Chapter 1 – The World of Integrated Marketing Communication
TRUE/FALSE
1. A company that markets a vitamin supplement produces a commercial that has the stated purpose of
simply delivering straight information about the product. It is still an attempt to directly generate sales.
2. IMC is the use of many tools, including advertising, in a coordinated manner to build and maintain
brand awareness, identity, and preference.
3. A public service announcement (PSA) for the Partnership for a Drug Free America is aired on three
major television networks for free. This is an example of a public information message, not
advertising.
4. Mass communication has two major components: production and reception.
5. The communication production process produces the content of all advertising messages. The
communication reception process produces the same interpretations among all audience members.
6. A target audience is the whole group of consumers that will see an advertisement or an advertising
campaign.
7. When trying to deliver an advertising message to a professional audience, the medium of trade
journals is most predominantly used.
8. Motorola’s worldwide advertising campaign for cell phones is an attempt to provide a common theme
and presentation in all markets including consumers in North America, Europe, Asia, Africa,
Australia, and South America. This is an example of a global advertising campaign.
9. Albertson’s is a retail chain that sells groceries. It has stores in 31 western, northwestern, mid-western
and southern states. It is most likely to use national advertising to reach its target market.
10. The responsibilities of conception, pricing, positioning, and distribution of ideas, goods, or services are
referred to as the marketing mix.
11. To be effective, brand differentiation must be based on tangible as well as intangible differences
between brands.
12. Attempting to develop recognition and approval of a brand over time, direct response advertising relies
on imagery and message themes that emphasize the benefits and characteristics of a brand.
13. Advertising increases levels of consumer purchase of specific brands, which in turn affects gross
domestic product.
14. Advertising is important to marketers because it is the best way dramatize a brand’s values beyond its
physical features.
15. Corporate advertising is intended to create a favorable attitude towards an entire corporation, rather
than any specific brands.
MULTIPLE CHOICE
1. Which of the following is an accurate description of advertising?
a.
Advertising plays a pivotal role in world commerce.
b.
Advertising is a big part of our language and culture.
c.
Advertising reflects the way we think about things and see ourselves.
d.
All of these are accurate descriptions of advertising.
2. Honda purchases a 30-second television commercial on ESPN to run in a telecast of an NCAA men’s
basketball game. The commercial touts the reliability of Honda and its new 100,000 mile manufacture
warranty. This advertising for Honda is all the following except:
a.
paid for.
c.
an attempt to create needs.
b.
mass-mediated.
d.
a communication.
3. GM is trying to reinvent the Cadillac brand with new car designs and a new brand story. They
commission an integrated marketing communications campaign using several media. A key
component of their ads is music by contemporary groups like the Teddy Bears and Melikka. GM is
considered:
a.
the client
b.
the advertising agency.
c.
regulatory agencies that control advertising.
d.
the audience member who receives a message.
4. Acme products markets a new line of eco-friendly household cleaning products in Southwest Florida.
To raise awareness and encourage trial, they buy advertising time on cable TV, place full page ads in
women’s magazines, and provide “cents off” coupons via local newspapers. Each new communication
undergoes a review process to ensure that it displays the new “green” brand logo. Acme is doing
which of the following:
a.
Segmenting its target audience
c.
Managing the IMC process
b.
Commissioning an advertising campaign
d.
None of these
5. An incumbent senator appears on television, saying that she should be re-elected because she has
brought jobs to the state. Obviously, this effort is mass mediated and is an attempt to persuade. For it
to be considered advertising, which other condition must be met?
a.
The claim must be regulated by the Federal Communications Commission.
b.
The airtime must be paid for.
c.
It must be a public service announcement.
d.
The other candidates’ opinions must be presented.
6. CampusTown Foods, a local grocery store, has decided to run a series of advertisements. For this to be
considered an advertising campaign, which one of the following conditions must be met?
a.
The advertisements must communicate a cohesive and integrated idea or theme.
b.
The advertisements must appear over an extended period of time.
c.
The advertisements must appear in multiple media.
d.
The advertisements must focus on store products rather than store services.
7. Integrated Marketing Communication
a.
is only important for national advertising campaigns.
b.
pertains only to campaigns involving three or more media options.
c.
uses various promotional tools, including advertising, in a coordinated manner to build
and maintain brand preference and loyalty.
d.
is regulated on a federal level by the Federal Trade Commission (FTC).
8. According to the model of mass-mediated communication, which of the following statements is not
true?
a.
Advertising content is the product of interacting institutions.
b.
Advertising content is, in part, a function of the conventions, rules, and regulations of the
media being used.
c.
Advertising content is, in part, a function of the advertiser’s expectations of its audience.
d.
all of these
9. You and your best friend watch the same television commercial together. You think that the
spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is just plain stupid.
This is an example of
a.
the result of differing content upon viewers.
b.
the creation of different meanings based on social and cultural context.
c.
an ad that cannot be effective.
d.
one person not exercising intent of interpretation.
10. Titleist, the manufacturer of golf balls, runs a commercial featuring professional golfer John Daly. A
group of people watching the commercial at a country club all interpret the commercial in a similar
manner. When members of an audience share a similar interpretation of an advertisement like this, it is
most likely the result of
a.
the content of the commercial.
b.
the choice of spokesperson.
c.
the similar background and social standing of the audience.
d.
the characteristics of the product being advertised.
11. You have been asked to analyze advertising industry expenditures by target market. You want to start
with the market that is most often targeted by advertisers. You begin by looking at
a.
household consumers.
c.
professionals.
b.
government employees.
d.
members of trade channels.
12. You are product manager for a company that manufactures copy machines for offices. Therefore, you
will most likely
a.
ignore not-for-profit businesses.
b.
use consumer advertising to reach as many people as possible.
c.
eliminate government organizations as a potential target market.
d.
use both personal selling and advertising.
13. In targeting professionals (such as doctors, lawyers, and teachers) with advertising, the advertiser must
be aware that
a.
the language and images used in the advertising for this audience often rely on esoteric
terminology.
b.
the advertising is best placed in general interest magazines such as Time.
c.
members of this audience have broad, generalized needs.
d.
there are only common circumstances that members of the audience recognize.
14. You have been placed in charge of all promotion for a product that has common appeal in different
cultures around the world. You will most likely engage in
a.
global promotion.
c.
national promotion.
b.
international promotion.
d.
regional promotion.
15. Which of the following is NOT an element of the marketing mix?
a.
Product
c.
People
b.
Price
d.
Distribution
16. Market segmentation is
a.
breaking down a large, heterogeneous market into submarkets that are more homogeneous.
b.
aggregating small, homogeneous submarkets into a large, homogeneous market.
c.
creating a perceived difference in the mind of the consumer between the advertiser’s brand
and competitors’ brands.
d.
identifying a competitive niche the brand will occupy.
17. Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very similar
to each other. The company does not want one line of its tents to steal market share from another line
of its tents. To protect against this, it must be concerned with
a.
creating differences between the lines of tents, based on tangible, real differences.
b.
making sure advertising for one line of tents does not appear in the same medium as
advertising for another line.
c.
primary demand stimulation.
d.
effective internal positioning.
18. When advertising acts to encourage and maintain brand loyalty it supports successful price increases.
Economists call this:
a.
inelasticity of demand
c.
direct response advertising
b.
selective demand stimulation
d.
primary demand stimulation
19. As president of a successful advertising agency, you have been asked by a potential client to tell her
about the roles advertising can play for her business. Which one of the following should you not tell
the potential client?
a.
Advertising has the greatest reach and creative power of any available promotional tool.
b.
Advertising can contribute to economies of scale.
c.
Effective advertising can create inelasticity of demand.
d.
Effective advertising can make up for an ineffective marketing mix to generate sales.
20. FireFighters is a company that manufactures smoke detectors. It runs a newspaper advertisement that
reminds people of the need to have a smoke detector on every floor of their house. In the
advertisement, the company also asks people to think about this the next time they’re in the smoke
detector section of a hardware store. According to the information provided here, this is an example of
a.
direct response advertising.
c.
primary demand stimulation.
b.
private label advertising.
d.
selective demand stimulation.
21. Lowering the cost of each item produced because of high-volume production brought on by demand
stimulation is
a.
brand loyalty.
c.
economies of scale.
b.
inelasticity of demand.
d.
economies of sales.
22. When demand for goods and services is stimulated by advertising, the economic system of the country
benefits by
a.
increased brand loyalty.
b.
an increase in the gross domestic product.
c.
increased inelasticity of demand.
d.
reducing the amount of money needed to compete within a product category.
23. In 2000, Volkswagen spent about $551 million per year in advertising. Volkswagen sales were around
$15.7 billion. Volkswagen’s advertising spending as a percentage of sales was approximately 3.4
percent. General Motors spent about $3.9 billion in advertising over the same period of time. GM’s
sales were around $136 billion. GM’s advertising spending as a percentage of sales was approximately
2.8 percent. According to the book, this information supports the argument that
a.
it is difficult to identify a predictable relationship between advertising and sales.
b.
the cost of advertising results in higher prices for consumers.
c.
advertising does not stimulate competition.
d.
advertising does not ultimately benefit the economy as a whole.
OBJ: 1-4
24. A critic of advertising tells you that the costs of advertising are built into the costs for products, which
are then passed on to the consumer. You have decided to argue the point with him. Which argument
should you not present?
a.
This must be balanced against the time it would take a person if he or she had to search for
information about products without advertising.
b.
Economies of scale spread fixed costs over a large number of production units
c.
The increased demand for products that results from advertising can lower the cost of the
production of the products.
d.
This is a misconception. Often, the costs of advertising are not built into the costs for
products.
25. Hallmark runs a commercial saying that people who receive greeting cards appreciate the cards more
when they see the Hallmark name on the back. This is an example of
a.
primary demand stimulation.
b.
direct response advertising.
c.
attempting to add symbolic value to a product.
d.
integrated marketing communications.
Scenario 1-1
In fall 2004, Sears and Kmart announced a merger of their operations. The new company, known as
Sears Holdings, will be based at Sears headquarters outside Chicago. While the new company will
operate both Sears and Kmart stores, “several hundred” Kmarts will be converted to Sears. The
companies currently operate about 3,500 stores combined. Kmart is known for its in-store special
offers which it signals with blue lights. Recently Kmart has been losing ground to industry goliath
Wal-Mart Stores Inc. The Troy, Michigan based Kmart has a history stretching back more than 100
years from its start as Kresge dime stores. To compete, Kmart has introduced Super K Stores which
offer thousands of name brand products for personal use, home and auto, as well as full service
grocery stores. (Jackie Sindrich and Michael Erman, “No Sure Way Seen to Keep Kmart’s Blue Light
Shining,” Reuters, AOL Online, January 4, 2002. Parija Bhatnagar and Chris Isodore, “The Kmart
Sears Deal,”CNNMoney, money.cnn.com, November 17, 2004.)
26. (Scenario 1-1) A brand new Super K Store sends a direct mail piece to 500 households in a radius of
one mile of the new store. In the flyer, the store announces the opening of its grocery department and
offers several incentive specials including a free gallon of milk, a free loaf of bread and a dozen eggs
to entice these potential customers to visit the store. This direct mail piece:
a.
is paid for, mass mediated, and an attempt to persuade; therefore, it should be considered
advertising.
b.
is paid for and an attempt to persuade; however, it is only locally mediated and therefore
cannot be considered advertising.
c.
is not received by a large enough number of people to be considered advertising.
d.
must be part of a larger campaign to be considered advertising.
27. (Scenario 1-1) One person receives a direct mail piece from Super K that offers a free T-shirt with a
Super K logo on it and thinks the offer is pretty cool. Another person receives the same direct mail
piece and thinks that anyone who would display the name of a grocery store on his or her clothing
must be unsophisticated. The differing interpretations are most likely the result of
a.
differing content.
b.
the rules and regulations of the direct mail medium.
c.
incorrect target marketing.
d.
the salient social networks of the recipients.
28. (Scenario 1-1) A couple goes out shopping at the new store for the first time. They purchase over $250
worth of groceries and personal items. All in all, the new store is exciting, clean and refreshing. They
take advantage of samples of pizza, trail mix and deli meat. The shopping excursion is fun for the
couple and they enjoy their experience. As they leave the Super K, they see the display case and take a
look at the specialty Super K products inside. They buy a hat with the Super K logo and replica of a
“blue light” on it. This is an example of
a.
the functional nature of objects.
c.
cooperative advertising.
b.
stimulation of primary demand.
d.
the symbolic value of objects.
29. (Scenario 1-1) The use of a direct mail flyer with free incentive “blue light“ and free offers enticing
potential customers to come into the new store, the blue lights during the shopping trip, the purchase of
Super K blue light specials and merchandise and blue light logo items are all coordinated to build
brand awareness, identity and preference. This is advertising technique is called:
a.
Formulization
c.
Integrated Marketing Communication.
b.
Establishment of Primary Efficiency.
d.
Target Market Analysis.
Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with a line of
products. The first brand will be advertised to teenagers as being the best-tasting sports drink on the
market. The second brand will be advertised to adults as being the lowest calorie sports drink you can
buy. The third brand will be advertised to senior citizens as containing calcium, a mineral needed to
maintain a healthy bone structure. Each brand will have separate, distinctive packaging. However, the
drinks inside are actually identical to one another.
30. (Scenario 1-2) If the brand aimed at senior citizens is successful in the U.S. market, Chug Enterprises
plans to introduce it worldwide. However, appropriate images of senior citizens vary from culture to
culture. Therefore, Chug Enterprises would be wise to engage in
a.
local advertising.
c.
national advertising.
b.
regional advertising.
d.
international advertising.
31. (Scenario 1-2) Chug Enterprises chose the positions of the three products to appeal to separate target
markets. This was done to keep its brands from competing for market share with one another. This
shows that Chug understands the importance of
a.
external positioning.
c.
inelasticity of demand.
b.
internal positioning.
d.
the functional nature of consumption.
32. (Scenario 1-2) What would be the least effective strategy Chug Enterprises could pursue in marketing
its product to consumers?
a.
Stimulate primary demand.
c.
Attempt to increase elasticity of demand.
b.
Use delayed response advertising.
d.
Engage in IMC.
33. (Scenario 1-2) To help build brand awareness, preference and loyalty, Chug Enterprises plans a
coordinated campaign using a variety of promotional tools including advertising. This process of
combining coordinated communication to help customers identify and evaluate the relevance of Chug
Enterprises products to their lives and value systems is considered:
a.
delayed response advertising.
c.
indirect response advertising.
b.
institutional promotion.
d.
integrated marketing communication.
Scenario 1-3
Sony has just begun to aggressively promote its new digital music player, the NW-HD1. This is the
latest version of Sony’s ubiquitous Walkman portable music player. Commercials feature Macy Gray
singing a cover of Aerosmith’s “Walk This Way.” But can Sony supplant Apple’s wildly popular iPod
in the hearts of music lovers? That will be a tough challenge. To many of teens and young adults, the
Walkman is like, you know, so 1987. “Today’s generation thinks of the iPod the way that a generation
ago thought of the Walkman,” said Gartenberg. “Apple has built a phenomenally strong brand. People
are not saying, ‘I want an MP3 player.‘ They’re saying, ‘I want an iPod.‘” Baker agrees that Sony,
despite its pedigree as a portable music pioneer, has little chance of making a major splash in the
digital music area anytime soon. (Paul R. LaMonica, “Walk this Way,” CNN Money, September 15,
2004.)
34. (Scenario 1-3) To have the greatest opportunity for success in selling NW-HD1s, Sony must rely on a
number of different tools available in the marketing mix. Which one of the following is true?
a.
The primary job of Sony’s marketing mix is to support the advertising.
b.
Sony’s product distribution should be considered part of the marketing mix.
c.
Advertising is considered one of the four main categories of Sony’s marketing mix.
d.
Instructions for the use of NW-HD1s are not considered part of the product in the
marketing mix.
35. (Scenario 1-3) If the advertisements aimed at young people who do not currently have NW-HD1
players are successful, it may result in NW-HD1s being thought of as the best technology appropriate
for today’s modern entertainment at the expense of iPods. This is an example of
a.
IMC.
b.
a loss of symbolic value.
c.
differentiation based on tangible differences.
d.
successful product positioning.
OBJ: 1-4
36. (Scenario 1-3) The fundamental purpose to be served by the marketing of NW-HD1s and affordable
music players by Sony retailers is to:
a.
generate revenue for the retailer and Sony.
b.
create awareness of Sony.
c.
differentiate Sony from other entertainment options.
d.
support the promotional mix behind Sony.
Scenario 1-4
At Sam-Mart, a huge discount retailer, sales are around $70 billion a year and rising. In addition, the
company employs more than 500,000 people worldwide. Sam-Mart stores carry just about every major
brand imaginable. In addition, Sam-Mart carries its own brand called Wally’s Choice. The Wally’s
Choice label is on products like cookies, potato chips, paper towels, and other personal and household
products.
37. (Scenario 1-4) In a local newspaper, Sam-Mart purchases and runs a message that does not refer to any
of the products it carries. Instead, it mentions that employees of the local Sam-Mart contribute both the
store’s resources and their own free time to community projects. This is an example of
a.
a message designed to persuade.
c.
delayed response advertising.
b.
a public service announcement.
d.
corporate advertising.
38. (Scenario 1-4) In one city, Biggies’, a competing retail outlet, opens a store across the street from a
Sam-Mart. A battle for business ensues. One of the tools both chains use in their fight for customers is
advertising. Sam-Mart runs three different commercials that stress the point that it has very low prices.
Biggies’ runs three different commercials that stress the point that it has very friendly salespeople.
Which one of the following practices are the two stores engaging in?
a.
External positioning
c.
Corporate advertising
b.
Product positioning
d.
Internal positioning
OBJ: 1-4
39. (Scenario 1-4) A product with a Wally’s Choice label on it will come to be known by consumers by the
values – both tangible and intangible of the brand, and through integrated marketing communications
Sam-Mart will provide extra incentive to consumers to:
a.
keep them brand conscious.
b.
sample and test new competitors products.
c.
stimulate latent promotion.
d.
remain brand loyal.
40. (Scenario 1-4) Which of the following statements about Wally’s Choice is true?
a.
Because it was created by the retailer, Wally’s Choice can’t develop any connection to the
consumers’ cultural environment of symbols and meanings
b.
Over time consumers’ link of Wally’s Choice to economy grocery items may increase in
relevance during hard economic times
c.
It has no symbolic value.
d.
It was developed and marketed by manufacturers.
OBJ: 1-4
Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores’ delivery needs in
the Boulder Colorado area. They have specialized equipment that allows them to lift and transfer large
and bulky pieces of furniture with less risk of damage than most traditional movers. Many of these
furniture stores do not sell enough volume to keep their own trucks and drivers busy all of the time, so
Exodus fills a real market need. As a result, most such stores are very interested in outsourcing
delivery service needs. Exodus has attracted many customers from these stores by guaranteeing 48
hour delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus hopes to
attract the business of other retailers who might require delivery services, such as electronics or
appliance stores.
41. (Scenario 1-5) For now, Exodus limits their advertising to furniture store journals because they
perceive that these stores are
a.
household consumers.
c.
their target audience.
b.
their trade channel.
d.
professionals and business organizations.
42. (Scenario 1-5) Exodus advertises in the trade magazine “Western Interiors”, which is read by furniture
retailers and interior decorators throughout 12 western states. Which of the following best describes
this type of promotion?
a.
International promotion
c.
Regional promotion
b.
National promotion
d.
Local promotion
43. (Scenario 1-5) In all of the promotional materials, Exodus Moving uses the slogan “Swift, Yet
Gentler.” This process of creating a distinct place relative to other movers in the market is known as
____.
a.
product differentiation
c.
an advertising campaign
b.
positioning
d.
global advertising
44. (Scenario 1-5) Exodus has learned that the more furniture moving volume they have, the lower the cost
per item. This has encouraged the president of Exodus to do more advertising so that they can achieve
____ as they get more stores to use their services.
a.
brand loyalty
c.
inelasticity of demand
b.
elasticity of demand
d.
economies of scale
45. (Scenario 1-5) Exodus Moving’s advertising is designed to convince managers of local furniture stores
that they should consider outsourcing their delivery needs instead of using their own in-house trucks
and drivers. Which of the following best describes the types of advertising that Exodus is using based
on functional goals?
a.
Corporate advertising
c.
Direct response advertising
b.
Selective demand stimulation
d.
Primary demand stimulation
OBJ: 1-4
Scenario 1-6
Gillette M3Power—a MACH3 razor innovation—is a groundbreaking, powered wet shaving system
for men that delivers a totally new shaving experience resulting in Gillette’s best shave ever. M3Power
builds on the heritage of MACH3 and combines Gillette’s latest and best razor and blade technologies.
M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the
shave. Gillette M3Power features other innovations beyond power: new blades featuring
PowerGlide™—an enhanced blade coating for incredible glide and maximum comfort, a moisturizing
Indicator® Lubrastrip™ and a technologically-advanced handle (www.Gillette.com). Recently,
Gillette Co. direct-mailed users of competing male products, throughout the United States, a free
MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated
advertisements to male consumers were developed to increase awareness of this product. Gillette said
that its goal was to have a market awareness rate of 70% within four months.
46. (Scenario 1-6) The series of coordinated advertisements and promotional tools to male consumers for
Gillette’s Mach3Power razor is best described as
a.
an advertisement.
c.
a mass-mediated communication.
b.
Integrated Marketing Communication
d.
accommodation and negotiation.
47. (Scenario 1-6) Gillette Co. considers the model of mass-mediated communication when developing its
consumer advertising. For example, Gillette always tests ____, such as whether individual audience
members understand the advertisement.
a.
production
c.
negotiation
b.
accommodation
d.
reception
48. (Scenario 1-6) Gillette’s direct mail advertising campaign is best considered ____ promotion.
a.
global
c.
international
b.
national
d.
regional
49. (Scenario 1-6) Gillette advertises to consumers, to retailers, and even to wholesalers with the slogan
“The Best a Man Can Get” to encourage more distribution of their products. They also have personal
salespeople meeting with retailers and wholesalers on a regular basis. They offer promotional items in
stores for consumers and are known to sponsor events like NASCAR races. This emphasis on the
brand and not just communication is known as
a.
primary demand stimulation
c.
integrated marketing communication
b.
selective demand stimulation
d.
advertising
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: C PTS: 1 DIF: Moderate REF: p. 6
OBJ: 1-1
ESSAY
1. By definition, a communication must meet three criteria to be considered an advertisement. Describe a
public service announcement that you have seen recently, then outline how it meets, or fails to meet,
each of these criteria.
2. List and describe the two main components that comprise the model of communications presented in
the book. Explain why they are considered partially independent.
3. Audiences can be considered geographic entities by marketers. The book offered five different types of
promotion that result from this. List three of these different types of promotion defined by geography.
Describe when the use of each of the three types you list is appropriate.
4. Outline the four main components of a marketing mix. List two factors that must be considered for
each component. Describe advertising’s role in the marketing mix.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The four main components of a marketing mix are product, price, promotion, and distribution. Exhibit
1.3 contains an extensive list of factors that must be considered for each component. Advertising must
work to support the organization’s more general marketing strategies. Some of the most basic strategies
that it can support are market segmentation, product differentiation, and positioning.
PTS: 1 DIF: Moderate REF: p. 13 OBJ: 1-4
5. Explain the evolution of Integrated Marketing Communications since the 1990s and why IMC is
crucial to brand success.