138 test bank for integrated advertising promotion and marketing communications 5th edition by clow

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138 Test Bank for Integrated Advertising Promotion and Marketing Communications 5th Edition by Clow

Mutiple Choice Questions - Page 1

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 person or group who wishes to convey a message is which element of the communication process?

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

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

Of the following, the individual that works for the company that produces the product is a(n):

1 A) agency account executive

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

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

1 A) provide businesses with an economical way of reaching consumers

2 B) becoming an interactive medium for customers to use for personal interactions with businesses

3 C) create meaningful information in the most relevant way

4 D) create a venue for advertising

Marketing account executives are facing increasing

pressures related to:

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

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

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

Marlene just developed a new slogan to use in a company's advertising Her main job is to think up these ideas and put them into the company's advertising plan Marlene is a(n):

1 A) account manager

2 B) brand manager

3 C) creative

4 D) media manager

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

All of the following are examples of communication noise except:

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

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

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 marketing mix consists of the product, the price,

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

3 C) transmission devices

4 D) feedback devices

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:

2 B) set of marketing objectives

3 C) analysis of human resources

4 D) statement of marketing strategies and tactics

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

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

1 A) account executives

2 B) brand managers

3 C) creatives

4 D) receivers

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

According to the cofounder of Twitter, Biz Stone, Twitter can deliver value to businesses by:

1 A) offering a free channel of communication

2 B) creating a better customer experience

3 C) allowing customers to interact with each other

4 D) offering businesses a cheap way to advertise

Traditionally, promotions included the following, except:

1 A) advertising

2 B) product design

3 C) personal selling

4 D) sales promotions

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

When a message is being heard or seen by a consumer,

what is taking place?

Integrated marketing communications affects all of the

78 Free Test Bank for Integrated Advertising

Promotion and Marketing Communications 5th Edition

by Clow Mutiple Choice Questions - Page 2

Because of the decline in the effectiveness of mass-media advertising, marketers have shifted efforts to:

1 A) using advertising agencies

2 B) creating brand parity

3 C) trade promotions

4 D) micro-marketing

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) decline in the effectiveness of mass media

4 D) a new form of wholesaling

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

Because retailers control shelf purchase and have

purchasing data, 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

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

In the global cell phone market, the industry leader with 40 percent of the market share is:

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

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

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

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

Advances in have dramatically changed

marketing

1 A) technology and communication

2 B) integrated marketing methods and venues

3 C) global competition and micro-marketing

4 D) hand-held communication technologies and the Internet

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

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

4 D) increase in micro-marketing

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

Web sites, cell phones, and advertisements that present the same message and theme are:

By 2012, online purchases of products will rise to

approximately percent of retail sales

1 A) 3

2 B) 5

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

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

1 A) consumer promotions

2 B) rebate programs

3 C) direct marketing programs

4 D) trade promotions

Coca Cola runs the same advertisement in all

French-speaking countries This is an example of:

1 A) a diversified IMC theme

1 A) from producers to wholesalers

2 B) away from manufacturers

3 C) from retailers to wholesalers

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

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

marketing communications.

4 D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.

The foundation of an IMC program consists of a careful

review of the following, except:

1 A) the products to be sold

2 B) company's image

3 C) the markets in which buyers are located

4 D) the buyers to be served

Brand parity means quality becomes less of a concern for consumers so purchase decisions are based 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

Because of the rise in the importance of accountability and producing measurable results, companies have become less reliant on television advertising and have shifted dollars 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

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) a commercial web site

2 B) a friend who recommends a brand

3 C) a receptionist at a business

4 D) a sales clerk at a retail store

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

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

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 perception of brand equity

3 C) changes in channel power

4 D) increase in global competition

Alternative interactive marketing techniques are designed to:

1 A) push products through the marketing channel

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

3 C) to bring marketing to the forefront

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

The foundation of an integrated marketing communications program consists of managing the brand and corporate 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

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

The term used to summarize the various activities involved with the Internet is

True - False Questions

Trade promotions include contests, incentives, vendor

support programs, and other fees and discounts that help the manufacture push the product through the channel.

The budget preparation stage of a marketing analysis

focuses on finding company strengths and weaknesses and environmental opportunities and threats

1 True

2 False

The term E-active marketing is used to summarize the

various activities associated with the Internet

Because nontraditional and alternative media have not

produced the results marketers thought it would, companies have cut expenditures on alternative methods and shifted it

Today's consumers have a variety of choices regarding

where they can obtain information about a brand

1 True

2 False

The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter

A Globally Integrated Marketing Communications plan

creates a standard message across all cultures

Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process

1 True

2 False

The first step to preparing an integrated marketing plan is a situational analysis in which the marketing team identifies problems and opportunities

1 True

2 False

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

1 True

2 False