Deck 17: Integrated Marketing Communications

Question 1

In terms of economic theory, the role of promotion is to:

A) force customers to buy the product.
B) persuade customers they need the product.
C) remind customers of the product's existence.
D) inform customers about the product's features, advantages, and benefits.
E) change the location and shape of the demand curve for a product.

Answer 1

change the location and shape of the demand curve for a product.

Question 2

In terms of economic theory, the basic purpose of promotion is to:

A) make demand for a specific product more elastic.
B) change the shape and location of the demand curve for a company's product.
C) stimulate perfect competition.
D) establish a price at the point where marginal revenue equals marginal cost.
E) make demand elastic when price increases.

Answer 2

change the shape and location of the demand curve for a company's product.

Question 3

From a marketer's perspective, the primary roles of promotion is to:

A) change the location and shape of the demand curve for a product.
B) affect the demand elasticity for a product.
C) inform, persuade, and remind prospective and current customers about a product.
D) increase a product's sales volume at any given price.
E) increase the attractiveness of a product so that quantity demanded will decline very little if price goes up.

Answer 3

inform, persuade, and remind prospective and current customers about a product.

Question 4

In a trade journal aimed at supermarket managers, bottled Dannon natural spring water announced that it was the 2 brand in the nation and that it had a great new bottle design that was attracting a lot of consumer attention. The primary purpose of this ad was to:

A) increase the number of consumers who were brand loyal to Dannon.
B) inform middlemen about Dannon bottled water.
C) encourage consumer adoption of Dannon bottled water.
D) create consumer interest in Dannon bottled water.
E) persuade consumers to buy Dannon bottled water.

Question 5

To introduce Mazola No Stick corn oil cooking spray, Best Foods, its manufacturer ran ads that contained recipes using the new product. Best Foods used promotion to:

A) inform customers about the Mazola product line.
B) persuade customers to try its new cooking spray.
C) cue consumer perceptions.
D) stimulate primary demand.
E) remind customers of the cooking spray's existence.

Question 6

The Florida Department of Citrus ran ads that urged cooks to replace oils and refined sugars with healthy citrus concentrates and juices. According to the ads, this was a way "to add nutrients to any dish without sacrificing flavor." The Department of Citrus used promotion to _____ or to convince consumers to use more citrus concentrates and juices.

A) inform
B) persuade
C) cue consumer perceptions
D) stimulate secondary demand
E) remind

Question 7

An ad for Michelob beer in Tennis magazine reads, "Love. We understand this term ALSO applied to tennis," and shows a man's hand holding a glass of cold bottle of Michelob. This ad like similar promotions was designed to _____ consumers to drink Michelob. The ad promoted the product's availability and showed how satisfying Michelob beer is.

A) inform
B) persuade
C) cue
D) synergistically stimulate
E) remind

Question 8

According to the text, the four forms of promotion are:

A) advertising, personal selling, public relations, and publicity.
B) publicity and public relations, personal selling, advertising, and sales promotion,.
C) promotional planning, promotional budgeting, promotional implementation, and promotional control.
D) personal selling, advertising, publicity, public relations, and price discounts.
E) advertising, personal selling, public relations, and packaging.

Question 9

Looking at all businesses combined, more money is spent on _____ than on any other form of promotion.

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

Question 10

Personal selling:

A) can take place over the telephone.
B) can be directed to a purchasing agent.
C) is often directed to a final consumer.
D) is the direct promotion of a product.
E) is accurately described by all of the above.

Question 11

_____ is a paid-for type of impersonal mass communication in which the sponsor is clearly identified.

A) Publicity
B) Personal selling
C) Sales promotion
D) Public relations
E) Advertising

Question 12

A picture of an 18-wheel truck with slogans, headlines, and copy in Traffic World for The Yellow Line freight company is an example of the which form of promotion?

A) advertising
B) sales promotion
C) publicity
D) mass communication
E) public relations

Question 13

Sales promotion:

A) is a demand-stimulating activity.
B) supplements advertising.
C) is typically a temporary incentive.
D) facilitates personal selling.
E) is accurately described by all of the above.

Question 14

A $1-off coupon for Degree anti-perspirant is an example of the _____ element of the promotional mix.

A) advertising
B) sales promotion
C) publicity
D) mass communication
E) public relations

Question 15

A 35-cents-off coupon for sugar-free Nestlés Signatures Turtles chocolate candy:

A) is an example of reminder advertising.
B) is designed to stimulate long-term demand.
C) supplements an advertising campaign for the candy.
D) should be perceived as a long-term incentive.
E) is accurately described by all of the above.

Question 16

At the One-Shot Camera Store, Sunill saw a display of Kodak pictures highlighting the most unforgettable moments of the Olympic games. Sunill can own a poster copy of the display if he purchases Kodak film and mails the proof of purchase plus $3.95 to Kodak. The poster is an example of which form of promotion?

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

Question 17

U.S. Tobacco Company, the producers of Copenhagen & Skoal smokeless tobacco, publishes Heartland USA six times a year. Recent issues had articles on the Lynyrd Skynyrd band, the Texas Water Safari (the toughest canoe race in the world), an annual motorcycle pilgrimage to the Vietnam Memorial, and other articles that appeal to users of smokeless tobacco. For U.S. Tobacco, the magazine serves as a promotional tool for:

A) creating secondary consumer demand.
B) personal selling.
C) sales promotion.
D) public relations.
E) advertising.

Question 18

Which form of promotion is being used when Debra Shanks goes on a local noontime television show to discuss how 12 acres of currant bushes led her and her husband to start a business that now produces more than 100,000 pounds of jams annually?

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

Question 19

_____ is promotion that is not paid for and has the credibility of editorial material.

A) Publicity
B) Personal selling
C) Non-budgeted advertising
D) Sales promotion
E) Advertising

Question 20

After being treated badly by a catalog retailer, a disgruntled direct mail customer wrote DM News, one of the industry's leading publications, a letter describing her experiences. The editor of the publication published the letter. Her letter was an example of _____ for the catalog retailer that provided poor customer service.

A) publicity
B) personal selling
C) sales promotion
D) an infomercial
E) advertising

Question 21

A news article in a financial newspaper about how ArvinMeritor, a supplier of component parts for many different types of vehicles, was planning on cutting its number of suppliers from 13,000 to the 1,000 most efficient suppliers would have been an example of:

A) publicity.
B) personal selling.
C) sales promotion.
D) an infomercial.
E) advertising.

Question 22

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. The newspaper, magazine, and Web articles about Pennington's problems with ADHD and his gratitude to the makers of this medicine are examples of:

A) publicity.
B) personal selling.
C) sales promotion.
D) an infomercial.
E) advertising.

Question 23

When the promotional strategy is composed of all the elements of a company's promotional mix coordinated into a series of related and well-timed communications with the target market, it can be said the company is using:

A) integrated marketing communications.
B) mixed media strategy.
C) campaign integration.
D) team selling.
E) systems communication.

Question 24

A(n) _____ is a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's publics.

A) strategic communication system
B) integrated marketing communication (IMC) effort
C) sales promotion plan
D) communication hierarchy
E) advertising plan

Question 25

PacSun developed a retail plan to appeal to a teen market looking for fashionable casual wear. It uses a variety of coordinated promotional methods including contests, web sites with teen-oriented news, a gift registry, and interviews with surfing celebrities to reach its target market. As a result, its strategic growth plan is supported by a promotional mix that can be described as a(n):

A) strategic communication system.
B) integrated marketing communication (IMC) effort.
C) sales promotion plan.
D) communication hierarchy.
E) advertising plan.

Question 26

Campbell's Chunky soup is the Official Soup of the NFL. Its print and broadcast ads featuring NFL football players invite customers to buy Chunky soup and "Help Tackle Hunger." If a customer redeems a Campbell's Chunky soup coupon found in its print ads, Campbell's will donate $.05 to America's Second Harvest food banks and food-rescue organizations across America up to a total donation of $100,000. For more information on either the NFL or Second Harvest, consumers are invited to visit the Campbell's Web site. Store displays of life-sized NFL players were also created. Campbell has designed a(n) _____ to promote Chunky soup.

A) strategic communication system
B) integrated marketing communication (IMC) effort
C) sales promotion plan
D) communication hierarchy
E) advertising plan

Question 27

When Lansing Gardening Supplies opened its retail store, it spent a total of $18,000 on promotional flyers, four-color direct mail postcards, an on-screen ad at a local movie theater, wooden nickels offering a 10 percent discount, and ads in local newspaper. This information suggests Lansing is attempting to use a(n):

A) total marketing plan.
B) IMC approach to promotion.
C) feedback-intensive plan.
D) stimulus/response selling.
E) two-way communication program.

Question 28

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

A) have an awareness of the target's audience's information sources.
B) have an understanding of what the audience knows and believes.
C) use a promotional effort in which personal selling, advertising, sales promotion, and public relations are coordinated.
D) have a common communication goal that extends to all the various promotional tools used.
E) have all the above characteristics.

Question 29

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

A) have increased market share as a primary organizational goal.
B) use undifferentiated market strategy.
C) treat the various forms of promotion as disconnected segments competing for target markets.
D) have a common communication goal that extends to all the various promotional tools used.
E) have all the above characteristics.

Question 30

Invacare Corp. makes high-tech wheelchairs, hand-cycles, crutches, home-care beds, and other home-medical equipment. Its goal is to use an IMC approach to become the Nike of its industry. Its _____ of its IMC effort included the sponsorship of 80 disabled athletes including the 2002 winner of Australia's female athlete of the year.

A) implementation
B) evaluation
C) management
D) directing
E) controlling

Question 31

Invacare Corp. makes high-tech wheelchairs, hand-cycles, crutches, home-care beds, and other home-medical equipment. Its goal is to use an IMC approach to become the Nike of its industry. One of its IMC objectives is to create brand awareness among baby boomers who will soon be responsible for caring for their parents. To determine if this goal was reached, Invacare did a company positioning study, a focus group with distributors, and looked at Web site hits. Invacare was involved in the _____ stage of the IMC effort.

A) implementation
B) evaluation
C) management
D) directing
E) comprehension

Question 32

The promotion objective of the manufacturer of Corner Bay Smoked Salmon dip is to create awareness of the brand. To evaluate the effectiveness of the company's promotional campaign, it could use:

A) focus groups with supermarket managers.
B) orders from its direct-mail campaign.
C) customer inquiries on where the dip can be purchased.
D) sales volume.
E) how well its retailers use its support tools.

Question 33

Which of the following would be an example of a typical promotion objective?

A) to match competitors' prices
B) to introduce a new product every 18 months
C) to modify the intensity of distribution
D) to create interest in a product or brand
E) to increase profits

Question 34

Which of the following is NOT a common barrier to the acceptance and implementation of an integrated marketing communication (IMC) approach to promotion?

A) In some organizations, promotional functions are carried out in different departments.
B) Some organizations still adhere to the believe that promotion is an imprecise activity and that any effort . to control and coordinate promotion would be unproductive.
C) In some organizations, there is simply a strong resistance to any kind of change in the promotion used.
D) The cost of implementing an IMC program is viewed as a greater expense than any expected profits.
E) Within some organizations, there is a lack of internal communication and coordination.

Question 35

The most important factor contributing to the success of an integrated marketing communication (IMC) approach to promotion is the:

A) creation of a marcom manager.
B) support of top management.
C) creation of a customer database.
D) creation of multitasking teams.
E) restructuring of the organizational hierarchy.

Question 36

Which of the following statements about the basic communication process is True?

A) Messages are always encoded and decoded using the same frame of reference.
B) Messages are more likely to be understood if feedback is avoided.
C) Printed message channels are unaffected by noise.
D) Fundamentally, the communication process requires only four elements.
E) Noise cannot be reduced in the message channel.

Question 37

Which of the following statements about the basic communication process is True?

A) The message transmission occurs when an ad is created.
B) Noise does not influence nonverbal communication.
C) When the message symbols are decoded, they are given meaning.
D) Only the transmission stage can be affected by noise.
E) Channeling is part of the communications process.

Question 38

Which part of the communication process was used by the individual who wrote the copy for a Reach toothbrush advertisement?

A) feedback
B) responding
C) noise creation
D) decoding
E) encoding

Question 39

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. In terms of the communication process, when Ty recommends this product, who is the message source?

A) Ty Pennington
B) the pharmacy company that produces the ADHD drug
C) the pharmacy industry
D) the newspapers that run the ad for the drug
E) the advertising agency that created the ad campaign

Question 40

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. In terms of the communication process, when Ty recommends this product, who encodes the message?

A) Ty Pennington
B) the pharmacy company that produces the ADHD drug
C) the pharmacy industry
D) the newspapers that run the ad for the drug
E) the advertising agency that created the ad campaign

Question 41

Invacare Corp. makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. In terms of the communication process, the artist who designed the new logo was engaged in:

A) feedback.
B) responding.
C) noise creation.
D) decoding.
E) encoding.

Question 42

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. In terms of the communication process, the people who go to their doctor's office and ask for information on this new drug are providing?

A) encoding information
B) decoding push
C) feedback
D) promotion push
E) noise

Question 43

Invacare Corp makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. When Zach saw the logo, he thought of a rainbow and thought the company might be trying to express the idea of calm after the storm. In terms of the communication process, Zach was engaged in:

A) negative feedback.
B) encryption.
C) noise creation.
D) decoding.
E) encoding.

Question 44

In terms of the communications process, Tyler's redemption of the Baskin-Robbins $1.99-off-coupon for a double cone would be an example of:

A) mass communications.
B) feedback.
C) noise.
D) nonpersonal selling.
E) a decoding device.

Question 45

Doug is looking for a new family car. Just as he started to watch a commercial for the new Ford Explorer, the phone rang. It was his former college roommate Pavel, Doug turned off the television, and enjoyed a nice long phone visit. From the perspective of the Ford Motor Company, the phone call was an example of which part of the communication process?

A) an action
B) a response
C) noise
D) decoding
E) encoding

Question 46

Stacey did not see the ad for Lipton Natural Brew iced tea mixes in Better Homes & Gardens because an article on growing peonies on the page opposite the Lipton ad attracted her attention. In terms of the communication process, the article on peonies was _____ for the Lipton message.

A) an action
B) a response
C) noise
D) a decoding device
E) an encoding device

Question 47

The Internet, the Goodyear blimp, a poster in a bus station, and a direct-mail envelope are all examples of:

A) channels.
B) source definers.
C) promotion cues.
D) feedback.
E) sales promotions.

Question 48

Why is it important that we understand the communication process before we engage in promotional activities?

A) The act of encoding reminds us that messages must be in a physical format.
B) How the message is decoded depends completely upon how the message was encoded.
C) Every promotion should have a measurable objective that can be determined from feedback and response.
D) There is a limited number of channels for transmitting messages.
E) None of the above statements about the relationship between the communication process and promotion is True.

Question 49

What is the relationship between promotion and strategic marketing planning?

A) All members at each level of the distribution channel should coordinate their promotional efforts.
B) Separate personal selling and advertising departments produce a healthy, competitive spirit.
C) Promotion should strongly reflect a firm's strategic marketing plan.
D) Promotional activities are the same for companies with substitute products, such as typewriter . companies and computer manufacturers.
E) A company should treat all of its promotional efforts as a complete subsystem independent of other marketing mix elements.

Question 50

Which of the following is LEAST likely to be a consideration when determining the appropriate promotional mix for a paper manufacturer?

A) the nature of the product
B) the amount of money available for promotion
C) the availability of human resources
D) the nature of the market
E) the stage of the product's life cycle

Question 51

Which of the following is most likely to be a consideration when determining the appropriate promotional mix for a paper manufacturer?

A) the length of time required for marketing research
B) the target audience
C) the availability of human resources
D) how quickly a new paper product can be developed
E) the manufacturer's market share

Question 52

Designing an effective promotional mix involves making a number of strategic decisions about:

A) stage in the product's life cycle.
B) amount of money available for promotion.
C) objective of the promotion effort.
D) target audience.
E) all of the above.

Question 53

Aiming promotion at middlemen is called a:

A) push strategy.
B) intermediary strategy.
C) channel strategy.
D) pull strategy.
E) gravitational strategy.

Question 54

A manufacturer's push strategy is:

A) often used to promote convenience goods.
B) a promotional strategy that is limited to aggregated markets.
C) aimed at retailers and/or wholesalers.
D) used to shorten the channel of distribution.
E) aimed at end users.

Question 55

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. The Web site where you can go to learn more about how the medication has helped Ty and can help you is an example of a _____ strategy for the drug's manufacturer.

A) push
B) terminal
C) direct
D) pull
E) gravitational

Question 56

SunGro Horticulture produces potting soils and fertilizers that are sold in the consumer market. Its advertising in a magazine targeted to companies that sell bedding plants and other gardening supplies to consumers is more than likely an example of a _____ strategy.

A) push
B) terminal
C) direct
D) pull
E) gravitational

Question 57

Promotion aimed at end users is called a _____ strategy.

A) push
B) terminal
C) direct
D) pull
E) gravitational

Question 58

DeBeers diamonds controls over 80 percent of the world's diamond markets. When it runs ads in magazines and on television telling people to buy diamonds, the ads exemplify a _____ strategy.

A) push
B) terminal
C) direct
D) pull
E) gravitational

Question 59

A pull strategy is:

A) a promotional strategy that is limited to aggregated markets.
B) aimed at end users.
C) aimed at retailers and wholesalers.
D) often used by agent middlemen.
E) used to shorten the channel of distribution.

Question 60

An ad on the back cover of a trade journal for Aqufoam water-soluble flower bricks encourages florist to use this brand of bricks for arranging flowers instead of Oasis when making floral arrangements for customers. The ad is directly aimed at retail florists. This ad is an example of a _____ strategy.

A) push
B) terminal
C) direct
D) pull
E) gravitational

Question 61

Which of the following statements about push strategies is True?

A) A manufacturer who uses a push strategy would direct promotional efforts toward middlemen.
B) A small manufacturer who could not afford to advertise extensively should avoid a push strategy.
C) Producers' push strategies are aimed at end users.
D) Consumer-products firms avoid push strategies.
E) Push strategies are primarily used by national manufacturers of consumer convenience goods.

Question 62

For which of the following products would a large manufacturer most likely concentrate on a pull strategy?

A) patient monitoring devices
B) power tools for amateur wood workers
C) replicas of Louis XVI furniture
D) packages of a new raspberry-flavored granola bar
E) x-ray machines

Question 63

Which of the following statements about pull strategies is True?

A) A pull strategy usually includes a lot of personal selling.
B) Pull strategies are frequently used by manufacturers of consumer convenience goods.
C) Pull strategies are aimed at retailers and wholesalers.
D) Pull strategies should not be used in conjunction with push strategies.
E) A pull strategy usually emphasizes sales contests and trade shows.

Question 64

_____ represents stages a buyer goes though in moving toward a purchase, with each stage describing a possible goal or effect of promotion.

A) The hierarchy of effects
B) Maslow's hierarchy
C) The buyers' continuum
D) A buying matrix
E) A perceptual map

Question 65

The hierarchy of effects:

A) specifies the effect different levels of brand loyalty can have on the purchase process.
B) is the term used to describe the various needs that motivate consumers.
C) describes how a product's movement through its product life cycle affects consumers.
D) is the six stages a buyer goes through in moving toward a purchase.
E) describes how consumers perceive promotions of products as they move through their product life cycles.

Question 66

The first stage in the hierarchy of effects is:

A) word-of-mouth communication.
B) awareness.
C) message reception.
D) decoding.
E) message creation.

Question 67

When introducing Yoo-Hoo candy bars, the manufacturer of Yoo-Hoo chocolate drink ran ads claiming "If you liked the drink, you'd love the bar." In terms of the hierarchy of effects, Yoo-Hoo was trying to move consumers to the _____ stage for the new product.

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

Question 68

Suppose you are in the market for a new tractor, and you are a NASCAR racing fan. There are several different brands on the market, but you notice only John Deere sponsors a racing team that participates on the NASCAR circuit. Because you are a fan of NASCAR, the sponsorship of a racing team is a promotion that will probably move you to which stage of the hierarchy of effects?

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

Question 69

In terms of the hierarchy of effects, ads that favorably compare the sponsor's product to the competition's products will produce what effect?

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

Question 70

In terms of the hierarchy of effects, the objective of an ad for Beechnut baby food in which Beechnut compared its nutritional value to Gerber baby food was to create consumer:

A) preference.
B) knowledge.
C) awareness.
D) liking.
E) conviction.

Question 71

Many people are hesitant about buying electronic equipment because it seems prices are decreasing weekly. No one wants to buy a computer today and found out next week that he or she could have purchased the exact same computer for $200 less. According to Circuit City ads, if one of its customers finds the item he or she purchased at a lower price within 30 days of the purchase, Circuit City will refund the difference. In terms of the hierarchy of effects, this action by Circuit City is intended to create:

A) preference.
B) knowledge.
C) awareness.
D) liking.
E) conviction.

Question 72

Once a consumer enters the conviction stage of the hierarchy of effects,:

A) the purchase stage immediately follows.
B) the consumer tries to reduce cognitive dissonance.
C) the actual purchase may be postponed indefinitely.
D) situational factors will not hinder the immediate purchase.
E) the consumer will make a repeat purchase of the product.

Question 73

Because of the type of customer as well as the geographic scope of the market, a manufacturer of slate mining equipment will most likely rely on _____ as the primary ingredient in its promotional mix.

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

Question 74

Because of the type of customer, a producer of _____ will most likely use personal selling as the main ingredient in its promotional mix.

A) coal barges
B) cowboy hats
C) bridles and saddles
D) book shelves
E) flea collars

Question 75

Because of the type of customer and unit value of the product, advertising would be the best promotional tool to use when marketing:

A) supercomputers.
B) newspaper printing presses.
C) riding lawn mowers.
D) refrigerated tank cars.
E) automatic pinspotters for bowling alleys.

Question 76

For which of the following products would advertising be the most appropriate primary promotional tool?

A) dentists' chairs
B) prepackaged cakes and pies
C) freezer display units for supermarkets
D) CD-ROM that contains information on all cases pertaining to sports law between the years 1900 and 2000
E) a Ferris wheel

Question 77

Products that are promoted best through personal selling:

A) appeal to a mass market.
B) require little, if any, servicing.
C) involve little risk for the buyer.
D) are high value items that are typically customized to fit the needs of the buyer.
E) are standardized products.

Question 78

Products that are promoted best through advertising:

A) require customization.
B) appeal to a mass market.
C) are typically expensive.
D) must be demonstrated.
E) require frequent servicing.

Question 79

For which of the following products would personal selling be the primary promotional tool?

A) supercomputers
B) gas grills
C) movie theater tickets
D) portable televisions
E) bottled water

Question 80

According to the text, what is the ultimate determinant of the promotional mix?

A) the size of the marketing department
B) the funds available for promotion
C) the nature of the product to be promoted
D) the length of the distribution channel
E) the type of packaging