98 test bank for integrated advertising promotion and marketing communications 6th edition

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98 Test Bank for Integrated Advertising Promotion and Marketing Communications 6th Edition

Mutiple Choice Questions - Page 1

The individual who is responsible for a specific brand or line

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 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

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

An advertising agency is told by the client that an

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

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

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

In the communication process, the items that carry the

message from the sender to the receiver are:

A creative's main responsibility is to:

1 A) represent the customer's voice with an advertising agency

2 B) evaluate the marketing plan

3 C) develop advertisements and campaigns

4 D) receive marketing messages from various sources

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

Marketing account executives are facing increasing

pressures related to:

1 A) account manager

2 B) brand manager

3 C) creative

4 D) media manager

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

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

66 Free Test Bank for Integrated Advertising

Promotion and Marketing Communications 6th Edition

by Clow Mutiple Choice Questions - Page 2

Current trends affecting marketing communications include the following, except:

1 A) explosion in the use of alternative media

2 B) emphasis on pull marketing strategies

3 C) accountability and measurable outcomes

4 D) changes in tasks performed by key players

The marketing mix consists of the product, the price,

Traditionally, promotions included the following, except:

1 A) push products through the marketing channel

2 B) replace traditional advertising, such as television, radio and magazines

3 C) bring marketing to the forefront

4 D) create experiences with a brand and not just simply purchases

Promotions that 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 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

The rise in importance of accountability and producing

measurable results has led marketers to become less reliant

on television advertising and shift funds to:

1 A) alternative communication venues and methods

2 B) pull marketing strategies

3 C) integrated marketing communication firms

4 D) their own marketing departments instead of advertising agencies

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 two types of buyer behaviors the marketing team must understand are business-to-business behaviors and:

1 A) local community activities

2 B) governmental purchase

3 C) consumer buyer behaviors

4 D) competitive actions

The key to using social media successfully is:

1 A) making it compatible with the off-line marketing program

2 B) identifying the heavy users of the product

3 C) finding the right Facebook fans

4 D) using both Facebook and Twitter in an integrated manner

In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?

1 A) Account executives now control the channel of communication with advertising agencies.

2 B) The role of the account planner has become more important.

3 C) Advertising agencies have become the leader in developing integrated

The foundation of an IMC program consists of a careful

review of the following, except:

1 A) economic conditions

2 B) company's image

3 C) the markets in which buyers are located

4 D) the buyers to be served

Which is 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

In the marketing mix, where does integrated marketing

1 A) driving while listening to the radio

2 B) scanning the newspaper for articles to read

3 C) scrolling past Internet ads without looking at them

4 D) examining an advertisement in a magazine

While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened This is an

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

66 Free Test Bank for Integrated Advertising

Promotion and Marketing Communications 6th Edition

by Clow Mutiple Choice Questions - Page 3

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

Retailers control shelf purchase and have purchasing data, which means they determine:

1 A) what products and brands are placed on stores shelves

2 B) what marketing products manufacturers use

3 C) who has the power in the distribution channel

4 D) what products manufacturers produce

The competitive environment is now more:

1 A) from producers to wholesalers

2 B) away from manufacturers

3 C) from retailers to wholesalers

4 D) to consumers

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 website in several languages

4 D) using local salespeople

Coca-Cola runs the same advertisement in all

French-speaking countries This is an example of global marketing communication:

1 A) diversified IMC theme

2 B) standardization

3 C) customization

4 D) integration

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 adaptation in global marketing

communications 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

The term "alternative marketing" ncludes the following, except:

1 A) buzz marketing

2 B) social networks and blogs

3 C) guerrilla marketing

4 D) product placement

In terms of marketing communications, standardization is:

1 A) presenting the same message across national boundaries

2 B) a form of adaptation

3 C) new product development

4 D) a new form of the promotions mix

When brand parity exists, consumers base purchases on:

1 A) advertising effectiveness

2 B) retail store location

3 C) price, availability, promotions or other criteria

4 D) information found on the Internet

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

In terms of manufacturers and retailers, to build a strong customer base the best approach is:

1 A) a partnership between the retailer and manufacturer

2 B) for the retailer to control the channel power

3 C) for the manufacturer to control the channel power

4 D) to allow consumers to have the most control in the channel

The decline in effectiveness of mass-media advertising has led marketers to shift efforts to:

1 A) using advertising agencies

2 B) creating brand parity

3 C) trade promotions

4 D) micro-marketing

All of the following are trends impacting the use of

integrated advertising and marketing communications except:

1 A) emphasis on customer engagement

2 B) increases in perception of brand parity

3 C) increase in channel power by manufacturers

3 C) advertising in unusual media

4 D) adjusting a message to local conditions

Buying online from Amazon.com rather than a record or book store is an example of:

1 A) a power shift to the consumer

2 B) a power shift to the producer

3 C) a decline in the effectiveness of mass media

4 D) a new form of wholesaling

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

Increased usage of micro-marketing means:

1 A) an increased emphasis on mass advertising

2 B) companies focus more dollars with online advertising

3 C) advertising agencies are used less by companies

4 D) marketing programs focus more on individuals and micro-segments

Brand parity is the:

1 A) perception that there are no real differences between major brands

2 B) feeling that most advertising is false

3 C) belief that all advertisers say essentially the same thing

4 D) idea that brands are distinct and easy to identify

Michael buys electronic items from the closest retail 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

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 where consumers interact with a company

All of the following are trends impacting the use of

integrated advertising and marketing communications except:

1 A) advances in information technology

2 B) increases in perceptions of brand equity

3 C) changes in channel power

4 D) increase in global competition

websites, cell phones, 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

The following are examples of customer contact points, except:

True - False Questions

Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite

1 True

2 False

One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which increases competitive forces

In addition to the traditional elements of advertising, sales promotions, and personal selling—promotions now also includes activities such as database marketing, direct

marketing, sponsorship marketing, Internet marketing,

guerrilla marketing, and alternative marketing

1 True

2 False

A force that impacts the field of marketing communication is the emergence of alternative media

1 True

2 False

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality

1 True

2 False

The account planner works for the client and provides to the agency an understanding of the customer's viewpoint and is involved in the development of advertising campaigns

1 True

2 False

An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function

2 False

The push for accountability is being driven by chief

executive officers, brand managers, creatives, and account managers

1 True

2 False

Adaptation in a global advertising campaign means rewriting

an advertisement to fit the nuances of a given language and culture

1 True

2 False

A brand manager is the individual who oversees a line of products on behalf of an advertising agency

1 True

2 False

Susan researched the Internet for information about the best brands of stereos She has also visited Best Buy This is an example of a shift in power to the retailer

The GIMC approach is easier to apply when a company relies

on the adaptation strategy for its global expansion

Free Text Questions

Describe contact points.

Answer Given

A contact point is any place in which the customer may interact with or acquire information about a firm This would include advertising, service departments, personal selling situations, and phone calls or Internet inquiries to the company.

What recent trends make an IMC approach valuable to

companies in the marketplace?

Answer Given

Advances in information technology; Changes in channel power; Increased global competition; Increase in brand parity; Emphasis on customer engagement;

Increase in micro-marketing.

Describe the Miracle Whip "love" and "hate" campaign using the elements of the communications model.

Answer Given

The Miracle Whip brand and mcgarrybowen are the senders Encoding takes place in advertisements and other messages sent out Television, the Internet, and magazines are the transmisison devices Consumers decode the messages

as receivers Feedback includes entering the contest, requesting free samples, complaining about the approach, and buying the product.

Define integrated marketing communications What makes it different from traditional promotions programs?

Answer Given

IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program IMC maximizes the impact on consumers and other end-users at minimal cost, it also affects all of the firm's business-to-business, customer-focused, and internally-oriented

communications.IMC is different because it is a more sweeping or strategic

approach to marketing communications, designed to incorporate the entire

company into the program.

What are the components of the marketing mix? The

promotions mix?

Answer Given

The components of the marketing mix are: product, price, promotion, and

distribution The components of the promotions mix are: advertising, personal selling, sales promotions, direct marketing, sponsorship marketing, e-active marketing, alternative marketing, and public relations.

Define GIMC Why is GIMC important?

Answer Given

GIMC is globally integrated marketing communications It is important because most companies compete in an international arena.