141 test bank for integrated marketing communications 4th edition by chitty đề trắc nghiệm marketing

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141 Test Bank for Integrated Marketing Communications 4th Edition by Chitty

True - False Questions - Page 1

Brands perform a critical strategic role by providing a key means for differentiating one company’s offering from those

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

Successful IMC requires that communication efforts be

directed at encouraging some form of investment

1 True

2 False

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Point-of-purchase communications are effective in creating brand awareness, whereas mass media advertising

stimulates in-store brand selection

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

2 False

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

describing only a single object of concerted marketing

efforts

1 True

2 False

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The trend over the past two decades has been to spend more money on advertising and less on promotions

1 True

2 False

The allocation of resources among various types of

marketing communications is categorised as an

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The goal of IMC is to directly influence employees’

perception of the brand

Advertising consists of all marketing activities that attempt

to stimulate quick buyer action or immediate sales of a

product

1 True

2 False

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

The objective of IMC is to reach the target audience

efficiently and effectively via one mass media avenue

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

combination of these, that identifies the goods and services

of one seller or group of sellers and differentiates them from those of competitors

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

1 True

2 False

IMC is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects

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66 Free Test Bank for Integrated Marketing

Communications 4th Edition by Chitty True - False Questions - Page 2

The marketing communications imperative is to move

brands from a state of unawareness to a state of recognition, then to recall, and ultimately to top-of-mind awareness

(TOMA)

1 True

2 False

Marketers are allocating a greater proportion of their

marketing communications budgets to interactive social media, and reducing spending on some mass media

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2 False

Implementation decisions that are part of a marketing

communications program are conceptual and strategic

Brand recall reflects a relatively superficial level of

awareness, whereas brand recognition indicates a deeper form of awareness

1 True

2 False

The increased use of customer data by mainstream retailers has allowed them to make business decisions that are less intuitive

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1 True

2 False

In the automobile market, large competitors such as Toyota, Holden and Ford have to spend a larger proportion of their sales on advertising than smaller competitors such as

Hyundai, Daewoo and Mazda

1 True

2 False

According to Keller, brand equity comprises brand

awareness and brand knowledge

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2 False

One reason why it is extremely important to effectively

evaluate any marketing communications program is the increasing demand for accountability in organisational

Too much advertising and not enough promotion can

diminish a brand’s future value

1 True

2 False

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Fundamental decisions that are part of a marketing

communications program are practical and tactical

The main types of marketing communications are

advertising, digital marketing communications, direct

marketing, sales promotion, personal selling, sponsorship, marketing public relations and point-of-purchase

communications

1 True

2 False

A potential downside for the host brand with respect to

ingredient branding is that it runs the risk of being turned into a mere commodity

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Most budgeting practices involve a combination of top-down and all-over budgeting

1 True

2 False

Sales promotion attempt to stimulate buyer action or

immediate sales results, whereas advertising is designed to accomplish communication objectives, such as creating brand awareness and influencing customer attitudes

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Marketing communications is not a critical component of effective marketing

1 True

2 False

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Multiple Choice Questions - Page 1

.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

.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

5 E.None of the answers supplied for this question are correct.

.According to Keller, brand awareness comprises

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

.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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5 E.sponsorship marketing

.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

.Making brand-level marketing communications decisions include making

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

.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.

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

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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

.Using different forms of marketing communications,

communications’ basic objective is to

1 A.facilitate the successful introduction of new brands

2 B.improve corporate relations with special interest groups

3 C.create good publicity

4 D.increase customer loyalty

.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

.IMC starts with profiling the

1 A.deliver consistent messages

2 B.reach the same audience

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3 C.utilise in-store displays

4 D.seek long-term objectives

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

1 A.customer loyalty

2 B.increased revenues

3 C.synergy

4 D.brand equity

.The marketing mix for a brand consists of

1 A.product

2 B.price

3 C.promotion

4 D.place

.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

.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’

.The goal of IMC is to

1 A.increase brand awareness

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2 B.affect the behaviour of the targeted audience

3 C.learn how to outsell the competition

4 D.lower production costs

.The basic dimension of brand equity is

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

.A form of person-to-person communication would be

.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

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.Some brands have such an exceptional that they deserve to be known as ‘world-class’ brands

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

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

1 A.recognise the brand

2 B.buy the brand

3 C.recall the brand

4 D.trial the brand

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.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

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

.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

.For the firms that market them, brands play a key role in

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

.The process whereby thoughts are conveyed and meaning

is shared between individuals or between organisations and individuals is known as

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.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

.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

.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

.When a brand has strong, favourable and unique

associations in consumers’ minds, this is an example of

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.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

4 D.All of the answers supplied for this question are correct.

69 Free Test Bank for Integrated Marketing

Communications 4th Edition by Chitty Multiple Choice Questions - Page 2

.Fundamental marketing communications involves making decisions about

1 A.targeting

2 B.positioning

3 C.campaign objectives

4 D.budgets

.A brand’s represents the key feature, benefit,

or image that it stands for in the target audience’s collective mind

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4 D.mass media

5 E.sales promotions

.Systematic decision making requires the message content

in advertisements or promotions, on packages or at events

to be predicated on the brand’s strategy

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

.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)

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3 C.brand equity

4 D.brand endorsements

.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.

.World-class brands possess high brand equity because they are well known and possess strong and favourable in consumers’ minds

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

.An example of co-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 wears Chanel

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