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Marketing Communication > Lecture 5: Managing Marketing Communication > Flashcards

Lecture 5: Managing Marketing Communication Flashcards

1
Q

Managing MC comprises fundamental decisions and implementation decisions.

A

True.

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2
Q

Target groups/segments are typically defined by a combination of characteristics; demographics, psychographics, geographics, behavioural characteristics.

A

True.

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3
Q

Segments must be: Accessible, measurable, different, and large enough.

A

True.

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4
Q

Positioning is the process of deciding on a brand position statement that represents the key features, benefits, or image of a brand and its distinctiveness vis-a-vis competitive brands in the same category.

A

True.

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5
Q

Communication objectives include sales volume, sales value, ROI, market share and, profitability.

A

False.

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6
Q

Sales objectives include performance, image, and reputation.

A

False.

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7
Q

Corporate objectives include: category need, brand awareness, knowledge/comprehension, attitude, purchase intention, satisfaction, and loyalty.

A

False.

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8
Q

Communication objectives include: category need, brand awareness, knowledge/comprehension, attitude, purchase intention, satisfaction, and loyalty.

A

True.

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9
Q

Sales objectives include: sales volume, sales value, ROI, market share, and profitability.

A

True.

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10
Q

Corporate objectives include: performance, image, and reputation.

A

True.

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11
Q

Objective setting requirements must include a precise statement of who, what, and when.

A

True.

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12
Q

Objective setting requirements must be quantitative and measurable.

A

True.

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13
Q

Objective setting requirements must specify the amount of change.

A

True.

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14
Q

Objective setting requirements must be realistic.

A

True.

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15
Q

‘Introduction’ to the communication objectives of a product life cycle includes brand attitude, and brand preference.

A

False.

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16
Q

‘Introduction’ to the communication objectives of a product life cycle includes category need, brand awareness, brand knowledge, and brand attitude.

A

True.

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17
Q

‘Growth’ in the product life cycle includes brand attitude and brand preference.

A

True.

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18
Q

‘Maturity’ in the product life cycle includes top-of-mind awareness, brand attitude, brand loyalty, and customer satisfaction.

A

True.

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19
Q

‘Decline’ in the communication objectives in the product life cycle focuses on purchases, and new target groups.

A

True.

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20
Q

Financial resources assigned to specific MC elements to accomplish desired objectives is called budgeting.

A

True.

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21
Q

The affordable budgeting method is when a company sets communication expenditures at a specified percentage of sales (wither current or anticipated).

A

False.

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22
Q

The affordable budgeting method is when a company sets a communication budget at what the company thinks can afford.

A

True.

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23
Q

The competitive parity budget method is when a company sets a communication budget to achieve share of voice parity with competitors.

A

True.

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24
Q

The Percentage of sales budgeting method is when a company sets their communication expenditures at a specified percentage of sales (either current or anticipated).

A

True.

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25
Q

The objective and task budgeting method is when a company sets their communication budget by defining specific objectives, determining the tasks to achieve objectives, and estimating the costs of performing these tasks.

A

True.

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26
Q

For mature brands, an increase in weight leads to the same increase in sales.

A

False.

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27
Q

For mature brands, an increase in weight does not lead to the same increase in sales.

A

True.

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28
Q

Decrease in ad weight leads to a decline in sales, at least in the short to medium term.

A

False.

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29
Q

Decrease in ad weight does not lead to a decline in sales, at least in the short to medium term.

A

True.

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30
Q

Novelty in factors such as media, copy, product, etc. can positively influence the effectiveness of advertising.

A

True.

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31
Q

Novelty in factors such as media, copy, product, etc. can negatively influence the effectiveness of advertising.

A

False.

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32
Q

If ad weight has an effect, it is not until the long term these effects are noticed.

A

False.

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33
Q

If ad weight has an effect, the effect is visible early.

A

True.

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34
Q

Ad elasticity is weaker for durable than for non-durable goods.

A

True.

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35
Q

Ad elasticity is weaker for non-durable than for durable goods.

A

False.

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36
Q

The long-term elasticity is about twice as big as the short-term elasticity.

A

True.

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37
Q

The short-term elasticity is about twice as big as the long-term elasticity.

A

False.

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38
Q

Ad elasticity is weaker in Europe than in the USA.

A

False.

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39
Q

Ad elasticity is weaker in the USA than in Europe.

A

True.

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40
Q

Ad elasticity is weaker in later stages of product life cycle than in early stages.

A

True.

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41
Q

Creative strategy is determined by positioning and aligned with communication objectives.

A

True.

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42
Q

Media strategy is determined by targeting, positioning, objectives, and budget.

A

True.

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43
Q

Media strategy is determined by positioning and aligned with communication objectives.

A

False.

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44
Q

Creative strategy is determined by targeting, positioning, objectives, and budget.

A

False.

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45
Q

Elements of media strategy are selection of media classes and types of media vehicles, media mix.

A

True.

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46
Q

‘Form’ media classifications consist of six main classes: (broadcast, print, outdoor, digital, instore, other) with different types (e.g., broadcast, television and radio) and many vehicles.

A

True.

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47
Q

Criteria for media selection includes fit of creative execution and media, length of time, possibility of interaction, geographic coverage of media, frequency of repeated exposure, speed of message delivery, location where media is consumed, and cost.

A

True.

48
Q

In the Media Planning Terminology ‘reach’ is described as the average number of exposures among those reached by a campaign.

A

False.

49
Q

In the Media Planning Terminology ‘reach’ is described as the percentage of the target audience exposed to the MC campaign at least once in a specified time period.

A

True.

50
Q

In the Media Planning Terminology ‘frequency’ is described as the average number of exposures among those reached by a campaign.

A

True.

51
Q

In the Media Planning Terminology ‘share of voice’ is described as the fraction of a firm’s media distribution divided by that of all firms in the market (measured in terms of reach, frequency, GRPs).

A

True.

52
Q

In the Media Planning Terminology, Gross Rating Points (GRPs) is the frequency x reach (e.g., an ad that is aired 5 times reaching 50% of the target audience, would have 250 GRP) -> most common measure for buying media time.

A

True.

53
Q

In the Media Planning Terminology, the ‘cost per thousand’ (CPM) is the cost of reaching 1000 households by airing a commercial.

A

True.

54
Q

In media schedules, continuity is when a company concentrates its entire efforts in some initial period of a planning horizon (pre-releases, new product launch).

A

False.

55
Q

In media schedules, ‘blitz’ is when a company expends its efforts at some constant level throughout the planning horizon (-> established products)

A

False.

56
Q

In media schedules, ‘blitz’ is when a company concentrates its entire efforts in some initial period of planning horizon (pre-releases, new product launch)

A

True.

57
Q

In media schedules, ‘continuity’ is when a company expends its efforts at some constant level throughout the planning horizon (-> established products).

A

True.

58
Q

In media schedules ‘fighting’ (or bursting) can be described as irregularly scheduled “bursts” of spending for short periods, separated by long periods of no appearance (-> attention getting).

A

True.

59
Q

In media schedules, ‘pulsing’ can be described as when a company regularly alternates the spending rate between high and zero or minimum non-zero level of appearance.

A

True.

60
Q

In media schedules ‘fighting’ can be described as when a company regularly alternates the spending rate between high and zero or minimum non-zero level of appearance.

A

False.

61
Q

In media schedules ‘pulsing’ can be described as irregularly scheduled “bursts” of spending for short periods, separated by long periods of no appearance (->attention getting).

A

False.

62
Q

Search engine advertising (SEA) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results - often referred to as “natural”, “organic, or “earned” results.

A

False.

63
Q

Search engine optimization (SEO) is a method of placing online advertisements on web pages that show results from search engine queries (auction pricing).

A

False.

64
Q

Search engine advertising (SEA) is a method of placing online advertisements on web pages that show results from search engine queries (auction pricing).

A

True.

65
Q

Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results - often referred to as “natural”, “organic”, or “earned” results.

A

True.

66
Q

In online advertising ‘display’ is the number of impressions (number of times an ad is displayed within a webpage consulted by a visitor).

A

True.

67
Q

In online advertising ‘actual exposure’ is the number of ads viewed, exposure time.

A

True.

68
Q

In online advertising ‘interaction’ is based on the interaction rate, and the length of the interaction.

A

True.

69
Q

In online advertising, browsing is based on the number of visits, and the time.

A

True.

70
Q

In online advertising, ‘engagement’ is based on the committing interactions, and purchases.

A

True.

71
Q

‘Remarketing’ in online channels is defined as reaching people who have previously visited your site to recapture their interest.

A

True.

72
Q

‘Behavioural targeting’ is reaching people who are on category-specific sites relevant to your business.

A

False.

73
Q

‘Endemic targeting’ is reaching people who have shown recent online behaviours/interests that are relevant to your business.

A

False.

74
Q

‘Behavioural targeting’ is reaching people who have shown recent online behaviours/interests that are relevant to your business.

A

True.

75
Q

‘Endemic targeting’ is reaching people who are on category-specific sites relevant to your business.

A

True.

76
Q

‘Geo-targeting’ is reaching people in your geographic location.

A

True.

77
Q

‘Engagement-based optimization’ is when your budget is shifted to sites that perform best for your campaign.

A

True.

78
Q

‘Contextual targeting’ is reaching people on sites featuring content related to your business.

A

True.

79
Q

In social media metrics, an applause rate is the number of responses to status updates.

A

False.

80
Q

In social media metrics, an applause rate is the number of positive appreciations on the post (e.g., likes).

A

True.

81
Q

In social media metrics, a conversation rate is the number of responses to status updates.

A

True.

82
Q

In social media metrics, an amplification rate is the number of updates or times a post is shared and or retweeted.

A

True.

83
Q

In social media metrics, economic value is the total short and long-term return and cost savings of social media activity.

A

True.

84
Q

Disadvantages to social media include privacy and censorship, social media addiction (burnout, fatigue, lost productivity), meaningless comments, hackers and fraud, negative viral comments.

A

True.

85
Q

Advantages to social media include flexibility, reach options, consumer engagement, dialogue, can drive traffic (i.e., go viral), improved metrics (e.g., google analytics), cost efficiency.

A

True.

86
Q

The Panel Method in tracking is when the same customers are repeatedly surveyed.

A

True.

87
Q

The Wave Method in tracking is when there are different samples of customers at different points in time.

A

True.

88
Q

Cross-cultural MC is MC that takes place in more than one country/culture.

A

True.

89
Q

In cross-cultural MC, differentiation of marketing communication is often necessary, despite global marketing activities (one can act globally, one cannot think globally).

A

True.

90
Q

Values are reflected in themes and appeals of MC.

A

True.

91
Q

Communication and language mirror the way in which individuals interact and respond to each other.

A

True.

92
Q

Standardized campaigns run in different countries, using the same concept, setting, theme, appeal and message, with the possible exception of translation.

A

True.

93
Q

Localisation is the process of adapting the campaign to a local environment.

A

True.

94
Q

‘Glocalization’ is the process of “thinking global, acting local’ i.e., global products with local messages.

A

True.

95
Q

Brands or messages can be adapted for visual appeal (avoiding translation problems).

A

True.

96
Q

MC enlarges market demand and contributes to market growth of societies (e.g., lowered prices through competition and information to consumers).

A

True.

97
Q

Marketing communication assists the success of new, improved products.

A

True.

98
Q

Marketing communication fosters the diffusion of innovations across society.

A

True.

99
Q

MC benefits consumers by the provision of information relating to, e.g., new products and prices.

A

True.

100
Q

MC benefits consumers by enhancing decision making (lower search costs).

A

True.

101
Q

MC can often misdirect consumers in resource allocation decisions.

A

True.

102
Q

MC can increase prices due to persuasion.

A

True.

103
Q

MC stifles competition by creating barriers to entry.

A

True.

104
Q

MC has been regulated to reduce persuasive effects on purchase behaviour (e.g., deceptive ads).

A

True.

105
Q

MC can have persuasive effects beyond purchase behaviour (e.g., stereotyping, excess smoking or drinking).

A

True.

106
Q

Ethics is the study of morality i.e., those practices and activities that are importantly right or wrong.

A

True.

107
Q

Ethics in marketing communication considers the application of ethical principles to the conduct of marketing communication.

A

True.

108
Q

Law (regulation) is a subset of ethics; because something is legal, does not necessarily mean it is ethical.

A

True.

109
Q

By age 5, children are able to distinguish between commercials and programming. By age 8, they understand the persuasive intent of MC.

A

True.

110
Q

Encouraging excessive materialism is an unintended social consequence of marketing communication.

A

True.

111
Q

Creating false values and the resulting behaviour (e.g., nutrition, self-image distortion) is an unintended consequence of MC.

A

True.

112
Q

Virtues questions whether an action enhances the ideal of a moral community and whether it is consonant with what the marketing organization wants to be.

A

True.

113
Q

The ‘Golden Rule’ in ethics is acting in a way that you would expect others to act towards you.

A

True.

114
Q

Professional ethics is taking only actions that would be viewed as proper by an objective panel of your professional colleagues.

A

True.

115
Q

Kant’s categorical imperative is described as acting in a way such that the action taken under the particular circumstances could be a universal law of behaviour for everyone facing the same circumstances.

A

True.

116
Q

The TV test is when a managers asks themselves, whether they would feel comfortable explaining a certain action on TV to the general public.

A

True.

Marketing Communication (5 decks)

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