76 test bank for integrated advertising promotion and marketing communications 4th

76 Test Bank for Integrated Advertising Promotion and Marketing Communications 4th Edition by Clow Mutiple Choice Questions - Page 1 Which would be an example of feedback in a marketing

76 Test Bank for Integrated Advertising Promotion and Marketing Communications 4th

Edition by Clow Mutiple Choice Questions - Page 1

Which would be an example of feedback in a marketing channel?

1 A) new product development

2 B) a customer complaint

3 C) a decision to begin international operations

4 D) removing a product from the market

When Sean shops for an automobile, which are the senders in the communication process?

1 A) Honda and Toyota

2 B) NBC and CSPAN

3 C) The New York Times and the Chicago Sun Times

4 D) The Internet and the Web

An advertising agency is told a campaign should result in a 20% increase in sales This is an example of:

1 A) marketing myopia

2 B) standardization

3 C) adaptation

4 D) accountability

In the communication process, the items that carry the message from the sender to the receiver are:

1 A) encoding processes

2 B) decoding processes

3 C) transmission devices

4 D) feedback devices

In terms of a communications model, the sender is:

1 A) the company seeking to sell a product

2 B) a television set

3 C) the consumer viewing an ad on the Internet

4 D) a consumer ignoring an ad in a newspaper

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:

1 A) the marketing plan

2 B) the marketing mix

3 C) integrated marketing communications

4 D) marketing strategy

A creative's main responsibility is to:

1 A) compile a database regarding consumer behavior

2 B) evaluate the marketing plan

3 C) develop advertisements and campaigns

4 D) receive marketing messages from various sources

The individual most likely to work for the company that produces the product is a(n):

1 A) agency account executive

2 B) brand manager

3 C) media buyer

4 D) media planner

In the marketing mix, where does integrated marketing

communications belong?

1 A) pricing decisions

2 B) product design

3 C) promotion

4 D) distribution

A consumer sees a billboard while driving The billboard is a:

1 A) creative

2 B) decoding device

3 C) transmission device

4 D) form of feedback

Julie is explaining an integrated marketing communications

program to Michael In this situation:

1 A) Julie is a sender and Michael is an encoder

2 B) Julie is a receiver and Michael is using a transmission device

3 C) Julie is a sender and Michael is a receiver

4 D) Julie is a transmission device and Michael is a decoder

While browsing the Internet, a consumer encounters a new pop-up

ad every time a new page is opened This is an example of:

1 A) advertising effectiveness

2 B) perceptual distortion

3 C) clutter

4 D) brand parity

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and

creates advertisements specifically for them In a communication model, these individuals are:

1 A) senders

2 B) decoders

3 C) receivers

4 D) subjects

The person reading a magazine advertisement plays which role in the communications model?

1 A) sender

2 B) decoder

3 C) receiver

4 D) object

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention Instead,

marketing communication now means

1 A) finding alternative media that can effectively communicate with consumers

2 B) holding advertising agencies and creatives accountable for results

3 C) moving marketing and advertising functions in-house rather than using an advertising agency

4 D) finding ways to engage with and interact with consumers

The individual who is responsible for a specific brand or line of products is the:

1 A) agency account executive

2 B) brand manager

3 C) media buyer

4 D) media planner

Which is ordinarily not considered part of the promotions mix?

1 A) advertising

2 B) product design

3 C) personal selling

4 D) sales promotions

When a message is being heard or seen by a consumer, what is taking place?

1 A) encoding

2 B) transmission

3 C) decoding

4 D) feedback

Integrated marketing communications affects all of the following except:

1 A) business-to-business market

2 B) marketing channel

3 C) internally directed communications

4 D) competitors' advertising

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

1 A) sending

2 B) encoding

3 C) transmission

4 D) filtering out noise

Marketing account executives are facing increasing pressures related to:

1 A) accountability

2 B) affordability

3 C) accessibility

4 D) applicability

A person smells the fragrance of a perfume attached to a magazine advertisement What is taking place?

1 A) encoding

2 B) transmission

3 C) decoding

4 D) feedback

Ron Jon Surf Shop's sales increased when the company became involved in:

1 A) snow skiing

2 B) cooperative programs with other swimwear and beach sport companies

3 C) eliminating unprofitable locations

4 D) surf board manufacturing

All of the following are marketing communication trends that have emerged during these turbulent times except:

1 A) accountability

2 B) rising costs of media space and time

3 C) changes in tasks performed by all of the players involved in an advertising program

4 D) explosive development of alternative media

Michelle is trying to tutor George, but a stereo is playing loudly in the room next door, making it difficult to concentrate This is an example of:

1 A) feedback disruption

2 B) noise

3 C) encoding design

4 D) a contact point

In terms of communication, encoding is:

1 A) a sales pitch recited by a salesperson

2 B) the database manager finding a statistical oddity

3 C) a chat room on the Internet

4 D) a purchase decision by a consumer

An account executive's duties include:

1 A) preparing a database

2 B) development of an overall strategic communication plan

3 C) preparing the actual advertisements

4 D) product development and applications

Noise is:

1 A) anything which carries a message from a sender to a receiver

2 B) changing a message to match the specific needs of a target audience

3 C) a verbal or nonverbal cue delivered by the sender

4 D) anything that distorts or disrupts a message

The individuals who develop the actual advertisements for

promotional campaigns are called:

1 A) account executives

2 B) brand managers

3 C) creatives

4 D) receivers

All of the following are examples of clutter except:

1 A) eight minutes of ads per half hour on television

2 B) the inside of a bus that has ads all along the top on both sides

3 C) Web sites loaded with commercials

4 D) a miscommunication between an ad agency and a brand manager

Companies are shifting advertising dollars to Web sites such as Facebook, MySpace, and YouTube This is an example of the

current trend of:

1 A) greater accountability

2 B) a shift in responsibility of individuals involved in advertising

3 C) greater use of alternative media

4 D) greater use of database marketing

The marketing mix consists of the product, the price, the distribution system, and:

1 A) emotions

2 B) promotions

3 C) delivery systems

4 D) services

Ron Jon Surf Shop's marketing team used each of the following marketing tactics except:

1 A) sponsorship of professional surfing contests with beachwear

manufacturers

2 B) sponsorship of "End of Summer Skateboard Contest" in Florida

3 C) developing an 11-page advertisement in Sports Illustrated swimsuit issue

4 D) developing a cooperative agreement with Chrysler Corporation to create a limited edition of the Ron Jon PT Cruiser

Preparing ad copy is which part of the communication process?

1 A) decoding

2 B) situational analysis

3 C) encoding

4 D) filtering out noise

The person or group who wishes to convey a message is which element of the communication process?

1 A) sender

2 B) encoder

3 C) decoder

4 D) receiver

In terms of the communication process, a creative preparing an ad

is most likely going to be involved in:

1 A) encoding

2 B) transmission

3 C) decoding

4 D) noise or clutter

Susan just developed a new slogan to use in a company's

advertising Her main job is to think up these ideas and put them into the company's advertising plan Susan is a(n):

1 A) account manager

2 B) brand manager

3 C) creative

4 D) media manager

The individual in charge of Tide, Bold, and Cheer at Procter & Gamble would be the:

1 A) agency account executive

2 B) brand manager

3 C) media buyer

4 D) media planner

76 Free Test Bank for Integrated Advertising Promotion and Marketing Communications 4th Edition by Clow Mutiple Choice Questions - Page 2

One of the major new forces in the development of integrated

marketing communications is:

1 A) advances in technology and communication

2 B) changes in channel power

3 C) increased global competition

4 D) decline in effectiveness of mass-media advertising

All of the following are trends impacting the use of integrated

advertising and marketing communications except:

1 A) integration of information by consumers

2 B) increases in perception of brand parity

3 C) increase in channel power by manufacturers

4 D) decline in effectiveness of television advertising

A contact point is:

1 A) the place where a marketer reaches the production team

2 B) the place where the product is packaged or sold

3 C) a description of the effects of an advertisement

4 D) a place in which a consumer interacts with a company

An example of adaptation is:

1 A) Ford's One-World Ford Contour car

2 B) not selling the McRib sandwich in Israel because it violates religious

practices

3 C) printing ads only in English for European countries

4 D) using direct mail

Promotions that help the manufacture push the product through the channel are:

1 A) consumer promotions

2 B) rebate programs

3 C) direct marketing programs

4 D) trade promotions

The marketing group for Bank of America has recently started

analyzing the features customers use with ATM cards This is an example of:

1 A) coordinating communication cross-functionally

2 B) applying information technology

3 C) a price and distribution system

4 D) developing interpersonal communications

According to the American Productivity & Quality Center of

Houston, the first step in developing an IMC culture is:

1 A) to identify, coordinate, and manage all forms of marketing communications

2 B) when the organization uses consumer data information and insights to assess and guide corporate strategy

3 C) to bring information technology to the forefront

4 D) to examine all communications from the perspective of customers

Promotions which are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers are:

1 A) consumer promotions

2 B) rebate programs

3 C) direct marketing programs

4 D) trade promotions

The first element of an IMC marketing plan is a(n):

1 A) situational analysis

2 B) set of marketing objectives

3 C) analysis of human resources

4 D) statement of marketing strategies and tactics

Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power:

1 A) from producers to wholesalers

2 B) from manufacturers to retailers

3 C) from retailers to wholesalers

4 D) to consumers

Michael buys a CD player from the closest store because he

doesn't think there is much of a difference between brands This is

an example of:

1 A) a poor quality IMC program

2 B) standardization

3 C) marketing integration

4 D) brand parity

In terms of U.S online retail sales, the category with the highest percentage of the sales, at approximately 35% of the total sales, is:

1 A) computer hardware and software

2 B) toys and video games

3 C) travel

4 D) apparel

Coca Cola runs the same advertisement in all French-speaking countries This is an example of:

1 A) a diversified IMC theme

2 B) standardization

3 C) customization

4 D) integration

The competitive environment is now more:

1 A) local

2 B) global

3 C) concentrated

4 D) benign

The second element of an IMC marketing plan, following a situation analysis is a(n):

1 A) situational analysis

2 B) marketing budget

3 C) marketing objectives

4 D) marketing strategies and tactics

The term used to summarize the various activities involved with the Internet is

1 A) international commerce

2 B) e-active marketing

3 C) electronic marketing

4 D) blogging

All of the following are trends impacting the use of integrated

advertising and marketing communications except:

1 A) development of information technology

2 B) increases in perception of brand equity

3 C) changes in channel power

4 D) increase in competition

Members of a typical marketing channel include producers,

wholesalers, retailers, and:

1 A) consumers

2 B) competitors

3 C) business agents

4 D) business merchants

According to the American Productivity & Quality Center of

Houston, the second step in developing an IMC culture, following the process of identifying, coordinating, and managing all

communication forms, is to:

1 A) to identify, coordinate, and manage all forms of marketing communications

2 B) when the organization uses consumer data information and insights to assess and guide corporate strategy

3 C) to bring information technology to the forefront

4 D) to examine all communications from the perspective of customers

GIMC stands for:

1 A) Globally Integrated Marketing Communications

2 B) Global and Institutional Marketing Concepts

3 C) Generic and Institutionalized Marketing Creations

4 D) Generating Ideas for Marketing Control

An example of standardization is:

1 A) using the "Generation Next" theme in all of Pepsi's global markets

2 B) using women with their faces covered in ads for Islamic countries

3 C) developing a Web site in several languages

4 D) using local salespeople

Which is ordinarily not considered part of the promotions mix?

1 A) advertising

2 B) product design

3 C) personal selling

4 D) sales promotions

Mass-media television advertising:

1 A) is as effective as ever

2 B) has risen in the past decade

3 C) has not been assessed effectively

4 D) is declining in effectiveness

Part of the process of refining an IMC program is:

1 A) reducing all forms of external communications

2 B) viewing communications from the perspective of the customer

3 C) limiting technology to mandated programs

4 D) making sure it only pertains to the marketing department

The foundation of an integrated marketing communications program consists of managing the brand and corporate image,

understanding buyer behaviors, and a(n):

1 A) analysis of the organization

2 B) promotions opportunity analysis

3 C) advertising management program

4 D) company assessment program

To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it:

1 A) is developing additional products

2 B) has found new customers to buy products

3 C) has new locations

4 D) sells superior products

The following are examples of a customer contact points, except:

1 A) barnes&noble.com

2 B) the white pages in a phone book

3 C) a receptionist at Microsoft

4 D) a sales clerk at a retail store

Web sites, phone lines, and advertisements that present the same message and theme are:

1 A) contact points

2 B) marketing plans

3 C) account executives

4 D) marketing objectives

What gives consumers and businesses access to an abundance of marketing information?

1 A) the nightly news

2 B) database management programs

3 C) word of mouth

4 D) increases in information technology