Deck 13: Integrated Marketing Communications

Question 1

The four major promotional tools are known collectively as which of the following?

A) the publicity four
B) the promotional mix
C) the advertising campaign
D) the communication model

Answer 1

B

Question 2

What is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response?

A) publicity
B) perceptual communication
C) promotion
D) distributive communication

Answer 2

C

Question 3

Tyler is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.What is Tyler developing?

A) a set of promotion goals
B) a promotional strategy
C) a communication mix
D) a marketing mix

Answer 3

B

Question 4

Which of the following consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows?

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

Question 5

Which of the following BEST describes publicity?

A) It is free communication.
B) It has many internal costs to the company associated with it.
C) It will never damage a company because it performs the information task of promotion.
D) It has to be purchased from the mass media.

Question 6

In 2004,the movie company that produced The Bourne Supremacy used advertising,personal selling,public relations,and sales promotion to communicate with its target audience for the movie.What was composed of the movie production company's plan on how to use these tools?

A) its promotional strategy
B) its selling plan
C) its mass communication mix
D) its marketing mix

Question 7

A local exterminator uses the image of a large dead cockroach to communicate its service.The pictures of the dead insect appear on transit boards throughout the community.What is this a form of?

A) publicity
B) public relations
C) sales promotion
D) advertising

Question 8

What is public information about a company,good,or service appearing in the mass media as a news item?

A) publicity
B) sales promotion
C) mass communications
D) advertising

Question 9

The maker of Mayfield ice cream simply states,"It is the best you've ever tasted." This is an example of how a product creates which of the following?

A) a promotional theme
B) a comparative differentiation
C) a competitive advantage
D) a unique selling proposition

Question 10

People who love to fish prefer Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt.Advertising for Magic Lures emphasizes how its lures,unlike others,are all handcrafted.What is being described?

A) Magic Lures's competitive advantage
B) Magic Lures's sales promotional theme
C) Magic Lures's one-to-one marketing advantage
D) Magic Lures's marketing differentiator

Question 11

What is any form of sponsor-identified,paid mass communication?

A) publicity
B) promotion
C) public relations
D) advertising

Question 12

In 2004,Montreal once again hosted the Peachtree Road Race,a running event that attracts many world-calibre racers.This year,after numerous requests from Quebecers,the race officials sanctioned a race conducted in Iraq so that soldiers from the province would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree was an example of which of the following?

A) strategic product promotions and resulting sales
B) a target marketing strategy
C) sales promotion efforts
D) a public relations strategy and resulting publicity

Question 13

According to the text,which statement regarding spam is true?

A) Tough criminal legislation in the United States has been effective in curbing spam.
B) Spam is an acronym for Specific Program Algorithm Mail
C) Approximately 37 percent of email that is received by Canadians is spam.
D) Canada currently has no anti-spam laws.

Question 14

What is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition?

A) a unique selling proposition
B) a competitive advantage
C) a special benefit
D) a comparative differentiation

Question 15

A 35-cents-off coupon for Campbell's chicken broth is a form of which of the following?

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

Question 16

What is the main function of promotion?

A) to convince consumers a firm's products offer competitive advantages over those of its competition
B) to find a niche in the marketplace for the firm and its products
C) to guarantee control over the length of the stages of the product life cycle
D) to provide the firm with research information about the success of its marketing effort

Question 17

What is the marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding?

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

Question 18

According to the text,which of the following statements about sales promotions is true?

A) All sales promotions must be aimed outside the organization.
B) Trade shows,coupons,premiums,and vacation giveaways are types of sales promotions.
C) Public relations cannot effectively be used with sales promotions.
D) Marketers view sales promotions as more effective when they are created as long-term stimulation tools.

Question 19

What does the promotional mix consist of?

A) advertising,personal selling,sales promotion,and public relations
B) advertising,publicity,direct marketing,and personal selling
C) public relations,direct marketing,personal selling,and publicity
D) advertising,telemarketing,public relations,and sales promotions

Question 20

According to the text,which of the following statements about advertising is true?

A) The cost per contact in advertising is low.
B) The total costs of advertising are typically low.
C) The signs on the outsides of buses and taxis are not a form of advertising.
D) Advertising is any form of communication in which the sponsor is identified.

Question 21

What is the process by which we exchange or share meanings through a common set of symbols?

A) advertising
B) communication
C) publicity
D) feedback

Question 22

What is a channel in communication?

A) someone who places advertising into media
B) any communication medium
C) usually an ad agency or public relations firm
D) the only source of noise

Question 23

Frank's RedHot hot sauce created a "Sing the Blues" contest.Participants were asked to write original lyrics about Frank's RedHot sauce set to their favourite tune and submit their songs to the manufacturer.The writer of the winning song received a free all-expense paid trip to a House of Blues.What is this an example of?

A) a sales promotion
B) advertising
C) a public relations activity
D) personal selling

Question 24

Java Jacket is a company that designs and prints ads on the paper sleeves that go around hot coffee cups sold in coffee shops.To find clients to advertise on the sleeves,the company sent a representative to companies such as Warner Brothers,eBay.com,and The Wall Street Journal to tell them how their ads on sleeves would give them inexpensive exposure to a large number of potential customers.How can Java Jacket's activities best be described?

A) as mass communication
B) as personal selling
C) as public relations
D) as implicit communication

Question 25

Who is the originator of the message in the communication process?

A) the receiver
B) the encoder
C) the sender
D) the communicator

Question 26

Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other?

A) mass communication
B) implicit communication
C) synergistic communication
D) personal selling

Question 27

Shaw Cable television uses radio,television,magazine,and newspaper advertising to inform television viewers about new episodes of Restaurant Makeover,a popular television series.What kind of communication is Shaw using?

A) public
B) factual
C) mass
D) referential

Question 28

The maker of Frank's RedHot sauce spent $25,000 to create an ad targeted to consumers in the southern Ontario market.Because it created the ad itself and used no ad agency,what did Frank's RedHot sauce engage in?

A) receiving
B) encoding
C) decoding
D) creating noise

Question 29

What does the communication process itself consist of?

A) sender,receiver,and message
B) encoding,decoding,channel,sender,and receiver
C) comprehension,noise,and feedback
D) source,receiver,and channel

Question 30

Procter & Gamble spent $25 million on its "Locks in the Spills" promotion campaign for Bounty paper towels.What role did Procter & Gamble play in the communication process?

A) channeller of the message
B) sender of the message
C) decoder of the message
D) communicator of the message

Question 31

Procter & Gamble hired an advertising agency to create a $25 million campaign for Bounty paper towels.The ad agency created a "Locks in the Spills" message for Bounty ads.What was the ad agency?

A) the channeller of the message
B) the encoder of the message
C) the sender of the message
D) the receiver of the message

Question 32

What are the two major categories of communications?

A) informative and persuasive
B) direct and indirect
C) mass and interpersonal
D) verbal and nonverbal

Question 33

Which of the following would a firm using mass communication NOT experience?

A) inability to know exactly who is receiving the message
B) clutter from competitors' messages
C) great expense on a per-person-exposed basis
D) inability to assess customer reactions to the promotion immediately

Question 34

What is encoding?

A) conversion of the sender's ideas and thoughts into a message
B) creation of the original ideas and thoughts of the message
C) deciphering and understanding of a message
D) receipt and comprehension of the message

Question 35

Campbell's soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,these media served as which of the following for transmitting the message?

A) encoders
B) channels
C) decoders
D) senders

Question 36

Which of the following is the conversion of the sender's ideas and thoughts into a message?

A) encoding
B) development
C) envelopment
D) decoding

Question 37

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,what is Meridian?

A) a noise filter
B) a receiver
C) a sender
D) a decoder

Question 38

What is interpersonal communication?

A) long-distance communication between a business and its target market
B) direct communication between two or more people
C) nonpaid information such as publicity
D) paid communication placed in personal media

Question 39

Which of the following is anything that interferes with,distorts,or slows the transmission of information?

A) feedback
B) nonpaid communication
C) noise
D) static

Question 40

What is the term for communication to large audiences,usually through a medium such as television or a newspaper?

A) mass communication
B) referential communication
C) public communication
D) interpersonal communication

Question 41

What is the final step in the communication process?

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

Question 42

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites.What is the company rep engaged in?

A) interpersonal communication
B) publicity
C) mass communication
D) crowd selling

Question 43

Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures.This is because it is difficult to communicate without an understanding of which of the following?

A) income influences
B) gender differences
C) culture
D) locational variants

Question 44

What is the overriding goal of promotion?

A) to raise awareness of products and services
B) to express ideas and thoughts
C) to modify behaviour and thoughts
D) to sell products and services

Question 45

The receiver's response to a message is which of the following to the source?

A) decoded
B) feedback
C) static filled
D) noise

Question 46

Refer to Bag Media,When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags,what was it an example of?

A) feedback
B) nonverbal communication
C) indirect transmission
D) decoding

Question 47

Which of the following is one of the basic tasks typically performed by promotion?

A) perceiving
B) persuading
C) managing
D) organizing

Question 48

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,as well as a website to promote benefits of the dog food.In terms of the communication process,what did Alpo use?

A) several different channels
B) several different sources of feedback
C) several different decoders
D) several different encoders

Question 49

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with seeing where the police car went that she totally missed seeing the mall's billboard.In terms of the communication process,what did the police car act as?

A) media interruptus
B) noise
C) negative feedback
D) static

Question 50

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

A) The sponsor is identified in public relations,advertising,and personal selling.
B) The speed of feedback is delayed in sales promotion,advertising,and personal selling.
C) The most feedback is available with personal selling.
D) The message flow is two-way in public relations,sales promotions,and personal selling.

Question 51

For communication to be effective,which of the following is necessary?

A) Marketers should use televised instead of print communication.
B) Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.
C) All steps of the communications process model must take place.
D) Marketing managers should use both interpersonal and mass communications.

Question 52

According to the text,which of the following statements about the characteristics of the elements in the promotional mix is true?

A) The fastest feedback occurs with personal selling.
B) The mode of communication for sales promotion is usually direct and personal.
C) A large audience is best reached with personal selling.
D) Control over message content is greatest when public relations is used.

Question 53

What are the three basic tasks of promotion?

A) informing,persuading,and reminding
B) informing,convincing,and reminding
C) informing,persuading,and convincing
D) persuading,convincing,and reminding

Question 54

Which of the following is the interpretation of the language and symbols sent by the source through a channel?

A) perceiving communication
B) encoding
C) channelling
D) decoding

Question 55

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the Yellow Pages.These communications are directed at the person who will decode the message.What is that person called?

A) the encoder
B) the sender
C) the receiver
D) the communicator

Question 56

Clarice went to WB.com and ordered a CD that she had heard playing in the background on Charmed and that was promoted at the end of the television show.In terms of the communication process,what was Clarice's purchase an example of?

A) feedback
B) noise
C) channelled communication
D) message encoding

Question 57

What do the most successful global marketing managers realize?

A) It is imperative that every message be completely customized to each subculture.
B) Translation and possible miscommunication of promotional messages can occur.
C) Consumers' cultural environments play a large role in the communication process and affect decoding.
D) Any message can be considered uniform by easily translating the message into all other languages.

Question 58

Ruby was offended by an ad spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was good business practice.In terms of the communication process,what happened?

A) Ruby improperly decoded the message.
B) Ruby created a longer than normal communication channel.
C) Ruby correctly encoded the message.
D) Ruby improperly encoded the message.

Question 59

When is informative promotion generally used?

A) when the brand name is well known to consumers
B) when advertising a simple,nontechnical,mature product
C) during the early stages of the product life cycle
D) during an attempt to gain the immediate action of a consumer

Question 60

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements,and the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

A) The designer is not intelligent enough to understand engineering.
B) The sender and receiver do not share overlapping frames of reference.
C) Personal selling should not be used to market this type of product.
D) Noise is interfering with both encoding and decoding.

Question 61

In terms of the AIDA concept,sales promotion is most effective at creating which of the following?

A) positive attitudes toward a brand
B) strong desire and purchase intent
C) awareness of a product
D) awareness of a product and purchase intent

Question 62

What is the goal of persuasive promotion?

A) to describe available services
B) to remind the consumers where they can buy the product
C) to stimulate purchase or other action
D) to maintain top-of-mind consumer awareness

Question 63

For many years during the fall,Campbell's has run a series of ads showing consumers how to use chicken broth to make moister chicken dressing.What is this promotion intended to do?

A) influence consumers to switch to Campbell's
B) persuade nonusers of Campbell's to try it
C) act as a persuasive device for the product category
D) act as a reminder advertisement

Question 64

Which of the following BEST describes the AIDA concept?

A) It is a model effectively showing that advertising can move people to the purchase stage.
B) It demonstrates that buyers go through nine stages on the way to making a decision.
C) It is a budget plan based on the effectiveness of various promotion mixes in achieving certain objectives.
D) It is a model for reaching promotional objectives that outlines a sequential process for effective promotion.

Question 65

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explains how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies that want to promote their products give e-mail a chance to show them what it can do.What task does this promotion have?

A) rewarding
B) suppressing
C) informing
D) persuading

Question 66

Which of the following BEST describes the AIDA concept?

A) It assumes that the second step in the purchase-decision process is inertia.
B) It indicates that the purchase decision is the same for high-involvement and low-involvement products.
C) It does not explain how all promotions influence purchase decisions.
D) It assumes that consumers regularly go through each stage of the process during all purchases.

Question 67

To provide more delivery service to the consumer market,UPS created UPS Stores.According to the AIDA model,to create attention for this more convenient way and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotion mix?

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

Question 68

What does AIDA stand for?

A) Attention-Interest-Desire-Action
B) Attitude-Interest-Demand-Activity
C) Awareness-Intent-Demand-Action
D) Attitudes-In-Developing-Acquisitions

Question 69

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on which of the following formats because the product is so technical?

A) informative
B) persuasive
C) influencer
D) reminder

Question 70

Which of the following outlines a sequential four-step process for achieving promotional goals?

A) AIDA concept
B) Maslow's hierarchy of needs
C) communication model
D) hierarchy of impacts

Question 71

When does persuasion normally become the primary promotion goal?

A) when a firm is reminding consumers where to buy the product
B) when the product enters the growth stage of the product life cycle
C) when new products are in the early stages of the product life cycle
D) when a firm is trying to increase brand awareness

Question 72

For which of the following purchases is Leah most likely to pass through all four stages of the AIDA process?

A) toilet tissue
B) a tube of toothpaste
C) batteries for her digital camera
D) a wedding gown

Question 73

According to the text,which of the following statements about the AIDA model is true?

A) Sales promotion is not helpful during the attention stage of the AIDA model.
B) Certain promotional tools are more effective at certain stages of the AIDA model.
C) The promotional mix should not be influenced by the AIDA model.
D) The AIDA model explains why public relations is the most important element in the promotion mix.

Question 74

When Heinz introduced its ketchup globally,it had to first deal with the fact ketchup is not a household staple in many countries outside North America.Heinz had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on which type of advertising?

A) persuasive
B) influential
C) informative
D) compulsive

Question 75

According to the AIDA concept,what is the first step a marketer must achieve with potential customers?

A) attention
B) attitude alignment
C) action
D) adaptation

Question 76

When Mona saw the features available on the Singer sewing machine Dee had received for her birthday,Mona immediately knew she wanted to own one just like it someday.According to the AIDA concept,which stage had Mona entered?

A) liking
B) interest
C) action
D) desire

Question 77

For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of what type of promotion?

A) influence
B) informative
C) reminder
D) amusement

Question 78

Lyndon went to a website that sells barbecue grills and read reviews of several different models.He has requested more information about a Weber grill that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect grill.As far as Weber is concerned,Lyndon is in which step of the AIDA concept?

A) attention
B) interest
C) desire
D) action

Question 79

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near which stage of the AIDA model?

A) knowledge
B) action
C) preference
D) awareness

Question 80

Which promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle?

A) influence
B) reminder
C) informative
D) persuasive