guolla 7ed testbank

pdf

School

George Brown College Canada *

*We aren’t endorsed by this school

Course

1028

Subject

Marketing

Date

Jan 9, 2024

Type

pdf

Pages

Uploaded by aliceshtern

Studocu is not sponsored or endorsed by any college or university Solutions and Test Bank For Advertising & Promotion 7th Canadian Edition By Michael Guolla Advertising (New York University) Studocu is not sponsored or endorsed by any college or university Solutions and Test Bank For Advertising & Promotion 7th Canadian Edition By Michael Guolla Advertising (New York University) Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com Chapter 01 Integrated Marketing Communications Multiple Choice Questions 1. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives. A. Integrated marketing communications B. Marketing C. Advertising D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing 2. Which of the following is the BEST example of a marketing exchange? A. John gave Sahil a menu, and he placed his food order. B. Jessie helped Alison move a heavy piece of furniture. C. Vlad and Ingrid gave their son a trip for his graduation. D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing 1-1 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 3. Product, price, place and promotion are collectively known as ________ A. the marketing mix. B. marketing communications tools. C. methods of selling goods and services. D. marketing jargon. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing 4. Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions? A. service level B. product features C. package design D. price allowance Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product 5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like the ones shoppers might consume back home in India. Which of the following is NOT a product benefit delivered by Navinder's snack items? A. functional benefit B. emotional benefit C. performance/convenience benefit D. Low pricing benefit Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product 1-2 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 6. Product protection, storage, communication, and image are all functional benefits of: A. product attributes B. packaging C. brand identity D. brand marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product 7. Which is the best example of the use of packaging as a communication vehicle? A. New cellphone SIM cards are enveloped in large plastic packages. B. Costco offers multi-packs of contact lens solution at affordable prices. C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags. D. At Golftown one can purchase used golf balls in bags of 20 or 50. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product 8. Each of the following is true about brand equity EXCEPT: A. It is a tangible asset which can provide competitive advantage. B. It is a measure of consumer attachment to a brand. C. It builds on the favourable image and impressions of differentiation of a brand. D. It is a challenge for marketers to consistently measure brand equity. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product 1-3 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 9. Which of the following statements about price is true? A. Price refers to what the marketer must give up in order to sell a product. B. Price communicates the economic cost to consumers for all of the product benefits combined. C. Price is not a key aspect of the product conveyed in a promotional offer. D. Levels of recommended ad expenditures are not relative to price. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-04 Communicating Price 10. A firm can have an excellent product at a great price, but it will be of little value unless it's available where the consumer wants it and when the consumer wants it. The statement above refers to: A. product decisions. B. price decisions. C. distribution decisions. D. positioning decisions. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-05 Communicating Distribution 11. Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: A. a multi-channel environment B. a multi-media universe C. a differentiated product approach D. multi-level marketing Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-05 Communicating Distribution 1-4 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 12. The AMA has renewed its definition of marketing to directly include the important element of: A. growth B. exchange C. value D. globalization Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-06 Communicating Value 13. The relative balance between what a consumer "receives" for what he/she "pays" is known as: A. exchange B. price C. benefit D. value Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-06 Communicating Value 14. ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Direct marketing D. Promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-07 The Promotional Mix 1-5 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 15. Which of the following is NOT an element of the promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-07 The Promotional Mix 16. When media is used to communicate to a large group of individuals it is deemed ________ communication A. personal B. non-personal C. direct D. indirect Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 17. Advertising may be defined as any: A. paid form of nonpersonal communication about a product, service, or company B. communication about a product, service, or company C. communication that moves a product from one level to another level of the distribution channel D. personal communication from a company representative to prospective buyers Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 1-6 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 18. Which the following is NOT an advantage inherent in the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 19. Which of the following is NOT a characteristic of advertising as a form of promotion? A. Cost-effective method for communicating with large audiences B. Personal and individually customized nature of the message C. The ability to reach large audiences with the advertising message D. The ability to create images for brands Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 20. Which of these is NOT a reason why marketers use advertising? A. To set an appropriate price across various channels B. To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult C. To create symbolic appeals for a company or brand D. To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 1-7 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 21. A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent: A. product appeal B. product symbolism C. brand identity D. brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-03 Communicating Product 22. This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark: A. product appeal B. product symbolism C. brand identity D. brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-03 Communicating Product 23. Canadian advertisers spend more than ________ annually. Identify the closes match. A. $7 billion B. $8 billion C. $14 billion D. $22 billion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 1-8 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 24. In the time period noted in the textbook, prime-time network television reached ________ on a daily basis. A. all Canadians B. only older adults C. less than 50 percent of Canadians D. 85 percent of Canadians Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 25. When a brand encourages potential customers to send them pictures of them in their best "game face" this is called: A. direct marketing B. sales promotion C. brand interaction D. price discounting Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. A. Professional B. Direct-response C. Business-to-business D. Retail Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 1-9 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 27. Ads for computers and office furniture in Purchasing Canada , a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. A. retail B. business-to-business C. direct response D. primary-demand Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 28. Advertisements for a Parkell tooth polisher in Canadian Dentist , a publication for dentists, are an example of _____ advertising. A. professional B. trade C. primary demand D. progressive Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 1-10 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 29. Why does Samsung encourage consumers to interact with the brand online by placing advertising messages in media such as television, print, and outdoor? A. Online brand interaction is the least expensive way to connect with consumers. B. Studies show that consumers research their purchase online prior to a store visit, so other media should lead the consumer to visit the company's website. C. Online communication is the best way to convey product attributes and consumer value. D. Samsung only sells their products online, so they must try to drive traffic to their company website. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising 30. _____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. A. Direct marketing B. Public relations C. Sales promotion D. Brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-09 Sales Promotion 1-11 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 31. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer sales promotion B. trade sales promotion C. direct marketing incentives D. strategic promotions Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-09 Sales Promotion 32. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a: A. consumer sales promotion B. direct-response advertising campaign C. primary demand advertising campaign D. service-oriented sales promotion Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-09 Sales Promotion 1-12 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 33. Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. a consumer sales promotion B. a trade sales promotion C. a functional inducement D. integrated promotions Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-09 Sales Promotion 34. _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 35. How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done be retailers. B. Advertising is paid for by the sponsoring organization, and publicity may be initiated by the sponsoring organization but is not paid for. C. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. D. Advertising typically utilizes mass media, and publicity does not. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 1-13 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 36. Which of the following statements about publicity is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is an important communication technique used in public relations. C. Publicity has more of a long term, on-going purpose than public relations. D. Publicity and public relations are synonyms for each other. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 37. Which of the following is NOT a technique used to generate publicity? A. News releases and feature articles B. Photographs, films, and videotapes C. Packaging and product displays D. Press conferences Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 38. When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies, it is an example of: A. advertising B. publicity C. personal selling D. direct marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 1-14 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 39. One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized B. Consumer credibility C. almost non-existent variable costs D. ability to be closely controlled and monitored by the organization that is being publicized Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 40. Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of: A. sales promotion B. advertising C. negative publicity D. positive publicity Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 41. A review of a movie in Maclean's magazine or on "Canada AM" is an example of: A. personal selling B. publicity C. promotion D. media-selling Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 1-15 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 42. When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they would talk about it on air, it is an example of: A. personal selling B. publicity C. trade sales promotion D. public relations Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 43. Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Sales promotion D. Direct marketing Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 44. When an organization systematically plans and distributes information in an attempt to control its image, it is engaging in a function known as: A. image manipulation B. advertising C. integrated marketing D. public relations Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 1-16 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 45. _____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Publicity B. Corporate affairs C. Public relations D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 46. Public relations involve all of the following EXCEPT: A. sponsorship of a fun run to benefit breast cancer research B. financial and personnel involvement in local arts and crafts festival C. product design D. publicity Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations 47. _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct marketing D. Public relations Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing 1-17 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 48. Which of the following statements about direct marketing is true? A. Direct marketing and direct mail are synonymous. B. Direct marketing includes a variety of techniques and activities such as direct mail, telemarketing, and direct response advertising. C. Direct marketing has lost popularity over the past two decades, owing primarily to changing lifestyles and technologies. D. Business-to-business marketers criticize direct marketing as an ineffective way to identify potential sales leads, communicate with customers, and provide them with information about their products or services. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing 49. When Shoppers Drug Mart directly targets their loyalty card members with a special 20X points offer this is considered ______ A. generic advertising B. relationship marketing C. indirect marketing D. direct marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing 1-18 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 50. The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order. Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily? A. Advertising B. Sale promotion C. Direct marketing D. Public relations Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing 51. One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. A. direct-response B. third-party C. business-to-business D. product benefit Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing 1-19 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

For All Chapters  testbankorder@gmail.com 52. _______ allow for the back-and-forth flow of information using mediums like Facebook, e-commerce enabled websites or Instagram where users participate in and modify its form and content instantly. A. Negotiations B. Price flexibility C. Interactive media D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-12 Internet Marketing 53. Company or branded websites that inform or entertain current or potential customers: A. are a form of "owned media" much like product catalogues B. are effective only if they include the ability to make online purchases C. are falling out of favour as marketers turn to social media vehicles D. have taken over from other forms of mass media Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-12 Internet Marketing 54. Each of the following statements about earned media is correct EXCEPT: A. Earned media is the result of a brand manager paying an influential blogger to write positively about the brand. B. Conversations among consumers over social media is a form of earned media. C. Publicity in the form of news articles or editorial opinions constitutes earned media. D. Earned media is a very credible source of influence for current or prospective consumers. Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-12 Internet Marketing 1-20 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 55. Which of the following statements about Internet advertising is NOT true? A. The Internet is a medium which generates paid, owned, and earned media. B. Internet marketing can incorporate many elements of the promotional mix, such as advertising, sales promotion, public relations, and direct marketing. C. In order for interactive Internet marketing to be effective, the overall brand message must customized for the distinct internet vehicle. D. The portability and immediacy of mobile marketing makes this a new forefront for IMC planning. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-12 Internet Marketing 56. _____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Direct mail B. Personal selling C. Public relations D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-13 Personal Selling 1-21 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 57. This participant in the promotional process has the products to be marketed and assumes major responsibility for developing the marketing program and making final decisions regarding the marketing communication program: A. Advertiser B. Advertising agency C. Media organization D. Public relations firm Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-14 Participants in the Promotional Process 58. Outside firms that specialize in the creation, production, placement of promotional messages, and other support services are: A. Advertisers B. Advertising agencies C. Media organizations D. Media buying agencies Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-14 Participants in the Promotional Process 59. The primary objective of these members of the promotional process is to sell their time or space so companies can effectively reach their target audiences with their messages. A. Advertisers B. Advertising agencies C. Media organizations D. Interactive agencies Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-14 Participants in the Promotional Process 1-22 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 60. Which of the following is NOT a specialized marketing communication service? A. Direct-response agency B. Interactive agency C. Public relations firm D. Marketing research company Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-14 Participants in the Promotional Process 61. In advertising a company that specializes in video production would come under what grouping? A. Support agencies B. Collateral services C. Tier-two agencies D. Marketing specialty firms Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-14 Participants in the Promotional Process 62. In the 1990s, companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent and unified thematic message about the company and/or its brands. A. product marketing B. the Internet C. relationship marketing D. integrated marketing communications Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-16 IMC: Evolution 1-23 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 63. Many companies are taking a(n) ___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner. A. audience contact B. traditional C. modern D. aggressive Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 64. Marketers first consider ________ in order to determine which IMC tools will be most effective in reaching and influencing consumer behaviour. A. their promotional budget B. the target audience C. the recommendations of their advertising agency D. competitive strategies Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 65. If you are focusing less on getting new customers and focusing more on nurturing existing customers, this is called? A. Sales promotion B. Brand development C. Direct Marketing D. Relationship marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-17 IMC: Renewed Perspective Topic: 01-18 IMC: Audience Contact 1-24 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 66. The main objective behind the McDonald's "Our Food. Your Questions." campaign was: A. to dispel various "food myths" about the quality of food offered at McDonald's. B. to enhance the presence of McDonald's in the Canadian foodservice market. C. to show the effectiveness of social media in dealing with consumer complaints. D. to eliminate competition between McDonald's and Tim Hortons in the breakfast arena. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 67. _____ is the process of creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. A. Integrated marketing communications B. Marketing planning C. Exchange D. Relationship marketing Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 68. The increased usage of relationship marketing is due to the fact that: A. brand loyalty is increasing B. customers want products and services that are mass-produced rather than tailored to their specific needs and wants C. retaining customers is generally more cost effective than acquiring new ones D. it is very costly to maintain customer databases Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 1-25 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 69. Which of the following statements referring to the effects of consumer adoption of technology and media on IMC planning is NOT true? A. TV audiences are fragmented, requiring advertisers to place their messages in other media. B. Broadcasters have been slow to offer their TV shows for viewing over the Internet. C. Brands use traditional media to direct consumers to their website or social media. D. TV advertising reaches smaller and more selective audiences. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 70. IMC planning can best be described as: A. placing coupons in each Sunday edition of major newspapers B. skillfully coordinating the promotional mix elements to develop an effective communication program C. measuring the effectiveness of any communication with the target market D. coordinating the activities of people who come in contact with the prospect or consumer Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-19 IMC: Paid, Owned, Earned 71. The _____ is the framework for developing, implementing, and controlling an organization's integrated marketing communications program and activities. A. IMC plan B. market audit C. situation analysis D. communications process Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned 1-26 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 72. The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A. promotional plan B. marketing plan C. communications plan D. situation analysis Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan 73. A marketing plan usually includes all of the following EXCEPT: A. a program for implementing marketing strategy B. criteria and procedures for the hiring of all marketing personnel C. the establishment of marketing objectives D. a detailed situation analysis Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan 74. A marketing plan usually includes: A. a corporate mission statement B. the advertising copy C. a detailed situation analysis D. sales and market forecasts Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan 1-27 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 75. The first step in the IMC planning process is: A. the situation analysis B. budget determination C. a review of the marketing plan D. specification of communications objectives Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan 76. Looking at how much time people tend to put in doing their meal preparation would be part of what step if McCain were looking at selling new curly fries? A. Consumer analysis B. Budget analysis C. Communication objectives D. Marketing plan review Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation 77. An internal situation analysis looks at all of the following EXCEPT: A. competitive analysis B. corporate and brand image analyses C. promotional objectives D. results of the firm's previous promotional programs Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned 1-28 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 78. An external situation analysis could include all of the following EXCEPT: A. a competitive analysis B. the product's benefits C. consumer behaviour analysis D. environmental analysis Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned 79. Debbie's Donuts wants to prepare a promotion plan for the upcoming fall season. As part of her internal situation analysis, she should review: A. which competitors are operating in her neighbourhood and how strong is their business. B. her sales and profit objectives. C. how often consumers eat donuts each week. D. the strength of her brand's image. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned 80. In order to identify attractive market segments, Brian's Electronics Sales & Service conducts a consumer analysis which includes a review of all of the following EXCEPT: A. The growth of the electronics industry based on new technologies, particularly mobile. B. Demographic and psychographic traits of current and high potential customers. C. Factors influencing consumer purchase decisions for electronics products and services. D. Electronics buying and usage patterns of various consumer groups. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation 1-29 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 81. Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including: A. A review of how much profit Kraft expects his brand to contribute to the overall marketing plan. B. Whether people prefer eating Triscuit warmed up or straight out of the box. C. The brand equity and consumer preference of PC's Woven Wheat Thins. D. The relative media costs of Chatelaine and Canadian Living magazines. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation 82. A market analysis includes a number of factors like market size, growth, and ________. A. profitability B. age C. global ownership D. census Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation 83. Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of: A. global warming B. an external environmental analysis C. an internal financial analysis D. McCain's revised marketing objectives Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation 1-30 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 84. _____ refer to what the overall marketing programs hopes to accomplish and is stated in terms of sales, market share, and profitability. A. Communication objectives B. Marketing objectives C. Segmentation approaches D. External analysis factors Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-23 Determine IMC Plan Objectives 85. Which of the following is NOT a good example of a communications objective? A. To create awareness of the attributes of a brand or product B. To create a favourable attitude about a product C. To develop consumers' intentions to purchase a product D. To increase sales volume Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-23 Determine IMC Plan Objectives 86. Tourism BC wished to generate trial or repeat purchase of visitors from other provinces to British Columbia. This is an example of a(n): A. internal analysis B. behavioural objective C. environmental assessment D. database research finding Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-23 Determine IMC Plan Objectives 1-31 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 87. _____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. A. Communication and behavioural objectives B. Sales and marketing objectives C. Marketing and behavioural objectives D. Promotional and marketing objectives Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-23 Determine IMC Plan Objectives 88. All of the following explain the importance of IMC EXCEPT: A. the many audiences to communicate with B. the vast number of messages consumers receive C. advertising and promotion regulation D. consumer adoption of technology and media Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 89. _____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Transaction marketing B. Public relations C. Online advertising D. IMC Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-16 IMC: Evolution 1-32 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 90. Which of the following is NOT a general characteristic of IMC? A. Competitive-oriented communication B. Unified communication for consistent message and image C. Differentiated communication to multiple customer groups D. Relationships fostering communication with existing customers Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-17 IMC: Renewed Perspective 91. Which of the following best describes a criticism of IMC? A. Differentiates communication to multiple customer groups B. Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike C. Unifies communication for consistent message and image D. Uses information from databases to develop communication for tangible results Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-16 IMC: Evolution 92. Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner. Kim believes this approach can help develop an efficient and effective communication campaign. This approach is best described as: A. database-centred perspective B. relationship marketing perspective C. audience contact perspective D. persuasive communication perspective Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact 1-33 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 93. Which of the following statements about marketing and IMC plans is NOT necessarily true? A. The first step in the IMC planning process is to review the marketing plan B. The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan C. The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program D. The IMC plan is developed similarly to the marketing plan and often uses its detailed information Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-23 Determine IMC Plan Objectives 94. Each promotional mix element has its own set of objectives, message and media strategy, tactics, and ______. A. target audience B. brand identity C. slogan D. budget Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-24 Develop IMC Programs 1-34 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

For All Chapters  testbankorder@gmail.com 95. The development of the basic message to be conveyed to the target audience is called: A. messaging B. creative strategy C. creative imaging D. IMC planning Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-24 Develop IMC Programs 96. Media strategy includes each of the following decisions EXCEPT: A. overall slogan B. type of media to be used C. specific titles or shows D. communication channels to be used Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-24 Develop IMC Programs 97. The ________ approves and pays for the creative work and media plan. A. agency-of-record B. promotional agency C. advertiser D. media planning group Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-25 Implement and Control the IMC Plan 1-35 Downloaded by Masha Kusakina (mashakus06@gmail.com) lOMoARcPSD|22489357

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

guolla 7ed testbank

Related Documents