Deck 8: Marketing Communications Strategies

Question 1

Advertising Olsen's high-end,European-designed clothing on buses and subways is an example of

A)geographic targeting.
B)mass marketing.
C)niche marketing.
D)choosing the wrong channel.
E)specialty advertising.

Answer 1

D

Question 2

Packaging a message based on an understanding of the target audience's needs is known as

A)the message channel.
B)encoding.
C)feedback.
D)the target's response.
E)noise.

Answer 2

B

Question 3

Communication is successful only when

A)the message is vague.
B)the target is passive.
C)the target believes you.
D)the message appeals to a broad audience.
E)it is fragmented.

Answer 3

C

Question 4

In response to today's marketing communications landscape,Tide laundry detergent has shifted away from mass marketing,and now its advertising

A)is more targeted.
B)is only online.
C)is only at point of purchase.
D)budget is about 5% of its sales.
E)has increased threefold.

Question 5

The message should be simple,to the point,and differentiated because the target

A)may question and doubt the message.
B)may ignore the message.
C)will accept the message as given.
D)is distracted by competing messages.
E)is distracted by the channel.

Question 6

Unlike in today's market,one ad on a major television network in 1985 would have reached this percentage of your customer base.

A)20%
B)33%
C)50%
D)70%
E)80%

Question 7

Today's customers' power to create and distribute content via the internet has serious implications for

A)media planning.
B)major networks.
C)mass-marketed ads.
D)a brand.
E)return on investment.

Question 8

The intended message should be evaluated against the target audience's

A)past purchasing behaviour.
B)level of awareness.
C)needs and frame of reference.
D)demographic profile.
E)psychographic profile.

Question 9

To be truly effective,communication should

A)be sporadic.
B)be a continuous activity.
C)be delivered through the least expensive channel.
D)rely on reach and frequency metrics.
E)have a broad appeal.

Question 10

Market research,sales reports,and media reports are all sources a company can use to get feedback on the communication's

A)reach.
B)frequency.
C)effectiveness.
D)channel strategy.
E)return on investment.

Question 11

Once the intended message is created,a company should conduct research on

A)the target audience.
B)competitive advertising.
C)product performance.
D)the target audience.
E)industry trends.

Question 12

The right encoding mechanism for the message

A)suits the needs of the target.
B)has a broad appeal.
C)is the least expensive channel.
D)is mass media.
E)focuses on short-term promotions.

Question 13

The percentage of mass-marketed television ads for fast food that are ignored is

A)4.8%.
B)17%.
C)22%.
D)33%.
E)45%.

Question 14

In today's changing landscape of marketing communications,media choice is

A)primarily major television networks.
B)focused on online and interactive media.
C)primarily magazines and newspapers.
D)unlimited.
E)limited.

Question 15

The first step in developing winning marketing communications is to

A)allocate resources.
B)integrate different communications methods.
C)measure market impact.
D)select communications objectives.
E)conduct market research.

Question 16

What the target audience knows about the brand and competitors' brands,and which encoding mechanism will work best,are topics addressed by

A)market research.
B)communications objectives.
C)market impact metrics.
D)budget allocation.
E)message strategies.

Question 17

Once the message has been delivered,the target

A)accepts it as given.
B)evaluates it by filtering.
C)conducts research.
D)ignores it.
E)is motivated to act.

Question 18

To succeed in the new world of marketing communications,you need to

A)target a single audience.
B)take charge of your brand's identity.
C)buy advertising on major television networks.
D)focus on short-term goals.
E)gear messages to a mass audience.

Question 19

Today's marketing communications objectives focus on

A)a broad audience appeal.
B)short-term promotions.
C)long-term brand health.
D)a mass marketing approach.
E)fitting in with the crowd.

Question 20

What remains of a message after it has been received and filtered by the target audience is

A)acceptance and understanding.
B)confusion.
C)customization.
D)feelings,beliefs,and attitudes.
E)questions and doubt.

Question 21

Among the communications tools in the marketing communications toolbox,this is the least expensive.

A)advertising
B)trade shows
C)event marketing
D)sponsorship
E)public relations

Question 22

Brand knowledge is a necessary,but insufficient,step.To become loyal to a brand,customers must

A)gain awareness.
B)gain objective knowledge.
C)develop an emotional connection.
D)try the product.
E)evaluate it against competitors' brands.

Question 23

A business can positively shape the customer's evaluation of the brand by using

A)public relations.
B)marketing collateral.
C)social media.
D)trade shows.
E)advertising.

Question 24

Advertising is used to

A)encourage product trial.
B)generate revenue.
C)build brand awareness.
D)support sales force efforts.
E)generate new customer leads.

Question 25

Customers aren't the only creators of information;employees can also be

A)voices for the company.
B)direct marketers.
C)sponsors.
D)event marketers.
E)media planners.

Question 26

These days,customers don't just consume marketing communications information;they also

A)research it.
B)compare it.
C)question it.
D)create it.
E)endorse it.

Question 27

The selected set of marketing communications tools should support and enhance

A)the communications objectives.
B)the target audience research
C)the market impact.
D)customer involvement.
E)the overall brand message.

Question 28

Different marketing communications tools should be used

A)at each step of customer involvement.
B)for each channel.
C)for each customer segment.
D)in each market.
E)for each message.

Question 29

Marketing communications budgets should be based on

A)a percentage of sales.
B)the previous year's budget.
C)the size of the brand portfolio.
D)agency fees.
E)the strategy the business is trying to achieve.

Question 30

Trade shows are used to

A)generate revenue.
B)generate new customer leads.
C)keep in touch with current market trends.
D)overcome customer resistance.
E)support community involvement.

Question 31

A survey of top executives in 2006 shows that only this percentage of companies measures the impact of their marketing communications efforts.

A)20%
B)33%
C)45%
D)57%
E)65%

Question 32

It is very difficult to measure the impact of activities such as

A)sponsorship of community events.
B)trade shows.
C)advertising.
D)coupons and other promotions.
E)direct marketing.

Question 33

Public relations is used to

A)encourage product trial.
B)generate revenue.
C)generate new customer leads.
D)build positive brand associations.
E)build customer relationships.

Question 34

Brand liking and preference lead to

A)awareness.
B)product trial.
C)positive word of mouth advertising.
D)a conviction that the brand is the best choice.
E)feedback on marketing communications messages.

Question 35

Arbitron's Project Apollo research study aims to link exposure to advertising to

A)geographic location.
B)target demographics.
C)target psychographics.
D)competitors' marketing activities.
E)product purchases.

Question 36

In many organizations,the budget devoted to marketing communications is based on

A)competitive activity.
B)a percentage of sales.
C)agency fees.
D)an incremental increase over the previous year's budget.
E)the size of the brand portfolio.

Question 37

A metric to measure the return on advertising is

A)positive media coverage.
B)brand relevance.
C)customer resistance.
D)primary message.
E)competitive advertising.

Question 38

Blogs,Twitter,Facebook,and YouTube are all forms of

A)mass media.
B)social media.
C)message strategies.
D)market research.
E)advertising metrics.

Question 39

Once advertising has made potential customers aware of the brand,coupons and other promotional offers are good ways to

A)create brand associations.
B)gain positive media coverage.
C)increase revenue.
D)gain product trial.
E)retain the customer.

Question 40

Before customers can become loyal,they go through a process of

A)awareness.
B)acquiring knowledge.
C)product trial.
D)increasing involvement with the brand.
E)comparing competitors' products.

Question 41

The old paradigm of top-down,one-way marketing communications is dead.The new paradigm is

A)top-down,interactive.
B)top-down,online.
C)bottom-up,two-way.
D)top-down,two-way.
E)online,one-way.

Question 42

In recall tests,aided recall is the more powerful indicator of advertising effectiveness.

Question 43

Advertising is very useful for generating new customer leads.

Question 44

Without measuring your target's pre-existing brand perceptions and associations before you start communicating,you are flying blind.

Question 45

Although customers have the power to create and distribute content thanks to the internet and social networking outlets,there are no serious implications for brands.

Question 46

In today's changing marketing communications landscape,multiple audiences are the target.

Question 47

Social media help build brand awareness and relevance,enhancing the brand image.

Question 48

In firms with metrics for marketing communications,there is a 13% dissatisfaction rate with marketing compared to 37% in firms with no metrics.

Question 49

In many organizations,the marketing communications budget is based on a percentage of sales (say 5%).

Question 50

Arbol Industries completely rethought its former internally focused approach to trade shows and began to view events as a crucial way to

A)meet old acquaintances.
B)build relationships with customers.
C)hand out marketing collateral.
D)answer questions.
E)reward employees with a chance to get out of the office.

Question 51

Once customers become aware of your brand,they need only gain objective knowledge of the brand's features and benefits to become loyal customers.

Question 52

Brands like Dove and Procter & Gamble has used social media to drive brand loyalty by

A)posting advertising messages.
B)sponsoring bloggers.
C)providing product information online.
D)creating an online community.
E)developing viral campaigns.

Question 53

It is very hard to directly measure the impact of community involvement activities such as sponsorship of community events.

Question 54

To be successful in the world of social media,a company has to

A)control the content of posted messages.
B)engage in a transparent conversation with customers.
C)be true to the brand message.
D)discourage negative feedback.
E)post a lot of product and corporate information.

Question 55

Marketing communications strategies should be designed for short-term gains.

Question 56

Brand liking and preference leads to conviction that the brand is the best choice.

Question 57

The percentage of mass-marketed ads actively ignored on television ranges from 4.8% for beer to 45% for fast food.

Question 58

Arbol Industries learned that once the event is over,the relationship with the prospect is just beginning.A company has to

A)advertise.
B)update its website.
C)follow up leads.
D)plan the next event.
E)highlight the event in the company newsletter.

Question 59

A company's sales force is an excellent communication tool to break down customer resistance and get customers to try the brand.

Question 60

Trade shows offer an inexpensive means to support sales force efforts.

Question 61

These days,customers not only consume marketing communications information;they also create it.

Question 62

What information should marketing research uncover when a company is developing a marketing communications strategy?

Question 63

Customer input is not an important factor when designing a trade show booth.

Question 64

Which marketing communications tools are most effective at encouraging product trial? Why?

Question 65

Once the event is over,the relationship with the prospect is just beginning.

Question 66

Companies should view events as sales tools.

Question 67

How does a company increase a customer's involvement with the brand by using the different marketing communications tools?

Question 68

To be successful in the world of social media,a company has to actively manage content to avoid the dissemination of negative feedback about its products or corporate philosophies.

Question 69

All integrated marketing communications (IMC)tools are virtually interchangeable.

Question 70

Describe three of the guiding principles of integrated marketing communications.

Question 71

To be truly effective,communication should be a continuous activity.Explain this statement.

Question 72

List and briefly describe the five steps for developing winning marketing communications.

Question 73

Communicating to customers in a discontinuous fashion is the best and most cost-effective approach.

Question 74

Why is it important to choose the right channel to deliver a message? Provide an example.

Question 75

Every email or memo can be blogged,making any employee,regardless of rank,a voice for the company.

Question 76

Companies should use the number of new deals closed as a crucial metric to evaluate events.

Question 77

How has the new paradigm changed customer needs and their responses to marketing communications messages?

Question 78

Name two marketing communications tools you would recommend if your main objective was to build brand differentiation? Why?

Question 79

Companies should always measure the impact of market communications no matter how small their budget.