Deck 1: An Introduction to Integrated Marketing Communications

Question 1

With Google's Adsense online marketing,the company:

A)avoided mass media boycotts
B)facilitated the opportunity for low-tech media to reach non-target markets
C)refined the concept of targeted advertising
D)allowed advertisers to use an undifferentiated marketing strategy
E)none of the above See opening vignette.

Answer 1

C

Question 2

________ is the customer's perception of all the benefits of a product or service.

A)Mass marketing
B)Information
C)Mass customization
D)Value
E)Batch processing

Answer 2

D

Question 3

Which of the following is the BEST example of a marketing exchange?

A)The waitress gave Sunil a menu, and he placed his food order.
B)Griffin helped Mandy replace the air filter in her lawn mower.
C)A.C.and Maggie gave their son a CD player for his birthday.
D)In return for painting her fence, Mrs.Maloney gave Larry a box of homemade fudge.
E)None of the above is an example of a marketing exchange.

Answer 3

D

Question 4

_____ is the process of creating,maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

A)Integrated marketing
B)Integrated marketing communications
C)Marketing planning
D)Exchange
E)Relationship marketing

Question 5

Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of:

A)integrating online advertising into the manufacturing strategy
B)efficient supply-chain communication
C)replacing internal analysis with external analysis
D)mastering the marketing mix
E)paying for the advertising that works See opening vignette.

Question 6

Rives de France,a canal boat rental company,developed a tracking system recording customers' preferences and behaviors in order to better meet the needs of individual customers and increase customer retention.Rives de France developed a:

A)customer relationship management system.
B)an information marketing system
C)mass customization operation
D)advertising efficiency system
E)batch processing program

Question 7

Prior to the movement to integrated marketing communications,the promotional function in most companies was dominated by:

A)mass media advertising
B)sales promotion
C)public relations
D)publicity
E)direct marketing

Question 8

Which of the following is an example of a marketing exchange?

A)Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B)Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C)Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter.
D)Kendrick's Cleaning Service bought airtime on KRAX.
E)All of the above are examples of a marketing exchange.

Question 9

To decrease marketing costs and to improve response rates Williams-Sonoma catalog retailer,decided it needed to better match their catalog brands to recipients.Based on the retailer's understanding of a customer's special interests one person might receive a catalog about cookware while his neighbor receives a catalog focused on household goods with a July 4ththeme.This strategy to be more attuned to its customers' needs and at the same time improving its own financial picture is an example of how a company can use:

A)mass marketing
B)an information marketing system
C)a product penetration strategy
D)relationship marketing
E)batch processing

Question 10

The tremendous growth in advertising and promotion throughout the world is due to:

A)a redefining of the term marketing
B)the growth of the U.S.and global economies
C)the lack of print and broadcast media in many nations
D)the tremendous growth in the number of advertising agencies worldwide
E)an international tendency to abandon growth strategy and promote existing products in the growth and maturity stages of their product life cycles

Question 11

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods and services to create exchanges that satisfy individual and organizational objectives.

A)Integrated marketing communications
B)Marketing
C)Advertising
D)Sales promotion
E)Exchange communications

Question 12

,which are used to facilitate exchange in a marketplace.

A)promotional mix
B)marketing mix
C)advertising mix
D)IMC mix
E)internal exchange environment

Question 13

Which of the following conditions must be met to effectively utilize integrated marketing communications?

A)Individuals working in marketing need to thoroughly understand the creative process of advertising.
B)Advertising agencies need to acquire firms specializing in other areas of marketing communications.
C)Individuals working in marketing,advertising,and other promotional areas need to better understand how to use a variety of marketing communications tools.
D)All promotional mix elements need to be brought under the control of the ad agency
E)All of the above conditions must be met for an effective utilization of integrated marketing communications.

Question 14

Which of the following statements about marketing is true?

A)A marketing transaction does not have to involve the exchange of money.
B)Marketing is used by nonprofit organizations.
C)Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction.
D)Effective marketing requires that managers recognize the interdependence of sales and promotion and how they can be combined to develop a marketing program.
E)All of the above statements about marketing are true.

Question 15

Which of the following statements about marketing is true?

A)Most marketers are seeking a one-time exchange or transaction with their customers.
B)The focus of production-driven companies is on developing and sustaining relationships with their customers.
C)It is often more cost effective to use marketing to retain customers than to acquire new ones.
D)Marketing does not play an important role in developing and sustaining relationships with customers.
E)By definition,a marketing transaction involves the exchange of money.

Question 16

The increased usage of relationship marketing is due to the fact:

A)customers have become less demanding
B)customers want products and services that are mass-produced rather than tailored to their specific needs and wants
C)retaining customers is generally more cost effective than acquiring new ones
D)it is very costly to prevent customer defections
E)most international customers already use relationship marketing

Question 17

According to the text,why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?

A)The number of new products being introduced annually is growing.
B)Advertising agencies find it easier to develop effective integrated marketing communications than to use mass media advertising.
C)The product life cycle is becoming shorter.
D)The use of the Internet and electronic commerce is growing.
E)All of the above explain the increasing reliance on integrated marketing communications.

Question 18

Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?

A)The mass market has become fragmented.
B)The explosion of new technologies has given consumers greater control over the communication process.
C)The use of the Internet and electronic commerce is growing.
D)New global markets are emerging.
E)All of the above explain the increasing reliance on integrated marketing communications.

Question 19

Advances in technology and flexible manufacturing systems have allowed a boot manufacturer in Texas to take several measurements of a customer's feet and make boots that precisely fit those feet.No one but the person for whom the boots were made can wear them comfortably.This Texas boot maker uses:

A)mass marketing
B)an information marketing system
C)mass customization
D)a product development strategy
E)batch processing

Question 20

As advertisers embraced the process of integrated marketing communications,:

A)auxiliary promotional services became an important element in effective marketing communications
B)many companies began looking beyond their traditional advertising agencies and using other types of promotional specialists to develop and implement their promotional programs
C)many ad agencies acquired public relations,sales promotion,and direct marketing companies to expand their capabilities and offer clients one-stop shopping for all their promotional needs
D)companies began using a variety of promotional tools rather than relying primarily upon mass media advertising
E)all of the above occurred

Question 21

The move toward integrated marketing communications:

A)allows marketers to develop more efficient and effective marketing communication programs
B)reflects an adaptation by marketers to a changing environment
C)is being driven by changing technologies that are creating new ways for marketers to reach consumers
D)is being driven by changing demographics,life styles,media,and shopping patterns
E)is correctly defined by all of the above

Question 22

Advocates of integrated marketing communications argue that:

A)a company communicates with its customers primarily through media advertising
B)a company communicates with its customers primarily through one-on-one communication techniques.
C)package design is the most important way of communicating with customers
D)nonpersonal communications is more effective than personal communications
E)none of the above is true

Question 23

Today,companies are often using ___________ to build brands.

A)interactive media
B)entertainment
C)consumer experience
D)mass customization
E)all of the above See IMC Perspective 1-2.

Question 24

Which of the following is NOT an element of the traditional promotional mix?

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

Question 25

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

A)Publicity
B)Advertising
C)Organizational communication
D)Promotion
E)Marketing

Question 26

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its

A)brand adaptation
B)laggard adoption
C)mass customization
D)brand identity
E)cognitive dissonance

Question 27

The brand identity for Quaker Oats would include:

A)consumer perception that the cereal is nutritious
B)the Quaker gentleman who appears on the box and in the Quaker ads
C)the round shape of the oatmeal package
D)the taste of the cooked oatmeal
E)all of the above

Question 28

Terms such as new advertising,orchestration,and seamless communication have been used to describe:

A)relationship marketing
B)integrated marketing communications
C)the promotional mix
D)relationship marketing
E)the 4 A's

Question 29

The goal of an integrated marketing communications program is to:

A)have all of a company's marketing and promotional activities project a consistent unified image to its customers
B)control all facets of a product's distribution
C)communicate with customers primarily through advertising
D)have complete control over all facets of the marketing mix
E)create a brand image so strong that it destroys all of its competition

Question 30

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. This is an example of:

A)the marketing mix
B)exchange
C)integrated marketing communications
D)the 4As
E)relationship marketing

Question 31

As marketers become more sophisticated in their understanding of integrated marketing communications,they are recognizing that:

A)effective integrated marketing communications calls for a centralized messaging function
B)integrated marketing communications must consider all sources of brand or company contact that a customer or prospect has with a product
C)integrated marketing communications offers more than just ideas for coordinating all of the elements of the marketing and promotional program
D)integrated marketing helps companies identify the most appropriate and effective methods for contacting customers
E)all of the above are true

Question 32

With changes in technology,many markets are becoming increasingly fragmented.In response,marketers are moving away from mass marketing and engaging in:

A)mass media communication
B)mass customization
C)micromarketing
D)interactive marketing
E)relationship management See IMC Perspective 1-1.

Question 33

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity,consistency,and maximum impact.

A)The marketing concept
B)The promotional mix concept
C)The exchange concept
D)Integrated marketing communications
E)Promotional planning

Question 34

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate with its customers.

A)the marketing mix
B)exchange
C)integrated marketing communications
D)the promotional mix
E)relationship marketing

Question 35

The airline ran advertising campaign based around the slogan,"Save your Pennys,fly like Bond," referring to the secretary that Bond flirts with in each film.British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores.

A)the marketing mix
B)exchange
C)integrated marketing communications
D)the 4As
E)relationship marketing

Question 36

Many companies are attempting ______________,where their brand come-ons become part of popular culture and consumers are lured into spreading the message.

A)direct-response advertising
B)buzz marketing
C)exchange-driven communication
D)external marketing alliances
E)integrated internal advertising allowances

Question 37

Which of the following statements describes a reason why marketers are adopting the concept of integrated marketing communications?

A)There is a shift in marketplace power from retailers to manufacturers.
B)Escalating price competition in many markets has forced marketers to spend more of their promotional budget on price promotions rather than media advertising.
C)Privacy issues are causing many marketers to abandon database marketing.
D)Companies are paying their advertising agencies using a fixed salary as opposed to incentive plans.
E)All of the above are reasons why marketers are adopting the concept of integrated marketing communications.

Question 38

Which of the following statements describes a reason why marketers are adopting the concept of integrated marketing communications?

A)Marketers recognize the value of strategically integrating the various communication functions.
B)Traditional media advertising has become too expensive and less cost effective.
C)The shift in marketplace power from manufacturers to retailers is leading marketers to allocate less money to advertising and consider promotional tools that can provide immediate results.
D)The rapid growth and development of database marketing is prompting firms to target consumers through a variety of direct marketing methods.
E)All of the above are reasons why marketers are adopting the concept of integrated marketing communications.

Question 39

Traditionally,__________________ has been the cornerstone of brand-building efforts.

A)interactive media
B)mass-media advertising
C)public relations
D)government policy controls
E)personal selling See IMC Perspective 1-2.

Question 40

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n): A. alternative approach for each media method
B) support system for production differentiation
C) total marketing communications strategy
D) reduced emphasis on information advertising and increased emphasis on persuasive marketing
E) all of the above

Question 41

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

A)Primary demand
B)Selective demand
C)Trade
D)Secondary demand
E)Industrial

Question 42

Primary demand advertising is designed to:

A)draw particular attention to a particular branded item
B)stimulate demand for a general product class or industry
C)help launch a specific line extension
D)compare two or more competitors in a real world situation
E)create a market share gain for the industry leader

Question 43

Which of the following statements about direct marketing is true?

A)Direct marketing has not traditionally been considered an element of the promotional mix.
B)Direct marketing and direct mail are synonymous.
C)One of the major tools of direct marketing is indirect-response advertising.
D)Direct marketing is seldom,if ever,used by companies that have an external sales force.
E)Direct marketing does not exist beyond direct mail and mail-order catalogs.

Question 44

Which of the following statements about direct marketing is true?

A)Direct marketing and direct mail are not synonymous.
B)Direct marketing includes a variety of techniques and activities such as direct mail,telemarketing,direct selling,and direct response advertising.
C)Direct marketing is used by consumer product companies who distribute their products through retail stores.
D)Business-to-business marketers often use direct marketing to identify potential sales leads,communicate with customers,and provide them with information about their products or services.
E)All of the above statements about direct marketing are true.

Question 45

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

A)Professional
B)Primary demand
C)Retail
D)Industrial
E)Direct-response

Question 46

The basic elements that are used to accomplish an organization's communication objectives are referred to as:

A)the marketing mix
B)marketing strategy tools
C)5 C's
D)the promotional mix
E)public relations

Question 47

Which of the following is NOT a characteristic of advertising as a form of promotion?

A)low cost per contact
B)the ability to create images for brands
C)the ability to reach large audiences with the advertising message
D)immediate feedback and capability to close sales.
E)the use of mass media

Question 48

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

A)primary demand
B)trade
C)consumer
D)national
E)retail

Question 49

Advertising done by Target,Kohl's,and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.

A)trade
B)retail image
C)cooperative
D)direct-action
E)direct-response

Question 50

_____ is defined as any paid form of nonpersonal presentation of ideas,goods,or services by an identified sponsor using predominantly mass media communication.

A)Advertising
B)Personal selling
C)The promotional mix
D)Publicity
E)Sales promotion

Question 51

A used bookstore that ran an ad in which it announced a "12-hour,everything must go" sale would be using:

A)homogeneous marketing
B)direct-response advertising
C)a direct-action promotion
D)indirect-response advertising
E)bait and switch advertising

Question 52

Advertising may be defined as any:

A)paid forms of nonpersonal communication about a good,service,or company
B)any communications about a good,service,or company
C)any communication that moves a product from one level to another level of the distribution channel
D)personal communication from a company representative to prospective buyers
E)nonpersonal communication about a good or service that is not paid for or run under identified sponsorship

Question 53

Marketers use advertising to:

A)create brand image
B)strike a responsive chord with consumers when differentiation using other elements of the marketing mix is difficult
C)create symbolic appeals for a company or brand
D)take advantage of the fact that advertising is a very cost-effective method of reaching a large audience
E)do all of the above

Question 54

Which the following is NOT an advantage inherent in the use of advertising?

A)ability to control the message
B)low cost per contact
C)ability to create brand images and symbolism
D)immediate feedback
E)control of message content and media placement

Question 55

If a company wanted to reach a large consumer audience and create a symbolic image or appeal for a new brand,which promotional mix element would probably be used?

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

Question 56

Ads for Wagner Brake Products,Champion spark plugs,MOOG chassis parts,and Keystone wheels in Tire Review,a journal written and published especially for owners/operators of auto shops,are examples of _____ advertising.

A)retail
B)direct-response
C)business-to-business
D)professional
E)primary-demand

Question 57

Advertisements for Tungue Safekeeper lockable outdoor storage bins in Textile Rental,a publication for those in the uniform and linen rental business,is an example of _____ advertising.

A)professional
B)trade
C)regressive
D)progressive
E)media mix

Question 58

Advertising done by Blessings Realty Company to encourage consumers to consider it when they are in the market for a new home or are selling their old home is known as _____ advertising.

A)national
B)primary demand
C)secondary demand
D)retail/local
E)direct-response

Question 59

The best-known and most widely discussed form of promotion is:

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

Question 60

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

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

Question 61

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

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

Question 62

When the individual voted off of The Survivor reality series appears on David Letterman as a guest to discuss the series and his or her role in the series,it is an example of __________________ for the CBS television show.

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

Question 63

Chicken of the Sea includes coupons in their magazine advertisements.This is an example of:

A)consumer-oriented sales promotion
B)direct-response advertising campaign
C)primary demand advertising campaign
D)trade-oriented sales promotion
E)service-oriented sales promotion

Question 64

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)selective demand

Question 65

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

A)a consumer-oriented sales promotion
B)a trade-oriented sales promotion
C)a functional inducement
D)direct marketing
E)integrated promotions

Question 66

The Bradford Exchange is a company that sells collectible plates.If you order one plate from the company,you will receive multiple mailings each month announcing new issues and encouraging you to place your order for additional plates the company is making available.Given this information,which promotional element do you think The Bradford Exchange depends upon most heavily?

A)advertising
B)sale promotion
C)direct marketing
D)public relations
E)pricing

Question 67

_____ medium.

A)interactive
B)broadcast
C)selective-demand
D)print
E)one-way

Question 68

Which of the following statements about publicity and public relations is true?

A)Publicity generally has a broader purpose and objective than public relations.
B)Publicity is the only tool used in a firm's public relations efforts.
C)Publicity is one of the most important communication techniques used in public relations
D)Publicity has more of a long term,on-going purpose than public relations.
E)Publicity and public relations are synonyms for each other.

Question 69

Which of the following statements describes a disadvantage associated with publicity?

A)Publicity is expensive to implement.
B)Publicity has relatively low credibility.
C)Publicity is not always under the control of the organization that reaps the negative and positive benefits from it.
D)Publicity is not useful with a market segmentation strategy.
E)Publicity makes a market aggregation strategy ineffective.

Question 70

Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using:

A)a consumer-oriented sales promotion a trade-oriented sales promotion
C)a functional inducement
D)telemarketing
E)integrated promotions

Question 71

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.

A)Direct marketing
B)Advertising
C)Public relations
D)Sales promotion
E)Brand equity

Question 72

One of the primary advantages inherent in the use of publicity is its:

A)ability to be personalized
B)credibility
C)almost non-existent variable costs
D)tangibility
E)ability to be closely controlled and monitored by the organization that is being publicized

Question 73

Which of the following is NOT a technique used to generate publicity?

A)new releases
B)feature articles
C)photographs,films,and videotapes
D)packaging
E)press conferences

Question 74

An article in Financial Times announced that Puma had developed the Thrift shoe,based on its award-winning design.The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S.According to the article,each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of:

A)sales promotion
B)advertising
C)personal selling
D)sponsorship
E)positive publicity

Question 75

How does advertising differ from publicity?

A)Advertising is done by manufacturers,and publicity is done be retailers.
B)Advertising is personal,and publicity is nonpersonal in nature.
C)Advertising is paid for by the sponsoring organization,and publicity is not.
D)Advertising is never institutional ,and publicity usually is institutional in character.
E)Advertising typically utilizes mass media,and publicity does not.

Question 76

The Internet is:

A)a promotional medium
B)a marketing communications tool
C)a medium that can be used to execute all the elements of the promotional mix
D)an interactive medium
E)accurately described by all of the above

Question 77

According to the text,which of the following is NOT an example of an interactive medium?

A)CD-ROMs
B)kiosks
C)direct marketing
D)the Internet
E)interactive television

Question 78

Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?

A)advertising
B)publicity
C)packaging
D)sales promotion
E)direct marketing

Question 79

The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you could use to order the radio/CD player,a toll-free number you could call to place an order,and a Web site for placing orders.This ad is an example of _____ advertising.

A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)secondary demand

Question 80

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

A)consumer-oriented sales promotion
B)trade-oriented sales promotion
C)direct marketing incentives
D)public relations
E)strategic promotions