Deck 14: Integrated Marketing Communications and Direct Marketing

Question 1

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

Answer 1

B

Question 2

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

Answer 2

E

Question 3

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

Answer 3

A

Question 4

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 5

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 6

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

Question 7

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 8

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

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

Question 9

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 10

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 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 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 13

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 (MBO)
E)integrated marketing communications (IMC)

Question 14

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

Question 15

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 engages with a "Like" or "Follow" of the brand.
E)Supplement text with photos and videos.

Question 16

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 17

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 18

The promotional mix refers to

A)the three underlying appeals used that make promotions effective: (1) sex appeal; (2) humor appeal; and (3) fear appeal.
B)the combination of both paid and non-paid marketing tools used to promote product interest.
C)the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness; (2) interest; (3) evaluation; (4) trial; and (5) adoption.
D)the composition of the objectives of the promotion: (1) to inform; (2) to persuade; (3) to remind; and (4) to phase out.
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 19

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

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

Question 20

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

A)public relations
B)direct selling
C)merchandising
D)word-of-mouth
E)direct marketing

Question 21

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 22

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled D is referred to as __________.

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

Question 23

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 24

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled F is referred to as __________.

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

Question 25

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 26

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 27

Communication is the process of conveying a message to others and it 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 brand
E)the processes of encoding and decoding

Question 28

To promote its theme parks with a uniform message 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 (an)

A)integrated marketing cooperation.
B)interactive media convergence.
C)infrastructure of market customization.
D)integrated marketing communications.
E)integrated media convergencE.Disney employs an integrated marketing communications (IMC) program to promote its theme parks.

Question 29

Disney uses an integrated marketing communications (IMC)program 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 30

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 31

Communication is the process of conveying a message to others and it requires six elements. These elements include: 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 32

Communication is the process of conveying a message to others and it requires six elements. These elements include: 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 33

Allegra is an antihistamine. To create brand awareness, the company 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 half-heartedly 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 company's marketing campaign is an example of how marketers use __________.

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

Question 34

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled Box A is referred to as __________.

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

Question 35

Communication is the process of conveying a message to others and it requires six elements. These elements include: 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 36

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 37

Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, 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 38

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 39

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes 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 40

Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled E is referred to as __________.

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

Question 41

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 42

A channel of communication refers to

A)the selection of either paid or non-paid 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 43

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

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

Question 44

In a marketing context, all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

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

Question 45

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

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

Question 46

Decoding refers to

A)receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning.
B)having a receiver take a set of symbols, the message, and transform them back to 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 back to an idea.

Question 47

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________.

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

Question 48

A 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 49

In the communication process, the viewers who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant during a NASCAR event are called __________.

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

Question 50

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 51

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 52

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

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

Question 53

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)message
D)decoder
E)communication channel

Question 54

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)fields of experience
B)receiving
C)encoding
D)decoding
E)messaging

Question 55

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 56

In a marketing context, a message refers to

A)product information regarding benefits and usage found 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 57

A company or person who has information to convey during the communication process is referred to as a(n) __________.

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

Question 58

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 59

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, 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 60

The term receivers, in a marketing communications context, 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 useable 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

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 62

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 63

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 of this type of difference?

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 do not read.

Question 64

__________ is advisable for all marketing communications to ensure(s) that messages will be decoded properly.

A)Encoding
B)Customization
C)Feedback
D)Pretesting
E)The feedback loop

Question 65

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 66

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 67

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 68

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)decoding
C)transforming
D)translating
E)encoding

Question 69

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 70

A __________ consists of a response and feedback.

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

Question 71

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)use shared fields of experience with
E)back translate

Question 72

A 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 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 its IMC campaign so there is no 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 73

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 a piece."

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(n) __________.

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

Question 75

In a feedback loop, a 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 76

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 77

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)cultural background
B)national, regional, or ethnic origin
C)understanding and knowledge
D)feeling
E)psychographics

Question 78

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 79

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)McLuhanism
D)hermeneutics
E)back translation

Question 80

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 there is too much field of experience
E)the encoder is inexperienced, resulting in too much noise