101 test bank for advertising promotion and other aspects of integrated marketing communications 8th edition

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101 Test Bank for Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition

True – False Questions

The mixture of communications elements and the

determination of messages, media, and momentum are all fundamental decisions in the brand-level marcom decision process

1 True

2 False

The terms touch point and contact are used interchangeably

to mean any message medium capable of reaching target customers and presenting the brand in a favorable light

2 False

There is an optimum mixture of expenditures between

advertising and promotion that can be determined using computer models

Many companies treat the various communication elements, such as advertising, sales promotions, public relations, and

so on, as virtually separate activities rather than integrated tools that work together to achieve a common goal

Systematic decision making requires that message content

be dictated primarily by the media vehicle used to reach the target audience

1 True

2 False

Selection of target segments is a critical step toward

effective and efficient marketing communications

Successful marketing communication requires building

relationships between brands and their

consumers/customers

1 True

2 False

The ultimate objective of successful marketing

communications is to cut costs

1 True

2 False

By closely integrating multiple communication tools and media, brand managers achieve duplicity, which means

multiple methods in combination with one another yield

more positive communication results than do the tools used individually

1 True

2 False

The IMC approach uses the “inside-out” approach in

identifying communication vehicles

According to a recent study, integrated marketing

communications is seldom employed by

business-to-business marketers

1 True

2 False

Most marketing communications occur at the brand level

The use of integrated marketing communications is

restricted to the mass media

2 False

A positioning statement is the key idea that encapsulates what a brand is intended to stand for in its target market’s mind

1 True

2 False

The objective of marketing communications is to enhance brand equity as a means of moving customers to favorable action toward the brand

1 True

2 False

A brand’s name is the central idea that encapsulates a

brand’s meaning and distinctiveness relative to competitive brands in the product category

1 True

2 False

Mutiple Choice Questions - Page 1

Brand managers should turn to alternative means of marcom

as the option of first choice rather than automatically

The fact that it costs five to 10 times more to land a new customer than to keep a current customer has been

4 d.touch point and contact

5 e.touch point, contact, and intersection

Which of the following is NOT a key feature of IMC?

1 a.The customer represents the starting point for all marketing communications activities.

2 b.Brand managers and their agencies should be amenable to using various marketing communication tools.

3 c.Multiple messages must speak with a single voice.

4 d.The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.

5 e.Build relationships.

A key feature of IMC is that the process should

1 a.use an “inside-out” approach

2 b.be restricted to only one or a select number of communication media

3 c.use the same media to reach all target audiences to improve efficiency

4 d.start with the customer or prospect and then work back to the brand

communicator in determining the most appropriate messages and media

5 e.utilize the same communication media over time

The idea of surrounding the customer or prospect with a brand’s marcom messages, or that a brand’s touch points should be everywhere the target audience is, is known as:

1 a.repeat purchases

2 b.loyalty toward a brand

3 c.enduring links between a brand and its customers

4 d.greater profitability

5 e.huge acquisition costs

Marketing communications is used by which type of

organization?

1 a.business-to-business organizations

2 b.consumer marketing organizations

3 c.not-for-profit organizations

4 d.None of these are correct.

5 e.All of these are correct.

Which of the following is NOT a form of media advertising?

1 a.economic advances

2 b.technological developments

3 c.increases in the use of sales promotion

4 d.changes in demographics

5 e.expansion of advertising agency services

The marketing mix for a brand consists of

1 a.product

2 b.price

3 c.promotion

4 d.place

5 e.All of these are correct.

Karen is attempting to put into words the key idea that

encapsulates what her company’s brand is intended to stand for in its target market’s mind Karen is writing a

Frequency, loyalty, or ambassador programs and creating brand experiences that make positive and lasting

impressions are ways to

1 a.speak with one voice

2 b.create synergy

3 c.build customer/brand relationships

4 d.start with the customer/prospect

5 e.reach consumers who cannot be reached through traditional mass media

Which of the following has NOT been a reason for the

reluctance to change from a single-function, specialist

model to an IMC model?

1 a.no way to assess the effectiveness of integration

2 b.managerial parochialism

3 c.fear that change might lead to possible budget cutbacks in their areas of control

4 d.reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations

5 e.fear of reduction in authority and power

What does the phrase, “speak with a single voice,” mean?

1 a.Carefully select those tools that are most appropriate for the communications objective at hand.

2 b.Reach the target audience efficiently and effectively using whatever touch points are most appropriate.

3 c.Successful marketing communications requires building relationships between brands and their consumers/customers.

4 d.All marketing communication elements should use the same endorser so that consumers do not get confused.

5 e.Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.

The context (or medium used) influences the that the message has

1 a.impact

2 b.reach

targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior Milo is

performing

1 a.integrated marketing (IM)

2 b.marketing communications (marcom)

3 c.integrated marketing communications (IMC)

4 d.promotion marketing (PM)

5 e.integrated promotion management (IPM)

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of

Which of the following statements is true regarding the

adoption of IMC?

1 a.Novice managers are more likely than experienced managers to practice IMC.

2 b.Firms involved in marketing services rather than products are more likely to have adopted IMC.

3 c.Business-to-business firms are more likely to adopt IMC than consumer firms.

business-to-4 d.Less sophisticated firms are likely adherents to IMC.

5 e.All of these are true regarding the adoption of IMC.

Which of the following encapsulates what a brand is

intended to stand for in its target market’s mind and then consistently delivers the same idea across all media

What is achieved when multiple methods are used in

combination with one another yielding more positive

communication results than when the tools are used

5 e.All of these could be a brand.

The marketing manager for Carver Products, Inc asked her research staff to identify all of the points of contact that

consumers are likely to have with Carver’s products The marketing manager would most likely use this information in designing a(n)

1 a.point-of-purchase display

2 b.board of director’s report

3 c.integrated marketing communications program

4 d.marketing research survey

5 e.slice-of-life television commercial

The ultimate goal of integrated marketing communications is

to

1 a.increase brand awareness

2 b.affect the behavior of the targeted audience

3 c.learn how to outsell the competition

4 d.lower production costs

5 e.All of these are correct.

Which of the following terms serves as a summary means for describing all forms of marketing focus?

2 b.promotion

3 c.sales promotion

4 d.marketing communications

5 e.integrated marketing communications

is the philosophy and practice of carefully coordinating

a brand’s sundry marketing communications elements

1 a.Interactive marketing

2 b.Branding

3 c.Synergistic marketing communications

4 d.Synergistic marketing

5 e.Integrated marketing communications

The idea that “context matters,” and that not all touch points are equally effective, has been termed by marcom

60 Free Test Bank for Advertising Promotion and

Other Aspects of Integrated Marketing

Communications 8th Edition by Shimp Mutiple Choice Questions - Page 2

allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience

Allison is trying to determine how much to allocate for

advertising and how much to allocate for promotions during the next year Which implementation decision is Allison making?

Julie and her department are responsible for making level fundamental and implementation marcom decisions What are the expected outcomes of these decisions?

brand-1 a.increasing sales and profits

2 b.enhancing brand awareness and attitudes

3 c.enhancing brand equity and affecting behavior

4 d.increasing purchase intentions and affecting behavior

5 e.enhancing brand equity and increasing brand awareness

Which of the following is NOT a communications outcome measure?

1 a.purchase intentions

2 b.brand awareness

3 c.message comprehension

4 d.attitude toward the brand

5 e.All of these are measures of communication outcomes.

Which of the following variables do companies use to

identify potential target markets?

1 a.demographic characteristics

2 b.lifestyles

3 c.product usage patterns

4 d.geographic considerations

5 e.All of these are variables used.

Harvey is a brand manager for a national brand of soft

drinks He is making the implementation decisions in the marcom decision process, and he wants a marcom tool that

is most capable of directly affecting consumer behavior Which tool should he use?

A brand’s represents the key feature, benefit, or image that it stands for in the target audience’s collective mind

approach known as?

One way relationships between brands and customers are nurtured is by creating brand experiences that make positive and lasting impressions This is done by creating special events or developing exciting venues that attempt to

1 a.appeal to consumers’ demographic characteristics

2 b.reposition products or services by connecting with consumers’ functional needs

3 c.generate increased sales to current customers

4 d.develop new target markets

5 e.build the sensation that the brand is relevant to the consumer’s lifestyle

The term media applies to which marcom tool?

1 a.advertising

2 b.public relations

3 c.promotions

4 d.personal selling

5 e.All of these answers are correct.

The word refers to an object’s force or speed of

structured” problem What does this mean?

1 a.There is no solution to the problem.

2 b.It is difficult to define the problem.

3 c.There is no way of determining the mathematical optimum allocation among marcom elements.

4 d.There are solutions, but they are not acceptable.

5 e.There is no way to measure whether the solution chosen was the correct one.

The ultimate objective of IMC is to

1 a.start with the customer or prospect

2 b.move people to action

3 c.carefully select those tools that are most appropriate for the communications objective at hand

4 d.use as many communications outlets as possible to reach the target audience

5 e.speak with a single voice

Which of the following is a fundamental decision in the

brand-level marcom decision process?

1 a.targeting

2 b.positioning

3 c.setting objectives

4 d.budgeting

5 e.All of these are fundamental decisions.

A satisfactory mixture of advertising and promotion

expenditures can be formulated by considering the different purposes of each A key strategic consideration is whether

1 a.short- or long-term goals are more important

2 b.the budget would allow for the relatively larger expense of advertising

3 c.the organization has the expertise in its current staff to develop successful promotions

4 d.the majority of the target market is price sensitive

5 e.use of sales promotion is necessary given current economic conditions

The most frequently used budgeting method is

Program evaluation is accomplished by

1 a.developing a budget that is based on marcom objectives and includes an

optimum balance of advertising and promotion

2 b.measuring the results of marcom efforts against the objectives that were

established

3 c.collecting data on consumers’ demographics and lifestyles

4 d.constructing a database of information on the target market, economic

conditions, and competitors’ marcom strategies

5 e.comparing budgeted marcom expenditures against share-of-voice

For a given level of expenditure, there is no way of

determining the mathematical optimum allocation between advertising and promotion because

1 a.advertising and promotions are somewhat interchangeable

2 b.advertising and promotions produce a synergistic effect

3 c.advertising is appropriate for early stages of the product life cycle, and promotion

is more appropriate during later stages

4 d.they are somewhat interchangeable and produce a synergistic effect

5 e.None of these answers are correct.

Which of the following is an example of a communication outcome?

1 a.increase sales to grocery stores by 10 percent

2 b.increase total sales by 15 percent

3 c.maintain existing sales levels in Japan

4 d.increase brand awareness by 15 percent

5 e.increase sales in Mexico by 15 percent

What is the greatest obstacle to implementing integrated marketing communications?

1 a.There is a lack of interest in IMC by top management.

2 b.The cost for implementing an IMC program is difficult to justify.

3 c.Little can be gained by coordinating the various marketing communications elements.

4 d.Few providers of marketing communication services have the far-ranging skills

to plan and execute programs that cut across all major forms of marketing

communications.

5 e.Measuring the return on investment is nearly impossible.

Over the past two decades, the trend has moved toward greater expenditures on

2 b.bottom-up budgeting (BU)

3 c.top-down/bottom-up/top-down process (TDBUTD)

4 d.bottom-up/top-down process (BUTD)

5 e.top-down/bottom-up process (TDBU)

All marketing communications should be

1 a.directed to a particular target market

2 b.clearly positioned

3 c.created to achieve a specific objective

4 d.undertaken to accomplish the objective within budget constraints

5 e.All of these answers are correct.

Fundamental decisions in the brand-level marcom decision process are , and implementation decisions are