Question 1

Which of the following is not a tenet of integrated marketing communications:&#10;A) developing profitable customer relationships&#10;B) stimulating increased one-off sales transactions&#10;C) enhancing stakeholder relationships&#10;D) developing a cross-functional process

Accepted Answer

Integrated marketing communications is focused on developing profitable customer relationships, enhancing stakeholder relationships, and developing a cross-functional process. The goal is not to stimulate increased one-off sales transactions, but rather to build long-term customer loyalty and repeat business.

Question 2

The underlying purpose of all marketing communication is to:&#10;A) please all stakeholders&#10;B) stretch the budget&#10;C) achieve brand awareness&#10;D) reinforce the brand identity

Accepted Answer

The main purpose of marketing communication is to reinforce the brand identity. This includes promoting the brand, building brand awareness and loyalty, and communicating the brand's value proposition to the target audience. Ultimately, the goal is to create a strong and recognizable brand that can differentiate itself from its competitors and build a lasting relationship with its customers. While pleasing stakeholders and stretching budgets may be important goals, they are not at the core of marketing communication.

Question 3

Which of the following is an example of a covert induced image agent in Gartner's (1993) typology?&#10;A) Word of mouth from a significant other&#10;B) An advertorial using a celebrity endorsement&#10;C) Direct marketing&#10;D) Highway billboard advertising

Accepted Answer

A covert induced image agent involves the use of subtle persuasion techniques to influence a consumer's perception of a product or brand. An advertorial using a celebrity endorsement fits this description as it presents itself as editorial content while also using a celebrity endorsement to influence the reader's perception. Word of mouth from a significant other would not be considered covert, while direct marketing and highway billboard advertising are more overt forms of advertising.

Question 4

Relationship marketing is underpinned by which of the following proposition?&#10;A) Communicating with previous visitors is more efficient than traditional advertising&#10;B) We know half of our advertising works, but we don't know which half&#10;C) It cost 100 times more to attract new customers than retain existing customers&#10;D) Satisfied visitors will always return

Accepted Answer

Relationship marketing emphasizes the importance of maintaining communication with previous customers, as it is often more efficient and cost-effective than traditional advertising methods.

Question 5

A major challenge for DMOs wanting to engage in relationship marketing is:&#10;A) not having access to visitors contact details&#10;B) lack of funds for marketing research&#10;C) the rise of short break holidays&#10;D) lack of interest from stakeholders

Accepted Answer

Relationship marketing relies on being able to communicate and engage with visitors on a personal level, which requires access to their contact details. Without this information, it can be difficult for DMOs to implement effective relationship marketing strategies.

Question 6

The concept of cooperating to compete is important for destination due to:&#10;A) scarce financial resources&#10;B) stakeholders are mostly small businesses&#10;C) one bad service encounter can spoil the entire destination experience&#10;D) All of the above

Accepted Answer

All of the above reasons contribute to the importance of cooperating to compete in destination management. With limited financial resources, it is essential for stakeholders in a destination to work together to market and promote the area effectively. Additionally, many stakeholders in a destination are small businesses that rely on each other to attract visitors and compete with larger destinations. Finally, one negative experience with a service provider can harm the reputation of the entire destination, making it crucial for stakeholders to work together to provide consistently high-quality experiences for visitors.

Question 7

The concept of message synergy means marketing communications messages should:&#10;A) be kept brief&#10;B) be consistent across different media&#10;C) be different to competitors&#10;D) All of the above

Accepted Answer

Message synergy means that marketing messages should be consistent across different media. While keeping messages brief and differentiating from competitors are important, they are not the focus of message synergy.

Question 8

The first stage in DMO advertising campaigns is to:&#10;A) set the budget&#10;B) sign up sufficient joint venture stakeholders&#10;C) set the objectives&#10;D) select the media

Accepted Answer

The first stage in DMO advertising campaigns is to set the objectives. This is because the objectives will guide the selection of the budget, joint venture stakeholders, and media channels. Without clear objectives, it will be difficult to create an effective advertising campaign.

Question 9

Which of the following represents a DMO joint venture marketing opportunity?&#10;A) The destination visitor guide brochure&#10;B) Operating a stand at a travel expo&#10;C) Overseas sales mission to meet travel intermediaries&#10;D) All of the above

Accepted Answer

All options - the destination visitor guide brochure, operating a stand at a travel expo, and overseas sales mission to meet travel intermediaries - can be utilized as joint venture marketing opportunities for a destination management organization (DMO).

Question 10

Which element of the traditional marketing mix does the DMO exert most control?&#10;A) Price&#10;B) Promotion&#10;C) Product&#10;D) Place

Accepted Answer

The DMO exerts the most control over promotion because they are responsible for advertising and marketing their destination to potential tourists. They can control how the destination is presented, how it is advertised, and which channels are used to reach potential visitors. While they may have some input in the other three elements of the traditional marketing mix, such as the products and services offered, the prices charged, and the distribution channels used, they typically have less control over these factors.

Deck 10: Destination Marketing Communications