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WorksheetsIntegrated Chapter 1 Review
Total questions: 40
Worksheet time: 13mins
Name
Class
Date
1.
All firms employ marketing communications to one degree or another.
a)
True
b)
False
2.
Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.
a)
True
b)
False
3.
The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place (distribution), price, and promotion—and usually aimed at a target market.
a)
True
b)
False
4.
Marketing communications objectives usually are accomplished sequentially.
a)
True
b)
False
5.
The use of marketing communications is not appropriate for nonprofit organizations.
a)
True
b)
False
6.
Examples of paid media include mobile sites and blogs.
a)
True
b)
False
7.
Unlike advertising, publicity is not paid for by the company.
a)
True
b)
False
8.
Central to the definition of marketing communications is the notion that all marketing mix variables, and not just promotion alone, can communicate with customers.
a)
True
b)
False
9.
Organizations traditionally have handled advertising, sales promotions, mobile advertising, social media, and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools.
a)
True
b)
False
10.
Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand’s marketing mix such that all elements speak with one voice.
a)
True
b)
False
11.
Earned media is also known as “free media.”
a)
True
b)
False
12.
One reason firms have not practiced integrated marketing communications is because outside suppliers, such as advertising agencies, public relations agencies, social media firms, and sales promotion agencies, have tended to specialize in single facets of marketing communications rather than to possess expertise across the board.
a)
True
b)
False
13.
Trade sales promotion includes the use of coupons, premiums, free samples, contests/sweepstakes, and rebates.
a)
True
b)
False
14.
Novice managers are more likely than experienced managers to practice integrated marketing communications.
a)
True
b)
False
15.
By closely integrating multiple communication tools and media, brand managers achieve duplicity, which means multiple communication tools in conjunction with one another can produce greater results than tools used individually and in an uncoordinated fashion.
a)
True
b)
False
16.
The marketing mix for a brand consists of _____.
a)
Product
b)
Place
c)
Price
d)
Promotion
e)
All of these
17.
Marketing communications is used by which type of organization?
a)
business-to-business companies
b)
business-to-consumer companies
c)
non-profit companies
d)
None of these
e)
All of these
18.
Which of the following is NOT a form of media advertising?
a)
Television
b)
Radio
c)
Magazines
d)
Sales promotions
e)
Newspapers
19.
Which of the following refers to the collection of all elements in an organization’s marketing mix that facilitate exchange by establishing shared meaning with its customers?
a)
Marketing promotion
b)
Promotion
c)
Sales Promotion
d)
Marketing communications
e)
Integrated marketing communications
20.
The process whereby commonness of thought is established and meaning is shared between individuals or between organizations and individuals is known as _____.
a)
Promotion
b)
Advertising
c)
Integration
d)
Marketing
e)
Communications
21.
Which of the following is a benefit of both earned and paid media?
a)
Longevity
b)
Cost Efficiency
c)
Transparancy
d)
Versatility
e)
Control
22.
Which of the following statements is true regarding the adoption of integrated marketing communications (IMC)?
a)
Novice managers are more likely than experienced managers to practice IMC.
b)
Firms involved in marketing services rather than products are more likely to practice IMC.
c)
Business-to-business companies are more likely than business-to-consumer companies to practice IMC.
d)
Less sophisticated firms are likely adherents to IMC.
e)
All of these
23.
Which of the following is NOT one of the reasons why organizations have been reluctant to change from a single-function, specialist model to an integrated marketing communications approach?
a)
managerial parochialism
b)
fear that change might lead to budget cutbacks in one’s area of control
c)
fear of reductions in perceived expertise
d)
no way to assess the effectiveness of integration
e)
fear of reductions in authority and power
24.
The ultimate objective of integrated marketing communications is to _____.
a)
increase brand awareness
b)
affect the behavior of the targeted audience
c)
learn how to outsell the competition
d)
lower production costs
e)
None of these are correct.
25.
Which of the following is achieved when multiple communication tools are used in conjunction with one another producing greater results than tools used individually and in an uncoordinated fashion?
a)
Synergy
b)
Duplicity
c)
Multiplicity
d)
Redundancy
e)
Repetition
26.
Which of the following is NOT a key feature of integrated marketing communications?
a)
Start with the customer or prospect.
b)
Use any form of relevant contact or touchpoint.
c)
Speak with a single voice.
d)
Influence brand awareness and enhance consumer attitudes toward the brand.
e)
Build relationships.
27.
A key feature of integrated marketing communications is that the process should _____.
a)
use an “inside-out” approach in identifying communication vehicles
b)
be restricted to only one or a select number of communication media
c)
use the same media to reach all target audiences to improve efficiency
d)
start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand
e)
utilize the same communication media over time
28.
Which approach will best serve the customers’ needs and motivate them to purchase the brand?
a)
inside-out
b)
outside-in
c)
top-down
d)
bottom-up
e)
combination
29.
All of the following are examples of place advertising EXCEPT _____.
a)
billboards and bulletins
b)
shopping cart ads
c)
transit ads
d)
posters
e)
cinema ads
30.
Marketing communicators should realize that other communication methods must receive careful consideration before _____ is automatically assumed to be the solution.
a)
sales promotion
b)
personal selling
c)
point-of-purchase advertising
d)
event marketing
e)
mass media advertising
31.
Which of the following promotional mix elements consists of activities that attempt to stimulate short-term buyer behavior?
a)
sales promotion
b)
Advertising
c)
publicity
d)
personal selling
e)
All of these
32.
Publicity and advertising are alike in that both _____.
a)
are paid for by the company
b)
usually come in the form of news items or editorial comments about a company’s products or services
c)
attempt to stimulate short-term buyer behavior
d)
are nonpersonal communication
e)
All of these are correct.
33.
What does the phrase “speak with a single voice” mean?
a)
Carefully select those tools that are most appropriate for the communications objective at hand.
b)
Reach the target audience efficiently and effectively using touchpoints that fit the audience.
c)
Successful marketing communications requires building relationships between brands and their consumers/customers.
d)
All marketing communication elements should use the same endorser so that consumers do not get confused.
e)
Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.
34.
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 _____.
a)
relationship statement
b)
creative brief
c)
positioning statement
d)
contact brief
e)
touchpoint
35.
A key characteristic of integrated marketing communications is the building of relationships with customers. Which of the following is NOT a benefit of building relationships?
a)
repeat purchases
b)
loyalty toward a brand
c)
enduring links between a brand and its customers
d)
greater profitability
e)
huge acquisition costs
36.
The value of customer retention has been compared to a(n) _____.
a)
clogged drain
b)
leaky bucket
c)
sand castle
d)
ice sculpture
e)
Bee hive
37.
Loyalty programs and creating brand experiences that make positive and lasting impressions are ways to _____.
a)
speak with one voice
b)
create synergy
c)
build customer/brand relationships
d)
start with the customer/prospect
e)
reach consumers who cannot be reached through traditional mass media
38.
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 _____.
a)
appeal to consumers’ demographic characteristics
b)
reposition products or services by connecting with consumers’ functional needs
c)
generate increased sales to current customers
d)
develop new target markets
e)
build the sensation that a sponsoring brand is relevant to the consumer’s lifestyle
39.
Affecting the behavior of the target audience means that marketing communications must _____.
a)
influence brand awareness
b)
move people to action
c)
enhance consumer attitudes toward the brand
d)
reach the target audience efficiently and effectively using touchpoints that fit the audience
e)
speak with a single voice
40.
_____ involves the use of any of several media to transmit messages that encourage buyers to purchase directly from the advertiser.
a)
Direct response advertising
b)
Personal selling
c)
360-degree branding
d)
Media-neutral advertising
e)
Multiple-media advertising
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