Chapter 01 – An Introduction to Integrated Marketing Communications
74. (p. 24) An article in Financial Times announced that Puma had developed the Thrift shoe,
based on its award-winning design. The Thrift shoe was to be made in a limited edition of 510
pairs of fabric from second-hands clothes and would not be available in the U.S. According to
the article, each pair would come complete with a numbered certificate of authenticity and a
private password for the dedicated Web page so all proud owners could “swap their soles.”
The article created interest in the shoes and is an example of:
75. (p. 24) A lawsuit charged a mortgage lender with racism because it allegedly charged
African-American borrowers higher rates than other borrowers. News of the lawsuit was
reported by the wire service, and it appeared in several newspapers. This is an example of:
Chapter 01 – An Introduction to Integrated Marketing Communications
76. (p. 24) A review of a movie in Newsweek magazine or on the Good Morning America
television show is an example of:
77. (p. 25) When an organization systematically plans and distributes information in an attempt
to control and manage the nature of the publicity it receives and its image, it is engaging in a
function known as:
Chapter 01 – An Introduction to Integrated Marketing Communications
78. (p. 25) _____ 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.
79. (p. 25) A lawsuit charged a mortgage lender with racism because it allegedly charged
African-American borrowers higher rates than other borrowers. In response to allegations that
it charged African-Americans higher mortgage rates than others, the mortgage lender created
a mystery shopper program in which it sent out African-American customers to report on their
experience with the firm’s lending offices. Their reports were released to the news media. This
is an example of:
Chapter 01 – An Introduction to Integrated Marketing Communications
80. (p. 25) Which of the following is true about public relations?
81. (p. 25) _____ is a form of person-to-person communication in which a seller attempts to
assist and/or persuade prospective buyers to purchase the company’s product or service or to
act on an idea.
Chapter 01 – An Introduction to Integrated Marketing Communications
82. (p. 25) _____ 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.
83. (p. 25) Which of the following statements accurately describe how mass communication
differs from personal communication?
Chapter 01 – An Introduction to Integrated Marketing Communications
84. (p. 25) The promotional mix element that allows for the most immediate and precise
feedback from the customer is:
85. (p. 25) Business-to-business marketers who sell expensive, risky, and often complex
products rely most heavily on which of the following promotional tools?
Chapter 01 – An Introduction to Integrated Marketing Communications
86. (p. 25) What is the major advantage of personal selling over advertising as a communication
method?
87. (p. 26) _____ refers to each and every opportunity the customer has to see or hear about the
company and/or its brands or have an encounter or experience with it.
Chapter 01 – An Introduction to Integrated Marketing Communications
88. (p. 26) _____ are planned marketing communication messages created by the company such
as advertisements, websites, news/press releases, packaging, brochures, and sales promotion
etc.
89. (p. 26) _____ are interactions that occur with a company or brand during the process of
buying or using the product or service.
Chapter 01 – An Introduction to Integrated Marketing Communications
90. (p. 27) Which of the following touch points relate to unanticipated references or information
about a company or brand that a customer or prospect receives from sources that are beyond
the control of the organization?
91. (p. 27) Joy calls a Samsung store in order to find out about the new Samsung Wave S8500.
The customer service department personnel of Samsung emails him the entire product details
in a very organized manner along with the price of the product and other special specifications
as requested by Joy. Which type or category of touch point has been discussed here?
Chapter 01 – An Introduction to Integrated Marketing Communications
92. (p. 28) Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used
by the agency and make recommendations to plan and execute communications with target
audiences. Kerry is engaged in:
93. (p. 28) How does the integrated marketing communications (IMC) plan approach differ from
traditional approaches to promotion?
Chapter 01 – An Introduction to Integrated Marketing Communications
94. (p. 28) _____ is the process for planning, executing, evaluating, and controlling the use of
the various promotional-mix elements to effectively communicate with target audiences.
95. (p. 28) The first step in the IMC planning process is:
Chapter 01 – An Introduction to Integrated Marketing Communications
96. (p. 29) The _____ is a written document that describes the overall marketing strategy and
programs developed for an organization, product line, or brand.
97. (p. 29) A marketing plan usually includes:
Chapter 01 – An Introduction to Integrated Marketing Communications
98. (p. 30) The second stage of the IMC planning process is the:
99. (p. 34) _____ refer to what is to be accomplished by the overall marketing program and is
stated in terms of sales, market share, and profitability.
Chapter 01 – An Introduction to Integrated Marketing Communications
100. (p. 34) _____ refer to what the firm seeks to accomplish with its promotional program and
are often stated in terms of the nature of the message to be communicated.
101. (p. 34) _____ should be the guiding force for development of the overall marketing
communications strategy and of objectives for each element of the promotional mix.
Chapter 01 – An Introduction to Integrated Marketing Communications
102. (p. 34) What is the next stage in the IMC planning process, once marketing and
communication objectives have been set?
103. (p. 34) The development of the advertising message that the marketer wants to convey to its
target audience is called _____, and the determination of which communications channels to
use to deliver the message is _____.
Chapter 01 – An Introduction to Integrated Marketing Communications
104. (p. 34) According to the planning model, the most involved and detailed step of the
promotional planning process is:
105. (p. 35) According to the IMC planning model,
Chapter 01 – An Introduction to Integrated Marketing Communications
106. (p. 35) The final stage of the IMC planning model is: