Deck 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Question 1

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

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

Answer 1

B

Question 2

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification

Answer 2

C

Question 3

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

Answer 3

Advertising is any paid-for or nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion includes short-term incentives to encourage the purchase or sale of a product or service. Public relations includes building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events. Personal selling includes a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. Direct marketing includes direct connections with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Question 4

Which of the following is one of the five major promotion tools?

A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct marketing

Question 5

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; engagement marketing
E) viral marketing; word-of-mouth marketing

Question 6

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

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

Question 7

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

A) radio
B) magazines
C) newspapers
D) network television
E) online social networks

Question 8

The affordable method of setting advertising budgets takes into consideration the effects of promotion on sales.

Question 9

Which of the following statements is true regarding today's marketing communications?

A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today's consumers are better informed about products and services.

Question 10

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

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

Question 11

Which major promotion category uses catalogs, telephone marketing, kiosks, and the Internet?

A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising

Question 12

Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Question 13

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

A) direct marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity

Question 14

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

A) sales promotion
B) direct marketing
C) advertising
D) public relations
E) horizontal diversification

Question 15

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising

Question 16

Which of the following statements is true regarding the old mass-media communications model?

A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs and video streaming.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.

Question 17

Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Question 18

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

A) push strategies
B) direct marketing
C) the Internet
D) personal selling
E) public relations

Question 19

________ includes sales presentations, trade shows, and incentive programs.

A) Direct marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising

Question 20

Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.

A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies

Question 21

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing

Question 22

Companies often fail to integrate their various communications to consumers because ________.

A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact

Question 23

Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.

Question 24

Why should a company be concerned about integrating communications from different sources within the company?

Question 25

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility

Question 26

New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive.

Question 27

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

Question 28

How do integrated marketing communications build brand identity?

Question 29

In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________ over time.

A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle

Question 30

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Question 31

The integrated marketing concept ties together all of the company's messages and images.

Question 32

As mass markets have fragmented, marketers have shifted away from mass marketing.

Question 33

A marketing communications director has overall responsibility for the company's communications efforts.

Question 34

Explain the concept of integrated marketing communications (IMC).

Question 35

Integrated marketing communications calls for recognizing all touchpoints where the customer may encounter the company and its brands.

Question 36

To carefully integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products, some companies appoint a(n) ________.

A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner

Question 37

Today, several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing

Question 38

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

A) don't distinguish between message sources
B) never pay attention to sales promotions
C) don't care about buzz marketing
D) are not able to block out messages
E) block out all media messages

Question 39

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same brand message, look, and feel

Question 40

While using integrated marketing communications, the communications process should start with a(n) ________.

A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence

Question 41

To communicate effectively, a marketing communicator should most likely ________.

A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer's field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols

Question 42

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating

Question 43

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct

Question 44

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) identify potential distractions
E) design a message

Question 45

Which of the following is the first step in developing an effective integrated communications and promotion program?

A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message

Question 46

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness

Question 47

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to which Melina Kanakaredes appeals

Question 48

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing

Question 49

________ refers to the process of putting thought into symbolic form.

A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback

Question 50

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

A) noise
B) encoding
C) feedback
D) response
E) decoding

Question 51

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

A) response
B) disturbance
C) noise
D) code
E) distortion

Question 52

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

A) the number of subscribers to Ladies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson

Question 53

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives

Question 54

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to which Melina Kanakaredes appeals

Question 55

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

A) encoding
B) decoding
C) the product
D) the message
E) the medium

Question 56

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

A) sourcing
B) messaging
C) acknowledging
D) decoding
E) encoding

Question 57

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

A) messaging
B) decoding
C) sending
D) encoding
E) responding

Question 58

A(n) ________ is a set of symbols that the sender transmits.

A) encoder
B) feedback loop
C) message
D) media
E) decoder

Question 59

Which of the following is one of the four major communication functions?

A) coordination
B) distribution
C) noise
D) response
E) preference

Question 60

Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?

A) decoder
B) media
C) encoder
D) communicator
E) feedback loop

Question 61

Which of the following advertising slogans most likely represents a two-sided argument?

A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) The next big thing is already here

Question 62

Display media includes ________.

A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards

Question 63

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence

Question 64

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

A) one-sided
B) two-sided
C) moral
D) emotional
E) structured

Question 65

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations

Question 66

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

A) structural
B) rational
C) emotional
D) moral
E) standard

Question 67

Which of the following appeals is based on the idea that consumers often feel before they think?

A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal

Question 68

Moral appeals ________.

A) relate to the audience's self-interest by showing that the product will produce the desired benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"
E) are based on the idea that practical benefits are more important for consumers than emotions

Question 69

Which of the following statements is true about personal communication channels?

A) A magazine advertisement exemplifies the use of a personal communication channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) Word-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.

Question 70

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

A) structural
B) awareness
C) rational
D) moral
E) standard

Question 71

Among the buyer-readiness stages, the first stage is ________.

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

Question 72

The AIDA model identifies the characteristics of an effective ________.

A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response

Question 73

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

A) structure
B) content
C) medium
D) channel
E) format

Question 74

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

A) rational
B) structural
C) emotional
D) moral
E) standard

Question 75

One of the message structure issues that a marketer must handle is whether to ________.

A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing

Question 76

Communication through a telephone call is considered a part of a(n) ________ communication channel.

A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional

Question 77

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

A) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel

Question 78

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing

Question 79

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.

A) liking
B) awareness
C) preference
D) insistence
E) conviction

Question 80

Nonpersonal communication channels include major media, ________, and events.

A) sales calls
B) atmospheres
C) buzz marketing
D) word-of-mouth influence
E) phone calls