Deck 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing

Question 1

A paid form of nonpersonal communications, about an organization, its products, or its activities that is transmitted through a mass medium to a target audience is called

A) personal selling.
B) advertising.
C) direct marketing.
D) sales promotion.

Answer 1

B
Explanation: Advertising is a paid form of nonpersonal communications about an organization, its products, or its activities that is transmitted through a mass medium to a target audience.

Question 2

If the product is a new complex technology that requires a great deal of explanation, its promotional mix will most likely

A) focus heavily on personal selling.
B) contain short-run incentives.
C) rely more on advertising.
D) rely on mass media to answer buyer questions.

Answer 2

A
Explanation: Finally, if the product is a new complex technology that requires a great deal of explanation, the promotional mix will likely focus heavily on personal selling so that potential buyers can have their questions answered.

Question 3

Identify a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

A) Personal selling
B) Door to door selling
C) Telemarketing
D) Public relations

Answer 3

D
Explanation: Public relations is a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

Question 4

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

A) Building positive images
B) Retaining customers
C) Building channel relationships
D) Identifying prospects

Question 5

The nonpersonal promotional effort for a new soft drink is less likely to rely on

A) advertising.
B) sales promotion.
C) public relations.
D) personal selling.

Question 6

Which of the following is not true of the strategic goal of retaining customers?

A) It costs far more to retain an existing customer than to attract a new customer.
B) Loyal customers are a major asset for every business.
C) Marketing communications can support efforts to create value for existing customers.
D) Interactive modes of communication play an important role in retaining customers.

Question 7

Marketers create positive and distinct images through

A) test marketing.
B) marketing communications.
C) marketing research.
D) vertical marketing.

Question 8

Positive images can create value for customers by adding

A) meaning to products.
B) features to products.
C) design elements to products.
D) price details to products.

Question 9

Which of the following is a personal form of communication?

A) Direct marketing
B) Advertising
C) Sales promotion
D) Door-to-door selling

Question 10

All of the following are important goals of marketing communications except

A) building positive images.
B) identifying prospects.
C) building a relationship with the organizations' channel members.
D) design and product development.

Question 11

The promotion mix of which of the following products is most likely to contain short-run incentives?

A) An essential commodity.
B) An established product requiring nonpeak sales season stabilization.
C) A product in the decline stage of the product life cycle.
D) A product in the research and development stage of the product life cycle.

Question 12

Retailers can support manufacturers by

A) featuring the manufacturer's brands in their ads.
B) distributing coupons to them.
C) setting prices exceptionally high.
D) discouraging personal selling.

Question 13

An activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product is called

A) sales promotion.
B) advertising.
C) public relations.
D) personal selling.

Question 14

This refers to the combination and types of nonpersonal and personal communication the organization puts forth during a specified period.

A) Promotion mix
B) Strategic marketing
C) Market segmentation
D) Marketing mix

Question 15

A nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as

A) advertising.
B) branding.
C) publicity.
D) personal selling.

Question 16

All of the following are promotional efforts undertaken when a new product is introduced in the market, except

A) making sure that buyers are aware of the product.
B) changing the product design according to buyer needs.
C) convincing buyers of the product's value.
D) informing the customer about the benefits of the product.

Question 17

This refers to a face-to-face communication with potential buyers to inform them about, and persuade them to buy an organization's products and services.

A) Personal selling
B) Advertising
C) Sales promotion
D) Online marketing

Question 18

Which of the following statements about personal selling is true?

A) It is a paid form of communication about an organization, its products, or its activities that is transmitted through a mass medium.
B) It is a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, and stockholders.
C) It is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product.
D) It can take the form of direct mail, online marketing, catalogs, outdoor displays, telemarketing, and direct response advertising.

Question 19

This paid form of nonpersonal communications may use media such as outdoor displays, car cards, directories, etc., to reach out to a target audience.

A) Direct marketing
B) Advertising
C) Personal selling
D) Sales promotion

Question 20

Building relationships with wholesalers and retailers would pertain to which of the following strategic goals of marketing communication?

A) Create awareness
B) Build channel relationships
C) Retain customers
D) Identify prospects

Question 21

All of the following are focus areas of traditional marketing communication efforts except

A) product claims.
B) communication specialists.
C) making transactions.
D) creating core competencies.

Question 22

The generalist viewpoint about the contribution of advertising to the economic health of the firm is primarily concerned with all of the following except

A) sales.
B) profits.
C) return on investment.
D) effects of specific ads.

Question 23

Which of the following promotional tool is least likely to produce conviction among potential buyers?

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

Question 24

Which of the following tool might be more successful in creating awareness among potential buyers?

A) Personal selling
B) Door to door selling
C) Public relations
D) Sales promotion

Question 25

In peanut butter and coffee, P&G invests more in advertising and less in discounting than its major competitors. Identify a key factor in advertising that P&G is aware of and is using here.

A) Raiding ad budgets
B) Viewing advertising as a discretionary cost
C) Consistent investment spending
D) Cutting ad budgets to fund price promotions

Question 26

An integrated approach to marketing communication

A) focuses on mass marketing and customer acquisition.
B) focuses on making transactions.
C) strives to create brand messages with strategic consistency.
D) uses a stable of promotional agencies.

Question 27

Which of the following promotional tool is the least likely to produce comprehension among potential buyers?

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

Question 28

A traditional approach to marketing communications

A) uses one communication management agency.
B) focuses on mass marketing and customer acquisition.
C) uses cross-functional planning and monitoring.
D) focuses on creating core competencies.

Question 29

The traditional approach to marketing communications focuses on

A) building and nourishing relationships.
B) all stakeholders of the organization.
C) independent brand messages.
D) corporate mission marketing.

Question 30

The ultimate objective of the business advertiser is to

A) focus on making transactions.
B) make sales and profit.
C) use a stable of promotional agencies.
D) focus on mass marketing and customer acquisition.

Question 31

Identify the viewpoint represented by advertising experts who are primarily concerned with measuring the effects of specific ads or campaigns.

A) Generalist viewpoint
B) Customer viewpoint
C) Specialist viewpoint
D) Distributor viewpoint

Question 32

Which of the following promotion tools would have the maximum success in encouraging a buyer into ordering a product?

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

Question 33

Unilever markets Snuggle fabric softener. It uses the image of a soft bear named Snuggle in television and print ads for the fabric softener. Replicas of the Snuggle bear were used as a sales promotion by using the pictures of the cute bear on T-shirts. The Snuggle bear is also used extensively on the product's web site. In addition, the Snuggle bear was used as the spokesperson for a children's literacy campaign sponsored by Snuggle fabric softener. Unilever has an integrated marketing approach and is focusing on

A) mass marketing and customer acquisition.
B) mass media to carry on a monologue with customers.
C) functional department planning and monitoring.
D) strategic consistency on brand messages.

Question 34

Advertising is subject to the law of diminishing returns, which means that

A) for any advertised product, a point is eventually reached at which additional advertising produces little or no additional sales.
B) advertising leads to maximizing of sales and those higher sales would always mean more profits.
C) advertising is concerned with measuring the effects of specific ads or campaigns.
D) advertising is a competitive weapon and emphasis should be given to the strategic aspects of the advertising function.

Question 35

According to the concept of integrated marketing communication, potential buyers usually go through all of the following stages except

A) conviction that the product has value for them.
B) ordering the product.
C) enhancing product image through publicity.
D) awareness of the product or service.

Question 36

Which observation is true of integrated marketing communications?

A) It is concerned with sending out independent brand messages.
B) It focuses on zero-based campaign planning.
C) It focuses on mass marketing and customer acquisition.
D) It uses mass media to carry on a monologue with customers.

Question 37

The integrated approach to marketing communications focuses on all of the following except

A) strategic consistency on brand messages.
B) dialogue with customers.
C) zero-based campaign planning.
D) mass marketing and customer acquisition.

Question 38

If a product is a new complex technology that requires a great deal of explanation, the promotional mix will most likely focus heavily on _____ so that potential buyers can have their questions answered.

A) the mass media
B) sales promotion
C) advertising
D) personal selling

Question 39

Which of the following promotion tools might be most successful in aiding the comprehension process for potential buyers?

A) Personal selling
B) Advertising
C) Sales promotion
D) Public relation

Question 40

Which of the following statements about direct marketing is true?

A) It involves face-to-face communication with potential buyers.
B) It does not require any interactive dialog between the marketer and the customer.
C) Its only objective is to request customers for further information.
D) Its products or its activities are transmitted through a mass medium to a target audience.

Question 41

Which method of determining advertising spending attempts to determine retail price by using production costs as a base?

A) Percent of sales
B) The task approach
C) Per-unit expenditure
D) All you can afford

Question 42

A product is advertised on a popular radio channel and is targeted at office goers driving back from work in the evening. However, due to traffic and other distractions, some of the ads message gets lost. In terms of the communication process this hampering of communications is an example of

A) encoding.
B) decoding.
C) noise.
D) positioning.

Question 43

A company that manufactures cosmetics introduces a new product. To popularize this product, they use unauthorized mailing lists to reach consumers. Concerns relating to which element of marketing communications is being discussed here?

A) Advertising
B) Public relations
C) Sales promotion
D) Mass media

Question 44

In terms of the communication process, translating the product idea or marketing message into an effective ad is termed as

A) encoding.
B) decoding.
C) target coding.
D) positioning.

Question 45

A local hardware store owner is preparing an advertising budget for his firm for the year. He uses data on the proportion of sales that other hardware stores in the region allocate to advertising as a base. Which of the following methods for establishing an advertising budget is he using?

A) All you can afford
B) Task approach
C) Competitive parity
D) The research approach

Question 46

From a strategy standpoint, this is a "followership" technique.

A) Competitive parity
B) Per-unit expenditure
C) Percent of sales
D) The research approach

Question 47

Advantages of the radio as a major advertising media include all of the following except

A) audience selectivity via station format.
B) mass use.
C) standardized rate structures.
D) low cost.

Question 48

"Advertising is defensive" is the basic philosophy underlying which of the following approaches?

A) Competitive parity
B) Per-unit expenditure
C) Percent of sales
D) The research approach

Question 49

Which of the following observations about the methods of establishing advertising budgets is true?

A) The per-unit expenditure approach is popular in retailing.
B) The percent-of-sales method is popular with higher-priced merchandise, such as automobiles or appliances.
C) The competitive parity approach to budgeting is a "leadership" strategy.
D) The task approach is often in conjunction with the research approach.

Question 50

Using economic power to gain favorable publicity is a concern associated with this element.

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

Question 51

This method of determining advertising spending views advertising as a function of sales, rather than sales as a function of advertising.

A) Per-unit expenditure
B) Rate-of-return
C) Odd pricing
D) The research approach

Question 52

Identify the method in which the advertising budget is established as a predetermined share of profits or financial resources.

A) Per-unit expenditure
B) All you can afford
C) Competitive parity
D) The research approach

Question 53

In terms of the communication process, the designing and creation of print advertisements for beauty products manufactured by the Pond's Co. can be termed as

A) encoding.
B) decoding.
C) public relations.
D) networking.

Question 54

Identify the statement that does not pertain to the percent-of-sales approach of determining advertising spending.

A) This method is popular with higher-priced merchandise, such as automobiles or appliances.
B) This is one of the most popular rule-of-thumb methods, and its appeal is found in its simplicity.
C) In this approach the firm simply takes a percentage figure and applies it to either past or future sales.
D) The percent-of-sales approach is popular in retailing.

Question 55

Which of the following is not an advantage of advertising through newspapers?

A) Flexibility and timeliness
B) Intense coverage of local markets
C) High believability of printed word
D) Greater interactivity with the readers

Question 56

All of the following are tasks associated with a successful ad campaign except

A) saying the right things in the ads themselves.
B) using the appropriate media in the right amounts to reach the target market.
C) using the appropriate media at the right time to reach the target market.
D) limiting the advertising outlays to the amount of available funds.

Question 57

Southern Elegance is a catering company. It has recently added staff and expanded its services and wants to advertise its services to businesses in the area. It has narrowed its media choices down to direct mailing and the local newspaper. Which of the following statements provides the catering company with usable information for making its decision?

A) The newspaper is a good choice because of the intense coverage of local markets.
B) Direct mail is a less expensive medium to use than newspapers.
C) Direct mail offers audience selectivity, flexibility, and a high "pass-along" readership.
D) The newspaper is flexible, timely, and has a long life.

Question 58

Identify the disadvantage of advertising through the internet.

A) Short message life.
B) High cost per exposure.
C) High information content.
D) Ads can be placed in interest sections.

Question 59

Which of the following observations is true of the per-unit expenditure method of determining advertising spending?

A) This method is popular with lower-priced merchandise, such as soaps or packaged food.
B) This approach attempts to determine the retail price by using production costs as a base.
C) In this approach, the firm simply takes a percentage figure and applies it to either past or future sales.
D) Per-unit expenditure approach is popular in retailing.

Question 60

Which of the following is a concern related to public relations in marketing communications?

A) Cutting ad budgets to fund price promotions.
B) Viewing advertising as a discretionary cost.
C) Orchestrating news events to present a false appearance.
D) Paying slotting allowances to gain retail shelf space.

Question 61

One of the objectives of trade promotions is to

A) stimulate consumers to make repeat purchases.
B) reward consumers for brand loyalty.
C) serve as a reward to distributors and retailers for past sales efforts.
D) encourage consumers to trade up or purchase larger sizes of a product.

Question 62

This form of consumer promotion is used where customers are offered discounts from the product's regular price.

A) Price deals
B) Bonus packs
C) Sweepstakes/contests
D) Samples

Question 63

Which of the following is not a procedure for evaluating specific advertisements?

A) Recognition tests
B) Theatre tests
C) Opinion tests
D) Market test.

Question 64

_____ involve(s) aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

A) Pull strategies
B) Push strategies
C) Penetration pricing
D) Skimming

Question 65

Ads for cotton emphasize how comfortable the fabric is to wear, and encourages consumers to look for the cotton logo and only buy clothing that is 100 percent cotton. These ads are using which of the following strategy?

A) Concept-oriented
B) Pull
C) Middleman-oriented
D) Push

Question 66

Which of the following statements about trade sales promotions is true?

A) Trade promotions are those promotions which are aimed at consumers.
B) A major objective of trade promotions is to encourage consumers to repurchase.
C) Promotions built around price discounts and advertising or other allowances are likely to have lower distributor/retailer participation levels.
D) Trade promotions encourage retailers to give the product more favorable shelf space.

Question 67

The number of times, on average that people are exposed to an advertisement within a given time period is known as

A) average frequency.
B) reach intensity.
C) frame rate.
D) time to target market.

Question 68

_____ is (are) aimed at distributors and retailers of products who make up the distribution channel.

A) Trade promotions
B) Coupons
C) Pull marketing
D) Consumer promotions

Question 69

One of the procedures for evaluating specific advertising objectives is through "attitude," where potential

A) buyers are asked to rate competing or individual brands on determinant attributes.
B) buyers are asked to indicate brands that come to mind in a product category.
C) audience members are asked to rank alternative advertisements as most interesting, most believable, best liked.
D) buyers are asked to indicate the likelihood they will buy a brand.

Question 70

High school juniors who were considering applying to the University of Southern Mississippi were asked to rank five different print ads intended to increase the enrollment to the college. The ads were to be ranked according to believability, interest-level, and attractiveness. The survey the students filled out was an example of a(n)

A) opinion test for evaluating specific ads.
B) recall test to determine ad effectiveness.
C) awareness test for evaluating specific advertising objectives.
D) recognition test for determining the number of people who are aware of an ad campaign.

Question 71

Identify the procedure for evaluating specific advertising objectives where potential buyers are asked to indicate brands that come to mind in a product category. A message used in an ad campaign is given and buyers are asked to identify the brand that was advertised using that message.

A) Awareness
B) Attitude
C) Opinion
D) Publicity

Question 72

) Which of the following is not an example of sales promotion activities directed at a company's own sales force?

A) Sales aids
B) Training materials
C) Meetings
D) Trade shows

Question 73

As Ted strolled through the mall, a market researcher stopped him and asked to him list all the brands of candy bars he could think of in thirty seconds. Ted was then given the advertising slogan that was used in some candy bar ads and asked to match the slogan to the candy. The interviewer was most probably conducting a(n)

A) opinion test.
B) theatre test.
C) awareness test.
D) attitude test.

Question 74

Which of the following trade promotions would be least likely to have the desired effect on the owner of a small shoe boutique?

A) Trade deals
B) Contests
C) Advertising allowance
D) Push money

Question 75

Over the past two decades, the popularity of sales promotion has been increasing due to

A) the increased pressure on management for long-term results.
B) the emergence of new purchase tracking technology.
C) the decreasing number of independent retailers.
D) a decline in product quality because of poor research and development.

Question 76

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as

A) average frequency.
B) reach.
C) noise.
D) frame rate.

Question 77

Which of the following statements concerning CPMs as a common measure of efficiency in the advertising industry is incorrect?

A) It is the most complex measurement method used for measuring the efficiency in the advertising industry.
B) The figure of thousand in the CPMs generally refers to the dollar cost of reaching 1,000 prospects.
C) A major disadvantage of the use of CPMs relates to its simplicity.
D) It is a common measure of efficiency or productivity in the advertising industry.

Question 78

Which of the following pertains to price deals as a form of consumer promotion?

A) Customers are offered regular trial sizes of the product either free or at a nominal price.
B) Customers are offered discounts from the product's regular price.
C) Additional amounts of the product are given to buyers when they purchase the product.
D) Customers are given reimbursements for purchasing the product either on the spot or through the mail.

Question 79

Premiums are

A) prizes available either through chance selection or games of skill.
B) rewards or gifts that can come from purchasing a product.
C) the most familiar and widely used of all consumer promotions.
D) additional amounts of the product given to buyers when they purchase the product.

Question 80

This involves aiming promotional efforts at distributors, retailers, and sales personnel to gain their cooperation in ordering, stocking, and accelerating the sales of a product.

A) Pull marketing
B) Push marketing
C) Creative marketing
D) Target marketing