Deck 16: Integrated Marketing Communications

Question 1

Discuss the major factors that affect the selection of promotion mix elements.

Answer 1

Answer not provided.

Question 2

What is the difference between a push policy and a pull policy? How is each implemented?

Answer 2

Answer not provided.

Question 3

Why is communication an important concept in marketing a new or existing product?

Answer 3

Answer not provided.

Question 4

A major goal of integrated marketing communications is to ____________________.

Question 5

Does promotion cost too much relative to the benefits that it provides to customers?

Question 6

Identify and describe the four major promotion mix elements.

Question 7

What is integrated marketing communications? Explain its purpose.

Question 8

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack

A)communication.
B)promotional efforts.
C)integrated marketing communications.
D)channel capacity.
E)coordinated awareness.

Question 9

Compared to advertising, what are the major advantages and limitations of personal selling?

Question 10

Select three criticisms of promotion, and provide defenses to rebut them.

Question 11

How does sales promotion differ from promotion in general?

Question 12

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Question 13

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

A)communication.
B)integrated marketing communications.
C)tactile communication.
D)kinesic communication.
E)proxemic communication.

Question 14

Effective management of integrated marketing communications is based upon

A)consumer attitudes towards promotion.
B)information about customers.
C)the communication process model.
D)budgetary allowances.
E)the firm's organizational structure.

Question 15

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice

A)one-stop shopping.
B)more expertise.
C)pioneer promotional efforts.
D)competitive promotional programming.
E)integrated marketing communications.

Question 16

What are the differences in trying to stimulate primary demand versus selective demand?

Question 17

In what ways can promotion be used to reduce sales fluctuations?

Question 18

Identify the major objectives of promotion.

Question 19

Draw, label, and explain the communication process.

Question 20

If a message to customers is not properly encoded, what might happen? How can a marketer make sure this does not happen?

Question 21

The process of putting one's thoughts (meaning) into signs (symbols) is called

A)decoding.
B)noise.
C)interference.
D)transmission.
E)the coding process.

Question 22

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

A)Communication channel
B)Decoding process
C)Encoding process
D)Sharing of meaning
E)Noise minimization

Question 23

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing

A)communication.
B)the coding process.
C)the decoding process.
D)the conversion process.
E)communications channel.

Question 24

The individual or group that decodes a coded message is called a

A)sender.
B)receiver.
C)source.
D)decoder.
E)receptor.

Question 25

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

A)encoding
B)bad luck
C)noise
D)deflected transmission
E)poor implementation

Question 26

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

A)noise.
B)communication links.
C)communication resources.
D)communication channels.
E)decoding sources.

Question 27

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

A)communications channel.
B)source.
C)relay channel.
D)decoder.
E)sender.

Question 28

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

A)shared symbols.
B)targeted customers.
C)communication channel.
D)decoded meanings.
E)noise minimizers.

Question 29

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

A)receiver.
B)transmitter.
C)decoder.
D)source.
E)noise.

Question 30

Which is the best example of noise that originates with the receiver in the communication process?

A)Sarah drives through a tunnel, and her radio signals become very weak.
B)Maria has been studying English for two years and does not understand the symbolism being used in a commercial.
C)Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
D)Because of poor printing, Claire cannot read an advertisement in her local newspaper.
E)A mother fails to hear a new commercial for diapers because her new baby is crying.

Question 31

The message that a source originally encodes and the meaning a receiver ultimately decodes

A)contain circular feedback.
B)may be different because of noise.
C)are usually exactly the same.
D)rarely are similar because of feedback.
E)are collectively termed the communications channel.

Question 32

A sharing of meaning defines

A)promotion.
B)information.
C)noise.
D)interference.
E)communication.

Question 33

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered

A)a communication inhibitor.
B)feedback.
C)noise.
D)decoding blocker.
E)interference.

Question 34

When encoding the message, the source should use signs that have

A)new and exciting meanings.
B)different meanings to different people.
C)contemporary jargon.
D)meanings that the target market will understand.
E)broad interpretations.

Question 35

The receiver's response to a message is ____ for the source.

A)feedback
B)the communications channel
C)noise
D)channel capacity
E)decoding

Question 36

Communication can be viewed as a circular process because

A)during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
B)the message goes from encoding by the source to decoding by the receiver.
C)during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate.
D)channel capacity is determined by the least efficient component.
E)the message goes from person to person.

Question 37

As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

A)encoding
B)sourcing
C)decoding
D)sending
E)receiving

Question 38

During the decoding process, the

A)intensity of the transmission becomes stronger.
B)receiver attempts to convert signs or symbols into concepts and ideas.
C)source attempts to convert signs or symbols into concepts and ideas.
D)source converts meaning into a series of signs or symbols that represent ideas or concepts.
E)receiver filters noise from the feedback.

Question 39

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.

A)receiver; source
B)audience; promoter
C)decoder; coder
D)communicatee; communicator
E)feedback; noise

Question 40

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)

A)coder.
B)decoder.
C)encoder.
D)relay channel.
E)communication channel.

Question 41

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

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

Question 42

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

A)transmission load.
B)feedback.
C)encoding.
D)noise.
E)channel capacity.

Question 43

To gain maximum benefit from promotional efforts, marketers must strive to

A)become directly involved rather than indirectly involved.
B)obtain information about the marketing environment through their MIS.
C)realize the needs of their target market and try to meet them.
D)properly plan, implement, coordinate, and control communications.
E)use promotion during the growth stage of the product's life cycle.

Question 44

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

A)primary demand.
B)secondary demand.
C)competition.
D)comparison of orange juices.
E)demand elasticity.

Question 45

Which of the following types of promotion informs potential customers about a product and what it is?

A)Reminder
B)Competitive
C)Comparative
D)Pioneer
E)Repetitive

Question 46

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

A)Promotion costs cause product costs to be higher.
B)Promotion activities make up the bulk of marketing.
C)The role of promotion is to stimulate product demand.
D)Promotion should be directed toward numerous audiences.
E)Most promotional efforts are performed through advertising.

Question 47

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

A)the vice president of sales.
B)manipulation.
C)promotion.
D)information.
E)sales promotion.

Question 48

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

A)channel capacity.
B)threshold of awareness.
C)decoding abilities.
D)transmission limitations.
E)noise limit.

Question 49

Primary demand is defined as

A)demand for a product category.
B)demand for a new product.
C)consumer awareness of a product category.
D)stimulating demand for any products.
E)demand for a particular brand.

Question 50

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's

A)noise.
B)coding process.
C)encoding.
D)channel capacity.
E)feedback.

Question 51

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

A)promotion.
B)integrated marketing communications.
C)charity marketing.
D)charitable promotion.
E)cause-related marketing.

Question 52

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

A)Promotion
B)Cause-related marketing
C)Charity-related promotion
D)Selective demand promotion
E)Charitable nonprofit marketing

Question 53

During the introduction stage of the product life cycle, which type of promotion would a firm focus on?

A)Reminder
B)Competitive
C)Comparative
D)Pioneer
E)Repetitive

Question 54

Channel capacity is determined by the

A)most efficient component of the communication process.
B)least efficient component of the communication process.
C)source.
D)receiver.
E)meanings of the message.

Question 55

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

A)creating awareness
B)stimulating demand
C)retaining loyal customers
D)combating competitive promotional efforts
E)identifying prospects

Question 56

What is the overall role of promotion?

A)To stimulate product demand
B)To identify prospects
C)To retain loyal customers
D)To encourage product trial
E)To reduce sales fluctuations

Question 57

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?

A)Selective demand
B)Pioneer promotion
C)Comparative promotion
D)Primary demand promotion
E)Retention promotion

Question 58

Anything that reduces the accuracy and clarity of communication is called

A)distraction.
B)feedback.
C)interference.
D)discordance.
E)noise.

Question 59

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication.

A)transmission load
B)feedback
C)encoding
D)noise
E)channel capacity

Question 60

In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ____ for this communication.

A)decoding
B)feedback
C)encoding
D)perceptual attention
E)noise reduction

Question 61

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

A)encouraging product trial.
B)retaining loyal customers.
C)stimulating demand.
D)creating awareness.
E)identifying prospects.

Question 62

Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of

A)encouraging product trial.
B)stimulating demand.
C)identifying prospects.
D)creating awareness.
E)reducing sales fluctuations.

Question 63

Which of the following industries is most likely to employ combative promotional efforts?

A)Fast food
B)Computer processors
C)Tax-preparation services
D)Television producers
E)Automotive paints

Question 64

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

A)stimulate primary demand.
B)offset competitors' promotional efforts.
C)facilitate reseller support.
D)retain loyal customers.
E)reduce sales fluctuations.

Question 65

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

A)combat competitive promotional efforts.
B)stimulate demand.
C)reduce sales fluctuations.
D)encourage product trial.
E)retain loyal customers.

Question 66

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

A)stimulate demand.
B)encourage product trial.
C)create awareness.
D)combat competitive promotional efforts.
E)retain loyal customers.

Question 67

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

A)primary demand.
B)pioneer promotion.
C)prospects.
D)brand awareness.
E)selective demand.

Question 68

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

A)combating competitive promotional offers.
B)facilitating reseller support.
C)encouraging product trial.
D)retaining loyal customers.
E)reducing sales fluctuations.

Question 69

Selective demand is demand for a

A)general type of product.
B)particular brand.
C)new product.
D)competitor's product.
E)service.

Question 70

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

A)facilitate reseller support.
B)reduce sales fluctuations.
C)combat competitive promotional efforts.
D)encourage product trial.
E)retain loyal customers.

Question 71

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

A)stimulating demand.
B)reducing sales fluctuations.
C)combating competitive promotional efforts.
D)facilitating reseller support.
E)retaining loyal customers.

Question 72

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand.

A)primary
B)secondary
C)selective
D)economic
E)competitive

Question 73

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?

A)Retaining loyal customers
B)Promoting new product uses
C)Making salespeople more effective
D)Stimulating primary demand
E)Reducing sales fluctuations

Question 74

Advertising, personal selling, sales promotion, and public relations are called

A)promotion mix ingredients.
B)marketing mix components.
C)characteristics of a product.
D)advertising tools.
E)nonpersonal communication.

Question 75

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

A)maturity
B)decline
C)growth
D)introduction
E)presentation

Question 76

The cost of ____ is usually substantially lower than the cost of ____.

A)stimulating primary demand; stimulating selective demand
B)identifying prospects; encouraging product trial
C)retaining existing customers; acquiring new customers
D)comparative advertising; pioneer promotion
E)personal selling; public relations

Question 77

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is

A)encouraging product trial.
B)retaining existing customers.
C)stimulating demand.
D)combating competitive promotional offers.
E)reducing sales fluctuations.

Question 78

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at

A)creating awareness.
B)encouraging product trial.
C)identifying prospects.
D)stimulating demand.
E)retaining loyal customers.

Question 79

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

A)Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps.
B)Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares.
C)The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef.
D)After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.
E)Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

Question 80

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

A)retain loyal customers.
B)facilitate reseller support.
C)reduce sales fluctuations.
D)stimulate primary demand.
E)identify prospects.