Designing and Managing

Integrated Marketing Communications

GENERAL CONCEPT
QUESTIONS

Multiple Choice

1. Modern marketing calls for more
   than developing a good product, pricing it attractively, and making it
   accessible. Companies must also ________.
1. attract popular celebrities to
   endorse their brands in order to appear credible
2. reach historically
   underrepresented markets with their products
3. relate to employees on a more
   personal level
4. advertise exclusively to
   current users to cement their commitment to the brand
5. communicate with present and
   potential stakeholders and the general public

1. Marketing communications are
   the means by which firms attempt to ________, persuade, and remind
   consumers about the products and brands that they sell.
1. inform
2. reach
3. attract
4. interest
5. none of the above

1. Marketing communications can
   contribute to brand equity by establishing the brand in memory and
   ________.
1. creating interest
2. communicating quality
3. creating demand
4. creating a brand image
5. introducing new products to the
   market

1. Dramatic changes in consumer
   technologies and media habits have ________.
1. eroded the effectiveness of
   the mass media
2. increased the effectiveness of
   the mass media
3. expanded the appeal of
   mass-media marketing
4. reduced the cost of mass-media
   marketing
5. all of the above

1. Television
   advertising used to be the most powerful means of hitting the consumer
   marketing bull’s-eye. Its demise is attributed to ________ and to shifts
   in the media now used to reach consumers.
1. the aging of the baby boomer
   demographic
2. a shift in the proportion of
   radio listening to television viewing
3. increasing consumer cynicism
   toward advertising
4. the fragmentation of U.S.
   audiences
5. none of the above

1. The marketing communications
   mix consists of eight major modes of communications. Which of the
   following is NOT one of these modes?
1. Personal selling
2. Direct marketing
3. Sales promotions
4. Packaging
5. Advertising

1. Every ________ delivers an
   impression that can strengthen or weaken a customer’s view of the company.
1. brand equity
2. brand contact
3. salesman
4. featured ad
5. direct-mail piece

1. Marketing communications
   activities contribute to brand equity in all of the following ways EXCEPT
   ________.
1. by enhancing brand performance
2. by creating brand awareness
3. by eliciting positive brand
   judgments
4. by linking the right
   associations to the brand image in consumers’ memories
5. by facilitating a stronger
   consumer-brand connection

1. The starting point in planning
   marketing communications is an audit of all the potential ________ that
   customers in the target market may have with the brand and the company.
1. consumers
2. interests
3. interactions
4. usages
5. exposures

1. One
   implication of the concept of brand equity is that the manner in which
   brand associations are formed does not matter. In other words, if a
   consumer has an equally strong, favorable, and unique brand association
   between two media, then the impact in terms of brand equity should be
   ________.
1. prominent
2. identical
3. different
4. measurable
5. actionable

1. Blogs and chat rooms are
   examples of the ________ communication platform.
1. personal selling
2. events and experiences
3. public relations and publicity
4. word-of-mouth marketing
5. direct and interactive
   marketing

1. Marketers need to assess which
   experiences and impressions will have the most influence at each ________
   of the buying process.
1. stage
2. level
3. consumer
4. step
5. none of the above

1. Anything that causes the
   consumer to notice and pay attention to the brand can ________ brand
   awareness.
1. decrease
2. increase
3. effect
4. affect
5. influence

1. The macromodel of effective
   communications contains nine elements. Two elements represent the major
   parties in a communication. These two parties are called ________ and
   ________.
1. sender; subject
2. beginner; receiver
3. receiver; starter
4. initiator; receiver
5. sender; receiver

1. According
   to the macromodel of communication, the four major communication functions
   are decoding, response, feedback, and ________.
1. message
2. encoding
3. response
4. feedback
5. noise

1. In communicating, selective
   attention, selective distortion, and ________ may come into play.
1. selective listening
2. noise
3. selective retention
4. selective hearing
5. selective interest

1. In micromodels of marketing
   communications, the four classic response hierarchy models includes all of
   the following EXCEPT ________.
1. communications model
2. innovation-adoption model
3. hierarchy-of-effects model
4. AIDA
5. BAMT

1. The hierarchy-of-effects model
   contains awareness, knowledge, liking, ________, conviction, and purchase.
1. cognitive response
2. preference
3. interest
4. attitude
5. none of the above

19.
Senders know that to effectively communicate, they must encode
their messages so that the target audience can decode them; the must transmit
the message through the media that reach the target audience and develop
________ channels to monitor the responses.

1.
feedback

2.
interest

3.
response

4.
decoding

5.
none of the above

1. The
   eight steps in developing effective communications start with the basics:
   identifying the target audience, determining the objectives, designing the
   communications, ________ , and establishing the budget.
1. selecting the advertising copy
2. managing the process
3. choosing the media mix
4. selecting the channels
5. measuring results

21.
The ability to identify the brand within the category, in
sufficient detail to make a purchase, is known as ________.

1.
category need

2.
brand awareness

3.
brand attitude

4.
brand purchase intention

5.
brand conviction

22.
Formulating the communications to achieve the desired response
will require solving three problems: message strategy, creative strategy, and
________.

1.
market-specific advertising

2.
media sources

3.
advertising

4.
transformational appeal

5.
message source

1. Creative strategies are how
   marketers translate their messages into a specific communication. Creative
   strategies can be broadly classified as involving either informational or
   ________ appeals.
1. branded entertainment
2. point-of-purchase
3. advertorials
4. transformational
5. individualization

24.
John Maloney saw buyers as expecting one of four types of reward
from a product. These include rational, social, ego satisfying, and ________.

1.
exciting

2.
functional

3.
low costs

4.
sensory

5.
safety

1. A(n)
   ________ appeal elaborates on a non-product-related benefit or image when
   advertising a product or service.
1. informational
2. destructive
3. involving
4. creative
5. transformational

1. Communicators use ________
   appeals such as fear, guilt, and shame to get people to do things or stop
   doing things.
1. destructive
2. scary
3. attractive
4. emotional
5. negative

27.
Communicators use positive emotional appeals to attract consumer
attention and raise their ________ with an ad.

1.
emotions

2.
exposure

3.
involvement

4.
assessment

5.
interest

28.Messages delivered by attractive
or popular sources can potentially achieve higher attention and recall. What is
important is the spokesperson’s credibility. Source credibility consists of
trustworthiness, likability, and ________.

1.
celebrity status

2.
experience

3.
expertise

4.
age

5.
reputation

29.
________ is the specialized knowledge that the communicator
possesses to back the advertising claim.

1.
Likeability

2.
Source

3.
Expertise

4.
Trustworthiness

5.
Faith

1. A
   well-chosen celebrity can draw attention to a product or brand. The choice
   of the celebrity is critical. The celebrity should have high recognition,
   high positive affect, and high ________ to the product.
1. interest
2. attachment
3. relevancy
4. appropriateness
5. fit