138 test bank for integrated advertising promotion and marketing communications 4th edition

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138 Test Bank for Integrated Advertising Promotion and Marketing Communications 4th Edition 

  Mutiple Choice Questions - Page 1

Integrated marketing communications affects all of the

The individual in charge of Tide, Bold, and Cheer at Procter

& Gamble would be the:

1 A) agency account executive

2 B) development of an overall strategic communication plan

3 C) preparing the actual advertisements

4 D) product development and applications

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

The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the

communication process? 

1 A) sending

2 B) encoding

3 C) transmission

4 D) filtering out noise

Current thinking in marketing suggests that you cannot assume that the best approach is to capture someone's attention Instead, marketing communication now means 

1 A) finding alternative media that can effectively communicate with consumers

2 B) holding advertising agencies and creatives accountable for results

3 C) moving marketing and advertising functions in-house rather than using an advertising agency

4 D) finding ways to engage with and interact with consumers

All of the following are examples of clutter except: 

1 A) eight minutes of ads per half hour on television

2 B) the inside of a bus that has ads all along the top on both sides

3 C) Web sites loaded with commercials

4 D) a miscommunication between an ad agency and a brand manager

The person reading a magazine advertisement plays which role in the communications model? 

Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo

technology and creates advertisements specifically for them.

In a communication model, these individuals are: 

Companies are shifting advertising dollars to Web sites such

as Facebook, MySpace, and YouTube This is an example of the current trend of: 

1 A) greater accountability

2 B) a shift in responsibility of individuals involved in advertising

3 C) greater use of alternative media

4 D) greater use of database marketing

A creative's main responsibility is to: 

1 A) compile a database regarding consumer behavior

2 B) evaluate the marketing plan

3 C) develop advertisements and campaigns

4 D) receive marketing messages from various sources

The individual most likely to work for the company that

produces the product is a(n):

1 A) agency account executive

2 B) rising costs of media space and time

3 C) changes in tasks performed by all of the players involved in an advertising program

4 D) explosive development of alternative media

In the communication process, the items that carry the

message from the sender to the receiver are: 

1 A) encoding processes

2 B) decoding processes

2 B) cooperative programs with other swimwear and beach sport companies

3 C) eliminating unprofitable locations

4 D) surf board manufacturing

In terms of the communication process, a creative preparing

an ad is most likely going to be involved in: 

Ron Jon Surf Shop's marketing team used each of the following marketing tactics except: 

1 A) sponsorship of professional surfing contests with beachwear manufacturers

2 B) sponsorship of "End of Summer Skateboard Contest" in Florida

3 C) developing an 11-page advertisement in Sports Illustrated swimsuit issue

4 D) developing a cooperative agreement with Chrysler Corporation to create a limited edition of the Ron Jon PT Cruiser

The individuals who develop the actual advertisements for promotional campaigns are called: 

4 D) filtering out noise

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

Marketing account executives are facing increasing

pressures related to: 

1 A) accountability

2 B) affordability

3 C) accessibility

4 D) applicability

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

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

Which would be 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

Julie is explaining an integrated marketing communications program to Michael In this situation: 

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

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

When a message is being heard or seen by a consumer, what is taking place? 

1 A) encoding

2 B) transmission

3 C) decoding

4 D) feedback

76 Free Test Bank for Integrated Advertising

Promotion and Marketing Communications 4th Edition

by Clow Mutiple Choice Questions - Page 2

Coca Cola runs the same advertisement in all

French-speaking countries This is an example of: 

1 A) a diversified IMC theme

image, understanding buyer behaviors, and a(n):

1 A) analysis of the organization

2 B) promotions opportunity analysis

3 C) advertising management program

4 D) company assessment program

According to the American Productivity & Quality Center of Houston, the first step in developing an IMC culture is: 

1 A) to identify, coordinate, and manage all forms of marketing communications.

2 B) when the organization uses consumer data information and insights to assess and guide corporate strategy

3 C) to bring information technology to the forefront

4 D) to examine all communications from the perspective of customers

All of the following are trends impacting the use of

integrated advertising and marketing communications

except: 

1 A) integration of information by consumers

2 B) increases in perception of brand parity

3 C) increase in channel power by manufacturers

4 D) decline in effectiveness of television advertising

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 in which a consumer interacts with a company

The following are examples of a customer contact points, except: 

1 A) barnes&noble.com

2 B) the white pages in a phone book

3 C) a receptionist at Microsoft

4 D) a sales clerk at a retail store

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 Web site in several languages

4 D) using local salespeople

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

Promotions that help the manufacture push the product through the channel are: 

3 C) account executives

4 D) marketing objectives

Promotions which 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

All of the following are trends impacting the use of

integrated advertising and marketing communications

except: 

1 A) development of information technology

2 B) increases in perception of brand equity

3 C) changes in channel power

4 D) increase in competition

In terms of marketing communications, standardization is: 

1 A) using 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

All of the following are reasons why consumers do not watch television ads except: 

1 A) they are bored

2 B) the ads are annoying

3 C) the program is boring

4 D) a competing brand is being advertised

Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power: 

1 A) from producers to wholesalers

2 B) from manufacturers to retailers

3 C) from retailers to wholesalers

4 D) to consumers

Members of a typical marketing channel include producers, wholesalers, retailers, and: 

1 A) consumers

2 B) competitors

3 C) business agents

4 D) business merchants

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

The final stage in refining an IMC program occurs when an organization: 

1 A) identifies and coordinates all forms of external communications

2 B) extends the scope of communication to include everyone in the organization

3 C) puts technology at the forefront

4 D) uses the IMC program to help drive corporate strategic planning

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

1 A) local community activities

1 A) a poor quality IMC program

4 D) blogging

What gives consumers and businesses access to an abundance of marketing information? 

1 A) the nightly news

2 B) database management programs

3 C) word of mouth

4 D) increases in information technology

In terms of marketing communications, adaptation is: 

1 A) not used in international environments

2 B) a form of e-commerce

3 C) advertising in unusual media

4 D) adjusting a message to local conditions

The first element of an IMC marketing plan is a(n): 

1 A) situational analysis

2 B) set of marketing objectives

3 C) analysis of human resources

4 D) statement of marketing strategies and tactics

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

One of the major new forces in the development of integrated marketing communications is: 

1 A) advances in technology and communication

2 B) changes in channel power

3 C) increased global competition

4 D) decline in effectiveness of mass-media advertising

Part of the process of refining an IMC program is: 

1 A) reducing all forms of external communications

2 B) viewing communications from the perspective of the customer

3 C) limiting technology to mandated programs

4 D) making sure it only pertains to the marketing department

An example of adaptation 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 second element of an IMC marketing plan, following a situation analysis is a(n):

1 A) situational analysis

2 B) marketing budget

3 C) marketing objectives

4 D) marketing strategies and tactics

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

Buying online from Amazon.com rather than a record store

is an example of: 

1 A) a power shift to the consumer

2 B) a power shift to the producer

3 C) decline in the effectiveness of mass media

4 D) a new form of wholesaling

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

In terms of U.S online retail sales, the category with the highest percentage of the sales, at approximately 35% of the total sales, is: 

1 A) computer hardware and software

2 B) toys and video games

3 C) travel

4 D) apparel

In this text, an integrated marketing communications

program is compared to: 

1 A) a pyramid of marketing activities

2 B) the parts of a computer

3 C) the government of a state

4 D) a car traveling at a high speed

The competitive environment is now more: 

managing all communication forms, is to: 

1 A) to identify, coordinate, and manage all forms of marketing communications.

2 B) when the organization uses consumer data information and insights to assess and guide corporate strategy

3 C) to bring information technology to the forefront

4 D) to examine all communications from the perspective of customers

Predicting purchasing behavior of customers is more

accurate today because of: 

1 A) increased use of credit cards

2 B) the UPC bar coding system and point-of-purchase systems

3 C) the shift of power to retailers and consumers

4 D) the ability of advertisers to accurately measure how many people watch or see advertisements

True - False Questions

The Ron Jon Surf Shop logo has helped increase brand recall. 

Current thinking in marketing is that engaging with

consumers is the most important ingredient in a successful communications program. 

Susan researches car stereos on the Internet and by visiting Best Buy This is an example of a shift in power to the

1 True

2 False

The largest category of online retail sales in the United

States is music and videos. 

1 True

2 False

Brand managers, creatives, and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment. 

The GIMC approach is easier to apply when a company relies

on the adaptation strategy for its global expansion. 

1 True

2 False

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. 

The push for accountability is being driven by chief

executive officers, brand managers, creatives, and account managers. 

1 True

2 False

Data-driven marketing programs include permission

marketing, frequency marketing, and E-active marketing. 

1 True

2 False

The term E-active marketing is used to summarize the

various activities associated with the Internet. 

1 True

2 False

When retailers hold stronger channel power than

manufacturers and control the flow of merchandise to

consumers, manufacturers must invest in consumer

promotions to encourage retailers to stock and to push the manufacturer's brand. 

1 True

2 False