A Framework for Marketing Management, 5e (Kotler)
Chapter 15 Designing and Managing Integrated Marketing Communications
1) ________ refers to the means by which firms attempt to inform, persuade, and remind
consumers—directly or indirectly—about the products and brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning
2) Which of the following elements of the marketing communications mix refers to any paid
form of nonpersonal presentation and promotion of ideas, goods, or services by an identified
sponsor via print, broadcast, network, electronic, and display media?
A) advertising
B) personal selling
C) sales promotion
D) direct marketing
E) public relations
3) Which of the following elements of the marketing communications mix involves a variety of
short-term incentives to encourage trial or purchase of a product or service?
A) advertising
B) direct marketing
C) public relations
D) personal selling
E) sales promotion
4) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
5) ________ refer to the marketing communications element that involves company-sponsored
activities and programs designed to create daily or special brand-related interactions with
consumers.
A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences
6) Which of the following elements of the marketing communications mix includes a variety of
programs directed internally to employees of the company or externally to consumers, other
firms, the government, and media to promote or protect a company’s image or its individual
product communications?
A) direct marketing
B) public relations and publicity
C) personal selling
D) advertising
E) sales promotion
7) Which of the following elements of the marketing communication mix involves use of mail,
telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from
specific customers and prospects?
A) advertising
B) personal selling
C) direct marketing
D) public relations
E) sales promotion
8) ________ is an element of the marketing communications mix that involves online activities
and programs designed to engage customers or prospects and directly or indirectly raise
awareness, improve image, or elicit sales of products and services.
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations
9) ________ is an element of the marketing communications mix that involves people-to-people
oral, written, or electronic communications that relate to the merits or experiences of purchasing
or using products or services.
A) Personal selling
B) Sales promotion
C) Word of mouth marketing
D) Public relations
E) Advertising
10) Which of the following elements of the marketing communications mix involves face–to-face
interaction with one or more prospective purchasers for the purpose of making presentations,
answering questions, and procuring orders?
A) advertising
B) sales promotion
C) word of mouth marketing
D) public relations
E) personal selling
11) Which of the following is an example of an advertising platform?
A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs
12) Which of the following is an example of an events and experiences platform?
A) fairs and trade shows
B) continuity programs
C) factory tours
D) sales presentations
E) community relations
13) Which of the following is an example of a public relations and publicity communication
platform?
A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs
14) Which of the following is an example of an interactive marketing communication platform?
A) product demonstrations
B) factory tours
C) company museums
D) TV shopping
E) community relations
15) Which of the following is an example of a word of mouth marketing communication
platform?
A) chat rooms
B) billboards
C) factory tours
D) incentive programs
E) trade shows
16) Which of the following is an example of a personal selling communication platform?
A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits
17) Which of the following factors found in the macromodel of the communications process
refers to random and competing messages that may interfere with the intended communication?
A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion
18) Which of the following represents one of the major tools for effective communication in the
macromodel of the communications process?
A) feedback
B) noise
C) receiver
D) message
E) sender
19) Which of the following is the correct order of stages that a buyer is assumed to pass through,
by the four classic response hierarchy models?
A) cognitive stage-affective stage-behavioral stage
B) affective stage-cognitive stage-behavioral stage
C) behavioral stage-affective stage-cognitive stage
D) cognitive stage-behavioral stage-affective stage
E) affective stage-behavioral stage-cognitive stage
20) LCH is a leading electronics company that produces and markets its own brand of desktop
and laptop computers, for both individual consumers and businesses. Which of the following
sequences of consumer responses is relevant as a marketing communications model for LCH’s
products?
A) learn-do-feel
B) feel-learn-do
C) do-feel-learn
D) feel-do-learn
E) do-learn-feel
21) When planning communications for a detergent brand, which of the following sequences of
buyer responses should the marketer choose on which to base the communications model?
A) feel-do-learn
B) do-feel-learn
C) feel-learn-do
D) learn-do-feel
E) learn-feel-do
22) Which of the following steps in the innovation-adoption model of marketing
communications corresponds to the cognitive stage that a buyer passes through?
A) interest
B) evaluation
C) trial
D) awareness
E) adoption
23) According to the hierarchy-of-effects model, which of the following corresponds to the
affective stage that a buyer passes through?
A) attention
B) exposure
C) reception
D) adoption
E) conviction
24) Which of the following sequences accurately represents the hierarchy-of-effects model of
marketing communications?
A) attention-interest-desire-action
B) awareness-interest-evaluation-trial-adoption
C) awareness-knowledge-liking-preference-conviction-purchase
D) exposure-reception-cognitive response-attitude-intention-behavior
E) knowledge-persuasion-decision-implementation-confirmation
25) Which is the first step to be performed by a marketer in developing effective marketing
communications?
A) identifying a target audience
B) determining the objectives
C) establishing the budget
D) deciding on the media mix
E) selecting the communication channels
26) Marketing communication strategy can be decided by conducting an image analysis by
profiling the target audience in terms of ________.
A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics
27) Which of the following is the marketing communications objective for a new-to-the-world
product, such as electric cars?
A) enhancing brand awareness
B) developing brand attitude
C) increasing brand purchase intention
D) encouraging repeat purchases
E) establishing category need
28) One of the possible objectives of marketing communications is helping consumers evaluate a
brand’s perceived ability to meet a currently relevant need. Which of the following is a
negatively oriented relevant brand need?
A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement
29) One of the possible objectives of marketing communications is helping consumers evaluate a
brand’s perceived ability to meet a currently relevant need. Which of the following is a positively
oriented relevant brand need?
A) problem removal
B) social approval
C) normal depletion
D) problem avoidance
E) incomplete satisfaction
30) One of the possible objectives of marketing communications is helping consumers evaluate a
brand’s perceived ability to meet a currently relevant need. Which of the following relevant
brand needs is most likely emphasized by an advertisement for a luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
31) Creative strategies refer to _______.
A) the way marketers translate their messages into a specific communication
B) the amount of creative content in a communications message
C) the degree of innovation involved in the marketing of a product
D) the novelty of a marketing communication
E) the type of medium used to deliver a marketing communication
32) A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or
benefits.
A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational
33) A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or
image.
A) logical
B) transformational
C) reasonable
D) informational
E) rational
34) Which of the following ads depict a transformational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat
B) DIRECTV offers better HD options than cable or other satellite operators
C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald’s
D) Pringles advertised “Once You Pop, the Fun Don’t Stop” for years
E) Excedrin stops the toughest headache pain
35) ________ is one of the sources of a spokesperson’s credibility that refers to the specialized
knowledge that he or she possesses to claim.
A) Trustworthiness
B) Expertise
C) Acquaintance
D) Likability
E) Professionalism
36) ________ is a source of a spokesperson’s credibility that describes how objective and honest
the spokesperson is perceived to be.
A) Likability
B) Expertise
C) Experience
D) Trustworthiness
E) Compassion
37) Which of the following sources of a spokesperson’s credibility describes his or her
attractiveness?
A) expertise
B) trustworthiness
C) likability
D) integrity
E) experience
38) Which of the following marketing communications principles implies that communicators
can use their good image to reduce some negative feelings toward a brand but in the process
might lose some esteem with the audience?
A) principle of closure
B) principle of duality
C) principle of delegation
D) principle of congruity
E) principle of neutrality
39) Which of the following personal communication channels consist of company salespeople
contacting buyers in the target market?
A) expert channels
B) social channels
C) advocate channels
D) independent channels
E) informal channels
40) Which of the following personal communications channels consist of family members,
neighbors, friends, and associates talking to target buyers?
A) expert channels
B) advocate channels
C) social channels
D) formal channels
E) sponsored channels