Chapter 14 Integrated Marketing Communications

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-06 Explain the six tools of integrated marketing communications campaigns.. Accessibility: Key

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Chapter 14 Integrated Marketing Communications

Multiple Choice Questions

1 Which of the following is NOT true about integrated marketing communications (IMC)?

A The goal is to make sure all advertising campaigns send the same message

IMC goes beyond just advertising It deals with all communication disciplines such as

advertising, sales promotion, personal selling, public relationship etc

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Learning Objective: 14-01 Outline the process that firms use to communicate with consumers.

Topic: 14-02 The Communication Process

2 The firm from which an integrated marketing communications (IMC) message originates iscalled a:

In the context of the communication process, the sender refers to a firm from which an

integrated marketing communications (IMC) message originates; the sender must be clearly identified to the intended audience

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Blooms: Remember

Difficulty: Easy

3 Which of the following refers to an agent or intermediary with which the sender works to develop the marketing communication?

Blooms: Remember

Difficulty: Easy

4 The person who reads, hears, or sees and processes the information contained in the IMC message or advertisement is referred to as the:

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Difficulty: Easy

5 The process of converting a sender's ideas into a message, which could be verbal, visual, orboth is called:

6 A medium—print, broadcast, the Internet—that carries messages is called:

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Blooms: Remember

Difficulty: Easy

7 The process by which the receiver interprets the sender's message is called:

Decoding refers to the process by which the receiver interprets the sender's message

Blooms: Remember

Difficulty: Easy

8 Any interference that stems from competing messages, a lack of clarity in the message, or aflaw in the medium is called:

Noise is any interference that stems from competing messages, a lack of clarity in the

message, or a flaw in the medium, and it poses a problem for all communication channels

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Blooms: Remember

Difficulty: Easy

9 Which of the following allows a receiver to communicate with the sender and thereby informs the sender whether the message was received and interpreted properly?

E The feedback loop

The feedback loop allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly Feedback can take many forms: a customer's purchase of the item, a complaint or compliment, the redemption of a coupon or rebate, and so forth

Blooms: Remember

Difficulty: Easy

10 Which of the following is true about communication with customers?

consistent for every single customer in the market

C Customers' knowledge and attitudes toward the brand will impact their message decoding.

customer groups

Consumer perceive the messages they receive differently depending on their level of

knowledge and attitudes toward the brand

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Topic: 14-03 How Consumers Perceive Communication

11 Which of the following is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future?

Blooms: Remember

Difficulty: Easy

Learning Objective: 14-06 Explain the six tools of integrated marketing communications campaigns.

Topic: 14-14 Advertising

12 A two-way flow of communication between a buyer and a seller that is designed to

influence the buyer's purchase decision is called:

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Blooms: Remember

Difficulty: Easy

Topic: 14-15 Personal Selling

13 A clothing line chooses a sports star to endorse its products It pays a fee to a broadcastingchannel to air the endorsement The aim of airing the endorsement is to persuade customers tobuy its products This is an example of:

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Blooms: Apply

15 A company that manufactures computers wants to project its products' advantages It uses broadcasting media to reach customers It pays a fee to a broadcasting channel to feature its product The aim of the company is to persuade customers to buy its computers Which of the following is being exemplified in this scenario?

Blooms: Apply

Difficulty: Difficult

Topic: 14-14 Advertising

16 A company manufactures laundry detergent The company relies on door-to-door

salespeople who provide information and services that save the customers time and effort This is an example of:

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Blooms: Apply

17 Mary starts a beauty salon She conducts a door-to-door survey to gauge the number of people who use beauty care products She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon This is an example of:

be targeted to the appropriate audience

Blooms: Apply

Topic: 14-17 Direct Marketing

18 Which of the following refers to a targeted form of communication distributed to a

prospective customer's mailbox or inbox?

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Blooms: Remember

Difficulty: Easy

19 Jeff started a pet care centre First, he compiled a list of people in his neighbourhood who had pets, and then he used the Internet to send messages to all these people to let them know

of the services he was offering This is an example of:

Blooms: Apply

20 A company manufactures and sells high-end furniture It compiles a list of all the products

it offers and then mails the list to all its customers Customers can select what they want and then order the product This is an example of:

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Blooms: Apply

21 A company selling exclusive handcrafted gift items compiles a list of products it offers and mails the list to all its customers Customers can use the list to order the product of their choice This is an example of:

Blooms: Apply

22 A company claims its weight-reduction drug causes a weight loss of 10 kilograms in sevendays with no exercise The company creates 30-minute infomercials explaining the benefit of this drug The infomercial provides a mail address for interested customers This is an

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Blooms: Apply

23 A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream It also provides a toll-free number for interested customers This is

Blooms: Apply

24 Which of the following refers to TV commercials or infomercials with a strong call to action?

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25 A company making greeting cards sets up stalls in different malls during the Christmas season The employees working at the stalls take orders for personalized cards and the product

is delivered to customers at their residence This is an example of:

Blooms: Apply

26 An institution that provides educational counselling to students sets up stalls in a shoppingmall to provide expert counselling based on students' educational backgrounds and

preferences This is an example of:

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Blooms: Apply

27 Which of the following refers to a commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit?

Cause-related marketing refers to commercial activity in which businesses and charities form

a partnership to market an image, product, or service for their mutual benefit It is a type of promotional campaign

Blooms: Remember

Topic: 14-18 Public Relations

28 A company that manufactures office stationery launches a campaign to fund the education

of needy children A small percentage of customer billing is used to contribute to this fund This is an example of:

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Blooms: Apply

29 A company manufacturing beauty products, in order to advertise itself better, sponsors an event called the Genie Awards, which is organized by the Academy of Canadian Cinema and Television This is an example of:

Blooms: Apply

30 A company that prints and sells guides to historical monuments has launched a campaign

to preserve local and national monuments from desecration and neglect This is an example of:

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31 A company that manufactures motorcycles decides to host a rock concert The aim of the company is to associate itself with music that reflects passion and energy This is an example of:

32 When corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors, it is called:

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33 Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

Generally, when advertising to consumers, the objective is a pull strategy in which the goal is

to get consumers to pull the product into the supply chain by demanding retailers carry it

Blooms: Remember

Difficulty: Easy

Learning Objective: 14-02 List the steps in planning an integrated marketing communication campaign.

Topic: 14-06 Set Objectives

34 A company that manufactures hockey equipment uses the medium of television to

advertise and promote its products Which of the following strategies best describes the company's distribution channel strategy?

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35 Mandy sets up a restaurant that serves homemade delicacies She uses the local TV network to heavily advertise and promote her restaurant Which of the following strategies best describes Mandy's distribution channel strategy?

Blooms: Apply

36 Subway develops an advertising campaign during a show that teenagers watch In this example, teenagers consider as:

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Blooms: Apply

Topic: 14-05 Identify Target Audience

37 Cossacks is a computer manufacturing company To boost sales, it offers discounts on computers to encourage retailers to sell higher volumes Which of the following strategies best describes Cossacks's distribution channel strategy?

Blooms: Apply

38 Kell International manufactures air conditioners It offers subsidies on the air conditioners

to encourage retailers to sell higher volumes Which of the following strategies best describes Kell's distribution channel strategy?

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Blooms: Apply

39 Which of the following strategies is designed to increase demand by focusing on

wholesalers, distributors, or salespeople, who entice the customers, via distribution channels,

to buy the product?

Blooms: Remember

Difficulty: Easy

40 Which of the following is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives?

B Objective-and-task method

The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives To use this method, marketers first establish a set of communication objectives, and then determine which media best reach the target market and how much it will cost to run the number and types of communications necessary to achieve the objectives

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Blooms: Remember

Difficulty: Easy

Topic: 14-07 Determine Budget

41 Which of the following refers to the method of determining a communications budget in which the firm's share of the communication expenses is in line with its market share?

C Competitive parity method

Competitive parity method is a method of determining a communications budget in which the firm's share of the communication expenses is in line with its market share

Blooms: Remember

Difficulty: Easy

42 Which of the following refers to the method of determining a communications budget that

is based on a fixed proportion of forecast sales?

A Percentage-of-sales method

Percentage-of-sales method refers to a method of determining a communications budget that

is based on a fixed percentage of forecasted sales

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Blooms: Remember

Difficulty: Easy

43 Which of the following refers to a method of determining a communications budget based

on what is left over after other operating costs have been covered?

E Affordable budgeting method

Affordable budgeting method refers to a method of determining a communications budget based on what is left over after other operating costs have been covered

Blooms: Remember

Difficulty: Easy

44 Which of the following best describes the strategy of differentiating a product by

communicating its distinctive attributes?

Unique selling proposition (USP) refers to a strategy of differentiating a product by

communicating its unique attributes It often becomes the common theme or slogan in the entire advertising campaign

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Blooms: Remember

Difficulty: Easy

Learning Objective: 14-03 Describe what appeals advertisers use to get customers' attention.

Topic: 14-08 Convey Message

45 Which of the following helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

Blooms: Remember

Difficulty: Easy

46 YuM Pizza, in a one-of-its kind initiative, introduces a new range of pizzas made of whole-grain dough with exotic herbal spice toppings This is an example of:

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Blooms: Apply

47 A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children This is an example of:

Blooms: Apply

48 FedEx, with its slogan "When your package absolutely, positively has to get there overnight," promises to deliver goods overnight for its customers This is an example of:

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Blooms: Apply

49 A company that manufactures cars advertises the safety features in the car, the mileage, speed, and the added accessories available with the car This is an example of:

Blooms: Apply

50 A company that manufactures jeans promotes the idea of "youthful individuality." The products stand for originality, self-confidence, and elegance This is an example of:

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Blooms: Apply

51 A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution It has also bought space in the newspaper for a print ad This is an example of:

Blooms: Apply

Learning Objective: 14-04 Identify how firms determine which media to use.

Topic: 14-09 Evaluate and Select Media

52 If a marketer wants to target local customers for a time sensitive product, which medium he/she should select for an ad?

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53 A company specializes in technical gadgets for home security Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded This is an example of:

between the consumer and the brand

54 Mike opens a new leisure goods store and buys airtime on TV to advertise the store He also buys space in the newspaper to run an attractive print ad This is an example of:

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55 Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Blooms: Remember

Difficulty: Easy

56 Which of the following refers to the process of evaluating and selecting the media

combination that will deliver a clear, consistent, compelling message to the intended

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Blooms: Remember

Difficulty: Easy

57 Which of the following refers to the combination of the media used and the frequency of advertising in each medium?

58 Which of the following refers to the actual purchase of airtime or print pages?

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Blooms: Remember

Difficulty: Easy

59 Which of the following refers to channels that include national newspapers, magazines, radio, and television, and is ideal for reaching large numbers of anonymous audience

60 CanadianBusiness and HelloCanada are national magazines of Canada They are

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61 An exclusive travel magazine chooses to cater only to the needs of those travelers who arehitchhikers This is an example of:

specialty magazines such as Skateboarder or CosmoGirl all provide examples of niche media.

62 Which of the following refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests?

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Blooms: Remember

Difficulty: Easy

63 CBC Television, CTV, and Global are national TV channels in Canada They are examplesof:

64 Cradles is a company that publishes exclusive and distinct magazines catering to the end luxury market This is an example of:

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65 A company manufactures bikes Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising

a steady level of persuasive or reminder advertising

66 A bakery advertises throughout the year It boosts its advertising expenditures during Christmas for maximum promotion of its products Which of the following best describes the bakery's advertising schedule?

A pulsing advertising schedule combines the continuous and flighting schedules by

maintaining a base level of advertising but increasing advertising intensity during certain periods

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67 A company specializes in winter clothing It advertises heavily in the winter and then stops advertising once the season ends Which of the following best describes the advertising schedule adopted in the given scenario?

products whose demand fluctuates, such as tennis racquets, which manufacturers may

advertise heavily in the months leading up to and during the summer

68 Which of the following advertising schedules runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates?

Tiêu đề	Integrated Marketing Communications
Thể loại	multiple choice questions

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