Marketing Management, 15e (Kotler)
Chapter 19 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) Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade
of new phones, which is an example of ________.
A) a sales promotion
B) interactive marketing
C) word-of-mouth marketing
D) personal selling
E) events and experiences
4) 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
5) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
6) 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
7) ________ 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
8) 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
9) 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
10) ________ 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
11) ________ 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
12) 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
13) 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
14) 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
15) 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
16) 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
17) 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
18) 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
19) The starting point in planning marketing communications is a ________ that profiles all
interactions customers in the target market may have with the company and all its products and
services.
A) marketing budget
B) communications audit
C) market research program
D) publicity campaign
E) product launch
20) Along which of the following parameters should marketers evaluate communication options
when building brand equity?
A) popularity
B) innovativeness
C) technological sophistication
D) efficiency
E) novelty
21) Marketing communications allow companies to link their brands to other people, places,
events, brands, experiences, feelings, and things.
22) The rapid diffusion of multipurpose smart phones, broadband and wireless Internet
connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness
of the mass media.
23) The pervasive nature of advanced communications technologies, such as the Internet, has
resulted in greater exposure of customers to advertising content than it was in the 1960s.
24) Marketing communications in almost every medium and form have been on the rise, and
some consumers feel they are increasingly invasive.
25) In this new communication environment, advertising is often the single most important
element of a marketing communications program for sales and building brand and customer
equity.
26) Personal selling refers to person-to-person oral, written, or electronic communications that
relate to the merits or experiences of purchasing or using products or services.
27) In building brand equity, marketers should be “media neutral” and evaluate all
communication options on effectiveness and efficiency.
28) Briefly describe the current marketing communications environment.
29) What are the elements of the marketing communications mix?
30) Which of the following benefits is offered by sales promotion tools?
A) Sales promotion tools are more authentic and credible to buyers than others such as
advertising, public relations, and personal selling.
B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted
promotions.
C) Sales promotion tools are typically an indirect form of “soft-sell” and hence, better received
by customers.
D) Sales promotion tools incorporate some concession, inducement, or contribution that gives
value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.
31) Which of the following statements correctly reflects a characteristic of public relations as a
marketing communications tool?
A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B) They incorporate some concession, inducement, or contribution that gives value to the
consumer.
C) Given their live, real-time quality, public relations tools are more actively engaging for
consumers.
D) Public relations communications can be prepared to appeal to the addressed individual.
E) Public relations tools create an immediate and interactive episode between two or more
persons.
32) Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit
juices. Knowing that several other companies exist in the market that offer similar products,
Aisha decides to build a customer base from among those who prefer to avoid mass media and
other targeted promotions. Which of the following marketing communications tools would be
her best option to build a favorable impression among the prospective customers?
A) advertising
B) personal selling
C) sales promotions
D) direct marketing
E) public relations
33) Which of the following marketing communications tools is most effective at the later stages
of the buying process?
A) personal selling
B) public relations
C) advertising
D) sales promotions
E) direct marketing
34) Which of the following statements is true of the role of advertising in business markets?
A) Advertising is unsuitable for explaining any new features that a product might have.
B) Sales calls are more economical than reminder advertisements.
C) Sales calls are more effective than advertisements at reminding customers how to use a
product and reassure them about their purchase.
D) Sales representatives can use copies of the company’s ads to legitimize their company and
products.
E) Advertisements are the least preferred tools when intended to generate leads for sales
representatives.
35) Which of the following circumstances are best suited for personal selling?
A) when the products used are simple and easy-to-use
B) when there is minimal risk involved in buying or using the products
C) when the market has fewer and larger sellers
D) when the products being marketed are inexpensive and easily available
E) when prospective customers are spread across a wide geographic area
36) Which of the following marketing communications tools is most effective at influencing
customers at the conviction stage of buyer readiness?
A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences
37) Which element of the marketing communications mix allows for amplified expressiveness?
A) sales promotion
B) public relations
C) advertising
D) direct and interactive marketing
E) personal selling
38) Advertising and publicity tools play the most important roles in influencing buying decisions
at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
39) Which of the following tools or combinations of tools is most influential at the
comprehension stage of buyer readiness?
A) sales promotion and advertising
B) advertising and publicity
C) publicity and personal selling
D) reminder advertising and personal selling
E) sales promotion and personal selling
40) Which of the following marketing communications tools has the highest cost-effectiveness in
the introduction stage of the product life cycle?
A) personal selling
B) sales promotion
C) interactive marketing
D) direct marketing
E) events and experiences
41) Which of the following marketing communications tools is most influential at the maturity
stage of a product’s life cycle?
A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing
42) Luke is considering the various options available to him to promote an energy drink,
Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the
following marketing communications tools should Luke focus marketing efforts on to keep the
sales volume up?
A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity
43) Which of the following marketing communications tools is most influential at the reordering
stage of buyer readiness?
A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing
44) ________ is a measure of communications effectiveness that describes the percentage of
target market exposed to a communication.
A) Frequency
B) Reach
C) Width
D) Depth
E) Range
45) Advertising allows the buyer to receive and compare the messages of various competitors.
46) Public relations is incapable of reaching prospects who prefer to avoid mass media and
targeted promotions.
47) In general, personal selling is used more with complex, expensive, and risky goods and in
markets with fewer and larger sellers.
48) Advertising and publicity play the most important roles in the conviction stage of buyer
readiness.
49) In the growth stage of a product’s life cycle, demand has its own momentum through word of
mouth and interactive marketing.
50) What are the major characteristics of sales promotions as an element of the marketing
communications mix?
51) What is the role of advertising as a communications tool in marketing for business markets?
52) How do the stages of buyer readiness affect the composition of a product’s marketing
communications mix?
53) How do the stages in a product’s life cycle influence the marketing communications mix?
54) Karl Lipton is the marketing communications coordinator for a major electronics
manufacturer. He is assigned with charting out a communications strategy for a new range of
mobile phones developed by his company. How will Karl’s communications strategy look over
the course of the mobile phones’ life cycle?
55) Briefly describe the process of measuring the results of marketing communications.
56) 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
57) 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
58) 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
59) LCH is a leading electronics company that produces and markets its own brand of desktop
and laptop computers, for both individual consumers and businesses. During the planning
process, LCH conducts a ________, which profiles all interactions customers in the target
market may have with LCH, its computers, and its services.
A) sales promotion
B) brand association
C) brand contact
D) response hierarchy model
E) communication audit
60) All response hierarchy models of the communication process assume the buyer passes
through cognitive, affective, and behavioral stages, in that order. Which of the following product
categories lends itself most appropriately to such a “learn-feel-do” sequence?
A) clothes
B) dishwashers
C) real estate
D) personal computer
E) air tickets
61) 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
62) 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
63) According to the hierarchy-of-effects model, which of the following corresponds to the
behavioral stage that a buyer passes through?
A) awareness
B) knowledge
C) purchase
D) preference
E) conviction
64) 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
65) 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
66) The less the sender’s field of experience overlaps that of the receiver, the more effective the
message is likely to be.
67) All the response hierarchy models assume that a buyer passes through affective, cognitive,
and behavioral stages, in that order.
68) A “do-feel-learn” response sequence is considered appropriate when the audience has high
involvement but perceives little or no differentiation within the product category.
69) If a small Iowa college builds awareness among applicants from Nebraska, increases the
target audience’s knowledge about its offerings, communicates in a way that makes the target
audience like it and prefer it to other colleges, builds intent to apply, and gets the target audience
to attend, they are using an AIDA model of consumer responses.
70) If the Coolest Cooler introduced its cooler to the general market and developed
communications around the idea that it was going to develop awareness, interest, evaluation,
trial, and then adoption, it would be using the innovation-adoption model of consumer responses.
71) Briefly describe the macromodel of the marketing communications process.
72) What are the characteristics of an ideal ad campaign?