Deck 1: Integrated Marketing Communications

Question 1

In the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:

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

Answer 1

A

Question 2

In the communication process, encoding is:

A)a sales pitch recited by a salesperson.
B)the database manager finding a statistical oddity.
C)a social media network.
D)a purchase decision by a consumer.

Answer 2

A

Question 3

In the 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.

Answer 3

A

Question 4

When an individual creating an advertisement takes an idea and transforms it into an ad, the process is known as decoding in a communications model.

Question 5

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

A)Encoding
B)Transmission
C)Decoding
D)Feedback

Question 6

A consumer sees a billboard while driving. The billboard is a(n):

A)encoding device.
B)decoding device.
C)transmission device.
D)form of feedback.

Question 7

Which is an example of feedback in a marketing channel?

A)New product development
B)A customer complaint
C)A decision to begin international operations
D)Removing a product from the market

Question 8

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

Question 9

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

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

Question 10

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 11

The following are examples of communication noise except:

A)driving while listening to the radio.
B)scanning the newspaper for articles to read.
C)scrolling past internet ads without looking at them.
D)examining an advertisement in a magazine.

Question 12

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of:

A)feedback disruption.
B)noise.
C)encoding design.
D)a contact point.

Question 13

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

Question 14

Noise is:

A)anything which carries a message from a sender to a receiver.
B)changing a message to match the specific needs of a target audience.
C)a verbal or nonverbal cue delivered by the sender.
D)anything that distorts or disrupts a message.

Question 15

The key to using social media successfully is:

A)making it compatible with the off-line marketing program.
B)identifying the heavy users of the product.
C)finding the right Facebook fans.
D)using Facebook and Twitter to send separate messages.

Question 16

While browsing the internet, a consumer encounters a new pop-up ad every time a page is opened. This is an example of:

A)advertising effectiveness.
B)perceptual distortion.
C)clutter.
D)brand parity.

Question 17

The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model?

A)Sender
B)Decoder
C)Receiver
D)Object

Question 18

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)A website and social media

Question 19

Julie is explaining an integrated marketing communications program to Michael. In this situation:

A)Julie is a sender and Michael is an encoder.
B)Julie is a receiver and Michael is using a transmission device.
C)Julie is a sender and Michael is a receiver.
D)Julie is a transmission device and Michael is a decoder.

Question 20

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

Question 21

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

A)the marketing plan.
B)the marketing mix.
C)integrated marketing communications.
D)marketing strategy.

Question 22

Televisions carrying advertisements are examples of decoding in the communication process.

Question 23

The first step in IMC planning is:

A)current situational analysis.
B)SWOT analysis.
C)developing marketing strategies.
D)defining primary marketing objectives.

Question 24

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 25

In the marketing mix, where does integrated marketing communications belong?

A)Pricing decisions
B)Product design
C)Promotion
D)Distribution

Question 26

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

Question 27

Integrated marketing communications affects each of the following except:

A)business-to-business market.
B)marketing channel.
C)internally directed communications.
D)competitors' advertising.

Question 28

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

Question 29

Describe the components of the communications model.

Question 30

Describe Lean Cuisine's "Frozen: How Fresh Stays Fresh" campaign using the elements of the communications model.

Question 31

When a customer examines a magazine ad, decoding takes place.

Question 32

Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

Question 33

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

Question 34

In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

Question 35

The marketing mix consists of the product, the price, distribution, and:

A)emotions.
B)promotions.
C)delivery systems.
D)services.

Question 36

What are the steps involved in creating an integrated marketing communications plan?

Question 37

Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step of an IMC plan?

A)SWOT analysis
B)Defining primary marketing objectives
C)Developing marketing strategies
D)Developing marketing tactics

Question 38

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

Question 39

In the IMC planning process, marketing objectives are paired with an understanding of:

A)the SWOT analysis.
B)key target markets.
C)marketing strategies.
D)the implementation process.

Question 40

Traditionally, promotions included each of the following except:

A)advertising.
B)product design.
C)personal selling.
D)sales promotions.

Question 41

Digital marketing seeks to:

A)reach consumers when they are not busy.
B)replace television as the primary method of advertising.
C)create experiences with a brand rather than mere purchases with little or no emotion.
D)decrease the level of brand parity through interactive advertising.

Question 42

Because retailers control shelf purchase and have access to purchase data, retailers determine:

A)what products and brands are placed on stores shelves.
B)what marketing tools manufacturers use.
C)who has the power in the distribution channel.
D)what products manufacturers produce.

Question 43

In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.

Question 44

In terms of integration of media platforms, focusing on completing a task such as looking up a retail store online then using a mobile app to locate the store while driving to it is:

A)content grazing.
B)investigative spider-webbing.
C)social spider-webbing.
D)quantum journey.

Question 45

John is watching a baseball game and accesses the internet to look up stats for one of the players. In terms of integration of media platforms this illustrates:

A)content grazing.
B)investigative spider-webbing.
C)social spider-webbing.
D)quantum journey.

Question 46

The reasons why integrated marketing communication works includes each of the following, except:

A)it streamlines workflow.
B)it connects with multiple audiences.
C)it creates new products.
D)it unifies the company's marketing strategy.

Question 47

Retailers control shelf allocations and have access to purchase data. This means retailers determine:

A)what products and brands are placed on stores shelves.
B)what marketing tools manufacturers use.
C)who has the power in the distribution channel.
D)what products manufacturers produce.

Question 48

Define integrated marketing communications. What makes it different from traditional promotion programs?

Question 49

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

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

Question 50

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

A)digital and alternative communication venues.
B)pull marketing strategies.
C)integrated marketing communication firms.
D)their own marketing departments instead of advertising agencies.

Question 51

Kraft Foods cut traditional advertising dollars and shifted the money to digital media. This illustrates the emerging trend of:

A)emphasis on customer engagement.
B)increases in perception of brand parity.
C)explosion of digital media.
D)integration of media platforms.

Question 52

What are the components of the marketing mix and the promotional activities?

Question 53

Each of the following are trends impacting the use of integrated advertising and marketing communications except:

A)explosion of digital media.
B)increases in perceptions of brand power.
C)changes in channel power.
D)increase in global competition.

Question 54

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

A)digital and alternative communication venues.
B)pull marketing strategies.
C)integrated marketing communication firms.
D)their own marketing departments instead of advertising agencies.

Question 55

In an IMC plan, the current situational analysis process involves examination of the firm's ongoing market situation.

Question 56

Marketing account executives are facing increasing pressures related to:

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

Question 57

Each of the following is a trend impacting the use of integrated advertising and marketing communications except:

A)emphasis on customer engagement.
B)increases in perception of brand parity.
C)increase in channel power by manufacturers.
D)integration of media platforms.

Question 58

In terms of integration of media platforms, looking at two or more screens simultaneously to access content that is not related is:

A)content grazing.
B)investigative spider-webbing.
C)social spider-webbing.
D)quantum journey.

Question 59

Shantell just posted a picture of herself on the beach in Florida to Facebook. She immediately sent a text to her dad and sister to check it out. In terms of integration of media platforms this illustrates:

A)content grazing.
B)investigative spider-webbing.
C)social spider-webbing.
D)quantum journey.

Question 60

Current trends affecting marketing communications include each of the following except:

A)explosion of digital media.
B)emphasis on push marketing strategies.
C)emphasis on accountability and measurable outcomes.
D)integration of media platforms.

Question 61

The advancement of the internet and information technology has caused some market channel power shift to consumers.

Question 62

Each of the following is an example of a customer contact point except:

A)a brand's website.
B)a friend who recommends a brand.
C)a brand's Instagram page.
D)a sales clerk at a retail store.

Question 63

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

Question 64

Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of:

A)a poor quality IMC program.
B)standardization.
C)marketing integration.
D)brand parity.

Question 65

When brand parity exists, consumers base purchases on:

A)advertising effectiveness, social media comments, and brand equity.
B)retail store location, price, and coupon or discount offer.
C)price, availability, promotions or other criteria.
D)information found on the internet or on social media.

Question 66

Forces that impact the field of marketing communication are the emergence of social media and the internet.

Question 67

To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it:

A)is developing additional products.
B)has found new customers to buy products.
C)has new locations.
D)sells superior products.

Question 68

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

Question 69

Buying online from Amazon.com rather than a brick-and-mortar store is an example of:

A)a power shift to the consumer.
B)a power shift to the producer.
C)a decline in the effectiveness of mass media.
D)a new form of wholesaling.

Question 70

In terms of integration of media platforms, social spider-webbing occurs when consumers share content or information across multiple devices.

Question 71

Retailers strive to maintain channel power by controlling shelf space, packaging, prices and purchase data.

Question 72

Many marketing experts believe that the advancement of the internet and information technology has caused a shift in channel power:

A)from producers to wholesalers.
B)away from manufacturers.
C)from retailers to wholesalers.
D)to consumers.

Question 73

The explosion of digital media has led many companies to shift media expenditures from traditional media to price discounts.

Question 74

In terms of integration of media platforms, investigative spider-webbing involves looking at two or more screens simultaneously to access content that is not related.

Question 75

Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.

Question 76

A brand's website, store display, and advertisements are examples of:

A)contact points.
B)marketing plans.
C)promotional programs.
D)marketing objectives.

Question 77

Brand parity is the:

A)perception that there are no real differences between major brands.
B)feeling that most advertising is false.
C)belief that all advertisers say essentially the same thing.
D)idea that brands are distinct and easy to identify.

Question 78

A contact point is:

A)the place where a marketer reaches the production team.
B)the place where the product is packaged or sold.
C)a description of the effects of an advertisement.
D)a place where consumers interact with a company.

Question 79

Consumers spend more time, on the average, watching television than they do in front of other types of screens, such as tablets and computers.

Question 80

The competitive environment is now more:

A)local.
B)global.
C)concentrated.
D)regionalized.