TEST BANK for Advertising & Promotion 7th Canadian Edition by Michael Guolla. ISBN-10 : 1260060411. by welldoneassistant

Chapter 01 - Integrated Marketing Communications

Chapter 01 Integrated Marketing Communications

Multiple Choice Questions 1. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives. A. Integrated marketing communications B. Marketing C. Advertising D. Sales promotion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

2. Which of the following is the BEST example of a marketing exchange? A. John gave Sahil a menu, and he placed his food order. B. Jessie helped Alison move a heavy piece of furniture. C. Vlad and Ingrid gave their son a trip for his graduation. D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

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Chapter 01 - Integrated Marketing Communications

3. Product, price, place and promotion are collectively known as ________ A. the marketing mix. B. marketing communications tools. C. methods of selling goods and services. D. marketing jargon.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

4. Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions? A. service level B. product features C. package design D. price allowance

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like the ones shoppers might consume back home in India. Which of the following is NOT a product benefit delivered by Navinder's snack items? A. functional benefit B. emotional benefit C. performance/convenience benefit D. Low pricing benefit

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Chapter 01 - Integrated Marketing Communications

6. Product protection, storage, communication, and image are all functional benefits of: A. product attributes B. packaging C. brand identity D. brand marketing

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

7. Which is the best example of the use of packaging as a communication vehicle? A. New cellphone SIM cards are enveloped in large plastic packages. B. Costco offers multi-packs of contact lens solution at affordable prices. C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags. D. At Golftown one can purchase used golf balls in bags of 20 or 50.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

8. Each of the following is true about brand equity EXCEPT: A. It is a tangible asset which can provide competitive advantage. B. It is a measure of consumer attachment to a brand. C. It builds on the favourable image and impressions of differentiation of a brand. D. It is a challenge for marketers to consistently measure brand equity.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

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Chapter 01 - Integrated Marketing Communications

9. Which of the following statements about price is true? A. Price refers to what the marketer must give up in order to sell a product. B. Price communicates the economic cost to consumers for all of the product benefits combined. C. Price is not a key aspect of the product conveyed in a promotional offer. D. Levels of recommended ad expenditures are not relative to price.

10. A firm can have an excellent product at a great price, but it will be of little value unless it's available where the consumer wants it and when the consumer wants it. The statement above refers to: A. product decisions. B. price decisions. C. distribution decisions. D. positioning decisions.

11. Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: A. a multi-channel environment B. a multi-media universe C. a differentiated product approach D. multi-level marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-05 Communicating Distribution

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Chapter 01 - Integrated Marketing Communications

12. The AMA has renewed its definition of marketing to directly include the important element of: A. growth B. exchange C. value D. globalization

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-06 Communicating Value

13. The relative balance between what a consumer "receives" for what he/she "pays" is known as: A. exchange B. price C. benefit D. value

14. ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Direct marketing D. Promotion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-07 The Promotional Mix

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Chapter 01 - Integrated Marketing Communications

15. Which of the following is NOT an element of the promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion

16. When media is used to communicate to a large group of individuals it is deemed ________ communication A. personal B. non-personal C. direct D. indirect

17. Advertising may be defined as any: A. paid form of nonpersonal communication about a product, service, or company B. communication about a product, service, or company C. communication that moves a product from one level to another level of the distribution channel D. personal communication from a company representative to prospective buyers

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Chapter 01 - Integrated Marketing Communications

18. Which the following is NOT an advantage inherent in the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising

19. Which of the following is NOT a characteristic of advertising as a form of promotion? A. Cost-effective method for communicating with large audiences B. Personal and individually customized nature of the message C. The ability to reach large audiences with the advertising message D. The ability to create images for brands

20. Which of these is NOT a reason why marketers use advertising? A. To set an appropriate price across various channels B. To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult C. To create symbolic appeals for a company or brand D. To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience

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Chapter 01 - Integrated Marketing Communications

21. A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent: A. product appeal B. product symbolism C. brand identity D. brand equity

22. This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark: A. product appeal B. product symbolism C. brand identity D. brand equity

23. Canadian advertisers spend more than ________ annually. Identify the closes match. A. $7 billion B. $8 billion C. $14 billion D. $22 billion

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Chapter 01 - Integrated Marketing Communications

24. In the time period noted in the textbook, prime-time network television reached ________ on a daily basis. A. all Canadians B. only older adults C. less than 50 percent of Canadians D. 85 percent of Canadians

25. When a brand encourages potential customers to send them pictures of them in their best "game face" this is called: A. direct marketing B. sales promotion C. brand interaction D. price discounting

26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. A. Professional B. Direct-response C. Business-to-business D. Retail

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Chapter 01 - Integrated Marketing Communications

27. Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. A. retail B. business-to-business C. direct response D. primary-demand

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising

28. Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of _____ advertising. A. professional B. trade C. primary demand D. progressive

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Chapter 01 - Integrated Marketing Communications

29. Why does Samsung encourage consumers to interact with the brand online by placing advertising messages in media such as television, print, and outdoor? A. Online brand interaction is the least expensive way to connect with consumers. B. Studies show that consumers research their purchase online prior to a store visit, so other media should lead the consumer to visit the company's website. C. Online communication is the best way to convey product attributes and consumer value. D. Samsung only sells their products online, so they must try to drive traffic to their company website.

30. _____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. A. Direct marketing B. Public relations C. Sales promotion D. Brand equity

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Chapter 01 - Integrated Marketing Communications

31. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer sales promotion B. trade sales promotion C. direct marketing incentives D. strategic promotions

32. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a: A. consumer sales promotion B. direct-response advertising campaign C. primary demand advertising campaign D. service-oriented sales promotion

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Chapter 01 - Integrated Marketing Communications

33. Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. a consumer sales promotion B. a trade sales promotion C. a functional inducement D. integrated promotions

34. _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations

35. How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done be retailers. B. Advertising is paid for by the sponsoring organization, and publicity may be initiated by the sponsoring organization but is not paid for. C. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. D. Advertising typically utilizes mass media, and publicity does not.

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Chapter 01 - Integrated Marketing Communications

36. Which of the following statements about publicity is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is an important communication technique used in public relations. C. Publicity has more of a long term, on-going purpose than public relations. D. Publicity and public relations are synonyms for each other.

37. Which of the following is NOT a technique used to generate publicity? A. News releases and feature articles B. Photographs, films, and videotapes C. Packaging and product displays D. Press conferences

38. When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies, it is an example of: A. advertising B. publicity C. personal selling D. direct marketing

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Chapter 01 - Integrated Marketing Communications

39. One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized B. Consumer credibility C. almost non-existent variable costs D. ability to be closely controlled and monitored by the organization that is being publicized

40. Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of: A. sales promotion B. advertising C. negative publicity D. positive publicity

41. A review of a movie in Maclean's magazine or on "Canada AM" is an example of: A. personal selling B. publicity C. promotion D. media-selling

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations

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Chapter 01 - Integrated Marketing Communications

42. When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they would talk about it on air, it is an example of: A. personal selling B. publicity C. trade sales promotion D. public relations

43. Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Sales promotion D. Direct marketing

44. When an organization systematically plans and distributes information in an attempt to control its image, it is engaging in a function known as: A. image manipulation B. advertising C. integrated marketing D. public relations

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Chapter 01 - Integrated Marketing Communications

45. _____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Publicity B. Corporate affairs C. Public relations D. Sales promotion

46. Public relations involve all of the following EXCEPT: A. sponsorship of a fun run to benefit breast cancer research B. financial and personnel involvement in local arts and crafts festival C. product design D. publicity

47. _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct marketing D. Public relations

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Chapter 01 - Integrated Marketing Communications

48. Which of the following statements about direct marketing is true? A. Direct marketing and direct mail are synonymous. B. Direct marketing includes a variety of techniques and activities such as direct mail, telemarketing, and direct response advertising. C. Direct marketing has lost popularity over the past two decades, owing primarily to changing lifestyles and technologies. D. Business-to-business marketers criticize direct marketing as an ineffective way to identify potential sales leads, communicate with customers, and provide them with information about their products or services.

49. When Shoppers Drug Mart directly targets their loyalty card members with a special 20X points offer this is considered ______ A. generic advertising B. relationship marketing C. indirect marketing D. direct marketing

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Chapter 01 - Integrated Marketing Communications

50. The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order. Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily? A. Advertising B. Sale promotion C. Direct marketing D. Public relations

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing

51. One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. A. direct-response B. third-party C. business-to-business D. product benefit

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Chapter 01 - Integrated Marketing Communications

52. _______ allow for the back-and-forth flow of information using mediums like Facebook, e-commerce enabled websites or Instagram where users participate in and modify its form and content instantly. A. Negotiations B. Price flexibility C. Interactive media D. Sales promotion

53. Company or branded websites that inform or entertain current or potential customers: A. are a form of "owned media" much like product catalogues B. are effective only if they include the ability to make online purchases C. are falling out of favour as marketers turn to social media vehicles D. have taken over from other forms of mass media

54. Each of the following statements about earned media is correct EXCEPT: A. Earned media is the result of a brand manager paying an influential blogger to write positively about the brand. B. Conversations among consumers over social media is a form of earned media. C. Publicity in the form of news articles or editorial opinions constitutes earned media. D. Earned media is a very credible source of influence for current or prospective consumers.

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Chapter 01 - Integrated Marketing Communications

55. Which of the following statements about Internet advertising is NOT true? A. The Internet is a medium which generates paid, owned, and earned media. B. Internet marketing can incorporate many elements of the promotional mix, such as advertising, sales promotion, public relations, and direct marketing. C. In order for interactive Internet marketing to be effective, the overall brand message must customized for the distinct internet vehicle. D. The portability and immediacy of mobile marketing makes this a new forefront for IMC planning.

56. _____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Direct mail B. Personal selling C. Public relations D. Sales promotion

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Chapter 01 - Integrated Marketing Communications

57. This participant in the promotional process has the products to be marketed and assumes major responsibility for developing the marketing program and making final decisions regarding the marketing communication program: A. Advertiser B. Advertising agency C. Media organization D. Public relations firm

58. Outside firms that specialize in the creation, production, placement of promotional messages, and other support services are: A. Advertisers B. Advertising agencies C. Media organizations D. Media buying agencies

59. The primary objective of these members of the promotional process is to sell their time or space so companies can effectively reach their target audiences with their messages. A. Advertisers B. Advertising agencies C. Media organizations D. Interactive agencies

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Chapter 01 - Integrated Marketing Communications

60. Which of the following is NOT a specialized marketing communication service? A. Direct-response agency B. Interactive agency C. Public relations firm D. Marketing research company

61. In advertising a company that specializes in video production would come under what grouping? A. Support agencies B. Collateral services C. Tier-two agencies D. Marketing specialty firms

62. In the 1990s, companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent and unified thematic message about the company and/or its brands. A. product marketing B. the Internet C. relationship marketing D. integrated marketing communications

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-16 IMC: Evolution

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Chapter 01 - Integrated Marketing Communications

63. Many companies are taking a(n) ___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner. A. audience contact B. traditional C. modern D. aggressive

64. Marketers first consider ________ in order to determine which IMC tools will be most effective in reaching and influencing consumer behaviour. A. their promotional budget B. the target audience C. the recommendations of their advertising agency D. competitive strategies

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

65. If you are focusing less on getting new customers and focusing more on nurturing existing customers, this is called? A. Sales promotion B. Brand development C. Direct Marketing D. Relationship marketing

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Chapter 01 - Integrated Marketing Communications

66. The main objective behind the McDonald's "Our Food. Your Questions." campaign was: A. to dispel various "food myths" about the quality of food offered at McDonald's. B. to enhance the presence of McDonald's in the Canadian foodservice market. C. to show the effectiveness of social media in dealing with consumer complaints. D. to eliminate competition between McDonald's and Tim Hortons in the breakfast arena.

67. _____ is the process of creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. A. Integrated marketing communications B. Marketing planning C. Exchange D. Relationship marketing

68. The increased usage of relationship marketing is due to the fact that: A. brand loyalty is increasing B. customers want products and services that are mass-produced rather than tailored to their specific needs and wants C. retaining customers is generally more cost effective than acquiring new ones D. it is very costly to maintain customer databases

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Chapter 01 - Integrated Marketing Communications

69. Which of the following statements referring to the effects of consumer adoption of technology and media on IMC planning is NOT true? A. TV audiences are fragmented, requiring advertisers to place their messages in other media. B. Broadcasters have been slow to offer their TV shows for viewing over the Internet. C. Brands use traditional media to direct consumers to their website or social media. D. TV advertising reaches smaller and more selective audiences.

70. IMC planning can best be described as: A. placing coupons in each Sunday edition of major newspapers B. skillfully coordinating the promotional mix elements to develop an effective communication program C. measuring the effectiveness of any communication with the target market D. coordinating the activities of people who come in contact with the prospect or consumer

71. The _____ is the framework for developing, implementing, and controlling an organization's integrated marketing communications program and activities. A. IMC plan B. market audit C. situation analysis D. communications process

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

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Chapter 01 - Integrated Marketing Communications

72. The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A. promotional plan B. marketing plan C. communications plan D. situation analysis

73. A marketing plan usually includes all of the following EXCEPT: A. a program for implementing marketing strategy B. criteria and procedures for the hiring of all marketing personnel C. the establishment of marketing objectives D. a detailed situation analysis

74. A marketing plan usually includes: A. a corporate mission statement B. the advertising copy C. a detailed situation analysis D. sales and market forecasts

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan

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Chapter 01 - Integrated Marketing Communications

75. The first step in the IMC planning process is: A. the situation analysis B. budget determination C. a review of the marketing plan D. specification of communications objectives

76. Looking at how much time people tend to put in doing their meal preparation would be part of what step if McCain were looking at selling new curly fries? A. Consumer analysis B. Budget analysis C. Communication objectives D. Marketing plan review

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

77. An internal situation analysis looks at all of the following EXCEPT: A. competitive analysis B. corporate and brand image analyses C. promotional objectives D. results of the firm's previous promotional programs

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

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Chapter 01 - Integrated Marketing Communications

78. An external situation analysis could include all of the following EXCEPT: A. a competitive analysis B. the product's benefits C. consumer behaviour analysis D. environmental analysis

79. Debbie's Donuts wants to prepare a promotion plan for the upcoming fall season. As part of her internal situation analysis, she should review: A. which competitors are operating in her neighbourhood and how strong is their business. B. her sales and profit objectives. C. how often consumers eat donuts each week. D. the strength of her brand's image.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

80. In order to identify attractive market segments, Brian's Electronics Sales & Service conducts a consumer analysis which includes a review of all of the following EXCEPT: A. The growth of the electronics industry based on new technologies, particularly mobile. B. Demographic and psychographic traits of current and high potential customers. C. Factors influencing consumer purchase decisions for electronics products and services. D. Electronics buying and usage patterns of various consumer groups.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

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Chapter 01 - Integrated Marketing Communications

81. Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including: A. A review of how much profit Kraft expects his brand to contribute to the overall marketing plan. B. Whether people prefer eating Triscuit warmed up or straight out of the box. C. The brand equity and consumer preference of PC's Woven Wheat Thins. D. The relative media costs of Chatelaine and Canadian Living magazines.

82. A market analysis includes a number of factors like market size, growth, and ________. A. profitability B. age C. global ownership D. census

83. Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of: A. global warming B. an external environmental analysis C. an internal financial analysis D. McCain's revised marketing objectives

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

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Chapter 01 - Integrated Marketing Communications

84. _____ refer to what the overall marketing programs hopes to accomplish and is stated in terms of sales, market share, and profitability. A. Communication objectives B. Marketing objectives C. Segmentation approaches D. External analysis factors

85. Which of the following is NOT a good example of a communications objective? A. To create awareness of the attributes of a brand or product B. To create a favourable attitude about a product C. To develop consumers' intentions to purchase a product D. To increase sales volume

86. Tourism BC wished to generate trial or repeat purchase of visitors from other provinces to British Columbia. This is an example of a(n): A. internal analysis B. behavioural objective C. environmental assessment D. database research finding

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Chapter 01 - Integrated Marketing Communications

87. _____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. A. Communication and behavioural objectives B. Sales and marketing objectives C. Marketing and behavioural objectives D. Promotional and marketing objectives

88. All of the following explain the importance of IMC EXCEPT: A. the many audiences to communicate with B. the vast number of messages consumers receive C. advertising and promotion regulation D. consumer adoption of technology and media

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

89. _____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Transaction marketing B. Public relations C. Online advertising D. IMC

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Chapter 01 - Integrated Marketing Communications

90. Which of the following is NOT a general characteristic of IMC? A. Competitive-oriented communication B. Unified communication for consistent message and image C. Differentiated communication to multiple customer groups D. Relationships fostering communication with existing customers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-17 IMC: Renewed Perspective

91. Which of the following best describes a criticism of IMC? A. Differentiates communication to multiple customer groups B. Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike C. Unifies communication for consistent message and image D. Uses information from databases to develop communication for tangible results

92. Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner. Kim believes this approach can help develop an efficient and effective communication campaign. This approach is best described as: A. database-centred perspective B. relationship marketing perspective C. audience contact perspective D. persuasive communication perspective

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

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Chapter 01 - Integrated Marketing Communications

93. Which of the following statements about marketing and IMC plans is NOT necessarily true? A. The first step in the IMC planning process is to review the marketing plan B. The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan C. The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program D. The IMC plan is developed similarly to the marketing plan and often uses its detailed information

94. Each promotional mix element has its own set of objectives, message and media strategy, tactics, and ______. A. target audience B. brand identity C. slogan D. budget

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Chapter 01 - Integrated Marketing Communications

95. The development of the basic message to be conveyed to the target audience is called: A. messaging B. creative strategy C. creative imaging D. IMC planning

96. Media strategy includes each of the following decisions EXCEPT: A. overall slogan B. type of media to be used C. specific titles or shows D. communication channels to be used

97. The ________ approves and pays for the creative work and media plan. A. agency-of-record B. promotional agency C. advertiser D. media planning group

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Chapter 02 - Organizing for IMC: Role of Agencies

Chapter 02 Organizing for IMC: Role of Agencies

Multiple Choice Questions 1. An advertising agency that is set up, owned, and operated by the advertiser is called a(n): A. client management firm B. in-house agency C. centralized system D. full-service agency

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

2. Two major reason for a client using a(n) ________ include reducing advertising and promotion costs and saving time. A. self-sufficient agency B. client management system C. in-house agency D. full-service system

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Chapter 02 - Organizing for IMC: Role of Agencies

3. Companies who use a combination of in-house and outside agencies tend to use the external firms mostly for: A. sales presentations B. social media content C. direct mail pieces D. creative and media services

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

4. A major reason why some companies choose to use an in-house agency is to: A. maintain creative freshness B. reduce advertising and promotions costs C. stay better aligned with their brand D. win advertising awards that will enhance the image of their brands

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

5. Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from: A. a brand marketing system B. an in-house agency C. the use of full-service advertising agencies D. the use of creative boutiques

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Chapter 02 - Organizing for IMC: Role of Agencies

6. Leo Burnett recorded people's reaction to the phrase "run like a girl" when they were developing creative for what brand? A. Always B. Dove C. Nivea D. Nike

7. Target's internal creative department handles the design of each of these elements EXCEPT: A. direct-mail pieces B. branding initiatives C. weekly circulars D. in-store displays

8. Which of the following is assigned to Target's outside agencies? A. weekly circulars and in-store displays B. branding and image-oriented communication C. direct-mail pieces D. Video based promotions

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Chapter 02 - Organizing for IMC: Role of Agencies

9. Which of the following statements explains why an organization would want to use an outside advertising agency? A. An outside advertising agency saves money for the client. B. An outside advertising agency always helps the client gain more prestige and a better image. C. An outside advertising agency has more knowledge of the brand's identity and its previous promotional activities. D. An outside advertising agency provides the client with the services of highly skilled individuals who are experts in a number of areas including creative, media, and research.

10. When a client works for many years with a primary agency whose focus is on building the client's brand, it is known as a(n): A. full-service relationship B. principle agency C. agency-of-record (AOR)0029 D. primary service provider

11. Which of the following best describes an Agency-of-Record (AOR)? A. the previous agency who was recorded working for a particular client B. an agency that performs work on a project-by-project basis C. an agency that is subcontracted by the client directly for a particular assignment D. the primary agency whose foremost interest is in building the client's brand

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Chapter 02 - Organizing for IMC: Role of Agencies

12. Which of the following statements about advertising agencies is true? A. Agencies must be used since companies do not have the capabilities of developing their own advertising. B. Agencies are often used because of the skill, expertise, and experience they can offer in the advertising and brand building area. C. Most large, national advertisers use in-house agencies. D. Most large agencies offer only creative services to their clients, they don't get involved in production.

13. International multi service agencies were formed by mergers and acquisitions of mid-sized agencies in order to: A. facilitate global campaigns B. provide integrated marketing communications services worldwide C. eliminate the need for domestic agencies D. forge stronger alliances between agencies and their clients

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-03 Advertising Agency Industry

14. Major agencies that offer an ever-broadening range of IMC services would be more appropriately called: A. advertising agencies B. full-service partners C. marketing communication agencies D. multinational creative boutiques

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Chapter 02 - Organizing for IMC: Role of Agencies

15. Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying? A. a creative boutique B. a full-service agency C. a media buying service D. a collateral agency

16. A full-service agency offers its clients all of the following EXCEPT: A. full range of marketing, communication, and promotion services B. research and creative development C. human resources management D. public relations expertise

17. The agency Zulu Alpha Kilo is unique in their approach to soliciting new business – how so? A. They don't bid on RFPs. B. The focus only on branding. C. They are only open to new business at certain times of the year. D. They prefer to respond to bids.

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Chapter 02 - Organizing for IMC: Role of Agencies

18. An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n): A. comprehensive marketing organization B. media buying service C. in-house agency D. full-service agency

19. The communications link between the ad agency and its clients is the department known as: A. account services B. marketing services C. media D. creative services

20. The ________ is responsible for understanding the advertiser's marketing and promotional needs and clearly communicating them to agency personnel. A. account executive B. marketing specialist C. media specialist D. copywriter

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Chapter 02 - Organizing for IMC: Role of Agencies

21. The agency person who is the focal point of the agency-client relationship is the: A. media buyer B. product manager C. account executive D. brand manager

22. The function of gathering, analyzing, and interpreting information that will be useful in developing advertising content is the responsibility of the agency's ________ department. A. production B. traffic C. research D. account management

23. Which of the following functions is NOT performed by the agency's research department? A. interpreting information to assist in advertising decision-making B. planning the creative and media strategies for the advertising campaign C. designing, executing, and interpreting primary research studies D. disseminating information to agency account planners

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Chapter 02 - Organizing for IMC: Role of Agencies

24. The ________ in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them. A. media director B. traffic manager C. account planner D. account executive

25. Advertising ideas and concepts are derived from the creative brief, which includes information about consumers, competitors, and the market. This is the responsibility of the: A. account executive B. account planner C. creative director D. media director

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-04 Full-Service Agency

26. The department in an advertising agency that is responsible for analyzing, selecting, and contracting for ad space or time that will be used to deliver its client's advertising message is the ________ department. A. public relations B. account services C. marketing research D. Media services

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Chapter 02 - Organizing for IMC: Role of Agencies

27. The ________ department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency. A. traffic B. media C. production D. product management

28. Since most of the client's ad budget is spent on media time and/or space, it is important that the media department: A. coordinates with the creative department to ensure that concepts are not too complex B. focuses on purchasing commercial time on the most popular shows C. develops a plan that communicates to the right audience in a cost-efficient manner D. creates a plan that utilizes the least expensive media vehicles

29. The ________ are the individuals who conceive the ideas for the ads and write the advertising message. A. copywriters B. art directors C. media buyers D. account executives

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Chapter 02 - Organizing for IMC: Role of Agencies

30. The ________ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards. A. account executive B. product management department C. art director, graphic designer, or studio artist D. copywriter

31. After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look. A. account director B. product management department C. copywriter D. art director or the art department

32. A ________ shows what a print ad will look like, while a ________ depicts the sequence of frames for a commercial or video format. A. layout; storyboard B. concept; trailer C. sketch; storyboard D. storyboard; layout

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Chapter 02 - Organizing for IMC: Role of Agencies

33. Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the: A. agency president B. director of account service C. master artist D. creative director

34. The growth of the Internet as a media vehicle has led to the need for all of the following, EXCEPT: A. a digital creative services department B. A complete retreat from using traditional media C. the purchase of interactive firms by full-service agencies D. the coordination of digital and mass media advertising components

35. ________ take(s) the creative work done in mass media and add(s) interactive functionality to be used in various digital executions. A. A digital creative services department B. Small, boutique firms C. The production manager D. Computerized adaptation programmers

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Chapter 02 - Organizing for IMC: Role of Agencies

36. Which department within an advertising agency would assume the responsibility for hiring outside persons such as printers, engravers, photographers, or other vendors to turn a layout into a finished product? A. media department B. art department C. production department D. traffic department

37. The ________ department coordinates all phases of production to see that the ads are completed on time. A. media B. production C. art D. traffic

38. A ________ is an agency organizational structure in which each functional area is set up as a separate department. This structure is called on as needed to perform its specialty and serve all of the agency's clients. A. departmental system B. group system C. tiered system D. matrix system

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Chapter 02 - Organizing for IMC: Role of Agencies

39. The Bright Ideas advertising agency handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. The agency is using which organizational structure? A. departmental system B. group system C. matrix system D. dedicated system

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-04 Full-Service Agency

40. For keeping continuity with a client and preserving client knowledge, what system is best? A. Group system B. Creative boutique C. Departmental system D. In-house agency

41. Which of the following might NOT be a reason why an advertising agency would use a group system organizational structure? It would: A. allow agency personnel to become very knowledgeable about a particular client's market and business B. ensure continuity in servicing a particular account C. provide better pricing to a key client D. provide superior service for its accounts

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Chapter 02 - Organizing for IMC: Role of Agencies

42. The traditional method of compensating ad agencies is with: A. the commission system B. hourly billings C. the fee system D. the straight salary method

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

43. Agency compensation under the commission system is based on: A. the total number of hours worked B. a percentage of a client's marketing budget C. a specified percentage of the costs for advertising time or space the agency purchases for its client D. a percentage of advertising production costs

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

44. Opponents of the agency commission system would argue that this system is not effective because a commission: A. keeps the emphasis on creative skills -not on the bottom-line. B. encourages agencies to recommend high media expenditures to increase their commission level. C. encourages agencies to limit their client's advertising expenditures. D. does not tie agency compensation to media costs.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

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Chapter 02 - Organizing for IMC: Role of Agencies

45. The standard agency commission is: A. 15% of media time and space costs B. 15% added on to media time and space costs C. added on to the agency's media costs and personnel time D. a complex formula based on the type of media purchased

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

46. A major argument put forth by defenders of the commission system is that a commission: A. keeps the agencies from placing advertising in expensive media B. ties agency compensation to the inflation in media costs C. encourages agencies to use non-commissionable media such as direct mail D. when choosing agencies keeps emphasis on non-price factors like advertising quality

47. Critics argue that the use of ________ ties agency compensation to media costs. A. the objective-and-task compensation system B. the fixed fee arrangement C. the cost-plus agreement D. the commission system

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Chapter 02 - Organizing for IMC: Role of Agencies

48. Which of the following is NOT a valid criticism of the commission compensation system for an ad agency? A. It is difficult to administer. B. In periods of media cost inflation, the agency is disproportionately rewarded. C. There is an incentive to avoid non-commissionable media. D. Media costs do not relate directly to effort or expertise expended by agencies.

49. Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients? A. commission system B. fee arrangement system C. cost-plus system D. incentive-based compensation system

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

50. An agency books television media space at a cost of $1,000,000. The standard agency commission on this buy is: A. $15,000 B. $150,000 C. dependent upon the time of day the commercials run D. dependent upon the actual shows in which the commercials run

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

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Chapter 02 - Organizing for IMC: Role of Agencies

51. An agency books television media space at a cost of $1,000,000. If cash discounts do not apply, what price does the agency pay to the media company? A. $985,000 B. $1,150,000 C. $850,000 D. $1,000,000 and the client pays the agency commission

52. Why are negotiated commission structures becoming more common? A. to ensure that agencies do not make too much money B. to consider the needs of clients as well as the amount of time and effort the agency spends on an account C. to encourage agencies to cut back on buying network TV advertising for their clients D. to support the creation of a transactional relationship between agency and client

53. Which of the following statements about agency commissions is true? A. Some leading agencies now receive average commissions of 8 to 10 percent. B. Nearly all of the leading agencies still earn a 15 percent commission. C. Most agencies are earning more of their income from fixed commissions as clients expand their IMC programs to include other forms of promotion. D. Most agencies are unwilling to negotiate their commission rates.

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Chapter 02 - Organizing for IMC: Role of Agencies

54. What form of compensation is used to pay the advertising agency when the client's advertising program does not involve a large amount of media billings? A. a share of the profits B. a negotiated commission C. a rebate from the media D. a 17.65 percent markup on costs

55. Negotiated commission rates for advertising agencies: A. are designed primarily to benefit agencies B. are rarely used by consumer-products advertisers C. are becoming less common D. are becoming more commonplace

56. Which of the following statements about changes in the way advertising agencies are being compensated is true? A. Many agencies and their clients have developed some type of fee arrangement or cost-plus agreement for agency compensation. B. With the move toward integrated marketing services, it is likely that there will be a return to the commission system of compensation. C. From the viewpoints of both the client and the agency, the traditional commission system is much superior to negotiated commissions. D. Since most clients want their agencies to be in total charge of the integrated marketing communications process, they are willing to compensate them based on media commissions.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-07 Fee Arrangement

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Chapter 02 - Organizing for IMC: Role of Agencies

57. A ________ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate. A. fixed fee agreement B. negotiated commission C. cost-plus agreement D. fee-commission combination

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-07 Fee Arrangement

58. Under the _______, the client agrees to pay the agency a fee based on the cost of its work plus some agreed-on profit margin. A. cost-plus arrangement B. media commission system C. incentive-based system D. fee-combination arrangement

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-08 Cost-Plus Agreement

59. Under the cost-plus compensation method, all of the following costs might be included in the calculation, EXCEPT: A. production costs B. out-of-pocket expenses C. media costs D. agency self-promotion costs

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Chapter 02 - Organizing for IMC: Role of Agencies

60. Agencies that are reluctant to let clients see their internal cost figures are less likely to accept a: A. fixed-fee arrangement B. cost-plus agreement C. commission-based arrangement D. incentive-based compensation agreement

61. Which of the following compensation methods should an advertiser adopt if its primary goal is to try to maximize agency efficiency and accountability? A. fixed-fee arrangement B. fee-combination arrangement C. commission-based arrangement D. incentive-based compensation agreement

62. The Red River Valley advertising agency receives compensation from its clients based on how well it meets predetermined performance goals. Indicate the compensation method that they are using A. fixed-fee B. fee-commission C. incentive-based D. cost-plus system

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Chapter 02 - Organizing for IMC: Role of Agencies

63. Why would General Motors switch to an incentive-based compensation system with several of its agencies? A. to encourage their agencies to use more mass media advertising B. to encourage their agencies to stop using network TV advertising C. to save money on advertising and divert it to other business departments D. to encourage its agencies to look beyond traditional mass media advertising and develop other ways of reaching consumers

64. The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called: A. the cost-based system B. the Performance by Results (PBR) system C. the fee-combination method D. the advertising reward method

65. The Performance by Results system reflects three groups of performance measures. Which of the following is NOT one of those measures? A. comparison to previous year's communication budget B. marketing communication effectiveness C. overall business performance D. agency process evaluation

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Chapter 02 - Organizing for IMC: Role of Agencies

66. Which of the following, though important, is NOT a direct measure of marketing communication effectiveness? A. brand awareness B. retail sales results C. brand image ratings D. advertising likability

67. The four behavioural objectives that are measures of marketing communication effectiveness are intent to purchase, trial, repeat purchase, and _______. A. viral media B. brand understanding C. brand loyalty D. positioning

68. Jenna sees a commercial for a new brand of toothpaste. She decides to consider it the next time she goes to the drug store. This is an example of which behavioural objective? A. retrial B. sampling C. brand awareness D. intent to purchase

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-09 Incentive-Based Compensation

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Chapter 02 - Organizing for IMC: Role of Agencies

69. Which of the following is a business measure under the Performance by Results system? A. market share B. intent to purchase C. brand awareness D. productivity

70. A ________ audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ________ audit focuses on factors such as the agency's efforts in planning, development, and implementing the advertising program. A. financial/qualitative B. results/process C. financial/creative D. qualitative/quantitative

71. Which of the following should a client its advertising agency's performance NOT take into account when doing an agency evaluation? A. performance of account representatives. B. qualitative considerations, such as the quality of the agency's efforts in creative, media, etc. C. pay levels of agency's CEO. D. market performance measures, such as sales and market share.

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Chapter 02 - Organizing for IMC: Role of Agencies

72. Personality conflicts, unrealistic demands by clients, and personnel changes are all reasons why: A. it is difficult to measure the effectiveness of advertising campaigns B. ad agencies lose clients C. clients need to use more than one agency D. planning and budgeting communication initiatives is difficult

73. Which of the following would NOT be a valid reason for switching advertising agencies? A. dissatisfaction over the quality of the advertising produced by the agency B. conflicts over compensation policies C. a change in research methodology D. no sales growth or a decline in sales of the product

74. Many full-service agencies include sales promotion, merchandising, direct marketing, PR and/or other _______. A. specialized services B. niche opportunities C. consumer needs D. organizational structures

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-11 Specialized Services

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Chapter 02 - Organizing for IMC: Role of Agencies

75. Creative boutiques handle ______ only as companies want to ________. A. creative services; manage other functions internally B. artistic decisions; have full serve organizations do the rest C. retail operations; save money D. analytical services; outsource other functions

76. Which of the following is NOT true about creative boutiques? A. Creative boutiques work directly with clients. B. Clients do not directly hire creative boutiques, but work with them through their Agencyof-Record. C. Creative boutiques are subcontracted by full-service agencies. D. Members of creative departments of larger firms sometimes leave to create smaller creative boutiques.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-12 Creative Boutiques

77. Independent companies that specialize in the purchase of radio and television time are known as: A. media measurement bureaus B. mid-sized agencies C. full-service agencies D. media buying services

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Chapter 02 - Organizing for IMC: Role of Agencies

78. Because ________ purchase such large amounts of time and space, they receive large discounts. A. creative boutiques B. full-service agencies C. in-house agencies D. media buying services

79. Independent media buying services evolved for each of the following reasons EXCEPT: A. media strategy development and planning needs to be separate from the buying function B. the proliferation of specialized media has increased the complexity of purchasing advertising media C. media buying services concentrate on the analysis and purchase of advertising time and space D. advertisers attempt to consolidate their media spending in order to achieve volume efficiencies

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-13 Media Buying Services

80. ________ specialize in offering services, such as database management, direct mail and creative and production capabilities. A. Creative boutiques B. Sales promotion agencies C. Direct-response agencies D. Public relations firms

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Chapter 02 - Organizing for IMC: Role of Agencies

81. ________ specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs. A. Sales promotion agencies B. Direct response agencies C. Lottery corporations D. Interactive agencies

82. Cheerios has a sweepstakes on their boxes where consumers can win a family trip to Disney World. They hired a ________ to develop the creative, negotiate the trip costs, and administer the prizes. A. creative boutique B. mid-range agency C. sales promotion agency D. direct-response agency

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-14 Sales Promotion Agencies

83. A(n) ________ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics. A. public relations firm B. advertising agency C. media mix organization D. direct-response agency

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Chapter 02 - Organizing for IMC: Role of Agencies

84. Publicity seeks to gain positive ______. A. profit margins B. brand recall C. media mentions D. sales returns

85. A typical direct-response agency is divided into three main departments: A. creative, media, and research B. account management, media, and research C. account management, creative, and media D. creative, media, and production

86. The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes. The creator of the best recipe will win a trip to Paris, France. Most likely, Carnation will hire a(n) ________ to plan and execute the campaign. A. public relations firm B. advertising agency C. sales promotion agency D. contest house

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Chapter 02 - Organizing for IMC: Role of Agencies

87. Which of the following statements about the development of interactive media is NOT true? A. Traditional advertising agencies tend not to develop interactive media capabilities. B. Many marketers are using specialized interactive agencies to develop their interactive media. C. Interactive agencies range from smaller companies that specialize in website design and creation to full-service interactive agencies. D. Full-service interactive agencies provide various services including strategic consulting regarding the use of the Internet and online branding, technical knowledge, systems integration, and the development of e-commerce capabilities.

88. Many agencies are moving toward offering more integrated marketing communication (IMC) services: A. because they want to maintain control of the entire promotional process because it leads to more synergy among the various communication elements B. even though it is less convenient for a client to coordinate all of its promotional efforts with one agency C. because an agency with integrated marketing communication capabilities can create a number of different images of the product to appeal to all relevant publics D. although effecting economies of scale and synergy is difficult, especially on large budget campaigns

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-19 Integrated IMC Services

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Chapter 02 - Organizing for IMC: Role of Agencies

89. Which of the following is NOT a benefit of integrated IMC services? A. Clients maintain control of the entire promotional process and achieve greater synergy among each of the program elements. B. It is more convenient to coordinate all of its marketing efforts through one agency. C. An integrated approach creates one voice or a broad theme to address all audiences. D. Agency personnel have expertise in particular aspects of the process and therefore are inclined to consider all variables in the planning decision.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-19 Integrated IMC Services

90. Which of the following results were found in a U.S. survey on agency-client relationships? A. Agencies and clients tend not to trust one another, as profits seem to guide promotional planning. B. Results would be improved through better briefings from clients and a more thorough agency understanding of the client's business and situation. C. Clients should not be overly focused on creative strength when making an agency selection. D. Stronger results were more often delivered in dynamic, short-term situations than in longterm relationships.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-21 Agency-Client Relationships

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

Chapter 03 Consumer Behaviour and Target Audience Decisions

Multiple Choice Questions 1. Consumer behaviour is defined as: A. conspicuous consumption B. the process people engage in when searching, selecting, and using products and services that they need C. the act of physically purchasing a product D. the act of making a final decision as to which product to purchase

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-01 Consumer Decision-Making Process

2. _____ is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires. A. Exchange B. Consumer behaviour C. Conspicuous consumption D. Learning

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

3. The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT: A. Consumers may backtrack to a previous stage as information is acquired. B. The process is actually a meandering journey, with consumers going from store-to-store to get the best deals. C. The process is more continuous, as post purchase evaluation may lead to pre- purchase anticipation at some point in the future. D. Mobile technology allows consumers to experience all stages anywhere at any time.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-01 Consumer Decision-Making Process

4. _____ is the first stage in the consumer decision making process. A. Internal search B. External search C. Need recognition D. Alternative evaluation

5. Steven rides his bicycle everywhere. It is his sole method of transportation, so he does everything necessary to keep it in top running condition. When the chain started to slip a little, he knew that the bike needed to be taken in for servicing at his local bike shop. At this point, Steven was in the _____ stage of the consumer decision-making process. A. internal search B. need recognition C. external search D. post purchase evaluation

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

6. Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because: A. consumers did not see a need for the product. B. It is difficult for marketers to induce need recognition. C. consumers do not engage in novelty-seeking behaviour. D. need recognition does not occur with new products.

7. Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to push consumers to thinking they are at what stage in the purchase cycle? A. Need recognition B. Internal search C. Alternative evaluation D. Purchase

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

8. Need recognition can be considered to be partially caused by a difference between the consumer's _______. A. attitudes and responses B. ideal state and actual state C. view of the world and their place in it D. past and current consumption patterns

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

9. A ______ is a felt need that is shaped by a person's knowledge, culture, and personality. A. self-actualization B. want C. purchase D. habit

10. New needs might arise from each of the following EXCEPT: A. Improved financial position B. Dissatisfaction with a currently used product C. Increased hours spent on social media comparing yourself to your friends D. Change in lifestyle or stage of life

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

11. _____ are factors that compel or drive a consumer to take a particular action. A. Motives B. Impulses C. Wants D. Temptations

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

12. According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is related to _________. A. physiological B. social C. self-actualization D. esteem

13. Lower level needs such as hunger and thirst are important to marketers because these needs: A. are the hardest to satisfy B. are an ongoing source of motivation for much or most of consumer purchase behaviour C. offer marketers a basis for differentiating their products D. are the source for most market development strategies

14. The headline for the Allstate Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ needs as defined by Maslow's hierarchy. A. physiological B. social C. esteem D. safety

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

15. If you look around campus you will see many students wearing similar outfits, using similar electronic devices, even eating and drinking the same things. Maslow's theory would attribute these trends to ______ needs. A. physiological B. safety C. social D. self-actualization

16. The level of need which a particular product satisfies may vary by consumer. A good example of this is: A. Mark wears the same name-brand boots as other members of the chess club. B. Juan and Maria both bring their lunch to school, but Maria's lunch contains a Motts fruit cup for a snack whereas Juan prefers Pringles chips. C. Celine has finally retired and can now devote time to the local theatre group. D. Tammy buys a new Canada Goose jacket because it's the latest trend, whereas Jessica buys it for its superior protection when winter camping.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

17. After determining the need for a product, the next stage in the consumer decision- making process is: A. attitude formation B. alternative evaluation C. information search D. motivation to purchase

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

18. An external information search might include each of the following EXCEPT: A. past outcomes from using the brand B. the opinions of friends and relatives C. advertising and/or salespeople D. print media

19. On a trip to Vulcan, AB, Myra experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau for help and looked in the local yellow pages. Finally, she called a friend who used to live in Vulcan for his recommendation. Myra was obviously engaged in which stage of the consumer decision making process? A. Need recognition B. Information search C. Alternative evaluation D. Purchase decision

20. _____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. A. Internal search B. External search C. Alternative evaluation D. Post purchase evaluation

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

21. Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at Future Shop many questions before purchasing a stereo receiver. These activities are examples of: A. internal search B. external search C. post purchase evaluation D. problem clarification

22. If a person is in a rush to order a pizza as they work late on project at work and they remember the jingle for Pizza they are relying on what type of information search? A. External B. Internal C. Mnemonic D. Alternative

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

23. _____ is formed by a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. A. Information search B. Problem solving C. Perception D. Integration

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

24. Perception is an important consideration for ad creation. Dior perfume used scent strips in its print ads and a caterer mailed free taste samples to potential clients to influence _____ and to increase the probability that the ad will be noticed. A. the level of sensory input B. consumer personality C. perception retrieval D. subliminal perception

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

25. ______ occurs when the consumer chooses to focus attention on certain stimuli while excluding others. A. Selective attention B. Selective exposure C. Subliminal perception D. Selective comprehension

26. Daria is listening to music on her car radio. When a commercial comes on, she changes the station. Daria is engaging in: A. selective attention B. selective exposure C. selective retention D. subliminal perception

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

27. _____ occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper. A. Selective attention B. Selective exposure C. Selective retention D. Subliminal perception

28. The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as: A. selective exposure B. selective comprehension C. selective retention D. subliminal perception

29. The Energizer bunny, the "Loving it" McDonalds jingle, and the Mr. Peanut character used by Planters' Peanuts are all examples of: A. cues B. persuaders C. trigger points D. mnemonics

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

30. Symbols, rhymes, association, and images that assist in the learning and memory processes are known as: A. cues B. mnemonics C. trigger points D. persuaders

31. Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1800-HILTONS. The telephone number is based on: A. a subliminal technique B. classical conditioning C. reinforcement theory D. a mnemonic

32. Every afternoon at about 3 o'clock, Neil buys a cold drink. He either buys a Coca-Cola, a Mountain Dew, or a Minute Maid lemonade. He will not buy any other brand or type of soft drink because the three drinks make up his: A. decision criteria B. brand attribution list C. evoked set D. subliminal choices

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

33. The brands identified by the consumer as purchase options to be considered is called a(n): A. evoked set. B. decision criteria. C. brand attribution list. D. choice subset.

34. _____ refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed. A. Evaluative criteria B. Attribute assignments C. Dissonance motives D. Consequences

35. An example of functional benefit is: A. the taste of a soft drink B. the number of people you know who own the brand C. the product photo in a magazine ad D. the model number of a plasma TV

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

36. Concrete outcomes of product usage that are tangible and directly related to product performance are: A. experiential benefits B. psychological benefits C. functional benefits D. evaluative proofs

37. Marketers of new brands or brands with low market share need to _______ in order to break into their target's evoked set. A. advertise more B. focus on gaining awareness among consumers C. lower their prices D. use advertising more effectively

38. Which of the following attributes are probable evaluative criteria that students use to purchase a new smart phone? A. advertising on popular YouTube channels B. price, styling, and camera quality C. a favourite with bloggers D. availability in local electronics stores

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

39. The brand image that Coca-Cola's recent slogans "Open Happiness" and "Taste the Feeling" are intended to amplify the ______ of the product. A. experiential benefits B. refreshing cola taste C. value proposition D. long-standing heritage

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

40. Four Seasons Hotels offer their guests a choice of pillow (soft vs. hard), depending on their personal preferences and sleep habits. Which of the following statements does this policy represent? A. Four Seasons spends more on guest satisfaction in the hopes of building brand loyalty. B. By offering the service attribute of a particular pillow, Four Seasons hopes prospective guests will recognize the performance benefit of a better night's sleep. C. Special pillows are a benefit of staying at the Four Seasons Hotel. D. Many people making the decision on which hotel to book consider pillows to be a key criterion.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

41. _____ is a construct or notion that represents an individual's overall feelings or evaluation of an object. A. A motive B. A need C. A perception D. An attitude

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

42. Marketers try to positively influence consumers' evaluation of their products because research shows a strong link between attitudes and ______. A. motives B. value consideration C. purchase behaviour D. needs

43. _____ is a predisposition to buy a certain brand. A. A purchase decision B. A purchase intention C. Affective behaviour D. Satisfaction

44. _____ is a preference for a particular brand that results in its repeated purchase. A. A purchase intention B. Satisfaction C. Cognitive dissonance D. Brand loyalty

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

45. Bryan Nixon owns several apartments. Having tried some other appliance brands in his rental apartments and been dissatisfied with their short life span, Nixon will now only purchase Maytag brand appliances to go into his apartments. Nixon's repeat purchases of Maytag appliances indicate: A. the existence of cognitive dissonance B. the absence of any affect referral decision rule C. strong brand loyalty D. extensive decision making and strong psychosocial consequences

46. Marketers strive to develop and maintain brand loyalty by doing all of these things EXCEPT: A. Dropping the requirement for reminder advertising expenditures as they know the brand already B. maintaining prominent shelf positions and displays in stores C. running periodic promotions to deter customers from switching brands D. using loyalty programs such as Air Miles

47. A judgement that consumers make with respect to the pleasurable level of consumptionrelated fulfillment is more simply known as: A. subliminal choice B. satisfaction C. brand loyalty D. positive reinforcement

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

48. Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through: A. motive stimulation B. subliminal perception C. integration processes D. affective reasoning

49. Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called: A. formal integration strategies B. heuristics C. formalized group norms D. problem-solving consequences

50. Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using: A. the affect referral decision rule B. cognitive input/output C. psychosocial consequences D. non-qualitative evaluative criteria

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

51. Each of the following statements about the post purchase evaluation process is correct EXCEPT: A. Feedback acquired from actual use of a product will influence the likelihood of future purchases. B. Positive performance leads to retention of the product in a consumer's evoked set. C. Consumer decisions are rarely influenced by the cognitive dissonance of others; they prefer to form their own opinions. D. Unfavourable outcomes may lead to the formation of negative attitudes about the brand.

52. Which circumstance will likely create the most cognitive dissonance? A. Buying a new WIFI router that never works and not returning it because you lost the receipt. B. Buying a sweatshirt that you like but having it no longer fit two months later because you lost weight. C. Buying coffee creamer that you forgot in your car in the summer. D. Buying fertilizer for your lawn and not reading the directions and over fertilizing to the point of burning your lawn.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-06 Post-purchase Evaluation

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

53. A feeling of post purchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called: A. subliminal anxiety B. dissatisfaction C. cognitive dissonance D. negative reinforcement

54. Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by: A. routine response behaviour B. limited problem solving C. extended problem solving D. cognitive learning

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

55. For which of the following situations is a consumer's purchase behaviour likely to be characterized by extended problem solving? A. The purchase of a laundry detergent. B. The purchase of a new pair of running shoes by a consumer who runs regularly. C. The selection of a restaurant for lunch with friends. D. The first-time purchase of a personal computer by a student with no prior knowledge of PCs.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

56. A product manager for a new brand of laundry detergent must: A. increase problem recognition for detergent purchases B. interrupt consumers' routine choice behaviour and get them to consider a new brand C. maintain a lower price than competitors D. create pioneering advertising

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

57. A group whose presumed perspective or values are used by an individual as the basis for his judgments, opinions, and actions is a: A. subculture B. social class C. reference group D. demographic group

58. Alicia does not want to wear that particular brand because those people who wear it at her school are known for taking drugs. This is a _______ group A. dissociative B. disconnected C. confrontational D. segregated

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

59. Reference groups to which one would like to belong are called _____ groups. A. aspirational B. associative C. acquisitive D. integrated

60. Reference group members play many roles in the purchase decision-making process. Which of the following is NOT one of those roles? A. The initiator B. The associate C. The influencer D. The consumer

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-08 Group Decision Making

61. The first step in the target market process is to: A. select a target market B. segment the market C. determine the marketing positioning strategy D. develop new products

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-10 Marketing Planning Process

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

62. ______ describe(s) the group of consumers toward whom an overall marketing program is directed. A. Demographics B. Millennials C. Audience D. The target market

63. When television stations sell advertising, time based on age categories of viewers, they are using _____ segmentation. A. demographic B. psychographic C. geographic D. behavioural

64. Which of the following is like the LEAST effective potential basis for segmenting the consumer market for bran muffin mixes? A. age B. rate of use of muffin mixes C. home ownership D. lifestyle

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

65. Lester's Smoked Meat is very popular in Montreal, but not as popular in the rest of Canada. Given this information, Lester's should use _____ segmentation. A. demographic B. personality C. geographic D. behaviouristic

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

66. Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. demographic segmentation B. psychographic segmentation C. quantified aggregation D. lifestyle aggregation

67. All of the following are demographic factors EXCEPT: A. age B. family size C. income D. product usage

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

68. Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries. Consumer finance companies are using _____ segmentation. A. geographic B. demographic C. lifestyle D. behaviouristic

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

69. An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. A. geographic B. demographic C. lifestyle D. behaviouristic

70. An ad for Nivea skin cream which is used by women states that the cream allows you to "give your skin back its own wrinkle control." This ad is using _____ segmentation. A. behaviouristic and benefit sought B. benefit sought and demographic C. psychographic and behaviouristic D. demographic and psychographic

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

71. _____ divides a market on the basis of lifestyles. A. Leisure marketing B. Psychographic segmentation C. Benefit segmentation D. Behaviouristic segmentation

72. The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse himself or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation. A. psychographic B. demographic C. behavioural D. usage

73. Psychographic segmentation considers values and lifestyle attributes based on an analysis of consumers' AIOs. This stands for: A. Actual involvement and openness to new brands B. Activities, interests and opinions C. Attitudes, initiatives and options D. Aspirations, inhibitions and other psychological barriers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

74. Psychographic segmentation considers each of the following variables EXCEPT: A. culture B. social class C. personality D. spending ability

75. _____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Demographic C. Behavioural D. Psychographic

76. Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates that ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation. A. benefit B. geographic C. personality D. usage

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

77. Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. A. behavioural B. lifestyle C. demographic D. VALS

78. Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)? A. Behavioural B. Benefit C. Lifestyle D. Needs

79. _____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Usage C. VALS D. Lifestyle

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

80. An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation. A. benefit B. demographic C. usage D. VALS

81. The fact that some consumers want a toothpaste that fights cavities while others want a toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____ segmentation in the toothpaste market. A. behavioural B. benefit C. psychographic D. demographic

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

82. Volvo's strategy of emphasizing the safety of its cars in its advertising reflects a positioning strategy based on: A. benefit segmentation B. psychographic segmentation C. positioning by price/quality D. positioning by product class

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

83. _____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS) program. A. Demographic B. Psychographic C. Benefit D. Behaviouristic

84. _____ is the complexity of learned values, norms, and meanings shared by members of a society. A. Instinct B. Culture C. Learning D. Motivation

85. _____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviours can be grouped. A. Social class B. Target market C. Market segment D. Culture

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

86. Promotional planners differentiate between a brand's target market and the target audience. Which of the following statements is the best illustration of this concept? A. Some people prefer BMW's line of cars for the sleek styling and engineering. Others buy them to satisfy their esteem needs. B. Campbell Soup offers a variety of products. Some are ready-to-eat and others are best used as a recipe ingredient. C. Rimmel targets women aged 16-45 for their cosmetic products. They have engaged a popular blogger to review their new line of lipstick in the hopes that young social-media users will be enticed to try it. D. The overall demographic of "women" can be further broken down in terms of lifestyle, values, and interests as well as their geographic location.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-17 Profile for IMC Tools

87. _____ are customers that buy the main brand, but also buy another brand in the product category within a given relevant time period. A. Brand loyalists B. Favourable brand switchers C. Other brand switchers D. New category users

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

88. Campbell Soup wishes to maintain consistent consumer purchase and consumption behaviour without having to advertise too often or too heavily. They should focus their communications on: A. brand loyalists B. favourable brand switchers C. other brand switchers D. new category users

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

89. Oftentimes, changes in one's life lead a consumer to purchase products they have not used before. These consumers are considered to be: A. brand explorers B. favourable brand switchers C. window shoppers D. new category users

90. Jeff runs several times a week and believes that Nike running shoes are the best for his running style and the shape and size of his foot. Puma may consider it inefficient to advertise to Jeff because they consider him to be: A. a picky consumer B. a favourable brand switcher C. Strongly brand loyal to another brand D. unable to impress with their unique product features

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

91. If an ad uses language or references to a lifestyle that is unfamiliar to the ____, there is less likelihood of it positively influencing potential customers A. consumer B. end user C. family size D. target audience

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-05 Express why a profile of the target audience is important for message, media, and IMC tool decisions. Topic: 03-15 Profile for Messages

92. Developing a(n) ________ allows the message to be more precisely delivered in a medium that has a higher proportion of the target audience. A. detailed profile of the target market B. a study of social media trends C. evaluation of past promotional activity D. substantial promotional budget

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Chapter 04 - Communication Response Models

Chapter 04 Communication Response Models

Multiple Choice Questions 1. The basic function of the elements of the integrated communication program is to: A. communicate with a firm's target audience B. convince customers to make a purchase immediately C. convince customers to pay a higher price for a product or service D. educate customers about the features of a product or service

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

2. _____ is the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and receiver. A. Advertising B. Encoding C. Decoding D. Communication

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

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Chapter 04 - Communication Response Models

3. Which of the following statements about effective communication is true? A. Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication. B. For effective communication, marketers must understand the meanings that words and symbols attach to consumers and how these words and symbols are interpreted. C. Effective communication is unaffected by the reception environment. D. Effective communication is not affected by the amount of noise in communication pathway.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

4. Which of the following is NOT a controllable variable in the communication process? A. Receivers B. Source C. Message D. Channel

5. Successful communication depends on all of the following EXCEPT: A. the nature of the message B. the interpretation of the message by the sender C. the environment in which a message is received D. the receiver's perception of the source of the message

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Chapter 04 - Communication Response Models

6. Which of the following is NOT a basic element of the communication process? A. Source B. Message C. Channel D. Integration

7. Putting thoughts, ideas, images or information together in symbolic form is called: A. encoding B. deciphering C. shaping D. decoding

8. When Sidney Crosby appears in a commercial endorsing Gatorade, the message source is: A. PepsiCo, the company that owns Gatorade B. the television program that the advertising provides financial support for C. Sidney Crosby D. The status of the NHL

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Chapter 04 - Communication Response Models

9. The communication process begins with the process of _____, which leads to the development of a _______ that contains the information or meaning a source hopes to convey. A. encoding; message B. encrypting; transmission C. encoding; response D. decoding; transmission

10. The source or sender of an advertising communication: A. is typically a salesperson or a selling agent of some sorts B. is never a nonpersonal entity C. is typically identified as the owner of the medium in which the communication appeared D. can be an individual or a nonpersonal entity such as the corporation

11. When marketers develop an advertising message, one of their primary goals is to encode the message: A. in a way that makes its message unique to each individual who is exposed to the ad B. so that it can only be understood by members of the target audience C. so that it will be understood and interpreted in a similar way by most consumers D. using nonverbal communication so as to eliminate problems with connotations and jargon

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Chapter 04 - Communication Response Models

12. The encoding process leads to the development of: A. a message B. noise C. a channel D. feedback

13. Which of the following statements best illustrates how important the source of a message can be to a communication campaign? A. Nike is a well-known, successful brand. B. When photos of Olympic swimmer Michael Phelps smoking marijuana appeared on social media, many of his sponsors cancelled his contracts. C. Many perfume brands employ famous, beautiful actresses to represent them in advertising. D. Consumers only pay attention to spokespersons with whom they are familiar.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-03 Encoding

14. Each of the following statements about an advertising message is true EXCEPT: A. advertising messages can be verbal or nonverbal. B. advertising messages cannot be purely visual. C. advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. D. the effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains.

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Chapter 04 - Communication Response Models

15. The _____ is the method or medium by which communication travels from the source to the receiver. A. channel B. feedback mechanism C. source derivation D. message transmitter

16. Which of the following is an example of a personal channel of communication? A. Online customer service personnel B. Newspaper C. Radio D. Magazines

17. Riley told Terry and Bill, Terry told Melissa, and Melissa told Gwen, Andrew, and Beryl that the new Chinese restaurant in town had authentically prepared Chinese dishes. This word-of-mouth took place via a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-05 Non-Personal Channel

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Chapter 04 - Communication Response Models

18. Two-way communication between a brand and its consumers on social media such as Twitter, Facebook and blogs are examples of a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

19. Honda broadcasts a commercial during "Law & Order," a TV program that is seen by a large number of viewers. The broadcasting of this ad takes place in a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-05 Non-Personal Channel

20. Loblaws supermarkets buy an insert with product information and a coupon to go into Saturday's Toronto Star. The newspaper is read by over 100,000 people. The newspaper is an example of a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. direct response

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Chapter 04 - Communication Response Models

21. Nonpersonal channels of communication include: A. the neighbour who offers you advise on a car purchase. B. salespeople, relatives, and spokespeople. C. reference groups, sales clerks, and telemarketers. D. online television broadcasts, radio, newspapers, and magazines.

22. Arvin believes that using personal channels will be most effective for communicating the launch of his new restaurant. He should employ each of the following methods EXCEPT: A. billboards in his neighbourhood. B. visiting local school groups and seniors centres. C. promoting current, and asking for new, menu suggestions over Facebook and Twitter. D. rewarding his kitchen and wait staff for recommending the restaurant to their friends and families.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-06 Personal Channel

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Chapter 04 - Communication Response Models

23. Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE? A. Marketers will target trendsetters and other influencers because consumers tend to listen to others' opinions about a brand. B. Both opinion leadership and opinion seeking contribute to online forwarding and chatting about a message. C. Electronic WOM tends to cut down overall shopping time and time spent considering a product purchase. D. Non-loyal customers may be more responsive to marketing campaigns designed to encourage them to spread the word about a product.

24. _____ is the process of interpreting a sender's message into thought. A. Decoding B. Encoding C. Channeling D. Responding

25. Which of the following communication processes will most likely be influenced by the experiences, perceptions, attitudes, and values of the message recipient? A. Encoding B. Decoding C. Noise D. Transmission

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Chapter 04 - Communication Response Models

26. The field of experience of the receiver most heavily influences which component of the communication process? A. Decoding B. Message C. Feedback D. Noise

27. The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her: A. field of experience. B. common ground. C. source characteristics. D. selective perceptions.

28. Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. Freshness is the message that the ad is supposed to deliver, but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish, then in terms of the communication process, the Lestors have _____ the message improperly. A. encoded B. interpreted C. decoded D. channeled

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Chapter 04 - Communication Response Models

29. The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish: A. feedback mechanisms B. response hierarchies C. common ground D. fields of experience

30. The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some _____ between the two parties. A. interpretative link B. feedback mechanism C. common ground D. field of experience

31. _____ is any unplanned distortion or interference in the communication process. A. Selective perception B. Noise C. Feedback D. Blocking

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Chapter 04 - Communication Response Models

32. Marius is watching a suspenseful TV program with a group of friends. During the commercial break everyone starts discussing the show, and he cannot hear the commercials even though he really wanted to hear the Molson Canadian commercial. Marius's inability to receive the Molson Canadian message is an example of which element of the communication process? A. Encoding B. Decoding C. Feedback D. Noise

33. Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted by a colourful ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Travis from seeing the plant nursery ad and acted as: A. noise B. a decoding block C. negative feedback D. a receptor block

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Chapter 04 - Communication Response Models

34. Which of the following would NOT be considered "noise" in the communication process? A. A competitor's glossy magazine ad compared to your one-colour newspaper ad B. A decrease in your advertising expenditure versus last year C. The use of a sign, symbol or words that are unfamiliar to the target audience D. The preponderance of commercials during a popular TV show

35. ______ is the part of the receiver's response that is communicated back to the sender. A. Feedback B. Noise C. Reciprocity D. Encoding

36. Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message? A. Encoding mechanisms B. Feedback C. Noise filters D. The channel

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Chapter 04 - Communication Response Models

37. An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of: A. feedback B. qualitative research C. noise filtering D. decoding

38. Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store. Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer? A. The questions the buyer asks B. The nonverbal responses the buyer makes such as frowns or gestures C. The buyer's availability to meet at short notice D. The size of the order the buyer is willing to make

39. The element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted is: A. encoding B. feedback C. reception D. response

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Chapter 04 - Communication Response Models

40. For most marketers, the ultimate form of feedback is: A. use of reply cards B. store visits C. sales D. consumer inquiries

41. Counts of customer visits to a store, consumer inquiries, coupon redemption, and recall of advertising are all possible forms of: A. personal communication B. feedback C. noise D. decoding mechanisms

42. Visits to websites, participation in contests, digital forwarding of ads or stories, and Facebook engagement are all possible forms of: A. interpersonal communication B. electronic commerce C. feedback D. decoding mechanisms

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Chapter 04 - Communication Response Models

43. The AIDA model is often used to represent what ideally happens during: A. personal selling B. the decoding of direct marketing advertising pieces C. sales promotions D. the introduction of innovative new consumer products

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-10 Response

44. Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware that such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model. A. hierarchy of effects B. AIDA C. learning D. adoption response

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-10 Response

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Chapter 04 - Communication Response Models

45. The _____ model is a response model that was developed for setting and measuring advertising objectives. A basic premise of this model is that advertising effects don't happen instantly and occur over a period of time A. AIDA B. hierarchy of effects C. information processing D. diffusion rate

46. The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. A. information processing B. hierarchy of effects C. AIDA D. innovation-adoption

47. Which of the following response hierarchy models depicts consumers as going through the stages of awareness - knowledge - liking - preference - conviction - purchase? A. The AIDA model B. The hierarchy of effects model C. The information processing model D. The purchaser learning model

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Chapter 04 - Communication Response Models

48. Which of the response models would involve a customer retaining knowledge of a Cineplex app so they are able to go to the app any time see a movie with their friend? A. The AIDA model B. The hierarchy of effects model C. The information processing model D. The low involvement model

49. Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver? A. The AIDA model B. The hierarchy of effects models C. The low involvement model D. The information processing model

50. Nike conducts a marketing research study and finds that the majority of consumers can recall the company's "Just do it" ad slogan. Nike can safely assume that consumers: A. appear to be aware of Nike's advertising. B. have favourable attitudes toward Nike. C. understand the advertising message Nike is trying to communicate. D. will probably buy Nike athletic shoes.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

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Chapter 04 - Communication Response Models

51. Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness? A. Consumers must pass through each stage before making a purchase. B. Awareness and recall are the most important measures of ad effectiveness. C. The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. D. The hierarchy is not useful because sales are the only appropriate goal of advertising.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

52. Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioural D. conative

53. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioural D. motivational

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54. During the 2016 Olympics, Royal Bank of Canada aired heart-warming ads showing athletes who had received financial assistance in order to train and compete. RBC is hoping to influence consumers in the _______ stage of the response process. A. cognitive B. affective C. behavioural D. purchase

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

55. The three traditional hierarchy response models all consistently view that the consumer moves through three stages, even though the steps may vary. These stages, in order, are: A. affective, cognitive, purchase B. knowledge, attention, conviction C. awareness, interest, desire D. cognitive, affective, behavioural

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

56. According to the __________, the consumer is an active participant in the communication process and gathers information through active learning. A. standard learning hierarchy B. low-involvement hierarchy C. dissonance/attribution model D. maximum likelihood model

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