Deck 1: Integrated Marketing Communications

Question 1

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Answer 1

True

Question 2

An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.

Answer 2

True

Question 3

In addition to the traditional elements of advertising, sales promotions, and personal selling-promotions now also includes activities such as database marketing, direct marketing, sponsorship marketing, Internet marketing, guerrilla marketing, and alternative marketing.

Answer 3

True

Question 4

When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place.

Question 5

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Question 6

Traditionally, the marketing mix consisted of advertising, sales promotions, and personal selling.

Question 7

The people who develop advertisements and promotional campaigns are called creatives.

Question 8

The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.

Question 9

A brand manager is the individual who oversees a line of products on behalf of an advertising agency.

Question 10

A force that impacts the field of marketing communication is the emergence of alternative media.

Question 11

Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Question 12

The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.

Question 13

When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model.

Question 14

Retailers often maintain channel power by controlling shelf space and purchase data.

Question 15

Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

Question 16

Communication is defined as transmitting, receiving, and processing information.

Question 17

The process of creating television commercials, print ads, and retail coupons are examples of encoding.

Question 18

Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.

Question 19

The account planner works for the client and provides to the agency an understanding of the customer's viewpoint and is involved in the development of advertising campaigns.

Question 20

Brand managers, creatives, and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment.

Question 21

Trade promotions include contests, incentives, vendor support programs, and other fees and discounts that help the manufacture push the product through the channel.

Question 22

Marketing account executives are facing increasing pressures related to:

A) accountability
B) affordability
C) accessibility
D) applicability

Question 23

In terms of a communications model, the sender is:

A) the company seeking to sell a product
B) a television set
C) the consumer viewing an ad on the Internet
D) a consumer ignoring an ad in a newspaper

Question 24

In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity.

Question 25

Susan researched the Internet for information about the best brands of stereos. She has also visited Best Buy. This is an example of a shift in power to the retailer.

Question 26

Of the following, the individual that works for the company that produces the product is a(n):

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 27

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality.

Question 28

A contact point is any point where consumers interact with a company or acquire information about a company.

Question 29

An account executive's duties include:

A) preparing a database
B) development of an overall strategic communication plan
C) preparing the actual advertisements
D) product development and applications

Question 30

The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.

Question 31

The individuals who develop the actual advertisements for promotional campaigns are called:

A) account executives
B) brand managers
C) creatives
D) receivers

Question 32

Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite.

Question 33

A creative's main responsibility is to:

A) represent the customer's voice with an advertising agency
B) evaluate the marketing plan
C) develop advertisements and campaigns
D) receive marketing messages from various sources

Question 34

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

Question 35

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which increases competitive forces.

Question 36

The individual who is responsible for a specific brand or line of products is the:

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 37

Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a(n):

A) account manager
B) brand manager
C) creative
D) media manager

Question 38

Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.

Question 39

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:

A) marketing myopia
B) standardization
C) adaptation
D) accountability

Question 40

The individual in charge of Tide, Bold, and Cheer laundry detergents at Procter & Gamble would be the:

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 41

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of:

A) feedback disruption
B) noise
C) encoding design
D) a contact point

Question 42

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

A) encoding
B) transmission
C) decoding
D) feedback

Question 43

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are:

A) senders
B) decoders
C) receivers
D) subjects

Question 44

Noise is:

A) anything which carries a message from a sender to a receiver
B) changing a message to match the specific needs of a target audience
C) a verbal or nonverbal cue delivered by the sender
D) anything that distorts or disrupts a message

Question 45

Which is an example of feedback in a marketing channel?

A) new product development
B) a customer complaint
C) a decision to begin international operations
D) removing a product from the market

Question 46

While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of:

A) advertising effectiveness
B) perceptual distortion
C) clutter
D) brand parity

Question 47

When Sean shops for an automobile, which are the senders in the communication process?

A) Honda and Toyota
B) NBC and CSPAN
C) The New York Times and the Chicago Sun Times
D) The Internet and the Web

Question 48

When a message is being heard or seen by a consumer, what is taking place?

A) encoding
B) transmission
C) decoding
D) feedback

Question 49

All of the following are examples of communication noise except:

A) driving while listening to the radio
B) scanning the newspaper for articles to read
C) scrolling past Internet ads without looking at them
D) examining an advertisement in a magazine

Question 50

In the marketing mix, where does integrated marketing communications belong?

A) pricing decisions
B) product design
C) promotion
D) distribution

Question 51

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

A) the marketing plan
B) the marketing mix
C) integrated marketing communications
D) marketing strategy

Question 52

In the communication process, the items that carry the message from the sender to the receiver are:

A) encoding processes
B) decoding processes
C) transmission devices
D) feedback devices

Question 53

Integrated marketing communications affects all of the following except:

A) business-to-business market
B) marketing channel
C) internally directed communications
D) competitors' advertising

Question 54

Julie is explaining an integrated marketing communications program to Michael. In this situation:

A) Julie is a sender and Michael is an encoder
B) Julie is a receiver and Michael is using a transmission device
C) Julie is a sender and Michael is a receiver
D) Julie is a transmission device and Michael is a decoder

Question 55

In terms of communication, encoding is:

A) a sales pitch recited by a salesperson
B) the database manager finding a statistical oddity
C) a chat room on the Internet
D) a purchase decision by a consumer

Question 56

The marketing mix consists of the product, the price, distribution and:

A) emotions
B) promotions
C) delivery systems
D) services

Question 57

The person reading a magazine advertisement plays which role in the communications model?

A) sender
B) decoder
C) receiver
D) object

Question 58

In terms of the communication process, a creative preparing an ad is most likely going to be involved in:

A) encoding
B) transmission
C) decoding
D) noise or clutter

Question 59

A consumer sees a billboard while driving. The billboard is a:

A) creative
B) decoding device
C) transmission device
D) form of feedback

Question 60

The key to using social media successfully is:

A) making it compatible with the off-line marketing program
B) identifying the heavy users of the product
C) finding the right Facebook fans
D) using both Facebook and Twitter in an integrated manner

Question 61

Brand parity is the:

A) perception that there are no real differences between major brands
B) feeling that most advertising is false
C) belief that all advertisers say essentially the same thing
D) idea that brands are distinct and easy to identify

Question 62

Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of:

A) a poor quality IMC program
B) standardization
C) marketing integration
D) brand parity

Question 63

All of the following are trends impacting the use of integrated advertising and marketing communications except:

A) advances in information technology
B) increases in perceptions of brand equity
C) changes in channel power
D) increase in global competition

Question 64

The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of:

A) coordinating communication cross-functionally
B) applying information technology
C) a price and distribution system
D) developing interpersonal communications

Question 65

Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power:

A) from producers to wholesalers
B) away from manufacturers
C) from retailers to wholesalers
D) to consumers

Question 66

Promotions that help the manufacturer push the product through the channel are:

A) consumer promotions
B) rebate programs
C) direct marketing programs
D) trade promotions

Question 67

Current trends affecting marketing communications include the following, except:

A) explosion in the use of alternative media
B) emphasis on pull marketing strategies
C) accountability and measurable outcomes
D) changes in tasks performed by key players

Question 68

The competitive environment is now more:

A) local
B) global
C) concentrated
D) benign

Question 69

The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

A) local community activities
B) governmental purchase
C) consumer buyer behaviors
D) competitive actions

Question 70

Buying online from Amazon.com rather than a record or book store is an example of:

A) a power shift to the consumer
B) a power shift to the producer
C) a decline in the effectiveness of mass media
D) a new form of wholesaling

Question 71

In terms of manufacturers and retailers, to build a strong customer base the best approach is:

A) a partnership between the retailer and manufacturer
B) for the retailer to control the channel power
C) for the manufacturer to control the channel power
D) to allow consumers to have the most control in the channel

Question 72

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

A) alternative communication venues and methods
B) pull marketing strategies
C) integrated marketing communication firms
D) their own marketing departments instead of advertising agencies

Question 73

Alternative interactive marketing techniques are designed to:

A) push products through the marketing channel
B) replace traditional advertising, such as television, radio and magazines
C) bring marketing to the forefront
D) create experiences with a brand and not just simply purchases

Question 74

Traditionally, promotions included the following, except:

A) advertising
B) product design
C) personal selling
D) sales promotions

Question 75

Promotions that are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers are:

A) consumer promotions
B) rebate programs
C) direct marketing programs
D) trade promotions

Question 76

All of the following are trends impacting the use of integrated advertising and marketing communications except:

A) emphasis on customer engagement
B) increases in perception of brand parity
C) increase in channel power by manufacturers
D) increase in micro-marketing

Question 77

The foundation of an IMC program consists of a careful review of the following, except:

A) economic conditions
B) company's image
C) the markets in which buyers are located
D) the buyers to be served

Question 78

In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?

A) Account executives now control the channel of communication with advertising agencies.
B) The role of the account planner has become more important.
C) Advertising agencies have become the leader in developing integrated marketing communications.
D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.

Question 79

Retailers control shelf purchase and have purchasing data, which means they determine:

A) what products and brands are placed on stores shelves
B) what marketing products manufacturers use
C) who has the power in the distribution channel
D) what products manufacturers produce

Question 80

Increased usage of micro-marketing means:

A) an increased emphasis on mass advertising
B) companies focus more dollars with online advertising
C) advertising agencies are used less by companies
D) marketing programs focus more on individuals and micro-segments