Deck 14: Communicating Customer Value: Integrated Marketing Communications Strategy

Question 1

Today several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing

Answer 1

A

Question 2

________ includes sales presentations, trade shows, and incentive programs.

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

Answer 2

C

Question 3

Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.

A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies

Answer 3

A

Question 4

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

A) push strategies
B) direct marketing
C) the Internet
D) personal selling
E) public relations

Question 5

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

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

Question 6

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

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

Question 7

Which of the following is one of the five major promotion tools?

A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct marketing

Question 8

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. Which of the following terms best describes this communications mix?

A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification

Question 9

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

A) personal selling; CSR activities
B) public relations activities; CSR activities
C) CSR activities; mass marketing
D) broadcasting; narrowcasting
E) viral marketing; word-of-mouth marketing

Question 10

Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.

A) don't distinguish between message sources
B) never pay attention to sales promotions
C) don't care about buzz marketing
D) are not able to block out messages
E) block out all media messages

Question 11

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

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

Question 12

Which of the following statements is true regarding today's marketing communications?

A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.
D) Focused marketing programs which are designed to build closer relationships with customers in more narrowly defined micromarkets are no longer used by marketers.
E) Today's consumers are better informed about products and services.

Question 13

Which of the following is a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

A) radio
B) magazines
C) newspapers
D) network television
E) online social networks

Question 14

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same message, look, and feel

Question 15

Which of the following statements is true regarding the old mass-media communications model?

A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.

Question 16

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

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

Question 17

Companies often fail to integrate their various communications to consumers because ________.

A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact

Question 18

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

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

Question 19

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

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

Question 20

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

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

Question 21

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 tried the new makeup. In terms of the communication model, the medium 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 22

In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________ over time.

A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle

Question 23

A(n) ________ is a set of symbols that the sender transmits.

A) encoder
B) feedback loop
C) message
D) media
E) decoder

Question 24

To carefully integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products, some companies appoint a(n) ________.

A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner

Question 25

Which of the following is one of the four major communication functions?

A) coordination
B) distribution
C) noise
D) response
E) preference

Question 26

While using integrated marketing communications, the communications process should start with a(n) ________.

A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence

Question 27

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

A) encoding
B) decoding
C) the product
D) the message
E) the medium

Question 28

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

A) response
B) disturbance
C) noise
D) code
E) distortion

Question 29

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 tried the new makeup. In terms of the communication model, the sender of this message 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 30

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

A) variety
B) simplicity
C) consistency
D) creativity
E) flexibility

Question 31

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

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

Question 32

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

A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing

Question 33

HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, HP is ________.

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

Question 34

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing

Question 35

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct

Question 36

Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?

A) decoder
B) media
C) encoder
D) communicator
E) feedback loop

Question 37

________ refers to the process of putting thought into symbolic form.

A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback

Question 38

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 tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

A) the number of subscribers to Ladies' Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson

Question 39

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

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

Question 40

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating

Question 41

An appeal which attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

A) rational
B) structural
C) emotional
D) moral
E) standard

Question 42

Which of the following advertising slogans most likely represents a two-sided argument?

A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) There are some things money can't buy. For everything else, there's MasterCard.

Question 43

To communicate effectively, a marketing communicator should most likely ________.

A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer's field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols

Question 44

Among the buyer-readiness stages, the first stage is ________.

A) preference
B) knowledge
C) liking
D) awareness
E) insistence

Question 45

Which of the following is the first step in developing an effective integrated communications and promotion program?

A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message

Question 46

Which of the following appeals is based on the idea that consumers often feel before they think?

A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal

Question 47

The AIDA model identifies the characteristics of an effective ________.

A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response

Question 48

While developing an effective integrated communication, once the target audience has been defined, marketers must ________.

A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) select the message source
E) design a message

Question 49

Communication through a telephone call is considered a part of a(n) ________ communication channel.

A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional

Question 50

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

A) structural
B) awareness
C) rational
D) moral
E) standard

Question 51

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives

Question 52

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet chat?

A) unidirectional communication channel
B) offline communication channel
C) personal communication channel
D) nonverbal communication channel
E) bidirectional communication channel

Question 53

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness

Question 54

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

A) structural
B) rational
C) emotional
D) moral
E) standard

Question 55

One of the message structure issues that a marketer must handle is whether to ________.

A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing

Question 56

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.

A) liking
B) awareness
C) preference
D) insistence
E) conviction

Question 57

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

A) two-sided
B) one-sided
C) moral
D) emotional
E) structured

Question 58

Moral appeals ________.

A) relate to the audience's self-interest by showing that the product will produce the desired benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"
E) are based on the idea that practical benefits are more important for consumers than emotions

Question 59

In the AIDA model, the D stands for ________.

A) demand
B) desire
C) data
D) diversion
E) decoding

Question 60

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

A) structure
B) content
C) medium
D) channel
E) format

Question 61

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?

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

Question 62

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

A) a reverse marketing activity
B) nonpersonal marketing
C) buzz marketing
D) sales promotion
E) direct marketing

Question 63

Which of the following statements is true regarding the affordable method for setting a promotion budget?

A) It is mostly used by large businesses.
B) It completely ignores the effects of promotion on sales.
C) It tends to place promotion first among spending priorities.
D) It leads to a certain annual promotion budget.
E) It almost always results in overspending.

Question 64

Nonpersonal communication channels include major media, ________, and events.

A) sales calls
B) buzz marketing
C) atmospheres
D) word-of-mouth influence
E) phone calls

Question 65

Which of the following is the most logical budget-setting method?

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

Question 66

Which of the following statements is true about personal communication channels?

A) A magazine advertisement exemplifies the use of a personal communication channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) Word-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.

Question 67

Which of the following methods is used by companies to set their advertising budgets based on the industry average?

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

Question 68

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

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

Question 69

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) integrated
C) competitive-parity
D) objective-and-task
E) regression

Question 70

Display media includes ________.

A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards

Question 71

________ are staged occurrences that communicate messages to target audiences.

A) Focus groups
B) Encoders
C) Atmospheres
D) Events
E) Decoders

Question 72

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations

Question 73

Which of the following is most likely a shortcoming of advertising?

A) It is the most expensive promotion tool.
B) It cannot reach masses of geographically dispersed buyers.
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
D) It cannot trigger quick sales.
E) It cannot be used to build up a long-term image for a product.

Question 74

Which of the following statements is most likely true regarding the objective-and-task method of budget-setting?

A) It forces management to spell out its assumptions about the relationship between the money spent and promotion results.
B) It is the simplest and least time consuming method to use.
C) It is the least logical budget-setting method.
D) It involves setting the promotion budget to match competitors' outlays.
E) It wrongly views sales as the cause of promotion rather than as the result.

Question 75

Which of the following statements is most likely true regarding the competitive-parity method?

A) This method involves starting with total revenues, deducting operating expenses and capital outlays, and then devoting some portion of the remaining funds to advertising.
B) It is based on the availability of funds rather than on opportunities.
C) It wrongly views sales as the cause of promotion rather than as the result.
D) In this method, promotion budgets are set to match competitors' outlays.
E) This method involves setting the promotion budget at a certain percentage of current or forecasted sales.

Question 76

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal

Question 77

While using the "________ method" for setting an advertising budget, a company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable

Question 78

Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting is used by Sam?

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

Question 79

Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?

A) mass-market advertising
B) personal selling
C) segmented advertising
D) sales promotion
E) public relations

Question 80

In most cases, what is the most expensive promotion tool?

A) advertising
B) personal selling
C) mass media
D) public relations
E) publicity