Deck 13: Global Integrated Marketing Communications

Question 1

Direct marketing is an element of the promotion mix.

Answer 1

True

Question 2

According to the 2011 Customer Engagement Report created by Razorfish, traditional word-of-mouth is one of the most important customer engagement channels.

Answer 2

True

Question 3

In traditional media, such as TV, radio, newspapers and magazines, and even podcasts, personal interaction is confined to consumption.

Answer 3

True

Question 4

Advertisers who follow the localized approach are skeptical of the global-village argument.

Question 5

Coke has the number one brand-awareness and esteem position in the world according to Interbrand.

Question 6

One of the benefits of curation is that it enables people to experience themselves as participants.

Question 7

A localized campaign will result in the substantial benefits of cost savings and increased control.

Question 8

The overall requirements of effective communication and persuasion are fixed and do not vary from country to country.

Question 9

Industrial products companies top the list of big global advertising spenders.

Question 10

According to the 2011 Customer Engagement Report created by Razorfish, social networking sites constitute the least important customer engagement channel.

Question 11

Curation is a stronger engagement vehicle than content creation.

Question 12

Global advertising offers companies economies of scale in advertising and improved access to distribution channels.

Question 13

The first company to find a global market for any product is always at a disadvantage over competitors.

Question 14

Proponents of the localization approach to advertising believe that consumer tastes and preferences are converging worldwide.

Question 15

According to the 2011 Customer Engagement Report created by Razorfish, real-time chats with customer service representatives engage customers the best out of all channel categories.

Question 16

The Internet is a critical component of integrated marketing communications.

Question 17

Billboards are the primary medium vehicle, especially for global firms and global brands competing on brand attributes.

Question 18

Standardized global campaigns have the advantage of appeals that focus on the most important attributes of a product in each nation or culture.

Question 19

Completing an order application is an example of a social engagement.

Question 20

Advertising is often designed to add psychological value to a product or brand.

Question 21

The successful marketing of expensive and technically complex industrial products requires a highly trained direct sales force.

Question 22

Spotlighting customer-generated negative reviews can be beneficial to the company because it demonstrates that the company values customer input even if it's negative.

Question 23

________ companies top the list of big global advertising spenders.

A) B2B
B) Financial services
C) Consumer products
D) Industrial goods

Question 24

The smartphone is a device that makes use of convergence.

Question 25

Number of page views and time-on-site data are the best indicators of purchase intent.

Question 26

Behavioral targeting can be used to create the needed degree of engagement for making a marketing campaign successful.

Question 27

Which of the following requires the heaviest advertising support?

A) consumer goods
B) industrial goods
C) producer goods
D) capital goods

Question 28

According to the 2011 Razorfish Customer Engagement Report, the most important reason for customer engagement across channels and touch points is ________.

A) the consistency with which a company addresses the needs of their suppliers
B) getting needs addressed quickly and efficiently by companies
C) feeling that the companies people deal with are trustworthy
D) the need to feel valued by the companies people do business with

Question 29

In a communication process, an external influence such as competitive advertising that impairs the effectiveness of an advertising message is referred to as ________.

A) signal fire
B) language barrier
C) information paradox
D) noise

Question 30

An advertising copy should be relatively short and should avoid slang or idioms.

Question 31

Which of the following is an advantage of localized advertising campaigns compared to standardized marketing?

A) cost savings
B) increased control over campaigns
C) focus on product attributes relevant for a nation
D) potential creative leverage of a global appeal

Question 32

According to the 2011 Razorfish Customer Engagement Report, which of the following channels is the least important for customer engagement?

A) transactional e-mail
B) company websites
C) social networking sites
D) traditional word-of-mouth

Question 33

________ refers to the act of rating, reviewing, and otherwise passing judgment on content available in a social setting.

A) Convergence
B) Curation
C) Emulation
D) Configuration

Question 34

Which of the following statements is true of social engagement?

A) An advantage of curation is that it leaves no trace on the Internet.
B) In traditional media, personal interaction is confined to consumption.
C) Content on social networks has a long shelf life.
D) Web-enabled self-service interaction is an example of social engagement.

Question 35

Experience research is an experience data ecosystem tool used for tracking behavioral and attitudinal data but not diagnostic data.

Question 36

Reaching unique or overlapping markets that have different levels of product awareness require programming standardization.

Question 37

Personal information such as name and e-mail contact that are provided by customers when visiting webpages is an example of observed data.

Question 38

Which of the following would proponents of the standardized approach to advertising support?

A) unifying advertising around the globe
B) adapting campaigns to a country's culture
C) accepting the global-village argument
D) focusing on a single medium of communication

Question 39

Which of the following refers to placing a sponsored, paid message in a mass medium?

A) public relations
B) advertising
C) inter-process communication
D) accommodation

Question 40

Recognizing overlaps in the use of languages in many areas of the world helps global advertisers realize economies of scale.

Question 41

________ has grown to become the largest online advertising tool, in great part due to its ability to deliver a targeted message to a potential customer at the most opportune time.

A) Mobile marketing
B) E-mail marketing
C) Search marketing
D) Social networking

Question 42

________ can be expanded to include metrics such as search volume and social intensity as key performance indicators (KPIs).

A) Panel data
B) Secondary data
C) Declared data
D) Observed data

Question 43

Which of the following is true of Japanese creative advertising strategies according to Tamotsu Kishii?

A) They use humor to create a bond of mutual feelings.
B) They use long, explanatory narrations in television commercials.
C) They place priority on product quality rather than company trust.
D) They prefer direct rather than indirect forms of expression.

Question 44

Which of the following statements is true of web analytics as a tool that inhabits the experience data ecosystem?

A) They aid in sentiment testing from social media content.
B) They are generally reported at the aggregate level.
C) They can track both the behaviors and attitudes of customers over time.
D) They include techniques such as ethnography and focus group.

Question 45

________ is information that is contributed by consumers themselves to databases such as social media profiles, answers to online surveys or questionnaires, or personal information such as name and e-mail contact when visiting webpages.

A) Secondary data
B) Declared data
C) Observed data
D) Panel data

Question 46

Which of the following statements is true of online reputation management?

A) Mild doses of negative information after exposure to positive information may increase customers' positive impression about a product.
B) Developing an online reputation management strategy is an important element to branding strategy only at the product category level.
C) A reactive approach to online reputation management is better than a proactive approach.
D) Highlighting customer-generated negative reviews is never beneficial for a company.

Question 47

Which of the following dimensions of the customer experience dashboard is used for sentiment testing and classifying positive or negative customer experience culled from social media buzz?

A) user testing
B) web analytics
C) experience research
D) social listening

Question 48

What are the major difficulties that organizations are likely to face while attempting to communicate with customers?

Question 49

________ is collected from website visits where companies data mine points of contact and interactions such as dates and times of visits, keywords used to find information, and time spent on selected pages.

A) Observed data
B) Declared data
C) Secondary data
D) Panel data

Question 50

Which of the following data/tools that inhabit the experience data ecosystem provides purely diagnostic data and no tracking data?

A) customer experience measurement systems
B) user testing
C) web analytics
D) voice-of-the-customer programs

Question 51

________ refers to the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of entertainment experience they want.

A) Emulation
B) Curation
C) Configuration
D) Convergence

Question 52

What is the role of copy writing in advertising?