115 test bank for advertising promotion and other aspects of integrated marketing communications 9th edition đề trắc nghiệm marketing

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115 Test Bank for Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition

Mutiple Choice Questions - Page 1

Which term is preferred by most marketing practitioners to refer to the collection of advertising, sales promotions,

public relations, event marketing, and other communication devices?

1 a.marketing promotion

2 b.promotion

3 c.sales promotion

4 d.marketing communications

5 e.integrated marketing communications

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.

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

Which approach will best serve the customers’ information needs and motivate them to purchase the brand?

4 d.touch point and contact

5 e.touch point, contact, and intersection

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 marketing mix for a brand consists of _

Milo is employed by a manufacturer of consumer packaged goods products His job entails the planning, creation,

integration, and implementation of diverse forms of marcom, such as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a brand’s

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)

Brand managers should turn to alternative means of marcom

as the option of first choice rather than automatically

5 e.mass media advertising

A key characteristic of IMC is the building of relationships with customers Which of the following is NOT a benefit of building relationships?

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

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.

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 _

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 _

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

Current marketing philosophy holds that _ is absolutely imperative for success

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 are correct.

_ is the philosophy and practice of carefully

coordinating a brand’s sundry marketing communications elements

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.

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.

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

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

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

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 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

channels?

1 a.positioning statement

2 b.contact point

3 c.relationship statement

4 d.creative brief

5 e.creative platform

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 correct.

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

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

1 a.synergy

2 b.media mix

3 c.awareness generation

4 d.engagement

5 e.contact

60 Free Test Bank for Advertising Promotion and

Other Aspects of Integrated Marketing

Communications 9th Edition by Shmip Mutiple Choice Questions - Page 2

The decision regarding how to allocate resources between the marcom elements has been described as an “ill-

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 NOT a budgeting method?

1 a.top-down budgeting (TD)

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)

John is a subunit manager at a large consumer packaged goods manufacturer Every year, he submits a budget

request to the vice president of marketing, who coordinates the various requests and then submits an overall budget to top management for approval This is an example of _ budgeting

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 are correct.

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.

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

Which of the following is NOT a change in marketing

communication practices?

1 a.increased reliance on outside suppliers, or specialized services

2 b.reduced dependence on mass media advertising

3 c.increased reliance on highly targeted communication methods

4 d.heightened demands on suppliers

5 e.increased efforts to assess communications’ return on investment

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 are correct.

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

When counseling its clients in selecting appropriate marcom tools, McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish and then identify the best way to allocate the marketer’s budget What is this

approach known as?

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

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

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?

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 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

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

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?

5 e.All of these are correct.

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

1 a.equity

2 b.image

3 c.position

4 d.name

1 a.increase brand awareness

2 b.cut costs

3 c.increase product usage

4 d.enhance brand equity

5 e.increase the rate of purchase

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 is an implementation decision in the brand-level marcom decision process?

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 correct.

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

One important factor that has led more firms to perform

research and acquire data to determine whether

implemented marcom decisions have accomplished the objectives they were expected to achieve is _

1 a.increasing demand for accountability

2 b.rapidly changing consumer tastes and preferences

3 c.changing economic conditions

4 d.increasing marcom expenses

5 e.less reliance on outside agencies to perform the marcom function

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

True - False Questions

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 use of integrated marketing communications is

restricted to the mass media

1 True

2 False

There is an optimum mixture of expenditures between

advertising and promotion that can be determined using computer models

1 True