Question 1

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

Accepted Answer

A)  buzz marketing 
B)  experiential marketing 
C)  integrated marketing communication 
D)  word-of-mouth marketing 
E)  database marketing

Question 2

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

Accepted Answer

A)  determine the desired response 
B)  collect feedback 
C)  choose the media through which to send a message 
D)  identify potential distractions 
E)  design a message

Question 3

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

Accepted Answer

A)  sourcing 
B)  messaging 
C)  acknowledging 
D)  decoding 
E)  encoding

Question 4

The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

Accepted Answer

A) True 
 B)False

Question 5

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

Accepted Answer

A)  Gigi Hadid 
B)  Ladies' Home Journal 
C)  readers who redeem the $2-off coupon 
D)  Maybelline 
E)  the target market to which Gigi Hadid appeals

Question 6

________ refers to the process of putting thought into symbolic form.

Accepted Answer

A)  Sending 
B)  Encoding 
C)  Decoding 
D)  Receiving 
E)  Feedback

Question 7

The integrated marketing concept ties together all of the company's messages and images.

Accepted Answer

A) True 
 B)False

Question 8

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.

Accepted Answer

A)  manufacturing processes are becoming more efficient 
B)  distribution of products worldwide is more feasible and cost-effective 
C)  segmenting and targeting of consumers are more detailed than ever before 
D)  digital technologies are changing the ways companies and customers communicate 
E)  retailing is more competitive with more sources of products available for consumers

Question 9

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  direct and digital marketing 
E)  advertising

Question 10

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?

Accepted Answer

A)  public relations 
B)  personal selling 
C)  direct marketing 
D)  strategic planning 
E)  sales promotion

Question 11

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.

Accepted Answer

A)  sales promotion 
B)  direct marketing 
C)  a push strategy 
D)  a pull strategy 
E)  a vertical diversification strategy

Question 12

Discuss the affordable method of setting the total budget for advertising.

Accepted Answer

The answer of Discuss the affordable method of setting the...

Question 13

While using integrated marketing communications, the communications process should start with a(n) ________.

Accepted Answer

A)  advertising strategy 
B)  competitive-parity analysis 
C)  long-term public relations plan 
D)  audit of all potential customer touch points 
E)  strategy for implementing a social media presence

Question 14

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.

Accepted Answer

A)  word-of-mouth influence 
B)  public relations 
C)  buzz marketing 
D)  a push strategy 
E)  a pull strategy

Question 15

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Accepted Answer

A)  Sales promotion 
B)  Indirect marketing 
C)  Buzz marketing 
D)  Stealth marketing 
E)  Public relations

Question 16

Moral appeals ________.

Accepted Answer

A)  relate to the audience's self-interest by showing that the product will produce the desired benefits 
B)  attempt to stir up either negative or positive emotions that can motivate purchase 
C)  range from love, joy, and humor to fear and guilt 
D)  are directed to an audience's sense of what is "right" and "proper" 
E)  are based on the idea that practical benefits are more important for consumers than emotions

Question 17

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

Accepted Answer

A)  noise 
B)  encoding 
C)  feedback 
D)  response 
E)  decoding

Question 18

In the communication process, what is noise and what is its significance?

Accepted Answer

The answer of In the communication process, what is noise...

Question 19

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

Accepted Answer

A)  rational 
B)  structural 
C)  emotional 
D)  moral 
E)  standard

Question 20

The affordable method of setting advertising budgets more frequently results in overspending, rather than in underspending.

Accepted Answer

A) True 
 B)False

Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.

________ refers to the process of putting thought into symbolic form.

The integrated marketing concept ties together all of the company's messages and images.

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.

Discuss the affordable method of setting the total budget for advertising.

While using integrated marketing communications, the communications process should start with a(n) ________.

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Moral appeals ________.

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.

In the communication process, what is noise and what is its significance?

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

The affordable method of setting advertising budgets more frequently results in overspending, rather than in underspending.