Chapter 17—Integrated Marketing Communications
ESSAY
1. What is integrated marketing communications? Explain its purpose.
2. Why is communication an important concept in marketing a new or existing product?
3. Draw, label, and explain the communication process.
4. If a message to customers is not properly encoded, what might happen? How can a marketer make sure
this does not happen?
5. Identify the major objectives of promotion.
6. What are the differences in trying to stimulate primary demand versus selective demand?
7. In what ways can promotion be used to reduce sales fluctuations?
8. Identify and describe the four major promotion mix elements.
9. How does sales promotion differ from promotion in general?
10. Compared to advertising, what are the major advantages and limitations of personal selling?
11. Discuss the major factors that affect the selection of promotion mix elements.
12. Discuss the impact that social media has had on the strategy for promotion.
13. Why is public relations an important form of communication about a company? Discuss negative
public relations, and give an example.
14. Select three criticisms of promotion, and provide defenses to rebut them.
15. Does promotion cost too much relative to the benefits that it provides to customers?
MULTIPLE CHOICE
16. The coordination of promotion and other marketing efforts for maximum informational and persuasive
impact defines
a.
communication.
b.
integrated marketing communications.
c.
tactile communication.
d.
kinesic communication.
e.
proxemic communication.
17. Chris sees a television commercial for Arby’s promoting its roast beef sandwiches at 5 for $5.95. Later
that day he goes to the nearest Arby’s for a roast beef feast, but is told that the special offer is not
available at that location. Arby’s seems to lack
a.
communication.
b.
promotional efforts.
c.
integrated marketing communications.
d.
channel capacity.
e.
coordinated awareness.
18. Effective management of integrated marketing communications is based upon
a.
consumer attitudes towards promotion.
b.
information about customers.
c.
the communication process model.
d.
budgetary allowances.
e.
the firm’s organizational structure.
19. If FedEx-Kinko’s decided to outsource all of its marketing efforts to the MaxPro Company, which
specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko’s would likely
be striving to practice
a.
one-stop shopping.
b.
more expertise.
c.
pioneer promotional efforts.
d.
competitive promotional programming.
e.
integrated marketing communications.
20. A sharing of meaning defines
a.
promotion.
b.
information.
c.
noise.
d.
interference.
e.
communication.
21. A person, group, or organization that has a meaning it intends and attempts to share with a receiver or
an audience is a
a.
communications channel.
b.
source.
c.
relay channel.
d.
decoder.
e.
sender.
22. In the Gillette advertisement that claims, “Gillette, the best a man can get,” Gillette is the
communication
a.
receiver.
b.
transmitter.
c.
decoder.
d.
source.
e.
noise.
23. Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man
riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is
a(an) ___, one who ___.
a.
sender; encodes.
b.
receiver; decodes.
c.
source; encodes.
d.
receptor; decodes.
e.
channel member; decodes.
24. Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy’s. She reads the
message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy’s is the
____ of this communication.
a.
receiver; source
b.
audience; promoter
c.
decoder; coder
d.
communicatee; communicator
e.
feedback; noise
25. The process of putting one’s thoughts (meaning) into signs (symbols) is called
a.
decoding.
b.
noise.
c.
interference.
d.
transmission.
e.
the coding process.
26. Ashley is currently working on a video to introduce a new line of athletic wear for women. She is
using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is
most likely working on the ____ for this promotional video.
a.
the communication strategy.
b.
the coding process.
c.
the decoding process.
d.
the conversion process.
e.
the communications channel.
27. As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage
of the communication process.
a.
encoding
b.
sourcing
c.
decoding
d.
sending
e.
receiving
28. When encoding the message, the source should use signs that have
a.
new and exciting meanings.
b.
different meanings to different people.
c.
contemporary jargon.
d.
meanings that the target market will understand.
e.
broad interpretations.
29. Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
a.
communication noise.
b.
communication links.
c.
communication resources.
d.
communication channels.
e.
decoding sources.
30. The Barrister’s Deli decides to run advertisements for its lunch specials on a local FM radio station.
Marketing research later reveals that the restaurant’s target market listens primarily to satellite radio
stations. This promotion program suffered from an error in the selection of
a.
shared symbols.
b.
targeted customers.
c.
communication channel.
d.
decoded meanings.
e.
noise minimizers.
31. H&M, a clothing company, communicates to its target customers by advertising in magazines, offering
clothing information on its website, creating a periodic online newsletter, Facebook, and Twitter.
These vehicles through which the coded message is transmitted from the source, H&M, to the receiver,
the prospective customer, is called a(n)
a.
field of reference.
b.
decoder.
c.
encoder.
d.
relay channel.
e.
communication channel.
32. OES Office Systems’ use of fax machines to carry its advertising messages to its business customers is
which component of the communication process?
a.
Communication channel
b.
Decoding process
c.
Encoding process
d.
Sharing of meaning
e.
Noise minimization
33. During the decoding process, the
a.
intensity of the transmission becomes stronger.
b.
receiver attempts to convert signs or symbols into concepts and ideas.
c.
source attempts to convert signs or symbols into concepts and ideas.
d.
source converts meaning into a series of signs or symbols that represent ideas or concepts.
e.
receiver filters noise from the feedback.
34. The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia’s message to the
target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20–
somethings, just like the music and the hamster spokescharacters. They don’t care about the car itself.
The message that Kia originally encoded and the meaning Max and his friends ultimately decoded
a.
probably contain circular feedback.
b.
may be different because of noise.
c.
are usually exactly the same.
d.
rarely are similar because of feedback.
e.
are collectively termed the communications channel.
35. During a one-minute television ad for Nike, the National Weather Service interrupts to announce a
flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the
communication process.
a.
encoding
b.
bad luck
c.
noise
d.
deflected transmission
e.
poor implementation
36. Sonya is watching the six o’clock news as she prepares dinner. As commercial breaks come on,
Sonya’s dinner preparation would be considered __ in the communication process.
a.
field of experience.
b.
feedback.
c.
noise.
d.
decoding blocker.
e.
interference.
37. Which is the best example of noise that originates with the receiver in the communication process?
a.
Sarah drives through a tunnel, and her radio signals become very weak.
b.
Maria has been studying English for two years and does not understand the symbolism
being used in a commercial.
c.
Kevin simply tunes out pop-up ads on the Internet so that they don’t even enter his
awareness.
d.
Because of poor printing, Claire cannot read an advertisement in her local newspaper.
e.
A mother fails to hear a new commercial for diapers because her new baby is crying.
38. The receiver’s response to a message is ____ for the source.
a.
feedback
b.
the communications channel
c.
noise
d.
channel capacity
e.
decoding
39. Communication can be viewed as a circular process because
a.
during feedback, the receiver can be viewed as the source of the message while the
original source becomes the receiver.
b.
the message goes from encoding by the source to decoding by the receiver.
c.
during a personal selling situation, both verbal and nonverbal feedback can be very fast
and immediate.
d.
channel capacity is determined by the least efficient component.
e.
the message goes from person to person.
40. Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates
a.
personal selling.
b.
retailing.
c.
public relations.
d.
advertising.
e.
sales promotion.
41. In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for
the names and addresses of individuals or companies seeking more information. Lexmark has included
this box to facilitate ____ for this communication.
a.
decoding
b.
feedback
c.
encoding
d.
perceptual attention
e.
noise reduction
42. Sara is concerned about the effectiveness of Magnum, Inc.’s promotional messages, and is seeking an
approach with immediate feedback. Sara is most likely to achieve this through
a.
television advertising.
b.
newspaper advertising.
c.
public relations.
d.
sales promotion.
e.
personal selling.
43. Channel capacity is determined by the
a.
most efficient component of the communication process.
b.
least efficient component of the communication process.
c.
source.
d.
receiver.
e.
meanings of the message.
44. Each communication channel has a limit on the volume of information it can handle effectively. This
limit is called
a.
transmission load.
b.
feedback.
c.
encoding.
d.
noise.
e.
channel capacity.
45. Although a radio announcer can read several hundred words a minute, a one-minute advertising
message should not exceed 150 words because most announcers cannot articulate words into
understandable messages at faster rates. This illustrates the ____ consideration in effective
communication.
a.
transmission load
b.
feedback
c.
encoding
d.
noise
e.
channel capacity
46. For many consumers, the pages near the back of magazines with dozens of very small black and white
advertisements exceed their
a.
channel capacity.
b.
threshold of awareness.
c.
decoding abilities.
d.
transmission limitations.
e.
noise limit.
47. Anything that reduces the accuracy and clarity of communication is called
a.
distraction.
b.
feedback.
c.
interference.
d.
discordance.
e.
noise.
48. Claire Nevsky is in charge of advertising for her company and has produced a 30-second television
spot to promote one of the company’s new products. One of her assistants just out of college believes
that the commercial has too much visual and audio information packed into such a small amount of
time. The assistant is specifically concerned about limits in the receiver’s
a.
noise.
b.
coding process.
c.
encoding.
d.
channel capacity.
e.
feedback.
49. What is the overall role of promotion?
a.
To stimulate product demand
b.
To identify prospects
c.
To retain loyal customers
d.
To encourage product trial
e.
To reduce sales fluctuations
50. Communication that builds and maintains favorable relationships by informing and persuading one or
more audiences to view an organization more positively and to accept its product is the role of
a.
the vice president of sales.
b.
manipulation.
c.
promotion.
d.
information.
e.
sales promotion.
51. Companies tend to view promotion from many vantage points. Which of the following alternatives is
most accurate?
a.
Promotion costs cause product costs to be higher.
b.
Promotion activities make up the bulk of marketing.
c.
The role of promotion is to stimulate product demand.
d.
Promotion should be directed toward numerous audiences.
e.
Most promotional efforts are performed through advertising.
52. ____ links the purchase of an organization’s products to support of philanthropic organizations favored
by the target market.
a.
Promotion
b.
Cause-related marketing
c.
Charity-related promotion
d.
Selective demand promotion
e.
Charitable nonprofit marketing
53. When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
a.
promotion.
b.
integrated marketing communications.
c.
charity marketing.
d.
charitable promotion.
e.
cause-related marketing.
54. Threatt Production makes low-priced, convenience products that are widely available. It is most likely
to focus its promotion efforts on
a.
public relations.
b.
personal selling.
c.
viral marketing.
d.
advertising.
e.
sales promotion.
55. To gain maximum benefit from promotional efforts, marketers must strive to
a.
become directly involved rather than indirectly involved.
b.
obtain information about the marketing environment through their MIS.
c.
realize the needs of their target market and try to meet them.
d.
properly plan, implement, coordinate, and control communications.
e.
use promotion during the growth stage of the product’s life cycle.
56. Often when a company introduces a new product or line extension, its promotion will focus on ____ in
order to initiate the product-adoption process.
a.
creating awareness
b.
stimulating demand
c.
retaining loyal customers
d.
combating competitive promotional efforts
e.
identifying prospects
57. By promoting the fact that “orange juice is not just for breakfast anymore,” the Florida Orange
Growers Association attempted to stimulate
a.
primary demand.
b.
secondary demand.
c.
competition.
d.
comparison of orange juices.
e.
demand elasticity.
58. Primary demand is defined as
a.
demand for a product category.
b.
demand for a new product.
c.
consumer awareness of a product category.
d.
stimulating demand for any products.
e.
demand for a particular brand.
59. When Blue-ray disc players were first introduced to the market, what would the logical choice for
promotion have been?
a.
Selective demand
b.
Pioneer promotion
c.
Comparative promotion
d.
Primary demand promotion
e.
Retention promotion
60. Which of the following types of promotion informs potential customers about a product and what it is?
a.
Reminder
b.
Competitive
c.
Comparative
d.
Pioneer
e.
Repetitive
61. Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense
when a bicycler has fallen and had a head injury. The technology then releases an audible signal that
will help others know that there is an injury which needs treatment. This is considered to be a new
product that is in the introduction stage of the product life cycle. Which type of promotion should Rob
focus on?
a.
Reminder
b.
Competitive
c.
Comparative
d.
Pioneer
e.
Repetitive
62. Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while
competitive advertising is likely to be used during the ____ stage.
a.
maturity; growth
b.
decline; maturity
c.
growth; maturity
d.
introduction; growth
e.
introduction; maturity
63. When a marketer makes an effort in promotion to point out the strengths and benefits of a specific
brand, it is an attempt to build ____ demand.
a.
primary
b.
secondary
c.
selective
d.
economic
e.
competitive
64. Selective demand is demand for a
a.
general type of product.
b.
particular brand.
c.
new product.
d.
competitor’s product.
e.
service.
65. When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to
build
a.
primary demand.
b.
pioneer promotion.
c.
prospects.
d.
brand awareness.
e.
selective demand.
66. Retro64 distributes free downloadable versions of its computer games for a very short time. These
efforts have a primary promotional objective of
a.
encouraging product trial.
b.
stimulating demand.
c.
identifying prospects.
d.
creating awareness.
e.
reducing sales fluctuations.
67. Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek
to
a.
stimulate demand.
b.
encourage product trial.
c.
create awareness.
d.
combat competitive promotional efforts.
e.
retain loyal customers.
68. Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and
receive a free video with more information about its products. This promotional effort is directed at
a.
creating awareness.
b.
encouraging product trial.
c.
identifying prospects.
d.
stimulating demand.
e.
retaining loyal customers.
69. A direct-response information form found in a magazine advertisement that allows customers to send
for more information has a primary objective of
a.
encouraging product trial.
b.
retaining loyal customers.
c.
stimulating demand.
d.
creating awareness.
e.
identifying prospects.
70. The basic promotional objective underlying a magazine advertisement with a direct-response
information form that requests the reader to complete and mail the form to receive additional
information is to
a.
retain loyal customers.
b.
facilitate reseller support.
c.
reduce sales fluctuations.
d.
stimulate primary demand.
e.
identify prospects.
71. The cost of ____ is usually substantially lower than the cost of ____.
a.
stimulating primary demand; stimulating selective demand
b.
identifying prospects; encouraging product trial
c.
retaining existing customers; acquiring new customers
d.
comparative advertising; pioneer promotion
e.
personal selling; public relations
72. Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been
purchased and provides various discounts throughout the year. The primary promotional objective of
programs such as this is
a.
encouraging product trial.
b.
retaining existing customers.
c.
stimulating demand.
d.
combating competitive promotional offers.
e.
reducing sales fluctuations.
73. When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to
purchase the new product and supplemented these offers with consumer advertising. Hamburger
Helper’s primary objective is to
a.
facilitate reseller support.
b.
reduce sales fluctuations.
c.
combat competitive promotional efforts.
d.
encourage product trial.
e.
retain loyal customers.
74. Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional
objective of
a.
stimulating demand.
b.
reducing sales fluctuations.
c.
combating competitive promotional efforts.
d.
facilitating reseller support.
e.
retaining loyal customers.
75. Which of the following is the best example of the promotional objective of combating competitive
promotional efforts?
a.
Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish
soaps.
b.
Joe Boxer and Kmart collaborate to promote Joe Boxer’s lines of clothing and housewares.
c.
The Pork Council advertises pork as the “other white meat” and a healthier alternative to
beef.
d.
After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon
emphasizes the towing capacity of its Dodge trucks.
e.
Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers
confidence in its brand name and automotive offerings.
76. Which of the following industries is most likely to employ combative promotional efforts?
a.
Fast food
b.
Computer laptops
c.
Tax-preparation services
d.
Universities
e.
Automotive
77. Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
a.
combating competitive promotional offers.
b.
facilitating reseller support.
c.
encouraging product trial.
d.
retaining loyal customers.
e.
reducing sales fluctuations.
78. Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning
supplies for hot tubs in March, are examples of which of the following uses of promotion?
a.
Retaining loyal customers
b.
Promoting new product uses
c.
Making salespeople more effective
d.
Stimulating primary demand
e.
Reducing sales fluctuations
79. A spokesperson for Mott’s apple juice encourages television audiences to use its juice in the winter by
serving it hot with a cinnamon stick. In this instance, Mott’s is using promotion to
a.
stimulate primary demand.
b.
offset competitors’ promotional efforts.
c.
facilitate reseller support.
d.
retain loyal customers.
e.
reduce sales fluctuations.
80. An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses
promotion to
a.
combat competitive promotional efforts.
b.
stimulate demand.
c.
reduce sales fluctuations.
d.
encourage product trial.
e.
retain loyal customers.
81. Advertising, personal selling, sales promotion, and public relations are called
a.
promotion mix ingredients.
b.
marketing mix components.
c.
characteristics of a product.
d.
advertising tools.
e.
nonpersonal communication.
82. Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be
executed in the month of August and will be a paid form of nonpersonal communication. It will be
communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.
a.
advertising.
b.
public relations.
c.
sales promotion.
d.
personal selling.
e.
social media.
83. Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are
disadvantages of which promotion mix ingredient?
a.
Advertising
b.
Public relations
c.
Sales management
d.
Sales promotion
e.
Personal selling
84. _______ offers the potential benefits of cost efficiency, repetition, and adding product value, while
_____ is one of its disadvantages.
a.
public relations; uncontrollability
b.
advertising; slow feedback
c.
personal selling; cost
d.
sales promotion; slow feedback
e.
advertising; media cost
85. One of the biggest problems associated with ____ as an element of promotion is the high absolute
dollar outlay often required.
a.
personal selling
b.
advertising
c.
public relations
d.
sales promotion
e.
packaging
86. Paid personal communication that seeks to inform customers and persuade them to purchase products
in an exchange situation is
a.
personal promotion.
b.
advertising.
c.
personal selling.
d.
public relations.
e.
individual promotion.
87. Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving
engines used to produce air conditioners. His company needs to promote these engines to
manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate
feedback. The disadvantage is that it is _____ than advertising to reach one customer.
a.
Sales promotion; more costly
b.
Direct marketing; less effective
c.
Sales promotion; less effective
d.
Personal selling; more costly
e.
Personal selling; less effective
88. Kinesic communication is an element in which type of promotional method?
a.
Advertising
b.
Public relations
c.
Personal selling
d.
Packaging
e.
Sales promotion
89. Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.
a.
kinesic
b.
spacing
c.
proxemic
d.
touching
e.
tactile
90. As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the
price structure they just presented to the prospect. Erin bases her statement on the way the prospect
folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn’t notice.
Erin recommends a book on ____ communication to Joachin.
a.
tactile
b.
proxemic
c.
kinesic
d.
verbal
e.
signal
91. When a salesperson varies the physical distance between himself and a customer he is using
a.
kinesic communication.
b.
personal selling.
c.
tactile communication.
d.
comfort relations.
e.
proxemic communication.
92. Brandon walks around behind purchasing agent Shannon as she looks at the pamphlet describing
Hyster’s new conveyer system. Shannon stands up and walks to a table on the other side of her office.
Brandon follows, but he does not understand the ____ communication Shannon is sending.
a.
tactile
b.
proxemic
c.
kinesic
d.
verbal
e.
promotional
93. As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain
her firm’s new line of industrial fasteners. A handshake, which is best described as a form of _____
communication, concludes the session.
a.
personal
b.
sales promotion
c.
tactile
d.
proxemic
e.
non-verbal communication
94. A common form of tactile communication in U.S. business activities is
a.
hugging.
b.
kissing.