Deck 14: Integrated Marketing Communications

Question 1

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

A)weblog.
B)cause-related marketing.
C)advertising.
D)event sponsorship.
E)personal selling.

Answer 1

C

Question 2

The firm from which an integrated marketing communications (IMC)message originates is called a:

A)receiver.
B)decoder.
C)transmitter.
D)creator.
E)sender.

Answer 2

E

Question 3

The process by which the receiver interprets the sender's message is called:

A)noise.
B)frequency.
C)decoding.
D)a communication channel.
E)a feedback loop.

Answer 3

C

Question 4

A company manufactures and sells high-end furniture.It compiles a list of all the products it offers and then mails the list to all its customers.Customers can select what they want and then order the product.This is an example of:

A)a catalogue.
B)media buy.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 5

Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox?

A)Cause-related marketing
B)Direct mail
C)DRTV
D)Kiosks
E)Personal selling

Question 6

A company selling beauty products does not sell its goods in any retail outlets.Instead it relies on salespeople to sell door to door.Salespeople simplify the buying process by providing information and services that save customers' time and effort.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 7

Which of the following is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future?

A)Tracking
B)Pretesting
C)Advertising
D)Decoding
E)Feedback loop

Question 8

Which of the following refers to an agent or intermediary with which the sender works to develop the marketing communication?

A)Receiver
B)Decoder
C)Transmitter
D)Creator
E)Sender

Question 9

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 10

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

A)a weblog.
B)direct mail.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 11

The person who reads, hears, or sees and processes the information contained in the IMC message or advertisement is referred to as the:

A)receiver.
B)decoder.
C)transmitter.
D)creator.
E)sender.

Question 12

Which of the following is true about communication with customers?

A)All receivers decode message the same
B)There is no need for selecting the target market.The message should be clear and consistent for every single customer in the market
C)Customers' knowledge and attitudes toward the brand will impact their message decoding.
D)Companies should send the exact same message through different medium and to different customer groups
E)Billboard advertising is not efficient as people tend to misinterpret the message.

Question 13

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:

A)frequency.
B)media buy.
C)impression.
D)public relations.
E)personal selling.

Question 14

Which of the following is NOT true about integrated marketing communications (IMC)?

A)The goal is to make sure all advertising campaigns send the same message
B)Enhances the value story by offering a clear and consistent message
C)It has three components: the consumer, the channels, and the evaluation of the results
D)Unifying the company messages is in heart of IMC
E)Represents the promotion dimension of marketing mix

Question 15

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium is called:

A)noise.
B)frequency.
C)decoding.
D)a communication channel.
E)a feedback loop.

Question 16

Jeff started a pet care centre.First, he compiled a list of people in his neighbourhood who had pets, and then he used the Internet to send messages to all these people to let them know of the services he was offering.This is an example of:

A)cause-related marketing.
B)direct mail.
C)DRTV.
D)a kiosk.
E)media buy.

Question 17

The process of converting a sender's ideas into a message, which could be verbal, visual, or both is called:

A)noise.
B)encoding.
C)decoding.
D)a communication channel.
E)a feedback loop.

Question 18

Which of the following allows a receiver to communicate with the sender and thereby informs the sender whether the message was received and interpreted properly?

A)Noise
B)Encoding
C)Decoding
D)The communication channel
E)The feedback loop

Question 19

A company that manufactures computers wants to project its products' advantages.It uses broadcasting media to reach customers.It pays a fee to a broadcasting channel to feature its product.The aim of the company is to persuade customers to buy its computers.Which of the following is being exemplified in this scenario?

A)Event sponsorship
B)Weblog
C)Advertising
D)Cause-related marketing
E)Personal selling

Question 20

A medium-print, broadcast, the Internet-that carries messages is called:

A)noise.
B)frequency.
C)an impression.
D)a communication channel.
E)a feedback loop.

Question 21

A company that manufactures office stationery launches a campaign to fund the education of needy children.A small percentage of customer billing is used to contribute to this fund.This is an example of:

A)cause-related marketing.
B)DRTV.
C)feedback loop.
D)weblog.
E)deceptive advertising.

Question 22

A company that prints and sells guides to historical monuments has launched a campaign to preserve local and national monuments from desecration and neglect.This is an example of:

A)cause-related marketing.
B)feedback loop.
C)weblog.
D)event sponsorship.
E)deceptive advertising.

Question 23

Which of the following refers to TV commercials or infomercials with a strong call to action?

A)Catalogues
B)Direct mail
C)DRTV
D)Kiosks
E)Personal selling

Question 24

A company manufacturing beauty products, in order to advertise itself better, sponsors an event called the Genie Awards, which is organized by the Academy of Canadian Cinema and Television.This is an example of:

A)cause-related marketing.
B)deceptive advertising.
C)feedback loop.
D)event sponsorship.
E)weblog.

Question 25

Kell International manufactures air conditioners.It offers subsidies on the air conditioners to encourage retailers to sell higher volumes.Which of the following strategies best describes Kell's distribution channel strategy?

A)Impressions
B)Push
C)Reach
D)Media buy
E)Frequency

Question 26

When corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors, it is called:

A)cause-related marketing.
B)online marketing.
C)feedback loop.
D)event sponsorship.
E)deceptive advertising.

Question 27

Which of the following is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives?

A)Percentage-of-sales method
B)Objective-and-task method
C)Competitive parity method
D)Brand equity method
E)Affordable budgeting method

Question 28

Mandy sets up a restaurant that serves homemade delicacies.She uses the local TV network to heavily advertise and promote her restaurant.Which of the following strategies best describes Mandy's distribution channel strategy?

A)Impressions
B)Frequency
C)Reach
D)Media buy
E)Pull

Question 29

A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream.It also provides a toll-free number for interested customers.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)cause-related marketing.

Question 30

A company that manufactures hockey equipment uses the medium of television to advertise and promote its products.Which of the following strategies best describes the company's distribution channel strategy?

A)Impressions
B)Frequency
C)Reach
D)Media buy
E)Pull

Question 31

An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 32

Subway develops an advertising campaign during a show that teenagers watch.In this example, teenagers consider as:

A)Target market
B)Sender
C)Loyal customer
D)Target audience
E)Target group

Question 33

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

A)Demand strategy
B)Push strategy
C)Supply strategy
D)Distribution strategy
E)Pull strategy

Question 34

Which of the following strategies is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product?

A)Impressions
B)Push
C)Reach
D)Media buy
E)Frequency

Question 35

A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)cause-related marketing.

Question 36

A company that manufactures motorcycles decides to host a rock concert.The aim of the company is to associate itself with music that reflects passion and energy.This is an example of:

A)cause-related marketing.
B)deceptive advertising.
C)feedback loop.
D)event sponsorship.
E)weblog.

Question 37

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

A)a catalogue.
B)direct mail.
C)DRTV.
D)a kiosk.
E)cause-related marketing.

Question 38

Cossacks is a computer manufacturing company.To boost sales, it offers discounts on computers to encourage retailers to sell higher volumes.Which of the following strategies best describes Cossacks's distribution channel strategy?

A)Impressions
B)Push
C)Reach
D)Media buy
E)Frequency

Question 39

Which of the following refers to a commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit?

A)Cause-related marketing
B)DRTV
C)Weblog
D)Feedback loop
E)Deceptive advertising

Question 40

A company selling exclusive handcrafted gift items compiles a list of products it offers and mails the list to all its customers.Customers can use the list to order the product of their choice.This is an example of:

A)a catalogue.
B)media buy.
C)DRTV.
D)a kiosk.
E)personal selling.

Question 41

A company that manufactures cars advertises the safety features in the car, the mileage, speed, and the added accessories available with the car.This is an example of:

A)esteem appeal.
B)emotional appeal.
C)physiological appeal.
D)rational appeal.
E)social appeal.

Question 42

Which of the following best describes the strategy of differentiating a product by communicating its distinctive attributes?

A)Deceptive advertising
B)Cause-related marketing
C)Unique selling proposition
D)Personal selling
E)Impressions

Question 43

YuM Pizza, in a one-of-its kind initiative, introduces a new range of pizzas made of whole-grain dough with exotic herbal spice toppings.This is an example of:

A)deceptive advertising.
B)cause-related marketing.
C)unique selling proposition.
D)personal selling.
E)impressions.

Question 44

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

A)esteem appeal.
B)emotional appeal.
C)physiological appeal.
D)rational appeal.
E)social appeal.

Question 45

Which of the following refers to the method of determining a communications budget in which the firm's share of the communication expenses is in line with its market share?

A)Percentage-of-sales method
B)Objective-and-task method
C)Competitive parity method
D)Brand equity method
E)Affordable budgeting method

Question 46

Which of the following refers to the actual purchase of airtime or print pages?

A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix

Question 47

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience?

A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix

Question 48

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

A)Percentage-of-sales method
B)Objective-and-task method
C)Competitive parity method
D)Brand equity method
E)Affordable budgeting method

Question 49

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

A)media buy.
B)USP.
C)direct mail.
D)cause-related marketing.
E)deceptive advertising.

Question 50

Which of the following refers to a method of determining a communications budget based on what is left over after other operating costs have been covered?

A)Percentage-of-sales method
B)Objective-and-task method
C)Competitive parity method
D)Brand equity method
E)Affordable budgeting method

Question 51

CanadianBusiness and HelloCanada are national magazines of Canada.They are examples of:

A)media buy.
B)media planning.
C)mass media.
D)niche media.
E)media mix.

Question 52

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

A)Esteem appeals
B)Emotional appeals
C)Ethos appeals
D)Rational appeals
E)Social appeals

Question 53

FedEx, with its slogan "When your package absolutely, positively has to get there overnight," promises to deliver goods overnight for its customers.This is an example of:

A)deceptive advertising.
B)cause-related marketing.
C)unique selling proposition.
D)personal selling.
E)impressions.

Question 54

A company that manufactures jeans promotes the idea of "youthful individuality." The products stand for originality, self-confidence, and elegance.This is an example of:

A)ethos appeal.
B)emotional appeal.
C)physiological appeal.
D)rational appeal.
E)social appeal.

Question 55

Which of the following helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

A)Esteem appeal
B)Emotional appeal
C)Physiological appeal
D)Rational appeal
E)Social appeal

Question 56

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

A)esteem appeal.
B)emotional appeal.
C)physiological appeal.
D)ethos appeal.
E)social appeal.

Question 57

Which of the following refers to channels that include national newspapers, magazines, radio, and television, and is ideal for reaching large numbers of anonymous audience members?

A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix

Question 58

Which of the following refers to the combination of the media used and the frequency of advertising in each medium?

A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix

Question 59

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive print ad.This is an example of:

A)media buy.
B)USP.
C)direct mail.
D)cause-related marketing.
E)deceptive advertising.

Question 60

If a marketer wants to target local customers for a time sensitive product, which medium he/she should select for an ad?

A)Television
B)Radio
C)Magazine
D)Newspaper
E)Direct marketing

Question 61

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

A)tracking.
B)impressions.
C)pretesting.
D)pulsing.
E)post-testing.

Question 62

Which of the following refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests?

A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix

Question 63

Which of the following schedules maintains a base level of advertising but increases advertising intensity during certain periods?

A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing

Question 64

An exclusive travel magazine chooses to cater only to the needs of those travelers who are hitchhikers.This is an example of:

A)media buy.
B)media planning.
C)mass media.
D)niche media.
E)media mix.

Question 65

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

A)Flighting
B)Cause-related
C)Continuous
D)Deceptive
E)Pulsing

Question 66

Suppose a company that deals in children's toys places three advertisements in a comic book read by children.The advertisement reaches 10 percent of the targeted audience.The reach and the frequency of advertisements are 10 and 3, respectively.The product of reach and frequency constitutes:

A)frequency.
B)click-through tracking.
C)encoding.
D)gross rating points.
E)reach.

Question 67

A bakery advertises throughout the year.It boosts its advertising expenditures during Christmas for maximum promotion of its products.Which of the following best describes the bakery's advertising schedule?

A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing

Question 68

Which of the following includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium?

A)Tracking
B)Impressions
C)Pretesting
D)Pulsing
E)Post-testing

Question 69

Heads International manufactures helmets.It creates an exciting new advertisement featuring its products.Before releasing the ad, the company chooses a small audience to test the relevance of the message in the ad, the aptness of the medium used for communication, and the persuasive power of the ad.This is an example of:

A)tracking.
B)impressions.
C)pretesting.
D)pulsing.
E)post-testing.

Question 70

A company sells computers.It has created a fan page on Facebook and advertises itself elsewhere on the Internet.It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page.This is an example of:

A)frequency.
B)click-through tracking.
C)encoding.
D)gross rating points.
E)reach.

Question 71

The percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once, is called:

A)frequency.
B)click-through tracking.
C)encoding.
D)gross rating points.
E)reach.

Question 72

A measure of how often the target audience is exposed to a communication within a specified period of time is called:

A)frequency.
B)click-through tracking.
C)encoding.
D)gross rating points.
E)reach.

Question 73

Heads International manufactures helmets.To promote sales, it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

A)tracking.
B)impressions.
C)pretesting.
D)pulsing.
E)post-testing.

Question 74

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

A)media buy.
B)media planning.
C)mass media.
D)niche media.
E)media mix.

Question 75

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

A)media buy.
B)media planning.
C)mass media.
D)niche media.
E)media mix.

Question 76

Heads International, a manufacturer of helmets, made an advertisement featuring its products.After the ad has run its course, the company tries to understand how the ad influenced customer perceptions and whether it generated awareness.It also tests whether any purchasing actions have been stimulated by the advertisement.This is an example of:

A)tracking.
B)impressions.
C)pretesting.
D)pulsing.
E)post-testing.

Question 77

Which of the following advertising schedules runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates?

A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing

Question 78

Which of the following schedules is implemented in spurts, with periods of heavy advertising followed by periods of no advertising?

A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing

Question 79

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing

Question 80

Mike has a small pizza place in Vaughan.He spent $500 last year on search engine marketing so that people in the neighbourhood see his ad when the search for pizza or food.He believes his SEM generates extra $1,500 sales revenue last year.What would be the ROI in this example?

A)2%
B)200%
C)1.5%
D)150%
E)100%