Ch 1

Question 1

CL Inc., a packaged goods manufacturing company, placed an advertisement in the Independent Retailer, a monthly wholesale purchasing guide for wholesalers and retailers. The advertisement contained pictures of the product and a slogan that states, “Now here’s a kiddie snack that mothers will love to see at your checkout counters.” Which type of advertising has been used here?

Answer 1

trade advertising

Question 2

A well-known brand of orange juice ran an advertising campaign that touted the health benefits of drinking orange juice. This form of advertising is known as

Answer 2

primary-demand advertising.

Question 3

One Stop Corporation has been working with Top Agency to analyze their promotional plan to include methods for creating awareness about One Stop’s product attributes, methods for developing favorable attitudes, and how to better understand consumer purchase intentions. What type of goals or objectives are they creating at this stage of the integrated marketing communications plan?

Answer 3

communication objectives

Question 4

The movement that began in the 1980s toward using all forms of promotion to achieve maximum communication impact was not a fad. According to the 4As’ definition, what is the name of this evolving approach to coordinate promotional elements and other marketing activities?

Answer 4

Integrated Marketing Communications

Question 5

Average Industries is finding it difficult to differentiate their products or services on the basis of functional attributes. Through advertising, Average Industries can give consumers favorable, unique images so that they make positive associations with Average Industries. This advertising will be building a

Answer 5

brand image.

Question 6

Direct-response advertising encourages customers to purchase products directly from the manufacturers.

Answer 6

true

Question 7

Which of the following is not one of the terms used to describe the concept of integration in IMC?

Answer 7

autonomous channels

Question 8

Which of the following is not a factor driving the integrated marketing communications movement?

Answer 8

The growth of mass-media advertising

Question 9

________ is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand.

Answer 9

Brand identity

Question 10

Large organizations and firms usually spend huge sums of money on promotional activities because it guarantees the success of a product.

Answer 10

false

Question 11

Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.

Answer 11

false

Question 12

A type of media called ________ generates exposure for a company or brand through outside entities such as the media or the general public; the company or brand does not pay for it. One of the best examples of this type of media occurred in 2014 when the ALS Ice Bucket Challenge to promote awareness of the disease and encourage donations to research went viral.

Answer 12

earned media

Question 13

Fast Growing Company is performing a promotional program situation analysis. They are currently analyzing the communication process and creating objectives for sales, market share, and profitability. In the promotional planning process, these are called

Answer 13

marketing objectives

Question 14

Harry has joined the marketing department of KC Cola. While going through some files, he came across a document designed for a particular brand of product that contained a detailed analysis of the environmental factors and competition. It also contained a time frame within which some objectives, further divided into tasks, had to be accomplished. The document not only listed the target markets for the brand but also contained specifications about its four Ps and various methods to check the performance of the team as well as of the brand. Which document is this likely to be?

Answer 14

marketing plan

Question 15

Tom, a chocolate maker, placed ads for his chocolate bars in Magz, a magazine that is popular among the managers of large hotels. Knowing that these hotels use chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels’ purchasing managers. Tom is using

Answer 15

business-to-business advertising.

Question 16

Mobile marketing is an online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences/perspectives, and even media themselves.

Answer 16

false

Question 17

KB Enterprises is struggling with making their projected sales quotas. They engaged a task force to review their current marketing plan and promotional program. The task force has just completed a review of the marketing plan and is now ready to conduct a situational analysis focusing on factors such as the firm’s customers’ characteristics and buying patterns, their decision process, and factors influencing their purchase decisions. This analysis is called

Answer 17

an external analysis.

Question 18

The American Marketing Association’s original definition of marketing focused on ________ as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers.

Answer 18

exchange

Question 19

Star Products has made protecting and preserving the environment the core business tenet of the company. They demonstrate this commitment by re-evaluating how their products and services are created, produced, and marketed to meet the needs of the current generation without compromising the ability of future generations to meet their needs. This is called building

Answer 19

sustainability

Question 20

Offersforshoppers.com is a website that provides various offers to consumers. Users can visit the website and choose the offers that they prefer, then relevant coupons that can be redeemed at the point of purchase are sent to their mobile phones. Which of the following promotional-mix elements is occurring in this scenario?

Answer 20

interactive media

Question 21

Jane told her friend Anne that Clean-Yes, a detergent recently launched by TG & Company, was extremely good because it not only removed tough stains but was also mild on clothes. Which type of touch point is happening in this scenario?

Answer 21

unexpected touch point

Question 22

The main disadvantage of publicity over other forms of promotion is its high cost.

Answer 22

false

Question 23

Over the last two decades, increased access to mobile devices, greater Internet usage, and more double-income families have meant more income but less time for shopping for many people. As a result, marketing agencies have used ________ to encourage consumers to purchase products and services directly from the manufacturer.

Answer 23

direct-response marketing

Question 24

Having a marketing and communications strategy to market consumer products and services adds value by strategically integrating the various communication functions into one plan versus having them operate autonomously. What is the name of the plan for coordinating efforts to avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs?

Answer 24

integrated marketing communications plan

Question 25

Television’s mass audiences are changing; no longer can advertisers depend on broadcast shows like Dallas to capture a major audience who will tune in and watch commercials until they learn who shot JR. Instead, advertisers have moved to refined Internet formats such as paid search. This widely used form of online advertising is a type of

Answer 25

micromarketing