Deck 16: Integrated Marketing Communications and Direct Marketing

Question 1

Figure: 16-1
In Figure 16-1,the position labeled "A" is referred to as __________.

A)the source
B)the message
C)the receiver
D)the fields of experience

Answer 1

A

Question 2

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ for the information in the Cheez Whiz advertisement is Kraft Canada,its manufacturer.

A)communication channel
B)message
C)decoder
D)source

Answer 2

D

Question 3

The Canadian Tourism Commission (CTC)created several "Canada,Keep Exploring" advertisements.In terms of the communication process,the _____ for the information in the "Canada,Keep Exploring" advertisements is CTC,its producer.

A)communication channel
B)message
C)decoder
D)source

Answer 3

D

Question 4

A message is conveyed by means of a _____ such as a salesperson,advertising media,or public relations tools.

A)encoding device
B)promotional program
C)channel of communication
D)direct feedback loop

Question 5

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ in the "Smart is in" advertisements informed prospective customers that Hyundai was for the savvy shopper who is not concerned with brand image.

A)communication channel
B)source
C)decoder
D)message

Question 6

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ in the ads for Cheez Whiz informed prospective customers that Cheez Whiz was a healthy and nutritious cheese spread.

A)communication channel
B)message
C)decoder
D)source

Question 7

Johnny calls Evan to discuss the latest happenings in the hockey game.'The latest happenings in the hockey game' would be considered which part of the communication process?

A)Source material.
B)Promotional material.
C)The message.
D)Feedback.

Question 8

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

A)sender
B)source
C)receiver
D)message

Question 9

Figure: 16-1
In Figure 16-1,the position labeled "D" is referred to as __________.

A)the source
B)the message
C)decoding
D)the fields of experience

Question 10

The 'age of engagement' describes which of the following concepts?

A)individuals are more responsive to companies and brands that use two-way communication methods
B)social media is a one-sided exchange
C)paying individuals to follow their brands increases their level of engagement
D)traditional advertising is seeing a 'retro' trend

Question 11

Adding QR codes to products that allow consumers to connect with the company online,or using a hashtag in a commercial or during a television show are examples of how advertisers are trying to increase:

A)consumer engagement
B)consumer sharing
C)consumer purchasing
D)consumer networking

Question 12

The process of conveying a message to others that requires six central elements - a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding,is referred to as:

A)Exchange
B)Dialogue
C)Communication
D)Encoding

Question 13

Experts suggest that today's marketplace could be described as the:

A)social media marketplace
B)personal marketplace
C)age of social networks
D)age of engagement

Question 14

In terms of the communication process,the source is:

A)any information which is paid for.
B)consumers who read, hear, or see the message.
C)similar understanding and knowledge.
D)a company or person who has information to convey.

Question 15

Figure: 16-1
In Figure 16-1,the position labeled "B" is referred to as __________.

A)the source
B)the message
C)the receiver
D)encoding

Question 16

L'Oréal created an advertisement for its Visible Lift makeup.In terms of the communication process,the _____ in the ad for Visible Lift makeup informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

A)channel
B)message
C)decoder
D)source

Question 17

The Canadian Tourism Commission (CTC)created several "Canada,Keep Exploring" advertisements to be aired in France,Germany,and the UK.In terms of the communication process,the _____ in the "Canada,Keep Exploring" advertisements informed Europeans that they should consider Canada for a unique and authentic vacation.

A)communication channel
B)message
C)decoder
D)source

Question 18

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ for the information in the "Smart is in" advertisements is Hyundai,its producer.

A)communication channel
B)source
C)decoder
D)message

Question 19

Figure: 16-1
In Figure 16-1,the position labeled "C" is referred to as __________.

A)the source
B)the message
C)the receiver
D)the fields of experience

Question 20

L'Oréal created an advertisement for its Visible Life makeup.The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

A)communication channel.
B)message.
C)decoder.
D)source.

Question 21

After watching the 30-minute infomercial on OxiClean,Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Mariah is a:

A)lead generator.
B)channel of communication.
C)source.
D)receiver.

Question 22

The communication flow from receiver back to sender,which indicates whether the message was decoded and understood as intended,is called:

A)encoding.
B)a receiver response.
C)feedback.
D)an exchange cycle.

Question 23

A rapidly growing trend in marketing communications is:

A)direct mobile.
B)direct social media.
C)direct engagement.
D)indirect social media.

Question 24

You are very excited because you just finished planning a week's vacation in Spain.You spent the last week searching for wineries and B&Bs to visit and stay at.Yesterday,while checking an online news site,the banner ad read: 'Top Rated Winery in Spain...2 for 1 special,Click here!" This specific ad popped up because of:

A)behavioural targeting
B)social targeting
C)online targeting
D)habitual targeting

Question 25

After telling your friend about a great deal he received at Best Buy,your friend excitedly exclaimed: "that is great news,I need a new computer…I'm heading to Best Buy right now,thanks!" Clearly,your friend's __________ showed the message went through!

A)response
B)noise filter
C)source reaction
D)feedback source

Question 26

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the encoding of the message would most likely be undertaken by its:

A)communication channel.
B)medium.
C)decoder.
D)source.

Question 27

All of the following are TRUE statements about how social media is impacting IMC programs,EXCEPT:

A)social media is being used in news releases
B)social media is a component of the IMC audit
C)social media can be used as part of a direct marketing approach
D)social media is never used in the decline stage of the product life cycle

Question 28

As an 'American' football junkie,you begin describing to your friend the play-by-play of last night's thriller.Your friend is a 'European' football addict,and just nods his head,although it is clear he is not interested.Which part of the communication process is the likely reason for this?

A)Genetic composition.
B)National, regional, or ethnic origin.
C)Understanding and knowledge.
D)Talents and abilities.

Question 29

For a message to be communicated effectively,the sender and receiver must have a mutually shared:

A)length and breadth of experience with a given product.
B)promotional mix.
C)area of expertise.
D)field of experience.

Question 30

Figure: 16-1
In Figure 16-1,the position labeled "F" is referred to as __________.

A)the response
B)the message
C)the feedback loop
D)the fields of experience

Question 31

Figure: 16-1
In Figure 16-1,the position labeled "G" is referred to as __________.

A)the noise
B)the message
C)the feedback loop
D)the fields of experience

Question 32

The ad for Microsoft Office 2013 emphasized how employees could be reading a document on the computer monitor,and the document be updated as they read it.For people who rely on computers on a daily basis,this ad described a remarkably useful benefit.People who prefer paper documentation and do not use the computer daily were unimpressed by the feature,and some believed the new feature was actually a hindrance.The different interpretations of the ad is due to differing:

A)mission statements.
B)fields of experience.
C)channels of distribution.
D)educational systems.

Question 33

Figure: 16-1
In Figure 16-1,the position labeled "E" is referred to as __________.

A)the source
B)the message
C)the receiver
D)the fields of experience

Question 34

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She called her doctor and asked for a prescription.In terms of the communication process,Ann had a _____ to the Claritin ad.

A)response
B)noise filter
C)source reaction
D)feedback source

Question 35

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of:

A)encoding.
B)receiving.
C)decoding.
D)messaging.

Question 36

Coca-Cola uses cookies to record and understand a user's web-browsing habits and interests.They then use this information to decide which advertisements you see on a given webpage,to ensure they are most aligned with your interests.The concept is called:

A)behavioural targeting
B)social targeting
C)online targeting
D)habitual targeting

Question 37

After watching the 30-minute infomercial on OxiClean,Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Mariah has engaged in:

A)lead generation.
B)receiving.
C)decoding.
D)messaging.

Question 38

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

A)incorrect grammatical usage.
B)poor photographic reproduction.
C)different fields of experience.
D)higher than expected media costs.

Question 39

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

A)The name of the product, when translated into Greek, has an unintentional meaning.
B)Her target audience is strongly ethnocentric.
C)The trade journals in which it wants to run its ads do not accept ads from foreign companies.
D)A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.

Question 40

Decoding is usually done by the:

A)source.
B)receiver.
C)user.
D)decoder.

Question 41

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA),the calling company is using:

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

Question 42

When Sears places a multiple-page booklet in the local newspaper about its Canada Day sale,it is an example of the use of which element of the promotional mix?

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

Question 43

Advertising is:

A)non-personal, indirectly paid presentation of an organization, service, or product.
B)a short-term inducement of value offered to arouse interest in buying a good or service.
C)a method used to get a non-personal, indirectly paid presentation of a company or its products.
D)any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 44

Each of the following occurrences can be construed as noise EXCEPT:

A)Ann sees an ad for Claritin, a medicine perfect for counteracting her allergy symptoms so she calls her doctor and asks for a prescription.
B)The radio commercial gives the wrong address for the advertiser's store.
C)The salesperson tells the buyer that the software he is selling contains smart tags, and the customer does not understand.
D)Mack does not see the ad for the new Route 66 club because he is more interested in the news article on the opposite page.

Question 45

Dwayne saw an ad promoting Texas as a tourist destination.The ad contained a postage-paid reply card which could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of:

A)encoding.
B)a receiver response.
C)feedback.
D)an exchange cycle.

Question 46

Within the communication channel,noise refers to each of the following EXCEPT:

A)printing mistakes.
B)a passenger in the car talking during radio commercials.
C)higher than expected media costs.
D)a salesperson smoking.

Question 47

Each year,advertisers spend millions of dollars during the half-time show of the Super Bowl.Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza.Unfortunately,during the half-time festivities,many viewers dash to the kitchen for a sandwich and a soda.The persuasive promotional messages of the marketer are not received by those consumers who are busy satisfying their need for food and drinks.The need for food and drinks is an example of _____,which inhibits effective communication.

A)feedback
B)ineffective advertising
C)noise
D)ineffective encoding

Question 48

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

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

Question 49

Which of the following statements about advertising is NOT true?

A)Advertising allows a firm to reach a mass market.
B)Advertising allows the firm to decide when and where an advertisement will be used.
C)Advertising is a paid form of personal communication.
D)Advertising can be a very effective "attention getter" especially for new products.

Question 50

Which of the following is NOT a promotional element?

A)production line
B)personal selling
C)public relations
D)sales promotion

Question 51

A multiple choice writer tries to write a concise question,without lots of other superfluous items of information that may distract or confuse the reader of the question.These extraneous aspects of a given question are referred to as:

A)noise.
B)culture shock.
C)fatigue.
D)convention overloaD.Noise can occur when a salesperson's accent or use of slang terms or communication style makes hearing and understanding the message difficult.

Question 52

All of the following were aspects of Cadbury's Dairy Milk Bubbly IMC campaign,except:

A)transit shelter advertising
B)digital media
C)product sampling
D)social media

Question 53

Which of the following would be LEAST likely to be used for mass selling?

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

Question 54

Which of the following statements describes a key difference between advertising and publicity?

A)Publicity is more expensive on a cost-per-contact basis than advertising.
B)Publicity is usually directly paid, and advertising is usually indirectly paid.
C)Advertising is usually directly paid, and publicity is usually indirectly paid.
D)Advertising provides an immediate feedback loop, and publicity does not.

Question 55

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications' alternatives that individually or collectively make up a firm's:

A)cooperative advertising.
B)decoding strategy.
C)message center.
D)promotional elements.

Question 56

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?

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

Question 57

Which of the following would be considered a strength for advertising?

A)uses great people to make personal sales
B)excellent way to reach a targeted audience
C)very flexible
D)effective way to reach large number of people

Question 58

An ad for Visible Lift makeup by L'Oréal informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.Marcia did not see the ad because she is 18 years old and has flawless skin.In terms of the communication process,the fact that Marcia has no need for the product acted as:

A)a communication barrier.
B)a source inconsistency.
C)feedback.
D)noise.

Question 59

The marketing professor wanted to do everything possible to ensure her students understood her lectures.Accordingly,she used examples of marketing activities with which most students had recent experiences.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to _____ her message so as to encourage understanding on the part of her students.

A)effectively initiate
B)effectively encode
C)effectively decode
D)eliminate noise in

Question 60

Wasted coverage can most easily be reduced by which of the methods of promotion?

A)personal selling
B)public relations
C)advertising
D)public service announcements

Question 61

Royal Bank of Canada's annual report to shareholders is an example of:

A)advertising.
B)sales promotion.
C)direct marketing.
D)public relations.

Question 62

Which of the following statements describes a disadvantage associated with personal selling?

A)Presentations often provide little opportunity for consumer feedback.
B)Personal selling permits far too much wasted coverage.
C)There may be inconsistency from one salesperson to another.
D)A salesperson cannot control to whom a presentation is made.

Question 63

Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

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

Question 64

While searching BuzzFeed as a break from studying for an upcoming marketing exam,you came across a 'sponsored post' by Colgate that highlighted the 'Top 20 non-traditional ways to use toothpaste.' This sponsored post is an example of:

A)Direct sales
B)Publicity
C)Direct marketing
D)Public service announcement

Question 65

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

A)publicity.
B)advertising.
C)direct marketing.
D)personal selling.

Question 66

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products.This is referred to as:

A)in-person selling.
B)location-based selling.
C)mass-selling.
D)personal selling.

Question 67

An advantage of publicity is its:

A)credibility.
B)control.
C)empathy.
D)intrusiveness.

Question 68

Personal selling is:

A)a non-personal, indirectly paid presentation of an organization, service, or product.
B)a short-term inducement of value offered to arouse interest in buying a good or service.
C)the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision.
D)a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 69

All of the following are examples of sales promotion,EXCEPT:

A)coupons
B)sweepstakes
C)rebates
D)hosting a news conference

Question 70

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app),that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _______________ and ______________.

A)direct mobile marketing/public service announcement
B)indirect communication/publicity
C)direct phone marketing/advertising
D)direct mobile marketing/sales promotion

Question 71

Which of these promotional elements has the highest cost-per-contact?

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

Question 72

When Mike Clark and Jack Curry rate current movies for USA Today newspaper using a possible one to four star rating,it is an example of:

A)direct selling.
B)publicity.
C)advertising.
D)direct marketing.

Question 73

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in:

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

Question 74

Publicity is:

A)a non-personal, indirectly paid presentation of an organization, good, or service.
B)a short-term inducement of value offered to arouse interest in buying a good or service.
C)a method used to get a non-personal, directly paid presentation of a company or its products.
D)a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 75

Which of the promotional elements has the greatest difficulty in getting media cooperation?

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

Question 76

Publicity is _________ the main component of a promotional campaign.

A)often
B)usually
C)never
D)rarely

Question 77

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

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

Question 78

The lack of _____ is a disadvantage of publicity.

A)credibility
B)control
C)exposure
D)intuitive reasoning

Question 79

When a television critic writes a newspaper article in which she expresses exasperation that Once and Again,one of the finest written and acted shows on television,is likely to be cancelled unless it can attract more viewers,it is an example of _____ for the ABC television show.

A)publicity
B)advertising
C)direct marketing
D)personal selling

Question 80

Air Canada recently lost a passenger's dog in-transit from San Francisco to Vancouver.The company immediately went on Twitter to inform the public and ask people if they have seen the dog.Using Twitter in this way is an example of:

A)Sales promotion
B)Publicity
C)Advertising
D)Public relations