Chapter 13 practice exam (marketing) PDF

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Chapter 13—Integrated Marketing Communications MULTIPLE CHOICE 1. What is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response? a. publicity b. perceptual communication c. promotion d. distributive communica...

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Chapter 13—Integrated Marketing Communications MULTIPLE CHOICE 1. What is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response? a. publicity b. perceptual communication c. promotion d. distributive communication ANS: C OBJ: 1

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 406

2. Tyler is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. What is Tyler developing? a. a set of promotion goals b. a promotional strategy c. a communication mix d. a marketing mix ANS: B OBJ: 1

PTS: 1 DIF: Definition BLM: Higher order

REF: p. 406

3. In 2004, the movie company that produced The Bourne Supremacy used advertising, personal selling, public relations, and sales promotion to communicate with its target audience for the movie. What was composed of the movie production company’s plan on how to use these tools? a. its promotional strategy b. its selling plan c. its mass communication mix d. its marketing mix ANS: A OBJ: 1

PTS: 1 DIF: Application BLM: Higher order

REF: p. 406

4. What is the main function of promotion? a. to convince consumers a firm’s products offer competitive advantages over those of its competition b. to find a niche in the marketplace for the firm and its products c. to guarantee control over the length of the stages of the product life cycle d. to provide the firm with research information about the success of its marketing effort ANS: A The function of promotion is to convince target customers that the goods and services offered provide a competitive advantage over the competition. PTS: 1 OBJ: 1

DIF: Comprehension BLM: Higher order

Copyright © 2012 Nelson Education Limited

REF: p. 406

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5. What is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition? a. a unique selling proposition b. a competitive advantage c. a special benefit d. a comparative differentiation ANS: B OBJ: 1

PTS: 1 DIF: Definition BLM: Higher order

REF: p. 406

6. People who love to fish prefer Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for Magic Lures emphasizes how its lures, unlike others, are all handcrafted. What is being described? a. Magic Lures’s competitive advantage b. Magic Lures’s sales promotional theme c. Magic Lures’s one-to-one marketing advantage d. Magic Lures’s marketing differentiator ANS: A A competitive advantage is a set of unique features of a company and its products perceived by the target market as significant and superior to the competition. It is not the result of publicity; it is design and production based. Since this is advertising, the sales promotion theme may or may not agree; there is no indication of IMC. PTS: 1 DIF: Application BLM: Higher order

REF: p. 406

OBJ: 1

7. The maker of Mayfield ice cream simply states, “It is the best you’ve ever tasted.” This is an example of how a product creates which of the following? a. a promotional theme b. a comparative differentiation c. a competitive advantage d. a unique selling proposition ANS: C A competitive advantage is a set of unique product features perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn’t create it by saying it. PTS: 1 DIF: Application BLM: Higher order

REF: p. 406

OBJ: 1

8. What does the promotional mix consist of? a. advertising, personal selling, sales promotion, and public relations b. advertising, publicity, direct marketing, and personal selling c. public relations, direct marketing, personal selling, and publicity d. advertising, telemarketing, public relations, and sales promotions ANS: A OBJ: 4

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PTS: 1 BLM: Remember

DIF: Definition

REF: p. 414

Copyright © 2012 Nelson Education Limited

9. The four major promotional tools are known collectively as which of the following? a. the publicity four b. the promotional mix c. the advertising campaign d. the communication model ANS: B OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 414

10. What is any form of sponsor-identified, paid mass communication? a. publicity b. promotion c. public relations d. advertising ANS: D OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 414

11. A local exterminator uses the image of a large dead cockroach to communicate its service. The pictures of the dead insect appear on transit boards throughout the community. What is this a form of? a. publicity b. public relations c. sales promotion d. advertising ANS: D Advertising is a form of sponsor-paid, one-way mass communication. PTS: 1 DIF: Application BLM: Higher order

REF: p. 414

OBJ: 4

12. According to the text, which of the following statements about advertising is true? a. The cost per contact in advertising is low. b. The total costs of advertising are typically low. c. The signs on the outsides of buses and taxis are not a form of advertising. d. Advertising is any form of communication in which the sponsor is identified. ANS: A The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media is used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors. PTS: 1 OBJ: 4

DIF: Comprehension BLM: Higher order

Copyright © 2012 Nelson Education Limited

REF: p. 414

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13. What is the marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding? a. advertising b. sales promotion c. personal selling d. public relations ANS: D OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 416

14. In 2004, Montreal once again hosted the Peachtree Road Race, a running event that attracts many world-calibre racers. This year, after numerous requests from Quebecers, the race officials sanctioned a race conducted in Iraq so that soldiers from the province would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree was an example of which of the following? a. strategic product promotions and resulting sales b. a target marketing strategy c. sales promotion efforts d. a public relations strategy and resulting publicity ANS: D The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting. PTS: 1 DIF: Application BLM: Higher order

REF: p. 416

OBJ: 4

15. What is public information about a company, good, or service appearing in the mass media as a news item? a. publicity b. sales promotion c. mass communications d. advertising ANS: A OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 416

16. Which of the following BEST describes publicity? a. It is free communication. b. It has many internal costs to the company associated with it. c. It will never damage a company because it performs the information task of promotion. d. It has to be purchased from the mass media. ANS: B A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive. PTS: 1 OBJ: 4

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DIF: Comprehension BLM: Higher order

REF: p. 416

Copyright © 2012 Nelson Education Limited

17. According to the text, which statement regarding spam is true? a. Tough criminal legislation in the United States has been effective in curbing spam. b. Spam is an acronym for Specific Program Algorithm Mail c. Approximately 37 percent of email that is received by Canadians is spam. d. Canada currently has no anti-spam laws. ANS: D REF: p. 411

PTS: 1 OBJ: 2

DIF: Comprehension BLM: Higher order

18. According to the text, which of the following statements about sales promotions is true? a. All sales promotions must be aimed outside the organization. b. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. c. Public relations cannot effectively be used with sales promotions. d. Marketers view sales promotions as more effective when they are created as long-term stimulation tools. ANS: B Sales promotions can be used to improve the effectiveness of advertising and public relations activities. Sales promotions are most effective as short-term tools. Sales promotions are commonly directed at the organization’s employees as well as to consumers and dealers. PTS: 1 OBJ: 4

DIF: Comprehension BLM: Higher order

REF: p. 416

19. Which of the following consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows? a. sponsorship b. sales promotion c. advertising d. publicity ANS: B OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 416

20. A 35-cents-off coupon for Campbell’s chicken broth is a form of which of the following? a. publicity b. sales promotion c. public relations d. personal selling ANS: B OBJ: 4

PTS: 1 DIF: Application BLM: Higher order

Copyright © 2012 Nelson Education Limited

REF: p. 416

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21. Frank’s RedHot hot sauce created a “Sing the Blues” contest. Participants were asked to write original lyrics about Frank’s RedHot sauce set to their favourite tune and submit their songs to the manufacturer. The writer of the winning song received a free all-expense paid trip to a House of Blues. What is this an example of? a. a sales promotion b. advertising c. a public relations activity d. personal selling ANS: A Sales promotion includes marketing activities, such as contests. PTS: 1 DIF: Application BLM: Higher order

REF: p. 416

OBJ: 4

22. Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other? a. mass communication b. implicit communication c. synergistic communication d. personal selling ANS: D OBJ: 4

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 416

23. Java Jacket is a company that designs and prints ads on the paper sleeves that go around hot coffee cups sold in coffee shops. To find clients to advertise on the sleeves, the company sent a representative to companies such as Warner Brothers, eBay.com, and The Wall Street Journal to tell them how their ads on sleeves would give them inexpensive exposure to a large number of potential customers. How can Java Jacket’s activities best be described? a. as mass communication b. as personal selling c. as public relations d. as implicit communication ANS: B Personal selling incorporates planned, face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales. PTS: 1 DIF: Application BLM: Higher order

REF: p. 416

OBJ: 4

24. What is the process by which we exchange or share meanings through a common set of symbols? a. advertising b. communication c. publicity d. feedback ANS: B OBJ: 2

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PTS: 1 BLM: Remember

DIF: Definition

REF: p. 407

Copyright © 2012 Nelson Education Limited

25. What is interpersonal communication? a. long-distance communication between a business and its target market b. direct communication between two or more people c. nonpaid information such as publicity d. paid communication placed in personal media ANS: B OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 407

26. What are the two major categories of communications? a. informative and persuasive b. direct and indirect c. mass and interpersonal d. verbal and nonverbal ANS: C OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 407

27. What is the term for communication to large audiences, usually through a medium such as television or a newspaper? a. mass communication b. referential communication c. public communication d. interpersonal communication ANS: A OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 407

28. Shaw Cable television uses radio, television, magazine, and newspaper advertising to inform television viewers about new episodes of Restaurant Makeover, a popular television series. What kind of communication is Shaw using? a. public b. factual c. mass d. referential ANS: C OBJ: 2

PTS: 1 DIF: Application BLM: Higher order

REF: p. 407

29. Which of the following would a firm using mass communication NOT experience? a. inability to know exactly who is receiving the message b. clutter from competitors’ messages c. great expense on a per-person-exposed basis d. inability to assess customer reactions to the promotion immediately ANS: C Mass media reach so many people that even though the initial investment is large, cost per person is small. PTS: 1 OBJ: 2

DIF: Comprehension BLM: Higher order

Copyright © 2012 Nelson Education Limited

REF: p. 407

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30. What does the communication process itself consist of? a. sender, receiver, and message b. encoding, decoding, channel, sender, and receiver c. comprehension, noise, and feedback d. source, receiver, and channel ANS: B See Exhibit 13.2. PTS: 1 BLM: Remember

DIF: Definition

REF: p. 408-409

OBJ: 2

31. Who is the originator of the message in the communication process? a. the receiver b. the encoder c. the sender d. the communicator ANS: C OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 408

32. Procter & Gamble spent $25 million on its “Locks in the Spills” promotion campaign for Bounty paper towels. What role did Procter & Gamble play in the communication process? a. channeller of the message b. sender of the message c. decoder of the message d. communicator of the message ANS: B The sender is the originator of the message in the communication process. PTS: 1 DIF: Application BLM: Higher order

REF: p. 408

OBJ: 2

33. The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, what is Meridian? a. a noise filter b. a receiver c. a sender d. a decoder ANS: C OBJ: 2

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PTS: 1 DIF: Application BLM: Higher order

REF: p. 408

Copyright © 2012 Nelson Education Limited

34. The maker of Frank’s RedHot sauce spent $25,000 to create an ad targeted to consumers in the southern Ontario market. Because it created the ad itself and used no ad agency, what did Frank’s RedHot sauce engage in? a. receiving b. encoding c. decoding d. creating noise ANS: B OBJ: 2

PTS: 1 DIF: Application BLM: Higher order

REF: p. 408

35. Which of the following is the conversion of the sender’s ideas and thoughts into a message? a. encoding b. development c. envelopment d. decoding ANS: A OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 408

36. What is encoding? a. conversion of the sender’s ideas and thoughts into a message b. creation of the original ideas and thoughts of the message c. deciphering and understanding of a message d. receipt and comprehension of the message ANS: A OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 408

37. Procter & Gamble hired an advertising agency to create a $25 million campaign for Bounty paper towels. The ad agency created a “Locks in the Spills” message for Bounty ads. What was the ad agency? a. the channeller of the message b. the encoder of the message c. the sender of the message d. the receiver of the message ANS: B Encoding is the conversion of the sender’s ideas and thoughts into a message. PTS: 1 DIF: Application BLM: Higher order

Copyright © 2012 Nelson Education Limited

REF: p. 408

OBJ: 2

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38. What is a channel in communication? a. someone who places advertising into media b. any communication medium c. usually an ad agency or public relations firm d. the only source of noise ANS: B A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 OBJ: 2

DIF: Comprehension BLM: Higher order

REF: p. 409

39. Campbell’s soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as which of the following for transmitting the message? a. encoders b. channels c. decoders d. senders ANS: B A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 DIF: Application BLM: Higher order

REF: p. 409

OBJ: 2

40. Which of the following is anything that interferes with, distorts, or slows the transmission of information? a. feedback b. nonpaid communication c. noise d. static ANS: C OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 409

41. Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with seeing where the police car went that she totally missed seeing the mall’s billboard. In terms of the communication process, what did the police car act as? a. media interruptus b. noise c. negative feedback d. static ANS: B Noise is anything that interferes with, distorts, or slows the transmission of information. PTS: 1 DIF: Application BLM: Higher order 13-10

REF: p. 409

OBJ: 2

Copyright © 2012 Nelson Education Limited

42. Veterinarian Richard Dixon places his service’s advertising messages on outdoor signs and in the Yellow Pages. These communications are directed at the person who will decode the message. What is that person called? a. the encoder b. the sender c. the receiver d. the communicator ANS: C Customers are the receivers who decode the message. PTS: 1 DIF: Application BLM: Higher order

REF: p. 408

OBJ: 2

43. Which of the following is the interpretation of the language and symbols sent by the source through a channel? a. perceiving communication b. encoding c. channelling d. decoding ANS: D OBJ: 2

PTS: 1 BLM: Remember

DIF: Definition

REF: p. 409

44. What do the most successful global marketing managers realize? a. It is imperative that every message be completely customized to each subculture. b. Translation and possible miscommunication of promotional messages can occur. c. Consumers’ cultural environments play a large role in the communication process and affect decoding. d. Any message can be considered uniform by easily translating the message into all other languages. ANS: B REF: p. 410

PTS: 1 OBJ: 3