Question 1

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Accepted Answer

Effective promotion aims to establish and strengthen the relationship between customers and companies, which typically leads to increased customer loyalty and repeat purchases. By communicating with customers effectively and providing them with convincing reasons to buy, companies can establish trust and loyalty, which serves to promote the sustained patronage of their brands.

Question 2

Integrated marketing communication (IMC) is used to coordinate the delivery of a consistent message to consumers through multiple promotional channels.

Accepted Answer

Integrated marketing communication (IMC) is designed to ensure that all promotional activities are coordinated and consistent, with the goal of delivering a unified message to consumers. This may involve the use of multiple channels, such as advertising, public relations, sales promotions, direct marketing, and personal selling, working together to create a seamless and effective communication strategy. IMC is based on the belief that communication works best when all channels are used to complement and reinforce each other, rather than operating in isolation.

Question 3

The development of a large number of different and independent messages is the most important element of integrated marketing communication.

Accepted Answer

The development of a coherent and consistent message across different channels is the most important element of integrated marketing communication. The messages should be complementary and work together towards achieving the overall marketing objectives.

Question 4

The rapid pace of technological change has created a need and an opportunity for marketers to increase their use of technology more in an effort to reach a broader range of consumers with the right product at the right time with the right message.

Accepted Answer

The statement correctly identifies how technological change has opened up opportunities for marketers to use technology to reach a wider consumer base with more relevant messaging.

Question 5

Consumers are spending more of their free time entertaining themselves on the Internet and less time watching TV.

Accepted Answer

This statement is true according to various studies and surveys. With the increasing availability and use of streaming services, social media, and other online entertainment options, consumers are dedicating more of their leisure time to the Internet and less to traditional TV viewing.

Question 6

Publicity has little power to influence consumers and is extremely expensive when compared to other promotional tools such as TV, magazine, and radio advertisements.

Accepted Answer

This statement is not entirely true. Publicity can have a powerful impact on consumers, especially when it involves influential figures or the media. However, it is true that publicity can be expensive and may not always be the most cost-effective promotional tool compared to other advertising methods.

Question 7

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Accepted Answer

Integrated marketing communication involves creating a consistent brand message across different media, not different messages for each medium.

Question 8

In order to successfully promote its products, a firm must be able to tightly control all of the promotional messages a consumer sees or hears about its products.

Accepted Answer

It is not possible for a firm to completely control all promotional messages that a consumer sees or hears about its products, as there are various channels and sources through which consumers can receive information and opinions about products. Consumers may also share their own experiences and opinions about products through social media and other channels, which may influence others' perceptions and purchase decisions. However, firms can strategically design and execute their promotional campaigns to influence and shape consumer perceptions and preferences as much as possible.

Question 9

The number of promotional messages a customer sees or hears about a product is more important than how consistent the messages are.

Accepted Answer

Consistency in promotional messages helps to establish a clear and memorable brand image for the customer. However, bombarding the customer with too many messages can lead to message fatigue and have a negative impact on their perception of the product. It is important to strike a balance between frequency and consistency in promotional messages.

Question 10

The goal of integrated marketing communication (IMC) is to create a unified, consistent message regardless of the method of delivery.

Accepted Answer

The main goal of IMC is to create a unified, consistent brand message across all channels and touchpoints, including advertising, public relations, direct marketing, social media, and personal selling. This approach aims to ensure that customers receive a clear and compelling message about the company and its products or services, which can enhance brand awareness, engagement, and loyalty. By aligning all marketing efforts around a common theme, IMC can improve the effectiveness and efficiency of marketing campaigns, reduce confusion and overlap, and create a more memorable and impactful brand experience.

Question 11

BMW effectively used integrated marketing communication (IMC) to create a single unified message when it released its Mini Cooper car.

Accepted Answer

BMW effectively used various communication channels such as advertising, public relations, direct marketing, and social media to create a cohesive message for the Mini Cooper car, which helped in the success of the product launch.

Question 12

Paulo asked his friend Melanie to recommend a local dentist. Melanie had just seen an ad for Dr. Toothy, a local dentist, and gave Paulo the phone number. This demonstrates the power of publicity.

Accepted Answer

This scenario demonstrates the power of advertising, not publicity, as Melanie's recommendation was based on an ad she saw for Dr. Toothy.

Question 13

Marketers have more control over publicity than they do over advertising.

Accepted Answer

Publicity is generated through media coverage and public relations efforts outside the direct control of marketers, whereas advertising is a paid form of promotion that marketers directly control in terms of message, placement, and timing.

Question 14

Most consumers seek only one source of information when buying products and services.

Accepted Answer

Most consumers seek multiple sources of information, including online reviews, word-of-mouth recommendations, and comparison shopping, when making purchasing decisions.

Question 15

The most effective promotion will build relationships between customers and competitors.

Accepted Answer

The most effective promotion aims to build relationships between customers and the brand or company promoting its products or services, not between customers and competitors.

Question 16

Publicity is controlled by marketers working to remind, inform, and persuade consumers.

Accepted Answer

Publicity is not controlled by marketers; it is typically generated by media coverage and public interest, unlike advertising which is directly controlled by marketers.

Question 17

Advertising is the most powerful form of product promotion.

Accepted Answer

While advertising is a significant tool for product promotion, its effectiveness varies depending on the target audience, product type, and market conditions. Other forms of promotion like social media marketing, influencer partnerships, and word-of-mouth can be equally or more effective depending on the context.

Question 18

In many organizations, different teams are responsible for developing different promotional tools.

Accepted Answer

It is true that in many organizations, different teams have different responsibilities for developing promotional tools. For example, one team may be responsible for social media marketing, while another team may be responsible for print advertising or email marketing.

Question 19

Changes in technology have given consumers the power to control how and when marketing messages are received.

Accepted Answer

With the rise of digital media and mobile devices, consumers now have the ability to choose which advertisements they see and when they see them. They can skip, block or opt-out of ads, making it more challenging for marketers to reach them effectively. This has given rise to new forms of marketing such as influencer marketing, content marketing and experiential marketing, which aim to engage consumers in a more meaningful way.

Question 20

In order to ensure a consistent marketing perspective and integrated messages, all information used to develop promotional messages should flow from top management down to the individuals involved in the promotional efforts.

Accepted Answer

Effective marketing strategies often involve a collaborative approach where information and insights flow both ways, from top management down to those involved in promotional efforts and vice versa, to ensure all perspectives are considered and messages are integrated and aligned with the market's needs.

Quiz 11: Product and Promotion: Creating and Communicating Value