Chapter 12 integrated marketing communications PDF

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NewQuesti MC Title All of the following trends have driven the transition from mass communications to integrat QuestionTeAll of the following trends have driven the transition from mass communications to integrat Points 1 Difficulty 1 Option 100 A larger focus on developing a "one size fits all" approach for communications ac Option 0 A larger focus on data-based marketing versus general-focus advertising and mar Option 0 A larger focus on performance-based compensation within organizations. Option 0 A larger focus on accountability in advertising. NewQuesti MC Title The primary driver behind an integrated marketing communications (IMC) strategy is to QuestionTeThe primary driver behind an integrated marketing communications (IMC) strategy is to Points 1 Difficulty 1 Option 100 to create a seamless experience for consumers across different aspects of the m Option 0 to create a one-way feed for consumers via one communication channel. Option 0 to create a one-way conversation conversation between marketers and consume Option 0 to broadcast the same products and brand value propositions to consumers with NewQuesti MC Title By inputting and perceiving an advertiser's television commercial, consumers are using the p QuestionTeBy inputting and perceiving an advertiser's television commercial, consumers are using the p Points 1 Difficulty 1 Option 100 perception. Option 0 influence. Option 0 reception. Option 0 persuasion. NewQuesti MC Title Which of the following is considered an input subsystem that allows consumers to receive m QuestionTeWhich of the following is considered an input subsystem that allows consumers to receive m Points 1 Difficulty 1 Option 100 Taste Option 0 Age Option 0 Genetics Option 0 Culture NewQuesti MC Title Which of the following does NOT help brands maximize their marketing communications eff QuestionTeWhich of the following does NOT help brands maximize their marketing communications eff Points 1 Difficulty 1 Option 100 Focusing on consumer purchasing cycles Option 0 Understanding seasonal trends

Option Option

0 Spending advertising dollars on big television networks 0 Studying consumer usage patterns

NewQuesti MC Title After deciding on the brands that appeal most to them, consumers then move to the stage i QuestionTeAfter deciding on the brands that appeal most to them, consumers then move to the stage i Points 1 Difficulty 1 Option 100 compare the products to the number of alternatives in their evoked set. Option 0 choose which promotional messages they will expose themselves to. Option 0 choose to selectively listen to and remember messages that are more meaningfu Option 0 compare the products using personal, commercial, and public sources of informa NewQuesti MC Title An ad for a kitchen and bathroom disinfectant touts the added benefit of Clorox bleach, whi QuestionTeAn ad for a kitchen and bathroom disinfectant touts the added benefit of Clorox bleach, whi Points 1 Difficulty 1 Option 100 Desire Option 0 Interest Option 0 Action Option 0 Awareness NewQuesti MC Title The “I―in AIDA represents the QuestionTeThe “I―in AIDA represents the Points 1 Difficulty 1 Option 100 advertiser's ability to successfully demonstrate the advantages and benefits o Option 0 advertiser's ability to convince consumers that the product or service will satisfy Option 0 advertiser's ability to attract consumer attention or awareness. Option 0 advertiser's ability to get consumers to purchase a product or service. NewQuesti MC Title Which of the following is NOT a promotional subcategory? QuestionTeWhich of the following is NOT a promotional subcategory? Points 1 Difficulty 1 Option 100 Product marketing Option 0 Advertising Option 0 Direct marketing Option 0 Sales promotion NewQuesti MC Title A marketing director at a manufacturing company plans to organize a conference that brings QuestionTeA marketing director at a manufacturing company plans to organize a conference that brings Points 1

Difficulty Option Option Option Option

1 100 0 0 0

Public relations Industry endorsements Personal selling Direct mailers

NewQuesti MC Title The different types of marketing communications an organization uses is known as which of QuestionTeThe different types of marketing communications an organization uses is known as which of Points 1 Difficulty 1 Option 100 promotion Option 0 media mix Option 0 pull strategy Option 0 push strategy NewQuesti MC Title Fill in the blank: ____ is an approach marketers use through promotions to show why their b QuestionTeFill in the blank: ____ is an approach marketers use through promotions to show why their b Points 1 Difficulty 1 Option 100 differentiation Option 0 branding Option 0 packaging Option 0 positioning NewQuesti MC Title A food manufacturer produces boxed baking goods. However, it shares shelf space with seve QuestionTeA food manufacturer produces boxed baking goods. However, it shares shelf space with seve Points 1 Difficulty 1 Option 100 using captivating and clever messaging. Option 0 using bright and attractive displays. Option 0 placing and arranging products strategically on store floors. Option 0 incorporating easily recognizable colors in packaging. NewQuesti MC Title During the sales process, prospects are usually labeled as QuestionTeDuring the sales process, prospects are usually labeled as Points 1 Difficulty 1 Option 100 leads. Option 0 contacts. Option 0 opportunities. Option 0 customers. NewQuesti MC

Title Which of the following best describes the purpose of a unique selling proposition? QuestionTeWhich of the following best describes the purpose of a unique selling proposition? Points 1 Difficulty 1 Option 100 Entering markets where there is greater potential to build brand equity and reco Option 0 Nurturing relationships with and guiding prospects further along the buying proc Option 0 Supplying marketing analysis to support sales efforts. Option 0 Converting leads and contacts into business opportunities. NewQuesti MC Title All of the following tactics can be used to incentivize consumers to participate in product tria QuestionTeAll of the following tactics can be used to incentivize consumers to participate in product tria Points 1 Difficulty 1 Option 100 Monthly newsletter Option 0 Free shipping & handling Option 0 Discounted subscription Option 0 Future coupons NewQuesti MC Title Why have marketers found personality traits of target customers to be difficult to apply in m QuestionTeWhy have marketers found personality traits of target customers to be difficult to apply in m Points 1 Difficulty 1 Option 100 Lack of metrics for mentally healthy consumers Option 0 Difficulty in defining motives in consumer research Option 0 Lack of attention given to understanding consumer behavior Option 0 Difficulty in engaging consumers in goal-directed, problem-solving behavior NewQuesti MC Title For there to be a demand for products and services, there must be QuestionTeFor there to be a demand for products and services, there must be Points 1 Difficulty 1 Option 100 consumer need and motivation. Option 0 consumer need and action. Option 0 consumer interest and motivation. Option 0 consumer interest and opinion. NewQuesti MC Title Combining several products or services into one "package" and offering them at a single pric QuestionTeCombining several products or services into one "package" and offering them at a single pric Points 1 Difficulty 1 Option 100 Product bundling Option 0 Loyalty programs Option 0 Cross-selling

Option

0 Cross Promotions

NewQuesti MC Title Advertising ___. QuestionTeAdvertising ___. Points 1 Difficulty 1 Option 100 involves paying to disseminate a message that identifies a good or service or an o Option 0 is another word for marketing. Option 0 is the process of selling goods or services to consumers. Option 0 All of the answers. NewQuesti MC Title Meredith, an account executive at a large ad agency, has been tasked to put together a med QuestionTeMeredith, an account executive at a large ad agency, has been tasked to put together a med Points 1 Difficulty 1 Option 100 Evaluate how the client's messaging and target audiences relate to different type Option 0 Evaluate how the client's product differs from its competition Option 0 Develop the client's Unique Selling Position Option 0 Develop the client's character statement for its target group or audience NewQuesti MC Title The step in the personal selling process where salespeople find and identify buyers who are QuestionTeThe step in the personal selling process where salespeople find and identify buyers who are Points 1 Difficulty 1 Option 100 prospecting. Option 0 pre-approach. Option 0 need assessment. Option 0 gaining commitment. NewQuesti MC Title Fill in the blank: ____ consists of other types of promotions that are not included in another QuestionTeFill in the blank: ____ consists of other types of promotions that are not included in another Points 1 Difficulty 1 Option 100 sales promotions Option 0 advertising Option 0 direct marketing Option 0 personal selling Option 0 public relations and publicity NewQuesti MC Title All of the following are distribution techniques for consumer coupons EXCEPT QuestionTeAll of the following are distribution techniques for consumer coupons EXCEPT Points 1

Difficulty Option Option Option Option

1 100 0 0 0

lipstickboards. free-standing inserts. rebates. neckers.

NewQuesti MC Title Sales promotion is a marketing function that is used to achieve which of the following? QuestionTeSales promotion is a marketing function that is used to achieve which of the following? Points 1 Difficulty 1 Option 100 Improve product availability Option 0 Improve product functionality Option 0 Improve product sales Option 0 Improve advertising effectiveness NewQuesti MC Title Fill in the blank: __________ helps improve and promote an organization's image and produ QuestionTeFill in the blank: __________ helps improve and promote an organization's image and produ Points 1 Difficulty 1 Option 100 public relations and publicity Option 0 advertising Option 0 direct marketing Option 0 personal selling Option 0 sales promotion NewQuesti MC Title Which of the following is important to public relations as part of the marketing process? QuestionTeWhich of the following is important to public relations as part of the marketing process? Points 1 Difficulty 1 Option 100 Retaining as well as creating goodwill. Option 0 precisely describing the publics that may be concerned with the behavior of the Option 0 Planning the communication activities of the campaign. Option 0 All of the answers Option 0 None of the answers NewQuesti MC Title Which of the following is NOT a core element of public relations? QuestionTeWhich of the following is NOT a core element of public relations? Points 1 Difficulty 1 Option 100 PR is a spontaneous activity. Option 0 PR creates and retains goodwill. Option 0 PR takes credit for positive actions. Option 0 PR effectively communicates varying viewpoints to specific target markets.

NewQuesti MC Title Spin within public relations can be best described as QuestionTeSpin within public relations can be best described as Points 1 Difficulty 1 Option 100 coloring truth by selectively presenting facts that support a desired position and Option 0 constructing a consistent and specific story to eliminate contradictory or confusi Option 0 destroying or discrediting individuals and organizations using dirty secrets, misle Option 0 developing several distinct but complementary messages for multiple stakeholde NewQuesti MC Title Social media used as a marketing tool provides useful and valuable measurable data on whic QuestionTeSocial media used as a marketing tool provides useful and valuable measurable data on whic Points 1 Difficulty 1 Option 100 All of these answers. Option 0 Customer interactions Option 0 Customer feedback Option 0 Customer buying habits NewQuesti MC Title A prestige beauty company wants to publish online beauty tips for its customers. Which of t QuestionTeA prestige beauty company wants to publish online beauty tips for its customers. Which of t Points 1 Difficulty 1 Option 100 Blogs Option 0 Viral videos Option 0 QR codes Option 0 Social networking sites NewQuesti MC Title One of the biggest benefits of direct marketing is that QuestionTeOne of the biggest benefits of direct marketing is that Points 1 Difficulty 1 Option 100 it allows marketers to collect reliable sales data and quantifiable success metrics Option 0 it allows marketers to message to numerous consumers simultaneously. Option 0 it allows marketers to increase retail efforts in "brick and mortar" retail stores. Option 0 it allows marketers to easily reach customers via print and electronic mediums. NewQuesti MC Title Which of the following differentiates direct marketing from mass marketing tactics? QuestionTeWhich of the following differentiates direct marketing from mass marketing tactics? Points 1 Difficulty 1 Option 100 Direct marketing seeks to build customer relationships with individual members

Option Option Option

0 Direct marketing attracts numerous competitors by developing products for nich 0 Direct marketing provides a multi-billion dollar business for advertising. 0 Direct marketing employs tools such as TV and radio to sell products to target au

NewQuesti MC Title Fill in the blank: _____ involves delivering personalized promotional materials directly to ind QuestionTeFill in the blank: _____ involves delivering personalized promotional materials directly to ind Points 1 Difficulty 1 Option 100 direct marketing Option 0 advertising Option 0 personal selling Option 0 public relations and publicity Option 0 sales promotion NewQuesti MC Title Direct response advertising includes which of the following? Choose one answer. QuestionTeDirect response advertising includes which of the following? Choose one answer. Points 1 Difficulty 1 Option 100 An offer and a call to action Option 0 Advertising and catalogs Option 0 PR and damage control Option 0 A personalized message Option 0 A sales promotion NewQuesti MC Title Fill in the blank. Telemarketing is an example of ________________. Choose one answer. QuestionTeFill in the blank. Telemarketing is an example of ________________. Choose one answer. Points 1 Difficulty 1 Option 100 Direct marketing Option 0 Advertising Option 0 PR Option 0 Personal selling Option 0 A sales promotion NewQuesti MC Title What promotional mix objective is predicated on a product having the competitive edge? QuestionTeWhat promotional mix objective is predicated on a product having the competitive edge? Points 1 Difficulty 1 Option 100 Differentiation. Option 0 Demand optomization. Option 0 Consumer Knowledge. Option 0 Supply.

NewQuesti MC Title Fill in the blank. The different types of marketing communications an organization uses com QuestionTeFill in the blank. The different types of marketing communications an organization uses com Points 1 Difficulty 1 Option 100 Promotional mix Option 0 Personal selling Option 0 Advertising Option 0 Publicity Option 0 Direct marketing NewQuesti MC Title In what stage of the product life cycle does the marketing team emphasize promotion and in QuestionTeIn what stage of the product life cycle does the marketing team emphasize promotion and in Points 1 Difficulty 1 Option 100 introduction Option 0 product development Option 0 growth Option 0 maturity Option 0 decline NewQuesti MC Title In what stage of the product life cycle does a good or service get tested for viability? QuestionTeIn what stage of the product life cycle does a good or service get tested for viability? Points 1 Difficulty 1 Option 100 product development Option 0 introduction Option 0 growth Option 0 maturity Option 0 decline NewQuesti MC Title In what stage of the product life cycle does the good or service experience acceptance by co QuestionTeIn what stage of the product life cycle does the good or service experience acceptance by co Points 1 Difficulty 1 Option 100 growth Option 0 product development Option 0 introduction Option 0 maturity Option 0 decline NewQuesti MC Title At what stage of a product's life cycle is competition the heaviest? QuestionTeAt what stage of a product's life cycle is competition the heaviest?

Points Difficulty Option Option Option Option

1 1 100 0 0 0

Decline. Growth. Introduction Maturity.

NewQuesti MC Title At what stage, in a product's life cycle, does a company make the most profit? QuestionTeAt what stage, in a product's life cycle, does a company make the most profit? Points 1 Difficulty 1 Option 100 Maturity. Option 0 Growth. Option 0 Introduction. Option 0 Decline. NewQuesti MC Title In what stage of the product life cycle does the good or service experience competitive disad QuestionTeIn what stage of the product life cycle does the good or service experience competitive disad Points 1 Difficulty 1 Option 100 decline Option 0 product development Option 0 introduction Option 0 growth Option 0 maturity NewQuesti MC Title In what stage of the product life cycle does the good or service experience serious competit QuestionTeIn what stage of the product life cycle does the good or service experience serious competit Points 1 Difficulty 1 Option 100 maturity Option 0 product development Option 0 introduction Option 0 growth Option 0 decline NewQuesti MC Title If a company selects a promotional mix based upon a target market that buys "green," the c QuestionTeIf a company selects a promotional mix based upon a target market that buys "green," the c Points 1 Difficulty 1 Option 100 Psychographic. Option 0 Behavioral. Option 0 Product Related.

Option

0 Demographic.

NewQuesti MC Title A target market characteristic that focuses on repeat business is ________. QuestionTeA target market characteristic that focuses on repeat business is ________. Points 1 Difficulty 1 Option 100 Behavioral. Option 0 Geographic. Option 0 Demographic. Option 0 Psychographic NewQuesti MC Title What product characteristics impact the selection of a promotional mix? QuestionTeWhat product characteristics impact the selection of a promotional mix? Points 1 Difficulty 1 Option 100 All of these answers. Option 0 Price and features. Option 0 Improvements made to an existing product. Option 0 How the product fulfills the needs of the target consumer group. NewQuesti MC Title Why does consumer buying behavior differ from business buying behavior? QuestionTeWhy does consumer buying behavior differ from business buying behavior? Points 1 Difficulty 1 Option 100 Because each goes through a different thought process before they buy. Option 0 Because businesses always buy items with the best terms. Option 0 Because consumers buy at the lowest price. Option 0 There is no difference, they both buy based upon product features. NewQuesti MC Title Which of the following best describes the rationale for the amount of funds available relativ QuestionTeWhich of the following best describes the rationale for the amount of funds available relativ Points 1 Difficulty 1 Option 100 The advertising that will connect with targeted market and if the product is new Option 0 The cost of the product being sold so that marketing costs can be easily recoupe Option 0 The amount of money lost on past product launches. Option 0 If there will be a mix of trade and consumer promotions included in the marketin NewQuesti MC Title Goodyear Tire is a well known and highly respected brand. What marketing strategy are the QuestionTeGoodyear Tire is a well known and highly respected brand. What marketing strategy are the Points 1 Difficulty 1

Option Option Option Option

100 0 0 0

A pull strategy because they have developed a powerful and recognizable brand A push strategy because retailers will need to stock product in large quantities. A consumer promotion strategy aimed at the end user. A trade promotion strategy involving retailers.

NewQuesti MC Title The strategy that focuses on creating demand for a product among consumers so that bus...