Test Bank for Integrated Advertising, Promotion, and Marketing Communications, 8th Edition

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1Integrated Advertising, Promotion, and Marketing Communications 8e(Clow/Baack)Chapter 1Integrated Marketing Communications1) In the communications model, the sender is:A) the company seeking to sell a product.B) a television set.C) the consumer viewing an ad on the internet.D) a consumer ignoring an ad in a newspaper.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?2) When Sean shops for an automobile, which are the senders in the communication process?A) Honda and ToyotaB) NBC and CSPANC) The New York Times and the Chicago Sun TimesD) A website and social mediaAnswer: ADifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?3) In the communication process, a person at an advertising agency preparing an ad is mostlikely going to be involved in:A) encoding.B) transmission.C) decoding.D) noise or clutter.Answer: ADifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?4) In the communication process, encoding is:A) a sales pitch recited by a salesperson.B) the database manager finding a statistical oddity.C) a social media network.D) a purchase decision by a consumer.Answer: ADifficulty: DifficultSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?

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25) In the communication process, the items that carry the message from the sender to the receiverare:A) encoding processes.B) decoding processes.C) transmission devices.D) feedback devices.Answer: CDifficulty: EasySkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?6) A consumer sees a billboard while driving. The billboard is a(n):A) encoding device.B) decoding device.C) transmission device.D) form of feedback.Answer: CDifficulty: ModerateSkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?7) When a message is being heard or seen by a consumer, what is taking place?A) EncodingB) TransmissionC) DecodingD) FeedbackAnswer: CDifficulty: ModerateSkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?8) A person smells the fragrance of a perfume attached to a magazine advertisement. What istaking place?A) EncodingB) TransmissionC) DecodingD) FeedbackAnswer: CDifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?

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39) The person viewing a message sent by a celebrity on Twitter endorsing a product plays whichrole in the communications model?A) SenderB) DecoderC) ReceiverD) ObjectAnswer: CDifficulty: EasySkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?10) Kodak's marketing team identifies a group of people who are most likely to use thecompany's new digital photo technology and create advertisements specifically for them. In acommunications model, these individuals are:A) senders.B) decoders.C) receivers.D) subjects.Answer: CDifficulty: DifficultSkill: ApplicationAACSB: Reflective thinkingLO: 1.1 How does communication take place?11) Noise is:A) anything which carries a message from a sender to a receiver.B) changing a message to match the specific needs of a target audience.C) a verbal or nonverbal cue delivered by the sender.D) anything that distorts or disrupts a message.Answer: DDifficulty: EasySkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?12) Michelle is watching a television commercial for a new car but a stereo is playing in theroom next door making it difficult to concentrate. This is an example of:A) feedback disruption.B) noise.C) encoding design.D) a contact point.Answer: BDifficulty: ModerateSkill: ApplicationAACSB: Reflective thinkingLO: 1.1 How does communication take place?

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413) The key to using social media successfully is:A) making it compatible with the off-line marketing program.B) identifying the heavy users of the product.C) finding the right Facebook fans.D) using Facebook and Twitter to send separate messages.Answer: ADifficulty: DifficultSkill: Definition (Concept)AACSB: Reflective thinkingLO: 1.1 How does communication take place?14) While browsing the internet, a consumer encounters a new pop-up ad every time a page isopened. This is an example of:A) advertising effectiveness.B) perceptual distortion.C) clutter.D) brand parity.Answer: CDifficulty: ModerateSkill: ApplicationAACSB: Information technologyLO: 1.1 How does communication take place?15) The following are examples of communication noiseexcept:A) driving while listening to the radio.B) scanning the newspaper for articles to read.C) scrolling past internet ads without looking at them.D) examining an advertisement in a magazine.Answer: DDifficulty: EasySkill: ApplicationAACSB: Reflective thinkingLO: 1.1 How does communication take place?16) Which is an example of feedback in a marketing channel?A) New product developmentB) A customer complaintC) A decision to begin international operationsD) Removing a product from the marketAnswer: BDifficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?

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517) Julie is explaining an integrated marketing communications program to Michael. In thissituation:A) Julie is a sender and Michael is an encoder.B) Julie is a receiver and Michael is using a transmission device.C) Julie is a sender and Michael is a receiver.D) Julie is a transmission device and Michael is a decoder.Answer: CDifficulty: ModerateSkill: ApplicationAACSB: Reflective thinkingLO: 1.1 How does communication take place?18) Communication is defined as transmitting, receiving, and processing information.Answer: TRUEDifficulty: EasySkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.1 How does communication take place?19) When an individual creating an advertisement takes an idea and transforms it into an ad, theprocess is known as decoding in a communications model.Answer: FALSEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.1 How does communication take place?20) The process of creating television commercials, print ads, and retail coupons are examples ofencoding.Answer: TRUEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.1 How does communication take place?21) Televisions carrying advertisements are examples of decoding in the communication process.Answer: FALSEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.1 How does communication take place?

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622) When a customer examines a magazine ad, decoding takes place.Answer: TRUEDifficulty: DifficultSkill: ApplicationAACSB: Reflective thinkingLO: 1.1 How does communication take place?23) Typically, advertising messages are decoded in the same way by large numbers of consumersbecause of the standard nature of the decoding process.Answer: FALSEDifficulty: DifficultSkill: Critical ThinkingAACSB: Reflective thinkingLO: 1.1 How does communication take place?24) Noise is anything that distorts or disrupts a message and can occur at any stage in thecommunication process.Answer: TRUEDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.1 How does communication take place?25) The large number of marketing messages consumers are exposed to daily is an example ofnoise and is also called clutter.Answer: TRUEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.1 How does communication take place?26) Describe Lean Cuisine's "Frozen: How Fresh Stays Fresh" campaign using the elements ofthe communications model.Answer: The Lean Cuisine brand and the company's advertising agency are the senders.Encoding takes place in advertisements and other messages that are sent out. Television, theinternet, and magazines are the transmission devices. Consumers decode the messages asreceivers. Feedback includes entering the contest, requesting free samples, complaining about theapproach, and buying the product.Difficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?

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727) Describe the components of the communications model.Answer: The sender is the person(s) attempting to deliver a message or idea. Encoding iscreating verbal and nonverbal cues that the sender uses to dispatch a message. A transmissiondevice is any item that carries the message from the sender to the receiver. Decoding takes placewhen the receiver employs any set of his or her senses to capture the message. The receiver is theintended audience for a message.Difficulty: ModerateSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?28) What are the steps involved in creating an integrated marketing communications plan?Answer: The steps are to start with a current situational analysis, followed by a SWOT analysis,setting marketing objectives, designating a target market, developing marketing strategies andthe marketing tactics to obtain them, followed by implementation and evaluation.Difficulty: DifficultSkill: ApplicationAACSB: Written and oral communicationLO: 1.1 How does communication take place?29) The coordination and integration of all marketing communication tools, avenues, and sourceswithin a company into a seamless program that maximizes the impact on consumers and otherend users at a minimal cost is:A) the marketing plan.B) the marketing mix.C) integrated marketing communications.D) marketing strategy.Answer: CDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?30) Integrated marketing communications affects each of the followingexcept:A) business-to-business market.B) marketing channel.C) internally directed communications.D) competitors' advertising.Answer: DDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?

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831) In the marketing mix, where does integrated marketing communications belong?A) Pricing decisionsB) Product designC) PromotionD) DistributionAnswer: CDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?32) The marketing mix consists of the product, the price, distribution, and:A) emotions.B) promotions.C) delivery systems.D) services.Answer: BDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?33) Traditionally, promotions included each of the followingexcept:A) advertising.B) product design.C) personal selling.D) sales promotions.Answer: BDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?34) The first step in IMC planning is:A) current situational analysis.B) SWOT analysis.C) developing marketing strategies.D) defining primary marketing objectives.Answer: ADifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?

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935) In the IMC planning process, marketing objectives are paired with an understanding of:A) the SWOT analysis.B) key target markets.C) marketing strategies.D) the implementation process.Answer: BDifficulty: DifficultSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?36) Janis is working on the positioning, differentiation, and branding strategies for a new brandof cookies. This is an example of which step of an IMC plan?A) SWOT analysisB) Defining primary marketing objectivesC) Developing marketing strategiesD) Developing marketing tacticsAnswer: CDifficulty: DifficultSkill: Critical ThinkingAACSB: Reflective thinkingLO: 1.2 What is an integrated marketing communications program?37) An integrated marketing communications program should be viewed as an overallorganizational process rather than a marketing plan or marketing function.Answer: TRUEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?38) In addition to the traditional elements of advertising, sales promotions, and personal selling,promotional activities now include activities such as database marketing, direct responsemarketing, sponsorship, and public relations programs.Answer: TRUEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?39) Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketingand personal selling activities.Answer: FALSEDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?

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1040) Coca-Cola's consistent use of the same logo, theme, and colors on packages and inadvertisements is an example of an integrated marketing communications approach.Answer: TRUEDifficulty: DifficultSkill: ApplicationAACSB: Reflective thinkingLO: 1.2 What is an integrated marketing communications program?41) In an IMC plan, the current situational analysis process involves examination of the firm'songoing market situation.Answer: TRUEDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?42) In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.Answer: FALSEDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?43) What are the components of the marketing mix and the promotional activities?Answer: The components of the marketing mix are: product, price, promotion, and distribution.Promotional activities include: advertising, personal selling, sales promotions, direct marketing,sponsorship marketing, e-active marketing, alternative marketing, and public relations.Difficulty: EasySkill: Definition (Concept)AACSB: Written and oral communicationLO: 1.2 What is an integrated marketing communications program?44) Define integrated marketing communications. What makes it different from traditionalpromotion programs?Answer: IMC is the coordination and integration of all marketing communication tools,avenues, and sources within a company into a seamless program. IMC maximizes the impact onconsumers and other end-users at minimal cost, it also affects all of the firm's business-to-business, customer-focused, and internally-oriented communications. IMC is different because itis a more sweeping or strategic approach to marketing communications, designed to incorporatethe entire company into the program.Difficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.2 What is an integrated marketing communications program?

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1145) Marketing account executives are facing increasing pressures related to:A) accountability.B) affordability.C) accessibility.D) applicability.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?46) An advertising agency is told by the client that an advertising campaign should result in a20% increase in sales. This is an example of:A) marketing myopia.B) standardization.C) adaptation.D) accountability.Answer: DDifficulty: ModerateSkill: ApplicationAACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?47) The rise in importance of accountability and producing measurable results has led marketersto become less reliant on television advertising and shift funds to:A) digital and alternative communication venues.B) pull marketing strategies.C) integrated marketing communication firms.D) their own marketing departments instead of advertising agencies.Answer: ADifficulty: DifficultSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?48) Current trends affecting marketing communications include each of the followingexcept:A) explosion of digital media.B) emphasis on push marketing strategies.C) emphasis on accountability and measurable outcomes.D) integration of media platforms.Answer: BDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?

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1249) The rise in importance of accountability and producing measurable results has led marketersto become less reliant on television advertising and shift funds to:A) digital and alternative communication venues.B) pull marketing strategies.C) integrated marketing communication firms.D) their own marketing departments instead of advertising agencies.Answer: ADifficulty: DifficultSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?50) Each of the following are trends impacting the use of integrated advertising and marketingcommunicationsexcept:A) explosion of digital media.B) increases in perceptions of brand power.C) changes in channel power.D) increase in global competition.Answer: BDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?51) Each of the following is a trend impacting the use of integrated advertising and marketingcommunicationsexcept:A) emphasis on customer engagement.B) increases in perception of brand parity.C) increase in channel power by manufacturers.D) integration of media platforms.Answer: CDifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?52) Kraft Foods cut traditional advertising dollars and shifted the money to digital media. Thisillustrates the emerging trend of:A) emphasis on customer engagement.B) increases in perception of brand parity.C) explosion of digital media.D) integration of media platforms.Answer: CDifficulty: EasySkill: ApplicationAACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?

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1353) The reasons why integrated marketing communication works includes each of the following,except:A) it streamlines workflow.B) it connects with multiple audiences.C) it creates new products.D) it unifies the company's marketing strategy.Answer: CDifficulty: ModerateSkill: Definition (Concept)AACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?54) Digital marketing seeks to:A) reach consumers when they are not busy.B) replace television as the primary method of advertising.C) create experiences with a brand rather than mere purchases with little or no emotion.D) decrease the level of brand parity through interactive advertising.Answer: CDifficulty: ModerateSkill: Definition (Concept)AACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?55) In terms of integration of media platforms, looking at two or more screens simultaneously toaccess content that is not related is:A) content grazing.B) investigative spider-webbing.C) social spider-webbing.D) quantum journey.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?56) John is watching a baseball game and accesses the internet to look up stats for one of theplayers. In terms of integration of media platforms this illustrates:A) content grazing.B) investigative spider-webbing.C) social spider-webbing.D) quantum journey.Answer: BDifficulty: DifficultSkill: Critical ThinkingAACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?

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1457) Because retailers control shelf purchase and have access to purchase data, retailersdetermine:A) what products and brands are placed on stores shelves.B) what marketing tools manufacturers use.C) who has the power in the distribution channel.D) what products manufacturers produce.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?58) Shantell just posted a picture of herself on the beach in Florida to Facebook. Sheimmediately sent a text to her dad and sister to check it out. In terms of integration of mediaplatforms this illustrates:A) content grazing.B) investigative spider-webbing.C) social spider-webbing.D) quantum journey.Answer: CDifficulty: DifficultSkill: Critical ThinkingAACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?59) In terms of integration of media platforms, focusing on completing a task such as looking upa retail store online then using a mobile app to locate the store while driving to it is:A) content grazing.B) investigative spider-webbing.C) social spider-webbing.D) quantum journey.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?

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1560) Retailers control shelf allocations and have access to purchase data. This means retailersdetermine:A) what products and brands are placed on stores shelves.B) what marketing tools manufacturers use.C) who has the power in the distribution channel.D) what products manufacturers produce.Answer: ADifficulty: ModerateSkill: Definition (Concept)AACSB: Reflective thinkingLO: 1.3 What trends are affecting marketing communications?61) Many marketing experts believe that the advancement of the internet and informationtechnology has caused a shift in channel power:A) from producers to wholesalers.B) away from manufacturers.C) from retailers to wholesalers.D) to consumers.Answer: DDifficulty: EasySkill: Definition (Concept)AACSB: Information technologyLO: 1.3 What trends are affecting marketing communications?62) Buying online from Amazon.com rather than a brick-and-mortar store is an example of:A) a power shift to the consumer.B) a power shift to the producer.C) a decline in the effectiveness of mass media.D) a new form of wholesaling.Answer: ADifficulty: ModerateSkill: ApplicationAACSB: Information technologyLO: 1.3 What trends are affecting marketing communications?63) The competitive environment is now more:A) local.B) global.C) concentrated.D) regionalized.Answer: BDifficulty: EasySkill: Definition (Concept)AACSB: Application of knowledgeLO: 1.3 What trends are affecting marketing communications?

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