Deck 13: Integrated Marketing Communications

Question 1

What does an integrated marketing communications strategy begin with?

A) separating the parts of the promotional mix into categories based on the media that is being utilized
B) isolating and eliminating non-promotional contacts between the consumer and the organization
C) consumer wants and needs, working in reverse to the product, brand, or organization
D) the realization that different components of promotion should deliver different messages to their target audiences

Answer 1

C

Question 2

How is the promotional objective of accentuating a product's value achieved?

A) by creating homogeneous demand for that class of product
B) by reducing season-to-season fluctuations in the sales rate of the product
C) by obtaining information from product consumers and telling them they were right in their choice of purchase item
D) by explaining why a particular product has greater ownership utility to its buyers than competing products

Answer 2

D

Question 3

Sam just received a free trial sample of cereal bars that he found hanging on his doorknob.What is this an example of?

A) direct sampling
B) direct marketing
C) personal selling
D) guerrilla marketing

Answer 3

A

Question 4

What is the main purpose of a promotional campaign focusing on vacation possibilities in the Maritimes?

A) to provide information
B) to increase primary demand
C) to increase selective demand
D) to accentuate a product's value

Question 5

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

A) direct mail
B) Internet messages
C) personal selling
D) competitor feedback

Question 6

What is coordinating all of a firm's promotional activities to produce a unified, customer-focused message BEST known as?

A) customer orientation
B) the marketing concept
C) integrated marketing communications
D) comprehensive marketing activities

Question 7

From the perspective of the marketing communications process, what do two consumers talking to each other during a television commercial represent?

A) interaction
B) noise
C) decoding
D) coding

Question 8

In terms of the communications process, to whom are television ads directed?

A) the encoders
B) the transmitters
C) the receivers
D) the coders

Question 9

What does the D indicate in the AIDA concept?

A) delivery of the promotional message
B) decoding the message
C) desire for the product being promoted
D) decision to listen to the message

Question 10

What would be a goal of any integrated marketing communication system?

A) to create a unified message at the lowest possible cost
B) to create a message that will keep the consumer from tuning out
C) to hire an agency to handle each element of the promotional strategy
D) to consolidate the promotional responsibilities within an organization

Question 11

Marketers of fine jewellery may choose to emphasize the product's quality and desirable features as a way of building brand image and equity, justifying the higher price of the product.Which of the following promotional objectives does this example BEST address?

A) increasing market share
B) accentuating the product's value
C) increasing product demand
D) differentiating the product

Question 12

Which of the following is NOT one of the objectives of promotion?

A) creating homogeneous demand
B) providing information
C) increasing demand
D) differentiating a product

Question 13

What does teamwork in applying a successful integrated marketing communications program involve?

A) clear definition of the responsibilities of each department in creating the promotional mix
B) in-house resources and outside vendors
C) reorienting employees to put the customer first
D) mutual admiration for the successes of each department in implementing the promotional mix

Question 14

What will often result from successful implementation of Integrated Marketing Communications?

A) media saturation
B) higher audience reach
C) identifying several unexpected new target market opportunities
D) synergies and interdependence of the promotional mix elements

Question 15

Patricia calls a firm's 1-800 number and expresses her reaction to a recent television ad.What is this an example of?

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

Question 16

What can noise take the form of in international communications?

A) a lack of certain vowel sounds in the language that make it impossible to say the product name
B) unreliable radio transmissions
C) multiple languages spoken in the commercial
D) incorrect translations

Question 17

What do the AIDA concepts refer to?

A) the steps in developing an IMC program
B) the steps in promoting a product
C) the steps in distributing a product
D) the steps in the consumer purchase decision process

Question 18

Stephanie works for a company that designs home computer network hardware.Her company is introducing a wireless networking device that is faster, more stable, and more secure than existing technology.Stephanie is designing a promotional campaign that emphasizes the technology's features and advantages.What are the two overall goals of this promotional campaign?

A) providing information and increasing primary demand
B) providing information and increasing selective demand
C) increasing primary demand and differentiating a product
D) differentiating a product and providing information

Question 19

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

A) salesmanship
B) advertising
C) promotion
D) communication

Question 20

Eric is concerned about one of the products he manages.Sales have declined recently so he begins an intensive promotional campaign.What is Eric's overall promotional objective?

A) to increase selective demand
B) to provide information
C) to stabilize sales
D) to increase primary demand

Question 21

What would be the preferred promotion for markets characterized by a large number of potential customers scattered over a sizable geographic area?

A) advertising
B) personal selling
C) public relations
D) publicity

Question 22

How does product placement work as a form of nonpersonal selling?

A) a company pays to have products displayed at the ends of grocery store aisles
B) a company pays to have products displayed prominently in a motion picture
C) companies do promotional tie-ins, such as Disney movie toys as incentives in every McDonald's Happy Meal
D) a company positions its TV commercials during prime hours for its target market

Question 23

During periods of low demand, what is the objective of the promotion "Kids eat free on weekends"?

A) to stabilize sales
B) to accentuate product value
C) to increase market share
D) to offer value

Question 24

What is sales promotion subdivided into?

A) trade and consumer promotion
B) Internet and traditional promotion
C) domestic and international promotion
D) wholesale and retail promotion

Question 25

Which of the following is NOT a means of conducting a personal-selling effort?

A) telephone
B) videoconferencing
C) mass media
D) interactive computer links

Question 26

What dominates the promotional mixes for low-unit value products?

A) personal selling
B) direct mail
C) advertising
D) telemarketing

Question 27

Generally, which of the following components of a a firm's promotion mix will be heavily invested in when serving business-to-business customers?

A) advertising
B) publicity
C) public relations
D) personal selling

Question 28

What is the promotional tool that is generally free, though under the LEAST amount of control by a firm than any other component of the promotional mix?

A) publicity
B) public relations
C) sales promotion
D) advertising

Question 29

Which of the following BEST describes guerrilla marketing?

A) a defensive strategy that places counter-advertising in a market targeted against strong competitive products
B) free promotion initiated by fans, loyal customers, or other interested product users
C) a relatively new approach to promotion that avoids traditional media and attempts to find innovative, low-cost ways to reach a target market
D) any negative campaign against a product or a company because of poor performance, incited by angered consumers who share experiences on blogs and message boards

Question 30

What is a form of guerrilla marketing whereby a firm relies on social networks to transmit a marketing message?

A) product placement
B) viral marketing
C) ambush marketing
D) database marketing

Question 31

How much of an industrial firm's budget is generally invested in personal selling compared with producers of consumer goods?

A) a smaller portion in personal selling than invested in publicity
B) a smaller portion in personal selling than invested in advertising
C) approximately equal amounts in personal selling and non-personal selling
D) a larger portion in personal selling than invested in advertising

Question 32

Which of the following would be considered advertising?

A) a point-of-purchase display of gum
B) a billboard promoting Honda cars
C) a coupon clipped from the newspaper
D) a sample of a product left on your doorstep

Question 33

What is ordinarily the dominant promotional mix component for unique, highly technical, or custom-made products?

A) trade shows
B) publicity
C) personal selling
D) advertising

Question 34

Which of the following is generally NOT an advantage of guerrilla marketing?

A) It reaches a wide audience.
B) It has low cost.
C) It attracts attention due to its innovation.
D) It is less cluttered with competitors trying to do the same thing.

Question 35

Which of the following groups of activities is NOT considered to be a form of sales promotion?

A) trade shows, product demonstrations, and displays
B) telemarketing, publicity, and home shopping channels
C) coupons, rebates, and sweepstakes
D) limited-time discounts on consumer products and services

Question 36

Which of the following is considered to be part of the direct marketing category?

A) telemarketing
B) billboards
C) sponsorship
D) customer service

Question 37

What is the ideal form of promotion for large, geographically dispersed audiences that will listen to the same message?

A) advertising
B) publicity
C) public relations
D) sales promotion

Question 38

What element of the promotional mix is the MOST expensive (cost per contact)?

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

Question 39

Which of the following factors would NOT support the use of personal selling?

A) a limited number of buyers
B) standardized products
C) technically complex products
D) the option for trade-ins

Question 40

Which of the following is NOT an advertising format?

A) plastic shopping bags that retailers use to hold merchandise purchased by customers
B) TV monitors at grocery stores
C) billboards
D) a sweepstakes for a year of free gasoline

Question 41

Which of the following is a characteristic of telemarketing?

A) It provides marketers with a high rate of return.
B) It remains the least frequently used form of direct marketing.
C) It is useful only for business-to-business marketing.
D) It provides delayed feedback.

Question 42

What would be an effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand?

A) a pushing strategy
B) a channel influence strategy
C) a pulling strategy
D) a brand management strategy

Question 43

What type of strategy uses a promotional effort by a seller that is designed to stimulate consumer demand?

A) the product life cycle strategy
B) the pulling strategy
C) the pushing strategy
D) the supply/demand strategy

Question 44

What budgeting method sets aside a specified percentage of sales for promotional mix expenses-either based on past records or projected for the future?

A) fixed-percent-applied budgeting
B) percentage-of-sales budgeting
C) fixed-sum-per-unit budgeting
D) competitive-match budgeting

Question 45

What do direct marketing and integrated marketing communications have in common?

A) They respond to fragmented media markets and audiences.
B) They succeed when asked to provide standardized products to large target markets.
C) They benefit from the increasing size of network broadcast audiences.
D) They cannot effectively use databases to target specific markets.

Question 46

Which of the following is NOT a form of broadcast direct marketing?

A) direct-response ads on the radio
B) mass-media advertising
C) home shopping channels
D) infomercials

Question 47

At the Coca-Cola 500 NASCAR race, Pepsi gives hats to spectators as they enter the racetrack.Each person willing to wear the hat during the race was given a coupon for a free Pepsi product.A television camera captures various people in the crowd wearing the hat, with the Pepsi logo prominently displayed.What is Pepsi engaging in?

A) guerrilla marketing
B) public relations
C) direct marketing
D) ambush marketing

Question 48

What method sets specific corporate goals and determines the appropriate promotional activities for each goal as the two-step process used in developing the promotional budget?

A) marginal analysis
B) economies of scale
C) the fixed-sum-per-unit method
D) the task-objective method

Question 49

What is a disadvantage of catalogues from the standpoint of a marketer?

A) They target niche markets.
B) They make it more difficult to practise effective inventory control.
C) They result in higher overhead costs.
D) They are expensive and time consuming to produce.

Question 50

What promotional tools would more likely be used by a company adopting a push strategy of product promotion?

A) print and TV advertising
B) testimonials and product sampling
C) cooperative advertising and sales incentives
D) coupons and rebates

Question 51

What typically happens to advertising as a product moves into the growth and maturity stages of the product life cycle?

A) advertising expenditures generally decrease dramatically
B) personal selling starts to become the most preferred form of promotion
C) consumers can no longer be influenced by advertising as a form of promotion
D) advertising gains relative importance in persuading consumers to purchase

Question 52

Nestlé enters the market with a new line of ice cream.Wholesalers and retailers are only marginally impressed as they already have access to more than 200 flavours from 15 different brands.What strategy would Nestlé be wise to create in order to generate momentum for the ice cream?

A) a pulling promotional strategy
B) a pushing promotional strategy
C) a supply/demand promotional strategy
D) an advertising promotional strategy

Question 53

What is an outcome of the interactive characteristic of direct marketing?

A) the development of databases with wide market segments
B) the tailoring of individual responses by marketers to meet consumers' needs
C) the easy assessment of a consumer's feelings towards a call to action to purchase the product
D) the building of relationships with existing customers but not new consumers

Question 54

What budgeting approach finds out what other organizations spend on promotion and match it, either dollar-for-dollar or in terms of market share?

A) industry parity budgeting
B) category match budgeting
C) meeting competition budgeting
D) market match budgeting

Question 55

What should a pulling promotional strategy emphasize when potential buyers of a product are dispersed geographically?

A) advertising
B) personal selling
C) publicity
D) public relations

Question 56

What is one of the advantages of the direct mail medium?

A) It offers the ability to reach a broad target market.
B) The per-reader cost is less expensive than other types of advertising.
C) Response rates are measurable and higher than other types of advertising.
D) There is less chance of being misled by the message or source of the message.

Question 57

What budgeting method sets the promotional budget allocation based on a predetermined dollar amount for each unit sold or produced?

A) the fixed-sum-per-unit method
B) the fixed-cost method
C) standard budgeting
D) variable cost budgeting

Question 58

In measuring the effectiveness of promotional spending, marketers prefer the common method of direct-sales-results testing.What does this testing measure?

A) the conversion rate of Internet shoppers
B) consumer attitudes about product value and performance
C) the impact of promotional spending on product revenue
D) the beginning of the AIDA strategy

Question 59

Which of the following would typically NOT be an example of direct mail promotion?

A) catalogue from IKEA advertising a special offer on office furniture
B) promotional DVD sent by a family vacation resort
C) reminder postcard sent to a car owner offering 15 percent off the cost of an oil change
D) advertisement in the newspaper

Question 60

Which of the following is NOT a variable of the promotional mix?

A) the nature of the product
B) the positioning of competitive products
C) the stage of the product life cycle
D) the product price

Question 61

Hat Inc.company spends $100 million on promotional activity for 25 percent of the domestic hat market.Sombrero Inc. at 10 percent of the market, decides to increase its share to 15 percent by increasing its promotional activity.Sombrero Inc.estimates that Hat Inc.spends $50 million dollars for each 12.5 percent increment in market share.Sombrero increases its current budget by $20 million to capture the extra 5 percent of the market.Which of the following BEST describes the budgeting method used?

A) meeting-competition method
B) percentage-of-sales method
C) fixed-sum-per-unit method
D) task-objective method

Question 62

"By the end of next year, our goal is that 50% of pet owners within 10 kilometres of our business will know about the benefits and availability of our organic pet food." The manager then asks the following at a marketing meeting."How many dollars will be required to achieve this and what should the promotional mix be?" Which of the following BEST describes the budgeting method used?

A) meeting-competition method
B) percentage-of-sales method
C) fixed-sum-per-unit method
D) task-objective method

Question 63

The print ad for a circus performance states "Collage" April 22 - 30 The Big Theatre, across Canada.Tickets on sale tomorrow starting at $45, by phone or tickets.ca.Which of the following promotional objectives does this example BEST address?

A) to stabilize sales
B) to accentuate the product's value
C) to increase product demand
D) to provide information

Question 64

What do firms generate by creating special events, holding press conferences, and preparing news releases and media kits?

A) trade promotion in general
B) a sweepstakes
C) publicity
D) bonus packaging

Question 65

The initial success of WOTE, a musical group whose performance was viewed exclusively on the Internet, can be BEST attributed to which of the following types of marketing?

A) broadcast
B) direct
C) viral
D) buzz

Question 66

Our projected sales for next year is 20 000 units. We will budget for promotion at $25 per unit. Which of the following BEST describes the budgeting method used?

A) meeting-competition method
B) percentage-of-sales method
C) fixed-sum-per-unit method
D) task-objective method

Question 67

Regarding communication channels through which a firm can promote products, public relations is BEST described as which of the following?

A) efficient and indirect
B) efficient and direct
C) inefficient and indirect
D) inefficient and direct

Question 68

Which of the following is NOT a method to measure the success of Internet advertising?

A) cost per impression
B) cost per response
C) conversion rate
D) cost per exposure

Question 69

What are the narrowly focused public relations activities usually called that are designed to directly support the company's marketing goals?

A) publicity stunts
B) marketing public relations
C) nonmarketing public relations
D) integrated marketing communications

Question 70

A single car manufacturer has an onboard safety and security system in the cars it produces which is designed to assist the occupants in case of emergency.Which of the following promotional objectives does this example BEST address?

A) to stabilize sales
B) to differentiate the product
C) to increase product demand
D) to provide information

Question 71

What is the process within a company called that builds relationships with customers, employees, stockholders, suppliers, government agencies, and society?

A) publicity
B) stakeholder relations
C) public communications
D) public relations

Question 72

Why is promotion often criticized?

A) because it is used by nonprofits seeking financial support
B) because it is used to help businesses grow and meet their key customer needs
C) because it can more effectively use resources
D) because it is used to encourage consumers to buy products they can't afford

Question 73

The "Eggs.Get cracking." is an advertising campaign. Which of the following promotional objectives does this example BEST address?

A) to increase market share
B) to accentuate the product's value
C) to increase product demand
D) to differentiate the product

Question 74

On some live or reality TV shows, blurred areas appear over logos and product names in an attempt to hide the text that appears on participant's tee-shirts or baseball caps.This blurring of text/logo by the broadcaster is BEST described as an attempt to avoid which of the following components of the promotional mix?

A) guerrilla marketing
B) public relations
C) direct marketing
D) ambush marketing

Question 75

Which of the following is NOT part of the nonpersonal elements of the promotional mix?

A) customer service
B) television advertising
C) trade promotion
D) publicity

Question 76

Through what process does a company communicate general management issues to the external environment?

A) publicity
B) nonmarketing public relations
C) marketing public relations
D) sales promotional activities

Question 77

An Athletics Inc.company sells exclusively branded Yoga wear that it now promotes as casual everyday wear.Which of the following promotional objectives does this example BEST address?

A) to increase market share
B) to accentuate the product's value
C) to increase product demand
D) to differentiate the product

Question 78

In its third year of operation, Kibber's Dog accessories earned $500K in sales revenues, with $100K in promotional expenses.Kibber's is budgeting an additional $50K in expenditures for the coming year in anticipation of sales revenues rising to $750K.Which of the following BEST describes the budgeting method used?

A) meeting-competition method
B) percentage-of-sales method
C) fixed-sum-per-unit method
D) task-objective method

Question 79

Summer Pools Inc.is a pool installation company in a climate that has cooler weather for six months of the year.During the cooler six months Summer Pools Inc.sells hot tubs and billiard tables. Which of the following promotional objectives does this example BEST address?

A) to stabilize sales
B) to accentuate the product's value
C) to increase product demand
D) to provide information

Question 80

What is a characteristic of public service announcements?

A) They are costly for nonprofit organizations to broadcast.
B) They are ads that generate awareness or educate the public.
C) They are any type of information released by a public relations department.
D) They are media ads that promote medical products.