Deck 15: Integrated Marketing Communications and Direct Marketing

Question 1

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)human resources
B)public service
C)direct marketing
D)online networking
E)special events

Answer 1

C

Question 2

Some companies, such as Saturn, have even created their own online communities as showcases for their brands and products.One advantage of this medium is that it is less expensive than other forms of marketing; a minor disadvantage is

A)customers become so involved with the social aspects of the site, they postpone their purchases.
B)the site may require constant monitoring by the company or its advertising agency.
C)customers compare information about other companies not just Saturn.
D)customers get frustrated by the deficiencies of their personal Internet carrier.
E)it is too easy for competitors to copy online promotions.

Answer 2

B

Question 3

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

A)public relations
B)infomercials
C)risk-free trials
D)word-of-mouth
E)direct marketing

Answer 3

E

Question 4

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

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

Question 5

New forms of communicating with customers, such as social media, also offer opportunities to engage consumers.Recent research shows that __________ of consumers believe that companies should be interacting through social channels.

A)17%
B)25%
C)39%
D)57%
E)85%

Question 6

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

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

Question 7

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)human resources
B)advertising
C)online networking
D)special events
E)conventions

Question 8

remind them later about the benefits they enjoyed using the product.

A)explain a product's new usage patterns
B)persuade them to try it
C)inform customers of any product defects
D)inform customers of pricing changes
E)draw customers away from competitors' products

Question 9

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

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

Question 10

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

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

Question 11

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

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

Question 12

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)promotional
E)advertising

Question 13

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

A)appeal to younger audiences.
B)create peer pressure to buy specific brands.
C)create brand awareness.
D)generate word-of-mouth advertising.
E)keep track of the most recent trends.

Question 14

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling.A combination of one or more of these communication tools is called the _________.

A)promotional mix
B)communications channel
C)integration mix
D)interactive connection
E)marketing matrix

Question 15

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)human resources
B)personal selling
C)public service
D)online networking
E)special events

Question 16

The promotional mix refers to

A)the three key elements that make advertising and promotion effective: (1) sex appeal, (2) humor, and (3) fear.
B)the combination of both paid and non-paid marketing tools used to promote product interest and draw sales away from competitors.
C)a series of interrelated advertisements that each concentrates on a unique aspect of a product's benefits: (1) primary purpose, (2) ease of use, and (3) distinction from competitors.
D)the three key factors that are required for an effective advertising campaign: (1) product knowledge, (2) imagery, and (3) humor.
E)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.

Question 17

remind them later about the benefits they enjoyed by using the product is referred to as the _________.

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

Question 18

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

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

Question 19

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

A)communicating
B)viewing
C)speaking
D)sharing
E)connect

Question 20

Most consumers would characterize today's marketplace as

A)interactive and connected.
B)static and disconnected.
C)dysfunctional and chaotic.
D)unrelated and disassociated.
E)inert and stagnant.

Question 21

Source refers to

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

Question 22

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

A)message
B)concept
C)trademark
D)slogan
E)offer

Question 23

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) _________.

A)encoding device
B)promotional program
C)channel of communication
D)publicity and PSA program
E)direct feedback loop

Question 24

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

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

Question 25

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

A)advertising
B)publicity
C)feedback
D)the message
E)promotional material

Question 26

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a(n) ___________, and the processes of encoding and decoding.

A)concept
B)offer
C)receiver
D)trademark
E)slogan

Question 27

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

A)source
B)concept
C)trademark
D)slogan
E)offer

Question 28

Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching some sporting event.The voiceover asks if she is bored or congested.Next scene, the person is having a great time and is uncongested after taking Allegra.This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.

A)media convergence
B)promotional blend
C)coordinated communications
D)marketing by objectives (MBO)
E)integrated marketing communications (IMC)

Question 29

Disney is using 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.
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 than reach.

Question 30

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)encoding
E)feedback

Question 31

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

A)channel
B)message
C)source
D)feedback
E)product point

Question 32

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

A)source
B)encryptor
C)originator
D)key processor
E)message carrier

Question 33

A message is conveyed by means of a(n) _________ such as a salesperson, advertising media, or public relations tools.

A)encoding device
B)direct feedback loop
C)promotional program
D)channel of communication
E)publicity and PSA program

Question 34

The concept of designing marketing communications programs that coordinates 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 (MBO)
E)integrated marketing communications (IMC)

Question 35

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a(n) ___________, a receiver, and the processes of encoding and decoding.

A)concept
B)offer
C)trademark
D)slogan
E)channel of communication

Question 36

To promote its theme parks to groups, Disney is using advertising, direct marketing, Internet promotion, and partnerships with other companies.In other words, Disney is using

A)implemented market codes (IMC).
B)interactive media convergence (IMC).
C)an infrastructure of market customization (IMC).
D)integrated marketing communications (IMC).
E)integrated media convergence (IMC).

Question 37

In marketing, 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 38

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a receiver, and _________.

A)a concept
B)an offer
C)a slogan
D)a trademark
E)the processes of encoding and decoding

Question 39

Message refers to

A)product information regarding, benefits, price, and usage found on a product's package.
B)the promotional ideas or slogan(s) linked to a specific product during a specific campaign.
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)two-way communication between the buyer and the seller.

Question 40

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

A)a promotion channel
B)a communication chain
C)a marketing matrix
D)a consistent message across all audiences
E)a media mix useful to all types of companies

Question 41

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "B" is referred to as _________.

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

Question 42

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 is a(n) _________.

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

Question 43

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "F" is referred to as _________.

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

Question 44

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

A)purchasers
B)the target market
C)receivers
D)interpreters
E)encoders

Question 45

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "G" is referred to as _________.

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

Question 46

The billboards that Sony uses to advertise its PlayStation game console are _________.

A)messages
B)media codes
C)feedback loops
D)reference sources
E)channel of communications

Question 47

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "A" is referred to as _________.

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

Question 48

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is referred to as the _________.

A)channel of communication
B)communications chain
C)information pathway
D)information channel
E)dissemination path

Question 49

Receivers refer to

A)only those consumers who read, hear, or see the message and choose to buy the product or service.
B)consumers who read, hear, or see the message sent by a source during the communication process.
C)advertising agencies that receive a basic message or theme from a firm and translate that vision into a useable advertising campaign.
D)promotional firms that receive a basic message from a firm and select the best channels through which to convey the firm's message.
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 50

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)lead generation
B)receiving
C)decoding
D)messaging
E)encoding

Question 51

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "I" is referred to as _________.

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

Question 52

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "E" is referred to as _________.

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

Question 53

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

A)encoders
B)receivers
C)purchasers
D)transmitters
E)the target market

Question 54

L'Oreal created an advertisement for its Visible Lift makeup.Glamour magazine, in which the ad for L'Oreal Visible Lift makeup appeared, is an example of a(n) _________.

A)message
B)media code
C)feedback loop
D)reference source
E)channel of communication

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)encoding
C)advertising
D)encrypting
E)message formation

Question 56

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "H" is referred to as _________.

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

Question 57

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "J" is referred to as _________.

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

Question 58

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "D" is referred to as _________.

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

Question 59

Channel of communication refers to

A)the selection of either paid or non-paid forms of information dissemination.
B)the selection of either a humorous, sex-based, or fear-based approach when designing messages to sell a product.
C)open-ended dialogue between the marketing department and other departments that can impact marketing decisions.
D)an electronics-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns 24 hours a day, 236 days a year.
E)the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is a channel of communication.

Question 60

FIGURE 15-1
Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "C" is referred to as _________.

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

Question 61

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 funded
D)the message is considered too ordinary; there is too much field of experience
E)the receiver may not properly transform the set of symbols into the correct abstract idea

Question 62

Decoding refers to

A)receiving a message that contains a common field of experience and segmenting that information into small useable units.
B)receiving a message which requires integration of new information in order to fully understand the intended meaning.
C)having the sender transform an abstract idea into a set of symbols that can be used universally understood.
D)having a receiver take a set of symbols, the message, and transform them back to an idea.
E)creating a common field of experience regardless of age, ethnicity, gender, or occupation.

Question 63

In the 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 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 64

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

A)decoding
B)encryption
C)deciphering
D)regurgitation
E)back translation

Question 65

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 the 18 to 34 age group.In terms of the communication process, the _________ of the message would most likely be undertaken by Procter & Gamble.

A)communication
B)discussion
C)decoding
D)encoding
E)feedback

Question 66

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar _________ that is applied to the message.

A)genetic composition
B)national, regional, or ethnic origin
C)understanding and knowledge
D)talent and ability
E)taste and desire

Question 67

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase some.In terms of the communication process, Ann had a(n) _________ to the Claritin advertisement.

A)response
B)reaction
C)source reaction
D)proactive stance
E)subconscious reaction

Question 68

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly, she used examples of marketing activities with which most students had recent experience.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
E)pre-load

Question 69

Which of the following posters 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 70

After watching Joan Rivers' 30-minute infomercial on her line of jewelry, Mariah was certain the broach she ordered would look spectacular on her new evening dress.In terms of the communication process, Mariah has engaged in _________.

A)encryption
B)receiving
C)decoding
D)messaging
E)encoding

Question 71

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)mission statements
B)fields of experience
C)channels of distribution
D)educational systems
E)views of advertising

Question 72

In the feedback loop, the sender's interpretation of the response which indicates whether the message was decoded and understood as intended during the communications process is referred to as _________.

A)encoding
B)feedback
C)receiver response
D)exchange cycle
E)message loop

Question 73

A mutually shared 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)message reciprocity
D)concept exchange
E)symbiosis

Question 74

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

Question 75

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)the communications channel is not properly funded
C)the message is considered too ordinary; there is too much field of experience
D)a properly encoded message may be sent through the wrong channel and never make it to the receiver
E)there is no interest on the part of the receiver because the product itself is inadequate

Question 76

Melissa saw an ad promoting Vermont as a tourist destination and great place to live.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)a proactive stance
B)a reply
C)a response
D)an exchange initiation
E)a message loop

Question 77

Field of experience refers to

A)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.).
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 mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling promotions so there is no 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 promotions so there is no incorrect encoding of the sender's message.
E)a mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 78

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

A)response
B)consequence
C)source reaction
D)concept effect
E)primary significance

Question 79

A _________ consists of a response and feedback.

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

Question 80

In the feedback loop, feedback refers to

A)the sender's interpretation of the response which 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 that the sender and receiver apply to a message so that it can be communicated effectively during the communication process.
D)any unsolicited response from consumers or potential consumers regarding a company's message.
E)any solicited or unsolicited response from consumers or potential consumers that contains concrete concerns or suggestions for product improvement.