Huff - Marketing 2 - Chapter 1 TEST study set

True or False? In IMC planning, marketing strategies guide the day-by- day activities of the marketing plan.

False

True or False? Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite.

False

True or False? Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.

False

True or False? Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

False

True or False? 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.

False

When a message is being heard or seen by a consumer, what is taking place? A) Encoding B) Transmission C) Decoding D) Feedback

C) Decoding

When Bill 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

A) Honda and Toyota

Buying online from Amazon.com rather than a brick-and- mortar store is an example of: A) a power shift to the consumer. B) a power shift to the producer. C) a decline in the effectiveness of mass media. D) a new form of wholesaling.

A) a power shift to the consumer.

A brand's website, store display, and advertisements are examples of: A) contact points. B) marketing plans. C) promotional programs. D) marketing objectives.

A) contact points

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.

A) content grazing.

In terms of 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.

A) encoding.

Brand parity is the: A) perception that there are no real differences between major brands. B) feeling that most advertising is false. C) belief that all advertisers say essentially the same thing. D) idea that brands are distinct and easy to identify.

A) perception that there are no real differences between major brands.

In terms of a 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.

A) the company seeking to sell a product.

Because retailers control shelf purchase and have access to purchase data, retailers determine: A) what products and brands are placed on stores shelves. B) what marketing tools manufacturers use. C) who has the power in the distribution channel. D) what products manufacturers produce.

A) what products and brands are placed on stores shelves.

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

B) A customer complaint

Current trends affecting marketing communications include all 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.

B) emphasis on push marketing strategies.

The competitive environment is now more: A) local. B) global. C) concentrated. D) regionalized.

B) global.

All 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.

B) increases in perceptions of brand power.

Kwan 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.

B) noise.

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

C) Decoding

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.

C) Julie is a sender and Michael is a receiver.

The person reading a magazine advertisement plays which role in the communications model? A) Sender B) Decoder C) Receiver D) Object

C) Receiver

While browsing the internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of: A) advertising effectiveness. B) perceptual distortion. C) clutter. D) brand parity.

C) clutter.

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.

C) create experiences with a brand rather than mere purchases with little or no emotion.

Kraft Foods has 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.

C) explosion of digital media.

All of the following are trends 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.

C) increase in channel power by manufacturers.

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.

C) integrated marketing communications.

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.

C) transmission device.

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.

C) transmission devices.

A contact point is: A) the place where a marketer reaches the production team. B) the place where the product is packaged or sold. C) a description of the effects of an advertisement. D) a place where consumers interact with a company.

D) a place where consumers interact with a company.

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.

D) anything that distorts or disrupts a message.

DeMarcus buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of: A) a poor quality IMC program. B) standardization. C) marketing integration. D) brand parity.

D) brand parity.

Integrated marketing communications affects all of the following except: A) business-to- business market. B) marketing channel. C) internally directed communications. D) competitors' advertising.

D) competitors' advertising.

All of 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.

D) examining an advertisement in a magazine.

Many marketing experts feel the advancement of the internet and information technology has caused a shift in channel power: A) from producers to wholesalers. B) away from manufacturers. C) from retailers to wholesalers. D) to consumers.

D) to consumers.

True or False? An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.

True

True or False? Forces that impact the field of marketing communication are the emergence of social media and the internet.

True

True or False? In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

True

True or False? 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.

True

True or False? Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.

True

True or False? Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

True

True or False? The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

True

True or False? The process of creating television commercials, print ads, and retail coupons are examples of encoding.

True