Marketing Communications
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Course Introduction
Marketing Communications explores the strategies, tools, and techniques used by organizations to communicate effectively with their target audiences. This course covers the development and integration of various marketing communication methods, including advertising, public relations, sales promotion, direct marketing, and digital media. Students will analyze real-world cases, examine consumer behavior, and learn how to design cohesive campaigns that reinforce brand messaging and drive customer engagement. Emphasis is placed on message creation, media selection, budgeting, evaluation, and the ethical considerations facing marketing communicators in a global marketplace.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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101 Verified Questions
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Sample Questions
Q1) What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC)?
A) There is a lack of interest in IMC by top management.
B) The cost of implementing an IMC program is difficult to justify.
C) Little can be gained by coordinating the various marketing communications elements.
D) Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.
E) Measuring the return on investment is nearly impossible.
Answer: D
Q2) Which of the following terms is used to mean any message medium capable of reaching target customers and presenting the brand in a favorable light?
A) touchpoint
B) contact
C) intersection
D) touchpoint and contact
E) touchpoint, contact, and intersection
Answer: D
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.
A) firm
B) target market
C) product position
D) market share
E) brand equity
Answer: E
Q2) Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?
A) marketing-mix modeling
B) structural equation modeling
C) marketing optimization modeling
D) multidimensional scaling
E) calibration modeling
Answer: A
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4
Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) Brand names have been described as _____ that activate images in target audiences' collective minds.
A) cerebral switches
B) silent salespersons
C) consumer cues
D) fact facilitators
E) sensation transferers
Answer: A
Q2) Kellogg lost the exclusive rights to their cereal name,Shredded Wheat,because the name was used to refer to all cereal made of shredded wheat.This is called _____.
A) genericness
B) resonance
C) counterfeiting
D) brand awareness
E) disparagement
Answer: A
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Chapter 4: Environmental, Regulatory and Ethical Issues
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Sample Questions
Q1) Publicity differs from advertising because it is not a form of mass communication.
A)True
B)False
Q2) _____ is based on the premise that a firm that misleads consumers should have to use future advertisements to rectify the deceptive impressions it has created in consumers' minds.
A) Rectification advertising
B) Unfairness removal
C) Anti-deception advertising
D) Regulated advertising
E) Corrective advertising
Q3) Unfair advertising is also deceptive advertising.
A)True
B)False
Q4) Big Tech store is required to pay a slotting allowance to manufacturers for each item sold so that the retailer is allowed to restock the manufacturer's products.
A)True
B)False
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.
A) how large should the target be, and what area(s) of the country should it include
B) what media would best reach the target market, and what appeal would work best
C) how many target markets should be selected, and how large should they be
D) how to evaluate the success of the marcom strategies and measure of financial success
E) how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior
Q2) Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.
A)True
B)False
Q3) Asian-Americans are better educated than any other segment of American society. A)True
B)False
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Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) The fundamental concept in semiotics is the sign.
A)True
B)False
Q2) A sign relation is established in marketing communications when _____.
A) a brand and a referent belong to the same cultural context
B) a brand is characterized with a logo
C) a brand is personified
D) a metaphor is used
E) a simile is used
Q3) With the affect referral strategy,the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.
A)True
B)False
Q4) Encoding is the process of translating thought into symbolic form.
A)True
B)False
Q5) Semiotics is the study of meaning and the analysis of meaning-producing events.
A)True
B)False
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Chapter 7: The Role of Persuasion in IMC
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Sample Questions
Q1) Attitudes are constantly changing.
A)True
B)False
Q2) Which of the following statements reflects the cognitive attitude component?
A) I like playing tennis.
B) I enjoy outdoor sports.
C) I play tennis three times a week.
D) Playing tennis is a form of exercise.
E) I do not enjoy playing basketball.
Q3) A clothing salesperson is using the _____ tool of influence when she tells a customer that there are only a few scarves left and they are selling fast.
A) liking
B) scarcity
C) commitment and consistency
D) social proof
E) reciprocation
Q4) Identify and explain the six tools of influence that were identified by Robert Cialdini.
Q5) Explain why physical attractiveness and similarity are important.
Q6) Explain how the concept of click-whirr behavior applies to consumers.
Page 9
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Chapter 8: Imc Objective Setting and Budgeting
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Sample Questions
Q1) Which point of view asserts that it is unsuitable to use sales as the objective for a branded product's marcom effort?
A) traditional view
B) common view
C) communications view
D) heretical view
E) revolutionary view
Q2) Linda saw a print ad in a magazine for Clairol's Natural Essence semi-permanent hair color that she knew existed but did not know anything about it.The ad informed her that users of this hair dye will not see gray roots.In terms of the hierarchy-of-effects model,which step does this marketing communication represent?
A) creating awareness
B) creating an expectation
C) encouraging trial purchase
D) reinforcing attitudes
E) accomplishing brand loyalty
Q3) Objective setting and budgeting decisions are implementation marcom decisions.
A)True
B)False
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Page 10
Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) Advertising is defined as "a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future."
A)True
B)False
Q2) Identify situations where an advertiser would use in-house advertising operations,full-service advertising agencies,and a la carte arrangements.Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.
Q3) Elasticity is a measure of how responsive quantity demanded is to changes in marketing variables such as price and advertising.
A)True
B)False
Q4) Creating demand for an entire product category is known as _____ demand.
A) joint
B) elastic
C) derived
D) primary
E) secondary
Q5) List and describe the five functions of advertising.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) The unique selling proposition style is a _____ advertising strategy.
A) functionally-oriented
B) symbolically-oriented
C) experientially-oriented
D) category-dominance
E) category-oriented
Q2) _____ ads are ads for which the audience comprehends the advertiser's intended message; they are remembered,and they change the target audience's brand-related opinions or behavior.
A) slice-of-life
B) generic
C) sticky
D) novel
E) advocacy
Q3) Advertisements containing functional-only appeals are more effective than advertisements containing both functional and psychosocial appeals.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Which of the following is a form of subliminal stimulation?
A) presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope
B) accelerated speech in auditory messages
C) embedding of hidden symbols in print advertisements
D) a and b only
E) a, b, and c
Q2) Kelman's three receiver processing modes are similarity,familiarity,and liking.
A)True
B)False
Q3) Trustworthiness refers to the perceived honesty,integrity,and believability of a source.
A)True
B)False
Q4) A potential role of sex in advertising is to _____.
A) attract and hold attention
B) enhance recall
C) evoke emotional responses
D) a and b only
E) a, b, and c
Page 13
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Chapter 12: Traditional Ad Media
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Sample Questions
Q1) Which of the following is NOT an advantage of using magazines as an advertising medium?
A) selectivity
B) convey information with a sense of authority
C) high intrusive value
D) creative ability to get consumers involved in ads
E) long life
Q2) The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show.This is an example of _____.
A) product placement
B) sponsorship
C) an infomercial
D) sales promotion
E) slice-of-life advertising
Q3) The traditional Nielsen Audio and Nielsen systems do not measure an audience's out-of-home listening and viewing.
A)True
B)False
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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Sample Questions
Q1) Discuss the fundamentals of search engine advertising (SEA),and describe the two forms of search engine advertising available to online advertisers.
Q2) Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page.What type of online advertisement is this?
A) banner ad
B) blog
C) interstitial
D) superstitial
E) podcast
Q3) Google AdSense is based on behavioral targeting online using cookies.
A)True
B)False
Q4) The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.
A)True
B)False
Q5) Compare and contrast the concepts of individualization and interactivity.
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Chapter 14: Social Media
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Sample Questions
Q1) The New-York Tribune,a newspaper,might overcome the time lag faced by traditional media by using electronic means.
A)True
B)False
Q2) Which of the following is classified as a sharing tool?
A) YouTube
B) Blogger
C) Messenger
D) LinkedIn
E) Reddit
Q3) The most popular people followed on Twitter fall in to the classification of _____.
A) journalist
B) celebrity
C) friend
D) colleague
E) family
Q4) Social media turns communication into one-way dialogue.
A)True
B)False
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Chapter 15: Direct Marketing, CRM, and Other Media
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Sample Questions
Q1) Video games provide an excellent advertising medium for reaching millenials.
A)True
B)False
Q2) According to the Telemarketing Sales Rule (TSR),telemarketers must not _____.
A) tell customers the odds of winning any prizes
B) tape record a customer's express oral authorization
C) maintain lists of the names and addresses of all prize winners
D) call customers before 8 A.M.
E) maintain complete employment records
Q3) A study of brand placements in films found a(n)______ effect between stock returns and time (in days).
A) short-term
B) inverted-U
C) placebo
D) R-F-M
E) contextual
Q4) An up-to-date database can offer varied messages to different groups of customers.
A)True
B)False
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Chapter 16: Media Planning and Analysis
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Sample Questions
Q1) Given that there is a window of advertising opportunity,advertising's job is to influence the purchase,and recency planning's job is to place the message in that window.
A)True
B)False
Q2) One part of the media strategy entails _____.
A) selecting the target product
B) specifying media OTS
C) selecting media categories and vehicles
D) selling media
E) selecting the marketing mix
Q3) In advertising terminology,newspaper is the _____ and the Wall Street Journal is the _____.
A) script; sponsor
B) vehicle; medium
C) medium; vehicle
D) vehicle; sponsor
E) medium; sponsor
Q4) Define the terms reach and frequency,and explain why an advertiser would be interested in maximizing reach at the expense of frequency.
18
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) PACT is an acronym for _____.
A) product advertising and consumer testing
B) positioning advertising copy testing
C) product advertising in compact markets
D) promotional advertising and consumer testing
E) placement of action copy tests
Q2) Gallup & Robinson provides recall testing of advertisements placed in televised media.
A)True
B)False
Q3) Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial.Edna has a(n)_____.
A) storyboard
B) liveamatic
C) ripomatic
D) animatic
E) photomatic
Q4) List the nine PACT principles.
Q5) Compare and contrast qualitative and quantitative message research.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Manufacturers estimate that retailers usually comply with trade allowance agreements and pass through to consumers most of the trade funds that they provide to retailers.
A)True
B)False
Q2) The proportion of switchers drifting from low to high-quality brands when the latter is on deal is higher than the proportion moving in the other direction when a low-quality brand is on deal.This situation describes a switching behavior that is _____.
A) asymmetric
B) symmetric
C) correlated
D) elastic
E) inelastic
Q3) In order to avoid paying slotting allowances,a manufacturer can _____.
A) invest in a "pull" strategy
B) invest heavily in R&D to develop meaningful new products
C) refuse to pay them
D) All of these are correct.
E) None of these are correct.
Page 20
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Which circumstance is NOT ideal for using sampling to encourage trial usage of a new or improved brand?
A) The brand is either demonstrably superior to other brands or has distinct relative advantages.
B) The brand packaging is hard to distinguish from its competition.
C) Promotional budgets can afford to generate consumer trial quickly.
D) The product concept is so innovative that it is difficult to communicate by advertising alone.
E) All of these are correct.
Q2) Sampling should be used when a new or improved brand is demonstrably superior to other brands.
A)True
B)False
Q3) In-store sampling often fails to reach sufficient numbers of consumers to justify its expense.
A)True
B)False
Q4) Describe the coupon redemption process and how misredemption can occur.
Q5) Explain how to calculate the return on investment for a sampling investment.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Bonus packs are intended to encourage trial from consumers.
A)True
B)False
Q2) Bonus packs are sometimes used as an alternative to price-off deals.
A)True
B)False
Q3) Which of the following questions should a manager ask when evaluating a new promotion idea?
A) Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it?
B) Is the idea a good one?
C) Is the idea unique, or is the competition doing something similar?
D) Will the promotion idea appeal to the target market?
E) All of these are correct.
Q4) Self-liquidating premiums are paid for by the _____.
A) manufacturer
B) wholesaler
C) retailer
D) consumer
E) sales force
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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Sample Questions
Q1) Which of the following is a factor accounting for the growth of sponsorships?
A) Avoid the clutter inherent in advertising media
B) Helps companies respond to consumers' changing media habits
C) Helps gain the approval of various constituencies
D) Enables targeting efforts to specific geographic regions and/or to specific demographic and lifestyle groups
E) All of these are correct.
Q2) Negative attitudes toward CRM are due largely to consumers' cynicism about the sponsoring firm's _____.
A) charging a higher price for the product
B) unloading lower-quality products on the market
C) self-serving motive
D) taking advantage of consumers' generosity
E) using this marketing as a means to offset high advertising costs
Q3) The first step in measuring the success of event sponsorship is to specify the objective that the sponsorship is intended to accomplish.
A)True
B)False
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Chapter 22: Packaging, Pop Communications, and Signage
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Sample Questions
Q1) To assess the potential success of a proposed package,each VIEW component can be rated,first,in terms of its importance and then with respect to how well the new package performs on each component,its evaluation score.
A)True
B)False
Q2) Electrocell recently began marketing a new durable battery to compete against its major competitors.Electrocell's promotion manager wants to have a point-of-purchase display designed that will be a particularly good attention-getter.What type of point-of-purchase display could most effectively satisfy this objective?
A) a conspicuous display
B) a static display with detailed product information on product features
C) a moving display
D) a changeable message display
E) a floor advertisement
Q3) Advertising on billboards is designed with persuasion as the primary objective.
A)True
B)False
Q4) Name and describe the four categories of POP materials.
Q5) Name and describe the two major forms of billboard advertising.
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Chapter 23: Personal Selling
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Sample Questions
Q1) Explain the contingency model for measuring salesperson performance and effectiveness.
Q2) In the modern selling practice,getting the order is the critical step in the selling process.
A)True
B)False
Q3) Which type of sales position relies on the telephone and Internet more so than the others?
A) new business
B) trade
C) missionary
D) inside
E) retail
Q4) How many basic steps are involved in personal selling?
A) 5
B) 6
C) 7
D) 8
E) 9
Q5) Describe the differences between antiquated selling and modern selling.
Page 25
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