Deck 14: Integrated Marketing Communication

Question 1

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
What does the promotional mix consist of?

A)advertising,publicity,direct marketing,and personal selling
B)advertising,product,promotion,and place
C)advertising,personal selling,sales promotion,and public relations
D)advertising,telemarketing,public relations,and sales promotions

Answer 1

C

Question 2

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
Refer to The North American Plastics Council.The council has set out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.What is the name for this plan?

A)a promotional strategy
B)a tactic for communication
C)a mass aggregation strategy
D)a communication objective

Answer 2

A
A promotional strategy is a plan for the optimal use of the elements of the promotional mix.

Question 3

Every year,the Discovery Channel has what it calls Shark Week,a weeklong marathon of programs on sharks.In New York,Discovery Channel street teams disguised as Surfers,Bight University faculty,and Bight University "chewleaders" will attack city streets in July visiting morning TV shows,landmarks,and high-traffic areas to promote the series.What would an article in The New York Times on Shark Week and the Discovery Channel's street teams be an example of?

A)a sales promotion
B)publicity
C)advertising
D)a personal sales presentation

Answer 3

B
Publicity is public information about a company,product,or issue appearing in the mass media as a news item.

Question 4

Which of the following is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition?

A)competitive advantage
B)marketing mix
C)special benefit
D)promotional plan

Question 5

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
What is the collective name for the four major promotional tools (advertising,personal selling,sales promotion,and public relations)?

A)the communication model
B)the advertising model
C)the marketing mix
D)the promotional mix

Question 6

Protons are a new,poppable snack made with super-crunchy tofu.They are organic,vegan,and cholesterol-free bite-sized nuggets that come in both sweet and savoury flavours: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.
Refer to Protons.Which elements of the promotional mix would be most useful in attracting attention to this new snack food?

A)advertising and direct marketing
B)direct marketing and personal selling
C)public relations and direct marketing
D)advertising and public relations

Question 7

To increase its revenues,Air Canada has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages.
Refer to Air Canada.In terms of the promotional strategy,what will the air-sickness bags be used for?

A)implicit communications
B)publicity
C)sales promotion
D)advertising

Question 8

What is the term for communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response?

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

Question 9

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
According to its website,Old Navy shows the spirit and optimism of its clothes through the use of its new "spokesdog" Paco,a shaggy,free-spirited canine.In terms of its one-way communication strategy,how will Old Navy use Paco to reach a large number of people at one time?

A)it its public relations
B)it its advertising
C)it its implicit communications
D)it its personal selling presentations

Question 10

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
Which of the following is any form of sponsor-identified,impersonal paid mass communication?

A)advertising
B)publicity
C)facebook promotion
D)nonpaid communication

Question 11

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." What is the product communicating with promotion?

A)its marketing mix
B)its competitive advantage
C)its researchable objective
D)its promotional theme

Question 12

Which of the following statements best describes advertising?

A)The signs on the outsides of buses and taxis are not a form of advertising.
B)The cost per contact in advertising is low.
C)Innovative media are not used in advertising.
D)Advertising is any form of communication in which the sponsor is identified.

Question 13

Protons are a new,poppable snack made with super-crunchy tofu.They are organic,vegan,and cholesterol-free bite-sized nuggets that come in both sweet and savoury flavours: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.
Refer to Protons.What do Protons' features give the new product?

A)its differential parity
B)its synergistic goal
C)its competitive advantage
D)its comparative benefit

Question 14

Which marketing function evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding?

A)public relations
B)advertising
C)implicit communications
D)personal selling

Question 15

What is the main function of a promotional strategy?

A)to convince the target customers that a firm's products offer competitive advantages over those of its competition
B)to provide the firm with research information about the success of its marketing effort
C)to create efficient distribution channels
D)to guarantee control over the length of the stages of the product life cycle

Question 16

To increase its revenues,Air Canada has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages.
Refer to Air Canada.What would be the most effective promotional method for Air Canada to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travellers on each of its flights?

A)personal selling
B)direct advertising
C)sales promotions
D)publicity

Question 17

In 2006,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show Kidnapped.Which of the following described the television network's plan on how to use these tools most effectively?

A)a promotional strategy
B)a selling plan
C)a marketing mix
D)strategic goals

Question 18

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.What is Rosarita developing?

A)a promotional strategy
B)a set of promotion goals
C)a marketing mix
D)a communication mix

Question 19

People who love to fish prefer Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt.Advertising for Magic Lures emphasizes how its lures,unlike others,are all handcrafted.What are they?

A)publicity objective
B)marketing differentiator
C)competitive advantage
D)sales promotional theme

Question 20

The North American Plastics Council wants to create more consumer demand for products that are packaged in plastic.
Refer to The North American Plastics Council.It will place ads in consumer magazines to,it is hoped,cause customers to ask retailers to carry more products packaged in plastic.Which type of strategy is the North American Plastics Council planning to use?

A)kinetic
B)pull
C)inertia
D)push

Question 21

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites.
Refer to Bag Media.When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags,what was it an example of?

A)feedback
B)noise
C)indirect transmission
D)nonverbal communication

Question 22

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites.
Refer to Bag Media.What is the company rep engaged in?

A)telemarketing selling
B)interpersonal communication
C)mass communication
D)crowd selling

Question 23

Interpersonal communication is which of the following?

A)nonpaid information such as publicity
B)paid communication placed in personal media
C)direct face-to-face communication between two or more people
D)words spoken between two people

Question 24

Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other?

A)implicit communication
B)personal selling
C)mass communication
D)synergistic communication

Question 25

Which of the following consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows?

A)sales promotion
B)publicity
C)personal selling
D)advertising

Question 26

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops.To find clients to advertise on the coffee cup jackets,the company sent a representative to companies like Warner Brothers,eBay.com,and The Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers.How can Java Jacket's activities best be described?

A)as mass communication
B)as implicit communication
C)as personal selling
D)as relationship selling

Question 27

Which of the following statements best describes sales promotions?

A)Public relations cannot effectively be used with sales promotions.
B)Sales promotion is a type of direct marketing.
C)Trade shows,coupons,premiums,and vacation giveaways are types of sales promotions.
D)All sales promotions must be aimed outside the organization.

Question 28

The Steel Recycling Institute (SRI)is an industry association that promotes and sustains the recycling of all steel products.An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of which of the following?

A)direct selling
B)publicity
C)event marketing
D)direct mail

Question 29

What is a $1-off coupon for Colgate toothpaste a form of?

A)public relations
B)sales promotion
C)personal selling
D)advertising

Question 30

What is communication to large audiences,usually through a medium such as television or a newspaper called?

A)mass communication
B)feedback-proof communication
C)referential communication
D)public communication

Question 31

What is public information about a company,good,or service appearing in the mass media as a news item?

A)personal selling
B)advertising
C)publicity
D)sales promotion

Question 32

Wine lovers visit the Summerhill Pyramid Winery in the Oakanagan to look at the grapes on the vines,taste wine,and often ride bicycles through the Okanagan.Often there are biking and running events,with many people celebrating the new wines.In terms of a promotional mix,what is this celebration of wine,people,and exercise an example of?

A)advertising and personal selling efforts
B)strategic product promotions and resulting sales
C)sales promotion efforts
D)a public relations strategy and resulting publicity

Question 33

GM recently unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select GM full-size utility and mid-size cars.This is designed to stimulate consumer buying.What is it called?

A)a sales promotion
B)a public relations activity
C)an implicit communication
D)personal selling

Question 34

While talking to Mr.and Mrs.Knighton,the appliance salesperson described the refrigerator as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues can be best described as which of the following?

A)They create subservient selling.
B)They create differential disadvantages.
C)They are part of how he communicated to the Knightons.
D)They will not affect interpersonal communications.

Question 35

During the summer of 2006,Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest.What was this an example of?

A)a sales promotion
B)publicity
C)advertising
D)a personal sales presentation

Question 36

What are the two major categories of communications?

A)verbal and nonverbal
B)long term and short term
C)mass and interpersonal
D)informative and persuasive

Question 37

Which of the following best describes publicity?

A)It is free communication.
B)It is not persuasive with customers.
C)It has to be purchased from the mass media.
D)It has many internal costs to the company associated with it.

Question 38

Which of the following is an advantage a firm using mass communication might experience?

A)ability to assess customer reactions to the promotion immediately
B)less clutter from competitors' messages
C)ability to know exactly who is receiving the message
D)lesser expense on a per-person-exposed basis

Question 39

Global Television uses billboard,television,magazine,and newspaper advertising to inform television viewers about new episodes of popular television series.Which type of communication does Global use?

A)referential
B)mass
C)factual
D)interpersonal

Question 40

What is term for the process by which we exchange or share meanings through a common set of symbols?

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

Question 41

What is a channel in communication?

A)the only source of noise
B)usually an ad agency or public relations firm
C)someone who places advertising into media
D)any communication medium

Question 42

What is the term for anything that interferes with,distorts,or slows the transmission of information?

A)media communication
B)feedback
C)static
D)noise

Question 43

The receiver's response to a message is which of the following to the source?

A)decoded
B)noise
C)feedback
D)static filled

Question 44

Who is the originator of the message in the communication process?

A)the communicator
B)the encoder
C)the channeller
D)the sender

Question 45

Campbell soup has been promoted with television commercials,radio spots,newspaper coupons,and magazine advertisements.In the communication process,what did these media served as for transmitting the message?

A)decoders
B)encoders
C)channels
D)receivers

Question 46

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,and a website to promote benefits of the dog food.In terms of the communication process,what did Alpo use?

A)several different source of feedback
B)several different channels
C)several different encoders
D)several different decoders

Question 47

What is the term for the interpretation of the language and symbols sent by the source through a channel?

A)encoding
B)perceiving communication
C)decoding
D)channelling

Question 48

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers.Because it created the ad itself and did not use an ad agency,what did Frank's RedHot sauce engage in?

A)channelling
B)creating noise
C)receiving
D)encoding

Question 49

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,what did the game serve as for transmitting the message?

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

Question 50

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with watching where the police car went that she missed seeing the mall's billboard.In terms of the communication process,what did the police car act as?

A)implicit communication
B)static
C)explicit communication
D)noise

Question 51

For its new Jeep Compass,Chrysler has launched a new campaign targeting young hip consumers.To reach its target,Jeep's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.
Refer to Chrysler.These communications are directed at the individuals who will decode the message.What are they?

A)senders
B)receivers
C)encoders
D)channels

Question 52

What does the communication process consist of?

A)message,media,and transmittal
B)source,receiver,and channel
C)encoding,decoding,channel,sender,and receiver
D)comprehension,noise,and feedback

Question 53

For communication to be effective which of the following should happen?

A)Marketing managers should use both interpersonal and mass communications.
B)Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.
C)Marketers advertising messages should be general enough to cover all ages,social classes,and education levels.
D)Marketers should use televised instead of print communication.

Question 54

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,what role does Meridian play?

A)channel
B)noise filter
C)receiver
D)sender

Question 55

For its new Jeep Compass,Chrysler has launched a new campaign targeting young hip consumers.To reach its target,Jeep's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.
Refer to Chrysler.Which role is the ad agency acting?

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

Question 56

What is encoding?

A)the creation of the original ideas and thoughts of a message
B)the conversion of the sender's ideas and thoughts into a message
C)the transmission of a message
D)the deciphering and understanding of a message

Question 57

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Saturday coupon supplement by phoning the Danbury Mint and placing her order.In terms of the communication process,what was Vera's purchase an example of?

A)feedback
B)noise
C)channelled communication
D)message encoding

Question 58

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements,and the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

A)The channel is hindered.
B)Noise is interfering with both encoding and decoding.
C)The wrong medium has been used.
D)The sender and receiver do not share overlapping frames of reference.

Question 59

Which of the following is the conversion of the sender's ideas and thoughts into a message?

A)development
B)processing
C)decoding
D)encoding

Question 60

For its new Jeep Compass,Chrysler has launched a new campaign targeting young hip consumers.To reach its target,Jeep's advertising agency is using music,talking bobbleheads,and other nontraditional marketing tactics to capture consumers' interest.The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers.
Refer to Chrysler.Which role is Chrysler playing in this communication process?

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

Question 61

Which of the following statements best describes the characteristics of the elements in the promotional mix?

A)The speed of feedback is delayed in sales promotion,advertising,and personal selling.
B)Message flexibility is greatest with advertising.
C)The message flow is two-way in public relations,sales promotions,and personal selling.
D)The most feedback is available with personal selling.

Question 62

Which of the following outlines a sequential four-step process for achieving promotional goals?

A)the communication model
B)the hierarchy of impacts
C)the AIDA concept
D)Maslow's hierarchy of needs

Question 63

What are the three basic tasks of promotion?

A)informing,persuading,and convincing
B)persuading,convincing,and reminding
C)informing,persuading,and reminding
D)persuading,comparing,and reminding

Question 64

Which type of promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle?

A)influence
B)amusement
C)persuasive
D)reminder

Question 65

Informative promotion is generally used in which of the following situations?

A)When memory stimulus is needed.
B)During the early stages of the product life cycle.
C)During an attempt to gain the immediate action of a consumer.
D)When advertising a simple,nontechnical,mature product.

Question 66

When does persuasion normally become the primary promotion goal?

A)when trying to increase brand awareness
B)when the product enters the growth stage of the product life cycle
C)when selling a highly technical product
D)when reminding consumers where to buy the product

Question 67

Which of the following is one of the basic tasks typically performed by promotion?

A)managing
B)organizing
C)rewarding
D)persuading

Question 68

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.What did SingTel use to communicate with its consumers?

A)a corporate blog
B)an interactive website
C)narrowcasting
D)a market concentration strategy

Question 69

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.What is the goal of promotion developed for this new healthy alternative beverage for children?

A)to inform
B)to remind
C)to prompt
D)to influence

Question 70

Which of the following statements best describes the characteristics of the elements in the promotional mix?

A)Control over message content is greatest when public relations is used.
B)The fastest feedback occurs with personal selling.
C)The mode of communication for sales promotion is usually direct and personal.
D)The message flow with advertising is two-way.

Question 71

GM is using blogging to communicate with customers online.GM's vice chairman Bob Lutz-an auto industry veteran and the company's director of product development-began a blog about the company in 2005.Once readers realized it really was Lutz and not an advertising ploy,they quickly warmed to the idea and appreciated his candid comments about GM and its competition.What is this an example of?

A)a corporate blog
B)an interactive website
C)narrowcasting
D)a market concentration strategy

Question 72

When Heinz introduced its ketchup globally,it first had to deal with the fact ketchup is not a household staple outside North America.Heinz had to show foreign users how ketchup can be used.Globally,which type of advertising had Heinz had to primarily rely primarily on?

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

Question 73

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine.Which type of format is it likely to use because the product is so technical?

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

Question 74

What does AIDA stand for?

A)attitude,interest,demand,activity
B)attention,interest,desire,action
C)avoidance,interest,desire,acceptance
D)attitudes in developing acquisitions

Question 75

Innovyx is an email marketing service provider.It has a new ad campaign aimed at changing negative perceptions of email.The ads explain how much cheaper email advertising is than traditional advertising and the high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies that want to promote their products give email a chance to show them what it can do.What does this promotion do?

A)persuade
B)inform
C)remind
D)reward

Question 76

For many years Canadians have loved their Tim Horton's coffee.Recently,Tim Hortons has expanded its menu.The company has run advertisements that tell consumers "there is always time for Tim Hortons".Which type of promotion is Tim Hortons using?

A)influence
B)amusement
C)informative
D)reminder

Question 77

When Becca saw an ad,she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice.In terms of the communication process,Becca did which of the following?

A)correctly encoded the message
B)created a longer than normal communication channel
C)improperly decoded the message
D)had no feedback

Question 78

What is the goal of persuasive promotion?

A)to stimulate a purchase or other action
B)to describe available services
C)to remind the consumers of where to buy the product
D)to maintain top-of-mind consumer awareness

Question 79

The North American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will explain how plastics protect families from food spoilage and contamination.The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance.By trying to change customers' perception of plastic packaging,which type of promotion is the council using?

A)reminder
B)persuasive
C)mass
D)diffusive

Question 80

Hasbro,Inc. ,has hired actress Jamie Lee Curtis as its new spokesperson to promote the company's board games.As part of the campaign,Curtis will appear in TV spots dressed as characters from various Hasbro games such as Battleship,Monopoly,and Clue to promote the games as great Christmas gifts to parents who played the games as children.What is the purpose of this promotion?

A)to influence consumers to switch to Hasbro games
B)to act as a reminder advertisement
C)to persuade nonplayers of games to try them
D)to act as a persuasive device for the product category