Deck 17: Integrated Marketing Communications

Question 1

Noise can also result from distractions within an advertising message itself.

Answer 1

True

Question 2

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Answer 2

False

Question 3

Guerilla marketing is an expensive marketing technique.

Answer 3

False

Question 4

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Question 5

Market leaders are more likely to engage in comparative advertising than new entrants.

Question 6

Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.

Question 7

When an organization employs an integrated approach to marketing, it risks sending conflicting information that confuses consumers.

Question 8

Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually are high in most firms.

Question 9

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Question 10

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Question 11

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Question 12

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Question 13

Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store or website visits is referred to as direct marketing.

Question 14

The process of communicating promotional messages begins with encoding.

Question 15

An IMC strategy separates the promotional mix into parts and views them as isolated components.

Question 16

Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the objectives of the promotional program.

Question 17

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

Question 18

Publicity is the marketing-oriented aspect of public relations.

Question 19

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.

Question 20

An IMC strategy helps marketers create a unified personality for the product or brand by aligning all of their various promotional mix tools to send a consistent and unified message.

Question 21

In communicating a promotional message, decoding refers to the:

A) translation of the message into understandable terms and transmitting it through the communication channel.
B) receiver's interpretation of the message transmitted through the communication channel.
C) receiver's response to the message transmitted through the communication channel.
D) noise that interferes with the transmission of the message through the communication channel.

Question 22

In the context of the communication process, translating a message into understandable terms and transmitting it through a communications channel is known as _____.

A) decoding
B) referencing
C) polarizing
D) encoding

Question 23

An ethical issue surrounding online advertising is the use of cookies, small text files automatically downloaded to a user's computer or mobile device when a site is visited.

Question 24

According to the AIDA concept, which of the following is the first function of a promotional message?

A) Arousing interest in the good or service
B) Gaining the potential consumer's attention
C) Stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs
D) Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase

Question 25

Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast media can provide.

Question 26

The communication process begins with:

A) noise.
B) channeling.
C) encoding.
D) decoding.

Question 27

Which of the following acts as the source of the message communicated to the receiver in the communication process?

A) Decoder
B) Sender
C) Messenger
D) Sponsor

Question 28

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product, it is an example of:

A) encoding.
B) decoding.
C) noise.
D) feedback.

Question 29

The primary disadvantage of magazine advertising is that magazines require long lead times.

Question 30

The aspect of public relations most directly related to promoting a firm's products is publicity.

Question 31

Legislation regulates the placement of outdoor advertising near interstate highways.

Question 32

When a major pharmaceutical scandal shook people's belief in the Federal Drug Administration, the public relations department devised an IMC strategy to positively influence public perception. An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the government agency. In the context of the communication process, this change in perception represents _____.

A) encoding
B) channeling
C) feedback
D) noise

Question 33

Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Question 34

Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a presentation about a new drug that is being manufactured by his company. Brad's presentation is a part of Merck's IMC effort and it represents:

A) encoding of the product message.
B) decoding of the product message.
C) feedback for the promotional message.
D) noise generated by the promotional message.

Question 35

The receiver's response, known as _____, completes the communication process.

A) epistle
B) encoded message
C) feedback
D) channeled data

Question 36

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market.

Question 37

The greatest share of television advertising revenues comes from local advertisers, while most newspaper advertising revenues come from organizations that advertise nationally.

Question 38

The AIDA concept refers to the steps in:

A) the development of an IMC program.
B) the consumer purchase decision process.
C) the distribution of a product.
D) the production of a product.

Question 39

Which of the following is the oldest form of promotion?

A) Product placement
B) Personal selling
C) Guerrilla marketing
D) Ambush marketing

Question 40

When a fast food restaurant chain joins with a movie studio to promote a new film, it is an example of cross-promotion.

Question 41

A local newspaper is planning to come up with a special series on the growth of entrepreneurship within the community. Each week an article featuring a different business owner and his or her success story will be published. For the featured business owners, this type of promotion would constitute _____.

A) sales promotion
B) publicity
C) trade promotion
D) direct selling

Question 42

A new pizza restaurant recently opened near a college campus and organized a marketing campaign using Pi day - March 14th by delivering free sample pizzas to residence hall common areas and other campus locations. This is an example of:

A) guerrilla marketing.
B) cause marketing.
C) ambush marketing.
D) cloud marketing.

Question 43

Which of the following is true of using publicity as a promotional strategy?

A) Companies have to spend more for publicity than advertising or personal selling.
B) Companies have less control over whether the press publishes good or bad news.
C) Consumers tend to believe more in company-disseminated information than in publicity-generated news.
D) Companies tend to view all kinds of publicity - good or bad - as profitable for the company's reputation and its brand equity.

Question 44

A jewelry store organizes a jewelry design contest to promote the launch of its new line of charm bracelets. This is an example of:

A) advertising.
B) sales promotion.
C) direct marketing.
D) personal selling.

Question 45

When marketing partners share the cost of a promotional campaign that meets their mutual needs, they are said to be engaged in:

A) ambush marketing.
B) cross-promotion.
C) guerrilla promotion.
D) personal selling.

Question 46

Which of the following terms refers to the unpaid placement of significant news about accompany in mass media or social media outlets?

A) Publicity
B) Advertising
C) Product placement
D) Sponsoring

Question 47

Compared to other broadcast media, cable advertising is more likely to attract specialized audiences and encourage niche marketing. This characteristic of cable advertising is known as _____.

A) narrowcasting
B) personalcasting
C) crowdcasting
D) datacasting

Question 48

Which of the following is an example of advertising?

A) A billboard with the image of a celebrity endorsing a product
B) Conspicuous placing of a product in a popular TV show
C) Giving away free sample of a product
D) Holding a contest to promote a product

Question 49

The Tostitos BCS National Championship game features the top two college football teams competing for the national title. The Tostitos brand name is included in the event's name because Frito-Lay, the manufacturer, paid for:

A) sponsorship.
B) co-branding rights.
C) direct marketing privileges.
D) cooperative advertising.

Question 50

Which of the following types of advertising offers the advantage of targeting local audiences?

A) Radio
B) Network television
C) Cable television
D) Newspapers

Question 51

Baker Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers. Which appeal is being used in this commercial to motivate the viewers to act?

A) Fact
B) Humor
C) Cooperation
D) Fear

Question 52

Paid, nonpersonal communication through various mass media such as television, radio, magazines, or online is called _____.

A) sales promotion
B) advertising
C) product placement
D) direct marketing

Question 53

Which of the following is an example of personal selling?

A) Banners on websites
B) Videoconferencing
C) Print ads
D) Direct mailers

Question 54

The use of unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

A) guerrilla marketing
B) cause marketing
C) mass marketing
D) cloud marketing

Question 55

Which of the following methods of promotion is most likely to be used for promoting a consumer product targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional messages?

A) Trade promotion
B) Advertising
C) Trade shows
D) Personal selling

Question 56

The communication process can be disrupted by _____ when inappropriate advertising media or poor radio or TV reception interfere with message transmission and reduce its effectiveness?

A) noise
B) spam
C) feedback
D) decoding

Question 57

Product placement is a form of advertising where:

A) a company pays a fee to have its products displayed prominently at department stores.
B) a company pays a fee to have its products displayed prominently in a film or TV show.
C) a company engages in promotional tie-ins with other firms through co-branding.
D) a company positions its TV commercials during prime hours for its target market.

Question 58

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising.

A) cooperative
B) comparative
C) retail
D) institutional

Question 59

Which of the following terms best represents an interpersonal influence process that involves a seller's promotional presentation conducted on a person-to-person basis with the buyer?

A) Social referencing
B) Personal selling
C) Mass marketing
D) Advertising

Question 60

A popular morning TV program shows its host and guests drinking beverages from mugs that have been engraved with the logo of a popular coffee chain. This is an example of:

A) personal selling.
B) trade promotion.
C) product placement.
D) sales promotion.

Question 61

Define cross-promotion. Explain why it is used. Give examples of cross-promotion.

Question 62

Discuss fear and humor as types of advertising appeal. Give examples of advertisements that make use of either or both types of appeals.

Question 63

Define publicity. Explain its role in a firm's promotional strategy.

Question 64

You work for a national fast food chain restaurant whose executives want to revamp your marketing strategies. They use a promotional strategy that allows them to showcase their foods and services as better than the myriad fast food restaurants out there. ​
Which type of advertising did the company use?

A) Retail advertising
B) Reminder advertising
C) Informative advertising
D) Cooperative advertising
E) Comparative advertising

Question 65

Discuss the role that integrated marketing communications (IMC) plays in the development of a promotional mix.

Question 66

You work for a clothing manufacturer whose executives recently decided they were going to sever their ties with four of their manufacturing partners in Guatemala due to dismal labor conditions. Your superiors believe this is a public relations-worthy topic, and they want your consumers and stakeholders to know about their decision. ​
Which of the following steps can they take to ensure their various publics are aware of their decision to sever ties with the Guatemalan manufacturers?

A) Use direct marketing
B) Use guerilla marketing
C) Publish a press release
D) Publicize the news on billboards
E) Partner with a magazine to publish the story

Question 67

Explain how noise interferes with the effective transmission of a promotional message.

Question 68

Explain the communication process. What are the three tasks that an effective message should accomplish?

Question 69

What is comparative advertising and who are its users?

Question 70

What is an advertising campaign? How do you think current technology might help a marketer with the success of an advertising campaign?

Question 71

​In designing promotional messages aimed at teens, you realize it is critical to use the language, references, idioms, and even jokes popular among that age group. Otherwise, you are courting trouble primarily related to which element of the communication process?

A) ​Encoding by sender
B) ​Decoding by receiver
C) ​Response
D) ​Feedback
E) ​Choosing a channel

Question 72

Discuss the importance of feedback in the communication process in the context of promotional messages.

Question 73

Discuss the major types of advertising media.

Question 74

Define promotional mix. Discuss personal selling as a component of promotional mix.

Question 75

You work for an investment bank that is marketing a new credit card. As part of your company's marketing strategy, you come up with an animated penguin who is associated with your services, and your company comes up with the slogan, "Shopping with kings." Your ad campaign is viewed by millions around the country through television commercials, online ads, direct mail, and celebrity sponsors. Which of the following would be considered feedback?

A) Customers apply for your bank's credit card
B) College-aged students appreciate the slogan
C) Your target market likes the animated penguin
D) Young adults see the ad on a bus and call to ask questions
E) The media through which potential customers view the ads

Question 76

Explain the AIDA concept.

Question 77

A major telecommunications firm is seeking to maintain its market share position as the dominant provider of Internet and mobile communications and is seeking a more permanent option to offer a perpetual advertisement of its company and generate more word-of-mouth of its brand. Which of the following choices would you be best to create a perpetual advertisement?

A) Use guerrilla marketing tactics
B) Get a celebrity endorsement
C) Invest in interactive advertising
D) Invest in an outdoor marketing campaign with billboards around the city
E) Obtain naming rights of a sports stadium that includes the name in all mentions of the stadium and prominently displays its logo and name in the stadium

Question 78

Why do marketers sometimes use guerrilla marketing? What are some examples of a guerrilla marketing strategy?

Question 79

If you were looking for an advertising medium that provided good targeting of audiences, had a long shelf life, offered good reproduction quality of visuals and money was of no object, which medium would you select?

A) Digital ads
B) Television
C) Magazines
D) Direct mail
E) Radio

Question 80

Jill needs to motivate her promotion team to focus not just on individual messages, but on the benefits of integrating all of the firm's marketing communications. Choose the primary benefit that Jill should discuss.

A) Eliminating the need to outsource an advertising agency
B) Reducing information overload
C) Reducing interdependence among elements of the promotion mix
D) Creating a unified brand personality