119 test bank for integrated marketing communications 3rd asia pacific edition đề trắc nghiệm marketing

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119 Test Bank for Integrated Marketing

Communications 3rd Asia Pacific Edition

Mutiple Choice Questions - Page 1

The adoption of IMC necessitates

1 A increased faith in mass media advertising

2 B decreased reliance on highly targeted communication methods

3 C greater demands imposed on communication suppliers

4 D decreased efforts to assess communications’ return on investment

5 E none of the answers supplied for this question are correct

Marketing communications implementation decisions

include

1 A mixing elements, creating messages, selecting media and establishing

momentum

2 B creating messages, planning media and evaluating responses

3 C designing advertisements, pre-testing advertisements and evaluating responses

to advertisements

4 D mixing elements, creating messages, selecting media and evaluating responses

The practice of promoting the interests of a company and its brands by associating with a specific event is known as

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In general, the single-voice, or synergy, principle involves selecting a specific for a brand

1 A positioning statement

2 B marketing mix

3 C pricing strategy

4 D advertising budget

Sales promotions are designed to

1 A create brand awareness

2 B influence customer attitudes

3 C stimulate immediate sales of a product

4 D reduce manufacturing costs

5 E all of the answers supplied for this question are correct

Advertising

1 A is a form of person-to-person communication

2 B consists of all marketing activities that attempt to stimulate quick buyer action

3 C consists of all marketing activities that attempt to stimulate immediate sales of a product

4 D often assumes the form of news items

5 E involves direct communication that is pinpointed to each B2B customer or ultimate consumer

According to the brand awareness pyramid, top-of-mind awareness (TOMA) comes directly after consumers

1 A recognise the brand

2 B buy the brand

3 C recall the brand

4 D trial the brand

IMC starts with profiling the

1 A manufacturer

2 B wholesaler

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1 A brand knowledge and brand experience

2 B brand recognition and brand recall

3 C brand knowledge and brand recall

4 D brand equity and brand knowledge

A is a name, term, sign, symbol or design, or a combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

The goal of IMC is to

1 A increase brand awareness

2 B affect the behaviour of the targeted audience

3 C learn how to outsell the competition

4 D lower production costs

Fundamental marketing communication decisions include

1 A positioning, mixing elements, budgeting and setting objectives

2 B targeting, budgeting, evaluating and planning

3 C positioning, evaluating, planning and forecasting

4 D positioning, targeting, setting objectives and budgeting

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IMC requires that all of a brand’s communication media

1 A deliver consistent messages

2 B reach the same audience

3 C utilise in-store displays

4 D seek long-term objectives

The world’s strongest brands are characterised by many traits, one of which is

1 A consistency

2 B design

3 C innovation

4 D all of the answers supplied for this question are correct

Initially, the marketing communication program involves making

1 A fundamental decisions and budgeting decisions

2 B fundamental decisions and implementation decisions

3 C implementation decisions and evaluation decisions

4 D financial decisions and evaluation decisions

The TOMA model represents

1 A too many advertisements

2 B top-of-mind awareness

3 C top model appreciation

4 D towards money allocation

A form of person-to-person communication would be

1 A advertising

2 B sales promotion

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3 C personal selling

4 D promotion

The process whereby thoughts are conveyed and meaning is shared between individuals or between organisations and individuals is known as

1 A achieving economies of scale by producing a brand in mass quantity

2 B creating barriers to entry for competitors who want to introduce their own brands

3 C providing a key means for differentiating one company’s offering from

competitive brands

4 D enabling a manufacturer to gain leverage vis-á-vis retailers and other marketing intermediaries

An implicit characteristic of IMC is the building of

relationships with customers Which of the following

features is not a characteristic of relationship building?

1 A repeat purchases

2 B huge acquisition costs

3 C enduring links between a brand and consumers

4 D customer loyalty

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

1 A advertising platform

2 B positioning statement

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3 C mission statement

4 D advertising objective

5 E vision

Using different forms of marketing communications,

communications’ basic objective is

1 A to facilitate the successful introduction of new brands

2 B to improve corporate relations with special interest groups

3 C to create good publicity

4 D to increase customer loyalty

The notion that all elements of the marketing mix must be coordinated and that all must speak with one voice is called

1 A micromarketing

2 B integrated marketing communications

3 C the marketing concept

4 D the promotion concept

5 E the single-voice theory of communications

The marketing mix for a brand consists of

1 A is limited to the use of mass media

2 B starts with identifying the major competitors

3 C strives to achieve synergy

4 D has the main objective of increasing brand awareness

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According to the brand awareness pyramid, consumers begin by being

1 A aware of the brand

2 B true to the brand

3 C unaware of the brand

4 D not sure of the brand

5 E skeptical of the brand

The basic dimension of brand equity is

1 A brand image

2 B brand associations

3 C brand personality

4 D brand awareness

Products that are high in quality and represent good value potentially possess high

1 A brand availability

2 B brand equity

3 C brand personality

60 Free Test Bank for Integrated Marketing

Communications 3rd Asia Pacific Edition by Chitty Mutiple Choice Questions - Page 2

According to Keller, brand knowledge comprises

1 A brand equity and brand image

2 B brand equity and brand communications

3 C brand awareness and brand image

4 D brand awareness and brand loyalty

5 E brand awareness and brand advertising

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A marketing communication objective is

1 A to improve market share

2 B to reward shareholders

3 C to expand the sales force

4 D to make the brand the envy of the market place

The increasing demand for accountability means that

1 A fundamental decisions and implementation decisions

2 B evaluation decisions and financial decisions

3 C short-term decisions and long-term decisions

4 D fundamental decisions and subsequent decisions

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The world’s strongest brands have all the following traits except

What is the initial challenge for new brands?

1 A achieving brand awareness

2 B enhancing brand image

3 C achieving brand preference

4 D achieving brand insistence

5 E building revenue premium

Marketing communicators meaning and create

associations for their brands by connecting them with other objects that already possess well-known meaning

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2 B more on advertising and less on promotions

3 C more on promotions and less on advertising

4 D less on both advertising and promotions

5 E more on both advertising and promotions

When a brand remains relevant and consistent, it displays characteristics associated with

Key features of IMC include

1 A profiling the target market and using the relevant media

2 B achieving communication synergy

3 C building customer relationships

4 D influencing the target market’s behaviour

Brand meaning can be leveraged by

1 A employees

2 B endorsers

3 C alliances

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It has been said that marketing and communications

_

1 A are virtually inseparable

2 B require total organisation effort

3 C are difficult to monitor in a competitive environment

4 D produce rewarding return on investment

Profiling a target market involves _

1 A collecting competitor’s information

2 B analysing past purchase orders

3 C determining their lifestyles

4 D selecting the most suitable statistical method

The following events have been influential in changing marketing communication practices:

1 A increased reliance on billboard advertising

2 B decreased usage of highly targeted communication methods

3 C greater competitive environment in luxury goods

4 D increased efforts to invest in brand’s recall strategies

The objective of marketing communications is to enhance brand equity as a means of

1 A defining the marketing mix

2 B increasing consumer brand loyalty

3 C increasing short-term sales

4 D reducing the advertising budget

5 E reducing the promotional budget

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Data collected from the EquiTrend online survey identified six world-class brands, including Waterford Crystal,

Craftsman tools and the Discovery Channel What all of these brands had in common was

1 A a straightforward promise of what they delivered and consistent delivery over time

2 B a large marketing department and expert advisers

3 C unlimited access to marketing funds

4 D international recognition

5 E both C and D

An example of ingredient branding is when

1 A you buy a Qantas flight ticket with an American Express credit card

2 B you buy petrol and groceries at the same retail outlet

3 C ink is placed in a Bic pen

4 D Nicole Kidman advertises Chanel

5 E Dell computers have a sticker on them saying ‘Intel Inside’

Anne is asked by a market researcher to tell him the

particular thoughts and feelings she has about UWS

libraries A particular thought or feeling that comes to

Anne’s mind is known as a (n)

When a brand has strong, favourable and unique

associations in consumers’ minds, this is an example of

1 A brand equity

2 B brand personality

3 C brand dimensions

4 D brand associations

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5 E brand value

May is asked by a market researcher to list all the brands of toothpaste she can think of Which type of awareness is this assessing?

Which of the following is a source by which brand meaning can be leveraged?

1 A other brands

2 B places

3 C things

4 D people

5 E all of the answers provided for this question are correct

The new Myer Visa card is an example of

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Fundamental marketing communications involves making decisions about

1 A targeting

2 B positioning

3 C campaign objectives

4 D budgets

When two brands enter into an agreement that has the

potential to enhance the brand equity and profitability of both brands, this is known as

The most important requirement for successful co-branding

is that the brands possess

1 A a common budget

2 B a common manufacturing base

3 C a common fit

4 D a common country of origin

Before consumers recognise the brand they must

1 A be aware of the brand

2 B buy the brand

3 C recommend the brand

4 D go to the shopping mall

An example of co-branding is when

1 A you buy a Qantas flight ticket with an American Express credit card

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2 B you buy petrol and groceries at the same retail outlet

3 C ink is placed in a Bic pen

4 D Nicole Kidman wears Chanel

The goal of establishing successful relationships between customers and brands is to generate

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True - False Questions

IMC does not require that all of a brand’s communication media and messages deliver a consistent message

1 True

2 False

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Although it is impossible to determine a mathematically optimum mixture of advertising and promotion expenditures,

a satisfactory mixture can be formulated by considering the different purposes of each of the marketing communication tools

1 True

2 False

The positioning of the brand is an implementation decision that needs to be made in the initial stages of the marketing communications program

The two types of decisions that need to be made when

developing a marketing communications program are

fundamental decisions and subsequent decisions

1 True

2 False

Increased efforts to assess marketing communications’

return on investment constitute one of the reasons for the shift towards IMC

1 True

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The goal of IMC is to directly influence employees’

perception of the brand

1 True

2 False

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Fundamental decisions, which are part of a marketing

communications program, are practical and tactical

A ‘brand’ is a convenient (and appropriate) label for

describing only a single object of concerted marketing

A brand is a name, term, sign, symbol or design, or a

combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

1 True

2 False

One of the traits of the world’s strongest brands is ‘the

brand stays relevant’

1 True

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