualizing, studying
C) Imagining, knowing
D) Picturing, knowing
E) Picturing, studying

Answer 3

A

Question 4

Which approach to establishing a promotional budget is not included in the text?

A) Percentage of sales method
B) Competitive spending method
C) Excess funds approach
D) Objective and task method
E) Reactionary method

Question 5

Which of the following is not an example of a broadcast media?

A) Air radio
B) Satellite radio
C) Air television
D) Cable television
E) Local newspaper

Question 6

Common communications objectives include ________.

A) Develop brand awareness and image
B) Provide information
C) Change customer beliefs or attitudes
D) All of the above
E) None of the above

Question 7

If the cost of a four-color, full-page ad in Sports Illustrated is $950,000, and its total readership is 15,000,000, its Cost Per Thousand is ________.

A) $63.33
B) $63.20
C) $53.33
D) $62.33
E) $60.23

Question 8

When looking for opportunities, organizations ask key questions such as: ________

A) Are there customers that the competition is ignoring or not serving?
B) Which markets are heavily saturated and have intense competition?
C) Are the benefits of our goods (or services) being clearly articulated to the various customer market segments?
D) Would there be opportunities to build relationships with customers using a slightly different marketing approach?
E) All of the above

Question 9

Which of the following advertising media types have the advantage of having a long shelf life?

A) Television
B) Radio
C) Newspapers
D) Magazines
E) All of the above

Question 10

Newspapers can be ________.

A) Community-based
B) Local
C) Regional
D) All of the above

Question 11

A year-long study of newspaper advertising determined that a potential customer needs to see an ad at least ________ times before the marketing message penetrates.

A) Nine
B) Eight
C) Ten
D) Five
E) Three

Question 12

Often, freelancers will specialize in a single aspect of integrated marketing such as ________.

A) Advertising design
B) Packaging design
C) Public relations
D) Event planning
E) All of the above

Question 13

________ advertising provides information about an organization rather than a specific product and is intended to create awareness about the firm and enhance its image.

A) Institutional
B) Official
C) Formal
D) Established
E) Organized

Question 14

The challenge for businesses is to determine the best opportunities and to create promotions that do all of the following except ________.

A) Effectively cut through the clutter and noise
B) Engage the attention of prospective customers
C) Generate profitable sales
D) Add to the mass communications the public is bombarded with
E) None of the above

Question 15

________ advertising is designed to create awareness, interest, purchasing behavior, and postpurchase satisfaction for specific products and services.

A) Product
B) Invention
C) Device
D) Merchandise
E) Artifact

Question 16

Which of the following is not an example of print media?

A) Newspaper
B) Magazine
C) Directory
D) Yellow page
E) Internet banner

Question 17

Which of the following is not a drawback to the percentage-of-sales method of promotional budgeting?

A) Less is spent when sales are low.
B) More is spent when sales are high.
C) There is no accounting for competitive spending.
D) It does not consider your overall strategy.
E) It is affordable based on income.

Question 18

The number of members of your target audience (people, businesses, households) that will be exposed to the advertising during a given period is known as which of the following?

A) Reach
B) Frequency
C) Opportunities to see
D) Gross ratings points
E) None of the above

Question 19

Successful advertising will ________.

A) Build brand and image
B) Provide information
C) Persuade
D) Stimulate action
E) All of the above

Question 20

The ________ associated with an advertising agency or freelancer must be weighed against the ________ to be gained.

A) Fees, returns
B) Time, returns
C) Time, profit
D) Fees, customers
E) None of the above

Question 21

The calculation of lifetime value is generally done in ten-year increments over, say, twenty or thirty years.

Question 22

Twitter is an example of macroblogging.

Question 23

Promotion has expanded beyond advertising, sales promotions, and personal selling to include ________.

A) Database marketing
B) Direct marketing
C) Alternative marketing
D) E-active marketing
E) All of the above

Question 24

Which of the following are not included in Kenneth Clow's and Donald Baack's five steps of promotions opportunity analysis?

A) Conduct a communications market analysis.
B) Establish communications objectives.
C) Create a communications budget.
D) Prepare promotional strategies.
E) Create ways to promote to secondary markets.

Question 25

The primary focus of database marketing is on relationship-building rather than sales.

Question 26

Offering coupons may provide an incentive to try your product or service for the first time.

Question 27

Online advertising typically takes the form of banner advertisements on Web sites.

Question 28

The decision to hire advertising agencies or freelance artists depends on all of the following except ________.

A) The size of the company and its advertising budget
B) In-house capacity
C) Owner preferences
D) The timeline of the advertising campaign
E) None of the above is an exception.

Question 29

Often, ________ can provide free or reduced-cost services.

A) Suppliers
B) Trade associations
C) Media
D) All of the above
E) None of the above

Question 30

USP stands for which of the following?

A) Unique Selling Proposition
B) Unitary Selling Proposition
C) Unique Selling Position
D) Unique Sales Proposition
E) Universal Selling Proposition

Question 31

A press release is an announcement sent to the media to generate publicity and states the who, what, when, where, and why of a story.

Question 32

Data mining is a labor-intensive process used to analyze and sort the data, to identify your best existing customers, and to model those who might become excellent customers.

Question 33

Brochures are an example of ________ material.

A) Non-print
B) Video
C) Audio
D) Collateral
E) All of the above

Question 34

Buzz marketing is another name for word-of-mouth marketing.

Question 35

"Undercover," deceptive marketing efforts are also called ________ marketing.

A) Viral
B) Electronic
C) Institutional
D) Stealth
E) Social

Question 36

TV advertising rates are comparatively ________ to other media.

A) High
B) Low
C) Equal
D) Identical
E) Inexpensive

Question 37

Brand spiraling means that companies use conventional approaches through print and broadcast media to drive traffic to their on-line sites.

Question 38

Figure 9-3 is an example of a print advertisement that incorporated the five main parts of a print ad. Which of the following is not included in the example?

A) Headline
B) Deck
C) Copy
D) Graphics
E) Port

Question 39

Promotional tools are best used when the strategy calls for a highly targeted, time-limited boost in response.

Question 40

The ________ analysis is a process that includes research into target markets and the promotional strategies to reach them.

A) Promotions opportunity
B) SWOT
C) marketing
D) Marketing research
E) publicity

Question 41

Think of a guerilla marketing idea. How can it be beneficial to your business?

Question 42

What are the objectives of advertising?

Question 43

If you had to choose one, would your choice be broadcast or print media? Support your choice.

Question 44

J. Conrad Levinson coined the term guerilla marketing in 1984 with his book of the same title, meaning original, unconventional, and inexpensive small-business strategies.

Question 45

The number and variety of online social networks has grown phenomenally in recent years and is expected to have little growth in the near future.

Question 46

The use of trade show exhibits is a proven promotional strategy for consumer companies.

Question 47

Lifestyle marketing aligns with traditional demographic approaches.

Question 48

How would you build positive public relations for your business?

Question 49

Write a press release using the example in the chapter as a guide.

Question 50

When using e-mail marketing, provide your customers with opt-out options.