Deck 8: Integrated Marketing Communications

Question 1

Which of the following is a nonpersonal form of communication that seeks to influence the attitudes,feelings,and opinions of customers,noncustomers,stockholders,suppliers,employees,and political bodies about the organization?

A) Direct mail
B) Online marketing
C) Telemarketing
D) Public relations

Answer 1

D
Explanation: Public relations is a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization. Direct marketing, on the other hand, uses direct forms of communication with customers. It can take the form of direct mail, online marketing, catalogs, telemarketing, and direct response advertising.

Question 2

 Which of the following is a paid form of nonpersonal communication that uses media such as outdoor displays,car cards,or directories to reach out to a target audience?

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

Answer 2

B
Explanation: Advertising is a paid form of nonpersonal communications about an organization, its products, or its activities that is transmitted through a mass medium to a target audience. The mass medium might be television, radio, newspapers, Internet, magazines, outdoor displays, car cards, or directories.

Question 3

 Which of the following is NOT true of the strategic goal of retaining customers? 

A) It costs far more to retain an existing customer than to attract a new customer.
B) Loyal customers are a major asset for every business.
C) Marketing communications can support efforts to create value for existing customers.
D) Interactive modes of communication play an important role in retaining customers.

Answer 3

A
Explanation: Loyal customers are a major asset for every business. It costs far more to attract a new customer than to retain an existing customer. Marketing communications can support efforts to create value for existing customers. Interactive modes of communication can play an important role in retaining customers.

Question 4

Fashion Inc.,a designer clothing company,jointly develops its advertisement plans and sales promotions to create a consistent message for its customers.Fashion Inc.is using:

A) a traditional approach.
B) integrated marketing.
C) mass communication.
D) promotional tactics.

Question 5

The promotional mix of a new complex technology is most likely to focus on:

A) mass media.
B) sales promotion.
C) advertising.
D) personal selling.

Question 6

The marketing department of Cool-down,Inc.,noticed that customers are not buying as many bottles of Cool-down soft drink in December as they usually do in July.Cool-down decided to offer coupons and refunds.It also planned a sweepstake.Which of the following elements of the promotional mix is Cool-down trying to use?

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

Question 7

 Which of the following statements about personal selling is true? 

A) It is a paid form of communication about an organization, its products, or its activities that is transmitted through a mass medium.
B) It is a nonpaid form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, and stockholders.
C) It is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product.
D) It can take the form of direct mail, online marketing, catalogs, outdoor displays, telemarketing, and direct response advertising.

Question 8

Which of the following strategic goals of marketing communication is most likely to stimulate trial purchases of new products and brands by customers?

A) Create awareness
B) Engage in pull strategies
C) Promote cash cow products
D) Build channel relationships

Question 9

The nonpersonal promotional effort for a new breakfast cereal is least likely to rely on: 

A) advertising.
B) sales promotion.
C) public relations.
D) personal selling.

Question 10

 A paid form of nonpersonal communication,about an organization,its products,or its activities that is transmitted through a mass medium to a target audience is called: 

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

Question 11

 Which of the following refers to the combination and types of nonpersonal and personal communication that the organization puts forth during a specified period?

A) Promotion mix
B) Demographic concentration
C) Segment communication
D) Push and pull strategies

Question 12

 If a product is a new complex technology that requires a great deal of explanation,its promotional mix will most likely:

A) focus heavily on personal selling.
B) contain short-run incentives.
C) feature public relation efforts.
D) rely on advertising through mass media.

Question 13

 _____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

A) Building positive images
B) Retaining customers
C) Building channel relationships
D) Identifying prospects

Question 14

 All of the following are important goals of marketing communications EXCEPT: 

A) building positive images.
B) identifying prospects.
C) building channel relationships.
D) designing and product development.

Question 15

 Which of the following products is most likely to contain short-run incentives in its promotion mix?

A) An essential commodity
B) An established product witnessing seasonal decline in sales
C) A product in the decline stage of the product life cycle
D) A product in the research and development stage of the product life cycle

Question 16

An activity or material that offers customers or resellers a direct inducement for purchasing a product is called: 

A) sales promotion.
B) advertising.
C) public relations.
D) personal selling.

Question 17

Which of the following is a form of direct marketing?

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

Question 18

 Which of the following elements of the promotional mix are coupons,sweepstakes,refunds,and displays examples of?

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

Question 19

 Producers help retailers who carry their brands by all of the following ways EXCEPT:

A) arranging with retailers to distribute coupons.
B) setting up special displays in retail stores.
C) featuring their brands in retailers' ads.
D) holding promotional events in retail stores.

Question 20

 A nonpaid form of nonpersonal communication about an organization and its products that is transmitted through a mass medium in the form of a news story is referred to as: 

A) advertising.
B) branding.
C) publicity.
D) online marketing.

Question 21

 Which of the following promotion tools would have the maximum success in encouraging a buyer into ordering a product? 

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

Question 22

Advertising is least suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 23

Which of the following promotional tools is least likely to produce conviction among potential buyers? 

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

Question 24

Which of the following promotional tools is least likely to produce comprehension among potential buyers? 

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

Question 25

Advertising is best suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 26

The implementation of integrated marketing is slower than many would like to see.Which of the following is hindering its successful implementation?

A) A lack of planning and budget problems
B) Internal "turf" battles within the organization
C) Lack of vision and planning
D) Destruction of creativity due to broadening of scope

Question 27

Potential buyers usually go through the buying process that consists of the following steps: awareness,comprehension,conviction,and ordering.Of these steps,sales promotion is least suited for:

A) awareness and comprehension.
B) comprehension and ordering.
C) conviction and ordering.
D) awareness and conviction.

Question 28

_____ are most suitable for convincing potential buyers that a product has value for them.

A) Personal selling and advertising
B) Advertising and sales promotion
C) Sales promotion and public relations
D) Public relations and personal selling

Question 29

Personal selling is best suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 30

_____ are least likely to be successful in encouraging a buyer into ordering a product.

A) Personal selling and advertising
B) Advertising and public relations
C) Public relations and sales promotion
D) Sales promotion and personal selling

Question 31

Which of the following is a factor hindering the successful implementation of integrated marketing communication?

A) A lack of planning and budget problem
B) Reluctance of advertising agencies to broaden their role
C) Lack of vision and planning
D) Destruction of creativity due to broadening of scope

Question 32

Which of the following viewpoints about the contribution of advertising to the economic health of a firm understands and appreciates two other viewpoints but,in addition,sees advertising as a competitive weapon?

A) The generalist viewpoint
B) The specialist approach
C) The strategic viewpoint
D) The marketing management approach

Question 33

_____ are least suitable for spreading awareness of a product or service.

A) Personal selling and advertising
B) Advertising and public relations
C) Public relations and sales promotion
D) Sales promotion and personal selling

Question 34

Personal selling is least suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 35

Sun Products markets Snug fabric softener.It uses the image of a soft bear named Snug in television and print ads for the fabric softener.The bear,which is used as a sales promotion device,also appears on T-shirts,and is extensively used on Sun Products' Web site.Sun Products is focusing on:

A) mass marketing and customer acquisition.
B) public relations exclusively to promote its product.
C) monitoring spending habits of customers.
D) presenting a consistency on brand messages.

Question 36

Which of the following promotional tools is most likely to be successful in creating awareness among potential buyers? 

A) Personal selling
B) Door-to-door selling
C) Public relations
D) Sales promotion

Question 37

Which of the following promotion tools is most likely to be successful in aiding the comprehension process of potential buyers? 

A) Personal selling
B) Advertising
C) Sales promotion
D) Public relation

Question 38

Public relations is best suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 39

 If you have a generalist viewpoint about the contribution of advertising to the economic health of your firm,you are most likely to be concerned with:

A) Starch Reports.
B) the Arbitron Index.
C) the Nielson Index.
D) return on investment.

Question 40

Sales promotion is best suited for which of the following steps of the buying process that potential buyers usually go through?

A) Awareness
B) Comprehension
C) Conviction
D) Ordering

Question 41

Which of the following observations is true of the percent-of-sales approach of determining advertising spending?

A) It is often used in conjunction with the research approach.
B) It attempts to determine the retail price by using production costs as a base.
C) The basic philosophy underlying this approach is that advertising is defensive.
D) This approach is popular in retailing.

Question 42

Which of the following is an ethical and legal concern associated with advertising?

A) Failure to disclose product limitations or safety concerns
B) Using unauthorized mailing lists to reach consumers
C) Encouraging materialism and excessive consumption
D) Using economic power to gain favorable publicity

Question 43

Which of the following methods of determining advertising spending attempts to determine retail price by using production costs as a base? 

A) Percent of sales
B) The task approach
C) Per-unit expenditure
D) Competitive parity

Question 44

The basic problem with this method of determining advertising spending is that it views advertising as a function of sales,rather than sales as a function of advertising.

A) Percent of sales
B) Rate-of-return
C) Competitive parity
D) The research approach

Question 45

Identify the ethical and legal concern associated with personal selling.

A) Failing to disclose product limitations or safety concerns
B) Encouraging materialism and excessive consumption
C) Reinforcing ethnic and racial stereotypes
D) Using unauthorized mailing lists to reach consumers

Question 46

Which of the following is an ethical and legal concern associated with personal selling?

A) Misrepresenting product health
B) Encouraging materialism and excessive consumption
C) Reinforcing ethnic and racial stereotypes
D) Using unauthorized mailing lists to reach consumers

Question 47

Which of the following is an ethical and legal concern associated with direct marketing communications?

A) Failing to disclose product limitations or safety concerns
B) Using consumer database information without consumers' authorization
C) Reinforcing ethnic and racial stereotypes
D) Using unauthorized mailing lists to reach consumers

Question 48

A company that manufactures cosmetics introduces a new product.To popularize this product,they use unauthorized mailing lists to reach consumers.This represents ethical and legal concerns related to _____.

A) advertising
B) public relations
C) sales promotion
D) mass media

Question 49

Which of the following is an ethical and legal concern associated with sales promotion?

A) Misrepresenting product health
B) Using unauthorized mailing lists to reach consumers
C) Reinforcing ethnic and racial stereotypes
D) Failure to disclose product limitations or safety concerns

Question 50

Which of the following approaches of determining advertising spending views advertising as a function of sales,rather than sales as a function of advertising?

A) Per-unit expenditure
B) Rate-of-return
C) Competitive parity
D) The research approach

Question 51

Identify the ethical and legal concern associated with public relations.

A) Failure to disclose product limitations or safety concerns
B) Using unauthorized mailing lists to reach consumers
C) Reinforcing ethnic and racial stereotypes
D) Orchestrating news events to present a false appearance of widespread support for the company position

Question 52

Which of the following statements is true about the per-unit expenditure approach of determining advertising spending?

A) This method is popular with higher-priced merchandise.
B) The basic philosophy underlying this approach is that advertising is defensive.
C) This approach is often used in conjunction with the research approach.
D) This approach is essentially a followership technique.

Question 53

Which of the following statements about the methods of establishing advertising budgets is true? 

A) The per-unit expenditure approach is most popular in retailing.
B) The percent-of-sales method is popular with higher-priced merchandise.
C) The all-you-can-afford approach to budgeting is a "followership" strategy.
D) The task approach is often used in conjunction with the research approach.

Question 54

As the marketing head of New Inc.,you have to decide the size of the advertising budget for a hair care product which was a star earner last year but has seen its market share plummet recently.Which of the following is going to help the product regain its market share the most in the long term?

A) Employ the art of discounting
B) Fund price promotions
C) View advertising as a nondiscretionary cost
D) Decide ad budget according to growth trends

Question 55

Which of the following is an ethical and legal concern associated with public relations?

A) Failure to disclose product limitations or safety concerns
B) Using unauthorized mailing lists to reach consumers
C) Reinforcing ethnic and racial stereotypes
D) Paying lip service to worthwhile causes

Question 56

Identify the ethical and legal concern associated with advertising.

A) Failure to disclose product limitations or safety concerns
B) Using consumer database information without consumers' authorization
C) Reinforcing ethnic and racial stereotypes
D) Using economic power to gain favorable publicity

Question 57

Identify the ethical and legal concern associated with sales promotion.

A) Misrepresenting product health
B) Paying slotting allowances to gain retail shelf space
C) Reinforcing ethnic and racial stereotypes
D) Failure to disclose product limitations or safety concerns

Question 58

Which of the following is going to help a product gain market share the most in the long term?

A) Employ the art of discounting
B) Fund price promotions
C) View advertising as a nondiscretionary cost
D) Decide ad budget according to growth trends

Question 59

Which of the following approaches of determining advertising spending establishes the advertising budget as a predetermined share of profits or financial resources?

A) Per-unit expenditure
B) All you can afford
C) Competitive parity
D) The research approach

Question 60

The availability of current revenues sets the upper limit of the ad budget for which of the following approaches of determining advertising spending?

A) Per-unit expenditure
B) All you can afford
C) Competitive parity
D) The research approach

Question 61

Which of the following is an advantage of magazines over newspapers as an advertising medium?

A) Flexibility and timeliness
B) Intense coverage of local markets
C) High believability of printed word
D) Pass-along readership

Question 62

Which of the following is an example of a sales promotion activity aimed at final consumers or users?

A) Bonuses
B) Coupons
C) Catalogs
D) Price deals

Question 63

 Which of the following types of trade promotions is least likely to have the desired effect on the owner of a small shoe retailer? 

A) Trade deals
B) Contests
C) Advertising allowance
D) Push money

Question 64

Which of the following is an example of a sales promotion activity aimed at middlemen?

A) Bonuses
B) Coupons
C) Displays
D) Price deals

Question 65

Which of the following is a disadvantage of advertising through the Internet?

A) Short message life
B) High cost per exposure
C) Low information content
D) Untimely

Question 66

 Which of the following involves aiming promotional efforts at distributors,retailers,and sales personnel to gain their cooperation in ordering,stocking,and accelerating the sales of a product?

A) Horizontal marketing
B) Push marketing
C) Creative marketing
D) Target marketing

Question 67

In terms of the marketing communication process,translating a product idea or marketing message into an effective ad is termed:

A) encoding.
B) allocating.
C) disseminating.
D) positioning.

Question 68

 Which of the following best describes the procedure for evaluating the specific advertisement objective of attitude? 

A) Potential buyers are asked to rate competing brands on determinant attributes.
B) Potential buyers are asked to indicate brands that come to mind in a product category.
C) Potential audience members are asked to rank alternative advertisements as best liked.
D) Potential buyers are asked to indicate the likelihood they will buy a brand.

Question 69

Which of the following is an advantage of the radio as an advertising medium?

A) Audience selectivity
B) Relative absence of competing advertisements
C) Standardized rate structures
D) Personalized

Question 70

"Advertising is defensive" is the basic philosophy underlying the _____ approach to determining advertising spending.

A) competitive parity
B) per-unit expenditure
C) all-you-can-afford
D) research

Question 71

 _____ involve(s)aiming promotional efforts directly at customers to encourage them to ask the retailer for the product. 

A) Horizontal marketing
B) Pull marketing
C) Creative marketing
D) Target marketing

Question 72

Which of the following approaches of determining advertising spending is often used in conjunction with other approaches?

A) Per-unit expenditure
B) All you can afford
C) Competitive parity
D) Percent of sales

Question 73

 Contests,displays,and portfolios are examples of sales promotion activities aimed at:

A) middlemen.
B) a company's own sales force.
C) final consumers or users.
D) resellers.

Question 74

 The rate of exposure to an advertisement is known as: 

A) average frequency.
B) reach intensity.
C) frame rate.
D) time to target market.

Question 75

Southern Elegance,a catering company,is planning to advertise its services to businesses in the area.It wants to use an advertising medium which is low in cost and high in audience selectivity.Which of the following media is Southern Elegance most likely to use?

A) Direct mail
B) Outdoor
C) Television
D) Radio

Question 76

 The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as: 

A) average frequency.
B) reach.
C) target exposure.
D) frame rate.

Question 77

 Ads for cotton emphasize how comfortable the fabric is to wear and encourages consumers to look for the cotton logo and only buy clothing that is 100 percent cotton.Which of the following strategies is being used by these ads?

A) Concept
B) Pull
C) Target
D) Horizontal

Question 78

 Which of the following is an objective of trade sales promotions? 

A) Encourage the retailer to trade up or purchase larger sizes of the product
B) Induce the retailer to try the product
C) Induce small retailers to participate in promotions involving contests or sweepstakes
D) Reduce the manufacturer's inventories and increase the retailer's inventories

Question 79

Which of the following is aimed at distributors and retailers of products?

A) Trade promotions
B) Rebates and refunds
C) Pull marketing
D) Premiums

Question 80

A local hardware store owner is preparing an annual advertising budget for his firm.He believes that advertising is defensive.Based on this,which of the following methods for establishing an advertising budget is he most likely to use?

A) All you can afford
B) Task approach
C) Competitive parity
D) The research approach