Deck 17: Integrated Marketing Communications

Question 1

Any form of communication used to inform, persuade, or remind people about an organization's or individual's goods, services, image, ideas, community involvement, or impact on society is

A) promotion.
B) sales promotion.
C) publicity.
D) advertising.

Answer 1

promotion.

Question 2

In word-of-mouth communication,

A) the source is unpaid and credible.
B) nonpersonal media are used.
C) the source works for the sponsor.
D) the message is transmitted in a one-sided manner.

Answer 2

the source is unpaid and credible.

Question 3

A well-coordinated promotion plan that recognizes the respective roles of each element of the basic types of promotion is

A) an advertising campaign.
B) integrated marketing communications.
C) a channel of communication.
D) the message.

Answer 3

integrated marketing communications.

Question 4

Payment for media time or space, a nonpersonal presentation, and the identification of a sponsor are important characteristics of which type of promotion?

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

Question 5

Which type of mass promotion has the greatest degree of sponsor control?

A) Word-of-mouth communication
B) Publicity
C) Advertising
D) Personal selling

Question 6

Oral communication with one or more prospective buyers by paid representatives involves

A) advertising.
B) sales promotion.
C) direct marketing.
D) personal selling.

Question 7

Trade shows, premiums, and demonstrations are examples of

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

Question 8

Which statement about advertising's characteristics is correct?

A) Advertising seeks to appeal to a mass audience with a uniform message.
B) Advertising has the highest message credibility of any of the types of promotion.
C) Advertising has no formal sponsor.
D) Advertising has high flexibility but low control over placement or content.

Question 9

Which statement about publicity's characteristics is NOT correct?

A) Publicity presents a uniform message to an audience.
B) Message credibility in publicity is lower than in advertising.
C) There is no formal sponsor for publicity since the media are not paid.
D) There is no control over media content and placement for publicity.

Question 10

Which promotional type has no formal sponsor?

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

Question 11

The wording and placement are controlled by the media in

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

Question 12

What promotional type has the highest cost per potential customer reached?

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

Question 13

The source of communication can be a(n)

A) spokesperson.
B) celebrity.
C) actor playing a role.
D) all of the above.

Question 14

People who have face-to-face contact with and influence potential consumers are

A) celebrities.
B) opinion leaders.
C) actors playing roles.
D) representative consumers.

Question 15

Which of these is NOT an advantage of the use of opinion leaders as a source in a channel of communication?

A) Opinion leaders are not paid by a sponsor.
B) Opinion leaders are a nonpersonal medium.
C) Opinion leaders have strong persuasive impact.
D) Opinion leaders have high believability.

Question 16

A thought or idea is translated into a message by the source in

A) decoding.
B) encoding.
C) supraliminal advertising.
D) subliminal advertising.

Question 17

Preliminary decisions are made as to message content and the use of symbolism and wording during which stage of the channel of communication?

A) Source
B) Decoding
C) Encoding
D) Promotional budgeting

Question 18

An advertiser must select a message that will be translated exactly as the advertiser intends. This illustrates a major concern during what stage of the channel of communication?

A) Encoding
B) Decoding
C) Message formation
D) Audience identification

Question 19

The combination of words and symbols transmitted to an audience is known as

A) communication.
B) a message.
C) encoding.
D) decoding.

Question 20

Which of these is NOT an example of a symbolic message?

A) Social acceptance
B) Status
C) Functional product features
D) Psychological benefits

Question 21

The product features, prices, and quality of competing brands are contrasted in what form of message?

A) Symbolic
B) Subliminal
C) Comparative
D) Massed promotion

Question 22

Which of the following is an example of an implicit comparative message?

A) "The new Panasonic shaver recharges in 30 minutes. Compare that to your Norelco unit."
B) "Our new model shaver's motor has twice the speed of our previous model."
C) "Our shaver shaves more closely than the leading brand."
D) "Our shaver was judged as best by a leading independent consumer magazine."

Question 23

Both massed and distributed promotion practices are most related to media

A) costs.
B) timing.
C) wearout rates.
D) messages.

Question 24

A tuxedo rental firm concentrates its promotional effort in high school prom, fraternity and sorority formals, and wedding seasons. What form of promotion does the retailer use?

A) Massed
B) Distributed
C) All you can afford
D) Hierarchal

Question 25

With what type of promotion is communication spread relatively evenly throughout the year?

A) Objective and task
B) Hierarchal
C) Distributed
D) Massed

Question 26

The time it takes for a message to lose its effectiveness is its

A) wearout rate.
B) massed promotion rate.
C) promotional lag.
D) distributed promotion rate.

Question 27

Company salespersons, opinion leaders, newspapers, television, and radio advertising are considered a(n)

A) source.
B) medium.
C) message.
D) audience.

Question 28

An important characteristic of nonpersonal (mass) media is

A) the appeal of social acceptance through a product's purchase.
B) the ability to change the message to appeal to each consumer's needs.
C) low per-customer costs.
D) an impartial source.

Question 29

A researcher is concerned that the public will not properly interpret its commercials due to the high level of symbolism. The firm is concerned about which stage in the channel of communication?

A) Source
B) Encoding
C) Promotional budgeting
D) Decoding

Question 30

Difficulties with decoding often increase as the use of ___ increases.

A) comparative messages
B) two-sided messages
C) symbolism
D) factually-based messages

Question 31

A highly controversial form of promotion is

A) massed promotion.
B) subliminal advertising.
C) one-sided messages.
D) two-sided messages.

Question 32

A consumer CANNOT consciously decode

A) symbolic messages.
B) massed promotion.
C) subliminal advertising.
D) comparative messages.

Question 33

Visual and/or verbal messages that consumers do not see or hear, but which are used to induce purchases, are examples of

A) decoded advertising.
B) subliminal advertising.
C) supraliminal advertising.
D) symbolic advertising.

Question 34

In a channel of communication, the audience is generally

A) the source.
B) opinion leaders.
C) the target market.
D) the mass market.

Question 35

Stockholders, independent media, and government officials would be considered as which aspect of the channel of communication?

A) The source
B) The audience
C) The adversary
D) The message

Question 36

Which of these is an example of feedback?

A) A consumer decoding a message as anticipated by the sponsor
B) Noise in the communication process
C) An attitude change from negative to neutral for a brand
D) All of the above

Question 37

Noise is

A) any interference at any stage along a channel of communication.
B) an unanticipated reaction to an advertisement.
C) interference only in the encoding stage of the channel of communication.
D) interference only in the decoding stage of the channel of communication.

Question 38

Intermediate and long-term promotional goals are outlined in

A) the hierarchy-of-effects model.
B) monadic tests of advertising effectiveness.
C) aided recall tests of advertising effectiveness.
D) advertising wearout-rate measures.

Question 39

What type of promotion should be used when a product category is NOT well known?

A) Comparative message
B) Institutional
C) Selective demand
D) Primary demand

Question 40

What type of promotion should be used for a major innovation?

A) Comparative message
B) Institutional
C) Selective demand
D) Primary demand

Question 41

What form of promotion is most common to trade associations?

A) Comparative message
B) Institutional
C) Primary demand
D) Selective demand

Question 42

What type of promotion should be utilized when a firm seeks to generate preference for its brand?

A) Selective demand promotion
B) Primary demand promotion
C) Institutional advertising
D) Massed promotion

Question 43

A firm that wants to use promotion to enhance its image, but NOT to directly sell goods and services, should use ___ advertising.

A) institutional
B) selective demand
C) primary demand
D) comparative

Question 44

What element is common to both public relations and institutional advertising?

A) They both have little control over message content.
B) They both seek to enhance an organization's image.
C) They are both forms of primary demand promotions.
D) They are both forms of selective demand promotions

Question 45

A firm either adds or subtracts funds from this year's budget to determine next year's promotional budget with which technique?

A) Incremental method
B) Objective-and-task method
C) Percentage of sales
D) All-you-can-afford method

Question 46

What is the optimal method of promotional budgeting?

A) Competitive parity
B) Percentage-of-sales
C) Objective-and-task
D) Incremental

Question 47

A firm that properly balances each element of the promotional mix

A) utilizes integrated marketing communications.
B) minimizes promotional expenditures.
C) uses the percentage-of-sales method in promotional budgeting.
D) balances the use of primary demand and selective demand.

Question 48

Which promotional enforcement tool requires that a consumer receive all data necessary to make a safe and informed decision?

A) Corrective advertising
B) Cease-and-desist orders
C) Full disclosure
D) Substantiation

Question 49

Which promotional enforcement tool requires a firm to thoroughly test and provide evidence of a product's performance before making claims?

A) Substantiation
B) Cease-and-desist orders
C) Full disclosure
D) Corrective advertising

Question 50

Which promotional enforcement tool requires a firm to discontinue a promotion practice and then modify its message to correct the previous false impressions?

A) Remediation
B) Cease-and-desist orders
C) Full disclosure
D) Corrective advertising

Question 51

What process is involved when a consumer discusses his or her recent purchase of a new car with a friend?

A) Comparative communication
B) Word-of-mouth communication
C) Single-flow communication
D) The multistep flow of communication

Question 52

Which form of communication is NOT marketer-controlled?

A) Word-of-mouth
B) Store displays
C) Personal selling
D) Advertising

Question 53

Which form of promotion plan utilizes advertising, public relations, personal selling, and sales promotion in a cooperative and synergistic manner?

A) Institutional advertising
B) The channel of communication
C) Promotional mix
D) Integrated marketing communications

Question 54

The major difference between word-of-mouth communication and advertisements featuring representative consumers is that word-of-mouth communication

A) has a lower wearout rate.
B) is not marketer controlled.
C) uses the two-step flow of communication.
D) uses the multistep flow of communication.

Question 55

Which form of promotion is LEAST controllable by marketers?

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

Question 56

The Following Questions are linked to this scenario: As a promotion manager for a manufacturer of industrial products, you are concerned about your choice of promotional type for an advertising campaign featuring the firm's new hand-held computer product.

-Which promotional type would be best used to appeal to a mass audience at a reasonable cost per target consumer, as well as create awareness for the new product?

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

Question 57

The Following Questions are linked to this scenario: As a promotion manager for a manufacturer of industrial products, you are concerned about your choice of promotional type for an advertising campaign featuring the firm's new hand-held computer product.

-Which promotional type would be best used to stimulate short-run sales or increase impulse purchases?

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

Question 58

Which form of promotion has the greatest short-run orientation?

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

Question 59

A dog food manufacturer's distributing coupons that can be redeemed for free samples of dog food is an example of which promotional type?

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

Question 60

Which channel of communication source most closely resembles word-of-mouth communication?

A) A company spokesperson
B) An actor playing a role
C) An opinion leader
D) A salesperson

Question 61

"Our SUV is not only safe on snow, but it also has the highest mileage of any SUV its size." This is an example of a ___ message.

A) subliminal
B) two-sided
C) comparative
D) one-sided

Question 62

An example of the use of symbolism in promoting a new watch is emphasizing the watch's

A) stainless steel body.
B) water-resistant standards.
C) recognition as a status symbol.
D) official certification as a chronometer by the Swiss trade association.

Question 63

Some firms do not like to use ___ messages since they are paying for the name of a competitor to be mentioned in an advertisement.

A) subliminal
B) one-sided
C) two-sided
D) comparative

Question 64

A local stationery store plans its advertising around late August and the beginning of September to coincide with the beginning of the school year. The firm utilizes

A) massed promotion.
B) distributed promotion.
C) primary demand advertising.
D) selective demand advertising.

Question 65

Highly seasonal goods and services generally rely on

A) one-sided messages.
B) comparative messages.
C) massed promotion.
D) distributed promotion.

Question 66

A retailer of a highly seasonal good is seeking to increase sales off-season. The retailer should consider utilizing which strategy?

A) One-sided messages
B) Comparative messages
C) Distributed promotion
D) Massed promotion

Question 67

A market researcher studies aided recall for an advertisement one week, one month, and three months after the ad appears in a magazine. The researcher is determining

A) unaided recall.
B) the wearout rate.
C) a monadic test.
D) a comparison test.

Question 68

In personal selling, the medium is

A) also the source.
B) inflexible.
C) consumer controlled.
D) independent.

Question 69

Which statement concerning subliminal advertising is correct?

A) Consumers skip the decoding stage in a communication channel in subliminal advertising.
B) The clarity of message content influences the extent to which a message is decoded in subliminal advertising.
C) A thought or idea is translated into a message by the source in subliminal advertising.
D) A consumer is able to consciously encode a message in subliminal advertising.

Question 70

What is the most appropriate audience for a nonprofit organization?

A) The general public
B) Clients and donors
C) Government officials
D) Independent media

Question 71

The stages in the hierarchy-of-effects model (such as the development of positive attitudes and feelings) are examples of

A) encoding.
B) decoding.
C) opinion leadership.
D) feedback.

Question 72

An example of noise in personal selling is

A) a client not paying attention to the salesperson's sales presentation.
B) poor timing.
C) a salesperson's calling on the wrong account.
D) a purchasing agent's offering objections which cannot be overcome by the sales representative.

Question 73

The hierarchy-of-effects model is most similar to the

A) adoption process.
B) diffusion process.
C) brand insistence model.
D) low-involvement process.

Question 74

When a firm modifies its promotion mix over the product life cycle, it is using

A) distributed promotion.
B) incremental budgeting.
C) the hierarchy-of-effects model.
D) marginal return analysis.

Question 75

If marketing research shows that a large proportion of the target market has not reached the awareness stage, the company needs to

A) emphasize comparative advertising.
B) generate primary demand.
C) obtain consumer preference.
D) obtain favorable attitudes.

Question 76

Trade associations often sponsor messages intended to generate what type of demand?

A) Primary
B) Institutional
C) Selective
D) Consumer

Question 77

Which demand stimulation method recognizes the concept of derived demand?

A) Selective demand ads
B) Primary demand ads
C) Subliminal ads
D) Institutional ads

Question 78

Which demand stimulation method should be used during the introductory stage of the product life cycle?

A) Selective demand ads
B) Primary demand ads
C) Subliminal ads
D) Institutional ads

Question 79

If the role of primary demand is to increase the overall size of the market, then the role of selective demand is to increase

A) the industry's growth rate.
B) sales for the industry leader.
C) an individual firm's market share.
D) the market share of domestic suppliers.

Question 80

Comparative advertising is an example of ___ promotion.

A) primary demand
B) selective demand
C) distributed
D) symbolic