Deck 14: New Focus on Responsible Communication

Question 1

Which of the following would not be a characteristic of organizations that practice integrated marketing communication?

A) They are customer-centric.
B) They see customers as multi-dimensional.
C) They consider buying media as the primary means of reaching customers.
D) They practice a strategy of "one message-one voice".
E) They consider social media as a possible way of reaching customers.

Answer 1

They consider buying media as the primary means of reaching customers.

Question 2

Making the decision to use advertising on television and the Internet to complement a direct mail programme to promote automobile insurance is an example of which of the following IMC planning steps?

A) identifying customers and potential customers.
B) evaluating effectiveness of media tactics.
C) determining the media usage patterns of potential customers.
D) providing vehicles to document the value of potential customers.
E) developing communication strategies to reach both customers and potential customers.

Answer 2

developing communication strategies to reach both customers and potential customers.

Question 3

According to Kevin Lane Keller, "the choice of communication vehicles often means trade-offs". By this he means

A) market coverage of a medium is not important to its selection.
B) cost factors can be balanced by the complexity of the medium used.
C) promotional tactics are good at introducing a new brand while public relations tactics are helpful in generating quick sales.
D) the choice of the communication vehicle depends on an organization's primary audience and goals.
E) robustness of a medium should never be offset by cost. factors

Answer 3

the choice of the communication vehicle depends on an organization's primary audience and goals.

Question 4

In the issue of branding which statement is true?

A) Organizations must continue to develop new brands in order to compete in the global marketplace.
B) Defunct brands can never be successfully revived.
C) A brand name never survives longer than the product.
D) Being first in a new product category is a disadvantage.
E) The traditional rules of branding apply in the new global marketplace.

Question 5

A wine shop decides to host a tasting event in the store on Wednesday evenings. To publicize this practice, the shop gets permission from the local council to put fliers on automobiles in the shopping centre parking lot and it contacts local gourmet clubs inviting them to a lecture at the wine shop. This campaign illustrates the use of

A) permission marketing.
B) guerilla marketing.
C) word-of-mouth marketing.
D) mass customization.
E) branding.

Question 6

The wine shop hires local television personalities to serve the wine at their Wednesday evening events. This is an example of

A) stealth marketing.
B) viral marketing.
C) permission marketing.
D) product placement.
E) buzz marketing.

Question 7

For effective integrated business communication, all points of contact with stakeholders need to be identified and evaluated. This would include all but one of the following:

A) communication audits.
B) signage.
C) analysis of customer service records.
D) financial audits.
E) media advertising.

Question 8

Customer relationship management uses information and feedback to

A) achieve customer satisfaction and loyalty.
B) enhance promotional programmes.
C) build word-of-mouth networks.
D) facilitate mass customization.
E) promote social responsibility issues.