Deck 1: An Overview of Integrated Marketing Communications

Question 1

Many companies treat the various communication elements,such as advertising,sales promotions,public relations,and so on,as virtually separate activities rather than integrated tools that work together to achieve a common goal.

Answer 1

True

Question 2

The use of marketing communications is not appropriate for organizations delivering not-for-profit services.

Answer 2

False

Question 3

The IMC approach uses the "inside-out" approach in identifying communication vehicles.

Answer 3

False

Question 4

Brands perform a critical strategic role by providing a key means for differentiating one company's offering from competitive brands.

Question 5

Novice managers are more likely than experienced managers to practice IMC.

Question 6

Most marketing communications occur at the brand level.

Question 7

The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.

Question 8

One reason firms have not practiced IMC is because different units within organizations have specialized in separate aspects of marketing communications.

Question 9

Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 10

Marketing communications play an important role for all companies.

Question 11

Marketing and communications are virtually inseparable.

Question 12

By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple methods in combination with one another yield more positive communication results than do the tools used individually.

Question 13

The term brand is a convenient (and appropriate)label for describing any object of concerted marketing efforts.

Question 14

According to a recent study,integrated marketing communications is seldom employed by business-to-business marketers.

Question 15

In reality,IMC is little more than a management fad that is short lived.

Question 16

The integrated marketing communication process starts by determining the strengths and weaknesses of the marketer.

Question 17

Interactive marketing communications,or simply IMC,is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.

Question 18

One reason firms have not practiced IMC is because outside suppliers,such as advertising,public relations,and promotion agencies,have been reluctant to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations.

Question 19

The use of integrated marketing communications is restricted to the mass media.

Question 20

The terms touch point and contact are used interchangeably to mean any message medium capable of reaching target customers and presenting the brand in a favorable light.

Question 21

The concept of media is relevant to all marcom tools.

Question 22

A brand has no equity if consumers are unfamiliar with it.

Question 23

The various types of brand-level marcom decisions include fundamental decisions and implementation decisions.

Question 24

Successful marketing communication requires building relationships between brands and their consumers/customers.

Question 25

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market's mind.

Question 26

Which of the following is NOT a form of media advertising?

A) television
B) radio
C) magazines
D) sales promotions
E) newspapers

Question 27

The marketing mix for a brand consists of _____.

A) product
B) price
C) promotion
D) place
E) All of these are correct.

Question 28

The mixture of communications elements and the determination of messages,media,and momentum are all fundamental decisions in the brand-level marcom decision process.

Question 29

The ultimate objective of successful marketing communications is to cut costs.

Question 30

Which term is preferred by most marketing practitioners to refer to the collection of advertising,sales promotions,public relations,event marketing,and other communication devices?

A) marketing promotion
B) promotion
C) sales promotion
D) marketing communications
E) integrated marketing communications

Question 31

One thing that has not changed in marketing communication practices is the dependence on mass media advertising.

Question 32

The fundament decisions in the marcom decision process are conceptual and strategic,and the implementation decisions are practical and tactical.

Question 33

Purchase intentions are not valid communication measures.

Question 34

Selection of target segments is a critical step toward effective and efficient marketing communications.

Question 35

Marketing communications is used by which type of organization?

A) business-to-business organizations
B) consumer marketing organizations
C) not-for-profit organizations
D) None of these are correct.
E) All of these are correct.

Question 36

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness relative to competitive brands in the product category.

Question 37

There is an optimum mixture of expenditures between advertising and promotion that can be determined using computer models.

Question 38

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand.

Question 39

Coupons,trade shows,buying allowances,premiums,and price-off deals are all examples of _____.

A) media advertising
B) promotions
C) place advertising
D) point-of-purchase advertising
E) public relations

Question 40

Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience.

Question 41

The idea of surrounding the customer or prospect with a brand's marcom messages,or that a brand's touch points should be everywhere the target audience is,is known as _____.

A) consumer-oriented marketing
B) the media-neutral approach
C) 360-degree branding
D) the rotation principle
E) event marketing

Question 42

What does the phrase,"speak with a single voice," mean?

A) Carefully select those tools that are most appropriate for the communications objective at hand.
B) Reach the target audience efficiently and effectively using whatever touch points are most appropriate.
C) Successful marketing communications requires building relationships between brands and their consumers/customers.
D) All marketing communication elements should use the same endorser so that consumers do not get confused.
E) Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

Question 43

Which of the following statements is true regarding the adoption of IMC?

A) Novice managers are more likely than experienced managers to practice IMC.
B) Firms involved in marketing services rather than products are more likely to have adopted IMC.
C) Business-to-business firms are more likely to adopt IMC than business-to-consumer firms.
D) Less sophisticated firms are likely adherents to IMC.
E) All of these are correct.

Question 44

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

A) synergy
B) duplicity
C) multiplicity
D) redundancy
E) repetition

Question 45

The idea that "context matters," and that not all touch points are equally effective,has been termed _____ by marcom practitioners.

A) synergy
B) media mix
C) awareness generation
D) engagement
E) contact

Question 46

Current marketing philosophy holds that _____ is absolutely imperative for success.

A) direct marketing
B) e-mail
C) coupons
D) integration
E) assessment

Question 47

Which of the following terms serves as a summary means for describing all forms of marketing focus?

A) product
B) brand
C) communication
D) promotion
E) integration

Question 48

Brand managers should turn to alternative means of marcom as the option of first choice rather than automatically defaulting to _____.

A) sales promotion
B) personal selling
C) point-of-purchase advertising
D) event marketing
E) mass media advertising

Question 49

Today,consumers are not only passive receivers of marcom messages,but are often active participants in the marcom process due to _____.

A) economic advances
B) technological developments
C) increases in the use of sales promotion
D) changes in demographics
E) expansion of advertising agency services

Question 50

The marketing manager for Carver Products,Inc.asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products.The marketing manager would most likely use this information in designing a(n)_____.

A) point-of-purchase display
B) board of director's report
C) integrated marketing communications program
D) marketing research survey
E) slice-of-life television commercial

Question 51

_____ is the philosophy and practice of carefully coordinating a brand's sundry marketing communications elements.

A) Interactive marketing
B) Branding
C) Synergistic marketing communications
D) Synergistic marketing
E) Integrated marketing communications

Question 52

Which approach will best serve the customers' information needs and motivate them to purchase the brand?

A) inside-out
B) outside-in
C) top-down
D) bottom-up
E) combination

Question 53

A key feature of IMC is that the process should _____.

A) use an "inside-out" approach
B) be restricted to only one or a select number of communication media
C) use the same media to reach all target audiences to improve efficiency
D) start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media
E) utilize the same communication media over time

Question 54

Which of the following has NOT been a reason for the reluctance to change from a single-function,specialist model to an IMC model?

A) no way to assess the effectiveness of integration
B) managerial parochialism
C) fear that change might lead to possible budget cutbacks in their areas of control
D) reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations
E) fear of reduction in authority and power

Question 55

Which of the following is NOT a key feature of IMC?

A) The customer represents the starting point for all marketing communications activities.
B) Brand managers and their agencies should be amenable to using various marketing communication tools.
C) Multiple messages must speak with a single voice.
D) The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.
E) Build relationships.

Question 56

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

A) touch point
B) contact
C) intersection
D) touch point and contact
E) touch point, contact, and intersection

Question 57

Milo is employed by a manufacturer of consumer packaged goods products.His job entails the planning,creation,integration,and implementation of diverse forms of marcom,such as advertising,sales promotion,publicity releases,events,etc.,that are delivered over time to a brand's targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior.Milo is performing _____.

A) integrated marketing (IM)
B) marketing communications (marcom)
C) integrated marketing communications (IMC)
D) promotion marketing (PM)
E) integrated promotion management (IPM)

Question 58

The ultimate goal of integrated marketing communications is to _____.

A) increase brand awareness
B) affect the behavior of the targeted audience
C) learn how to outsell the competition
D) lower production costs
E) All of these are correct.

Question 59

The context (or medium used)influences the _____ that the message has.

A) impact
B) reach
C) frequency
D) integration
E) touch points

Question 60

Which of the following could be a brand?

A) product
B) service
C) retail outlet
D) person
E) All of these are correct.

Question 61

Which of the following is NOT a budgeting method?

A) top-down budgeting (TD)
B) bottom-up budgeting (BU)
C) top-down/bottom-up/top-down process (TDBUTD)
D) bottom-up/top-down process (BUTD)
E) top-down/bottom-up process (TDBU)

Question 62

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions.This is done by creating special events or developing exciting venues that attempt to _____.

A) appeal to consumers' demographic characteristics
B) reposition products or services by connecting with consumers' functional needs
C) generate increased sales to current customers
D) develop new target markets
E) build the sensation that the brand is relevant to the consumer's lifestyle

Question 63

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

A) equity
B) image
C) position
D) name
E) trademark

Question 64

What is the greatest obstacle to implementing integrated marketing communications?

A) There is a lack of interest in IMC by top management.
B) The cost for implementing an IMC program is difficult to justify.
C) Little can be gained by coordinating the various marketing communications elements.
D) Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.
E) Measuring the return on investment is nearly impossible.

Question 65

Frequency,loyalty,or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to _____.

A) speak with one voice
B) create synergy
C) build customer/brand relationships
D) start with the customer/prospect
E) reach consumers who cannot be reached through traditional mass media

Question 66

A key characteristic of IMC is the building of relationships with customers.Which of the following is NOT a benefit of building relationships?

A) repeat purchases
B) loyalty toward a brand
C) enduring links between a brand and its customers
D) greater profitability
E) huge acquisition costs

Question 67

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions?

A) increasing sales and profits
B) enhancing brand awareness and attitudes
C) enhancing brand equity and affecting behavior
D) increasing purchase intentions and affecting behavior
E) enhancing brand equity and increasing brand awareness

Question 68

The fact that it costs five to 10 times more to land a new customer than to keep a current customer has been compared to a(n)_____.

A) clogged drain
B) leaky bucket
C) sand castle
D) ice sculpture
E) bee hive

Question 69

Which of the following is a fundamental decision in the brand-level marcom decision process?

A) targeting
B) positioning
C) setting objectives
D) budgeting
E) All of these are correct.

Question 70

The most frequently used budgeting method is _____.

A) top-down (TD)
B) bottom-up (BU)
C) top-down/bottom-up/top-down (TDBUTD)
D) bottom-up/top-down (BUTD)
E) top-down/bottom-up (TDBU)

Question 71

Which of the following is NOT a change in marketing communication practices?

A) increased reliance on outside suppliers, or specialized services
B) reduced dependence on mass media advertising
C) increased reliance on highly targeted communication methods
D) heightened demands on suppliers
E) increased efforts to assess communications' return on investment

Question 72

Which of the following variables do companies use to identify potential target markets?

A) demographic characteristics
B) lifestyles
C) product usage patterns
D) geographic considerations
E) All of these are correct.

Question 73

Joan Kaufman is a senior manager of a large conglomerate.She decides how much money is allocated to each subunit.This is an example of _____ budgeting.

A) top-down
B) bottom-up
C) bottom-up/top-down
D) top-down/bottom-up
E) hierarchy

Question 74

The ultimate objective of IMC is to _____.

A) start with the customer or prospect
B) move people to action
C) carefully select those tools that are most appropriate for the communications objective at hand
D) use as many communications outlets as possible to reach the target audience
E) speak with a single voice

Question 75

_____ allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

A) Targeting
B) Positioning
C) Budgeting
D) Setting objectives
E) Momentum

Question 76

When counseling its clients in selecting appropriate marcom tools,McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s)a marcom program is designed to accomplish and then identify the best way to allocate the marketer's budget.What is this approach known as?

A) inside-out
B) bottom-up
C) media-neutral
D) media-centric
E) goal oriented

Question 77

Which of the following is an implementation decision in the brand-level marcom decision process?

A) targeting
B) mixing elements
C) budgeting
D) positioning
E) setting objectives

Question 78

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

A) increase brand awareness
B) cut costs
C) increase product usage
D) enhance brand equity
E) increase the rate of purchase

Question 79

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

A) positioning statement
B) contact point
C) relationship statement
D) creative brief
E) creative platform

Question 80

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind.Karen is writing a _____.

A) relationship statement
B) creative brief
C) positioning statement
D) contact brief
E) touch point