Deck 1: An Introduction to Integrated Marketing Communications

Question 1

Business-to-business advertising is limited to industrial goods; services such as insurance and travel service are not included in this category.
Advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Industrial goods are products that become a physical part of another product (raw material or component parts). Business services such as insurance, travel services, and health care are also included in this category.

Answer 1

False

Question 2

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.
Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. Probably the most influential type of unexpected contact is a word-of-mouth message, which refers to a personal communication that comes from friends, associates, neighbors, co-workers, or family members.

Answer 2

True

Question 3

The status gained from owning a particular brand is an example of a functional benefit.
Value is the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. Benefits can be functional (the performance of the product), experiential (what it feels like to use the product), and/or psychological (feelings such as self-esteem or status that result from owning a particular brand).

Answer 3

False

Question 4

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers.
The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business-to-business marketers.

Question 5

Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications.
When a firm is in the stage of analyzing the communication process of the promotional planning process, it examines how effectively it can communicate with consumers in its target markets. Preliminary discussion of media-mix options (print, TV, radio, newspaper, direct marketing, Internet) and their cost implications might also occur at this stage.

Question 6

There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.
There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.

Question 7

Which of the following statements best defines value?

A)The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea
B)The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand
C)The desire and ability of two or more parties to exchange something of importance with one another
D)The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it
E)The amount of funds invested by the shareholders of a company in promoting its product portfolio

Question 8

According to the American Marketing Association's definition of marketing, which of the following statements is true?

A)Most marketers are seeking a one-time exchange or transaction with their customers.
B)The focus of production-driven companies is on developing and sustaining relationships with their customers.
C)Successful companies recognize that creating and delivering value to their customers is extremely important.
D)Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them.
E)By definition, a marketing transaction has to involve the exchange of money.

Question 9

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.

Question 10

Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising.
Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as professional advertising.

Question 11

Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image.
Companies or brands that are new to the market or those for whom perceptions are negative may have to concentrate on their images, not just the benefits or attributes of the specific product or service. On the other hand, a firm with a strong reputation and/or image is already a step ahead when it comes to marketing its products or services.

Question 12

Which of the following is an example of a marketing exchange?

A)The waitress gave Cyrus a menu and he placed his food order.
B)Griffin helped Mandy replace the air filter in her lawn mower.
C)Ken and Maggie gave their son an MP3 player for his birthday.
D)Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence.
E)Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

Question 13

The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient.
The nonpersonal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient. Therefore, before the message is sent, the advertiser must consider how the audience will interpret and respond to it.

Question 14

Most consumers in generation Y are very receptive to traditional advertising.
Many consumers in generation Y, the age cohort born between 1979 and 1994, are very skeptical of traditional advertising. Having grown up in an even more media-saturated and brand conscious world than their parents did, they respond to advertising differently and prefer to encounter marketing messages in different places and from different sources.

Question 15

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to As marketers embraced the concept coordinate the use of a variety of promotional tools rather than relying primarily on media advertising. A number of companies also began to look beyond traditional advertising agencies and use other types of promotional specialists.

Question 16

The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.
The integrated marketing communications approach seeks to have all of a company's marketing and promotional activities project a consistent, unified image to the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.

Question 17

Not all marketing transactions involve the exchange of money for a product or service.
Not all marketing transactions involve the exchange of money for a product or service. Nonprofit organizations such as various causes, charities, religious groups, the arts, and colleges and universities receive millions of dollars in donations every year. Many nonprofit organizations used ads to solicit contributions from the public.

Question 18

Primary-demand advertising focuses on creating demand for a specific company's brands.
Primary-demand advertising is designed to stimulate demand for the general product class or entire industry. Selective-demand advertising focuses on creating demand for a specific company's brands. Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand.

Question 19

The first step in the IMC planning process is to review the marketing plan and objectives.
The first step in the IMC planning process is to review the marketing plan and objectives. Before developing a promotional plan, marketers must understand where the company (or the brand) has been, its current position in the market, where it intends to go, and how it plans to get there.

Question 20

Nontraditional media account for the majority of companies' marketing communications expenditures.
While the traditional media and sales promotion still account for the majority of companies' marketing communications expenditures, more monies are being allocated to nontraditional media and the amount is expected to continue to increase rapidly, particularly for digital-originated spending.

Question 21

_____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

A)Branding
B)Product distribution
C)Pricing
D)Promotion
E)Market segmentation

Question 22

Which of the following best defines integrated marketing communications?

A)It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support.
B)It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers.
C)It is software that gathers and analyzes information about customer interactions with all the employees of a company.
D)It is a collection of informational resources that describes a company's products and services and assists in marketing the same.
E)It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usagE.During the 1980s, firms began moving toward the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers.

Question 23

The primary goal of an integrated marketing communications program is to:

A)have a company's entire marketing and promotional activities project a consistent, unified image to its customers.
B)control all facets of a product's distribution.
C)communicate with customers primarily through mass-media advertising.
D)have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers.
E)create a strong distribution network, via marketing, which is capable of destabilizing any competition.

Question 24

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.

A)Brand evangelism
B)Brand identity
C)Brand extension
D)Brand differentiation
E)Brand engagement

Question 25

Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product.

A)brand evangelism
B)brand dilution
C)brand language
D)brand identity
E)brand repositioning

Question 26

To respond to media fragmentation, marketers are increasing their spending on:

A)mass media communication.
B)television advertising.
C)micromarketing.
D)mass production.
E)product packaging.

Question 27

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:

A)positioning.
B)integration.
C)channel conflict.
D)relationship marketing.
E)diffusion.

Question 28

According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.

A)experiential marketing
B)buzz marketing
C)double-loop marketing communications
D)integrated marketing communications
E)bait marketing

Question 29

Product, price, promotion, and _____ are the 4Ps of the marketing mix.

A)people
B)place
C)package
D)print
E)privilege

Question 30

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

A)Decentralized communication systems
B)Bait-and-switch marketing approach
C)Integrated marketing communications
D)Mass media advertising
E)Customer newsletter service

Question 31

_____ has long been the cornerstone of brand building efforts for many companies.

A)Interactive media
B)Mass-media advertising
C)Online marketing
D)Product placement
E)Personal selling

Question 32

Which of the following is true of integrated marketing communication?

A)It does not include sales promotion.
B)It calls for a "big picture" approach to promotional activities.
C)It segregates and highlights various promotional activities.
D)It is also typically referred to as buzz marketing.
E)It personifies advertising as the dominant form of promotion.

Question 33

Traditionally, which of the following has been considered an element of the promotional mix?

A)Packaging
B)Advertising
C)Direct marketing
D)Interactive media
E)Branding

Question 34

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

A)mass-media advertising.
B)sales promotion.
C)public relations.
D)publicity.
E)direct marketing.

Question 35

The 4A's definition of integrated marketing communications focuses on:

A)the organizations creating a sustainable supply chain for developing a socially responsible business.
B)the fact that nonpersonal communications must be totally avoided for a better communications impact.
C)the employees keeping track of future prospects by maintaining a customer interaction tracker.
D)the development of bait-and-switch marketing activities in all organizations.
E)the process of using all forms of promotion to achieve maximum communication impact.

Question 36

According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?

A)It is a tactical integration of various communication activities.
B)It does not view the audience as an important part of the IMC process.
C)It does not view the employees as an important part of the IMC process.
D)It is viewed as an ongoing strategic business process.
E)It simply involves bundling promotional mix elements together.

Question 37

CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project-to-project basis. The assimilation of these various promotional tools is commonly referred to as:

A)bait-and-switch marketing.
B)sales promotion activities.
C)integrated marketing communications.
D)double loop marketing.
E)segmented marketing communications.

Question 38

Price, product, place, and promotion together form the:

A)points-of-parity.
B)promotional mix.
C)marketing mix.
D)supply chain components.
E)exchange mix.

Question 39

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

A)the marketing mix
B)audience segmentation
C)integrated marketing communications
D)the promotional mix
E)cumulative prospect theory

Question 40

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as:

A)switch marketing.
B)micro-marketing.
C)integrated marketing communications.
D)buzz marketing.
E)bait-and-switch marketing.

Question 41

Which of the following is true of advertising as a form of promotion?

A)Low cost per contact
B)Non-paid form of promotion
C)Sponsor or advertiser not identified
D)Immediate feedback and capability to close sales
E)Makes use of non-traditional media

Question 42

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

A)Advertising
B)Personal selling
C)Sampling
D)Couponing
E)Door-to-door selling

Question 43

Retail/local advertising often takes the form of:

A)trade advertising.
B)selective-demand advertising.
C)bait and switch advertising.
D)direct-action advertising.
E)indirect response advertising.

Question 44

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

A)Advertising
B)Branding
C)Packaging
D)Publicity
E)Sales promotion

Question 45

Which the following factors is generally neglected through the use of advertising?

A)Ability to reach mass markets
B)Low cost per contact
C)Ability to create brand images and symbolism
D)Immediate feedback
E)Control of message content and media placement

Question 46

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:

A)the marketing mix.
B)marketing strategy tools.
C)the growth-share matrix.
D)the promotional mix.
E)the hype cyclE.The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix.Traditionally, the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling.

Question 47

Which of the following is true of advertising?

A)Advertising attempts to create a personal relationship with the consumers.
B)The nature and purpose of advertising is usually the same across various industries.
C)Advertising is a valuable tool for building brand and company equity.
D)Advertising is used only for the promotion of mass consumer products.
E)One disadvantage of advertising is that it is extremely personal to consumers.

Question 48

Which of the following is true of retail advertising?

A)It is done by large companies on a nationwide basis or in most regions of the country.
B)It takes the form of direct-response advertising.
C)It is done to build store traffic and sales.
D)It is designed to stimulate demand for the general product class or an entire industry.
E)It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.

Question 49

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

A)professional
B)trade
C)business-to-business
D)national
E)direct-response

Question 50

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.

A)trade
B)facultative
C)professional
D)direct-action
E)B-to-B

Question 51

Primary-demand advertising is designed to:

A)influence the purchase of only industrial goods and services.
B)stimulate demand for a general product class or entire industry.
C)help launch a specific line extension.
D)stimulate demand for existing products that are "dying."
E)create a market share gain for the industry leader.

Question 52

Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using _____.

A)national advertising
B)primary demand advertising
C)trade advertising
D)business-to-business advertising
E)professional advertising

Question 53

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.

A)Trade
B)Professional
C)Direct response
D)Retail
E)National

Question 54

A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the city. A to Z most likely used _____.

A)national advertising
B)trade advertising
C)retail advertising
D)primary-demand advertising
E)direct response advertising

Question 55

The best-known and most widely discussed form of promotion is:

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

Question 56

Advertising is defined as any:

A)paid form of nonpersonal communication about a product, service, or company.
B)form of media communication which provides an opportunity for immediate feedback.
C)communication that moves a product from one level to another level of the distribution channel.
D)personal communication from a company's representative to prospective buyers.
E)nonpersonal communication about a product or service that is not paid for or run under identified sponsorship.

Question 57

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

A)primary-demand
B)selective-demand
C)trade
D)professional
E)industrial

Question 58

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

A)It provides for immediate feedback from the message recipient.
B)It makes use of only magazines as a primary medium of advertising.
C)It is a form of nonpersonal mass media communication medium.
D)It is most widely used because of its pervasiveness.
E)It is a paid form of mass media communication medium.

Question 59

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?

A)Mass advertising
B)Direct marketing
C)Personal selling
D)Sales promotion
E)Publicity

Question 60

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:

A)trade advertising.
B)primary-demand advertising.
C)secondary-demand advertising.
D)retail advertising.
E)professional advertising.

Question 61

Which of the following is true of trade-oriented sales promotion?

A)It is also known as buzz promotion.
B)It targets members of the supply chain.
C)It is targeted at the ultimate user of a product.
D)It uses rebates and couponing.
E)It includes sweepstakes and premiums.

Question 62

Which of the following is an example of retail advertising?

A)Advertisement of a health drink that compares its benefits to its competitor's
B)Beef council stimulating the demand for beef through an ad
C)Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers
D)Pink Airline's ad that appears in the newspapers all across the country
E)A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

Question 63

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

A)National
B)Selective-demand
C)Professional
D)Trade
E)Retail

Question 64

Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)buzz promotion.
D)bait-and-switch sales promotion.
E)channel-initiated sales promotion.

Question 65

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

A)Advertising
B)Sale promotion
C)Direct marketing
D)Publicity
E)Pricing

Question 66

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

A)Bait advertising
B)Buzz marketing
C)Telemarketing
D)Switch marketing
E)B-to-B marketing

Question 67

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

A)Professional
B)Primary demand
C)Retail
D)Business-to-business
E)Direct-response

Question 68

Which of the following statements is true of direct marketing?

A)Traditionally, it has not been considered an element of the promotional mix.
B)It is synonymous with direct mail.
C)The rapid growth of the Internet is discouraging the growth of direct marketing.
D)It is seldom, if ever, used by companies that have an external sales force.
E)It is less direct when compared to mail-order catalogs.

Question 69

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.

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

Question 70

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:

A)business-to-business advertising.
B)trade advertising.
C)professional advertising.
D)primary-demand advertising.
E)direct-action advertising.

Question 71

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

A)retail
B)direct-response
C)business-to-business
D)direct-mail
E)primary-demand

Question 72

Which of the following is true of direct-response advertising?

A)It encourages consumers to purchase straight from the manufacturer.
B)It targets wholesalers, retailers, and other members of the supply chain.
C)It is also known as primary-demand advertising.
D)It primarily targets professionals such as doctors, lawyers, and engineers.
E)It does not use the Internet as a means of advertising.

Question 73

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)selective-demand

Question 74

Which of the following best describes selective-demand advertising?

A)It focuses on creating demand for a specific company's brands.
B)It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
C)It focuses on creating demand for an entire industry.
D)It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.Selective-demand advertising focuses on creating demand for a specific company's brands.Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand.

Question 75

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:

A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)user-oriented sales promotion.
D)intrinsic sales-promotion.
E)bait-and-switch sales promotion.

Question 76

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of:

A)consumer-oriented sales promotion.
B)industrial sales promotion.
C)business-oriented sales promotion.
D)trade-oriented sales promotion.
E)service-oriented sales promotion.

Question 77

Which of the following is true of the Internet as a marketing medium?

A)It is considered to be a traditional medium.
B)It does not facilitate two-way communication.
C)It enables marketers to gather valuable personal information from customers.
D)It does not enable real time adjustment of offers.
E)It cannot be integrated with other media programs such as direct mail and telemarketing.

Question 78

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

A)Advertising
B)Sales promotion
C)Publicity
D)Public relations
E)Telemarketing

Question 79

Which of the following is an example of trade advertising?

A)Mars Inc.is using print advertising to attract supply managers from other companies.
B)Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists.
C)CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.
D)James, a doctor, places an ad in a local newspaper to advertise his new clinic.
E)The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs.

Question 80

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.

A)direct-response advertising
B)professional advertising
C)primary-demand advertising
D)selective-demand advertising
E)trade advertising