Integrated marketing communications quizzes

Mango services is developing goals for their promotional program to make them through the next three years. They plan to create awareness of image & further define the attitudes & preferences of their current & potential customer base. Mango services is writing? (chap 1)

Communication objectives

a(n)----- refers to the manner in which an advertising idea is turned into a message & presented to consumers? (chap 9)

Creative sequence

Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 & 22 who are currently in high school or college & active in sports. Enliven is using which types of segmentation? (chap 2)

Demographic & psychographic

Reflective enterprises is working with productivity marketing to create separate strategies for several of their consumer segments. This approach is called? (chap 2)

Differentiated marketing

Environmental movies just released a documentary on the impact of dying coral reefs on clownfish. Childhood fans of popular animated clownfish, now grown & environmentally conscious millennials, & genz-ers inundated social media mentions, online reviews & spurred media coverage creating greater interest in the film, extending the films time in the theater. Environmental movies benefited from? (chap 1)

Earned media

As a result of —---, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates & accrue the advantages of advertising several products jointly? (chap 7)

Economies of scale

Which of the following is not one of the four best known approaches for developing a major selling idea? (chap 8)

Engaging in a dialogue

Before beginning its new advertising campaign, capital bank conducted a study to determine its clients levels of awareness & knowledge of the bank & its services, as well as their perceptions of the banks image. This was done to? (chap 7)

Establish benchmark measures

Information from ads presented in broadcast media is? (chap 6)

Externally paced

—--is type of paid placement designed to fit seamlessly into the content that surrounds it. The design, content, & writing style of this ad format mirrors that unpaid content around it, giving the user the impression that it really belongs? (chap 9)

Native advertising

Aino, a leading automaker, broadcasts a commercial during moral decree, a tv program that is viewed by eight million viewers. Which of the following types of communication is occurring in this scenario? (chap 5)

Nonpersonal

Yummy soups, a vegetable soup manufacturing company, uses coupons & sweepstakes to promote its soups. This practice reflects an application of? (chap 4)

Operant conditioning

An advertiser whose message is placed in the middle of five consecutive commercials during a program break faces the problem of? (chap 6)

clutter

which of the following parameters does the formula for the computation of cost per ratings point (CRRP) take into account? (chap 10)

cost of commerical time

magazines use which measure to determine the cost effectiveness of advertisements? (chap 10)

cost per thousand

----- refers to the potential audience that might recieve a message through a media vehicle? (chap 10)

coverage

Advertising appeals that relate to consumers & or psychological needs for purchasing a product or service are known as —--appeals? (chap 9)

emotional

When blueberry designs decided to patent their blueberry color soles, they created a recognizable symbol of their brand. This communication process of creating a message to be received & understood by the consumer is called? (chap 5)

encoding

An ad campaign to convince people to stop driving under the influence of alcohol features of auto accidents caused by drunk drivers, as well as people who have been in such accidents relating their experiences. This campaign is using a —-- appeal? (chap 6)

fear

Many advertising experts consider the most important part of a print ad to be the? (chap 9)

headline

which of the following statements is true of TCPM? (chap 10)

it calculates CPMs based on the target audience

a ---- is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, & other support media? (chap 10)

medium

The marketing team at clear cite industries is interested in reaching consumers who have various lifestyles, so their marketing approach should use —------ segmentation? (chap 2)

psychographic

patrons paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months & during the christmas season when more people are likely to take a vacation. this is an example of ----- scheduling? (chap 10)

pulsing

what index is based on population, effective buying income, & total retail sales? (chap 10)

survey is buying power index

the rating periods during which nielsen measures viewing audiences in every television market as known as? (chap 11)

sweeps

—-advertising is sometimes used to create curiosity & build interest & excitement in a new product or brand by talking about it but not showing it? (chap 9)

teaser

The —- stage of the response process refers to a receivers feelings for a particular brand & includes stronger levels of desire, preference, or conviction? (chap 5)

-Affective -The affective stage of the response process refers to a receivers feelings or affect level (like or dislike) for a particular brand. This stage also includes stronger levels of affect such as desire, preference, or conviction

In the ad agency industry, clients refer to? (chap 3)

-An advertiser or organization that has the product, service, or cause that needs to be marketed -The advertisers, or clients are the key participants in the integrated marketing communications process. They have the products, services, or causes to be marketed, & they provide the funds that pay for advertising & promotions

Lack of long-term objectivity, flexibility, & creativity are a few of the reasons why a company might move away from? (chap 3)

-An in-house agency -Some of the disadvantages of an in-house agency include less flexibility, less objectivity, & lack of access to the top creative talent

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision making process? (chap 4)

-Attitude formation -Attitude formation is the most relevant internal psychological process associated with the alternative evaluation stage. In this stage, the consumer compares the various brands or products & services he or she has identified as being capable of solving the consumption problem & satisfying the needs or motives that initiated the decision process

After purchasing a fancy cut diamond ring for his wife, jason feels dissatisfied with his purchase as he feels that the ring was overpriced & poorly cut. Moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. In this scenario, jason is experiencing? (chap 4)

-Cognitive dissonance -In the above scenario, Jason is experiencing cognitive dissonance. Cognitive dissonance is a feeling of psychological tension or post purchase doubt that a consumer experiences after making a difficult purchase choice. Dissonance is more likely to occur in important decisions where the consumer must choose among close alternatives (especially if the unchosen alternative has unique or desirable features that the selected alternative does not have)

Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television & national magazines to its clients? (chap 3)

-Commission system -Critics of the commission system have long argued that it encourages agencies to recommend high-priced media to their clients to increase their commission level. Still others charge that the system encourages agencies to recommend mass-media advertising & avoid non commissionable integrated marketing communication (IMC) tools such as direct mail, sales promotion, public relations, or event sponsorships unless they are requested by the clients

Which of the following statements best describes the relationship between marketing & communications objectives? (chap 7)

-Communication objectives are derived from marketing objectives -Managers must be able to translate general marketing goals into communication goals & specific promotional objectives. Sometimes companies do not have a formal marketing plan, & the information needed may not be readily available. In this case, the promotional planner must attempt to gather as much information as possible about the product & its market from sources both inside & outside the company

A magazine ad for spotless fabric care detergent states that it cleans stains better than either fauna detergent or neon laundry detergent. Therefore, this ad is an example of? (chap 6)

-Comparative advertising -In the above scenario, spotless fabric care detergent is using comparative advertising. Comparative advertising is the practice of either directly or indirectly naming competitors in an ad & comparing one or more specific attributes

Before setting objectives for advertising & promotion, an organization should? (chap 7)

-Conduct a situation analysis to identify marketing & promotional issues facing the firm -Integrated marketing communications objectives should be based on a thorough situation analysis that identifies the marketing & promotional issues facing the company or a brand. The situation analysis is the foundation on which marketing objectives are determined & the marketing plan is developed

Which of the following is one of the critical components of the creative brief? (chap 8)

-Development of the major selling idea -Two critical components of the brief are the development of the major selling idea & creative strategy development. These two steps are often the responsibility of the creative team or specialist & form the basis of the advertising campaign theme

The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumers? (chap 4)

-Evoked set -The various brands identified as purchase options to be considered during the alterative evaluation process are referred to as the consumers evoked set

Advertisements that focus on the dominant attributes or characteristics of a product or service are making use of —-- appeals? (chap 9)

-Feature -Ads that use a feature appeal focus on the dominant traits of a product or service

—-are the concrete outcomes of product or service usage that are tangible & directly experienced by consumers? (chap 4)

-Functional consequences -Functional consequences are the concrete outcomes of product or service usage that are tangible & directly expierenced by consumers

A brands market position refers to its? (chap 2)

-Image in the mind of the customers -The position of the product, service, or even store is the image that comes to mind & the attributes consumers perceive as related to it

An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way is the —--approach? (chap 8)

-Inherent drama -An approach to determining the major selling idea is finding the inherent drama or characteristic of the product that makes the consumer purchase it. Such advertising is based on a foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits

The s-shaped response function implies that? (chap 7)

-Initial advertising expenditures will have little impact on sales -As per the s-shaped response function, initial outlays of the advertising budget have little impact. After a certain budget level has been reached, advertising & promotional efforts begin to have an effect as additional increments of expenditures result in increased sales

Primary demand advertising is designed to? (chap 1)

-Stimulate demand for a general product class or entire industry -Primary-demand advertising is designed to stimulate demand for the general product class or entire industry. Primary-demand advertising is often used as part of a promotional strategy to help a new product gain market acceptance, since the challenge is to sell customers on the product concept as much as to sell a particular brand

Peter owns several rental apartments. Initially, he used several appliance brands in his apartments & was dissatisfied with their short life span. Currently, peter purchases appliances only from insignia inc. a manufacturer of home appliances for his apartments. His repeat purchases indicate? (chap 4)

-Strong brand loyalty -In the above scenario, peters repeat purchases indicate strong brand loyalty. Brand loyalty is a preference for a particular brand that results in its repeated purchase; of course, brand loyalty is not limited to nondurables. Consumers develop loyalties to many types of products & services. Marketers strive to develop & maintain brand loyalty among consumers

Degree of usage as a basis of segmentation is best reflected by? (chap 2)

-The 80-20 rule -Degree of use relates to the fact that a few consumers may buy a disproportionate amount of many products or brands. Industrial marketers refer to the 80-20 rule, meaning 20 percent of their buyers account for 80 percent of their sales volume.

Which of the following statements best defines value? (chap 1)

-The customers perception of all the benefits of a product or service weighed against all the costs of acquiring & consuming it -Value is the customers perception of all the benefits of a product or service weighed against all the costs of acquiring & consuming it

The basic elements that are used to accomplish an organizations marketing communication objectives are referred to as? (chap 1)

-The promotion mix -The basic tools used to accomplish an organizations communication objectives are often referred to as the promotional mix. Traditionally, the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, & personal selling

regal foods corp., a packaged foods manufacturer, wishes to determine the percentage of umber coffee sold in a geographic area as compared to the percentage of the total population in this market. the most appropriate index to use would be? (chap 10)

-brand development index -in the above scenario, a brand development index (BDI) should be used. the BDI helps marketers factor the rate of product usage by geographic area into the decision process. the BDI compares the percentage of a brands total U.S. sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area

flair, a womens magazine, features an ad for elvira watches. flair, being a specific carrier within a medium category is known as a? (chap 10)

-media vehicle -the above scenario is an example of a media vehicle. a media vehicle is a specific carrier within a medium category

refers to the relationship between the price paid for advertising time & the size of the audience delivered & is also used to compare media vehicles? (chap 10)

-relative cost -relative cost refers to the relationship between the price paid for advertising time or space & the size of the audience delivered; it us used to compare media vehicles

Sum company is working on their advertising budget. They are taking advice & applying it to their projections, realizing that money spent on advertising does not line up sales in the same month or even quarter. This lag is called? (chap 7)

A carryover effect

The individual responsible for understanding the advertisers marketing & promotion needs & interpreting them to agency personnel, serving as the link between the ad agency & its clients, is the? (chap 3)

Account executive

In an advertising agency, who among the following is usually responsible for preparing the creative brief? (chap 8)

Account manager

The individual in a large agency who gathers information about a clients consumers & marketplace, working with the client as well as other agency personnel, including the account executives, creative team members, research department personnel, & media specialists, is the? (chap 3)

Account planner

a(n)----- refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause? (chap 9)

Advertising appeal

—- is the ability to generate fresh, unique, & appropriate ideas that can be used as solutions to communications problems? (chap 8)

Advertising creativity

—--is the process that involves conducting research & gathering all relevant information about a clients product or service, brand & consumers in the target audience? (chap 8)

-Account planning -Account planning is a process that involves conducting research & gathering all relevant information about a clients product or service brand & consumers in the target audience. These days many agencies make use of account planning to facilitate the creative process

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs & lower prices, or dominating channels of distribution are ways of? (chap 2)

-Achieving competitive advantage -Ways to achieve a competitive advantage include having quality products that command a premium price, providing superior customer service, having the lowest production costs & lower prices or dominating channels of distribution

CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions & public relations to achieve the long term targets & goals identified by the top management. It also opted for direct marketing on a project to project basis. The assimilation of these various promotional tools is commonly referred to as? (chap 1)

-Integrated marketing communications -In the above scenario, the assimilation of the various promotional tools is referred to as integrated marketing communications. During the 1980s, firms began moving toward the process of integrated marking communications (IMC), which involves coordinating the various promotional elements & other marketing activities that communicate with a firms customers. As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to coordinate the use of variety of promotional tools rather than relying primarily on media advertising

Which of the following statements describes an inherent weakness in the use of the marginal analysis model for establishing an advertising budget? (chap 7)

-It assumes that sales are determined solely by advertising & promotion -Marginal analysis approach assumes that sales are determined solely by advertising & promotion. However, it ignores the fact that environmental factors may also affect the promotional program, leading the marketing manager to assume the advertising was or was not effective when some other factor may have developed or hindered the accomplishment of the desired objectives

A company often uses a centralized organizational system when? (chap 3)

-It does not have many product lines or brands to advertise -A centralized organizational system is often used when companies do not have many different divisions, product or service lines, or brands to advertise. Many companies prefer a centralized advertising department because developing & coordinating advertising programs from one central location facilitates communication regarding the promotions program, making it easier for top management to participate in decision making

With respect to advertising messages, which of the following best defines creative strategy? (chap 8)

-It involves determining what the advertising message will say or communicate -One of the most important components of an integrated marketing communications program is the advertising message. Creative strategy involves determining what the advertising message will say or communicate

Which of the following is true of decoding? (chap 5)

-It is heavily influenced by the receivers experience -Decoding is the process of transforming the sender's message back into thought. The process is heavily influenced by the receivers frame of reference or field of experience, which refers to the experiences, perceptions, attitudes & values he or she brings to the communication situation

Which of the following is a major problem associated with the percentage of sales method? (chap 7)

-It reverses the cause & effect relationship advertising & sales -The percentage of sales method has some serious disadvantages; letting the level of sales determine the amount of advertising & promotions dollars to be spent reverses the cause & effect relationship between advertising & sales

Under —--- conditions, repetition, of simple product claims increased consumers memory of & belief & other items bought without much consideration use a heavy repetition strategy? (chap 5)

-Low involvement -The low involvement hierarchy tends to occur when involvement in a purchase decision is low, there are minimal differences among brand alternatives, & mass-media (especially broadcast) advertising is important

To respond to media fragmentation, marketers are increasing their spending on? (chap 1)

-Micromarketing -To respond to the media fragmentation, marketers are increasing their spending on media that are more targeted & can reach specific market segments. There appears to be no stopping the fragmentation of the consumer market as well as the proliferation of media. The success of marketing communication programs will depend on how well companies make the transition from the fading age of mass marketing to the new era of micromarketing

When a target audience already holds a favorable opinion of a topic, an—--- is most effective? (chap 6)

-One sided message -One sided messages are most effective when the target audience already holds a favorable opinion about a topic. Two sided messages are most effective when the target audience holds an opposing opinion or is highly educated .

Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products. This transference is called a? (chap 6)

-Positive qualitative media effect -A qualitative media effect is the influence a medium has on a message. The image of a media vehicle can affect reactions to a message

When cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the? (chap 6)

-Primary effect -Putting the strong arguments at the beginning to arouse interest from people who are not interested in the message is an application of the primary effect

With —-----, advertising expenditures & promotional efforts are directed toward the ultimate consumer? (chap 2)

-Promotional pull strategies -Promotional pull strategy involves spending money on advertising & sales promotion efforts directed toward the ultimate consumer

Which of the following problems is a manager most likely to face if he uses sales as a measure of advertising effectiveness? (chap 7)

-Sales results offer little guidance or direction to those responsible for planning & developing the advertising program -One problem with sales objectives is that they offer little guidance to those responsible for planning & developing the promotional program. The creative & media people working on the account need some direction as to the nature of the advertising message the company hopes to communicate, the intended audience, & the particular effect or response sought

The notion that a low credibility source may be just as effective as a high credibility source with the passage of time is known as the? (chap 6)

-Sleeper effect -A low credibility source may be as effective as a high credibility source because of the sleeper effect, whereby the persuasiveness of a message increases with the passage of time

Negative thoughts about a spokesperson or organization making a claim are known as? (chap 5)

-Source derogations -One of the most important types of cognitive responses is source derogations, or negative thoughts about a spokesperson or organization making a claim

Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, tia stated, "this painkiller cannot be more effective than mine." in this scenario, tia is expressing? (chap 5)

A counterargument

When a large agency —- uses individuals from each department work together in teams led by an account executive or supervisor to service a particular account? (chap 3)

A group system

In a decentralized system, the —--- is responsible for the total management of the brand, including planning, budgeting, sales & profit performance? (chap 3)

Brand manager

Critics of humorous commercials argue that funny ads? (chap 6)

Distract consumers from a brand & its attributes

Which of the following statements is true about effective communication? (chap 5)

For effective communication, marketers must understand the meanings that consumers attach to words & symbols

Which of the following is true of reminder advertising? (chap 9)

It is used to create top of mind awareness among consumers

When an advertiser uses an ad that emphasizes psychological associations & attempts to wrap the consumers perceptions into a tight concept or symbol, what type of advertising approach is being used? (chap 8)

Image advertising

Which of the following statements explains why an organization would want to use an external advertising agency? (chap 3)

It provides the client with better access to highly skilled individuals

Inroads enterprises has been working with advertising innovators to review competition in various market segments, noting demand trends. They have recognized that their view of the marketplace as one large homogenous group of customers is limiting their growth. Advertising innovators recommends that inroads expand their —--- by tailoring their marketing to meet the needs & demand trends of different market segments? (chap 2)

Market opportunities

All around marketers continues to support abound industries in collecting consumer associations with abound products. They are now inviting consumers to participate in one-on-one, face-to-face meetings where they can speak freely about motives & opinions in an unstructured environments supported by a specific series of questions to stimulate insight. This method of research in marketing is called? (chap 4)

In-depth interviews

Juan goes to a large electronics retailer to get information on an upcoming television purchase. He discusses his purchase with a retail salesperson who is not under the direct control of the television manufacturer. Which of the four basic categories of touch points does the retail salesperson represent? (chap 1)

Intrinsic touch point

Which of the following statements best defines "integrated marketing communications"? (chap 1)

It involves coordinating the various promotional elements & other marketing activities that interact with a firms customers

Which of the following statements best defines "brand equity"? (chap 2)

It is an intangible asset of added value or goodwill that results from the favorable image & or strength of consumer attachment to a company name

Which of the following statements is true of image advertising? (chap 8)

It is often used when competing brands are difficult to differentiate on a functional or performance basis

Transformational advertising can differentiate a product or a service by? (chap 9)

Making the consumption experience more meaningful & enjoyable

When using the competitive parity method of budgeting, the firm? (chap 7)

Matches its percentage of sales expenditures with those of others in the market/industry

Joy is unsure of what her motive is for purchasing a double-stack oven; she just knows she wants one. As a consumer, her motivation may be deep in her subconscious, a motive connected to other experiences. This theory of consumer behavior is referred to as? (chap 4)

Psychoanalytic

In terms of the alternative evaluation stage of the consumer decision making process, how you feel when you wear new shoes, the perception of how others like your new hair style, & how a recent weight-loss makes you feel about yourself are all examples of? (chap 4)

Psychological consequences

An —--- is a special type of two sided message in which a communicator presents both sides of an issue & then disproves an opposing viewpoint? (chap 6)

Refutational appeal

A bright laundry detergent ad showed a baseball team manager removing stains from two dozen uniforms by throwing them in a washer & adding bright detergent. Which of the following advertising execution styles has been illustrated in this scenario? (chap 9)

Slice of life

Superagencies were formed? (chap 3)

So that agencies could provide integrated marketing communications services worldwide

—- refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests & behaviors can be grouped? (chap 4)

Social class

An ad by the minnesota state tourism department that promotes minnesota as a vacation destination is published in life mode magazine. The ad includes a picture of a couple against a scenic backdrop. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message is? (chap 5)

The minnesota state tourism department

Many customers had the perception that venus corporation was simply a hardware, manufacturer, but venus wants customers to see it as a service & technology provider. So, the company engaged in a multi-million dollar campaign to alter its image. In this scenario, venus is? (chap 2)

Using a repositioning strategy

Blueberry designs new activewear line launched with an instagram campaign asking consumers to post photos of themselves wearing blueberry design activewear during workouts, hiking, & other active interests. Organizing an effort for people to recommend the blueberry design brand is an example of? (chap 5)

Viral marketing

Which question is a firm likely to ask during an external analysis? (chap 1)

Who influences the decision to buy our product?