Question 1

Why is the concept of integrated marketing communications (IMC)growing in popularity?

Accepted Answer

A)  The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. 
B)  The mass market has fragmented. 
C)  Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. 
D)  Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and that are more easily measured. 
E)  All of these statements help to explain why IMC is growing in popularity. 
A)  The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. 
B)  The mass market has fragmented. 
C)  Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. 
D)  Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and that are more easily measured. 
E)  All of these statements help to explain why IMC is growing in popularity. E

Question 2

In 2004,the movie company that produced The Bourne Supremacy used advertising,personal selling,public relations,and sales promotion to communicate with its target audience for the movie.The movie production company's _____ was composed of its plan on how to use these tools.

Accepted Answer

A)  mass communication mix 
B)  promotional strategy 
C)  selling plan 
D)  marketing mix 
E)  strategic goals 
A)  mass communication mix 
B)  promotional strategy 
C)  selling plan 
D)  marketing mix 
E)  strategic goals B

Question 3

Within the communication process for a car dealer ad,which of the following would be an example of noise?

Accepted Answer

A)  competing ads 
B)  news stories in the newspaper 
C)  physical surroundings in which the individual reading the ad is located 
D)  presence of other people while the ad is being read 
E)  all of these are examples of noise 
A)  competing ads 
B)  news stories in the newspaper 
C)  physical surroundings in which the individual reading the ad is located 
D)  presence of other people while the ad is being read 
E)  all of these are examples of noise E

Question 4

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

Accepted Answer

A) True 
 B)False

Question 5

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to RugRatReaders.Martin's choice of radio as his promotional tool is based on the fact that it is a one-way mass communication vehicle.Radio is most commonly used with which promotion mix element?

Accepted Answer

A)  public relations 
B)  advertising 
C)  direct marketing 
D)  sales promotion 
E)  sponsorship 
A)  public relations 
B)  advertising 
C)  direct marketing 
D)  sales promotion 
E)  sponsorship

Question 6

A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.

Accepted Answer

A)  comparative differentiation 
B)  competitive advantage 
C)  unique selling proposition 
D)  special benefit 
E)  promotional plan 
A)  comparative differentiation 
B)  competitive advantage 
C)  unique selling proposition 
D)  special benefit 
E)  promotional plan

Question 7

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to RugRatReaders.In attempting to get consumers to ask the retailer for his product,Martin is using a _____ promotional strategy:

Accepted Answer

A)  push 
B)  pull 
C)  kinetic 
D)  publicity 
E)  reinforcement 
A)  push 
B)  pull 
C)  kinetic 
D)  publicity 
E)  reinforcement

Question 8

All promotions are designed to either inform,persuade,or remind the target audience.

Accepted Answer

A) True 
 B)False

Question 9

A person buying a Valentine's Day gift for his significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for her mail carrier.

Accepted Answer

A) True 
 B)False

Question 10

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to Cable TV.The television cable industry is the originator of this ad campaign against satellite dishes.The industry represents the _____ in the communication process.

Accepted Answer

A)  communicator 
B)  encoder 
C)  sender 
D)  channeler 
E)  receiver 
A)  communicator 
B)  encoder 
C)  sender 
D)  channeler 
E)  receiver

Question 11

USA cable television uses radio,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

Accepted Answer

A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public 
A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public

Question 12

When Mona saw the features available on Singer sewing machine Dee had received for her birthday,Mona immediately knew she wanted to own one just like it some day.According to the AIDA concept,Mona entered the _____ stage.

Accepted Answer

A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire 
A)  action 
B)  attention 
C)  liking 
D)  interest 
E)  desire

Question 13

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

Accepted Answer

A)  Sales promotion 
B)  Publicity 
C)  Personal selling 
D)  Advertising 
E)  Sponsorship 
A)  Sales promotion 
B)  Publicity 
C)  Personal selling 
D)  Advertising 
E)  Sponsorship

Question 14

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic.The American Plastics Council is planning to use a(n)_____ strategy.

Accepted Answer

A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push 
A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push

Question 15

When Lee Apparel introduced Lee Dungarees,it carefully coordinated posters,radio and television commercials,and a Web-based interactive game that drove customers to off-line stores and back to the Web site.All of these elements produced a consistent,unified,customer-focused message.Lee Apparel used:

Accepted Answer

A)  coordinational promotion 
B)  promotional mixing 
C)  integrated marketing communications 
D)  creative selling 
E)  processed marketing 
A)  coordinational promotion 
B)  promotional mixing 
C)  integrated marketing communications 
D)  creative selling 
E)  processed marketing

Question 16

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to Amtrak.Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

Accepted Answer

A)  superior skill set 
B)  special feature 
C)  tactical strategy 
D)  differential parity 
E)  competitive advantage 
A)  superior skill set 
B)  special feature 
C)  tactical strategy 
D)  differential parity 
E)  competitive advantage

Question 17

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.As Frigo Design plans its promotion for its new chalkboard panels,which of the following factors will be likely to affect its promotional mix?

Accepted Answer

A)  Its chalkboard panels are a new product. 
B)  Its chalkboard panels are targeted to families with school-aged children. 
C)  Its chalkboard panels are easy to install. 
D)  Its panels fit any refrigerator,dishwasher,or compactor made since 1942. 
E)  All of these factors will affect Frigo's promotional mix. 
A)  Its chalkboard panels are a new product. 
B)  Its chalkboard panels are targeted to families with school-aged children. 
C)  Its chalkboard panels are easy to install. 
D)  Its panels fit any refrigerator,dishwasher,or compactor made since 1942. 
E)  All of these factors will affect Frigo's promotional mix.

Question 18

In terms of the AIDA concept,sales promotion is most effective at creating:

Accepted Answer

A)  strong desire and purchase intent 
B)  positive attitudes toward a brand 
C)  awareness of a product 
D)  long-term interest 
E)  awareness of a product and purchase intent 
A)  strong desire and purchase intent 
B)  positive attitudes toward a brand 
C)  awareness of a product 
D)  long-term interest 
E)  awareness of a product and purchase intent

Question 19

In 2004,Atlanta once again hosted the Peachtree Road Race,a running event that attracts many world-calibre racers.This year after numerous requests from Georgians,the race officials sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree was as example of:

Accepted Answer

A)  advertising and personal selling efforts 
B)  strategic product promotions and resulting sales 
C)  a target marketing strategy 
D)  sales promotion efforts 
E)  a public relations strategy and resulting publicity 
A)  advertising and personal selling efforts 
B)  strategic product promotions and resulting sales 
C)  a target marketing strategy 
D)  sales promotion efforts 
E)  a public relations strategy and resulting publicity

Question 20

_____ is any form of sponsor-identified,paid mass communication.

Accepted Answer

A)  Advertising 
B)  Publicity 
C)  Promotion 
D)  Public relations 
E)  Nonpaid communication 
A)  Advertising 
B)  Publicity 
C)  Promotion 
D)  Public relations 
E)  Nonpaid communication

Why is the concept of integrated marketing communications (IMC)growing in popularity?

In 2004,the movie company that produced The Bourne Supremacy used advertising,personal selling,public relations,and sales promotion to communicate with its target audience for the movie.The movie production company's _____ was composed of its plan on how to use these tools.

Within the communication process for a car dealer ad,which of the following would be an example of noise?

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.

All promotions are designed to either inform,persuade,or remind the target audience.

A person buying a Valentine's Day gift for his significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for her mail carrier.

USA cable television uses radio,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

When Mona saw the features available on Singer sewing machine Dee had received for her birthday,Mona immediately knew she wanted to own one just like it some day.According to the AIDA concept,Mona entered the _____ stage.

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

When Lee Apparel introduced Lee Dungarees,it carefully coordinated posters,radio and television commercials,and a Web-based interactive game that drove customers to off-line stores and back to the Web site.All of these elements produced a consistent,unified,customer-focused message.Lee Apparel used:

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.As Frigo Design plans its promotion for its new chalkboard panels,which of the following factors will be likely to affect its promotional mix?

In terms of the AIDA concept,sales promotion is most effective at creating:

_____ is any form of sponsor-identified,paid mass communication.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters

Exam 14: Integrated Marketing Communications

Why is the concept of integrated marketing communications (IMC)growing in popularity?

In 2004,the movie company that produced The Bourne Supremacy used advertising,personal selling,public relations,and sales promotion to communicate with its target audience for the movie.The movie production company's _____ was composed of its plan on how to use these tools.

Within the communication process for a car dealer ad,which of the following would be an example of noise?

Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.

A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.

All promotions are designed to either inform,persuade,or remind the target audience.

A person buying a Valentine's Day gift for his significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for her mail carrier.

USA cable television uses radio,television,magazine,and newspaper advertising to inform television viewers about new episodes of Monk,a popular television series.USA uses _____ communication.

When Mona saw the features available on Singer sewing machine Dee had received for her birthday,Mona immediately knew she wanted to own one just like it some day.According to the AIDA concept,Mona entered the _____ stage.

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

Frigo Design has developed easy-to-install panel sets to update any refrigerator,dishwasher,or compactor made since 1942.As Frigo Design plans its promotion for its new chalkboard panels,which of the following factors will be likely to affect its promotional mix?

In terms of the AIDA concept,sales promotion is most effective at creating:

_____ is any form of sponsor-identified,paid mass communication.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters