Deck 14: Integrated Marketing Communications, Advertising, and Digital Communications

Question 1

Sam just received a free trial sample of cereal bars that he found hanging on his doorknob. What is this an example of?

A) direct sampling
B) direct marketing
C) personal selling
D) guerrilla marketing

Answer 1

A

Question 2

What can noise take the form of in international communications?

A) a lack of certain vowel sounds in the language that make it impossible to say the product name
B) unreliable radio transmissions
C) multiple languages spoken in the commercial
D) incorrect translations

Answer 2

D

Question 3

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

A) direct mail
B) Internet messages
C) personal selling
D) competitor feedback

Answer 3

D

Question 4

Which of the following is NOT a means of conducting a personal-selling effort?

A) telephone
B) videoconferencing
C) mass media
D) interactive computer links

Question 5

What do the AIDA concepts refer to?

A) the steps in developing an IMC program
B) the steps in promoting a product
C) the steps in distributing a product
D) the steps in the consumer purchase decision process

Question 6

What will often result from the successful implementation of Integrated Marketing Communications?

A) media saturation
B) higher audience reach
C) identifying several unexpected new target market opportunities
D) synergies and interdependence of the promotional mix elements

Question 7

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

A) salesmanship
B) advertising
C) promotion
D) communication

Question 8

What is said to be at the heart of integrated marketing communications?

A) product
B) brand
C) organization
D) customer

Question 9

What does an integrated marketing communications strategy begin with?

A) separating the parts of the promotional mix into categories based on the media that is being utilized
B) isolating and eliminating non-promotional contacts between the consumer and the organization
C) consumer wants and needs, working in reverse to the product, brand, or organization
D) the realization that different components of promotion should deliver different messages to their target audiences

Question 10

Delite, a food and beverage company, is launching a new range of frozen food. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?

A) Design ads for the print and electronic media for maximum reach.
B) Identify wants and needs of consumers.
C) Establish the product as a superior addition to the existing product range.
D) Isolate parts of the promotional mix and allocate them to appropriate departments.

Question 11

What term refers to the coordination of all a firm's promotional activities to produce a unified, customer-focused message?

A) customer orientation
B) the marketing concept
C) integrated marketing communications
D) comprehensive marketing activities

Question 12

What would be a goal of any integrated marketing communication system?

A) to create a unified message at the lowest possible cost
B) to create a message that will keep the consumer from tuning out
C) to hire an agency to handle each element of the promotional strategy
D) to consolidate the promotional responsibilities within an organization

Question 13

Patricia calls a firm's 1-800 number and expresses her reaction to a recent television ad. What is this an example of?

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

Question 14

In terms of the communications process, to whom are television ads directed?

A) encoders
B) transmitters
C) receivers
D) coders

Question 15

What does teamwork in applying a successful integrated marketing communications program involve?

A) clear definition of the responsibilities of each department in creating the promotional mix
B) in-house resources and outside vendors
C) reorienting employees to put the customer first
D) mutual admiration for the successes of each department in implementing the promotional mix

Question 16

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 favourable attitude that may lead to a future purchase

Question 17

What does the D indicate in the AIDA concept?

A) delivery of the promotional message
B) decoding the message
C) desire for the product being promoted
D) decision to listen to the message

Question 18

From the perspective of the marketing communications process, what do two consumers talking to each other during a television commercial represent?

A) interaction
B) noise
C) decoding
D) coding

Question 19

In communicating a promotional message, what does decoding refer to?

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 20

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 21

What is ordinarily the dominant promotional mix component for unique, highly technical, or custom-made products?

A) trade shows
B) publicity
C) personal selling
D) advertising

Question 22

What is a form of guerrilla marketing whereby a firm relies on social networks to transmit a marketing message?

A) product placement
B) viral marketing
C) ambush marketing
D) database marketing

Question 23

What would be the preferred promotion for markets characterized by a large number of potential customers scattered over a sizable geographic area?

A) advertising
B) personal selling
C) public relations
D) publicity

Question 24

Which of the following is NOT an advertising format?

A) plastic shopping bags that retailers use to hold merchandise purchased by customers
B) TV monitors at grocery stores
C) billboards
D) a sweepstakes for a year of free gasoline

Question 25

Which factor would NOT support the use of personal selling?

A) limited number of buyers
B) standardized products
C) technically complex products
D) option for trade-ins

Question 26

How much of an industrial firm's budget is generally invested in personal selling compared with producers of consumer goods?

A) smaller portion in personal selling than invested in publicity
B) smaller portion in personal selling than invested in advertising
C) approximately equal amounts in personal selling and non-personal selling
D) larger portion in personal selling than invested in advertising

Question 27

Which statement best describes guerrilla marketing?

A) It is a defensive strategy that places counter-advertising in a market targeted against strong competitive products.
B) It is a free promotion initiated by fans, loyal customers, or other interested product users.
C) It is a relatively new approach to promotion that avoids traditional media and attempts to find innovative, low-cost ways to reach a target market.
D) It is any negative campaign against a product or a company because of poor performance, incited by angered consumers who share experiences on blogs and message boards.

Question 28

What is the ideal form of promotion for large, geographically dispersed audiences that will listen to the same message?

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

Question 29

A popular TV morning chat program shows its host and guests drinking coffee from mugs which have been engraved with the logo of a popular coffee chain. What is this an example of?

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

Question 30

What dominates the promotional mixes for low-unit value products?

A) personal selling
B) direct mail
C) advertising
D) telemarketing

Question 31

How does product placement work as a form of nonpersonal selling?

A) a company pays to have products displayed at the ends of grocery store aisles
B) a company pays to have products displayed prominently in a motion picture
C) companies do promotional tie-ins, such as Disney movie toys as incentives in every McDonald's Happy Meal
D) a company positions its TV commercials during prime hours for its target market

Question 32

Which of the following would be considered advertising?

A) point-of-purchase display of gum
B) billboard promoting Honda cars
C) coupon clipped from the newspaper
D) sample of a product left on your doorstep

Question 33

Which of the following is considered to be part of the direct marketing category?

A) telemarketing
B) billboards
C) sponsorship
D) customer service

Question 34

Generally, which component of a firm's promotion mix will be heavily invested in when serving business-to-business customers?

A) advertising
B) publicity
C) public relations
D) personal selling

Question 35

Which of the following is an example of personal selling?

A) banners on websites
B) videoconferencing
C) print ads
D) hoardings

Question 36

Which group of activities is NOT considered to be a form of sales promotion?

A) trade shows, product demonstrations, and displays
B) telemarketing, publicity, and home shopping channels
C) coupons, rebates, and sweepstakes
D) limited-time discounts on consumer products and services

Question 37

What is the oldest form of promotion?

A) product placement
B) personal selling
C) guerrilla marketing
D) ambush marketing

Question 38

What is sales promotion subdivided into?

A) trade and consumer promotion
B) Internet and traditional promotion
C) domestic and international promotion
D) wholesale and retail promotion

Question 39

Which of the following is generally NOT an advantage of guerrilla marketing?

A) It reaches a wide audience.
B) It has low cost.
C) It attracts attention due to its innovation.
D) It is less cluttered with competitors trying to do the same thing.

Question 40

What element of the promotional mix is the most expensive (cost per contact)?

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

Question 41

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

A) retentive
B) informative
C) reminder
D) promotional

Question 42

What is product advertising designed for?

A) selling a particular good or service
B) promoting a concept, idea, or philosophy
C) providing information as to the geographic location-seeking firm
D) increasing awareness of the goodwill for a firm, person, or government agency

Question 43

What is an outcome of the interactive characteristic of direct marketing?

A) development of databases with wide market segments
B) tailoring of individual responses by marketers to meet consumers' needs
C) easy assessment of a consumer's feelings towards a call to action to purchase the product
D) building of relationships with existing customers but not new consumers

Question 44

Which of the following would typically NOT be an example of direct mail promotion?

A) catalogue from IKEA advertising a special offer on office furniture
B) promotional DVD sent by a family vacation resort
C) reminder postcard sent to a car owner offering 15 percent off the cost of an oil change
D) advertisement in the newspaper

Question 45

What type of advertising is often used to promote a product in the introductory stage of the product life cycle?

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

Question 46

What type of advertising is Advil using when it advertises that it contains more pain reliever than Tylenol?

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

Question 47

Global Solutions Inc., an IT firm, regularly organizes meetings for its shareholders to update them on the firm's performance and achievements. What is this is an example of?

A) guerrilla marketing
B) sales promotion.
C) a product placement program
D) a public relations program

Question 48

What is the name for non-product advertising used by a profit-seeking firm?

A) cause
B) institutional
C) informative
D) corporate

Question 49

Which statement is NOT considered to be an advantage of celebrity testimonials?

A) Using a celebrity in an advertisement is a way to break through the clutter and capture the consumer's attention.
B) Celebrities provide a marketing bridge to capture the attention of consumers of other cultures domestically or internationally.
C) The more visibility a celebrity receives through product endorsements, the more valuable he or she is to marketers.
D) Consumers look at the product in a new way because the endorsement of the celebrity is seen as credible in their eyes.

Question 50

Coke and Pepsi feature nearly three dozen movie stars, athletes, musicians, and television personalities as spokespeople in their effort to increase cola sales. What is this called?

A) comparative advertising
B) advocacy statements
C) celebrity testimonials
D) cooperative advertising

Question 51

What is one of the advantages of the direct mail medium?

A) It offers the ability to reach a broad target market.
B) The per-reader cost is less expensive than other types of advertising.
C) Response rates are measurable and higher than other types of advertising.
D) There is less chance of being misled by the message or source of the message.

Question 52

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home. Purolator advertises the new service on TV and in magazines. What are these ads examples of?

A) product advertising
B) institutional advertising
C) reminder advertising
D) persuasive advertising

Question 53

What is the goal of persuasive advertising?

A) It reinforces the effect of previous promotional activity.
B) It increases demand for an existing good or service, organization, or concept.
C) It develops initial demand for a newly introduced product.
D) It is used primarily in the maturity and decline stages of the product life cycle.

Question 54

What type of advertising is most closely related to public relations?

A) product
B) institutional
C) informative
D) newspaper

Question 55

What do direct marketing and integrated marketing communications have in common?

A) They respond to fragmented media markets and audiences.
B) They succeed when asked to provide standardized products to large target markets.
C) They benefit from the increasing size of network broadcast audiences.
D) They cannot effectively use databases to target specific markets.

Question 56

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

A) informative
B) reminder
C) comparative
D) advocacy

Question 57

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes. What are these ads examples of?

A) product advertising
B) reminder advertising
C) institutional advertising
D) persuasive advertising

Question 58

The radio advertisements for Country Fresh Grocers state that the company is the "supermarket to the world." What type of advertising is this considered to be?

A) product
B) institutional
C) informative
D) corporate

Question 59

A manufacturer of a well-known brand of cosmetics is offering buyback allowances to its retailers for its new line of lip colour. What is this an example of?

A) guerrilla marketing
B) product placement
C) trade promotion
D) personal selling

Question 60

By definition, what is the communication objective of advertising?

A) to eliminate noise in the transmission, feedback, and encoding of a message
B) to provide direct customer contact through effective public relations
C) to inform or persuade the members of a particular audience
D) to cut promotion costs and decrease the cost of reaching each consumer

Question 61

What is an advantage of interactive marketing?

A) It provides information on one product only.
B) It is closer to nonpersonal selling.
C) It places the advertiser in control of the flow of information.
D) It provides consumers with more information in less time.

Question 62

For what medium is the lack of flexibility the biggest disadvantage compared to other media?

A) television
B) radio
C) newspapers
D) magazines

Question 63

What part of an ad serves to inform, persuade, and stimulate buying action?

A) body copy
B) headline
C) illustration
D) signature

Question 64

The end of an ad may contain a name, address, website address, logo, or any other company symbol. What is this element called?

A) slogan
B) sign-off
C) tag line
D) signature

Question 65

Which of the following advertising mediums dominates local markets?

A) newspapers
B) network television
C) cable television
D) radio

Question 66

Which of the following is NOT an example of an interactive advertising method?

A) the Internet
B) electronic kiosks
C) text messaging
D) direct mail

Question 67

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers. What appeal is being used in this commercial to motivate the viewer to action?

A) objective facts
B) humour
C) sex
D) fear

Question 68

Which of the following is NOT an advantage of television as an advertising medium?

A) mass coverage
B) repetition
C) flexibility
D) low cost

Question 69

Which type of ad typically loses its effectiveness the soonest?

A) fear
B) sex
C) humour
D) objective facts

Question 70

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen. What is this recent development in Internet advertising called?

A) interstitial
B) advergame
C) missile
D) product placement

Question 71

Compared with broadcast networks, what kind of target audience does advertising on cable give marketers access to?

A) smaller target audiences
B) more broadly defined target audiences
C) more narrowly defined target audiences
D) much larger target audiences

Question 72

What is one of the fastest-growing media alternatives because it can provide immediate information and entertainment at home, at work, and in the car?

A) newspaper
B) magazine
C) radio
D) outdoor advertising

Question 73

What are either online games created by marketers to promote their products to targeted audiences in an interactive way or product placements inserted into online video games called?

A) interstitials
B) missiles
C) advergames
D) pop-ups

Question 74

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season. The television ad benefits both companies. What type of advertising is this an example of?

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

Question 75

What does a series of related but different ads that use a single theme and appear in different media within a specified time period signify?

A) advertising campaign
B) fantasy script
C) special promotion
D) advertising message

Question 76

Which task is NOT necessary for successful advertisement?

A) gaining attention and interest
B) offering the consumer an entertaining message
C) informing and/or persuading
D) eventually leading to a purchase or other desired action

Question 77

What ability of an advertisement does "cutting through the clutter" refer to?

A) informing the audience of the concepts the advertiser wishes to communicate
B) leading to a purchase or other desired action
C) gaining the attention and interest of the audience
D) applying persuasive pressure to the audience

Question 78

What is the most common style of Internet advertising?

A) interstitial
B) banner
C) missile
D) pop-up

Question 79

What is the most intrusive form of online advertising, which allows ads to be shown on users' screens through the use of software downloaded to their computers without their consent?

A) adware
B) advertorial
C) missile
D) product placement

Question 80

According to studies, what kind of advertisements do consumers respond to with suspicion?

A) retail source advertisements
B) retail shopping experience advertisements
C) retail message advertisements
D) retail price advertisements