92 test bank for integrated marketing communications 3rd

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92 Test Bank for Integrated Marketing Communications 3rd

Mutiple Choice Questions

The highest level of Maslow s ʹs hierarchy of needs is

An individual s ʹs favourable or unfavourable feelings toward a

n idea or object are referred to as

When devising a communications strategy for their new SUV , Jeep focused on the lifestyle and

interests of their target group This is an example of

1 A) dividing the segment into homogeneous groups.

2 B) positioning the product so that it appeals to the target segment.

3 C) designing an ad to appeal to the segment.

4 D) using demographics to describe the segment.

5 E) using psychographics to describe the segment.

In 2009, Mazda paid to support the Canadian broadcast of S ʺS

o You Think You Can DanceʺS on

television In return, they were allowed to showcase their pr oducts during the show This element

of Integrated Marketing Communications is called

3 C) direct response communications.

4 D) promotional advertising.

5 E) public relations.

The analysis of information to determine relationships amon

g pieces of information so that more

effective marketing strategies can be identified and impleme nted is called

In a business buying situation, the are those wh

o control the flow of information to the

members of the buying centre

Many companies devise a separate marketing campaign for Quebec This is an example of

1 A) physiological, safety, social, and esteem.

2 B) real self, self-image, looking-glass self, and ideal self.

3 C) boomers, gen x, echo boomers, and busters.

4 D) users, influencers, buyers, and deciders.

5 E) when, how, why, and who buys.

Blockbuster Video has a large amount of data collected for e ach customer - which videos are

rented, when they are rented, other products purchased with rentals etc Recently, a new children s ʹs

DVD was launched and Blockbuster developed a promotiona

l package to send to customers that

had rented two or more children s ʹs videos or DVDs in the past year This illustrates the use of

Advertising that communicates a specific offer to encourage

an immediate response from the target audience is called

1 A) promotional advertising.

2 B) integrated marketing communications.

including all of the following except

1 A) the buying criteria for business buyers are more practical.

2 B) business buyers are more concentrated.

3 C) business markets have more buyers.

4 D) businesses exhibit more ration behaviour.

5 E) business buyers usually have a formalized buying process.

An analysis of media consumption trends indicates a move a way from forms of advertising

People born between 1946 and 1964 are and will continue to

be a major buying influence for

decades to come Another name for this group is

1 A) the net ʺnetʺ ʺnetʺ generation.

2 B) the empty nesters.

3 C) the tweens.

4 D) the grey market.

5 E) the baby boomers.

Many important consumer decisions are based on

1 A) the intellectual self.

2 B) the real and the self image.

3 C) screened-out messages.

4 D) significant exposure.

5 E) the looking-glass self and the ideal self.

Business buyers buying requirements are typically

1 A) quality, service, packaging, and price.

2 B) quality, price, delivery, and continuity of supply.

3 C) quality, service, continuity of supply,and price.

4 D) quantity discounts, service, continuity of supply, and price.

5 E) price, quality, delivery, and storage.

A formal buying structure in an organization that brings toge ther expertise from the various

functional areas to share in the buying decision process is c alled a

A student will tune out automobile advertising until he gradu ates and can then afford car

payments This demonstrates the theory of

1 A) that define mass consumption.

2 B) when choosing and using goods and services.

3 C) that are more obvious.

4 D) that defy logic.

5 E) that are characteristic of companies.

Which of the following is not an element of Integrated Market ing Communications?

1 A) direct response communications

2 B) event marketing

3 C) media advertising

4 D) packaging

5 E) sales promotions

Some companies focus on very small yet profitable market s egments This is called

4 D) Canadian Institute of Advertising.

5 E) the advice of others.

When Kraft Foods often offers a price discount to large groc ery chains to encourage them to

purchase goods in large quantities they are implementing a

1 A) retailing strategy.

2 B) pricing adjustment.

3 C) trade promotion.

4 D) personal selling option.

5 E) direct marketing campaign.

A system that collects information about customers for anal ysis by managers in order to facilitate

sound decisions is called a

1 A) database management system.

2 B) P.O.S system.

3 C) mailing list.

4 D) promotional system.

5 E) direct marketing system.

A company that provides differentiated products and service

s, prices and delivery strategies for

each customer is practising

Sales promotion is used to

1 A) stimulate an immediate reaction from consumers and distributors.

2 B) increase advertising dollars.

3 C) influence the attitudes and opinions of reference groups.

4 D) increase the product mix.

5 E) capture information.

Lifestyle segments in Canada include the category maveric ʺS

ks ʺS People in this group tend to engage

in risky activities, be leaders and seek

Many teenagers purchase products that they think will be pe rceived favourably by their friends

This is an example of the influence of a(n)

This level of selectivity causes us to screen out messages th

at conflict with previously learned attitudes

3 C) customer relationship management.

4 D) direct response communications.

With demographic segmentation, target markets are identifie

d and pursued on the basis of variables such as

A restaurant in downtown Vancouver has decided to sell onl

y vegetarian sandwiches They feel

that this segment will be small, but very profitable This is a

Advertising that provides information about a branded produ

ct to help build its image in the minds of customers is

Which of the following phenomena have changed business b uying behaviour the most significantly?

1 A) mass customization

2 B) geodemographic segmentation

3 C) advanced technology and the internet

4 D) data mining

5 E) customer relationship management

The new emphasis that business organizations place on cust omer relationship management (CRM)

combined with their ability to manage internal databases, is f orcing them toward

A form of communications designed to gain public understa nding and acceptance is called

Air Miles and Canadian Tire money are two examples of

1 A) customer relationship management programs.

1 A) the impact of the internet.

2 B) the increasing role of traditional advertising.

3 C) the strategic focus on customer relationship management.

4 D) the greater demand for efficiency and accountability.

5 E) the expanding role of database marketing.

True - False Questions

The trend away from customer relationship management is f uelling the trend towards integrated

Many communications revolve around the real-self ʺS ʺS becaus

e that is our objective evaluation of ourselves

Older age segments in Canada tend to be wealthier, with mor

e disposable income to spend.

1 True

2 False

Most consumers only notice information that interests them This is called selective perception

1 True

2 False

The Eddie Bauer Company sends out thousands of catalogu

es to past and potential customers

This is an example of advertising

An individual s ʹs feelings, favourable or unfavourable, toward

an idea or object is called an attitude.

1 True

2 False

The main difference between organizations and consumers a

s buyers, is that organizational buyers

exhibit more rational behaviour, while consumers do a lot of buying based on emotion

Direct response communications is growing at a much slowe

r pace than traditional forms of advertising

A beer company that depicts young men enjoying the active, outdoor, cottage lifestyle, is using

A $2.00 coupon for Tide laundry detergent is an example of p roduct advertising

1 True

2 False

Free Text Questions

Identify the basic demographic trends in Canada and describ

e how marketing communicators are responding to them.

Discuss why more and more companies are shifting to integr ated marketing communications? Describe a

company that demonstrates integrated marketing communic ations.

technologies and 5) greater demand for efficiency and accountability.

Discuss the key requirements of business markets and how t hey buy differently than consumer markets.

Answer Given

Business markets demand quality (consistent quality on every order), service (reputable suppliers with prompt

service), continuity of supply (a steady source of supply) and price (buyers evaluat

e price in conjunction with other

criteria) To ensure that the right buying decision is made, organizations employ a formal (buying committee) or informal (buying centre) approach.

Discuss the difference between consumer sales promotion a

nd trade sales promotion and give an example of each.

Answer Given

Consumer sales promotions are targeted to the final consumer and include coupo

ns, free samples and contests Trade

sales promotions involve offering price discounts to distributors for purchasing goo

ds in large quantities or for

performing some kind of marketing or merchandising task.

According to the self-concept theory, the self has four comp onents Name and describe them.

Answer Given

Real self, self image, looking-glass self and ideal self

What is psychographic segmentation? Give an example.

Maslow s ʹs theory is based on two assumptions - a) when

lower-level needs are satisfied, a person moves up to

higher-level needs and b) satisfied needs do not motivate Instead, behaviour is influenc

ed by needs yet to be satisfied.

What is the difference between needs and motives?

Answer Given

A need is the perception of the absence of something useful A motive is a conditi

on that prompts the individual to take action to satisfy the need.

List the five levels of Maslow s ʹs Hierarchy of Needs and give a

n example of each.

Answer Given

Physiological needs (hunger, thirst), safety needs (security, protection), Social nee

ds (belonging), Esteem needs (recognition, achievement),

Self-actualization (fulfillment)

What is CRM? Describe a company that demonstrates CRM.

Users, influencers, buyers, deciders, gatekeepers.

Discuss customer relationship management What does it in volve and how is it impacting communications?

Answer Given

Customer Relationship Management programs are concerned with establishing, m aintaining and enhancing long -term

relationships; they involve collecting information about customers that can be used

to develop and sustain those

relationships These programs call for marketing and marketing communications programs that are designed to

approach customer groups (targets) collectively and each customer individually CRM has resulted in the shift from

more traditional forms of communications to other forms of communication such a

s direct response or interactive marketing.

Explain the difference between product advertising and prom otional advertising and give an example of each.

Answer Given

Product advertising provides information that helps build an image for the product Promotional advertising is

advertising that communicates a specific offer to encourage an immediate respons

e from the target audience.

What is market segmentation?

Answer Given

The division of a large market into smaller homogeneous markets based on comm

on needs and characteristics It is a

three step process: identifying market segments by profiling the primary user, sele cting the segments that offer the

greatest profit potential and positioning the product so it appeals to the target mark et.

Define public relations and give an example of public relatio ns.

Answer Given

Public relations is a form of communications designed to gain public understandin

g and acceptance An example is a press release.

Identify and briefly explain the components of integrated mar keting communications.

Answer Given

Advertising, public relations, sales promotion, personal selling, event marketing, s ponsorship, direct response, interactive communications.

Discuss how consumer behaviour knowledge is applied to th

e development of marketing communication strategies.

Answer Given

Consumer behaviour knowledge in the areas of needs and motives, personality an

d self concept, attitudes and

perceptions, reference groups and families are considered when an organization p lans its marketing communications strategies.

Describe the three levels of selectivity.

Answer Given

Selective Exposure (our eyes and minds notice only information that interests us, Selective Perception (we screen out

messages that conflict with our attitudes), Selective Retention (we remember only what we want to remembe