Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 14 Communicating Customer Value: Integrated Marketing Communications
Strategy
1) A company’s total marketing communications mix consists of a special blend of advertising,
sales promotion, public relations, personal selling, and direct-marketing tools that the company
uses to communicate customer value and build customer relationships. Which of the following
terms best describes this communications mix?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification
2) Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct marketing
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________.
A) sales promotion
B) advertising
C) direct marketing
D) personal selling
E) public relations
4) The use of short-term incentives to encourage the purchase or sale of a product or service is
called ________.
A) direct marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
5) Which of the following promotion tools involves building up a good corporate image and
handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
6) Which of the following promotion categories is most likely to include the use of displays,
discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising
7) ________ includes sales presentations, trade shows, and incentive programs.
A) Direct marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to
wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising
9) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the
Internet?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising
10) Which of the following promotion categories is most likely to use the promotion tools of
press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct marketing
C) advertising
D) public relations
E) horizontal diversification
11) Today’s consumers do not need to rely on marketer-supplied information about products and
services because they can use ________ to seek out a wealth of information.
A) push strategies
B) direct marketing
C) the Internet
D) personal selling
E) public relations
12) Which of the following statements is true regarding today’s marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving toward
mass marketing.
B) More customers have started relying on marketer-supplied information rather than finding out
information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to
increase their dominance.
D) Focused marketing programs which are designed to build closer relationships with customers
in more narrowly defined micromarkets are no longer used by marketers.
E) Today’s consumers are better informed about products and services.
13) Shifting away from mass marketing, marketers are developing ________ which are designed
to build closer relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies
14) Which of the following is a specialized and highly targeted media that an advertiser might
use to reach smaller customer segments?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
15) Companies are doing less ________ and more ________ as a result of the explosive
developments in communication technologies to better target smaller customer segments.
A) personal selling; CSR activities
B) public relations activities; CSR activities
C) CSR activities; mass marketing
D) broadcasting; narrowcasting
E) viral marketing; word-of-mouth marketing
16) Which of the following statements is true regarding the old mass-media communications
model?
A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.
17) Companies often fail to integrate their various communications to consumers because
________.
A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact
18) Consumers today receive commercial messages from a broad range of sources. However,
consumers ________ the way marketers do.
A) don’t distinguish between message sources
B) never pay attention to sales promotions
C) don’t care about buzz marketing
D) are not able to block out messages
E) block out all media messages
19) Today several companies are adopting the concept of ________, which carefully combines
and coordinates the company’s many communication channels to deliver a clear, consistent, and
compelling message about the organization and its brands.
A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing
20) Integrated marketing communications require a company’s mass-market advertisements,
Web site, e-mail, and personal selling communications to all have ________.
A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same message, look, and feel
21) Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for its
catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web
site. Delia’s works to make sure its public relations activities as well as its sales promotions
harmonize with its advertising in all aspects. From this information, we can infer that Delia’s is
using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
22) Excel Enterprises uses a Web site, online social networks, and print advertisements to
promote its products. Since Excel Enterprises practices integrated marketing communications, all
these different brand contacts maintain ________ in design and tone.
A) variety
B) simplicity
C) consistency
D) creativity
E) flexibility
23) To carefully integrate and coordinate the company’s many communications channels to
deliver a clear, consistent, and compelling message about the organization and its products, some
companies appoint a(n) ________.
A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner
24) In order to avoid shortsightedness, today marketers are moving toward viewing
communications as managing the ________ over time.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle
25) While using integrated marketing communications, the communications process should start
with a(n) ________.
A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence
26) Which of the following is one of the four major communication functions?
A) coordination
B) distribution
C) noise
D) response
E) preference
27) ________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
28) HP’s advertising agency assembles words and illustrations into an advertisement that convey
the company’s intended brand message. In the context of the communication process, HP is
________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding
29) The decision to use a cleaning genie to communicate the strength and power of “Mr. Clean”
cleaning liquid represents the ________ process of the communication model.
A) sourcing
B) encoding
C) acknowledging
D) decoding
E) messaging
30) A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
31) In the communication process, an actual HP printer/fax machine advertisement would be
considered ________.
A) encoding
B) decoding
C) the product
D) the message
E) the medium
32) Which of the following terms best represents the communication channel which a company
uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
33) In a communication process, a receiver assigns meaning to the symbols encoded by a
company in its advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
34) In the communication process, the reaction of the receiver after being exposed to a message
is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
35) When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
36) A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the context of
the communication process, this unplanned static or distortion is called ________.
A) noise
B) encoding
C) feedback
D) response
E) decoding
37) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new
makeup. In terms of the communication model, the sender of this message is ________.
A) Melina Kanakaredes
B) Ladies’ Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
38) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new
makeup. In terms of the communication model, the medium of this ad is ________.
A) Melina Kanakaredes
B) Ladies’ Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
39) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new
makeup. In the context of the communication model, measuring which of the following would be
the best way for the source to measure feedback?
A) the number of subscribers to Ladies’ Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who have purchased Maybelline products in the past
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson
40) In the communication process, the more the sender’s field of experience ________ that of the
receiver, the more ________ the message is likely to be.
A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct
41) To communicate effectively, a marketing communicator should most likely ________.
A) ensure that the encoding and decoding processes are different
B) encode and decode the message personally and frequently
C) understand the consumer’s field of experience
D) foresee unplanned static or distortion
E) use familiar words and symbols
42) Marketing communicators must be good at ________ messages that take into account how
the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
43) Which of the following is the first step in developing an effective integrated communications
and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
44) While developing an effective integrated communication, once the target audience has been
defined, marketers must ________.
A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) select the message source
E) design a message
45) The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
46) Among the buyer-readiness stages, the first stage is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
47) Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-
readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
48) In the AIDA model, the D stands for ________.
A) demand
B) desire
C) data
D) diversion
E) decoding
49) The AIDA model identifies the characteristics of an effective ________.
A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response
50) A message showing a product’s quality, economy, value, or performance is an example of
a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
51) An appeal which attempts to stir up either negative or positive sentiments that can motivate
purchase is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
52) Which of the following appeals is based on the idea that consumers often feel before they
think?
A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal
53) Moral appeals ________.
A) relate to the audience’s self-interest by showing that the product will produce the desired
benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience’s sense of what is “right” and “proper”
E) are based on the idea that practical benefits are more important for consumers than emotions
54) A charitable trust’s appeal which states, “While you are trying to figure out what to get the
man who has everything, don’t forget the man who has nothing” is an example of a(n) ________
appeal.
A) structural
B) awareness
C) rational
D) moral
E) standard
55) One of the message structure issues that a marketer must handle is whether to ________.
A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing
56) A(n) ________ argument is most likely to be effective when the audience is highly educated
or likely to hear opposing claims.
A) two-sided
B) one-sided
C) moral
D) emotional
E) structured
57) Which of the following advertising slogans most likely represents a two-sided argument?
A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) There are some things money can’t buy. For everything else, there’s MasterCard.
58) A marketer making decisions about the headline, copy, illustration, and colors for a print ad
is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
59) Which of the following terms best describes the channels through which two or more people
communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet
chat?
A) unidirectional communication channel
B) offline communication channel
C) personal communication channel
D) nonverbal communication channel
E) bidirectional communication channel
60) Communication through a telephone call is considered a part of a(n) ________
communication channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional