Deck 14: Communicating Customer Value: Integrated Marketing

Question 1

Which major promotion category makes use of displays,discounts,coupons,and demonstrations?

A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising

Answer 1

sales promotion

Question 2

Advertising,sales promotion,personal selling,public relations,and direct marketing are all ________.

A) communications channels that should be integrated under the concept of integrated marketing communications
B) communications channels focused more on narrowcasting than broadcasting
C) promotional tools used for push strategies but not pull strategies
D) promotional tools used for pull strategies but not push strategies
E) promotional tools adapted for use in mass marketing

Answer 2

communications channels that should be integrated under the concept of integrated marketing communications

Question 3

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) are able to differentiate among messages sources
C) don't care about buzz marketing
D) are not able to block out messages
E) block them all out

Answer 3

don't distinguish between message sources

Question 4

Companies often fail to integrate their various communications 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) they have overemphasized the concept of brand contact

Question 5

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

A) TV ad spending is rising at a slower rate than online ad spending.
B) TV and other mass media no longer capture the lion share of promotional budgets.
C) Many viewers are using video streaming or DVRs.
D) Mass media costs are rising.
E) TV audience size is on the decline.

Question 6

To produce better communications consistency,a unified company image,and greater sales impact,some companies employ a(n)________.

A) advertising agency
B) marketing communications director
C) public relations specialist
D) personal sales force
E) media planner

Question 7

The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company's ________.

A) direct marketing
B) integrated marketing
C) promotion mix
D) competitive marketing
E) target marketing

Question 8

Moving away from ________,marketers have been shifting toward highly focused marketing,spawning a new generation of more specialized and highly targeted communications efforts.

A) mass marketing
B) advertising
C) direct marketing
D) pull strategies
E) push strategies

Question 9

Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor is called ________.

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

Question 10

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

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

Question 11

A company's total marketing communications mix consists of a special 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.This is also called ________.

A) direct marketing
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing

Question 12

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

A) cable television channels
B) e-mail
C) cell phone content
D) network television
E) online social networks

Question 13

More companies are adopting the concept of ________,which carefully integrates 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) integrated personal selling
C) integrated competitive methods
D) nonpersonal communication channels
E) buzz marketing

Question 14

Which of the following is NOT a major category in a company's promotion mix?

A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising

Question 15

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

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

Question 16

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

A) product
B) competitor
C) price
D) place
E) promotion

Question 17

Which major promotion category makes use of catalogs,telephone marketing,kiosks,and the Internet?

A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising

Question 18

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

A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same message, look, and feel

Question 19

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

A) marketing; media
B) media; sales
C) narrowcasting; broadcasting
D) broadcasting; narrowcasting
E) advertising; word-of-mouth

Question 20

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

A) Mass markets have fragmented, and marketers are shifting away from mass marketing.
B) Improvements in communication technologies are changing how companies and customers communicate with each other.
C) Companies routinely invest millions of dollars in the mass media.
D) Mass media no longer capture the majority of promotional budgets.
E) Today's consumers are better informed about products and services.

Question 21

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

A) disencoding
B) feedback
C) acknowledgement
D) decoding
E) response

Question 22

In the model of buyer-readiness stages,the first stage is ________.

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

Question 23

Using integrated marketing communications,the communications process should start with ________.

A) an advertising strategy
B) the competitive-parity method
C) public relations
D) an audit of all potential customer touch points
E) publicity

Question 24

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 25

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 26

To communicate effectively,a marketing communicator must ________ the consumer's field of experience.

A) compete with
B) share
C) understand
D) create
E) reference

Question 27

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

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

Question 28

Marketing communicators must do all of the following EXCEPT ________.

A) identify the target audience
B) deliver products to the customer
C) determine the communication objectives
D) collect feedback
E) choose the media through which to send a message

Question 29

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 30

Today,marketers are moving toward viewing communications as managing the ________ over time.

A) advertising agency
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle

Question 31

The six ________ stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase.

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

Question 32

The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.

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

Question 33

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 34

In the AIDA model,the D stands for ________.

A) demand
B) desire
C) data
D) do-it-yourself
E) decoding

Question 35

All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?

A) offer special promotional prices
B) offer add-on features
C) offer premiums
D) use extensive "teaser" advertising
E) offer rebates

Question 36

Integrated marketing communications produces better communications ________ and greater ________ impact.

A) consistency; sales
B) sales; consistency
C) marketing; competitive
D) variety; production
E) branding; quality

Question 37

A consumer is reading a magazine with an advertisement,but is distracted from reading the advertisement or its key points.This unplanned static or distortion during the communication process is called ________.

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

Question 38

The six buyer-readiness stages include all of the following EXCEPT ________.

A) awareness
B) knowledge
C) conviction
D) liking
E) hesitation

Question 39

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

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

Question 40

Which of the following is NOT one of the four major communication functions?

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

Question 41

A(n)________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

A) two-sided
B) one-sided
C) moral
D) emotional
E) scientific

Question 42

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable

Question 43

In designing the message structure,marketers must decide whether to present the ________ arguments first or last in a message.

A) emotional
B) structural
C) moral
D) strongest
E) scientific

Question 44

Companies use all of the following methods to set their advertising budget EXCEPT the ________.

A) objective-and-task method
B) integrated method
C) competitive-parity method
D) percentage-of-sales method
E) affordable method

Question 45

Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

A) percentage-of-sales
B) affordable
C) competitive-parity
D) objective-and-task
E) exponential smoothing

Question 46

Communication through the mail is categorized as a(n)________ communication channel.

A) non-personal
B) word-of-mouth
C) personal
D) objective
E) ineffective

Question 47

________ from marketing communications may suggest changes in the promotion program or in the product offer itself.

A) Encoding
B) Decoding
C) Feedback
D) Noise
E) Shelter

Question 48

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use non-personal communications through print media and display media.This will include all of the following EXCEPT ________.

A) newspapers
B) magazines
C) Internet word-of-mouth
D) direct mail
E) billboards

Question 49

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

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

Question 50

Moral appeals are directed to the audience's sense of what is "right" and ________.

A) proper
B) affordable
C) traditional
D) positive
E) emotional

Question 51

Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________.

A) sales promotion
B) indirect marketing
C) buzz marketing
D) stealth marketing
E) public relations

Question 52

Which method of setting an advertising budget is based on monitoring competitors' spending?

A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method

Question 53

The communicator must decide how to handle message structure issues.One issue is whether to ________ or not.

A) draw a conclusion
B) make a moral appeal
C) use the pull strategy
D) use the push strategy
E) avoid competitors

Question 54

The two broad types of ________ channels are personal and non-personal.

A) marketing
B) competitive
C) communication
D) buyer
E) seller

Question 55

Though a popular appeal,when used poorly ________ can detract from comprehension,quickly wear out its welcome,overshadow the product,or even irritate consumers.

A) humor
B) non-personal communication
C) direct marketing
D) integrated marketing
E) noise

Question 56

To ________,a marketer can ask target audience members whether they remember the message,how many times they saw it,and what points they remember.

A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal

Question 57

Which of the following represent(s)a two-sided message?

A) Listerine tastes bad twice a day.
B) Heinz Ketchup is slow good.
C) Etonic athletic shoes are built so you can last.
D) A and B
E) none of the above

Question 58

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price,and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

A) percentage-of-sales
B) integrated
C) competitive-parity
D) objective-and-task
E) regression

Question 59

Non-personal communication channels include major media,________,and events.

A) sales calls
B) buzz marketing
C) atmospheres
D) word of mouth
E) email

Question 60

A marketer is making decisions about the headline,copy,illustration,and colors for a print ad.The marketer is making decisions about the ________.

A) message structure
B) message content
C) message medium
D) message channel
E) message format

Question 61

Which promotional mix strategy directs marketing efforts toward market channel members?

A) pull
B) blitz
C) push
D) buzz
E) pulse

Question 62

Sales promotion features a wide assortment of tools.Which of the following is NOT one of these tools?

A) contests
B) premiums
C) catalogs
D) coupons
E) cents-off deals

Question 63

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

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

Question 64

________ is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

A) The competitive-parity method
B) Public relations
C) Personal communication
D) Non-personal communication
E) Personal selling

Question 65

________ is the company's most expensive promotion tool.

A) Advertising
B) Personal selling
C) Mass media
D) Public relations
E) Publicity

Question 66

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

A) mass-market advertising
B) personal selling
C) segmented advertising
D) sales promotion
E) public relations

Question 67

In selling to businesses,salespeople may not offer bribes to __________ or to others who can influence a sale.

A) customers
B) human resource managers
C) purchasing agents
D) resellers
E) brokers

Question 68

Which promotional mix strategy directs marketing efforts toward final consumers?

A) pull
B) blitz
C) push
D) buzz
E) pulse

Question 69

A.Y.Mustafa,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

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

Question 70

Which promotional tool is described as non-public,immediate,customized,and interactive?

A) segmented advertising
B) sales promotion
C) direct marketing
D) brand contacts
E) public relations

Question 71

In the introduction stage of the product life cycle,a combination of ________ is best for producing high awareness.

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

Question 72

Harpo Enterprises maintains the Oprah Winfrey show,a Web site,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

A) variety
B) feedback
C) consistency
D) creativity
E) convenience

Question 73

"Buy it now" is the message of ________.

A) personal selling
B) advertising
C) a non-personal communication channel
D) sales promotion
E) publicity

Question 74

________ consists of strong incentives that invite and reward quick responses from customers.

A) A patronage reward
B) A segmented promotion
C) Advertising
D) Sales promotion
E) Publicity

Question 75

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy,while business-to-business companies are more likely to emphasize a ________ promotion strategy.

A) pull; push
B) push; pull
C) pulse; pull
D) continuity; pulse
E) pulse; continuity

Question 76

Which of the following would be classified as bait-and-switch advertising?

A) advertising a cheaper brand but only making a more expensive one available to customers
B) raising a product's prices
C) attempting to charge less for a brand than for manufacturers' brands
D) advertising service packages that cannot actually be provided
E) favoring certain customers over others through trade promotions

Question 77

Advertising has some shortcomings.What is NOT one of them?

A) It is impersonal.
B) It can be very costly.
C) It slowly reaches many people.
D) It carries on one-way communication with the audience.
E) It does not make audience members feel the need to respond.

Question 78

A company's salespeople should always follow the rules of ________.

A) high-pressure selling
B) societal marketing
C) competition
D) fair competition
E) cooling-down

Question 79

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,Web site,and retail outlets.It uses the same models in its catalog and in its print ads as well as on its Web site.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you 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 80

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

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