Deck 19: Designing and Managing Integrated Marketing Communications

Question 1

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

A) advertising
B) sales promotion
C) word-of-mouth marketing
D) public relations
E) personal selling

Answer 1

E

Question 2

Which of the following is an example of an advertising platform?

A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs

Answer 2

A

Question 3

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences

Answer 3

E

Question 4

Which of the following is an example of a business and sales force promotion?

A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons

Question 5

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

A) marketing budget
B) communications audit
C) market research program
D) publicity campaign
E) product launch

Question 6

Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

A) a sales promotion
B) interactive marketing
C) word-of-mouth marketing
D) personal selling
E) events and experiences

Question 7

Which of the following is an example of an events and experiences platform?

A) fairs and trade shows
B) continuity programs
C) factory tours
D) sales presentations
E) community relations

Question 8

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

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

Question 9

Along which of the following parameters should marketers evaluate communication options when building brand equity?

A) popularity
B) innovativeness
C) technological sophistication
D) efficiency
E) novelty

Question 10

Which of the following is an example of a public relations and publicity communication platform?

A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs

Question 11

Which of the following is an example of a trade promotion?

A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums

Question 12

Which of the following is an example of an interactive marketing communication platform?

A) product demonstrations
B) factory tours
C) company museums
D) TV shopping
E) community relations

Question 13

________ refers to the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands they sell.

A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning

Question 14

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

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

Question 15

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

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

Question 16

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

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

Question 17

Which of the following is an example of a personal selling communication platform?

A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits

Question 18

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations

Question 19

Which of the following is an example of a word-of-mouth marketing communication platform?

A) chat rooms
B) billboards
C) factory tours
D) incentive programs
E) trade shows

Question 20

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

A) Personal selling
B) Sales promotion
C) Word-of-mouth marketing
D) Public relations
E) Advertising

Question 21

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.

A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building

Question 22

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

Question 23

Which of the following marketing communications tools is most effective at the later stages of the buying process?

A) personal selling
B) public relations
C) advertising
D) sales promotions
E) direct marketing

Question 24

The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness of the mass media.

Question 25

What are the elements of the marketing communications mix?

Question 26

Which of the following circumstances are best suited for personal selling?

A) when the products used are simple and easy-to-use
B) when there is minimal risk involved in buying or using the products
C) when the market has fewer and larger sellers
D) when the products being marketed are inexpensive and easily available
E) when prospective customers are spread across a wide geographic area

Question 27

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences

Question 28

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

Question 29

Which of the following benefits is offered by sales promotion tools?

A) Sales promotion tools are more authentic and credible to buyers than others such as advertising, public relations, and personal selling.
B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions.
C) Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received by customers.
D) Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.

Question 30

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

A) sales promotion and advertising
B) advertising and personal selling
C) publicity and personal selling
D) reminder advertising and publicity
E) sales promotion and personal selling

Question 31

The pervasive nature of advanced communications technologies, such as the Internet, has resulted in greater exposure of customers to advertising content than it was in the 1960s.

Question 32

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B) They incorporate some concession, inducement, or contribution that gives value to the consumer.
C) Given their live, real-time quality, public relations tools are more actively engaging for consumers.
D) Public relations communications can be prepared to appeal to the addressed individual.
E) Public relations tools create an immediate and interactive episode between two or more persons.

Question 33

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

A) personal selling
B) sales promotion
C) interactive marketing
D) direct marketing
E) events and experiences

Question 34

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

Question 35

Which of the following statements is true of the role of advertising in business markets?

A) Advertising is unsuitable for explaining any new features that a product might have.
B) Sales calls are more economical than reminder advertisements.
C) Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase.
D) Sales representatives can use copies of the company's ads to legitimize their company and products.
E) Advertisements are the least preferred tools when intended to generate leads for sales representatives.

Question 36

Which element of the marketing communications mix allows for amplified expressiveness?

A) sales promotion
B) public relations
C) advertising
D) direct and interactive marketing
E) personal selling

Question 37

In this new communication environment, advertising is often the single most important element of a marketing communications program for sales and building brand and customer equity.

Question 38

Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

A) advertising
B) personal selling
C) sales promotions
D) direct marketing
E) public relations

Question 39

Briefly describe the current marketing communications environment.

Question 40

Personal selling refers to person-to-person oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Question 41

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Question 42

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?

A) learn-do-feel
B) feel-learn-do
C) do-feel-learn
D) feel-do-learn
E) do-learn-feel

Question 43

What are the major characteristics of sales promotions as an element of the marketing communications mix?

Question 44

All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

A) clothes
B) dishwashers
C) real estate
D) personal computer
E) air tickets

Question 45

Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?

A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion

Question 46

________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

A) Frequency
B) Reach
C) Width
D) Depth
E) Range

Question 47

In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

Question 48

Briefly describe the process of measuring the results of marketing communications.

Question 49

Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?

A) cognitive stage - affective stage - behavioral stage
B) affective stage - cognitive stage - behavioral stage
C) behavioral stage - affective stage - cognitive stage
D) cognitive stage - behavioral stage - affective stage
E) affective stage - behavioral stage - cognitive stage

Question 50

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Question 51

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

Question 52

How do the stages in a product's life cycle influence the marketing communications mix?

Question 53

Luke is considering the various options available to him to promote an energy drink, Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity

Question 54

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing

Question 55

What is the role of advertising as a communications tool in marketing for business markets?

Question 56

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing

Question 57

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.

A) sales promotion
B) brand association
C) brand contact
D) response hierarchy model
E) communication audit

Question 58

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Question 59

In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.

Question 60

Advertising allows the buyer to receive and compare the messages of various competitors.

Question 61

Gravity is a company that markets customized T-shirts to its customers. Gravity runs an ad that seeks to attract more customers. Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Question 62

When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?

A) developing brand awareness
B) building customer traffic
C) enhancing purchase actions
D) establishing product category
E) enhancing firm image

Question 63

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

A) attention
B) exposure
C) reception
D) adoption
E) conviction

Question 64

Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?

A) interest
B) evaluation
C) trial
D) awareness
E) adoption

Question 65

Briefly describe the macromodel of the marketing communications process.

Question 66

The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

Question 67

Alan is an executive with an ad agency that has been entrusted with accounts for a used-car showroom, a home appliances maker, and a soap company. With reference to response hierarchy models, how does Alan plan communication strategies for the three accounts effectively?

Question 68

Provide a general description of the four classic response hierarchy models.

Question 69

Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?

A) attention-interest-desire-action
B) awareness-interest-evaluation-trial-adoption
C) awareness-knowledge-liking-preference-conviction-purchase
D) exposure-reception-cognitive response-attitude-intention-behavior
E) knowledge-persuasion-decision-implementation-confirmation

Question 70

What are the characteristics of an ideal ad campaign?

Question 71

What are the features of an ideal advertising campaign?

Question 72

Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?

A) enhancing brand awareness
B) developing brand attitude
C) increasing brand purchase intention
D) encouraging repeat purchases
E) establishing category need

Question 73

If a small Iowa college builds awareness among applicants from Nebraska, increases the target audience's knowledge about its offerings, communicates in a way that makes the target audience like it and prefer it to other colleges, builds intent to apply, and gets the target audience to attend, they are using an AIDA model of consumer responses.

Question 74

If the Coolest Cooler introduced its cooler to the general market and developed communications around the idea that it was going to develop awareness, interest, evaluation, trial, and then adoption, it would be using the innovation-adoption model of consumer responses.

Question 75

Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.

A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics

Question 76

Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

A) comparative-parity method
B) objective-and-task method
C) affordable method
D) competitive-parity method
E) percentage-of-sales method

Question 77

According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?

A) awareness
B) knowledge
C) purchase
D) preference
E) conviction

Question 78

A "do-feel-learn" response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.

Question 79

All the response hierarchy models assume that a buyer passes through affective, cognitive, and behavioral stages, in that order.

Question 80

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

A) feel-do-learn
B) do-feel-learn
C) feel-learn-do
D) learn-do-feel
E) learn-feel-do