Deck 14: Integrated Marketing Communications

Question 1

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Answer 1

True

Question 2

When it comes to steak sauce,Lawry's was specifically designed to cling to the steak and be less runny than other brands of steak sauce.Its thickness is the way its manufacturer creates a competitive advantage for the steak sauce.

Answer 2

True

Question 3

Communication via telephone is not considered personal selling because it is not face-to-face.

Answer 3

False

Question 4

Missy Li is attempting to exchange information with her roommate by using symbols to assign meanings to the facts she hopes to convey.This is an example of communication.

Question 5

Raz and Nasim are arguing about newspaper publicity.Raz says favorable publicity is free--hence the phrase "free publicity." Nasim says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Raz has a more accurate grasp of the definition of publicity.

Question 6

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.The company has found that its new product cannot be patented.Frigo Design panels are in the introductory stage of the product life cycle,and as yet have no direct competition.Its promotional objectives should be persuasion.

Question 7

All promotions are designed to either inform,persuade,or remind the target audience.

Question 8

The AIDA concept can be used to explain how all promotions influence purchase decisions.

Question 9

Lincoln and Ming Agency designed and placed ads in local newspapers for one of its clients.The agency knows that once the ads are received by the target market,the message will be understood by all.

Question 10

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Question 11

When a marketer sends a message to its target market,the marketer must first decode the symbols used

Question 12

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasally voice that sounds like he has a perpetual cold.These are examples of noise in the communications process.

Question 13

It's been a few years since odor-free paint hit the market,and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle.With all the competition in the industry today,the manufacturer should use promotions that persuade buyers of odor-free to purchase its brand over all others.

Question 14

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

Question 15

Publicity is free.

Question 16

AIDA is an acronym for Attention-Interest-Desire-Action.

Question 17

A person buying a Valentine's Day gift for his significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for her mail carrier.

Question 18

OneCore,a financial company,is studying its promotion strategies by looking at sales trends and market research.OneCore uses direct feedback to evaluate its promotional strategies.

Question 19

Beech Nut uses popular magazines,radio,and newspapers to promote its brand of baby food.Beech Nut uses mass communication.

Question 20

The promotional mix is the combination of promotion tools used to reach the target market and fulfill the organization's overall goals.

Question 21

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Question 22

The promotional mix consists of:

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

Question 23

Marketers typically use either a push or a pull strategy exclusively.

Question 24

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Question 25

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

A) promotional strategy
B) set of promotion goals
C) marketing mix
D) communication mix
E) selling plan

Question 26

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.The movie production company's _____ was composed of its plan on how to use these tools.

A) mass communication mix
B) promotional strategy
C) selling plan
D) marketing mix
E) strategic goals

Question 27

A _____ 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) comparative differentiation
B) competitive advantage
C) unique selling proposition
D) special benefit
E) promotional plan

Question 28

One in every 400 cats suffers from diabetes.Purina developed the first and only cat food designed to manage the glucose levels of diabetic cats.For owners of diabetic cats,Purina's new cat food would have a(n):

A) differential parity
B) synergistic goal
C) competitive advantage
D) comparative benefit
E) tactical objective for implementing strategy

Question 29

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.The council has developed a(n)_____ in which it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

A) promotional strategy
B) tactic for communication
C) mass aggregation strategy
D) communication objective
E) informative strategy

Question 30

_____ 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) Distributive communication
B) Perceptual communication
C) Statistically-provable advertising
D) Promotion
E) Publicity

Question 31

Lee Apparel,the makers of Lee Dungarees,shows how strong its pants are and at the same time appeals to the 17- to 24-year old market through the use of the antics of its Buddy Lee doll and the slogan,"I'm Buddy Lee.You can't bust me." Buddy Lee and his battles against nefarious characters occur in _____ in order to reach a large number of people at one time.

A) sales promotion
B) public relations
C) advertising
D) implicit communications
E) personal selling presentations

Question 32

The main function of promotion is to:

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

Question 33

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.

Question 34

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 a:

A) unique selling proposition
B) comparative differentiation
C) competitive advantage
D) researchable objective
E) promotional theme

Question 35

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Question 36

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

A) publicity objective
B) marketing differentiator
C) competitive advantage
D) one-to-one marketing advantage
E) sales promotional theme

Question 37

The four major promotional tools (advertising,personal selling,sales promotion,and public relations)are known collectively as the:

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

Question 38

Marketers use public relations to:

A) earn public understanding and acceptance
B) communicate with the community in which they operate
C) educate the public about company goals
D) introduce new products
E) do all of the above

Question 39

In terms of the AIDA process,public relations has its greatest impact in gaining attention for a company,good,or service.

Question 40

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Question 41

A 35-cents-off coupon for Swanson chicken broth is a form of:

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

Question 42

Which of the following statements about advertising is true?

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

Question 43

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

A) Feedback
B) Promotion
C) Advertising
D) Publicity
E) Communication

Question 44

Interpersonal communication is:

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

Question 45

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

A) Implicit communication
B) Personal selling
C) Mass communication
D) Public relations
E) Synergisitc communication

Question 46

Lee Apparel,maker of Lee Dungarees,created the Buddy Lee doll in the 1920s.It continued using the doll in its promotional mix and giving out Buddy Lee dolls to customers until 1964.The actual doll,which was given away as a premium,is an example of:

A) a sales promotion
B) publicity
C) advertising
D) implicit communications
E) a personal sales presentation

Question 47

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.An article in Business Week magazine about how the council plans to stimulate consumer demand would be an example of:

A) direct selling
B) news marketing
C) publicity
D) cause marketing
E) direct marketing

Question 48

Publicity:

A) will never damage a company because it performs the information task of promotion
B) is free communication
C) is not persuasive with customers
D) has to be purchased from the mass media
E) has many internal costs to the company associated with it

Question 49

Public information about a company,good,or service appearing in the mass media as a news item is:

A) personal selling
B) advertising
C) mass communications
D) publicity
E) sales promotion

Question 50

While talking to Mr.and Mrs.Knighton,the appliance salesperson described the refrigerator as "a real moneysaver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

A) create subservient selling
B) create differential disadvantages
C) are part of how he communicated to the Knightons
D) are a type of marketing mix feedback
E) will not effect interpersonal communications

Question 51

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.This is a form of:

A) implicit communications
B) publicity
C) sales promotion
D) public relations
E) advertising

Question 52

Which of the following statements about sales promotions is true?

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

Question 53

In 2004,Atlanta once again hosted the Peachtree Road Race,a running event that attracts many world-calibre racers.This year after numerous requests from Georgians,the race officials sanctioned a race conducted in Iraq so that soldiers from the state 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 as example of:

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

Question 54

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 favorite 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.This is an example of:

A) a sales promotion
B) a public relations activity
C) advertising
D) an implicit communication
E) personal selling

Question 55

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 is:

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

Question 56

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

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

Question 57

Lee Apparel,maker of Lee Dungarees,created the Buddy Lee doll in the 1920s.It continued using the doll in its promotional mix and giving out Buddy Lee dolls to customers until 1964.After a 40 year absence,Lee once again began using the doll in its promotions of Lee Dungarees to the 17- to 24-year old market.The re-introduction of the Buddy Lee doll and people's reaction to it was the subject of a lengthy article in Business 2.0 magazine.The news article was an example of:

A) a sales promotion
B) publicity
C) advertising
D) implicit communications
E) a personal sales presentations

Question 58

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

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

Question 59

_____ is any form of sponsor-identified,paid mass communication.

A) Advertising
B) Publicity
C) Promotion
D) Public relations
E) Nonpaid communication

Question 60

The two major categories of communications are:

A) verbal and nonverbal
B) direct and indirect
C) long-term and short-term
D) mass and interpersonal
E) informative and persuasive

Question 61

Encoding is the:

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

Question 62

_____ is the conversion of the sender's ideas and thoughts into a message.

A) Development
B) Envelopment
C) Processing
D) Decoding
E) Encoding

Question 63

The communication process itself consists of:

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

Question 64

A channel in communication is:

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

Question 65

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

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

Question 66

The most successful global marketing managers realize that:

A) senders of messages can communicate effectively with other cultures even if they know nothing of the other culture
B) any message can be considered uniform by easily translating the message into all the other languages
C) consumers' cultural environments play a large role in the communication process and affects decoding
D) it is imperative that every message be completely customized to each subculture
E) translation and possible miscommunication of their promotional messages can occur

Question 67

USA cable television uses radio,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

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

Question 68

The _____ is the originator of the message in the communication process.

A) communicator
B) encoder
C) channeler
D) sender
E) receiver

Question 69

Within the communication process for a car dealer ad,which of the following would be an example of noise?

A) competing ads
B) news stories in the newspaper
C) physical surroundings in which the individual reading the ad is located
D) presence of other people while the ad is being read
E) all of these are examples of noise

Question 70

The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers the Southwestern U.S.market.Because it created the ad itself and used no ad agency,Frank's RedHot sauce engaged in:

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

Question 71

Procter & Gamble spent $25 million on its "Locks in the Spills" promotion campaign for Bounty paper towels.Procter & Gamble is the _____ of the message in the communication process.

A) sender
B) decoder
C) channeler
D) receiver
E) communicator

Question 72

Which of the following is NOT a disadvantage a firm using mass communication might experience?

A) inability to assess customer reactions to the promotion immediately
B) clutter from competitors' messages
C) distractions around the consumer at the time of receipt of the message
D) inability to know exactly who is receiving the message
E) great expense on a per person exposed basis

Question 73

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,Meridian is a(n):

A) channel
B) noise filter
C) receiver
D) decoder
E) sender

Question 74

_____ is the interpretation of the language and symbols sent by the source through a channel.

A) Encoding
B) Perceiving communication
C) Decoding
D) Channeling
E) Semiotics

Question 75

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the yellow pages of the phone book.These communications are directed at the _____,the person who will decode the message.

A) sender
B) receiver
C) encoder
D) channeler
E) communicator

Question 76

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,the police car acted as:

A) media interruptus
B) negative feedback
C) static
D) explicit communication
E) noise

Question 77

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

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

Question 78

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

A) mass
B) feedback-proof
C) referential
D) interpersonal
E) public

Question 79

_____ is anything that interferes with,distorts,or slows the transmission of information.

A) Media communication
B) Feedback
C) Static
D) Nonpaid communication
E) Noise

Question 80

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.The ad agency acted as the _____ of the message.

A) decoder
B) sender
C) encoder
D) receiver
E) channeler