Deck 15: Developing Integrated Marketing Communications

Question 1

The Calgary Flames hockey team had a down year last season. The team wants to energize its fan base before the new season begins, so it hosts a gathering in downtown Calgary where fans can meet some of the players, play road hockey, and have fun games for kids to play. What would this gathering be classified as?

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

Answer 1

A

Question 2

Within the next few years, which form of advertising is expected to become the largest category of ad spending?

A) direct mail
B) television
C) online advertising
D) radio

Answer 2

C

Question 3

The addition of smartphones and apps in recent years has given advertisers more options on using the most effective medium for their product and message. This is an example of which advantage to using advertising as a promotional tool?

A) scale
B) targeting
C) accessibility
D) choice

Answer 3

D

Question 4

Coca-Cola uses television and print advertising, event sponsorship, and point-of-purchase displays. What does this combination of promotional tactics represent for Coca-Cola?

A) advertising
B) public relations
C) promotion mix
D) media relations

Question 5

Which of the following is an advantage of magazine advertising?

A) it can be placed close to the point of sale
B) its audiovisual presentation has a high impact
C) ads can be seen repeatedly
D) it can be hidden from competitors

Question 6

If Jazzy Jeans wants to ensure that customers receive a consistent message about its product, which concept should it use?

A) advertising
B) sales promotion
C) integrated marketing communications
D) public relations

Question 7

Which component of the promotion mix allows for immediate feedback?

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

Question 8

Which of the following advertising media's biggest disadvantages are relatively high cost and a long lead time of 30 to 90 days?

A) magazines
B) newspapers
C) television
D) radio

Question 9

Which element of the promotion mix involves the use of direct incentives for customers to purchase or try a product?

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

Question 10

In the past, Tupperware used only personal selling to sell its products; it now uses additional methods such as advertising to reach its target market. Together, what do these various methods represent for Tupperware?

A) promotion package
B) media relations
C) marketing mix
D) promotion mix

Question 11

Which of the following adds extra value to a product or increases the customer's incentive to buy the product?

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

Question 12

Advertising on social media is ideal for small companies and start-ups that do not have a large budget. This is an example of which advantage to using advertising as a promotional tool?

A) scale
B) accessibility
C) choice
D) targeting

Question 13

Which of the following is defined as a non-personal promotional message that is paid for by an identified sponsor and directed to a selected audience?

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

Question 14

Which of the following offers the largest reach of major advertising media, but the message may be quickly forgotten?

A) newspapers
B) magazines
C) television
D) radio

Question 15

All of the following are components of the promotion mix EXCEPT which one?

A) advertising
B) social media
C) sales promotion
D) public relations

Question 16

Shimano, which produces high-end performance fishing reels, can advertise in Field & Stream and Outdoor Canada magazines and feel confident that they are reaching the likely consumers of their product. This is an example of which advantage to using advertising as a promotional tool?

A) scale
B) lead time
C) choice
D) targeting

Question 17

Which of the following is the coordination of all aspects of a company's promotion mix to ensure that a clear and consistent message is conveyed to consumers?

A) integrated marketing communications
B) marketing mix
C) promotional package
D) marketing communications mix

Question 18

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail. What do radio, TV, newspapers, magazines, and direct mail comprise this example?

A) advertising campaigns
B) advertising strategies
C) advertising blitzes
D) advertising media

Question 19

Which of the following is one of the biggest television events in Canada each year, with an average audience of over 4 million Canadians?

A) Grey Cup
B) World Series
C) Season finale of Grey's Anatomy
D) Emmy awards

Question 20

Which of the following is the market that a grocery store attempts to reach by using newspaper advertising?

A) primary-demand audience
B) national market
C) local market
D) zone market

Question 21

Your nine-year-old neighbour stops by and excitedly tells you all about the new cookies that her Girl Scout troop is selling this year. When you tell her that you are really trying to watch your figure, she responds, "The Trefoils are low fat and low calorie!" What stage of the personal-selling process does this represent?

A) prospecting
B) making the presentation
C) answering objections
D) asking for the sale

Question 22

What is the most expensive but also most adaptable method of the promotion mix?

A) sales promotion
B) advertising
C) direct mail
D) personal selling

Question 23

You're very interested in buying the car you've just test-driven, but you express some concern about the price to the salesperson. He responds, "We have some very attractive financing options that will make the payments easy on your budget." Which step of the personal-selling process does this illustrate?

A) answering objections
B) making the presentation
C) approaching the prospect
D) follow-up

Question 24

A vacuum sales representative vacuums the carpet in your living room and shows you the dirt that the vacuum has picked up. Which step in the personal-selling process does this represent?

A) prospecting
B) answering objections
C) approaching the prospect
D) making the presentation

Question 25

A few days after your new washer and dryer are delivered, you get a call from the store, asking if you're satisfied with the appliances and if the delivery and installation met your expectations. Which step in the personal-selling process does this represent?

A) prospecting
B) answering objections
C) follow-up
D) asking for the sale

Question 26

You receive a call from a lawn fertilization company, indicating that they're going to be in your neighbourhood next week and would like to set up a time when they can meet with you to talk about establishing a lawn fertilization program for your lawn. What step in the personal-selling process does this represent?

A) approaching the prospect
B) prospecting
C) answering objections
D) making the presentation

Question 27

Which of the following is NOT a disadvantage of newspaper advertising?

A) poor colour reproduction
B) short life span
C) difficulty in targeting specific audiences
D) local market coverage

Question 28

The personal-selling process includes all of the following EXCEPT which one?

A) approaching the prospect
B) answering objections
C) providing a product sample
D) making the presentation

Question 29

Which of the following is NOT an advantage of newspaper advertising?

A) It reaches a broad audience locally.
B) It is timely.
C) It has a short life span.
D) It is reasonable in cost.

Question 30

The salesperson at the auto dealer has answered your questions and accompanied you on a test drive of the vehicle you've selected. Back in his office, he hands you the purchase contract and a pen, and asks, "Will you be paying cash for the car, or do you want to arrange financing?" Which step in the personal-selling process does this represent?

A) closing the sale
B) answering objections
C) approaching the prospect
D) prospecting

Question 31

What is the first step in the personal-selling process?

A) making the presentation
B) soliciting
C) approaching the prospect
D) prospecting

Question 32

The Professional Businesswomen's Association on your campus has asked you to recommend an advertising medium for its fee-based seminars, and you have suggested the use of direct mail. Which of the following would support your decision to use direct mail versus other types of advertising?

A) It has a long life.
B) It enables highly selective and personal targeting.
C) It has real-time, measurable feedback.
D) It has a relatively low cost versus other types of advertising.

Question 33

Which advertising media has been criticized as being a blight on the landscape?

A) outdoor advertising
B) television
C) direct mail
D) magazines

Question 34

Which of the following has a short lead team and is relatively inexpensive, though the intended audience's attention is limited?

A) radio
B) newspaper
C) direct mail
D) magazine advertising

Question 35

Which of the following is personal communication aimed at informing and persuading customers to buy a company's products?

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

Question 36

After spending a week at a resort in Cancun on his spring break vacation, Darren gets an email from the resort owner, asking him to rate his experience on TripAdvisor. Which step in the personal-selling process does this represent?

A) follow-up
B) closing the sale
C) approaching the prospect
D) making the presentation

Question 37

Anisha, a personal fitness trainer, wants to get more clients in the area. She obtains membership lists from local health clubs and the YMCA so she can contact these individuals about the services she offers. Which step in the personal-selling process does this represent?

A) making the presentation
B) answering objections
C) prospecting
D) approaching the prospect

Question 38

Which type of advertising provides real-time and measurable feedback, though there is some uncertainty about how to evaluate the return on investment?

A) online
B) magazine
C) television
D) newspaper

Question 39

The telemarketer explains that she is calling as a representative for the local animal shelter and that they are seeking donations. "Can I go ahead and put you down for a $25 donation?" she asks. Which step of the personal-selling process does this represent?

A) follow-up
B) answering objections
C) making the presentation
D) asking for the sale

Question 40

The owner of a golf course is convinced that weekly advertising in the local newspaper will be the most effective method. As the marketing manager, what is your warning to him about newspaper advertising?

A) it has a short life span because people usually read it and then discard it
B) it is one of the most expensive forms of advertising available
C) it is likely to reach people outside the golf course's market area
D) it requires a long lead time to place ads, often up to 90 days

Question 41

At a restaurant chain, customers swipe their rewards card at every purchase, and the card tracks how much money was spent. For every $50 spent, the customer receives a free menu item. What type of sales promotion does this restaurant chain use?

A) sweepstakes
B) premiums
C) coupons
D) frequent-user incentives

Question 42

A food company makes a variety of dinner sausages in many flavours. The company just recently introduced a line of meatballs, but sales have not been impressive. To encourage trial of the meatballs, the company should do which of the following?

A) create a giant point-of-purchase display featuring their meatball mascot, Marcello
B) offer free pasta with the purchase of any meatball product
C) mail coupons to 100,000 households
D) offer free samples in grocery stores

Question 43

A hair products manufacturer asked professional hair stylists to upload a photo of their best look using the company's products, and the winner got an all-expenses-paid trip to Florida. What type of sales promotion is this?

A) rebate
B) point-of-purchase display
C) frequent-user incentive
D) contest

Question 44

The grocery store that you frequent is concerned by a competitor moving into the area. What should the grocery store do to boost customer loyalty?

A) offer free samples of its store-brand food items
B) offer frequent-user incentives
C) offer a trip to the Bahamas in a random drawing
D) mail coupons to everyone within a 10-km radius of the store

Question 45

When a retail store such as Hudson's Bay offers a one-day promotion for an extra 15 percent off to customers holding a charge account with them, what is it attempting to?

A) attract new customers
B) identify prospects
C) boost customer loyalty
D) gain attention in the retail environment

Question 46

All of the following are examples of sales promotion EXCEPT which one?

A) rebate
B) sample
C) point-of-purchase display
D) direct-response advertising

Question 47

Knowing that many people hold parties for Canada Day, Pepsi would like to stand out among competitors and gain the attention of consumers. What would be the best promotion method for Pepsi?

A) to give away free samples at sporting events
B) to offer an under-the-cap contest on 500 mL bottles
C) to offer money-saving coupons
D) to create an eye-catching point-of-purchase display at grocery stores.

Question 48

When Estée Lauder offers a free gift with a $15 purchase of its product from a retail outlet, it is specifically using which type of promotional technique?

A) frequent user incentive
B) premium
C) point of purchase display
D) rebate

Question 49

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for one free can. What was the objective of this promotion?

A) cross-selling other products from the company
B) encouraging trial of the product
C) identifying prospects
D) building customer relationships

Question 50

If you buy $40 or more of Lancôme cosmetics at Nordstrom, you receive a free full-size repair, lift, or hydrate serum. What type of sales promotion does this represent?

A) rebate
B) coupon
C) frequent-user incentive
D) premium

Question 51

At a local frozen yogurt shop, customers can present a card to be punched at the time of each purchase. Once they have made 10 purchases, they can get a free small frozen yogurt. What type of sales promotion does this represent?

A) coupons
B) rebates
C) frequent-user incentives
D) samples

Question 52

A few days after you purchased an in-home entertainment system, you receive a call from the installer, asking if you have any questions and if the system is working as expected. Which step in the personal-selling process does this represent?

A) asking for the sale
B) follow-up
C) making the presentation
D) answering objections

Question 53

Kraft sets up a stand inside a supermarket and hands out samples of its new jalapeno-flavoured cheese along with a coupon for 50 cents off the purchase. Which of the following is likely to be Kraft's objective for this sales promotion?

A) boost customer loyalty
B) cross-sell other products from Kraft
C) reward existing customers
D) encourage trial of the product

Question 54

As a general rule, complex or high-value products are likely to require personal selling, whereas lower-priced consumer products are more likely to be sold using which of the following?

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

Question 55

Which of the following is a broad set of communication activities used to build favourable relations with customers, investors, the media, government officials, and society in general?

A) public relations
B) the marketing-communications mix
C) advertising
D) sales promotion

Question 56

A retailer places a life-size cardboard cut-out of a well-tanned beauty pageant contestant in a bikini, holding a can of suntan lotion, at the end of the aisle where sun-care products can be purchased. What type of sales promotion is this?

A) coupons
B) premiums
C) point-of purchase display
D) sweepstakes

Question 57

A manufacturer of hair care products bundles a sample-sized bottle of its new hair conditioner with bottles of its popular shampoo. Which promotional objective does this best reflect?

A) boost customer loyalty
B) encourage trial of a product
C) identify prospects
D) build customer relationships

Question 58

An automotive repair shop sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price. Which sales promotion objective is the garage trying to accomplish?

A) gaining attention in a retail environment
B) building customer relationships
C) boosting customer loyalty
D) attracting new customers

Question 59

Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons. Which element of the promotion mix does this illustrate?

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

Question 60

A home improvement retailer runs weekly sales in which you can get certain items for free after sending in a form and a copy of your sales receipt. What does this exemplify?

A) frequent-user incentive
B) rebate
C) premium
D) coupon

Question 61

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience. The most effective promotion mix for reaching a wide audience would include advertising and which of the following?

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

Question 62

A baby food producer invites members of the media to its facility to announce that it is introducing a new line of dairy-free, gluten-free, hypoallergenic cereals for babies. What public relations tool does this represent?

A) press release
B) event sponsorship
C) sales promotion
D) press conference

Question 63

At the end of a program broadcast on PBS (Public Broadcasting System) about rescuing marine wildlife, the credits read: "Major funding for this program was provided by Procter & Gamble, the makers of Dawn Dishwashing Soap." Which form of public relations does this best illustrate?

A) sales promotion
B) sponsorship
C) press release
D) cooperative advertising

Question 64

If the target market for a product is small a company will likely use personal selling to sell its product, while if the target market is large and widely dispersed it is more likely to use which of the following?

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

Question 65

When Google created a new company, Alphabet, Larry Page wrote a letter to Google staff that was then shared with the media. This is an example of which public relations tool?

A) press release
B) event sponsorship
C) press conference
D) sales promotion

Question 66

Hudson's Bay would like to promote a new line of dishwashers with the multi-flow system. Because Hudson's Bay wants to be able to reach a nationwide market, which of the following will the company most likely use to promote and sell the product?

A) publicity
B) personal selling
C) trade shows
D) advertising

Question 67

The president of the company wants to better understand the basis on which you, as the marketing manager, selected the promotion mix for a new product. You indicate that the selection of promotion-mix ingredients and the extent to which they are used depend on all of the following EXCEPT which one?

A) organizational resources
B) nature of the target market
C) characteristics of the product
D) personal preferences of the marketer

Question 68

All of the following are factors in a company's selection of promotional tools EXCEPT which one?

A) the characteristics of the product
B) the resources of the organization
C) the company's promotional objective
D) how many existing customers the company has

Question 69

Aveeno, a maker of skin and hair care products, is releasing a new product to help moisturize skin in extremely cold environments. Aveeno needs to encourage trial and build awareness for the product, so it should focus on which of the following for sales promotion?

A) point-of-purchase displays
B) sweepstakes
C) samples
D) contests

Question 70

Which of the following is a plan for combining the four components of the promotional mix to achieve one or more marketing goals?

A) marketing strategy
B) promotional campaign
C) advertising initiative
D) media blitz

Question 71

At the most recent Sony Consumer Electronics Show, Sony announced its new products, including a glass sound speaker and a digital recorder. This is an example of which public relations tool?

A) press release
B) press conference
C) sales promotion
D) event sponsorship

Question 72

Mattel toy company wants to announce some new educational benefits associated with one of its new product lines. The company writes a report of about 300 words and sends it to the media. Which of the following has Mattel sent out?

A) feature article
B) press release
C) press conference
D) media report

Question 73

The humane society provides a document to the media touting how much adoptions have increased over the past six months as a result of its reduced adoption fees. Which type of public relations tool does this represent?

A) event sponsorship
B) advertising
C) press conference
D) press release

Question 74

Axe just announced a new line of shaving creams and aftershave lotions and needs to build awareness of the brand on a national scale. Axe should pursue which of the following strategies?

A) advertise on radio and hold a contest
B) send direct mail to men nationwide and create a frequent-use card
C) advertise in men's magazines and create point-of-purchase displays
D) offer free samples in stores to coincide with billboards in select markets

Question 75

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals. Because McDonald's will be launching the new size nationally, it will want to use a mix of sales promotion and which of the following?

A) personal selling
B) advertising
C) public relations
D) publicity

Question 76

Coca-Cola provides a children's centre with props, costumes, and decorations bearing the Coca-Cola logo for use in a community play. What type of public relations activity does this represent?

A) press release
B) press conference
C) event sponsorship
D) sales promotion

Question 77

In general, consumer goods are likely to be sold using advertising, while industrial products are more likely to be sold using which of the following?

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

Question 78

The manufacturer of athletic shoes donates money, bottled water, and t-shirts for runners in connection with a 5K race to raise awareness of prostate cancer. What type of public relations activity does this illustrate?

A) sales promotion
B) press release
C) advertising
D) event sponsorship

Question 79

Enterprise Rent-A-Car is a proud partner of U Sports and "its mission to support and help student-athletes succeed both on and off the field." This is an example of which public relations tool?

A) press release
B) advertising
C) press conference
D) event sponsorship

Question 80

Blackwelder Co. calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics. The company will distribute additional materials at this meeting, known as which of the following?

A) news release
B) press conference
C) publicity affair
D) promotional campaign