Deck 17: Integrated Marketing Communications and Direct Marketing

Question 1

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

A)cooperative advertising.
B)marketing mix.
C)media strategy.
D)promotional mix.
E)communication source.

Answer 1

D

Question 2

Which of the following is not essential to engage today's customers using social media promotions?

A)Encourage and respond to comments and feedback, both positive and negative.
B)Create sweepstakes, contests, and deals that reward current and new customers.
C)Post relevant content about the benefits and uses of the product.
D)Send out a product sample to everyone who "likes" and "follows" the brand.
E)Supplement text with photos and videos.

Answer 2

D

Question 3

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

A)publicity
B)infomercials
C)merchandising
D)word-of-mouth
E)sales promotion

Answer 3

E

Question 4

The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the

A)promotion channel.
B)channel of communication.
C)marketing matrix.
D)promotional mix.
E)media mix.

Question 5

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and

A)people.
B)merchandising.
C)social media.
D)personal selling.
E)branding.

Question 6

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

A)QR (quick response) codes.
B)reality shows using online voting.
C)Facebook Pages.
D)Twitter re-tweets.
E)public relations.

Question 7

The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

A)promotional mix
B)promotion channel
C)communication message
D)marketing matrix
E)media mix

Question 8

The promotional mix includes advertising, personal selling, sales promotion, public relations, and

A)relationship selling.
B)direct selling.
C)merchandising.
D)word of mouth.
E)direct marketing.

Question 9

The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing.

A)public relations
B)infomercials
C)merchandising
D)word-of-mouth
E)publicity

Question 10

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.

A)explain how to use the product
B)inform customers of complementary offerings
C)remind them later about the benefits they enjoyed by using the product
D)inform customers of pricing changes
E)lure customers away from competitors' products

Question 11

In a marketing context, the acronym IMC refers to

A)interactive media convergence.
B)internal marketing communications.
C)integrated marketing collaboration.
D)integrated marketing communications.
E)international marketing communications.

Question 12

The __________ can be used to inform prospective buyers about the benefits of the product.

A)promotional mix
B)promotion channel
C)communication channel
D)marketing mix
E)media mix

Question 13

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

A)publicity
B)personal selling
C)merchandising
D)branding
E)people

Question 14

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and

A)people.
B)advertising.
C)social media.
D)branding.
E)merchandising.

Question 15

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

A)product
B)price
C)place
D)promotion
E)advertising

Question 16

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

A)publicity
B)infomercials
C)advertising
D)risk-free trials
E)word-of-mouth

Question 17

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

A)people.
B)merchandising.
C)direct marketing.
D)social media.
E)branding.

Question 18

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

A)social media.
B)outdoor ads.
C)direct mail.
D)public relations.
E)cinema ads.

Question 19

Promotional mix refers to

A)the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B)the combination of both paid and nonpaid marketing tools used to promote product interest.
C)the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D)the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E)the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.

Question 20

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

A)explain how to use the product
B)persuade them to try it
C)inform customers of complementary offerings
D)inform customers of pricing changes
E)lure customers away from competitors' products

Question 21

The process of conveying a message to others that requires six 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)advertising.
E)feedback.

Question 22

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

A)the media mix.
B)the marketing matrix.
C)the promotional blend.
D)marketing by objectives.
E)integrated marketing communications.

Question 23

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

A)the retailing mix.
B)integrated marketing communications.
C)the branding mix.
D)coordinated channels of communication.
E)marketing by objectives.

Question 24

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

A)receiver
B)source
C)essence
D)decoder
E)communication channel

Question 25

Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

A)a concept
B)a brand
C)a slogan
D)a source
E)an offer

Question 26

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.

A)a message
B)a concept
C)a brand
D)a slogan
E)an offer

Question 27

In a marketing context, message refers to

A)product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)the slogan or tagline of a specific product.
C)proprietary information linking a specific product to a promotional campaign.
D)the information sent by a source to a receiver during the communication process.
E)a television or radio commercial from the buyer to the seller.

Question 28

By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.

A)generic business
B)retail life cycle
C)market segmentation
D)sustainable development
E)customer experience management

Question 29

Source refers to

A)any paid form of advertising.
B)consumers who read, hear, or see the message during the communications process.
C)a company or person who has information to convey during the communications process.
D)people with similar understanding and knowledge who are willing to share that knowledge with others.
E)a group of individuals who are willing to receive information from others.

Question 30

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.

A)a concept
B)a receiver
C)an offer
D)a brand
E)a slogan

Question 31

Channel of communication refers to

A)the selection of either paid or nonpaid forms of information dissemination.
B)a similar understanding and knowledge that a sender and receiver apply to a message.
C)an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D)a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E)the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Question 32

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

A)a promotional channel.
B)a communications message.
C)a consistent message across audiences.
D)a media mix useful to all types of companies.
E)a marketing matrix.

Question 33

The information sent by a source to a receiver during the communication process is referred to as

A)an advertisement.
B)publicity.
C)a message.
D)feedback.
E)a missive.

Question 34

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for

A)integrated marketing cooperation.
B)interactive media convergence.
C)infrastructure of market customization.
D)integrated marketing communications.
E)integrated media convergence.

Question 35

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

A)a concept
B)an offer
C)a brand
D)a slogan
E)a channel of communication

Question 36

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

A)its strategy includes using all types of promotional activities that deliver a consistent message.
B)it does not want to reach any member of its target audience more than once to conserve resources.
C)IMC is less expensive than other forms of promotion, such as public service announcements.
D)if it didn't, Disney would have to use indirect personal selling.
E)it is more concerned about frequency of attendance than geographic reach.

Question 37

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and

A)a message concept.
B)a customized offer.
C)a targeted slogan.
D)a brand message.
E)the processes of encoding and decoding.

Question 38

A company or person who has information to convey during the communication process is referred to as

A)an encryptor.
B)a message carrier.
C)an originator.
D)a receiver.
E)a source.

Question 39

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide

A)retailers with cooperative media buys.
B)a consistent message across all audiences.
C)the firm with a feedback loop.
D)a marketing matrix.
E)a media mix useful to all types of companies.

Question 40

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

A)lesson
B)message
C)meme
D)source
E)feedback

Question 41

Decoding refers to

A)receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)having a receiver take a set of symbols, the message, and transform them into an idea.
C)receiving a message that requires integration of new information to fully understand the intended meaning.
D)having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)having a sender take a set of symbols, the message, and transform them into an idea.

Question 42

The billboards that Sony uses to advertise its PlayStation 4 video game console are

A)channels of communication.
B)messages.
C)noise.
D)feedback loops.
E)sources.

Question 43

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

A)a message.
B)noise.
C)a feedback loop.
D)a source.
E)a channel of communication.

Question 44

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as

A)decoders.
B)the target market.
C)receivers.
D)sources.
E)encoders.

Question 45

The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver during the communication process is referred to as the

A)channel of communication.
B)information corridor.
C)communications highway.
D)information pathway.
E)information channel.

Question 46

Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.

A)in an attempt to be creative, the encoder creates a message with too much noise
B)there is no interest on the part of the receiver because the product itself is inadequate
C)the communications channel is not properly developed
D)the message is considered too ordinary because there is too broad a field of experience
E)the receiver may not properly transform the set of symbols into the correct abstract idea

Question 47

The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver is referred to as

A)a vehicle.
B)a field of experience.
C)a channel of communication.
D)a direct feedback loop.
E)an information highway.

Question 48

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

A)integrating
B)transforming
C)translating
D)decoding
E)encoding

Question 49

Which of the following messages represents a potential communication error?

A)"Once in-a-lifetime offer!"
B)"Buy one, get one free!"
C)"Can't read? Let us help. Free literacy classes."
D)"Great part-time job opportunity; transportation required."
E)"Two bottled waters for $3.00 or $1.75 apiece."

Question 50

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of

A)integrating.
B)sending.
C)decoding.
D)messaging.
E)encoding.

Question 51

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

A)decoding.
B)encoding.
C)integrating.
D)back translation.
E)transformation.

Question 52

Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.

A)the communications channel is not properly developed
B)there is no interest on the part of the receiver
C)feedback may be so delayed or distorted that it is of no use to the sender
D)the message is considered too ordinary because the field of experience is too large
E)the encoder is inexperienced, resulting in too much noise

Question 53

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

A)magazine.
B)news release.
C)salesperson.
D)encoder.
E)TV.

Question 54

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

A)a vehicle
B)a channel of communication
C)a field of experience
D)a direct feedback loop
E)an information highway

Question 55

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as

A)decoding.
B)encrypting.
C)message formation.
D)advertising.
E)encoding.

Question 56

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)noise.
B)receiving.
C)encoding.
D)decoding.
E)messaging.

Question 57

Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) __________; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) feedback may be so delayed or distorted that it is of no use to the sender.

A)a properly encoded message may be sent through the wrong channel and never make it to the receiver
B)in an attempt to be creative, the encoder creates a message with too much noise
C)the communications channel is not properly funded
D)the message is considered too ordinary because there is too broad a field of experience
E)there is no interest on the part of the receiver because the product itself is inadequate

Question 58

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.

A)respond
B)discuss
C)decode
D)encode
E)feedback

Question 59

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

A)decoders.
B)the target market.
C)wasted coverage.
D)receivers.
E)encoders.

Question 60

The term receivers refers to

A)only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
B)consumers who read, hear, or see the message sent by a source during the communication process.
C)a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
D)promotional firms that select the best channels through which to convey advertising messages.
E)customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Question 61

In the communication process, noise refers to

A)any unsolicited response from consumers or potential consumers regarding a company's message.
B)any communication with consumers who are not in the target audience.
C)extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).

Question 62

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

A)cooperative selling
B)mass selling
C)customized selling
D)collection selling
E)paid selling

Question 63

In the feedback loop, feedback refers to

A)the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)any unsolicited response from consumers or potential consumers regarding a company's message.
E)extraneous factors that can work against effective communication by distorting a message or the feedback received.

Question 64

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.

A)common ground
B)national, regional, or ethnic origin
C)understanding and knowledge
D)feeling
E)set of psychographics

Question 65

In a feedback loop, response refers to

A)the number of times a consumer must hear a message before it can be accurately decoded.
B)the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 66

Field of experience refers to

A)the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).
B)the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.).
C)a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D)a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E)a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 67

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

A)encoding.
B)receiver response.
C)feedback.
D)noise.
E)message loop.

Question 68

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 the company 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.
E)The ads are in trade journals that Greek hospital administrators don't read.

Question 69

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

A)feedback.
B)a field of experience.
C)noise.
D)a response.
E)a hierarchy of effects.

Question 70

Each year, advertisers spend millions of dollars during the US Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.

A)distraction
B)diversion
C)ineffective encoding
D)information overload
E)noise

Question 71

A __________ consists of a response and feedback.

A)feedback loop
B)consequence
C)source reaction
D)primary cause and effect
E)concept effect

Question 72

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of

A)feedback disruption.
B)noise.
C)a decoding error.
D)a communication barrier.
E)message interference.

Question 73

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

A)noise.
B)clutter.
C)disruptions.
D)distortions.
E)annoyances.

Question 74

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created

A)a stimulus.
B)an exposure.
C)a field of experience.
D)a subconscious impulse.
E)a response.

Question 75

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

A)product consumption behaviors.
B)fields of experience.
C)channels of communication.
D)educational systems.
E)advertising appeals.

Question 76

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered

A)an encoding error.
B)a decoding error.
C)culture shock.
D)noise.
E)distortion.

Question 77

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

A)common ground.
B)field of experience.
C)the correct abstract idea.
D)heuristics.
E)back translation.

Question 78

The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. 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 to encourage better understanding on the part of her students.

A)create common ground for
B)create noise in
C)effectively decode
D)develop a mutually shared field of experience with
E)back translate

Question 79

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that 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)a stimulus.
B)a field of experience.
C)a response.
D)noise.
E)a feedback loop.

Question 80

In the communication process, __________ ensure(s) that messages are decoded properly.

A)encoding
B)posttesting
C)feedback
D)pretesting
E)the feedback loop