Deck 15: Designing and Managing Integrated Marketing Communications

Question 1

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

Answer 1

D

Question 2

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

Answer 2

A

Question 3

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

Answer 3

C

Question 4

________ 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 5

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 6

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 7

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 8

________ 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 9

________ 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 10

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 11

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 12

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 13

________ 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

Question 14

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 15

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

Question 16

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 17

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

Question 18

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 19

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

A) feedback
B) noise
C) receiver
D) message
E) sender

Question 20

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 21

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 22

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following is a positively oriented relevant brand need?

A) problem removal
B) social approval
C) normal depletion
D) problem avoidance
E) incomplete satisfaction

Question 23

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance

Question 24

Which of the following ads depict a transformational appeal?

A) Thompson Water Seal can withstand intense rain, snow, and heat
B) DIRECTV offers better HD options than cable or other satellite operators
C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's
D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years
E) Excedrin stops the toughest headache pain

Question 25

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

Question 26

Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?

A) principle of closure
B) principle of duality
C) principle of delegation
D) principle of congruity
E) principle of neutrality

Question 27

Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?

A) expert channels
B) social channels
C) advocate channels
D) independent channels
E) informal channels

Question 28

Which of the following personal communications channels consist of family members,neighbors,friends,and associates talking to target buyers?

A) expert channels
B) advocate channels
C) social channels
D) formal channels
E) sponsored channels

Question 29

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 30

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 31

________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.

A) Likability
B) Expertise
C) Experience
D) Trustworthiness
E) Compassion

Question 32

Creative strategies refer to _______.

A) the way marketers translate their messages into a specific communication
B) the amount of creative content in a communications message
C) the degree of innovation involved in the marketing of a product
D) the novelty of a marketing communication
E) the type of medium used to deliver a marketing communication

Question 33

________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.

A) Trustworthiness
B) Expertise
C) Acquaintance
D) Likability
E) Professionalism

Question 34

A(n)________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

A) logical
B) transformational
C) reasonable
D) informational
E) rational

Question 35

A(n)________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational

Question 36

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

A) expertise
B) trustworthiness
C) likability
D) integrity
E) experience

Question 37

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following is a negatively oriented relevant brand need?

A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement

Question 38

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 39

Which is the first step to be performed by a marketer in developing effective marketing communications?

A) identifying a target audience
B) determining the objectives
C) establishing the budget
D) deciding on the media mix
E) selecting the communication channels

Question 40

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 41

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

A) The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications.
B) The percentage-of-sales method views sales as the determiner of communications rather than as the result.
C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds.
D) The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending.
E) The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves.

Question 42

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

Question 43

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 44

Though the target audience can be profiled in terms of demographic,psychographic,or behavioral segments,it is often useful to do so in terms of usage and loyalty.

Question 45

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 46

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

Question 47

Which of the following statements is true of the two-step approach to mass communications?

A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.
B) Communications through mass media bypasses opinion leaders and reaches the individual buyers.
C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.
D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.

Question 48

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

A) fixed annual budget
B) suitable for long-range planning
C) priority given to role of promotion as an investment
D) calculated to reflect what the company can spare for marketing communications
E) based on the immediate impact of promotion on sales volume

Question 49

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Trent,the chief financial officer to decide on the company's marketing communications budget.They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications,after resources have been allocated to other functions,such as R&D,logistics,etc.What method did Kelly and Trent use to arrive at the marketing communications budget?

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

Question 50

Personal influence in marketing communications carries great weight when ________.

A) the product being marketed is a convenience item
B) the purchase of the product is considered to be safe and risk-free
C) the product suggests something about the user's status or taste
D) the product being marketed is purchased on a frequent basis
E) the product or service in question is used without being recommended by others

Question 51

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 52

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Trent,the chief financial officer to decide on the company's marketing communications budget.They decide to trust in the prevailing collective wisdom of the industry as a whole,and not wanting to instigate a communications war,settle on spending only as much as their nearest market rival does on marketing communications.What method did Kelly and Trent use to arrive at the marketing communications budget?

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

Question 53

Janet is a marketing manager with a Injoos,a company that manufactures packaged fruit juices.Knowing that several other companies in the market offer similar products,Janet 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 54

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

Question 55

Which of the following is a form of mass communications channel?

A) interactive marketing
B) personal selling
C) public relations
D) word of mouth marketing
E) sales presentations

Question 56

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Trent,the chief financial officer to decide on the company's marketing communications budget.After extensive discussions,they decide that the size of the budget will be calculated as a fraction of the overall turnover.What method did Kelly and Trent use to arrive at the marketing communications budget?

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

Question 57

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 58

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 59

Top Gear is an award-winning British television series about motor vehicles,mainly cars.It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance,their prices,and other factors.Which of the following personal communications channels is Top Gear closest to in description?

A) expert channel
B) formal channel
C) social channel
D) sponsored channel
E) advocate channel

Question 60

The marketing communications objective of "brand attitude" refers to helping consumers evaluate the brand's perceived ability to meet a currently relevant need.

Question 61

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Question 62

Motivational or "borrowed interest" devices-such as the presence of cute babies,frisky puppies,popular music,or provocative sex appeals-are often employed to attract attention and raise involvement with an ad.

Question 63

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Question 64

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost,selling price,and profit per unit.

Question 65

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

Question 66

The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

Question 67

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

Question 68

Although personal communication is often more effective than mass communication,mass media might be the major means of stimulating personal communication.

Question 69

Personal influence carries especially great weight when products are inexpensive,risk-free,or purchased frequently.

Question 70

Media coordination can occur across and within media types,but marketers should combine personal and nonpersonal communications channels through multiple-vehicle,multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

Question 71

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

Question 72

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing,word of mouth marketing,and personal selling.

Question 73

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Question 74

The most highly credible source would score high on at least two of the three dimensions-expertise,trustworthiness,and likability.

Question 75

Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active,youthful people uses a transformational appeal as its creative strategy.

Question 76

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

Question 77

What are the steps involved in developing effective marketing communications?

Question 78

What are the elements of the marketing communications mix?

Question 79

How is coordination of media achieved through integrated marketing communications?

Question 80

What is integrated marketing communications? What is its significance in the current marketing environment?