Deck 1: Integrated Marketing Communications

Question 1

Ron Jon Surf Shop's failure to effectively create cooperative advertising tie-ins hurt the company's sales in the 1990s.

Answer 1

False

Question 2

The Ron Jon Surf Shop logo has helped increase brand recall.

Answer 2

True

Question 3

The people who develop advertisements and promotional campaigns are called creatives.

Answer 3

True

Question 4

Brand managers,creatives,and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment.

Question 5

Current thinking in marketing is that engaging with consumers is the most important ingredient in a successful communications program.

Question 6

A brand manager is the individual who oversees a line of products on behalf of an advertising agency.

Question 7

Companies that use advertisements to send messages to customers are the senders in a communications model.

Question 8

When a customer smells a perfume sample in a magazine while reading an ad,decoding is taking place.

Question 9

Televisions sets and billboards are examples of senders in the communication process.

Question 10

The actual purchase of a product or a complaint about a good or service is feedback in the communications model.

Question 11

Communication is defined as transmitting,receiving,and processing information.

Question 12

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Question 13

Typically,advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

Question 14

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Question 15

Decoding occurs when the message is interpreted by the receiver.

Question 16

The push for accountability is being driven by chief executive officers,brand managers,creatives,and account managers.

Question 17

Companies are cutting expenditures on traditional media and are now moving to nontraditional or alternative media.

Question 18

The process of creating television commercials,print ads,and retail coupons are examples of encoding.

Question 19

When an advertising creative takes an idea and transforms it into an ad,the process is known as encoding in a communications model.

Question 20

In recent years,the nature of the job of advertising account executive has changed due to new pressures for accountability.

Question 21

The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.

Question 22

The budget preparation stage of a marketing analysis focuses on finding company strengths and weaknesses and environmental opportunities and threats.

Question 23

The fourth and final stage of IMC development,according to the American Productivity & Quality Center,occurs when the organization uses customer data information and insights to assist corporate strategic planning.

Question 24

The largest category of online retail sales in the United States is music and videos.

Question 25

Trade promotions include contests,incentives,vendor support programs,and other fees and discounts that help the manufacture push the product through the channel.

Question 26

Data-driven marketing programs include permission marketing,frequency marketing,and E-active marketing.

Question 27

The first step to preparing an integrated marketing plan is a situational analysis in which the marketing team identifies problems and opportunities.

Question 28

Today,purchase-behavior predictions of consumers are more precise due to the development of the Internet.

Question 29

Promotional tools include trade promotions,consumer promotions,database marketing,personal selling,and advertising.

Question 30

In addition to the traditional elements of advertising,sales promotions,and personal selling promotions now also includes activities such as database marketing,direct marketing,sponsorship marketing,Internet marketing,guerrilla marketing,and alternative marketing.

Question 31

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world,which increases competitive forces.

Question 32

The term E-active marketing is used to summarize the various activities associated with the Internet.

Question 33

The second step in developing an integrated marketing plan,following the identification of problems and opportunities,is to define primary marketing objectives.

Question 34

Susan researches car stereos on the Internet and by visiting Best Buy.This is an example of a shift in power to the retailer.

Question 35

According to the American Productivity & Quality Center,the first stage in developing an integrated marketing communications system is to identify,coordinate,and manage all forms of marketing communication.

Question 36

An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.

Question 37

Coca-Cola's consistent use of the same logo,theme,and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Question 38

One form of noise in the marketing communication process is multitasking,which is doing something else at the same time an ad is being viewed.

Question 39

Knowing how to reach purchasing managers and other decision makers within target businesses is a critical element in the development of a totally integrated communications plan.

Question 40

According to the American Productivity & Quality Center,the second stage in developing an integrated marketing communications system,following the identification,coordination,and management of all communication forms, is to bring information technology to the forefront.

Question 41

The individual who is responsible for a specific brand or line of products is the:

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 42

When retailers hold stronger channel power than manufacturers and control the flow of merchandise to consumers,manufacturers must invest in consumer promotions to encourage retailers to stock and to push the manufacturer's brand.

Question 43

Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.

Question 44

In the past Bruce bought Kleenex brand tissues,but has now decided that all of tissues brands are pretty much the same.This is an example of brand parity.

Question 45

An advertising agency is told a campaign should result in a 20% increase in sales.This is an example of:

A) marketing myopia
B) standardization
C) adaptation
D) accountability

Question 46

An account executive's duties include:

A) preparing a database
B) development of an overall strategic communication plan
C) preparing the actual advertisements
D) product development and applications

Question 47

Ron Jon Surf Shop's sales increased when the company became involved in:

A) snow skiing
B) cooperative programs with other swimwear and beach sport companies
C) eliminating unprofitable locations
D) surf board manufacturing

Question 48

Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.

Question 49

Brand loyalty has steadily increased over the last decade.

Question 50

Television is becoming a more effective mass media outlet for advertising because so many more people own sets and have access to cable as well as satellite.

Question 51

A Web site is not considered a contact point because the consumer and the company employee talking to the consumer can both remain anonymous.

Question 52

The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.

Question 53

Ron Jon Surf Shop's marketing team used each of the following marketing tactics except:

A) sponsorship of professional surfing contests with beachwear manufacturers
B) sponsorship of "End of Summer Skateboard Contest" in Florida
C) developing an 11-page advertisement in Sports Illustrated swimsuit issue
D) developing a cooperative agreement with Chrysler Corporation to create a limited edition of the Ron Jon PT Cruiser

Question 54

A Globally Integrated Marketing Communications plan creates a standard message across all cultures.

Question 55

One reason for the decline in brand loyalty is the growing acceptance of private brands.

Question 56

In the running shoe industry,the greatest market share is held by Nike.

Question 57

Today's consumers have a variety of choices regarding where they can obtain information about a brand.

Question 58

Marketing account executives are facing increasing pressures related to:

A) accountability
B) affordability
C) accessibility
D) applicability

Question 59

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefit and are of equal quality.

Question 60

All of the following are marketing communication trends that have emerged during these turbulent times except:

A) accountability
B) rising costs of media space and time
C) changes in tasks performed by all of the players involved in an advertising program
D) explosive development of alternative media

Question 61

Susan just developed a new slogan to use in a company's advertising.Her main job is to think up these ideas and put them into the company's advertising plan.Susan is a(n):

A) account manager
B) brand manager
C) creative
D) media manager

Question 62

A consumer sees a billboard while driving.The billboard is a:

A) creative
B) decoding device
C) transmission device
D) form of feedback

Question 63

When Sean shops for an automobile,which are the senders in the communication process?

A) Honda and Toyota
B) NBC and CSPAN
C) The New York Times and the Chicago Sun Times
D) The Internet and the Web

Question 64

The person reading a magazine advertisement plays which role in the communications model?

A) sender
B) decoder
C) receiver
D) object

Question 65

The individuals who develop the actual advertisements for promotional campaigns are called:

A) account executives
B) brand managers
C) creatives
D) receivers

Question 66

In terms of communication,encoding is:

A) a sales pitch recited by a salesperson
B) the database manager finding a statistical oddity
C) a chat room on the Internet
D) a purchase decision by a consumer

Question 67

A creative's main responsibility is to:

A) compile a database regarding consumer behavior
B) evaluate the marketing plan
C) develop advertisements and campaigns
D) receive marketing messages from various sources

Question 68

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention.Instead,marketing communication now means

A) finding alternative media that can effectively communicate with consumers
B) holding advertising agencies and creatives accountable for results
C) moving marketing and advertising functions in-house rather than using an advertising agency
D) finding ways to engage with and interact with consumers

Question 69

The individual in charge of Tide,Bold,and Cheer at Procter & Gamble would be the:

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 70

In terms of the communication process,a creative preparing an ad is most likely going to be involved in:

A) encoding
B) transmission
C) decoding
D) noise or clutter

Question 71

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them.In a communication model,these individuals are:

A) senders
B) decoders
C) receivers
D) subjects

Question 72

When a message is being heard or seen by a consumer,what is taking place?

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

Question 73

The individual most likely to work for the company that produces the product is a(n):

A) agency account executive
B) brand manager
C) media buyer
D) media planner

Question 74

Companies are shifting advertising dollars to Web sites such as Facebook,MySpace,and YouTube.This is an example of the current trend of:

A) greater accountability
B) a shift in responsibility of individuals involved in advertising
C) greater use of alternative media
D) greater use of database marketing

Question 75

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

A) sending
B) encoding
C) transmission
D) filtering out noise

Question 76

The person or group who wishes to convey a message is which element of the communication process?

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

Question 77

In terms of a communications model,the sender is:

A) the company seeking to sell a product
B) a television set
C) the consumer viewing an ad on the Internet
D) a consumer ignoring an ad in a newspaper

Question 78

In the communication process,the items that carry the message from the sender to the receiver are:

A) encoding processes
B) decoding processes
C) transmission devices
D) feedback devices

Question 79

Preparing ad copy is which part of the communication process?

A) decoding
B) situational analysis
C) encoding
D) filtering out noise

Question 80

A person smells the fragrance of a perfume attached to a magazine advertisement.What is taking place?

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