Deck 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Question 1

________ includes sales presentations, trade shows, and incentive programs.

A) Direct and digital marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising

Answer 1

C

Question 2

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

A) sales promotion
B) personal selling
C) direct and digital marketing
D) public relations
E) advertising

Answer 2

D

Question 3

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

Answer 3

Advertising is any paid-for or nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion includes short-term incentives to encourage the purchase or sale of a product or service. Public relations includes building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events. Personal selling includes a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. Direct marketing includes direct connections with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Question 4

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity

Question 5

Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 6

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising

Question 7

Which of the following is one of the five major promotion tools?

A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct and digital marketing

Question 8

Which of the following statements is true regarding today's marketing communications?

A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today's consumers are better informed about products and services.

Question 9

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers' representatives
D) the pubic relations staff work closely with the sales force
E) the promotion, product, price, and place be coordinated

Question 10

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising

Question 11

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
E) advertising

Question 12

Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.

Question 13

Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Question 14

Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.

A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies

Question 15

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.

A) manufacturing processes are becoming more efficient
B) distribution of products worldwide is more feasible and cost-effective
C) segmenting and targeting of consumers are more detailed than ever before
D) digital technologies are changing the ways companies and customers communicate
E) retailing is more competitive with more sources of products available for consumers

Question 16

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

A) sales promotion
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations

Question 17

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

A) sales promotion
B) direct and digital marketing
C) advertising
D) public relations
E) horizontal diversification

Question 18

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification

Question 19

Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Question 20

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

A) push strategies
B) direct and digital marketing
C) the Internet
D) personal selling
E) public relations

Question 21

Integrated marketing communications calls for recognizing all communications channels where the customer may encounter the company and its brands.

Question 22

Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.

Question 23

To carefully integrate and coordinate the company's many communications channels and produce greater sales impact, some companies appoint a(n) ________.

A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner

Question 24

The shift toward digital communication allows companies to keep control of message exposure.

Question 25

As mass markets have fragmented, marketers have shifted away from mass marketing.

Question 26

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

A) have equal portions of the advertising budget
B) use independent communications directors
C) develop separate marketing objectives
D) engage the same target audience
E) deliver a clear, consistent, and compelling message

Question 27

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

A) don't distinguish between message sources
B) never pay attention to sales promotions
C) don't care about buzz marketing
D) are not able to block out messages
E) block out all media messages

Question 28

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing

Question 29

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Question 30

The integrated marketing concept ties together all of the company's messages and images.

Question 31

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing

Question 32

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility

Question 33

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing

Question 34

Communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these technologies also give consumers more control over the advertising messages they receive.

Question 35

Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.

A) promotion managers
B) public relations managers
C) sales managers
D) content marketing managers
E) account managers

Question 36

Companies often fail to integrate their various messages to consumers because ________.

A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact

Question 37

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?

A) radio
B) magazines
C) newspapers
D) network television
E) online social networks

Question 38

The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

A) prioritize
B) integrate
C) utilize
D) design
E) spend on

Question 39

Of the various digital marketing categories, ________ is the fastest-growing category.

A) blogs
B) e-mail
C) social media
D) mobile
E) brand Web sites

Question 40

Which of the following statements is true regarding the old mass-media communications model?

A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs and video streaming.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.

Question 41

________ refers to the process of putting thought into symbolic form.

A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback

Question 42

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Question 43

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

A) sourcing
B) messaging
C) acknowledging
D) decoding
E) encoding

Question 44

Which of the following is one of the four major communication functions?

A) coordination
B) distribution
C) noise
D) response
E) preference

Question 45

Why should a company be concerned about integrating communications from different sources within the company?

Question 46

Communications programs need to be developed for specific niches, individuals, and ________.

A) genders
B) countries
C) departments
D) products
E) segments

Question 47

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

A) messaging
B) decoding
C) sending
D) encoding
E) responding

Question 48

A marketing communications director has overall responsibility for the company's communications efforts.

Question 49

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

A) response
B) disturbance
C) noise
D) code
E) distortion

Question 50

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating

Question 51

A(n) ________ is a set of symbols that the sender transmits.

A) encoder
B) feedback loop
C) message
D) media
E) decoder

Question 52

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing

Question 53

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

A) noise
B) encoding
C) feedback
D) response
E) decoding

Question 54

Explain the concept of integrated marketing communications (IMC).

Question 55

While using integrated marketing communications, the communications process should start with a(n) ________.

A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence

Question 56

How do integrated marketing communications build brand identity?

Question 57

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

A) decoder
B) media
C) encoder
D) communicator
E) feedback loop

Question 58

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

A) encoding
B) decoding
C) the product
D) the message
E) the medium

Question 59

In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________.

A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) ongoing customer relationships with the company
E) product life cycle

Question 60

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

A) Gigi Hadid
B) Ladies' Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals

Question 61

Marketing communicators must know what ________ and what ________.

A) products they wish to sell; audiences they want to target
B) distribution channel(s) they wish to use; timing they need
C) advertising media they will use; message they will send
D) audiences they wish to reach; responses they want
E) message they will send; feedback they expect

Question 62

Which of the following statements is true about personal communication channels?

A) A magazine advertisement exemplifies the use of a personal communication channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) ord-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.

Question 63

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.

A) liking
B) awareness
C) preference
D) insistence
E) conviction

Question 64

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct

Question 65

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) identify potential distractions
E) design a message

Question 66

Among the buyer-readiness stages, the first stage is ________.

A) preference
B) knowledge
C) liking
D) awareness
E) insistence

Question 67

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?

A) designing the message
B) choosing the media through which to send the message
C) determining communication objectives
D) collecting feedback
E) selecting the message source

Question 68

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

A) rational
B) structural
C) emotional
D) moral
E) standard

Question 69

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

A) structural
B) rational
C) emotional
D) moral
E) standard

Question 70

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

A) preference
B) conviction
C) knowledge
D) purchasing
E) liking

Question 71

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

A) Gigi Hadid
B) Ladies' Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals

Question 72

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations

Question 73

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives

Question 74

To communicate effectively, a marketing communicator should most likely ________.

A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer's field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols

Question 75

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness

Question 76

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

A) the number of subscribers to Ladies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Gigi Hadid is an appealing spokesperson

Question 77

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

A) create differences
B) enhance doubts
C) double interest levels
D) arouse desire
E) minimize dismay

Question 78

The AIDA model identifies the characteristics of an effective ________.

A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response

Question 79

Which of the following is the first step in developing an effective integrated communications and promotion program?

A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message

Question 80

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________.

A) whether it will be said
B) how it will be said
C) what noise to anticipate
D) how much it will cost to prepare the message
E) how frequently it will be said