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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Document preview page 1

Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 1

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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank

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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 1 preview image1Student: ___________________________________________________________________________1.Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:A.McDonald's CanadaB.Tim HortonsC.StarbucksD.ThaiExpress2.McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 forthis promotion:A.the launch of their new fruit smoothiesB.the launch of their McCafé brand of coffee and espresso-basedbeveragesC.their "Our Food. Your Questions" digital marketing communications programD.their "I'm Lovin' It" campaign3.McDonald's Canada answered consumer questions about its food and how it's prepared by:A.answeringmailed-in questions by return mail.B.answering mailed-in questions via newspaper ads in major cities.C.providing tear-off sheets in store with FAQ answers.D.addressing the questions with YouTube videos, TV commercials and wildpostings.4.The "Our Food. Your Questions" campaign by McDonald's Canada can be primarily described aswhat kind of marketing communication tool?A.Experiential MarketingB.Public RelationsC.Personal SellingD.DirectMarketing
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 2 preview image
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 3 preview image5._____ is the process of planning and executing the conception, pricing, promotion, anddistribution of ideas, good, and services to create exchanges that satisfy individual andorganizational objectives.A.Integratedmarketing communicationsB.MarketingC.AdvertisingD.Sales promotion6.Which of the following is the BEST example of a marketing exchange?A.Vianna gave Myron a menu, and he placed his food order.B.Jayson helped Tiffanyreplace a light bulb in her porch fixture.C.Tyron and Gwen gave their daughter a necklace for her birthday.D.For mowing her yard, Mrs. Dudley gave Ike a chocolate cake.7.Product, price, place and promotion are also known as________A.the marketing mix.B.marketing communications tools.C.methods of selling goods and services.D.marketing jargon.8.Which of the following statements about price is true?A.Price refers to what the marketer mustgive up 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 adexpenditures are not relative to price.9.A firm can have an excellent product at a great price, but it will be of little value unless it'savailable where the consumer wants it and when the consumer wants it. The statement aboverefers to:A.product decisions.B.price decisions.C.distribution decisions.D.positioning decisions.
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 4 preview image10.______ is the coordination of all seller-initiated efforts to set up channels of information andpersuasion to sell goods and services.A.PublicityB.AdvertisingC.Organizational communicationD.Promotion11.Which of the following is NOT an element of the promotional mix?A.PackagingB.AdvertisingC.Personal sellingD.Sales promotion12._____ isdefined as any paid form of nonpersonal communication about an organization, product,service or idea by an identified sponsor.A.AdvertisingB.The promotional mixC.PublicityD.Sales promotion13.Advertising may be defined asany:A.paid form of nonpersonal communication about a product, service, or companyB.communication about a product, service, or companyC.communication that moves a product from one level to another level of the distribution channelD.personal communication from a company representative to prospective buyers14.Which the following is NOT an advantage inherent in the use of advertising?A.Ability to control the messageB.Low cost per contactC.Ability to createbrand images and symbolismD.Immediate feedback
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 5 preview image15.Which of the following is NOT a characteristic of advertising as a form of promotion?A.Cost-effective method for communicating with large audiencesB.Personal nature of themessageC.The ability to reach large audiences with the advertising messageD.The ability to create images for brands16.Which of these is NOT a reason why marketers use advertising?A.To set an appropriate price across variouschannelsB.To strike a responsive chord with consumers when differentiation across other elements of themarketing mix is difficultC.To create symbolic appeals for a company or brandD.To take advantage of the fact that advertising is avery cost-effective method of reaching alarge audience17.Rolex's use of high quality product photography and celebrities wearing their watches is a formof:A.primary demandB.combined demand for the celebritiesC.productsymbolismD.national appeal18.________ refers to what a product or brand means to consumers and what they experience inpurchasing and using it.A.Product appealB.Product symbolismC.Brand identityD.Brandrecognition19.A brand or corporate name and its identification through its logo, symbols, slogans, or trademarksrepresent:A.product appealB.product symbolismC.brand identityD.brand equity
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 6 preview image20.This is the added value orgoodwill resulting from a favourable image and/or consumerattachment to a company name, brand name, or trademark:A.product appealB.product symbolismC.brand identityD.brand equity21.Advertising done bymanufacturers of well-known brands on a nationwide basis or in mostregions of the country is known as _____ advertising.A.primary demandB.retailC.consumerD.national22.Advertising done by Wal-Mart, The Bay, and Target forthe purpose of building store traffic andencouraging consumers to make a purchase is known as _____ advertising.A.tradeB.retailC.cooperativeD.in-store23.Advertising done by Home Hardware to encourage consumers to shopthere for all hardwareneeds is known as _____ advertising.A.nationalB.primary demandC.selective demandD.retail/local24.Primary demand advertising is designed to:A.draw particular attention to a particular brandeditemB.stimulate demand for a general product class or industryC.help launch a specific line extensionD.create a market share gain for the industry leader
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 7 preview image25._____ advertising is a type of consumer-oriented advertising thatfocuses on creating demand fora specific company's brand.A.Primary demandB.Selective demandC.TradeD.Cooperative26._____ advertising is targeted at individuals who buy or influence the purchase of industrial goodsorservices for their companies.A.ProfessionalB.Direct-responseC.Business-to-businessD.Retail27.Ads for computers and office furniture inPurchasing Canada, a trade magazine written andpublished especially for corporate andgovernment buyers, are examples of _____ advertising.A.retailB.business-to-businessC.professionalD.primary-demand28.Advertisements for a Parkell tooth polisher inCanadian Dentist, a publication for dentists, are anexample of _____ advertising.A.professionalB.tradeC.primary demandD.progressive29._____ includes those marketing activities that provide extra value or incentives to the sales force,distributors, or the ultimateconsumer.A.Direct marketingB.Public relationsC.Sales promotionD.Brand equity
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 8 preview image30.Sales promotions targeted to the ultimate users of a product such as sampling, coupons,contests, or sweepstakes are known as:A.consumer sales promotionB.trade sales promotionC.direct marketing incentivesD.strategic promotions31.McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Eachgame piece that you receive as aresult of a purchase either awards you a prize or fills in onesection on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads orall of one colour of property. This is an example of a:A.consumer sales promotionB.direct-response advertising campaignC.primary demand advertising campaignD.service-oriented sales promotion32.Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors, and retailers are knownas:A.a consumer sales promotionB.a trade sales promotionC.a functional inducementD.integrated promotions33._____ is nonpersonal communication neither directly paid for nor run under identifiedsponsorship.A.AdvertisingB.Sales promotionC.PublicityD.Public relations34.How does advertising differ from publicity?A.Advertising is done by manufacturers, and publicity is done be retailers.B.Advertising is paid for by thesponsoring organization, and publicity is not.C.Advertising is never institutional (i.e., promoting the company itself), and publicity usually isinstitutional in character.D.Advertising typically utilizes mass media, and publicity does not.
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 9 preview image35.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.36.Which of the following is NOT a technique used to generate publicity?A.News releases and feature articlesB.Photographs, films, and videotapesC.Packaging and product displaysD.Press conferences37.When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss herrole in the "Hunger Games" movies, it is anexample of:A.advertisingB.publicityC.personal sellingD.direct marketing38.One of the primary advantages inherent in the use of publicity is its:A.ability to be personalizedB.credibilityC.almostnon-existent variable costsD.ability to be closely controlled and monitored by the organization that is being publicized39.Consumer Reportsmagazine ran an article comparing various shampoos and rated Pert Plus asthe best brand. This article was reported on in various newspapers and television newsprograms. This is an example of:A.sales promotionB.advertisingC.negative publicityD.positive publicity
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 10 preview image40.A review of a movie inMaclean'smagazine or on "Canada AM" is an example of:A.personal sellingB.publicityC.promotionD.media-selling41.Because of the perceivedobjectivity of the source, which element of the promotional mix isusually regarded as most credible?A.AdvertisingB.PublicityC.Sales promotionD.Direct marketing42.When an organization systematically plans anddistributes information in an attempt to control itsimage, it is engaging in a function known as:A.image managementB.advertisingC.integrated marketingD.public relations43._____ is the management function thatevaluates public attitudes, identifies the policies andprocedures of an individual or organization with the public interest, and executes a program ofaction to earn public understanding and acceptance.A.PublicityB.Corporate affairsC.Public relationsD.Sales promotion44.Public relations involves all of the following EXCEPT:A.sponsorship of a fun run to benefit breast cancer researchB.financial and personnel involvement in local arts and crafts festivalC.product designD.publicity
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 11 preview image45._____ is a system of marketing by which organizations communicate directly with targetcustomers to generate a response and/or a transaction.A.AdvertisingB.Sales promotionC.Direct marketingD.Public relations46.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 changinglifestyles and technologies.D.Business-to-business marketers criticize direct marketing as an ineffective way toidentifypotential sales leads, communicate with customers, and provide them with information abouttheir products or services.47.Which of the following statements about direct marketing is true?A.Direct marketing has not traditionally been considered an element of the promotional mix,since it had distinct objectives, strategies and tactics.B.One of the major tools of direct marketing is indirect-response advertising.C.Direct marketing is seldom, if ever, used by companies thathave a sales force.D.Direct marketing does not exist beyond direct mail and mail-order catalogues.48.The Bradford Exchange is a company that sells collectible plates. If you order one plate from thecompany, you will receive multiplemailings each month announcing new issues and encouragingyou to place your order. Given this information, which promotional element do you think TheBradford Exchange depends upon most heavily?A.AdvertisingB.Sale promotionC.DirectmarketingD.Public relations
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 12 preview image49.One of the major tools of direct marketing is ______ advertising, whereby a product is promotedthrough an ad that encourages the consumer to purchase directly from the manufacturer.A.direct-responseB.primary-demandC.business-to-businessD.selective demand50._____ is a promotional mix element that allows for direct contact between a buyer and seller andallows a message to be modified according to the needs orreactions of the customer.A.Direct mailB.Personal sellingC.Public relationsD.Sales promotion51.In the 1990s, companies saw __________ as a way to coordinate and manage their marketingcommunication programs to ensurecustomers received a consistent message about thecompany and/or its brands.A.product marketingB.the InternetC.relationship marketingD.integrated marketing communications52.Many companies are taking a(n) ___________perspective in developing their IMC programswhereby they consider all of the potential ways of reaching their target audience and presentingthe company or brand in a favourable manner.A.audience contactB.traditionalC.modernD.aggressive53._____ is the process of creating, maintaining, and enhancing long-term relationships withindividual customers as well as other stakeholders for mutual benefit.A.Integrated marketing communicationsB.MarketingplanningC.ExchangeD.Relationship marketing
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 13 preview image54.The increased usage of relationship marketing is due to the fact that:A.customers have become less demandingB.customers want products and services that are mass-produced ratherthan tailored to theirspecific needs and wantsC.retaining customers is generally more cost effective than acquiring new onesD.it is very costly to maintain customer databases55.Promotional management can best be described as:A.placing coupons in each Sunday edition of major newspapersB.effectively coordinating the promotional mix elements to develop an effective communicationprogramC.measuring the effectiveness of any communication with the target marketD.coordinating the activities of people who come in contact with the prospect or consumer56.The _____ is the framework for developing, implementing, and controlling an organization'sintegrated marketing communications program and activities.A.promotional planB.market auditC.situation analysisD.communications process57.The _____ is a written document that describes the overall marketing strategy and programsdeveloped for an organization, product line, or brand.A.promotional planB.marketing planC.communications planD.situation analysis58.A marketing plan usually includes all of the following EXCEPT:A.a program for implementing marketing strategyB.criteria and procedures for thehiring of all marketing personnelC.the establishment of marketing objectivesD.a detailed situation analysis
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 14 preview image59.A marketing plan usually includes:A.a corporate mission statementB.a media scheduleC.a detailedsituation analysisD.sales and market forecasts60.The first step in the IMC planning process is:A.the situation analysisB.budget determinationC.a review of the marketing planD.specification of communicationsobjectives61.An internal situation analysis looks at all of the following EXCEPT:A.competitive analysisB.corporate and brand image analysesC.promotional objectivesD.results of the firm's previous promotional programs62.An external situation analysis could include all of the following EXCEPT:A.a competitive analysisB.the product's benefitsC.consumer behaviour analysisD.environmental analysis63._____ refer to what is to beaccomplished by the overall marketing programs and is stated interms of sales, market share, and profitability.A.Communication objectivesB.Marketing objectivesC.Segmentation approachesD.External analysis factors
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 15 preview image64.Which ofthe following is NOT a good example of a communications objective?A.To create awareness of the attributes of a brand or productB.To create a favourable attitude about a productC.To develop consumers' intentions to purchase a productD.To increase sales volume65._____ should be the guiding force for development of the overall marketing communicationsstrategy and of objectives for each promotional mix area.A.Communication and behavioural objectivesB.Sales and marketing objectivesC.Marketing and behavioural objectivesD.Promotional and marketing objectives66.All of the following explain the importance of IMC EXCEPT:A.the many audiences to communicate withB.the vast number ofmessages consumers receiveC.advertising and promotion regulationD.consumer adoption of technology and media67._____ is described as one of the "new-generation" marketing approaches that helps companiesto better focus their efforts inacquiring, retaining, and developing relationships with customersand other stakeholders.A.Transaction marketingB.Public relationsC.Online advertisingD.IMC68.Which of the following is NOT a general characteristic of IMC?A.Competitive-oriented communicationB.Unified communication for consistent message and imageC.Differentiated communication to multiple customer groupsD.Relationships fostering communication with existing customers
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Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank - Page 16 preview image69.Which of thefollowing best describes a criticism of IMC?A.Differentiates communication to multiple customer groupsB.Focuses primarily on the tactical coordination of various communication tools with the goal ofmaking them look and sound alikeC.Unifies communication for consistent message and imageD.Uses database-centred communication for tangible results70.Kim Rossister, brand manager at GM, plans for a new communication campaign and intends toconsider all the potential ways ofreaching her target audience and presenting her brand in afavourable manner. Kim believes this approach can help develop an efficient and effectivecommunication campaign. This approach is best described as:A.database-centred perspectiveB.relationship marketing perspectiveC.audience contact perspectiveD.persuasive communication perspective71.Which of the following statements about marketing and IMC plans is NOT necessarily true?A.The first step in the IMCplanning process is to review the marketing planB.The marketing objectives in the marketing plan should be reproduced as communicationobjectives in the IMC planC.The marketing plan specifies the roles advertising and other promotional mix elements play inthe overall marketing programD.The IMC plan is developed similarly to the marketing plan and often uses its detailedinformation
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Advertising And Promotion: An Integ...

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