69 free test bank for integrated marketing communications 4th edition

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69 Free Test Bank for Integrated Marketing

Communications 4th Edition

by Chitty Multiple Choice Questions - Page 1

.An example of ingredient branding is when

1 A.you buy a Qantas flight ticket with an American Express credit card

2 B.you buy petrol and groceries at the same retail outlet

3 C.ink is placed in a Bic pen

4 D.Nicole Kidman advertises Chanel

5 E.Dell computers have a sticker on them saying ‘Intel Inside’

.A(n) is the key idea that encapsulates what a brand

is intended to stand for in its target market’s mind

1 A.advertising platform

2 B.positioning statement

3 C.mission statement

4 D.advertising objective

5 E.vision

.Making brand-level marketing communications decisions include making

1 A.fundamental decisions and implementation decisions

2 B.evaluation decisions and financial decisions

3 C.short-term decisions and long-term decisions

4 D.fundamental decisions and subsequent decisions

5 E.None of the answers supplied for this question are correct

.IMC requires that all of a brand’s communication media

1 A.deliver consistent messages

2 B.reach the same audience

3 C.utilise in-store displays

4 D.seek long-term objectives

5 E.All of the answers supplied for this question are correct

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.Marketing communications implementation decisions include

1 A.mixing elements, creating messages, selecting media and establishing momentum

2 B.creating messages, planning media and evaluating responses

3 C.designing advertisements, pre-testing advertisements and evaluating responses to advertisements

4 D.mixing elements, creating messages, selecting media and evaluating responses

5 E.none of the answers supplied for this question are correct

.When two brands enter into an agreement that has the potential to enhance the brand equity and profitability of both brands, this is known as

1 A.dual branding

2 B.dominant branding

3 C.equitable branding

4 D.co-branding

5 E.twin branding

.The goal of IMC is to

1 A.increase brand awareness

2 B.affect the behaviour of the targeted audience

3 C.learn how to outsell the competition

4 D.lower production costs

.The notion that all elements of the marketing mix must be

coordinated and that all must speak with one voice is called

1 A.micromarketing

2 B.integrated marketing communications

3 C.the marketing concept

4 D.the promotion concept

5 E.the single-voice theory of communications

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.IMC

1 A.is limited to the use of mass media

2 B.starts with identifying the major competitors

3 C.strives to achieve synergy

4 D.has the main objective of increasing brand awareness

.Advertising

1 A.is a form of person-to-person communication

2 B.consists of all marketing activities that attempt to stimulate quick buyer action

3 C.consists of all marketing activities that attempt to stimulate immediate sales

of a product

4 D.often assumes the form of news items

5 E.involves direct communication that is pinpointed to each B2B customer or ultimate consumer

.The marketing mix for a brand consists of

1 A.product

2 B.price

3 C.promotion

4 D.place

.The most important requirement for successful co-branding is that the brands possess

1 A.a common budget

2 B.a common manufacturing base

3 C.a common fit

4 D.a common country of origin

.Using different forms of marketing communications,

communications’ basic objective is to

1 A.facilitate the successful introduction of new brands

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2 B.improve corporate relations with special interest groups

3 C.create good publicity

4 D.increase customer loyalty

.Products that are high in quality and represent good value

potentially possess high

1 A.brand availability

2 B.brand equity

3 C.brand personality

4 D.All of the answers supplied for this question are correct

.Initially, the marketing communication program involves making

1 A.fundamental decisions and budgeting decisions

2 B.fundamental decisions and implementation decisions

3 C.implementation decisions and evaluation decisions

4 D.financial decisions and evaluation decisions

.The adoption of IMC necessitates

1 A.increased faith in mass media advertising

2 B.decreased reliance on highly targeted communication methods

3 C.greater demands imposed on communication suppliers

4 D.decreased efforts to assess communications’ return on investment

.Some brands have such an exceptional that they deserve to be known as ‘world-class’ brands

1 A.brand equity

2 B.design

3 C.innovation

4 D.market share

5 E.shareholders

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.The practice of promoting the interests of a company and its

brands by associating with a specific event is known as

1 A.sales promotion

2 B.publicity

3 C.point-of-purchase communications

4 D.advertising

5 E.sponsorship marketing

.The TOMA model represents

1 A.too many advertisements

2 B.top-of-mind awareness

3 C.top model appreciation

4 D.towards money allocation

.The basic dimension of brand equity is

1 A.brand image

2 B.brand associations

3 C.brand personality

4 D.brand awareness

.A is a name, term, sign, symbol or design, or a combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

1 A.brand

2 B.market

3 C.tradename

4 D.trademark

5 E.guarantee

.IMC starts with profiling the

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1 A.manufacturer

2 B.wholesaler

3 C.retailer

4 D.customer

5 E.competitors

.An implicit characteristic of IMC is the building of relationships with customers Which of the following features is not a characteristic of relationship building?

1 A.repeat purchases

2 B.huge acquisition costs

3 C.enduring links between a brand and consumers

4 D.customer loyalty

.Fundamental marketing communication decisions include

1 A.positioning, mixing elements, budgeting and setting objectives

2 B.targeting, budgeting, evaluating and planning

3 C.positioning, evaluating, planning and forecasting

4 D.positioning, targeting, setting objectives and budgeting

.According to the brand awareness pyramid, consumers begin by being

1 A.aware of the brand

2 B.true to the brand

3 C.unaware of the brand

4 D.not sure of the brand

5 E.skeptical of the brand

.When a brand has strong, favourable and unique associations in consumers’ minds, this is an example of

1 A.brand equity

2 B.brand personality

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3 C.brand dimensions

4 D.brand associations

5 E.brand value

.A form of person-to-person communication would be

1 A.advertising

2 B.sales promotion

3 C.personal selling

4 D.promotion

.For the firms that market them, brands play a key role in

1 A.achieving economies of scale by producing a brand in mass quantity

2 B.creating barriers to entry for competitors who want to introduce their own brands

3 C.providing a key means for differentiating one company’s offering from competitive brands

4 D.enabling a manufacturer to gain leverage vis-á-vis retailers and other marketing intermediaries

.The goal of establishing successful relationships between

customers and brands is to generate

1 A.customer loyalty

2 B.increased revenues

3 C.synergy

4 D.brand equity

.In general, the single-voice, or synergy, principle involves selecting

a specific for a brand

1 A.positioning statement

2 B.marketing mix

3 C.pricing strategy

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4 D.advertising budget

.The process whereby thoughts are conveyed and meaning is

shared between individuals or between organisations and

individuals is known as

1 A.communication

2 B.marketing

3 C.personal selling

4 D.exchanging

5 E.promotion

.Sales promotions are designed to

1 A.create brand awareness

2 B.influence customer attitudes

3 C.stimulate immediate sales of a product

4 D.reduce manufacturing costs

.According to Keller, brand knowledge comprises

1 A.brand equity and brand image

2 B.brand equity and brand communications

3 C.brand awareness and brand image

4 D.brand awareness and brand loyalty

5 E.brand awareness and brand advertising

.According to the brand awareness pyramid, top-of-mind awareness (TOMA) comes directly after consumers

1 A.recognise the brand

2 B.buy the brand

3 C.recall the brand

4 D.trial the brand

.According to Keller, brand awareness comprises

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1 A.brand knowledge and brand experience

2 B.brand recognition and brand recall

3 C.brand knowledge and brand recall

4 D.brand equity and brand knowledge

69 Free Test Bank for Integrated Marketing

Communications 4th Edition by Chitty Multiple Choice Questions - Page 2

.It is important that all the elements of the marketing communication mix are integrated to achieve an organisation’s marketing

communication objectives and to enhance the organisation’s

1 A.market share

2 B.return on investments

3 C.brand equity

4 D.shareholders’ value

5 E.marketing mix

.The objective of marketing communications is to enhance brand equity as a means of

1 A.defining the marketing mix

2 B.increasing consumer brand loyalty

3 C.increasing short-term sales

4 D.reducing the advertising budget

5 E.reducing the promotional budget

. allows marketing communicators to deliver

messages more precisely and to prevent wasted coverage to

people falling outside the intended audience

1 A.Segmenting

2 B.Setting objectives

3 C.Positioning

4 D.Targeting

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5 E.Momentum

.Before consumers recognise the brand they must

1 A.be aware of the brand

2 B.buy the brand

3 C.recommend the brand

4 D.go to the shopping mall

.The following events have been influential in changing marketing communication practices:

1 A.increased reliance on billboard advertising

2 B.decreased usage of highly targeted communication methods

3 C.greater competitive environment in luxury goods

4 D.increased efforts to invest in brand’s recall strategies

.Fundamental marketing communications decisions are

, while implementation decisions are

1 A.conceptual; strategic

2 B.conceptual; practical

3 C.practical; tactical

4 D.tactical; conceptual

5 E.practical; conceptual

.The new Myer Visa card is an example of

1 A.ingredient branding

2 B.personality branding

3 C.retail branding

4 D.co-branding

5 E.services branding

.The term or concept ‘media’ applies to which marketing

communications tool?

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1 A.advertising

2 B.public relations

3 C.promotions

4 D.personal selling

5 E.all of these choices

.A marketing communication objective is

1 A.to improve market share

2 B.to reward shareholders

3 C.to expand the sales force

4 D.to make the brand the envy of the market place

.Key features of IMC include

1 A.profiling the target market and using the relevant media

2 B.achieving communication synergy

3 C.building customer relationships

4 D.influencing the target market’s behaviour

.The word refers to an object’s force or speed of movement

1 A.drive

2 B.push

3 C.momentum

4 D.force

5 E.pull

.An example of co-branding is when

1 A.you buy a Qantas flight ticket with an American Express credit card

2 B.you buy petrol and groceries at the same retail outlet

3 C.ink is placed in a Bic pen

4 D.Nicole Kidman wears Chanel

.Brand meaning can be leveraged by

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1 A.employees

2 B.endorsers

3 C.alliances

4 D.All of the answers supplied for this question are correct

.Database marketing is an integral part of direct marketing because

it provides companies with information that allows them to profile their customers and to

1 A.establish long-term relationships

2 B.expand their market share

3 C.increase add-on sales

4 D.set their advertising budget

5 E.lower production costs

.World-class brands possess high brand equity because they are well known and possess strong and favourable in consumers’ minds

1 A.consumer products

2 B.brand association

3 C.service provision

4 D.brand personality

5 E.market share

.Anne is asked by a market researcher to tell him the particular thoughts and feelings she has about UWS libraries A particular thought or feeling that comes to Anne’s mind is known as a(n)

1 A.brand dimension

2 B.cognition

3 C.brand link

4 D.association

5 E.think–feel linkage

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.Which of the following is a source by which brand meaning can be leveraged?

1 A.other brands

2 B.places

3 C.things

4 D.people

5 E.All of the answers provided for this question are correct

.Systematic decision making requires the message content in

advertisements or promotions, on packages or at events to be predicated on the brand’s strategy

1 A.IMC

2 B.marketing

3 C.objective

4 D.budgeting

5 E.positioning

.A brand’s represents the key feature, benefit, or image that it stands for in the target audience’s collective mind

1 A.equity

2 B.image

3 C.position

4 D.name

5 E.trademark

.When the NutraSweet logo is included on the packaging of brands such as Diet Coke, this is an example of

1 A.ingredient branding

2 B.co-operative branding

3 C.brand equity

4 D.brand endorsements

.The trend over the last two decades has been to spend

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