Integrated Marketing Communications - 56 Answers

Integrated Advertising, Promotion, and Marketing Communications Integrated Marketing Communications 1) In the communications model, the sender is: A) the company seeking to sell a product. B) a television set. C) the consumer viewing an ad on the internet. D) a consumer ignoring an ad in a newspaper. Answer: A 2) When Sean shops for an automobile, which are the senders in the communication process? A) Honda and Toyota B) NBC and CSPAN C) The New York Times and the Chicago Sun Times D) A website and social media Answer: A 3) In the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in: A) encoding. B) transmission. C) decoding. D) noise or clutter. Answer: A 4) In the communication process, encoding is: A) a sales pitch recited by a salesperson. B) the database manager finding a statistical oddity. C) a social media network. D) a purchase decision by a consumer. Answer: A 5) In the communication process, the items that carry the message from the sender to the receiver are: A) encoding processes. B) decoding processes. C) transmission devices. D) feedback devices. Answer: C 6) A consumer sees a billboard while driving. The billboard is a(n): A) encoding device. B) decoding device. C) transmission device. D) form of feedback. Answer: C 7) When a message is being heard or seen by a consumer, what is taking place? A) Encoding B) Transmission C) Decoding D) Feedback Answer: C 8) A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place? A) Encoding B) Transmission C) Decoding D) Feedback Answer: C 9) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model? A) Sender B) Decoder C) Receiver D) Object Answer: C 10) Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a communications model, these individuals are: A) senders. B) decoders. C) receivers. D) subjects. Answer: C 11) Noise is: A) anything which carries a message from a sender to a receiver. B) changing a message to match the specific needs of a target audience. C) a verbal or nonverbal cue delivered by the sender. D) anything that distorts or disrupts a message. Answer: D 12) Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of: A) feedback disruption. B) noise. C) encoding design. D) a contact point. Answer: B 13) The key to using social media successfully is: A) making it compatible with the off-line marketing program. B) identifying the heavy users of the product. C) finding the right Facebook fans. D) using Facebook and Twitter to send separate messages. Answer: A 14) While browsing the internet, a consumer encounters a new pop-up ad every time a page is opened. This is an example of: A) advertising effectiveness. B) perceptual distortion. C) clutter. D) brand parity. Answer: C 15) The following are examples of communication noise except: A) driving while listening to the radio. B) scanning the newspaper for articles to read. C) scrolling past internet ads without looking at them. D) examining an advertisement in a magazine. Answer: D 16) Which is an example of feedback in a marketing channel? A) New product development B) A customer complaint C) A decision to begin international operations D) Removing a product from the market Answer: B 17) Julie is explaining an integrated marketing communications program to Michael. In this situation: A) Julie is a sender and Michael is an encoder. B) Julie is a receiver and Michael is using a transmission device. C) Julie is a sender and Michael is a receiver. D) Julie is a transmission device and Michael is a decoder. Answer: C 18) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE 19) When an individual creating an advertisement takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE 20) The process of creating television commercials, print ads, and retail coupons are examples of encoding. Answer: TRUE 21) Televisions carrying advertisements are examples of decoding in the communication process. Answer: FALSE 22) When a customer examines a magazine ad, decoding takes place. Answer: TRUE 23) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process. Answer: FALSE 24) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process. Answer: TRUE 25) The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter. Answer: TRUE 26) Describe Lean Cuisine's "Frozen: How Fresh Stays Fresh" campaign using the elements of the communications model. Answer: The Lean Cuisine brand and the company's advertising agency are the senders. Encoding takes place in advertisements and other messages that are sent out. Television, the internet, and magazines are the transmission devices. Consumers decode the messages as receivers. Feedback includes entering the contest, requesting free samples, complaining about the approach, and buying the product. 27) Describe the components of the communications model. Answer: The sender is the person(s) attempting to deliver a message or idea. Encoding is creating verbal and nonverbal cues that the sender uses to dispatch a message. A transmission device is any item that carries the message from the sender to the receiver. Decoding takes place when the receiver employs any set of his or her senses to capture the message. The receiver is the intended audience for a message. 28) What are the steps involved in creating an integrated marketing communications plan? Answer: The steps are to start with a current situational analysis, followed by a SWOT analysis, setting marketing objectives, designating a target market, developing marketing strategies and the marketing tactics to obtain them, followed by implementation and evaluation. 29) 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: A) the marketing plan. B) the marketing mix. C) integrated marketing communications. D) marketing strategy. Answer: C 30) Integrated marketing communications affects each of the following except: A) business-to-business market. B) marketing channel. C) internally directed communications. D) competitors' advertising. Answer: D 31) In the marketing mix, where does integrated marketing communications belong? A) Pricing decisions B) Product design C) Promotion D) Distribution Answer: C 32) The marketing mix consists of the product, the price, distribution, and: A) emotions. B) promotions. C) delivery systems. D) services. Answer: B 33) Traditionally, promotions included each of the following except: A) advertising. B) product design. C) personal selling. D) sales promotions. Answer: B 34) The first step in IMC planning is: A) current situational analysis. B) SWOT analysis. C) developing marketing strategies. D) defining primary marketing objectives. Answer: A 35) In the IMC planning process, marketing objectives are paired with an understanding of: A) the SWOT analysis. B) key target markets. C) marketing strategies. D) the implementation process. Answer: B 36) Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step of an IMC plan? A) SWOT analysis B) Defining primary marketing objectives C) Developing marketing strategies D) Developing marketing tactics Answer: C 37) An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function. Answer: TRUE Difficulty: Moderate 38) In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs. Answer: TRUE 39) Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities. Answer: FALSE 40) Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach. Answer: TRUE 41) In an IMC plan, the current situational analysis process involves examination of the firm's ongoing market situation. Answer: TRUE 42) In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan. Answer: FALSE 43) What are the components of the marketing mix and the promotional activities? Answer: The components of the marketing mix are: product, price, promotion, and distribution. Promotional activities include: advertising, personal selling, sales promotions, direct marketing, sponsorship marketing, e-active marketing, alternative marketing, and public relations. 44) Define integrated marketing communications. What makes it different from traditional promotion programs? Answer: IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program. IMC maximizes the impact on consumers and other end-users at minimal cost, it also affects all of the firm's business-tobusiness, customer-focused, and internally-oriented communications. IMC is different because it is a more sweeping or strategic approach to marketing communications, designed to incorporate the entire company into the program. 45) Marketing account executives are facing increasing pressures related to: A) accountability. B) affordability. C) accessibility. D) applicability. Answer: A 46) 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: A) marketing myopia. B) standardization. C) adaptation. D) accountability. Answer: D 47) The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to: A) digital and alternative communication venues. B) pull marketing strategies. C) integrated marketing communication firms. D) their own marketing departments instead of advertising agencies. Answer: A 48) Current trends affecting marketing communications include each of the following except: A) explosion of digital media. B) emphasis on push marketing strategies. C) emphasis on accountability and measurable outcomes. D) integration of media platforms. Answer: B 49) The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to: A) digital and alternative communication venues. B) pull marketing strategies. C) integrated marketing communication firms. D) their own marketing departments instead of advertising agencies. Answer: A 50) Each of the following are trends impacting the use of integrated advertising and marketing communications except: A) explosion of digital media. B) increases in perceptions of brand power. C) changes in channel power. D) increase in global competition. Answer: B 51) Each of the following is a trend impacting the use of integrated advertising and marketing communications except: A) emphasis on customer engagement. B) increases in perception of brand parity. C) increase in channel power by manufacturers. D) integration of media platforms. Answer: C 52) Kraft Foods cut traditional advertising dollars and shifted the money to digital media. This illustrates the emerging trend of: A) emphasis on customer engagement. B) increases in perception of brand parity. C) explosion of digital media. D) integration of media platforms. Answer: C 53) The reasons why integrated marketing communication works includes each of the following, except: A) it streamlines workflow. B) it connects with multiple audiences. C) it creates new products. D) it unifies the company's marketing strategy. Answer: C 54) Digital marketing seeks to: A) reach consumers when they are not busy. B) replace television as the primary method of advertising. C) create experiences with a brand rather than mere purchases with little or no emotion. D) decrease the level of brand parity through interactive advertising. Answer: C 55) In terms of integration of media platforms, looking at two or more screens simultaneously to access content that is not related is: A) content grazing. B) investigative spider-webbing. C) social spider-webbing. D) quantum journey. Answer: A 56) John is watching a baseball game and accesses the internet to look up stats for one of the players. In terms of integration of media platforms this illustrates: A) content grazing. B) investigative spider-webbing. C) social spider-webbing. D) quantum journey. Answer: B