Deck 12: Old and New Media: From One-To-Many to Many-To-Many

Question 1

Advertising,sales promotion,public relations,and buzz building activities are all ________.

A)channels that should be integrated under the concept of integrated marketing communications
B)channels focused more on interactive marketing than traditional marketing
C)promotional tools used for push strategies but not pull strategies
D)promotional tools used for pull strategies but not push strategies
E)promotional tools adapted for use in mass marketing

Answer 1

A

Question 2

Which of the following specifies that a source,message,medium,and receiver are the elements necessary for communication to occur?

A)the IMC process
B)the communication model
C)the hierarchy of effects
D)the AIDA model
E)the experiential model

Answer 2

B

Question 3

According to the communication model,________ is the process of translating an idea into a form of communication that will convey the desired meaning.

A)sourcing
B)messaging
C)encoding
D)signifying
E)sending

Answer 3

C

Question 4

For marketers,which of the following is associated with the feedback stage of the communication model?

A)the variety of media available to carry the message
B)the use of frame-of-reference encoding
C)the need for continuous quantitative measurement
D)the need to seek out customer complaints
E)the need to check the reality of customers' unsolicited feedback

Question 5

The concept of ________ marketing communication suggests that the company must blend the marketing communication forms carefully to make sure the message is consistent,clear,and compelling.

A)coordinated
B)integrated
C)mass
D)segmented
E)single channel

Question 6

Which of the following is NOT a form of one-to-one marketing?

A)social networking
B)direct marketing
C)database marketing
D)trade sales promotion activities
E)personal selling

Question 7

As a part of IMC,marketers do which of the following?

A)use only one or two elements of the promotion mix at a time
B)identify what information customers want and how,when,and where they want it
C)focus on one-to-one marketing to the exclusion of mass marketing
D)focus on increasing profit margins rather than lifetime value of a customer
E)produce promotions in-house instead of using outside agencies

Question 8

Which of the following is NOT one of the four main roles performed by marketing communication?

A)to inform
B)to entertain
C)to persuade
D)to remind
E)to build relationships

Question 9

Which of the following is NOT true about the message in the communication model?

A)It may include both verbal and nonverbal elements.
B)It is the actual communication going from sender to receiver.
C)It must be carefully crafted to connect with a variety of people when it is delivered through advertising.
D)It will be understood in the same way by all receivers.
E)It is often individualized when it is delivered by a salesperson.

Question 10

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

A)Integrated marketing communications (IMC)
B)A push strategy
C)A pull strategy
D)Database marketing
E)Experiential marketing

Question 11

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

A)promotion
B)advertising
C)marketing
D)public relations
E)the communication model

Question 12

According to the communication model,the ________ is an organization or individual that sends a message.

A)medium
B)source
C)messenger
D)feedback
E)decoder

Question 13

Every point of contact a company or brand has with a consumer is called a(n)________.

A)touchpoint
B)channel
C)promotion
D)integration
E)feedback

Question 14

Which of the following is NOT a traditional form of marketing communication?

A)public relations
B)out-of-home
C)strategic positioning
D)advertising
E)sales promotion

Question 15

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

A)sourcing
B)encoding
C)decoding
D)feedback
E)receiving

Question 16

In terms of the communication model,________ is a reaction to a message that helps the source gauge the effectiveness of the message.

A)looping
B)feedback
C)translating
D)encoding
E)decoding

Question 17

The communication model acknowledges that messages can be blocked by ________,which is anything that interferes with effective communication.

A)media
B)feedback
C)noise
D)encoding
E)decoding

Question 18

Marketers often hire celebrities as spokespersons for their products,thus associating the ________ of the message with an attractive,exciting,or admirable person.

A)source
B)medium
C)coding
D)decoding
E)receiver

Question 19

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

A)direct marketing
B)integrated marketing
C)competitive marketing
D)the promotion mix
E)target marketing

Question 20

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

A)medium
B)receiver
C)source
D)encoder
E)noise source

Question 21

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends,neighbors,and acquaintances?

A)personal selling
B)buzz
C)indirect marketing
D)stealth marketing
E)shilling

Question 22

Unlike other forms of promotion,________ is intended to stimulate immediate action rather than build long-term loyalty from a customer.

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

Question 23

Buzz that comes from a deliberate buzz marketing campaign is called ________,while buzz that occurs without a deliberate campaign from the marketer is called ________.

A)virtual WOM;viral WOM
B)viral WOM;virtual WOM
C)organic WOM;amplified WOM
D)amplified WOM;organic WOM
E)direct WOM;indirect WOM

Question 24

Which of the following statements about advertising is true?

A)Advertising is personal communication from an identified sponsor using the mass media.
B)Consumers perceive advertising as always having a high level of credibility.
C)Advertising can be used to establish and reinforce a distinctive brand identity.
D)Advertising tends to be comparatively inexpensive.
E)Advertising always relies on factual information.

Question 25

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

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

Question 26

A company is implementing ________ when it airs a television commercial to millions.

A)interactive marketing
B)viral marketing
C)mass communication
D)personal communication
E)buzz

Question 27

Viral marketing is most closely related to which of the following?

A)buzz building
B)personal selling
C)shilling
D)public relations
E)direct marketing

Question 28

Which of the following is NOT an element of the promotion mix?

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

Question 29

With which type of marketing communication does the marketer have the greatest level of control over the message?

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

Question 30

________ components of the promotion mix do not seek a short-term increase in sales.Instead,with these communication activities,the company tries to maintain a positive image of an organization and its products.

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

Question 31

Today's consumers are increasingly getting information from one another rather than from the original source.This new communication landscape is referred to as ________.

A)the groundswell
B)evangelist marketing
C)integrated marketing communications
D)stealth marketing
E)the infiltration

Question 32

Contests and coupons are both types of ________.

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

Question 33

Viral marketing primarily uses which of the following communication channels?

A)billboards
B)print media
C)radio
D)cable television
E)the Internet

Question 34

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as ________.

A)virtual marketing
B)viral marketing
C)buzz marketing
D)stealth marketing
E)word of mouth marketing

Question 35

With which type of marketing communication does the marketer have the lowest level of control over the message?

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

Question 36

Which of the following is the nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor using the mass media?

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

Question 37

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

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

Question 38

Which of the following is NOT considered an unethical buzz marketing strategy?

A)infiltration
B)creating evangelist programs
C)shilling
D)comment spam
E)stealth marketing

Question 39

WOM stands for ________.

A)with original marketing
B)weak owners' market
C)word of mouth
D)word of marketing
E)without original marketing

Question 40

Advertising has some shortcomings.What is NOT one of them?

A)It is impersonal.
B)It can be very costly.
C)It does not allow the marketer control over when the message will appear.
D)It sometimes suffers from a credibility problem.
E)It does not make the audience feel the need to respond.

Question 41

Yelp and TripAdvisor are both examples of ________.

A)virtual worlds
B)geospatial platforms
C)product review sites
D)social networking sites
E)avatars

Question 42

The series of stages through which a marketer attempts to guide a consumer is called the ________.

A)promotional mix
B)marketing mix
C)hierarchy of effects
D)AIDA model
E)push-pull model

Question 43

Which of the following social media sites was originally designed to connect college students with their friends?

A)Second Life
B)LinkedIn
C)Facebook
D)Twitter
E)Avatar

Question 44

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

A)bottom-up
B)objective-task
C)competitive-parity
D)percentage-of-sales
E)push-pull

Question 45

Blogs,wikis,and podcasts are all examples of ________.

A)traditional media
B)social media
C)virtual worlds
D)review sites
E)geospatial platforms

Question 46

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

A)the objective-task method
B)the percentage-of-sales method
C)the push-pull method
D)the AIDA method
E)the price lining method

Question 47

Which of the following is true of virtual worlds?

A)They are among the most popular product review sites.
B)They are likely to replace Twitter.
C)They are the most popular tool for stealth marketing campaigns.
D)They are a booming marketplace for virtual goods paid for in actual money.
E)They use "dashboards" so businesses can monitor the locations of avatars.

Question 48

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

A)Second Life
B)LinkedIn
C)Facebook
D)Twitter
E)Yelp

Question 49

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

A)create awareness
B)inform the market
C)create desire
D)encourage purchase
E)build loyalty

Question 50

Which of the following refers to Internet-based platforms that allow users to create their own content and share it with others who access these sites?

A)integrated media
B)social media
C)virtual media
D)stealth media
E)geospatial platforms

Question 51

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple,repetitive advertising in a variety of media.

A)awareness
B)knowledge
C)demand
D)desire
E)purchase

Question 52

An avatar is a ________.

A)site that creates a connection between a consumer and a brand
B)mobile app with increasing popularity
C)type of geospatial platform
D)tweet of more than 140 characters
E)graphic representation of a user

Question 53

Which of the following is the last step in the hierarchy of effects?

A)create demand
B)create desire
C)encourage purchase
D)build loyalty
E)establish a relationship

Question 54

Which of the following is NOT a step in developing a promotional plan?

A)identifying the target audiences
B)designing the marketing mix
C)establishing communication objectives
D)determining the communication budget
E)evaluating the effectiveness of the communication program

Question 55

After determining its communication objectives,the company's next step in developing a promotional plan is to ________.

A)identify the target audiences
B)determine its marketing communication budget
C)design the promotion mix
D)decide on a push or pull strategy
E)identify its product's phase in the product life cycle

Question 56

A ________ is a loyal customer who works for a brand for free.

A)shiller
B)stealth marketer
C)brand ambassador
D)public relations specialist
E)brand avatar

Question 57

Which of the following is NOT a step in the hierarchy of effects?

A)create awareness
B)inform the market
C)create demand
D)create desire
E)build loyalty

Question 58

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

A)create awareness
B)inform the market
C)create desire
D)encourage purchase
E)build loyalty

Question 59

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price,and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

A)percentage-of-sales
B)competitive-parity
C)bottom-up
D)objective-task
E)push-pull

Question 60

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

A)virtual worlds
B)geospatial platforms
C)product review sites
D)social networking sites
E)avatars

Question 61

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,its Web site,and its retail outlets.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

A)viral marketing
B)stealth marketing
C)integrated marketing communication
D)word of mouth marketing
E)database marketing

Question 62

Which of the following types of communication programs is typically the most difficult to evaluate?

A)public relations
B)online advertising
C)personal sales
D)sales promotion
E)advertising

Question 63

In terms of the communication model,the animated M&M candies in television commercials ________.

A)are representatives of the source
B)are feedback mechanisms
C)are the medium
D)introduce noise
E)encode the message

Question 64

Which of the following types of communication programs is typically the easiest to evaluate?

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

Question 65

Which of the following is typically true during the decline stage of the product life cycle?

A)Advertising expenses increase.
B)Sales promotion efforts are increased.
C)Public relations efforts are the promotional focus.
D)Personal selling costs are increased.
E)Spending on all elements of the promotion mix is reduced.

Question 66

In the maturity phase of the product life cycle,the primary promotional objective is to ________.

A)create product awareness
B)encourage product trial
C)build product credibility
D)inform the public of product benefits
E)persuade consumers to switch brands

Question 67

Which promotional mix strategy directs marketing efforts toward market channel members?

A)push
B)pull
C)flighting
D)pulsing
E)AIDA

Question 68

Which of the following is typically true during the introduction stage of the product life cycle?

A)Personal selling is the primary promotional tool in the consumer market.
B)The pull strategy is implemented more frequently than the push strategy.
C)Publicity is not effective.
D)Sales promotion may be used to encourage trial.
E)Sales promotion is more successful than advertising.

Question 69

Which promotional mix strategy directs marketing efforts toward final consumers?

A)push
B)pull
C)flighting
D)pulsing
E)AIDA

Question 70

Which of the following is a benefit of multichannel promotional strategies that blend traditional promotional activities with online buzz building activities?

A)Online buzz building activities are clearly effective.
B)Marketers have more opportunities to convert customers.
C)Marketers can more easily control the brand message.
D)It is easy to measure the results of online buzz building activities.
E)Budgeting for mutlichannel strategies is more straightforward than for single channel strategies.

Question 71

In which phase of the product life cycle are sales driven by the loyalty of a small group of customers?

A)growth
B)introduction
C)awareness
D)maturity
E)decline

Question 72

Which of the following is an example of a bottom-up technique for developing promotional budgets?

A)the competitive-parity method
B)the objective-task method
C)the percentage-of-sales method
D)the pull-push method
E)the AIDA method

Question 73

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

A)sourcing
B)encoding
C)feedback
D)decoding
E)messaging

Question 74

The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals.

A)percentage-of-sales
B)competitive-parity
C)top-down
D)pull-push
E)objective-task

Question 75

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the source of this ad is ________.

A)Melina Kanakaredes
B)Ladies' Home Journal
C)readers who redeem the $1-off coupon
D)Maybelline
E)the target market to whom Melina Kanakaredes appeals

Question 76

Which method of setting an advertising budget is based on analyzing competitors' spending?

A)the percentage-of-sales method
B)the top-down method
C)the bottom-up method
D)the objective-task method
E)the competitive-parity method

Question 77

In the AIDA model,the D stands for ________.

A)demand
B)desire
C)data
D)do-it-yourself
E)decoding

Question 78

Which of the following statements about the competitive-parity method of budgeting is true?

A)It is the most commonly used bottom-up method for budgeting.
B)It works because it relies on dynamic market shares that change annually.
C)It is the only top-down budgeting method used to determine promotional budgets.
D)It is considered the most logical budgeting method.
E)It mirrors the best thinking of others in the business.

Question 79

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has hired a marketing communications director,whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

A)public relations message
B)touchpoint
C)advertisement
D)logo
E)media vehicle

Question 80

Which of the following is typically true during the growth stage of the product life cycle?

A)The use of advertising decreases.
B)Product benefits are the focus of promotions.
C)The use of sales promotion to encourage trial increases.
D)Spending on most aspects of promotion decreases.
E)The tool of public relations is rarely used.