Deck 12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

Question 1

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

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

Answer 1

A

Question 2

In seeking to develop relationships with customers,a firm practicing IMC would be most likely to measure success by .

A)its partner relationships
B)brand awareness
C)share of market
D)channel of distribution efficiencies
E)share of customer

Answer 2

E

Question 3

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

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

Answer 3

C

Question 4

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

A)Public relations efforts are the promotional focus.
B)The budget for all promotional efforts decreases.
C)Sales promotion efforts are increased.
D)Advertising expenses increase.
E)Personal selling costs are increased.

Question 5

An e- mail from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of .

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

Question 6

Which of the following is true about database marketing?

A)It does not facilitate cross- selling.
B)It is exchange- oriented.
C)It is interactive.
D)It is used primarily in business- to- business marketing.
E)It focuses on the generation of lists of customers for cold calling.

Question 7

Chevrolet runs a promotion whereby consumers can redeem two free single- day ski lift tickets at their local dealer through a test- drive promotion.According to the communication model,the people coming into the dealership to test- drive a vehicle are the .

A)medium
B)encoders
C)message
D)source
E)feedback

Question 8

When FedEx communicates with its target markets through the use of a print medium such as Newsweek magazine,it is using which element of the promotion mix?

A)direct marketing
B)personal selling
C)sales promotion
D)advertising
E)word of mouth marketing

Question 9

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

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

Question 10

If you visit ? HYPERLINK "http://www.diamondsareforever.com/" ?www.diamondsareforever.com,?you can design your own ring.This site,which is operated by De Beers,then allows you to e- mail a picture of your ring to friends and relatives.This way,they can share in the excitement and be informed of the Web site's existence.De Beers is using .

A)stealth marketing
B)viral marketing
C)direct marketing
D)buzz marketing
E)guerrilla marketing

Question 11

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

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

Question 12

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 medium of this ad is .

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

Question 13

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

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

Question 14

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using .

A)a push strategy
B)a pull strategy
C)guerrilla marketing
D)public relations
E)viral marketing

Question 15

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)decoding
B)encoding
C)messaging
D)signifying
E)sourcing

Question 16

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

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

Question 17

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

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

Question 18

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

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

Question 19

Business- to- consumer companies are more likely to emphasize a strategy,while business- to- business companies are more likely to emphasize a _ strategy.

A)pulse; push
B)pull; push
C)push; pulse
D)pulse; pull
E)push; pull

Question 20

Which of the following best explains why a forty- year- old woman and a fifteen- year- old boy would interpret an ad for an age- minimizing makeup differently?

A)One is not as likely as the other to provide feedback.
B)They respond in contrasting ways to different media.
C)They are not equally susceptible to noise.
D)They have different frames of reference.
E)They follow different communication models.

Question 21

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

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

Question 22

On- line consumer comments,product- related stories,images,and even webcasts are all part of .

A)guerrilla marketing
B)experiential marketing
C)direct marketing
D)mass media
E)consumer- generated media

Question 23

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

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

Question 24

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

A)It does not make the audience feel the need to respond.
B)It is impersonal.
C)It carries on one- way communication with the audience.
D)It can be very costly.
E)It does not allow the marketer control over when the message will appear.

Question 25

Which of the following is NOT characteristic of integrated marketing communication (IMC)?

A)IMC begins with the customer.
B)IMC involves two- way communication.
C)IMC focuses on maintaining customer behavior.
D)IMC seeks to develop relationships with customers.
E)IMC creates a single unified voice.

Question 26

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

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

Question 27

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

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

Question 28

In the AIDA model,the D stands for .

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

Question 29

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 price lining method
D)the AIDA method
E)the push- pull method

Question 30

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)stealth marketing
B)direct marketing
C)public service activities
D)word of mouth marketing
E)guerrilla marketing

Question 31

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,which of the following would be the best way for the source to measure feedback?

A)the number of people to whom Melina Kanakaredes is an appealing spokesperson
B)the number of people who redeem the coupon
C)the number of subscribers to Ladies' Home Journal
D)the number of people make up the target market
E)the number of people who were exposed to the ad

Question 32

was developed by companies with smaller advertising budgets who sought innovative ways of getting consumers' attention.

A)Word of mouth marketing
B)Consumer- generated marketing
C)Buzz marketing
D)Experiential marketing
E)Guerrilla marketing

Question 33

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

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

Question 34

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

Question 35

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

Question 36

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

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

Question 37

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids.The commercial also emphasizes that Martox is less expensive than Tums.Martox is most likely at which stage of the product life cycle?

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

Question 38

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

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

Question 39

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

Question 40

The within the communication model must contain the information necessary to persuade,inform,remind,or build a relationship.

A)encoder
B)medium
C)source
D)message
E)decoder

Question 41

A company using IMC would be most likely to evaluate the effectiveness of a promotional campaign with which of the following?

A)buzz measures
B)percentage- of- sales methods
C)brand awareness measures
D)competitive- parity methods
E)marketing ROI (return on investment)

Question 42

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

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

Question 43

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

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

Question 44

Which of the following is a marketing strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

A)experiential marketing
B)buzz marketing
C)guerrilla marketing
D)viral marketing
E)direct marketing

Question 45

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

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

Question 46

A television ad for Hanes underwear showed Michael Jordan and a group of young men trying not to look at Jordan in a locker room situation.The ad indicates these men want to wear the same kind of underwear Jordan does.In terms of the communication model,the medium of this ad is .

A)television
B)Michael Jordan
C)the other men in the locker room
D)the locker room
E)Hanes

Question 47

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

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

Question 48

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

A)direct marketing
B)experiential marketing
C)word of mouth marketing
D)public relations
E)guerilla marketing

Question 49

The is the focus for companies adopting the integrated marketing communications (IMC)perspective.

A)channel partner
B)media
C)stockholder
D)customer
E)public

Question 50

Vitamin drinks are in the growth stage of their product life cycle.This means that promotion for vitamin drinks most likely focuses on .

A)stressing product benefits through advertising
B)encouraging trial through sales promotion
C)encouraging customers to switch brands through sales promotion
D)creating public awareness through public relations
E)using push strategies.

Question 51

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)decline
D)maturity
E)awareness

Question 52

A 50- cents- off coupon for a box of Total cereal is an example of which of the following?

A)a sales promotion
B)direct selling
C)advertising
D)direct marketing
E)a source in the communication model

Question 53

A company is implementing a(n)strategy when it mails an announcement to a few hundred local residents or airs a television commercial to millions.

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

Question 54

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

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

Question 55

An advertisement that focuses on a product's positive attributes and reasons that customers should buy it is a .

A)comparative message
B)loyalty message
C)one- sided message
D)push message
E)two- sided message

Question 56

Which of the following refers to word- of- mouth communication that is viewed as authentic and generated by customers?

A)experiential marketing
B)viral marketing
C)hype
D)buzz
E)guerrilla marketing

Question 57

To adopt an integrated marketing communications (IMC)philosophy,a company must be concerned about the creation of communication harmony.This means the company should .

A)use all of the elements of its promotional mix plus product design and packaging to create a single message
B)take a niche approach to promotion
C)formulate a generalized mission statement that supports several objectives
D)create different promotional strategies for each market
E)use flexible pricing

Question 58

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

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

Question 59

Viral marketing primarily uses which of the following communication channels?

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

Question 60

Perhaps the most logical budget- setting method is the method because it is based on spending necessary to accomplishing specific promotion goals.

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

Question 61

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are implementing a strategy.

A)personal appeal
B)push
C)mass appeal
D)public relations
E)buzz

Question 62

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 to seek out customer feedback
D)the need for continuous quantitative measurement
E)the need to check the reality of customers' unsolicited feedback

Question 63

After determining its communication objectives,the company's next step in developing an IMC plan is to .

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

Question 64

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

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

Question 65

A representative from a nationally known cookie manufacturer is at a local supermarket distributing samples of a new flavor of cookie that the company has just introduced.The cookie manufacturer is implementing in giving away samples of the cookie.

A)word of mouth marketing
B)sales promotion
C)personal selling
D)guerilla marketing
E)direct marketing

Question 66

Which of the following,if done correctly,do marketers consider to be the most powerful tool for creating long- lasting brand loyalty?

A)advertising
B)experiential marketing
C)sales promotion
D)guerrilla marketing
E)stealth marketing

Question 67

IMC stands for .

A)intelligent marketing communication
B)interactive marketing communication
C)interactive management communication
D)integrated management communication
E)integrated marketing communication

Question 68

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

A)purchase
B)relationship
C)desire
D)loyalty
E)demand

Question 69

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

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

Question 70

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

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

Question 71

Toward the end of the fiscal year,the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150,000 on promotion.As soon as he arrived at the office,he called his financial manager and said,"I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

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

Question 72

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

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

Question 73

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

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

Question 74

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

Question 75

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

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

Question 76

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

Question 77

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

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

Question 78

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

A)mass
B)touchpoint
C)integrated
D)segmented
E)coordinated

Question 79

is the creation of an ongoing relationship with a set of customers with an identifiable interest in a product and whose responses to promotional efforts become part of the ongoing communication process.

A)Integrated marketing communication
B)Direct selling
C)Direct marketing
D)Database marketing
E)Buzz marketing

Question 80

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

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