53 test bank for contemporary advertising and integrated marketing communications 14th edition

53 Test Bank for Contemporary Advertising and Integrated Marketing Communications 14th Edition by Arens Mutiple Choice Questions _____ is the activity, set of institutions, and processe

53 Test Bank for Contemporary Advertising and

Integrated Marketing Communications 14th Edition

by Arens Mutiple Choice Questions

_ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

1 A Advertising

2 B Market research

3 C Profit planning

4 D Distribution

5 E Marketing

In a(n) _, a salesperson sells products and encourages

customers to call if they encounter any problems

1 A accountable relationship

2 B proactive relationship

3 C reactive relationship

4 D basic transactional relationship

5 E partnership

A firm’s advertising is always aimed at a particular segment of the population referred to as the _

1 A implied consumers

2 B target audience

3 C sponsorial consumers

4 D niche market

5 E concentrated market

The drawback to personal selling is _

1 A its low frequency and reach

2 B its high cost

3 C its inability to convey information

4 D its inability to consummate sale

5 E its inability to give demonstrations

_ messages often have the least impact because they are seen as self-serving

1 A Product

2 B Planned

3 C Inferred

4 D Service

5 E Unplanned

_ is creating, maintaining, and enhancing long-term bonds with customers and other stakeholders that result in exchanges of

information and other things of mutual value

1 A Transactional marketing

2 B Relationship marketing

3 C Mass customization

4 D Branding

5 E Social marketing

A direct-mail ad exemplifies _

1 A covert advertising

2 B public service advertising

3 C awareness advertising

4 D non-commercial advertising

5 E action advertising

To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

1 A it is easy to lure satisfied customers away from competitors.

2 B 90 percent of a manufacturer’s profit comes from trial or sporadic

purchasers.

3 C offensive marketing typically costs less than defensive marketing.

4 D no amount of advertising can win back a customer lost from shoddy

products or poor service.

5 E reducing customer defections by 25-85 percent can improve profit potential

by about 5 percent.

_ is the structured and composed nonpersonal communication

of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media

1 A Advertising

2 B Word-of-mouth publicity

3 C Sales promotion

4 D Direct marketing

5 E Public relations

A(n) _ is one in which the salesperson or company contacts customers from time to time with suggestions about improved

product use or helpful new products

1 A reactive relationship

2 B accountable relationship

3 C partnership

4 D basic transactional relationship

5 E proactive relationship

A firm’s marketing activities are always aimed at a particular

segment of the population called the _

1 A niche market

2 B objective market

3 C target market

4 D implied market

5 E concentrated market

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _

1 A trade advertising

2 B professional advertising

3 C consumer advertising

4 D noncommercial advertising

5 E farm advertising

According to the integration triangle, which of the following are "do" messages?

1 A Planned messages

2 B Event sponsorships

3 C Publicity releases

4 D Unplanned messages

5 E Service messages

Which of the following refer to traditional promotional messages?

1 A Planned messages

2 B Product messages

3 C Inferred messages

4 D Service messages

5 E Unplanned messages

The company that is advertising a product or idea is known as the _

1 A author

2 B sponsor

3 C persona

4 D actor

5 E player

The _, who are addressed by the ad’s spokesperson, are not real

1 A sponsorial consumers

2 B actual consumers

3 C gatekeepers

4 D implied consumers

5 E personas

The hundreds of other commercial and noncommercial messages a sponsor’s advertising message must compete with every day is known as _

1 A noise

2 B clout

3 C jargon

4 D feedback

5 E cue

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is

practicing _

1 A Integrated marketing communications

2 B Sales promotion

3 C Word-of-mouth advertising

4 D Personal selling

5 E Viral marketing

Which of the following is true about a company's stakeholders?

1 A An employee cannot be a stockholder.

2 B There is often significant overlap in stakeholder roles.

3 C Stakeholders uniformly require reactive relationships.

4 D The number of stakeholders is unimportant in marketing.

5 E Product messages have negligible influence on a stakeholder’s relationship decision.

Of all the business functions, _ is the only one whose primary role is to bring in revenue

1 A marketing

2 B research and development

3 C human relations management

4 D information management

5 E accounting

Ensuring the various marketing mix elements such as advertising direct-response, sales promotions, and the like, work together is referred to as _

1 A viral marketing

2 B one voice

3 C advertising

4 D partnership

5 E coordinated marketing communications

The primary benefit of focusing on relationships is:

1 A increased retention and optimized lifetime customer value.

2 B improved basic transactional relationship.

3 C enhanced offensive marketing.

4 D diminished consumer defense.

5 E controlled reactive relationships.

A horse stable operator comes across an ad for a worming

medicine in the local newspaper He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning In the context of the advertising, this is a form of _

1 A gatekeeping

2 B noise

3 C.feedback

4 D cue

5 E relationship marketing

When a company sells a product but does not follow up in any way

is a(n) _ relationship

1 A primary

2 B basic transactional

3 C reactive

4 D accountable

5 E proactive

According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?

1 A Decreasing reliance on targeted messages

2 B Reaching larger segments

3 C Lower use of consumer data

4 D Less emphasis on advertising via the mass media

5 E Extensive use of electronic and mass media

Some products are publicized using _, in which an ad claims the product is equal in quality to higher priced brands

1 A image advertising

2 B price advertising

3 C sale advertising

4 D trade advertising

5 E professional advertising

In order to convey the benefits of sponsorship to a potential

sponsor, a rodeo show would most likely use _ This enables the marketer to answer the prospect's questions on the spot

1 A personal selling

2 B social media marketing

3 C cold calling

4 D professional advertising

5 E public service advertising

In 2002, a Swedish home electrical appliance manufacturer decided

to use the same advertising message wherever it advertised around the world In other words, the company decided to use _

1 A national advertising

2 B international advertising

3 C global advertising

4 D regional advertising

5 E local advertising

A brochure about a ceiling fan, a pamphlet of recipes from the

producers of cranberry juice products, and instructions that come with telephone systems are examples of _

1 A sales gimmicks

2 B premiums

3 C noise

4 D bonus goods

5 E collateral materials

A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business,

decided to request for further information on the show together with

a registration form In the context of advertising, this is a form of _

1 A noise

2 B word-of-mouth communication

3 C social media marketing

4 D feedback

5 E relationship marketing

A company’s first market should always be its _

1 A new customers

2 B sponsorial consumers

3 C ideal consumers

4 D implied consumers

5 E current customers

_ tends to appear in specialized trade publications or

professional journals, in direct-mail pieces sent to businesses, or in trade shows

1 A Public service advertising

2 B Business advertising

3 C Consumer advertising

4 D Retail advertising

5 E Covert advertising

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

1 A Covert advertising

2 B Public relations advertising

3 C Direct-response advertising

4 D Non-product advertising

5 E Professional advertising

Fresh Zone is a supermarket based in New York that has branches

in two other states, Ohio and Illinois It uses _, in which ads are placed in the local media or territorial editions of the national media

1 A international advertising

2 B local advertising

3 C regional advertising

4 D national advertising

5 E global advertising

The _ are the gatekeepers who decide if the ad will run or not

1 A authors

2 B actual consumers

3 C implied consumers

4 D personas

5 E sponsorial consumers

The type of advertising published in psychiatry journals aimed at practicing psychiatrists is referred to as _

1 A trade advertising

2 B professional advertising

3 C consumer advertising

4 D noncommercial advertising

5 E retail advertising

In a(n) _, the salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific

disappointments

1 A secondary relationship

2 B proactive relationship

3 C basic transactional relationship

4 D accountable relationship

5 E reactive relationship

A TV ad for a soft drink falls under the category of _

advertising

1 A business

2 B professional

3 C farm

4 D corporate

5 E consumer

_ is used around the world by governments and nonprofit organizations to seek donations, volunteer support, or changes in consumer behavior

1 A Trade advertising

2 B Product advertising

3 C Nonproduct advertising

4 D.Noncommercial advertising

5 E Professional advertising

Which of the following is the principal benefit of IMC?

1 A High profit

2 B Accountability

3 C Synergy

4 D Customer retention

5 E Partnership

Companies that commit to relationship marketing are generally trying to:

1 A win back customers lost from shoddy products or poor service.

2 B make up for the cost of acquiring new customers.

3 C develop a full view of the customer by compiling and analyzing customer data.

4 D lure customers through offensive marketing.

5 E adopt a marketer-centric perspective in creating brand messages.

_ advertising is aimed at people who buy the product for their own or someone else’s use

1 A Business

2 B Trade

3 C Consumer

4 D Professional

5 E Farm

A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _

1 A composer

2 B benefactor

3 C persona

4 D author

5 E source

An ad promoting a company’s mission or philosophy is called

_

1 A awareness advertising

2 B product advertising

3 C nonproduct advertising

4 D noncommercial advertising

5 E action advertising

Companies aim _ at resellers to obtain greater distribution of their products

1 A in-store advertising

2 B professional advertising

3 C public service advertising

4 D trade advertising

5 E consumer advertising

A car dealer's advertisement inviting people for a test drive is an example of the use of _

1 A collateral material

2 B public relations

3 C personal selling

4 D sales promotion

5 E awareness advertising.

Retailers that sell within one small trading area typically use _ advertising often placed in direct mail

1 A national

2 B peripheral

3 C local

4 D regional

5 E global

Which of the following is the most likely to be the potential target market for a clothes manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in its matches?

1 A Sports enthusiasts, who enjoy Olympic wrestling

2 B Pre-teen males who wish to emulate their favorite wrestlers

3 C Authors and researchers, who have published extensively on wrestling

4 D Parents who are wrestling enthusiasts and want their children to pursue the sport seriously

5 E Retired wrestlers

According to the integration triangle, which of the following are "say" messages ?

1 A Service messages

2 B Inferred messages

3 C Planned messages

4 D Product messages

5 E Unplanned messages

At the reception of a hotel, Tom came across a brochure on the hotel's multi-cuisine restaurant Which of the following has the hotel used to disseminate information about one of its services?

1 A Personal selling

2 B Public relations

3 C Trade fair

4 D Collateral materials

5 E Sales promotion

In _, a third-person persona tells a story about others to an imagined audience

1 A autobiographical messages

2 B feedback messages

3 C drama messages

4 D narrative messages

5 E personal messages

According to the integration triangle, which of the following are

"confirm" messages?

1 A Planned messages

2 B Inferred messages

3 C Product messages

4 D Unplanned messages

5 E Service messages

In a(n) _, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value

1 A partnership

2 B proactive relationship

3 C accountable relationship

4 D reactive relationship

5 E basic transactional relationship