Deck 12: Integrated Marketing Communications and Media Choices

Question 1

The only good method to determine the total amount of money to be spent on the communications package is using the advertising budget as a percentage of last year's sales.

Answer 1

False

Question 2

Gross rating points is a simple function of reach and frequency, i.e., GRP = Reach × Frequency.

Answer 2

True

Question 3

There is a negative relationship between good brand outcomes and IMC practices.

Answer 3

False

Question 4

Continuous advertising schedules have a fairly regular ad schedule, but they are not always predictable.

Question 5

Advertising agencies are responsible for message integration across media.

Question 6

Different media can offer information that supplements the product's general positioning.

Question 7

Sid's Surf Shop has an ad out that reached 30% of his target audience.It reached that 30% on two occasions (on average).Sid's gross rating points is 2.3.

Question 8

The most expensive type of advertising media is online (websites).

Question 9

Marketers try to determine ROI or ROMI, which is basically a breakeven for an advertising expenditure.

Question 10

Advertising time costs more during popular TV shows because a larger audience is reached.

Question 11

Overall, there is a fairly constant proportionality between advertising spending and income.

Question 12

Advertising budgets are usually fixed, not variable.

Question 13

John owns a taxi service company.He just got some new taxis with extra benefits like onboard Wi-Fi, and he needs to get the word out.He should calculate his advertising budget based on the method of using his strategic advertising goal and calculating the necessary expenditures to meet that goal.

Question 14

Josh is in charge of media planning for a company that makes Halloween costumes.Seasonal ads would be a good advertising strategy for Josh's company because they are focused on the preterm season for the product.

Question 15

One media question that companies need to answer is: "How much should we spend?"

Question 16

The cost for a simple 30-second television ad is around $50,000.

Question 17

IMC encourages marketers to effect a common strategy by sending the same message across all media.

Question 18

TV ads are vivid and dramatic and should be used for complex products, while print media is informative and should be used for simplistic products.

Question 19

Sean is the VP of Marketing at a large chain of car dealerships.He believes in advertising heavily and investing in promotional spending because there is a strong relationship between these activities and the market value of a firm.Sean's thought process is correct because it has been proven that heavy advertising and promotional spending ensure a company's high market value.

Question 20

If the marketing goal is awareness among a larger segment, the ad would have to be run during a highly viewed TV show.

Question 21

When something "newsworthy" happens, PR people issue news releases, known as press kits, in the form of video clips.

Question 22

The choice between continuous versus occasional advertising is strictly a budget-oriented decision.

Question 23

Online advertising and direct mail are the most customizable.

Question 24

Public relations (PR) is a means of providing information and building brand attributes.

Question 25

Nothing beats a face-to-face conversation to try to figure out what a consumer wants and how a company can deliver.

Question 26

Direct mail is relatively inexpensive to send and highly valued by its target audience.

Question 27

Hammer & Nails Co.is a large chain of home improvement stores on the East Coast.Evidence suggests that its television commercials are less effective in reaching its target audience than in past years.The marketing department believes this is because consumers record shows but skip through commercials.If the marketing executives still believe television advertising could be an effective way to reach their target market, the company should use product placement in television shows that are popular with its target market.

Question 28

During push sales, the brand manager will typically offer members of the channel "trade allowances."

Question 29

If the marketing goal is to enhance awareness, then reach is the more likely media goal and this can be measured by exposure.

Question 30

Researchers found that increasing ad budgets relative to the competition increases sales in general.

Question 31

Products and brands are being integrated into movies, TV shows, and video games.

Question 32

Barbara is the director of public relations for a large, publicly traded manufacturing company.In general, Barbara's primary objective should be to generate goodwill on behalf of the company.

Question 33

The best known form of sales promotion is an online flash sale.

Question 34

Personal selling and a company's sales force are essential communication vehicles for many companies and industries.

Question 35

An IMC schedule varies depending on the time of the year.

Question 36

A computer company uses a humorous TV ad to promote its new computer and an informative direct mail ad to show all the features of its new computer.This is an example of IMC.

Question 37

Instead of simply advertising online or through a catalog, B2B sales need salespeople.

Question 38

Marketers face three primary questions in designing a sales force: How many salespeople do I need? Where do I deploy them? How do I compensate them?

Question 39

Publicity is a communication tool that companies frequently pay for in order to generate attention or interest in the marketplace.

Question 40

The two major questions related to choices among media sources are: (1) What reaches the most people? and (2) What costs the least?

Question 41

Donovan Digital sells sophisticated high-tech products.Donovan Digital can best explain its products in which media?

A) radio
B) magazines
C) TV
D) billboards

Question 42

Propose that you work for Taco Bell and you advertise during The Voice.Its rating is 19.This is equal to 21.3 million TVs.The Voice charges $300,000 for a 30-second ad.If a meal contribution at Taco Bell is $0.20, what percentage of viewers needs to buy a meal to break even on the ad costs?

A) 10%
B) 7%
C) 4%
D) 2%

Question 43

Which medium yields the largest reach numbers?

A) radio
B) billboards
C) the Web
D) TV

Question 44

Which of the following describes the general trend of proportion of ad spending to sales?

A) As ad spending increases, sales increases.
B) As ad spending increases, sales decreases.
C) As ad spending decreases, sales increases.
D) There is no relationship between ad spending and sales.

Question 45

In marketing, GRP is an acronym for

A) gross rational products.
B) gross reach promotions.
C) greater raw prices.
D) gross rating points.

Question 46

Sally is the creative director at a New York-based agency.In thinking about a list of goals for the ads she is responsible for creating, which is likely NOT on her list?

A) entertainment
B) awareness
C) memory
D) persuasion

Question 47

Donna's philosophy as she coordinates her firm's marketing efforts is to keep in mind the company's overarching strategy and to ensure that all marketing activities send a consistent message, beginning with the communications but also including the other marketing mix elements.Based on this information, Donna is most likely a proponent of

A) integrated marketing communications.
B) intended marketing commitments.
C) media reach.
D) media response.

Question 48

What type of ad is also referred to as fighting or pulsing?

A) continuous
B) occasional
C) seasonal
D) annual

Question 49

__________ is the average number of times a target audience saw an ad within some set duration.

A) Reach
B) Frequency
C) GRP
D) Marketing

Question 50

Bill's Surf Shop needs to advertise.Which option provides the largest frequency?

A) TV
B) billboards
C) direct mail
D) the Web

Question 51

Ryan is a marketer for a computer gaming company.He wants to advertise the game's new graphics but doesn't want to pay the high price of showing it off on TV.Which of the following media should he use?

A) radio
B) billboards
C) Internet
D) magazine

Question 52

Ad costs are the highest during which program?

A) Gotham
B) Sunday Night Football
C) Big Bang Theory
D) The Blacklist

Question 53

Sears has an ad for Christmas trees in December.What type of ad is this?

A) continuous
B) occasional
C) seasonal
D) annual

Question 54

Anita is working on determining the amount she should request for next year's advertising budget.She is having difficulty coming up with a reasonable figure.One of Anita's colleagues mentions that advertising budgets are typically determined in one of three ways.Which is NOT one of the three typical methods?

A) The advertising budget is a percentage of last year's sales.
B) The company spends approximately what it believes is parity with competitors.
C) The company spends 10% more on advertising than it did in the previous year.
D) The company can use its strategic advertising goal (e.g., enhance awareness or positive attitudes) and work backward to calculate necessary expenditures.

Question 55

What term describes what marketers look for when evaluating the cost effectiveness of an ad?

A) DRO
B) ROMI
C) DAR
D) ROM

Question 56

Which of the following media options has the most reach?

A) magazines
B) billboards
C) newspapers
D) radio

Question 57

Orange Inc.is a consumer electronics company and is preparing to launch its new portable music device, the uTune.In planning its advertising strategy, the company should keep in mind that the cost to produce a fairly simple 30-second television commercial today is at least

A) $100,000.
B) $250,000.
C) $500,000.
D) $750,000.

Question 58

What kind of media schedule has a fairly regular ad exposure?

A) continuous
B) occasional
C) seasonal
D) annual

Question 59

Which ad would be the least expensive?

A) 30-second TV ad
B) 1 page, 1 day in metropolitan newspaper
C) 1-minute radio ad
D) full page color ad in BusinessWeek

Question 60

Propose that you work for Taco Bell and you advertise during The Voice.Its rating is 19.This is equal to 21.3 million TVs.The Voice charges $700,000 for a 30-second ad.If a meal contribution at Taco Bell is $0.60, how many purchases are required to break even for the ad costs?

A) 1,454,598
B) 700,000
C) 420,000
D) 1,166,667

Question 61

National Electronics makes hearing aids.It created one humorous ad and made another ad that explained how the device will make the user's life better.These two ads are an example of __________ across media and messages.

A) poor design
B) marketing
C) integration
D) synergy

Question 62

Oil Solutions, Inc.is a Texas-based oil company.One of its tanker ships was delivering oil from an off-shore drilling station to a refinery.The ship was in need of repairs and leaked a large quantity of oil into clear, blue ocean waters.The director of public relations for Oil Solutions, Inc.tried to smooth over this embarrassing accident.In this example, PR was used in a

A) proactive mode.
B) recovery mode.
C) spin mode.
D) responsive mode.

Question 63

Which is NOT one of the three questions that should be addressed in designing a sales force?

A) How many salespeople do I need?
B) Where do I deploy them?
C) How do I train them?
D) How do I compensate them?

Question 64

__________ is usually used for sports.It can also sometimes be of other cultural or artistic endeavors.It is an effective medium because it's exciting, and the brands draw from both their positive valence and their high positive energy.

A) Promotion
B) Publicity
C) PR
D) Event sponsorship

Question 65

The __________ process works in selling, just as it does in advertising.

A) sales
B) AIDA
C) prospecting
D) NOIA

Question 66

What is the result if you increase your ad budget relative to the competition?

A) increase in sales
B) doesn't increase sales in general
C) increases awareness
D) increases your market share

Question 67

What is a communication tool that is not paid for by the brand's company, and therefore appears to be objective?

A) product placement
B) PR
C) publicity
D) sponsorship

Question 68

Which of the following is NOT one of the ways that advertising effectiveness can be assessed?

A) recall and recognition
B) attitudes and propensity to purchase
C) price point
D) awareness

Question 69

Company ABC is considering using product placement as a creative means to get in front of consumers.Which of the following is NOT likely to be an alternative for product placement in its overall advertising strategy?

A) movies
B) television shows
C) video games
D) commercials

Question 70

A coupon is an example of

A) sponsorship.
B) sales promotion.
C) product placement.
D) brand advocate.

Question 71

Joe has his own small business.He doesn't have the budget to advertise on huge national sporting events.What is a good alternative place for him to advertise?

A) national newspapers
B) CNN
C) magazines and websites that his target audience visit
D) any local TV station

Question 72

A fairly subtle approach to advertising is

A) product placement.
B) television advertising.
C) radio advertising.
D) integrated marketing communications.

Question 73

When advertising online, what is typically measured to assess the success of the program?

A) website visits
B) online purchases
C) bandwidth usage
D) click-thru rates

Question 74

If the target market is large, the saturation percentage __________ to be profitable.

A) needs to be large
B) must be equal to the market
C) must be as large as possible
D) can be smaller

Question 75

For any ad, what is a question that needs to be answered?

A) Who is the target audience?
B) What is the selling price?
C) What is the product placement?
D) Who is the brand advocate?

Question 76

When choosing media, which of the following questions should be asked?

A) Is this frequency correct for my product?
B) What best fits my target segment?
C) Is my product better than others on the market?
D) Do I prefer a different medium?

Question 77

In a push-based system of distribution, which relies on selling to customers through a sales force and retail partners, managers direct their promotional efforts more towards

A) channel members.
B) final users.
C) promotions.
D) coupons.

Question 78

The goal of IMC is to integrate a brand message across

A) any media.
B) TV.
C) sales.
D) all traditional advertising outlets.

Question 79

The Department of Labor estimates how many jobs are in sales?

A) 2-4 million
B) 6-8 million
C) 14 million
D) 10 million

Question 80

Evan is participating in advertising research for Pepsi.He is asked if he can remember where he saw an ad for Pepsi.He cannot accurately answer where he saw the ad.This is why it's important that

A) Pepsi advertises in multiple media.
B) Pepsi has a simple message.
C) Pepsi increases its awareness.
D) Pepsi has a consistent message.