Deck 14: IMC: Media Advertising, Social and Mobile Communications

Question 1

Interactive media communications is an element of the marketing communications mix.

Answer 1

True

Question 2

Synergy of elements in the marketing communications mix is more likely to occur if the number of elements in the marketing communications mix is kept to a minimum.

Answer 2

False

Question 3

"To increase market share from 10% to 15% in one year"is an example of a marketing communications objective.

Answer 3

False

Question 4

Push strategies create demand by directing promotional efforts at final users.

Question 5

The sales volume for the company's main product was 5% less than the previous year. The product manager decided to give the salespeople a bonus if they met their volume targets next month. This is an example of a push strategy.

Question 6

A maker of cat food targeted all competitive users in a direct mail campaign. The mailer included $2.00 off coupons on their next purchase of this company's cat food. This sales promotion is an example of a pull strategy.

Question 7

In a pull strategy, the organization creates demand by directing promotional efforts at channel members.

Question 8

A marketing communications budget should be greatest in the mature stage of the product life cycle.

Question 9

The percentage of sales method of budgeting assumes that communications result from sales, while the task method of budgeting assumes that sales result from communications.

Question 10

The advertising manager looked at the advertising statistics on his desk that detailed how much money his competitors had spent on advertising this year. He decided to set his advertising budgets for next year based on competitive spending levels. This is the task method of budgeting.

Question 11

The copywriter, excited about working on the new Pepsi commercial, described a new idea he thought would work. The brand manager responded by saying that the copywriter was jumping the gun since the first step in developing an advertising campaign is to set creative objectives. Is the brand manager's opinion true or false?

Question 12

Creative strategy focuses on how to communicate a message.

Question 13

An advertiser using a comparison strategy must be able to substantiate its claims with independent marketing research.

Question 14

Media planning strives to achieve maximum exposure at the lowest possible cost.

Question 15

Placing an ad in a special interest magazine such as "Vogue Knitting"would be a wise tactic consistent with a shotgun strategy.

Question 16

A shotgun strategy is broad-based and generalized.

Question 17

"Reach"is the average number of times an audience is exposed to a message over a given period.

Question 18

Outdoor and transit advertising offer the benefit of reaching the same target frequently.

Question 19

Target needed to respond immediately to a slashing of prices at Walmart. Target should use newspaper advertising since it offers flexibility and short lead times for insertions.

Question 20

The most successful advertising campaigns make use of all media.

Question 21

Product placement refers to the visible placement of a branded product in a television show or movie.

Question 22

DRTV is not a form of direct marketing since it uses TV as the medium of choice.

Question 23

Marketing managers use a formula known as CPM, or cost per thousand, to compare the costs and reach of the media alternatives being considered.

Question 24

Don Cherry's Rock 'em Sock 'em videos were sold by Quality Records through offers made available on TV commercials. This is an example of direct response TV.

Question 25

Television reaches 97% of Canadians over the course of the average week.

Question 26

Accountability for marketing expenditures is one factor driving the growing use of direct response advertising.

Question 27

Customers only engage in consumer-generated content when they are prompted by the company or brand.

Question 28

When Doritos invited the public to submit video content for its Crash the Super Bowl contest, the company was engaging in crowdsourcing.

Question 29

When an opportunity for online user-generated content exists, brand democratization is possible.

Question 30

The main purpose of company blogs is to allow customers to complain.

Question 31

Roughly 9 in 10 Canadians have a social media account.

Question 32

Smartphone penetration is not really significant enough to warrant consideration of this medium for marketing communications.

Question 33

AdWords is an important way for companies to get noticed on the Internet.

Question 34

Social media is an important advertising medium because a growing number of Canadians spend time on social networks.

Question 35

E-mail messages received by users who choose to receive them are called permission-based spam.

Question 36

Advertising in video games, or advergaming is losing popularity.

Question 37

The biggest advantages of social media are third-party brand endorsements, precise targeting, and consumer engagement.

Question 38

Advergaming is practical only for those products targeting young men, 16-25 years of age, as other segments of the population are not avid gamers.

Question 39

Advantages of mobile media marketing are reaching an older target market, timing, and location-based marketing.

Question 40

QR codes allow information sharing opportunities with mobile applications.

Question 41

There is little risk in having celebrities endorse products as the marketers are always in control of the message.

Question 42

The creative strategy is the statement of what information is going to be communicated to a target audience.

Question 43

The process of making systematic decisions on the elements to use in marketing communications is called

A) the organization communication plan.
B) marketing communications planning.
C) the promotional component.
D) systematic promotions.
E) the communications mix.

Question 44

In a ________ strategy, companies direct marketing efforts at channel members to create product demand.

A) push
B) vertical
C) forward
D) horizontal
E) pull

Question 45

In a ________ strategy, organizations direct marketing efforts at the final user to create demand.

A) pull
B) push
C) forward
D) vertical
E) horizontal

Question 46

The director of marketing sat down with her product managers to determine how to get retailers to list their new cake mix at major Quebec grocery stores. The group decided to create brochures for the sales force to use with their retail accounts. This is an example of

A) a selective demand strategy.
B) a pull strategy.
C) a direct action strategy.
D) a push strategy.
E) a cooperative strategy.

Question 47

YouTube, LinkedIn, Facebook, and Twitter are examples of

A) consumer advocacy sites.
B) direct marketing.
C) Internet marketing.
D) social media networks.
E) brand democratization.

Question 48

The ________ statement of a toothpaste advertising campaign states that it removes tartar and whitens teeth.

A) key benefit
B) claims
C) support-claims
D) reinforcing
E) unique feature

Question 49

What would be an example of the objective of a creative campaign for toothpaste?

A) using comparison
B) a rational appeal
C) using TV ads
D) using humour
E) the whitest teeth

Question 50

Which appeal technique is used in almost half of all advertising?

A) aspired lifestyle
B) comparison
C) humour
D) celebrity endorsement
E) testimonial

Question 51

When using a comparison appeal, what is the main risk?

A) unsubstantiated claims that can be challenged legally
B) too boring
C) audience does not know the other brand
D) will not make a strong impression
E) the feature may not be important

Question 52

What is the main risk of using celebrity endorsement for the appeal?

A) disconnect with the message
B) depends on the ongoing good image of the celebrity
C) too arbitrary
D) not all the target will like the celebrity selected
E) indirect

Question 53

Which of the following budgeting methods best acknowledges that communications is a means of achieving marketing objectives?

A) task method
B) competitive parity method
C) arbitrary allocation method
D) industry average method
E) percentage of sales method

Question 54

Which one of the following state what is to be communicated to a target audience?

A) profile matches
B) message appeals
C) media objectives
D) creative strategies
E) creative objectives

Question 55

A commercial that shows a group of people enjoying a beer and some good times in a party-type setting is using what type of creative strategy?

A) comparative
B) emotional
C) humorous
D) lifestyle
E) testimonial

Question 56

Colgate Total uses the endorsement of the Canadian Dental Association to add credibility to its message. This is an example of what type of creative strategy?

A) testimonial
B) comparative
C) product demonstration
D) celebrity endorsement
E) lifestyle

Question 57

The use of Wayne Gretzky to promote Coca-Cola products in commercials is an example of a(n) ________ creative strategy.

A) intentional
B) celebrity endorsement
C) emotional
D) lifestyle
E) testimonial

Question 58

Which of the following products or services would make the best use of advertising with an emotional appeal?

A) Save the Children Fund
B) power drill
C) laundry detergent
D) fruit juice
E) financial services

Question 59

Decisions on how best to present a message to consumers is called

A) a creative strategy.
B) a marketing strategy.
C) a creative objective.
D) creative execution.
E) a creative decision.

Question 60

In ________ advertising, a typical user of the product or service describes its benefits.

A) testimonial
B) end product
C) lifestyle
D) corporate
E) comparative

Question 61

When adopting a comparative advertising campaign, it is essential that the

A) initiator be prepared to support its claim with market research.
B) competitor's counterclaim be monitored closely.
C) initiator be financially prepared to extend the comparison battle.
D) initiator pay more than the standard rates for this type of advertising.
E) initiator always mentions the competition in the advertisement.

Question 62

Which of the following organizations is responsible for creating, planning, producing, and placing advertising messages for clients?

A) list brokers
B) CRTC
C) leader boards
D) advertising agencies
E) media agencies

Question 63

What would be the best target market media matching strategy for reaching young urban professional males with incomes over $50,000?

A) media matching
B) balancing
C) target marketing
D) shotgun
E) profile matching

Question 64

A ________ outlines the media to use and details why certain media were selected and others rejected.

A) creative plan
B) media strategy
C) media objective
D) media plan
E) marketing strategy

Question 65

Placing an advertisement in a medium whose audience profile is reasonably close to the target market profile is referred to as a

A) media-matching strategy.
B) balancing strategy.
C) target-marketing strategy.
D) shotgun strategy.
E) profile-matching strategy.

Question 66

If you want to target skiers, what would be the best media selection strategy?

A) media-matching strategy
B) rifle strategy
C) target-marketing strategy
D) shotgun strategy
E) profile-matching strategy

Question 67

"The total audience, potentially exposed one or more times to an advertiser's schedule of messages in a given period"is a definition of

A) flighting.
B) reach.
C) frequency.
D) continuity.
E) impressions.

Question 68

Continuity refers to

A) the relationship between reach and frequency.
B) total exposure to all households in a given market.
C) the identification of priority markets in a media schedule.
D) the number of times an individual sees or hears a message.
E) the length of time required to ensure a particular medium affects a target market.

Question 69

A characteristic of newspapers as an advertising medium is that they

A) are appropriate for local advertisers but not for national brand advertisers.
B) reach 60% of adults on a weekday basis.
C) have a long life span.
D) are an excellent target market medium.
E) lack flexibility and timeliness in advertising.

Question 70

What is the term for inserting brand logos or branded merchandise into movies and television shows?

A) publicity
B) broadcast placement
C) product placement
D) sponsorship
E) brand placement

Question 71

A product like a Timex watch, which relies heavily on product demonstration, would be best advertised using

A) television.
B) radio.
C) transit.
D) outdoor.
E) magazines.

Question 72

A toothpaste manufacturer used general interest media to promote a toothpaste product to a broad cross-section of a market. What is the name for this media strategy?

A) profile matching
B) cross matching
C) shotgun strategy
D) rifle strategy
E) broad sector reach

Question 73

The advertising agency recommended the product be advertised during the summer months throughout all of the western provinces. The description of the geographic markets where the product will be advertised is a description of

A) frequency.
B) reach.
C) continuity.
D) impressions.
E) coverage.

Question 74

The media planner turned to the client services coordinator explaining that ________ was "the average number of times an audience is exposed to a message over a period, usually a week."

A) exposure
B) repetition
C) continuity
D) reach
E) frequency

Question 75

The total audience potentially exposed to a commercial for a Mutual Funds company is 80,000 households in an area of 400,000 households. The reach for this commercial is

A) 2%.
B) 8%.
C) 22%.
D) 15%.
E) 20%.

Question 76

What would be the best media choice for a new restaurant opening within 50 metres of a transit station?

A) television
B) magazines
C) radio commercials
D) direct response advertising
E) out-of-home media

Question 77

An advertiser of outdoor apparel that wants to reach hunting and fishing enthusiasts with an ad enhanced by high-quality editorial content is likely to use what medium?

A) radio
B) direct mail
C) magazine
D) newspaper
E) television

Question 78

CPM is the

A) Canadian paper market.
B) cost incurred in delivering a message to 1,000 individuals.
C) corporate public's measurement.
D) cost per magazine.
E) used to compare efficiencies across creative options.

Question 79

In 2015, which medium surpassed television in terms of revenue generated from advertisers?

A) outdoor
B) television
C) Internet
D) print
E) radio

Question 80

Mrs. Smith received a letter in the mail addressed to her promoting a new credit card. What is this form of marketing communications called?

A) direct marketing
B) direct mail
C) customer relationship management
D) Internet advertising
E) product placement