978-0133866339 Chapter 01 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 1 Integrated Marketing Communications

1) In terms of a 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.

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

2) When Sean shops for an automobile, which are the senders in the communication process?

A) Honda and Toyota

B) NBC and CSPAN

C) The New York Times and the Chicago Sun Times

D) A website and social media

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

3) In terms of the communication process, a person at an advertising agency preparing an ad is

most likely going to be involved in:

A) encoding.

B) transmission.

C) decoding.

D) noise or clutter.

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

4) In terms of 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.

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

5) In the communication process, the items that carry the message from the sender to the receiver

are:

A) encoding processes.

B) decoding processes.

C) transmission devices.

D) feedback devices.

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

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.

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

7) When a message is being heard or seen by a consumer, what is taking place?

A) Encoding

B) Transmission

C) Decoding

D) Feedback

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

8) A person smells the fragrance of a perfume attached to a magazine advertisement. What is

taking place?

A) Encoding

B) Transmission

C) Decoding

D) Feedback

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

9) The person reading a magazine advertisement plays which role in the communications model?

A) Sender

B) Decoder

C) Receiver

D) Object

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

10) Kodak’s marketing team identifies a group of people who are most likely to use the

company’s new digital photo technology and create advertisements specifically for them. In a

communications model, these individuals are:

A) senders.

B) decoders.

C) receivers.

D) subjects.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-1

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.

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

12) Michelle is watching a television commercial for a new car but a stereo is playing in the

room next door making it difficult to concentrate. This is an example of:

A) feedback disruption.

B) noise.

C) encoding design.

D) a contact point.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-1

13) 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 both Facebook and Twitter in an integrated manner.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 1-1

14) While browsing the internet, a consumer encounters a new pop-up ad every time a new page

is opened. This is an example of:

A) advertising effectiveness.

B) perceptual distortion.

C) clutter.

D) brand parity.

Question Tag: Application

AACSB Category: Information technology

Objective: 1-1

15) All of the following are examples of communication noise except:

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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-1

16) Which is an example of feedback in a marketing channel?

A) New product development

B) A customer complaint

C) A decision to begin international operations

D) Removing a product from the market

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

17) Julie is explaining an integrated marketing communications program to Michael. In this

situation:

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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-1

18) Communication is defined as transmitting, receiving, and processing information.

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-1

19) When an individual creating an advertisement takes an idea and transforms it into an ad, the

process is known as decoding in a communications model.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-1

20) The process of creating television commercials, print ads, and retail coupons are examples of

encoding.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-1

21) Televisions carrying advertisements and billboards that are available for new ads are

examples of senders in the communication process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-1

22) When a customer smells a perfume sample in a magazine while reading an ad, decoding is

taking place.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-1

23) Typically, advertising messages are decoded in the same way by large numbers of consumers

because of the standard nature of the decoding process.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-1

24) Noise is anything that distorts or disrupts a message and can occur at any stage in the

communication process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-1

25) The large number of marketing messages consumers are exposed to daily is an example of

noise and is also called clutter.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-1

26) Describe the Miracle Whip “love” and “hate” campaign using the elements of the

communications model.

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

27) Describe the components of the communications model.

Question Tag: Application

AACSB Category: Written and oral communication

Objective: 1-1

28) The coordination and integration of all marketing communication tools, avenues, and sources

within a company into a seamless program that maximizes the impact on consumers and other

end users at a minimal cost is:

A) the marketing plan.

B) the marketing mix.

C) integrated marketing communications.

D) marketing strategy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

29) Integrated marketing communications affects all of the following except:

A) business-to-business market.

B) marketing channel.

C) internally directed communications.

D) competitors’ advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

30) In the marketing mix, where does integrated marketing communications belong?

A) Pricing decisions

B) Product design

C) Promotion

D) Distribution

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

31) The marketing mix consists of the product, the price, distribution, and:

A) emotions.

B) promotions.

C) delivery systems.

D) services.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

32) Traditionally, promotions included all of the following except:

A) advertising.

B) product design.

C) personal selling.

D) sales promotions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

33) The first step in IMC planning is:

A) current situational analysis.

B) SWOT analysis.

C) developing marketing strategies.

D) defining primary marketing objectives.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

34) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

35) Janis is working on the positioning, differentiation, and branding strategies for a new brand

of cookies. This is an example of which step in the IMC planning process?

A) SWOT analysis

B) Defining primary marketing objectives

C) Developing marketing strategies

D) Developing marketing tactics

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-2

36) An integrated marketing communications program should be viewed as an overall

organizational process rather than a marketing plan or marketing function.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

37) In addition to the traditional elements of advertising, sales promotions, and personal selling,

promotional activities now include activities such as database marketing, direct response

marketing, sponsorship, and public relations programs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

38) Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing

and personal selling activities.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

39) Coca-Cola’s consistent use of the same logo, theme, and colors on packages and in

advertisements is an example of an integrated marketing communications approach.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-2

40) In IMC planning, a current situational analysis process involves examination of the firm’s

ongoing market situation.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

41) In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

42) What are the components of the marketing mix and the promotional activities?

Question Tag: Definition (Concept)

AACSB Category: Written and oral communication

Objective: 1-2

43) Define integrated marketing communications. What makes it different from traditional

promotion programs?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-2

44) Marketing account executives are facing increasing pressures related to:

A) accountability.

B) affordability.

C) accessibility.

D) applicability.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3