Communications Strategy
Chapter Exam Questions
Course Introduction
Communications Strategy explores the principles and practices involved in planning, developing, and executing effective communication campaigns across diverse platforms. The course covers audience analysis, message design, media selection, and evaluation metrics, emphasizing how strategic communication can achieve organizational objectives in both private and public sectors. Students will engage in case studies, group projects, and practical exercises to develop skills in crafting persuasive messages, managing stakeholder relationships, and adapting to evolving media landscapes. By the end, students will possess a comprehensive toolkit for designing and implementing communication strategies tailored to various audiences and organizational goals.
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Advertising and Promotion An Integrated
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) One of the primary advantages inherent in the use of publicity is its:
A)ability to be personalized.
B)credibility.
C)negligible variable costs.
D)tangibility.
E)ability to be closely controlled.
Answer: B
Q2) Which of the following is an example of a marketing exchange?
A)The waitress gave Cyrus a menu and he placed his food order.
B)Griffin helped Mandy replace the air filter in her lawn mower.
C)Ken and Maggie gave their son an MP3 player for his birthday.
D)Mrs.Maloney gave Larry a box of homemade fudge in return for painting her fence.
E)Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.
Answer: D
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Chapter 2: The Role of IMC in the Marketing Process
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Q1) Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company caters only to the "super-rich" and manufacturers only on order. In this scenario, Pluto is using a _____ marketing strategy.
A)differentiated
B)undifferentiated
C)concentrated
D)mass
E)loyalty
Answer: C
Q2) Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices and get the freshness of real fruit." In this scenario, Pluto Inc. is positioning its juices based on:
A)product class.
B)product use.
C)product price.
D)product competition.
E)product applications.
Answer: A
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Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Independent companies that exclusively help in purchase of radio and television time are known as:
A)creative boutiques.
B)SMM organizations.
C)macro-marketing agencies.
D)media specialist companies.
E)storyboard specialists.
Answer: D
Q2) A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency in order to:
A)obtain greater control over the advertising process.
B)reduce costs.
C)obtain greater objectivity.
D)make coordination of the advertising and promotional process easier.
E)save media commissions.
Answer: C
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Chapter 4: Perspectives on Consumer Behavior
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Q1) The cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.
A)True
B)False
Q2) A _____ is a group of contemporaries, all born during the same period, having shared interests and attitudes.
A)social class
B)neo-social group
C)subculture
D)generation
E)reference group
Q3) Which of the following is true of baby boomers?
A)They are also referred to as Gen Y.
B)They typically prefer mass merchandisers and supercenters.
C)They are comfortable with online shopping and e-mail.
D)They are those who were born before 1946.
E)They are more likely to make impulse purchases.
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Chapter 5: The Communication Process
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Q1) Which of the following is true of nonpersonal channels of communication?
A)It includes direct mail and billboards.
B)It includes methods such as e-mails and social media.
C)The Internet cannot be considered as a nonpersonal channel.
D)It does not include print media.
E)It does not include broadcast media.
Q2) According to the basic model of communication, which of the following is an example of a channel?
A)The number of customers that redeemed a cents-off coupon
B)A billboard beside an interstate highway
C)The creative team that designed an ad for a leading retail chain
D)A company's spokesperson
E)A celebrity appearing in an ad for a cosmetics brand
Q3) Which of the following is true of low-involvement advertising?
A)It involves using a strategy that is known as visual image personality.
B)It is typically used for products that require extensive evaluation.
C)It is generally considered to be an ineffective strategy.
D)It is heavily utilized by luxury automobile manufacturers.
E)It does not include mass-media advertising strategies.
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Chapter 6: Source, Message, and Channel Factors
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Q1) Information received from sources such as newscasters is not influential because these individuals are perceived as biased.
A)True
B)False
Q2) The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.
A)dissonance/attribution matrix
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model
Q3) Wearout may occur if consumers no longer pay attention to a commercial after several exposures.
A)True
B)False
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) Which of the following is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making?
A)Awareness
B)Purchase
C)Familiarity
D)Consideration
E)Imagery
Q2) Which of the following factors creates a positive relationship between advertising and sales?
A)The market share of the company
B)The corporate structure
C)The basis for product differentiation
D)The extent of selective retention
E)The recruitment plans
Q3) Which of the following is true of the arbitrary allocation method?
A)This method is not considered to be particularly weak.
B)This method keeps ad spending within reasonable limits.
C)This method uses a logical basis for determining the budgets.
D)This method of budgeting is generally stable.
E)This method has no obvious advantages.
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Q1) _____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.
A)Regression analysis
B)Focus group
C)Guided search
D)Market mapping
E)Out-group study
Q2) Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas":
A)are impossible to develop as they are not applicable to retail chains.
B)are only needed in advertising for consumer services.
C)are typically not the bases for effective advertising campaigns.
D)are only effective in business-to-business advertising.
E)could become the bases of creative and successful advertising campaigns.
Q3) Advertisement campaign plans are long term in nature.
A)True
B)False
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) The purpose of the dramatization technique is to present scientific/technical information or laboratory studies to support the advertising claim.
A)True
B)False
Q2) Manten is a popular brand of hiking boots. Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values. This approach is most likely an example of _____ advertising.
A)rational
B)transformational
C)consumer-generated
D)teaser
E)informational
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Chapter 10: Media Planning and Strategy
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Q1) The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.
A)True
B)False
Q2) _____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.
A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)
Q3) Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.
A)True
B)False
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Chapter 11: Evaluation of Media: Television and Radio
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Q1) Radio often provides advertisers with a very receptive environment for their advertising messages.
A)True
B)False
Q2) In the early days of television, the production and content of most television programs was the responsibility of:
A)the networks.
B)the local affiliate.
C)corporations that sponsored the shows.
D)independent production companies.
E)the syndicates.
Q3) Most advertisers prefer buying their network advertising time as participation over sponsorships because:
A)they want long term commitment to a program.
B)they want greater financial responsibility for production of a program.
C)they want greater flexibility than sole sponsorship permits.
D)they want a greater concentrate for their advertising budget.
E)they want greater control over the placement of ads.
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Magazine rates are primarily a function of:
A)selectivity.
B)digital imaging.
C)selective binding.
D)circulation.
E)pass-along readership.
Q2) Newspaper ads are unlikely to have any impact beyond the day of publication, and repeat exposure is very unlikely as well.
A)True
B)False
Q3) Selective binding and ink-jet imaging make it possible for magazines to offer:
A)personalized advertising messages.
B)high reach and frequency.
C)reduced advertising rates.
D)detailed advertising information.
E)higher pass-along readership.
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Page 14
Chapter 13: Support Media
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Q1) Kevin sees an ad for Crixus Car Rental on a luggage trolley at the airport. The ad is an example of:
A)a sales promotion.
B)stationary advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.
Q2) Jimmy's, a grocery store, advertises its products by painting its name, logo, and abstract images of its products on the sides of its delivery vehicles. This is an example of:
A)transit advertising.
B)mobile billboard advertising.
C)buzz advertising.
D)digital advertising.
E)in-store advertising.
Q3) Ambient advertising often uses digital technology to send its messages.
A)True
B)False
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15
Chapter 14: Direct Marketing
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Q1) Which of the following media has lower cost and convenience that has raised concerns among traditional direct-mail marketers but at the same time created better opportunities?
A)Television
B)Radio
C)Internet
D)Outdoor advertising
E)Transit advertising
Q2) By running the same ad on different stations, a direct marketer can determine the relative effectiveness of a medium itself.
A)True
B)False
Q3) The program vehicles used for direct-response TV advertising are usually very expensive. Hence, a marketer cannot afford to purchase repeat times.
A)True B)False
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Chapter 15: The Internet: Digital and Social Media
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Q1) Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their website surfing behaviors. The company places ads on websites where web traffic is highest for golf-related searches. In this scenario, Clinton Steel is using:
A)behavioral targeting.
B)advertising allowance analysis.
C)rich media marketing.
D)video substitution selection.
E)contextual advertising.
Q2) Which of the following is true of QR codes?
A)They are primarily WEB 1.0 applications.
B)They are considered a part of augmented reality.
C)They are used to reflect the writings of a business or a corporation.
D)They are web-based publications consisting primarily of periodic articles.
E)They are being threatened by near field communication.
Q3) The Internet allows a user to both purchase and sell products through e-commerce.
A)True
B)False
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Chapter 16: Sales Promotion
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Q1) Sweepstakes and contests:
A)are used to move consumers to the conviction stage of the hierarchy of effects model.
B)can be used to generate excitement and involvement with a popular and timely event.
C)contribute minimally to consumer franchise-building.
D)do not distract from consumer franchise-building activities.
E)are synonymous to each other.
Q2) _____ is a sampling method in which the product is delivered directly to the prospect's residence.
A)In-house sampling
B)In-store sampling
C)Event sampling
D)Door-to-door sampling
E)Bounce back sampling
Q3) Sales promotion involves some type of inducement that provides an extra incentive to buy.
A)True
B)False
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18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of:
A)advocacy advertising.
B)cause-related marketing.
C)publicity.
D)advertorial marketing.
E)transactional marketing.
Q2) An oil company in the United States develops an advertisement that promotes offshore oil-drilling in the country. The ad states the availability of oil resources and stresses the importance of reducing dependence on foreign oil sources. The ad's goal is to get members of the public to support offshore drilling. This is an example of:
A)image advertising.
B)trade promotion.
C)direct-response advertising.
D)event sponsorship.
E)advocacy advertising.
Q3) Ads themselves can be the focus of publicity.
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another.
A)halo
B)primacy-recency
C)stimulus-response
D)vehicle option source
E)vehicle media context
Q2) One of the main reasons cited for measuring the effectiveness of a promotional program is that it is easy to isolate the effects of promotional elements.
A)True
B)False
Q3) Galvanic skin response is also known as:
A)electrodermal response.
B)pupillometrics.
C)dermal resolution.
D)beta activity.
E)alpha activity.
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Chapter 19: International Advertising and Promotion
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Q1) Which of the following is true of Japan as an international market?
A)The Japanese place great emphasis on the individual.
B)Japan is a typical example of a xenocentric society.
C)The Japanese dislike ads that confront or disparage the competition.
D)Unlike American societies, Japanese societies do not lay emphasis on social interdependence.
E)Japan is considered one of the easiest countries in which to market consumer products.
Q2) Which of the following is true of public relations?
A)It is typically considered to be a cheaper alternative to advertising.
B)It is often used to deal with local media and governments.
C)It typically creates a negative perception about the company among consumers.
D)It is also known as publicity.
E)It is synonymous with sales promotions.
Q3) Product standardization is becoming increasingly important as a result of longer product life cycles.
A)True
B)False
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Chapter 20: Regulation of Advertising and Promotion
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Q1) According to Federal Trade Commission (FTC) policy, the basis for determining _____ is that a trade practice causes substantial physical or economic injury to consumers, could not reasonably be avoided by consumers, and must not be outweighed by countervailing benefits to consumers or competition.
A)unfairness
B)deception
C)puffery
D)affirmative disclosure
E)cease-and-desist orders
Q2) The Federal Trade Commission (FTC) requires advertising for any product that is sweetened with saccharin to contain a warning that it may be hazardous to one's health. This requirement falls under the FTC's _____ requirement.
A)misleading omission
B)advertising substantiation
C)elimination of puffery
D)cease-and-desist
E)materiality
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Q1) Research has shown that nonverbal behaviors involving _____ are associated more with boys than girls.
A)passivity and knowledge
B)dominance and control
C)aggression and lack of credibility
D)passivity and trustworthiness
E)aggression and lack of knowledge
Q2) Which of the following is true of advertising for condoms?
A)The State prohibits advertising for condoms unless it is part of a health campaign.
B)Ads for condoms are permitted on cable television but not on the major networks.
C)Ads for condoms are considered offensive and are legally prohibited from appearing in print media.
D)Health-oriented ads are not as well received by conservatives as are entertaining ads.
E)Condom ads were shown only in late-night time slots until recently.
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Chapter 22: Personal Selling Online
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Q1) Which of the following characteristics of personal selling can be both advantageous and disadvantageous?
A)Ability to personalize the sales message
B)Lack of distraction
C)High sales costs
D)One-way interaction
E)Potential for direct feedback
Q2) Which of the following qualitative measures is used to evaluate the selling skills of the sales force?
A)Customer knowledge
B)Personal characteristics
C)Marketing intelligence
D)Customer relations
E)Follow-ups
Q3) Which of the following is a disadvantage of personal selling?
A)Lack of two-way interaction
B)Lack of personalization
C)Indirect communication
D)Increased customer distraction
E)Inconsistent marketing messages
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