Deck 1: Integrated Marketing Communications: an Overview

Question 1

The main difference between organizations and consumers as buyers is that organizational buyers exhibit more rational behaviour, while consumers do a lot of buying based on emotion.

Answer 1

True

Question 2

The primary function of advertising is to influence the behaviour of the audience.

Answer 2

True

Question 3

The Canadian Code of Advertising Standards administers a self-regulating code for advertisers in Canada.

Answer 3

True

Question 4

Canadian companies need to be aware of reflecting the cultural diversity of the target market to minimize negative public relations.

Question 5

The Eddie Bauer Company sends out thousands of catalogues to past and potential customers. This is an example of promotional advertising.

Question 6

When selling in a business-buying situation, it is critical to educate the "gatekeeper" on your product specifications.

Question 7

Style-conscious youth buy clothes that they think will allow them to fit in with their peers. This is an example of a safety need, according to Maslow's Hierarchy of Needs.

Question 8

Many communications revolve around the "real-self" because that is our objective evaluation of ourselves.

Question 9

Database management systems collect information about customers for analysis in order to make sound business decisions.

Question 10

A $2.00 coupon for Tide laundry detergent is an example of product advertising.

Question 11

The demand for efficiency and accountability in organizations is encouraging integrated marketing communications.

Question 12

The perception of the absence of something useful is called a motive.

Question 13

Public relations messages have traditionally focused on products rather than issues.

Question 14

Direct response communications is growing at a much slower pace than traditional forms of advertising.

Question 15

Automobile manufacturers focus on advertising directed at males since they are the key decision makers in the household when it comes to purchasing the family car.

Question 16

Typically, non-traditional media are used to pursue new customers.

Question 17

Most consumers only notice information that interests them. This is called selective perception.

Question 18

An individual's feelings, favourable or unfavourable, toward an idea or object is called an attitude.

Question 19

A beer company that falsely depicts the odds of winning a prize for their contest has broken a law in the Competition Act in Canada.

Question 20

Presently, marketers have a sophisticated technological means for measuring the success of a social media campaign.

Question 21

What is the difference between needs and motives? Site an example of each.

Question 22

What ethical issue in marketing communications practice is playing an even greater role today than it did 30 years ago?

Question 23

Describe the assumptions behind Maslow's Hierarchy of Needs.

Question 24

Effective communications integration also considers the role of _______________ and its impact on consumers at point of purchase.

A) radio
B) advertising
C) packaging
D) public relations
E) pricing

Question 25

Define public relations and give an example of public relations.

Question 26

What is personal selling? Describe a company that demonstrates personal selling.

Question 27

Why is experiential marketing so powerful?

Question 28

Explain the difference between product advertising and promotional advertising. Give an example of each.

Question 29

Identify the components of integrated marketing communications.

Question 30

Discuss the difference between consumer sales promotion and trade sales promotion. Give an example of each.

Question 31

What is "greenwashing?" Why should we care about it as marketers?

Question 32

Advertising that provides information about a branded product to help build its image in the minds of customers is

A) promotion advertising.
B) direct advertising.
C) product advertising.
D) attitude advertising.
E) predictive advertising.

Question 33

According to the self-concept theory, the self has four components. List the four components and not the two that offer the greatest significance to integrated marketing communications programs.

Question 34

Describe the three levels of selectivity. Describe an example for each.

Question 35

Integrated Marketing Communications involves the coordination of all forms of marketing communications in a(n) __________ program that maximizes the impact on the intended target market.

A) unified
B) exciting
C) long
D) advertising
E) unique

Question 36

Which of the following is not an element of Integrated Marketing Communications?

A) sales promotions
B) packaging
C) media advertising
D) event marketing
E) direct response communications

Question 37

List the five levels of Maslow's Hierarchy of Needs and give an example of each.

Question 38

What is double targeting? Why is it important in today's environment?

Question 39

How does direct response communications differ from traditional advertising?

Question 40

A television commercial for the TD Bank's extended hours, exceptional customer service and new web banking offering, is an example of

A) direct response communications.
B) customer relationship management.
C) product advertising.
D) interactive communications.
E) promotional advertising.

Question 41

The most popular social network is

A) Google.
B) Linkedin.
C) Twitter.
D) YouTube.
E) Facebook.

Question 42

Shoppers Drug Mart often runs newspaper advertisements that include a coupon. This type of advertising is classified as

A) product advertising.
B) misleading advertising.
C) direct response advertising.
D) price advertising.
E) promotional advertising.

Question 43

All of the following are key issues and trends that continue to affect marketing and marketing communications practice, EXCEPT

A) the consumers' shift towards digital media.
B) the expanding role of database marketing.
C) the popularity of social media networks.
D) the greater demand for efficiency and accountability.
E) the increasing role of traditional advertising.

Question 44

You just received a text message (SMS) on your cellular phone announcing that tickets will be for sale tomorrow for your favourite artist. This is an example of

A) digital communications.
B) direct response communications.
C) personal selling.
D) sales promotion.
E) advertising.

Question 45

A press release issued to newspaper editors by Heinz announcing the launch of a new type of ketchup is an example of

A) direct response communications.
B) promotional advertising.
C) promotion.
D) public relations.
E) newspaper advertising.

Question 46

All of the following are examples of direct response communications, except for

A) direct mail.
B) catalogues.
C) coupons.
D) telemarketing.
E) DRTV.

Question 47

A form of communications designed to gain public understanding and acceptance is called

A) goodwill marketing.
B) advertising.
C) public relations.
D) sponsorship.
E) promotional advertising.

Question 48

Sales promotion is used to

A) capture information.
B) influence the attitudes and opinions of reference groups.
C) increase advertising dollars.
D) stimulate an immediate reaction from consumers and distributors.
E) increase the product mix.

Question 49

If a company's primary target market for a new clothing line is the under-35 age group, marketers will have to give ______________ due consideration.

A) television media.
B) magazine advertising.
C) mobile communications.
D) personal selling.
E) radio media.

Question 50

Toyota was quick to recognize how integrated media and marketing strategies

A) produce effective campaigns.
B) produce a direct marketing system.
C) retain customers.
D) acquire customers.
E) produce efficient communications.

Question 51

When Kraft Foods engages consumers with a brand experience they are implementing

A) event marketing.
B) retailing strategy.
C) pricing adjustment.
D) direct marketing campaign.
E) personal selling option.

Question 52

Air Miles and Shoppers Drug Mart Optimum Rewards program are two examples of

A) sponsorship.
B) customer relationship management programs.
C) customized programs.
D) competitive programs.
E) advertising.

Question 53

A retail website dedicated to selling products designed for those who are left-handed will likely rely on __________________ to develop a strong customer relationship marketing program.

A) a television campaign
B) personal selling
C) a database management system
D) coupons
E) mobile communications

Question 54

The job of the ______________ is to secure distribution of the product in a timely manner.

A) advertising agent
B) sales representative
C) consumer
D) event sponsor
E) service manager

Question 55

A new neighbourhood organic grocery has sent out an invitation to the surrounding residential area inviting all to come to the grand opening. This is an example of

A) sales promotion.
B) advertising.
C) public relations.
D) personal selling.
E) direct response.

Question 56

Advertising that communicates a specific offer to encourage an immediate response from the target audience is called

A) progressive advertising.
B) product advertising.
C) direct marketing.
D) promotional advertising.
E) integrated marketing communications.

Question 57

The shift from traditional to social media has made it challenging for marketers to

A) establish a presence.
B) reach young adults.
C) be creative.
D) have a dialogue started about a new product.
E) where to spend their advertising dollars.

Question 58

In today's competitive business environment, consideration must be focused on

A) traditional advertising.
B) promotional advertising.
C) attracting and retaining new customers.
D) building relationships.
E) sales promotion.

Question 59

Rogers is involved in __________________ as the title sponsor of the men's and women's Rogers Cup, a major tennis championship held annually in Toronto and Montreal.

A) sponsorship
B) event marketing
C) public relations
D) advertising
E) direct marketing

Question 60

An analysis of media consumption trends indicates a move away from __________ forms of communication.

A) traditional
B) personalized
C) integrated
D) electronic
E) interactive

Question 61

Many teenagers purchase products that they think will be perceived favourably by their friends. This is an example of the influence of a(n)

A) reference group.
B) attitude.
C) perception group.
D) safety need.
E) ideal self-concept.

Question 62

If a company were to start a new line of products for the business market instead of the consumer market, they would find the following differences EXCEPT

A) business buyers are more concentrated.
B) business markets have more buyers.
C) the buying criteria for business buyers are more practical.
D) businesses exhibit more ration behaviour.
E) business buyers usually have a formalized buying process.

Question 63

A student will tune out automobile advertising until he graduates and can then afford car payments. This demonstrates the theory of

A) perception.
B) Maslow's hierarchy.
C) self-concept.
D) positioning.
E) repositioning.

Question 64

Based on what they hear, read and see about a product, as well as from the opinions of others they have faith in, people form

A) attitudes.
B) a self image.
C) a personality.
D) opinions.
E) a selective perception.

Question 65

This level of selectivity causes us to screen out messages that conflict with previously learned attitudes.

A) selective exposure
B) selective decision-making
C) selective listening
D) selective perception
E) selective retention

Question 66

When the iPhone was first introduced to the market trendsetters quickly embraced the product. This helped shape consumer

A) attitudes.
B) perceptions.
C) needs.
D) motives.
E) impressions.

Question 67

This level of selectivity causes our minds to notice only information that interests us.

A) selective perception
B) selective decision-making
C) selective listening
D) selective retention
E) selective exposure

Question 68

Consumer behaviour can be defined as the combined acts carried out by individuals

A) that define mass consumption.
B) that are characteristic of companies.
C) that are more obvious.
D) when choosing and using goods and services.
E) that defy logic.

Question 69

In order to connect with the ___________ market a new brand needs to take its authentic message "underground."

A) female
B) baby boomer
C) youth
D) family
E) male

Question 70

A home improvement store created a television commercial showing a man and woman laying a hardwood floor together. This illustrates the use of

A) database marketing.
B) demographic segmentation.
C) double targeting.
D) reference groups.
E) lifestyle marketing.

Question 71

A decision to invest in mutual funds could be motivated by this need in Maslow's hierarchy.

A) self-actualization
B) social
C) safety
D) physiological
E) esteem

Question 72

Biotherm for men uses well respected, attractive, sports figures in its campaigns. They are gearing the message based on what concept?

A) attitudes
B) ideal self
C) safety need
D) real self
E) social need

Question 73

A person's distinguishing psychological characteristics that lead to relative consistent and enduring responses to the environment in which that person lives is also called their

A) self image.
B) personality.
C) demographics.
D) ideal self.
E) self concept.

Question 74

The highest level of Maslow's hierarchy of needs is

A) social.
B) safety.
C) esteem.
D) physiological.
E) self-actualization.

Question 75

A manufacturer of disposable diapers places an advertisement of a man carrying a sleeping baby in a men's health magazine. This advertisement represents

A) market segmentation.
B) Maslow's hierarchy.
C) micro-marketing.
D) the changing roles in family influence.
E) selective retention.

Question 76

A motive is the condition that prompts the action that is taken to

A) determine market segments.
B) design packaging.
C) create an image.
D) create store displays.
E) satisfy a need.

Question 77

Self-concept theory states that the self has four components. These are

A) physiological, safety, social, and esteem.
B) boomers, generation x, echo boomers, and generation y.
C) users, influencers, buyers, and deciders.
D) when, how, why, and who buys.
E) real self, self-image, looking-glass self, and ideal self.

Question 78

Many important consumer decisions are based on

A) the real and the self image.
B) the looking-glass self and the ideal self.
C) screened-out messages.
D) significant exposure.
E) the intellectual self.

Question 79

One of the factors encouraging integrated marketing communications is the fact that senior management likes the idea of __________ results.

A) integrated
B) intangible
C) positive
D) tangible
E) progressive

Question 80

In a business buying situation, the __________ are those who control the flow of information to the members of the buying centre.

A) gatekeepers
B) deciders
C) influencers
D) users
E) controllers