Deck 1: Integrated Marketing Communications

Question 1

Product, price, place and promotion are also known as:

A) methods of selling goods and services.
B) marketing communications tools.
C) the marketing mix.
D) marketing jargon.

Answer 1

C

Question 2

is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives.

A) Advertising
B) Sales promotion
C) Marketing
D) Integrated marketing communications

Answer 2

C

Question 3

Which of the following is the BEST example of a marketing exchange?

A) Jessie helped Alison move a heavy piece of furniture.
B) For mowing her yard, Mrs. Forrest gave Ben a chocolate cake.
C) Vlad and Ingrid gave their son a trip for his graduation.
D) John gave Sahil a menu, and he placed his food order.

Answer 3

B

Question 4

Which is the best example of the use of packaging as a communication vehicle?

A) New cellphone SIM cards are enveloped in large plastic packages.
B) At Golftown one can purchase used golf balls in bags of 20 or 50.
C) Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
D) Costco offers multi-packs of contact lens solution at affordable prices.

Question 5

Which of the following is NOT a characteristic of advertising as a form of promotion?

A) Cost-effective method for communicating with large audiences
B) The ability to reach large audiences with the advertising message
C) Personal nature of the message
D) The ability to create images for brands

Question 6

Which of the following is NOT an element of the promotional mix?

A) Advertising
B) Packaging
C) Personal selling
D) Sales promotion

Question 7

Which of these is NOT a reason why marketers use advertising?

A) To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience
B) To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult
C) To set an appropriate price across various channels
D) To create symbolic appeals for a company or brand

Question 8

is defined as any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor.

A) The promotional mix
B) Advertising
C) Sales promotion
D) Publicity

Question 9

Each of the following is true about brand equity EXCEPT:

A) It is a tangible asset which can provide competitive advantage.
B) It is a challenge for marketers to consistently measure brand equity.
C) It builds on the favourable image and impressions of differentiation of a brand.
D) It is a measure of consumer attachment to a brand.

Question 10

Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions?

A) price allowance
B) package design
C) service level
D) product features

Question 11

Advertising may be defined as any:

A) personal communication from a company representative to prospective buyers
B) communication that moves a product from one level to another level of the distribution channel
C) paid form of nonpersonal communication about a product, service, or company
D) communication about a product, service, or company

Question 12

Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like the ones shoppers might consume back home in India. Which of the following is NOT a product benefit delivered by Navinder's snack items?

A) performance/convenience benefit
B) functional benefit
C) affordable benefit
D) emotional benefit

Question 13

Product protection, storage, communication, and image are all functional benefits of:

A) packaging
B) brand identity
C) product attributes
D) brand marketing

Question 14

The relative balance between what a consumer "receives" for what he/she "pays" is known as:

A) exchange
B) price
C) value
D) benefit

Question 15

is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

A) Organizational communication
B) Advertising
C) Promotion
D) Publicity

Question 16

The AMA has renewed its definition of marketing to include the important element of:

A) globalization
B) growth
C) value within the exchange
D) exchange

Question 17

A firm can have an excellent product at a great price, but it will be of little value unless it's available where the consumer wants it and when the consumer wants it. The statement above refers to:

A) distribution decisions.
B) price decisions.
C) positioning decisions.
D) product decisions.

Question 18

Which the following is NOT an advantage inherent in the use of advertising?

A) Low cost per contact
B) Immediate feedback
C) Ability to control the message
D) Ability to create brand images and symbolism

Question 19

Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of:

A) a differentiated product approach
B) a multi-media universe
C) a multi-channel environment
D) multi-level marketing

Question 20

Which of the following statements about price is true?

A) Price communicates the economic cost to consumers for all of the product benefits combined.
B) Levels of recommended ad expenditures are not relative to price.
C) Price refers to what the marketer must give up to sell a product.
D) Price is not a key aspect of the product conveyed in a promotional offer.

Question 21

This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark:

A) product appeal
B) brand equity
C) brand identity
D) product symbolism

Question 22

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of:

A) advertising
B) positive publicity
C) negative publicity
D) sales promotion

Question 23

is nonpersonal communication neither directly paid for nor run under identified sponsorship.

A) Publicity
B) Public relations
C) Sales promotion
D) Advertising

Question 24

A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent:

A) product symbolism
B) brand equity
C) brand identity
D) product appeal

Question 25

Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of ________ advertising.

A) retail
B) professional
C) business-to-business
D) primary-demand

Question 26

can be a cost-effective way to build a positive attitude toward the brand in potential consumers prior to, during, or after purchasing a product.

A) Personal selling
B) Price discounting
C) Sales promotion
D) Advertising

Question 27

advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

A) Retail
B) Professional
C) Business-to-business
D) Direct-response

Question 28

Why does Samsung place advertising messages in media such as television, print, and outdoor to encourage consumers to interact with the brand online?

A) Online communication is the best way to convey product attributes and consumer value.
B) Samsung only sells their products online, so they must try to drive traffic to their company website.
C) Online brand interaction is the least expensive way to connect with consumers.
D) Studies show that consumers research their purchase online prior to a store visit, so other media should lead the consumer to visit the company's website.

Question 29

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:

A) trade sales promotion
B) consumer sales promotion
C) direct marketing incentives
D) strategic promotions

Question 30

Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as:

A) a functional inducement
B) a trade sales promotion
C) integrated promotions
D) a consumer sales promotion

Question 31

Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of advertising.

A) trade
B) progressive
C) primary demand
D) professional

Question 32

Prime-time network television reached on a daily basis.

A) all Canadians
B) 85 percent of Canadians
C) only older adults
D) less than 50 percent of Canadians

Question 33

How does advertising differ from publicity?

A) Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.
B) Advertising typically utilizes mass media, and publicity does not.
C) Advertising is done by manufacturers, and publicity is done be retailers.
D) Advertising is paid for by the sponsoring organization, and publicity is not.

Question 34

Canadian advertisers spend more than annually.

A) $22 billion
B) $1 billion
C) $8 billion
D) $14 billion

Question 35

Which of the following statements about publicity is true?

A) Publicity and public relations are synonyms for each other.
B) Publicity has more of a long term, on-going purpose than public relations.
C) Publicity generally has a broader purpose and objective than public relations.
D) Publicity is an important communication technique used in public relations.

Question 36

Which of the following is NOT a technique used to generate publicity?

A) News releases and feature articles
B) Packaging and product displays
C) Photographs, films, and videotapes
D) Press conferences

Question 37

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies, it is an example of:

A) direct marketing
B) advertising
C) personal selling
D) publicity

Question 38

One of the primary advantages inherent in the use of publicity is its:

A) almost non-existent variable costs
B) ability to be personalized
C) ability to be closely controlled and monitored by the organization that is being publicized
D) credibility

Question 39

includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer.

A) Public relations
B) Direct marketing
C) Brand equity
D) Sales promotion

Question 40

McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a:

A) service-oriented sales promotion
B) consumer sales promotion
C) primary demand advertising campaign
D) direct-response advertising campaign

Question 41

Which of the following is NOT a specialized marketing communication service?

A) Interactive agency
B) Marketing research company
C) Public relations firm
D) Direct-response agency

Question 42

The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order. Given this information, which
Promotional element do you think The Bradford Exchange depends upon most heavily?

A) Direct marketing
B) Advertising
C) Sale promotion
D) Public relations

Question 43

Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible?

A) Advertising
B) Direct marketing
C) Sales promotion
D) Publicity

Question 44

Company or branded websites that inform or entertain current or potential customers:

A) have taken over from other forms of mass media
B) are falling out of favour as marketers turn to social media vehicles
C) are effective only if they include the ability to make online purchases
D) are a form of "owned media" much like product catalogues

Question 45

Which of the following statements about Internet advertising is NOT true?

A) In order for interactive Internet marketing to be effective, the overall brand message must be changed.
B) The Internet is a medium which generates paid, owned, and earned media.
C) Internet marketing can incorporate many elements of the promotional mix, such as advertising, sales promotion, public relations, and direct marketing.
D) The portability and immediacy of mobile marketing makes this a new forefront for IMC planning.

Question 46

Public relations involves all of the following EXCEPT:

A) financial and personnel involvement in local arts and crafts festival
B) sponsorship of a fun run to benefit breast cancer research
C) product design
D) publicity

Question 47

A review of a movie in Maclean's magazine or on "Canada AM" is an example of:

A) personal selling
B) publicity
C) media-selling
D) promotion

Question 48

is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

A) Public relations
B) Sales promotion
C) Direct mail
D) Personal selling

Question 49

Each of the following statements about earned media is correct EXCEPT:

A) Earned media is a very credible source of influence for current or prospective consumers.
B) Earned media is the result of a brand manager paying an influential blogger to write positively about the brand.
C) Publicity in the form of news articles or editorial opinions constitutes earned media.
D) Conversations among consumers over social media is a form of earned media.

Question 50

Which of the following statements about direct marketing is true?

A) Direct marketing has lost popularity over the past two decades, owing primarily to changing lifestyles and technologies.
B) Direct marketing includes a variety of techniques and activities such as direct mail, telemarketing, and direct response advertising.
C) Direct marketing and direct mail are synonymous.
D) Business-to-business marketers criticize direct marketing as an ineffective way to identify potential sales leads, communicate with customers, and provide them with information about their products or services.

Question 51

is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.

A) Public relations
B) Publicity
C) Corporate affairs
D) Sales promotion

Question 52

is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

A) Direct marketing
B) Sales promotion
C) Public relations
D) Advertising

Question 53

When an organization systematically plans and distributes information in an attempt to control its image, it is engaging in a function known as:

A) image management
B) public relations
C) integrated marketing
D) advertising

Question 54

One of the major tools of direct marketing is advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

A) product benefit
B) third-party
C) business-to-business
D) direct-response

Question 55

Outside firms that specialize in the creation, production, placement of promotional messages, and other support services are:

A) Media buying agencies
B) Media organizations
C) Advertising agencies
D) Advertisers

Question 56

Which of the following statements about direct marketing is true?

A) Direct marketing is seldom, if ever, used by companies that have a sales force.
B) One of the major tools of direct marketing is indirect-response advertising.
C) Direct marketing does not exist beyond direct mail and mail-order catalogues.
D) Direct marketing has not traditionally been considered an element of the promotional mix, since it had distinct objectives, strategies and tactics.

Question 57

This participant in the promotional process has the products to be marketed and assumes major responsibility for developing the marketing program and making final decisions regarding the marketing communication program:

A) Advertiser
B) Media organization
C) Public relations firm
D) Advertising agency

Question 58

allow for the back-and-forth flow of information where users participate in and modify its form and content instantly.

A) Negotiations
B) Sales promotion
C) Interactive media
D) Price flexibility

Question 59

The primary objective of these members of the promotional process is to sell their time or space so companies can effectively reach their target audiences with their messages.

A) Advertising agencies
B) Media organizations
C) Advertisers
D) Interactive agencies

Question 60

When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they will talk about it on air, it is an example of:

A) publicity
B) public relations
C) personal selling
D) trade sales promotion

Question 61

A marketing plan usually includes:

A) sales and market forecasts
B) a media schedule
C) a corporate mission statement
D) a detailed situation analysis

Question 62

An internal situation analysis looks at all of the following EXCEPT:

A) competitive analysis
B) corporate and brand image analyses
C) results of the firm's previous promotional programs
D) promotional objectives

Question 63

Debbie's Donuts wants to prepare a promotion plan for the upcoming fall season. As part of her internal situation analysis, she should review:

A) which competitors are operating in her neighbourhood.
B) her sales and profit objectives.
C) the strength of her brand's image.
D) how often consumers eat donuts each week.

Question 64

An external situation analysis could include all of the following EXCEPT:

A) environmental analysis
B) a competitive analysis
C) consumer behaviour analysis
D) the product's benefits

Question 65

IMC planning can best be described as:

A) placing coupons in each Sunday edition of major newspapers
B) coordinating the activities of people who come in contact with the prospect or consumer
C) measuring the effectiveness of any communication with the target market
D) skillfully coordinating the promotional mix elements to develop an effective communication program

Question 66

The concept of IMC suggests that all elements of the promotional campaign must be carefully linked. Which of the following statements is NOT true in this regard?

A) IMC messaging must be both unified yet differentiated, to deliver a consistent image to various potential targets.
B) There are many potential audience contacts; a focused approach ensures that the message is clear and the brand is represented well.
C) Consumers receive so many promotional exposures that they see everything as advertising.
D) Critics argue that IMC ignores the existence of multiple target audiences.

Question 67

The IMC Planning Model outlines four stages prior to program implementation, in what order?

A) Develop IMC programs; Assess the marketing communications situation; Review the marketing plan; Determine IMC plan objectives.
B) Assess the marketing communications situation; Determine IMC plan objectives; Develop IMC programs; Review the marketing plan.
C) Review the marketing plan; Determine IMC plan objectives; Assess the marketing communications situation; Develop IMC programs.
D) Review the marketing plan; Assess the marketing communications situation; Determine IMC plan objectives; Develop IMC programs.

Question 68

The increased usage of relationship marketing is due to the fact that:

A) it is very costly to maintain customer databases
B) retaining customers is generally more cost effective than acquiring new ones
C) customers have become less demanding
D) customers want products and services that are mass-produced rather than tailored to their specific needs and wants

Question 69

The is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.

A) communications plan
B) situation analysis
C) marketing plan
D) promotional plan

Question 70

The objective behind the McDonald's "Our Food. Your Questions." campaign was:

A) to dispel various "food myths" about the quality of food offered at McDonald's.
B) to enhance the presence of McDonald's in the Canadian foodservice market.
C) to eliminate competition between McDonald's and Tim Hortons in the breakfast arena.
D) to show the effectiveness of social media in dealing with consumer complaints.

Question 71

Individuals and companies that perform specialized functions such as marketing research, video production, package design, and event marketing are known as:

A) Tier-two agencies
B) Support agencies
C) Marketing specialty firms
D) Collateral services

Question 72

In order to identify attractive market segments, Brian's Electronics Sales & Service conducts a consumer analysis which includes a review of all of the following EXCEPT:

A) Factors influencing consumer purchase decisions for electronics products and services.
B) The growth of the electronics industry based on new technologies, particularly mobile.
C) Demographic and psychographic traits of current and high potential customers.
D) Electronics buying and usage patterns of various consumer groups.

Question 73

Many companies are taking a(n) perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner.

A) modern
B) traditional
C) aggressive
D) audience contact

Question 74

The is the framework for developing, implementing, and controlling an organization's integrated marketing communications program and activities.

A) market audit
B) IMC plan
C) situation analysis
D) communications process

Question 75

Marketers first consider in order to determine which IMC tools will be most effective in reaching and influencing consumer behaviour.

A) competitive strategies
B) the target audience
C) their promotional budget
D) the recommendations of their advertising agency

Question 76

A marketing plan usually includes all of the following EXCEPT:

A) criteria and procedures for the hiring of all marketing personnel
B) a program for implementing marketing strategy
C) a detailed situation analysis
D) the establishment of marketing objectives

Question 77

is the process of creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

A) Exchange
B) Marketing planning
C) Integrated marketing communications
D) Relationship marketing

Question 78

In the 1990s, companies saw as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent message about the company and/or its brands.

A) product marketing
B) integrated marketing communications
C) relationship marketing
D) the Internet

Question 79

Which of the following statements referring to the effects of consumer adoption of technology and media on IMC planning is NOT true?

A) Brands use traditional media to direct consumers to their website or social media.
B) TV advertising reaches smaller and more selective audiences.
C) Broadcasters have been slow to offer their TV shows for viewing over the Internet.
D) TV audiences are fragmented, requiring advertisers to place their messages in other media.

Question 80

The first step in the IMC planning process is:

A) a review of the marketing plan
B) budget determination
C) specification of communications objectives
D) the situation analysis