Deck 8: Planning the Brand Storycommunications Strategy

Question 1

Sarah accessed a QR code on her soft drink from a fast food restaurant that allowed her to obtain a free combo meal at the baseball stadium with the purchase of a game ticket.This is an example of a push marketing strategy.

Answer 1

False

Question 2

IMC objectives should be customer-focused.

Answer 2

True

Question 3

Andrew has seen ads for a new branded jacket for the local football team.He goes to his favorite sports store and asks if they sell the jacket.This is an example of a push strategy.

Answer 3

False

Question 4

The term synergy suggest that brand communications are working together toward a shared objective,making brand communications more effective.

Question 5

Social media holds great potential for engaging consumers with a brand and therefore achieving communication objectives.

Question 6

The term audience impact refers to moving customers or prospects through different stages of a relationship with a brand.

Question 7

In terms of meeting the criteria for good marketing communication objectives,measuring the number of coupons redeemed is measurable,but measuring the level of brand awareness would not be measurable.

Question 8

Marketing a sports property requires a heavier emphasis on a push strategy than on a pull strategy.

Question 9

Coordinating and integrating marketing communications is easier if a sports brand does the planning and some of the communications,but hires an advertising agency to create the specific advertisements.

Question 10

It is vital that brand consistency be maintained when sending messages across various types of media.

Question 11

The Coca-Cola Racing Family is more than a promotional tactic,it is a program that brings Coca-Cola and NASCAR fans together in multiple channels,at the race track and away from the race track.

Question 12

For many sports,a new season should be treated like a new product since time has elapsed since the last game of the previous season.

Question 13

An effective pull marketing strategy involves using QR codes that allow consumers to access a special website or promotion offers.

Question 14

As consumers move from knowledge to affinity in the hierarchy model for sports,their relationship with the brand focuses more on feelings and emotions about the brand.

Question 15

A push strategy is based on the ability of brand communications to appeal to the end user to respond positively to the brand.

Question 16

Setting communication and behavioral objectives is done with the understanding that pull strategies are the best at advancing customer relationships from awareness to purchase.

Question 17

Communication objectives lay the foundation for integrated marketing communications to build customer relationships.

Question 18

Integrated marketing communications is defined as the coordination and integration of a firm's domestic and international advertising campaigns.

Question 19

Marketing communications are the voice of the brand.

Question 20

Behavioral objectives seek to connect brand communications to customer responses that can directly or indirectly affect an organization's revenue.

Question 21

How communication messages are crafted (________)and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.

A)creative execution
B)the brand story
C)media planning
D)emotional connection

Question 22

What is the primary benefit to organizations of using IMC as the framework for communications?

A)lower costs
B)elimination of brand parity
C)exposure to the target audience
D)synergy created among different platforms

Question 23

Advertising is not a good method of influencing consumers in the attitude stage of the hierarchy model for sports consumption.

Question 24

Research by Millward Brown and AC Nielsen found that when messages are delivered in two or more media,________ is higher than if only one medium is used.

A)brand awareness
B)brand image
C)brand loyalty
D)brand preference

Question 25

How communication messages are crafted and when they are communicated (________)may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning is to be the same for all channels used.

A)creative execution
B)the brand story
C)media planning
D)emotional connection

Question 26

A combination of internal needs and external forces such as ________ led to the emergence of IMC as a marketing practice in the mid-1990s.

A)declining customer brand loyalty
B)investment accountability
C)global competition
D)the rise of social media

Question 27

How communication messages are crafted and when they are communicated may vary by media channel,but the goal for sending the messages of communicating the brand's position and meaning (________)is to be the same for all channels used.

A)creative execution
B)the brand story
C)media planning
D)emotional connection

Question 28

Strategies particularly well suited with a pull marketing approach are

A)advertising and public relations
B)targeted promotions and direct marketing
C)advertising and sales promotions
D)digital and direct marketing

Question 29

While sports fans may watch and attend multiple sports,they can only develop a preference for one sport.

Question 30

According to the hierarchy model for sports consumption,the knowledge stage forms a vital foundation and is sufficient for many consumers to move to the action phase and try the brand or make a purchase.

Question 31

Social media is highly influential in building brand relevance during the attitude stage of the hierarchy model for sports consumption.

Question 32

Common pull strategy communication approaches include the following except

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

Question 33

In terms of the concept of integrated marketing communications,the brand consists of the following except

A)identity
B)promise
C)image
D)price

Question 34

According to the opening vignette,Coca-Cola's most ambitious sports marketing partnership is with

A)the Olympics
B)FIFA World Cup
C)NASCAR
D)the NFL

Question 35

The long-term financial benefit of loyal customers motivates sports properties to encourage repeat purchases.

Question 36

A(n)________ strategy relies heavily on persuasion to convince channel members to take action.

A)push
B)pull
C)digital
D)experiential

Question 37

A(n)________ strategy is based on the ability of brand communications to appeal to the end user to respond positively to the brand.

A)push
B)pull
C)digital
D)experiential

Question 38

A combination of external forces and internal needs,such as ________,led to the emergence of IMC as a marketing practice in the mid-1990s.

A)competition from global firms
B)aligning brands with promotion mix
C)declining mass media influence
D)media clutter

Question 39

The first-time use of a service or product is called product trial.

Question 40

In terms of a pull strategy,________ is(are)an effective means of communicating information that can engage consumers with a brand and potentially lead to desired actions.

A)sales promotions
B)public relations
C)digital media
D)direct marketing

Question 41

A key element in an IMC program that is used to execute a push strategy is

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

Question 42

Multiple research studies on the motivation for attending sporting events have found that ________ is(are)one of the least influential factors.

A)sponsorships
B)sales promotions
C)direct marketing
D)advertising

Question 43

The first step in the hierarchy of effects model is

A)preference
B)liking
C)awareness
D)knowledge

Question 44

The second step in the hierarchy of effects model is

A)preference
B)liking
C)awareness
D)knowledge

Question 45

Criteria for a good IMC objective include the following except

A)specific
B)time frame
C)measurable
D)cost

Question 46

Based on the criteria for effective IMC objectives,which of the following would be considered the best?

A)Increase the number of multi-game ticket packages sold by 100 by the beginning of the season.
B)Increase the number of full-season ticket holders by 50.
C)Increase brand awareness in our target market by October 1.
D)Increase the number of sponsorships significantly within the next 90 days.

Question 47

Behavioral objectives designed to impact revenue directly can best be accomplished through

A)social media
B)sales promotions
C)advertising
D)sponsorships

Question 48

With a push marketing strategy,the two primary areas of a sports property that involve personal selling are

A)experiential events and season tickets
B)sponsorships and public relations
C)game tickets and sponsorships
D)direct marketing and digital marketing

Question 49

The fourth step in the hierarchy of effects model is

A)preference
B)liking
C)conviction
D)purchase

Question 50

The sixth step in the hierarchy of effects model is

A)preference
B)liking
C)conviction
D)purchase

Question 51

Which term refers to objectives that connect brand communications to customer responses that can be directly or indirectly measured?

A)visionary objectives
B)communication objectives
C)behavioral objectives
D)tactical objectives

Question 52

Brandon is the marketing manager for a local fitness center.All of the following are good ways to build awareness and engage people with the fitness center to achieve communication objectives except

A)social media
B)sales promotions
C)advertising
D)sponsorships

Question 53

The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision."Thinking" corresponds to the stages of

A)awareness and knowledge
B)knowledge and liking
C)liking and preference
D)preference and conviction

Question 54

The third step in the hierarchy of effects model is

A)preference
B)liking
C)conviction
D)knowledge

Question 55

Communication objectives are designed to accomplish the following except

A)create awareness
B)build knowledge
C)encourage action
D)connect consumers with a brand

Question 56

All of the following are IMC objectives except

A)increase brand awareness by 10% by the beginning of the basketball season
B)increase the number of autograph sessions for fans by 5 during the regular season
C)increase the number of fans on the team's Facebook page by 200,000 by July 1
D)increase the number of fans who attend autograph sessions by 15% during the regular season

Question 57

The fifth step in the hierarchy of effects model is

A)preference
B)liking
C)conviction
D)purchase

Question 58

When sponsorships are used as a tactic for achieving communication objectives,the most frequently cited objective is

A)brand awareness
B)brand equity
C)brand image
D)brand preference

Question 59

For achieving communication objectives,the tactic of choice has historically been

A)personal selling
B)public relations
C)sales promotions
D)media advertising

Question 60

Objectives that lay the foundation for integrated marketing communications to build customer relationships are called

A)reaction objectives
B)communication objectives
C)behavioral objectives
D)revenue-generating objectives

Question 61

The brand image consumers hold for a sports brand is part of the ________ stage of the hierarchy model for sports brands.

A)associations
B)attitude
C)awareness
D)preference

Question 62

For the hierarchy model of sports consumption,affinity consists of

A)trial and purchase
B)attitude and preference
C)attitude,preference,and trial
D)awareness and associations

Question 63

The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision."Doing" corresponds to the stages of

A)awareness and knowledge
B)knowledge and liking
C)preference,conviction and purchase
D)conviction and purchase

Question 64

For the hierarchy model of sports consumption,knowledge consists of

A)trial and purchase
B)attitude and preference
C)attitude,preference,and trial
D)awareness and associations

Question 65

For the hierarchy model of sports brands,affinity corresponds to the ________ stage of the thinking,feeling,and doing concept.

A)thinking
B)feeling
C)doing

Question 66

A key to building brand preference is

A)monitoring brand awareness
B)building strong brand associations
C)creating brand relevance
D)measuring brand equity

Question 67

Daniel is responsible for marketing the upcoming football season at his university.The team will play 5 home games.According to the hierarchy model for sports,the first marketing campaign Daniel should launch is

A)developing strong brand associations
B)creating awareness of the games and dates
C)building a positive attitude
D)encouraging fans to attend one of the games

Question 68

Based on advertising she has seen,Stephanie has learned that hockey games have lots of action and could be fun to attend.To move her beyond knowledge,the team has invited her to a special event that allows her to meet some of the players and actually walk on the ice in the arena.This is an example of moving Stephanie from brand associations to the next stage,which is

A)associations
B)attitude
C)awareness
D)preference

Question 69

The perception of a brand created by the various associations held about the brand is

A)brand identity
B)brand equity
C)brand position
D)brand image

Question 70

The premise of the hierarchy of effects model is that consumers move through a sequence of steps in the process of making a purchase decision."Feeling" corresponds to the stages of

A)awareness and knowledge
B)knowledge and liking
C)liking and preference
D)preference and conviction

Question 71

Tyler is aware that there is a hockey team and that its name is the Carolina Hurricanes.That is about all he knows.The next step in the hierarchy model for sports consumption that the Hurricanes must achieve to move Tyler towards attending a game is

A)associations
B)attitude
C)awareness
D)preference

Question 72

For the hierarchy model of sports brands,knowledge corresponds to the ________ stage of the thinking,feeling,and doing concept.

A)thinking
B)feeling
C)doing

Question 73

For the hierarchy model for sports consumption,action consists of

A)trial and purchase
B)attitude and preference
C)attitude,preference,and trial
D)trial,purchase,and loyalty

Question 74

When asked a question about a Minor League Baseball team,Emily remarked,"I've heard of them,but that's all." This statement represents the ________ stage of the hierarchy model for sports.

A)associations
B)attitude
C)awareness
D)preference

Question 75

The first step a sports brand must achieve with Samantha is to

A)build a preference for the brand
B)build brand associations
C)create awareness
D)create a positive attitude

Question 76

For the hierarchy model of sports brands,action corresponds to the ________ stage of the thinking,feeling,and doing concept.

A)thinking
B)feeling
C)doing

Question 77

Experiential marketing is an effective way to make emotional appeals to a target audience in the ________ stage of the hierarchy model for sports impact.

A)associations
B)attitude
C)awareness
D)brand loyalty

Question 78

In terms of building awareness,a sports team faces a challenge that extremely few products and services face,which is the

A)seasonal nature of a sports season
B)experiential nature of games and events
C)strong affinity individuals have for teams
D)lack of tangible assets that can be marketed

Question 79

Good marketing tactics that can be used to build brand associations include the following except

A)community involvement
B)sales promotions
C)sponsorships
D)advertising

Question 80

A good marketing tactic for the ________ stage of the hierarchy model for sports brands is community involvement by the team's players.

A)associations
B)attitude
C)awareness
D)preference