60 test bank for advertising promotion and other aspects of integrated marketing communications 8th

60 Test Bank for Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition by Shimp Mutiple Choice Questions - Page 1 Which of the following could be a b

60 Test Bank for Advertising Promotion and Other

Aspects of Integrated Marketing Communications 8th Edition by Shimp Mutiple Choice Questions - Page 1

Which of the following could be a brand?

1 a.product

2 b.service

3 c.retail outlet

4 d.person

5 e.All of these could be a brand

A key characteristic of IMC is the building of relationships with

customers Which of the following is NOT a benefit of building

relationships?

1 a.repeat purchases

2 b.loyalty toward a brand

3 c.enduring links between a brand and its customers

4 d.greater profitability

5 e.huge acquisition costs

Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?

1 a.touch point

2 b.contact

3 c.intersection

4 d.touch point and contact

5 e.touch point, contact, and intersection

The ultimate goal of integrated marketing communications is to

1 a.increase brand awareness

2 b.affect the behavior of the targeted audience

3 c.learn how to outsell the competition

4 d.lower production costs

5 e.All of these are correct

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

1 a.synergy

2 b.duplicity

3 c.multiplicity

4 d.redundancy

5 e.repetition

Today, consumers are not only passive receivers of marcom

messages, but are often active participants in the marcom process due to

1 a.economic advances

2 b.technological developments

3 c.increases in the use of sales promotion

4 d.changes in demographics

5 e.expansion of advertising agency services

The marketing mix for a brand consists of

1 a.product

2 b.price

3 c.promotion

4 d.place

5 e.All of these are correct

The context (or medium used) influences the that the

message has

1 a.impact

2 b.reach

3 c.frequency

4 d.integration

5 e.touch points

A key feature of IMC is that the process should

1 a.use an “inside-out” approach

2 b.be restricted to only one or a select number of communication media

3 c.use the same media to reach all target audiences to improve efficiency

4 d.start with the customer or prospect and then work back to the brand

communicator in determining the most appropriate messages and media

5 e.utilize the same communication media over time

Current marketing philosophy holds that is absolutely

imperative for success

1 a.direct marketing

2 b.e-mail

3 c.coupons

4 d.integration

5 e.assessment

Brand managers should turn to alternative means of marcom as the option of first choice rather than automatically defaulting to

1 a.sales promotion

2 b.personal selling

3 c.point-of-purchase advertising

4 d.event marketing

5 e.mass media advertising

Which of the following has NOT been a reason for the reluctance to change from a single-function, specialist model to an IMC model?

1 a.no way to assess the effectiveness of integration

2 b.managerial parochialism

3 c.fear that change might lead to possible budget cutbacks in their areas of control

4 d.reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations

5 e.fear of reduction in authority and power

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of

1 a.media advertising

2 b.promotions

3 c.place advertising

4 d.point-of-purchase advertising

5 e.public relations

is the philosophy and practice of carefully coordinating a

brand’s sundry marketing communications elements

1 a.Interactive marketing

2 b.Branding

3 c.Synergistic marketing communications

4 d.Synergistic marketing

5 e.Integrated marketing communications

The idea that “context matters,” and that not all touch points are equally effective, has been termed by marcom practitioners

1 a.synergy

2 b.media mix

3 c.awareness generation

4 d.engagement

5 e.contact

Marketing communications is used by which type of organization?

1 a.business-to-business organizations

2 b.consumer marketing organizations

3 c.not-for-profit organizations

4 d.None of these are correct

5 e.All of these are correct

Which of the following statements is true regarding the adoption of IMC?

1 a.Novice managers are more likely than experienced managers to practice IMC

2 b.Firms involved in marketing services rather than products are more likely to have adopted IMC

3 c.Business-to-business firms are more likely to adopt IMC than business-to-consumer firms

4 d.Less sophisticated firms are likely adherents to IMC

5 e.All of these are true regarding the adoption of IMC

Milo is employed by a manufacturer of consumer packaged goods products His job entails the planning, creation, integration, and implementation of diverse forms of marcom, such as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a brand’s targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior Milo

is performing

1 a.integrated marketing (IM)

2 b.marketing communications (marcom)

3 c.integrated marketing communications (IMC)

4 d.promotion marketing (PM)

5 e.integrated promotion management (IPM)

Which of the following is NOT a key feature of IMC?

1 a.The customer represents the starting point for all marketing communications activities

2 b.Brand managers and their agencies should be amenable to using various marketing communication tools

3 c.Multiple messages must speak with a single voice

4 d.The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand

5 e.Build relationships

The idea of surrounding the customer or prospect with a brand’s marcom messages, or that a brand’s touch points should be

everywhere the target audience is, is known as:

1 a.consumer-oriented marketing

2 b.the media-neutral approach

3 c.360-degree branding

4 d.the rotation principle

5 e.event marketing

Which approach will best serve the customers’ information needs and motivate them to purchase the brand?

1 a.inside-out

2 b.outside-in

3 c.top-down

4 d.bottom-up

5 e.combination

The marketing manager for Carver Products, Inc asked her

research staff to identify all of the points of contact that consumers are likely to have with Carver’s products The marketing manager would most likely use this information in designing a(n)

1 a.point-of-purchase display

2 b.board of director’s report

3 c.integrated marketing communications program

4 d.marketing research survey

5 e.slice-of-life television commercial

Which term is preferred by most marketing practitioners to refer to the collection of advertising, sales promotions, public relations, event marketing, and other communication devices?

1 a.marketing promotion

2 b.promotion

3 c.sales promotion

4 d.marketing communications

5 e.integrated marketing communications

Frequency, loyalty, or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to

1 a.speak with one voice

2 b.create synergy

3 c.build customer/brand relationships

4 d.start with the customer/prospect

5 e.reach consumers who cannot be reached through traditional mass media

What does the phrase, “speak with a single voice,” mean?

1 a.Carefully select those tools that are most appropriate for the

communications objective at hand

2 b.Reach the target audience efficiently and effectively using whatever touch points are most appropriate

3 c.Successful marketing communications requires building relationships

between brands and their consumers/customers

4 d.All marketing communication elements should use the same endorser so that consumers do not get confused

5 e.Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action

Which of the following is NOT a form of media advertising?

1 a.television

2 b.radio

3 c.magazines

4 d.sales promotions

5 e.newspapers

Which of the following encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels?

1 a.positioning statement

2 b.contact point

3 c.relationship statement

4 d.creative brief

5 e.creative platform

Karen is attempting to put into words the key idea that encapsulates what her company’s brand is intended to stand for in its target

market’s mind Karen is writing a

1 a.relationship statement

2 b.creative brief

3 c.positioning statement

4 d.contact brief

5 e.touch point

The fact that it costs five to 10 times more to land a new customer than to keep a current customer has been compared to a(n)

1 a.clogged drain

2 b.leaky bucket

3 c.sand castle

4 d.ice sculpture

5 e.bee hive

Which of the following terms serves as a summary means for

describing all forms of marketing focus?

1 a.product

2 b.brand

3 c.communication

4 d.promotion

5 e.integration

60 Free Test Bank for Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition by Shimp Mutiple Choice Questions - Page 2

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

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

The decision regarding how to allocate resources between the marcom elements has been described as an “ill-structured”

problem What does this mean?

1 a.There is no solution to the problem

2 b.It is difficult to define the problem

3 c.There is no way of determining the mathematical optimum allocation among marcom elements

4 d.There are solutions, but they are not acceptable

5 e.There is no way to measure whether the solution chosen was the correct one

Which of the following is NOT a change in marketing

communication practices?

1 a.increased reliance on outside suppliers, or specialized services

2 b.reduced dependence on mass media advertising

3 c.increased reliance on highly targeted communication methods

4 d.heightened demands on suppliers

5 e.increased efforts to assess communications’ return on investment

John is a subunit manager at a large consumer packaged goods manufacturer Every year, he submits a budget request to the vice president of marketing, who coordinates the various requests and then submits an overall budget to top management for approval This is an example of budgeting

1 a.top-down

2 b.bottom-up

3 c.top-down/bottom-up

4 d.bottom-up/top-down

5 e.combination

Program evaluation is accomplished by

1 a.developing a budget that is based on marcom objectives and includes an optimum balance of advertising and promotion

2 b.measuring the results of marcom efforts against the objectives that were established

3 c.collecting data on consumers’ demographics and lifestyles

4 d.constructing a database of information on the target market, economic conditions, and competitors’ marcom strategies

5 e.comparing budgeted marcom expenditures against share-of-voice

Which of the following is NOT a budgeting method?

1 a.top-down budgeting (TD)

2 b.bottom-up budgeting (BU)

3 c.top-down/bottom-up/top-down process (TDBUTD)

4 d.bottom-up/top-down process (BUTD)

5 e.top-down/bottom-up process (TDBU)

When counseling its clients in selecting appropriate marcom tools, McCann Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom program is designed to accomplish and then identify the best way to allocate the marketer’s budget What is this approach known as?

1 a.inside-out

2 b.bottom-up

3 c.media-neutral

4 d.media-centric

5 e.goal oriented

For a given level of expenditure, there is no way of determining the mathematical optimum allocation between advertising and

promotion because

1 a.advertising and promotions are somewhat interchangeable

2 b.advertising and promotions produce a synergistic effect

3 c.advertising is appropriate for early stages of the product life cycle, and promotion is more appropriate during later stages

4 d.they are somewhat interchangeable and produce a synergistic effect

5 e.None of these answers are correct

Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year

Which implementation decision is Allison making?

1 a.mixing elements

2 b.creating messages

3 c.selecting media

4 d.establishing momentum

5 e.targeting

Which of the following is NOT a communications outcome

measure?

1 a.purchase intentions

2 b.brand awareness

3 c.message comprehension

4 d.attitude toward the brand

5 e.All of these are measures of communication outcomes

One way relationships between brands and customers are nurtured

is by creating brand experiences that make positive and lasting impressions This is done by creating special events or developing exciting venues that attempt to

1 a.appeal to consumers’ demographic characteristics

2 b.reposition products or services by connecting with consumers’ functional needs

3 c.generate increased sales to current customers

4 d.develop new target markets

5 e.build the sensation that the brand is relevant to the consumer’s lifestyle

Fundamental decisions in the brand-level marcom decision process are , and implementation decisions are

1 a.tactical; strategic

2 b.strategic; tactical

3 c.long-term; short-term

4 d.short-term; long-term

5 e.practical; conceptual

The ultimate objective of IMC is to

1 a.start with the customer or prospect

2 b.move people to action

3 c.carefully select those tools that are most appropriate for the communications objective at hand

4 d.use as many communications outlets as possible to reach the target

audience

5 e.speak with a single voice

Which of the following is a fundamental decision in the brand-level marcom decision process?

1 a.targeting

2 b.positioning

3 c.setting objectives

4 d.budgeting

5 e.All of these are fundamental decisions

Harvey is a brand manager for a national brand of soft drinks He is making the implementation decisions in the marcom decision

process, and he wants a marcom tool that is most capable of

directly affecting consumer behavior Which tool should he use?

1 a.advertising

2 b.sales promotion

3 c.publicity

4 d.events

5 e.point-of-purchase display

Over the past two decades, the trend has moved toward greater expenditures on

1 a.advertising

2 b.public relations

3 c.personal selling

4 d.promotions

5 e.point-of-purchase displays

All marketing communications should be

1 a.directed to a particular target market

2 b.clearly positioned

3 c.created to achieve a specific objective

4 d.undertaken to accomplish the objective within budget constraints

5 e.All of these answers are correct

A satisfactory mixture of advertising and promotion expenditures can be formulated by considering the different purposes of each A key strategic consideration is whether

1 a.short- or long-term goals are more important

2 b.the budget would allow for the relatively larger expense of advertising

3 c.the organization has the expertise in its current staff to develop successful promotions

4 d.the majority of the target market is price sensitive

5 e.use of sales promotion is necessary given current economic conditions

Which of the following is an example of a communication outcome?

1 a.increase sales to grocery stores by 10 percent

2 b.increase total sales by 15 percent

3 c.maintain existing sales levels in Japan

4 d.increase brand awareness by 15 percent

5 e.increase sales in Mexico by 15 percent

What is the greatest obstacle to implementing integrated marketing communications?

1 a.There is a lack of interest in IMC by top management

2 b.The cost for implementing an IMC program is difficult to justify

3 c.Little can be gained by coordinating the various marketing communications elements