Integrated Marketing Communications Strategic Planning Perspectives, 5th edition Keith Tuckwell Test

TEST BANK Alison MacCallum Georgian College

Integrated Marketing Communications: Strategic Planning Perspectives Fifth Edition Keith J. Tuckwell St. Lawrence College

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Discuss why companies are shifting to integrated marketing communications. List the five key issues and trends that affect marketing and marketing communication practices.

Describe a company that demonstrates integrated marketing communications. Be very specific in your answer.

Answer: The main reasons for the shift to IMC are: 1) consumer media habits are shifting toward digital media alternatives; 2) the popularity of social media networks present challenges and opportunities for organizations; 3) mobile communications are positioned to become the next "big thing" in marketing communications; 4) the role of database marketing and direct forms of communications to each individuals is expanding; and 5) the demand for efficiency and accountability in organizations is increasing.

Diff: 2 Type: ES Page Reference: 11 Skill: Recall 2) Describe how an organization plans and manages the various marketing communications mix components of an integrated marketing communications program.

List the seven marketing communications mix and illustrate how a company can best utilize the mix.

Answer: An organization rarely employs all of the components at one time. It selects and uses the components that are deemed appropriate for the situation at hand. Clients look for a “total solutions” communication approach to resolve their business problems. The components include: advertising, public relations, sales promotion, personal selling, experiential marketing, direct response, and digital interactive communications. Integration of message strategy, regardless of the medium, is crucial to generating maximum impact on the target audience.

Diff: 3 Type: ES Page Reference: 4 Skill: Applied 3) There are key factors that a business organization must address when marketing to other businesses. Price is always a key factor, but what are the other three factors that need to be met?

Answer: .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Business markets demand quality (consistent quality on every order), service (reputable suppliers with prompt service), continuity of supply (a steady source of supply) and price (buyers evaluate price in conjunction with other criteria). To ensure that the right buying decision is made, organizations employ a formal (buying committee) and/or informal (buying centre) approach.

Diff: 3 Type: ES Page Reference: 23 Skill: Applied 4) Identify the ethical issues in marketing communications practice. Site an example of each to show your understanding of the issues.

Answer: Privacy issues in an online world, sex in advertising, dangerous or disturbing advertising, misleading advertising, exaggerated green claims, targeting children, and cultural diversity.

Examples will vary.

Diff: 2 Type: ES Page Reference: 24-28 Skill: Applied 5) List the five essentials of consumer behaviour and discuss how consumer behaviour knowledge is applied to the development of marketing communication strategies.

Answer: Consumer behaviour knowledge in the areas of needs and motives, personality and selfconcept, attitudes and perceptions, reference groups and families are considered when an organization plans its marketing communications strategies. Having knowledge in these areas will help better define a customer in order to position a marketing communications strategy within the best possible light.

Diff: 3 Type: ES Page Reference: 15-22 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Integrated Marketing Communications involves the coordination of all forms of marketing communications in a(n) __________ program that maximizes the impact on the intended target market. a. unified b. exciting c. long d. advertising e. unique Answer: a Diff: 1 Type: MC Page Reference: 4 Skill: Recall 2) Which of the following is not an element of Integrated Marketing Communications? a. sales promotions b. packaging c. media advertising d. event marketing e. direct response communications Answer: b Diff: 2 Type: MC Page Reference: 4 Skill: Recall 3) Effective communications integration also considers the role of _______________ and its impact on consumers at point of purchase. a. radio b. advertising c. packaging d. public relations e. pricing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 4 Skill: Recall 4) A television commercial for the TD Bank’s extended hours, exceptional customer service and new web banking offering, is an example of a. direct response communications. b. customer relationship management. c. product advertising. d. interactive communications. e. promotional advertising.

Answer: c Diff: 2 Type: MC Page Reference: 5 Skill: Applied 5) Advertising that provides information about a branded product to help build its image in the minds of customers is a. promotion advertising. b. direct advertising. c. product advertising. d. attitude advertising. e. predictive advertising.

Answer: c Diff: 1 Type: MC Page Reference: 5 Skill: Recall 6) Advertising that communicates a specific offer to encourage an immediate response from the target audience is called a. progressive advertising.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. product advertising. c. direct marketing. d. promotional advertising. e. integrated marketing communications.

Answer: d Diff: 1 Type: MC Page Reference: 4-5 Skill: Recall 7) All of the following are examples of direct response communications, except for a. direct mail. b. catalogues. c. coupons. d. telemarketing. e. DRTV. Answer: c Diff: 2 Type: MC Page Reference: 5 Skill: Recall 8) A new neighbourhood organic grocery has sent out an invitation to the surrounding residential area inviting all to come to the grand opening. This is an example of a. sales promotion. b. advertising. c. public relations. d. personal selling. e. direct response.

Answer: e Diff: 3 Type: MC Page Reference: 6

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 9) You just received a text message (SMS) on your cellular phone announcing that tickets will be for sale tomorrow for your favourite artist. This is an example of a. digital communications. b. direct response communications. c. personal selling. d. sales promotion. e. advertising.

Answer: a Diff: 1 Type: MC Page Reference: 7 Skill: Recall 10) Shoppers Drug Mart often runs newspaper advertisements that include a coupon.

This type of advertising is classified as a. product advertising. b. misleading advertising. c. direct response advertising. d. price advertising. e. promotional advertising.

Answer: e Diff: 2 Type: MC Page Reference: 7 Skill: Applied 11) Sales promotion is used to a. capture information. b. influence the attitudes and opinions of reference groups. c. increase advertising dollars. d. stimulate an immediate reaction from consumers and distributors. e. increase the product mix.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 1 Type: MC Page Reference: 7 Skill: Recall 12) When Kraft Foods engages consumers with a brand experience they are implementing a. event marketing. b. retailing strategy. c. pricing adjustment. d. direct marketing campaign. e. personal selling option.

Answer: a Diff: 3 Type: MC Page Reference: 9 Skill: Applied 13) A press release issued to newspaper editors by Heinz announcing the launch of a new type of ketchup is an example of a. direct response communications. b. promotional advertising. c. promotion. d. public relations. e. newspaper advertising.

Answer: d Diff: 2 Type: MC Page Reference: 8 Skill: Applied 14) A form of communications designed to gain public understanding and acceptance is called

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. goodwill marketing. b. advertising. c. public relations. d. sponsorship. e. promotional advertising.

Answer: c Diff: 1 Type: MC Page Reference: 8 Skill: Recall 15) Rogers is involved in __________________ as the title sponsor of the men's and women's Rogers Cup, a major tennis championship held annually in Toronto and Montreal. a. sponsorship b. event marketing c. public relations d. advertising e. direct marketing Answer: b Diff: 3 Type: MC Page Reference: 9 Skill: Applied 16) The job of the ______________ is to secure distribution of the product in a timely manner. a. advertising agent b. sales representative c. consumer d. event sponsor e. service manager Answer: b

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: MC Page Reference: 10 Skill: Recall 17) All of the following are key issues and trends that continue to affect marketing and marketing communications practice, EXCEPT a. the consumers' shift towards digital media. b. the expanding role of database marketing. c. the popularity of social media networks. d. the greater demand for efficiency and accountability. e. the increasing role of traditional advertising.

Answer: e Diff: 2 Type: MC Page Reference: 11 Skill: Recall 18) An analysis of media consumption trends indicates a move away from __________ forms of communication. a. traditional b. personalized c. integrated d. electronic e. interactive Answer: a Diff: 1 Type: MC Page Reference: 11 Skill: Recall 19) The shift from traditional to social media has made it challenging for marketers to a. establish a presence. b. reach young adults.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. be creative. d. have a dialogue started about a new product. e. where to spend their advertising dollars.

Answer: e Diff: 2 Type: MC Page Reference: 12 Skill: Applied 20) The most popular social network is a. Google. b. Linkedin. c. Twitter. d. YouTube. e. Facebook.

Answer: e Diff: 1 Type: MC Page Reference: 12 Skill: Recall 21) A retail website dedicated to selling products designed for those who are left-handed will likely rely on __________________ to develop a strong customer relationship marketing program. a. a television campaign b. personal selling c. a database management system d. coupons e. mobile communications Answer: c Diff: 2 Type: MC Page Reference: 13

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 22) Air Miles and Shoppers Drug Mart Optimum Rewards program are two examples of a. sponsorship. b. customer relationship management programs. c. customized programs. d. competitive programs. e. advertising.

Answer: b Diff: 2 Type: MC Page Reference: 13 Skill: Applied 23) If a company's primary target market for a new clothing line is the under-35 age group, marketers will have to give ______________ due consideration. a. television media. b. magazine advertising. c. mobile communications. d. personal selling. e. radio media.

Answer: c Diff: 1 Type: MC Page Reference: 13 Skill: Recall 24) In today’s competitive business environment, consideration must be focused on a. traditional advertising. b. promotional advertising. c. attracting and retaining new customers. d. building relationships. e. sales promotion.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 3 Type: MC Page Reference: 13 Skill: Applied 25) Toyota was quick to recognize how integrated media and marketing strategies a. produce effective campaigns. b. produce a direct marketing system. c. retain customers. d. acquire customers. e. produce efficient communications.

Answer: e Diff: 1 Type: MC Page Reference: 14 Skill: Recall 26) One of the factors encouraging integrated marketing communications is the fact that senior management likes the idea of __________ results. a. integrated b. intangible c. positive d. tangible e. progressive Answer: d Diff: 2 Type: MC Page Reference: 14 Skill: Applied 27) Consumer behaviour can be defined as the combined acts carried out by individuals a. that define mass consumption. b. that are characteristic of companies.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. that are more obvious. d. when choosing and using goods and services. e. that defy logic.

Answer: d Diff: 1 Type: MC Page Reference: 15 Skill: Recall 28) A motive is the condition that prompts the action that is taken to a. determine market segments. b. design packaging. c. create an image. d. create store displays. e. satisfy a need.

Answer: e Diff: 1 Type: MC Page Reference: 15 Skill: Recall 29) A decision to invest in mutual funds could be motivated by this need in Maslow's hierarchy. a. self-actualization b. social c. safety d. physiological e. esteem Answer: c Diff: 3 Type: MC Page Reference: 15 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

30) The highest level of Maslow's hierarchy of needs is a. social. b. safety. c. esteem. d. physiological. e. self-actualization.

Answer: e Diff: 1 Type: MC Page Reference: 16 Skill: Recall 31) A person's distinguishing psychological characteristics that lead to relative consistent and enduring responses to the environment in which that person lives is also called their a. self image. b. personality. c. demographics. d. ideal self. e. self concept.

Answer: b Diff: 2 Type: MC Page Reference: 16 Skill: Recall 32) Self-concept theory states that the self has four components. These are a. physiological, safety, social, and esteem. b. boomers, generation x, echo boomers, and generation y. c. users, influencers, buyers, and deciders. d. when, how, why, and who buys. e. real self, self-image, looking-glass self, and ideal self.

Answer: e

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 16 Skill: Recall 33) Biotherm for men uses well respected, attractive, sports figures in its campaigns.

They are gearing the message based on what concept? a. attitudes b. ideal self c. safety need d. real self e. social need Answer: b Diff: 3 Type: MC Page Reference: 17 Skill: Applied 34) Many important consumer decisions are based on a. the real and the self image. b. the looking-glass self and the ideal self. c. screened-out messages. d. significant exposure. e. the intellectual self.

Answer: b Diff: 2 Type: MC Page Reference: 17 Skill: Recall 35) Based on what they hear, read and see about a product, as well as from the opinions of others they have faith in, people form a. attitudes. b. a self image.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. a personality. d. opinions. e. a selective perception.

Answer: a Diff: 3 Type: MC Page Reference: 18 Skill: Recall 36) When the iPhone was first introduced to the market trendsetters quickly embraced the product. This helped shape consumer a. attitudes. b. perceptions. c. needs. d. motives. e. impressions.

Answer: a Diff: 1 Type: MC Page Reference: 18 Skill: Applied 37) This level of selectivity causes us to screen out messages that conflict with previously learned attitudes. a. selective exposure b. selective decision-making c. selective listening d. selective perception e. selective retention Answer: d Diff: 1 Type: MC Page Reference: 19

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 38) This level of selectivity causes our minds to notice only information that interests us. a. selective perception b. selective decision-making c. selective listening d. selective retention e. selective exposure Answer: e Diff: 2 Type: MC Page Reference: 19 Skill: Recall 39) A student will tune out automobile advertising until he graduates and can then afford car payments. This demonstrates the theory of a. perception. b. Maslow's hierarchy. c. self-concept. d. positioning. e. repositioning.

Answer: a Diff: 3 Type: MC Page Reference: 18 Skill: Applied 40) Many teenagers purchase products that they think will be perceived favourably by their friends. This is an example of the influence of a(n) a. reference group. b. attitude. c. perception group. d. safety need. e. ideal self-concept.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 3 Type: MC Page Reference: 19 Skill: Applied 41) A manufacturer of disposable diapers places an advertisement of a man carrying a sleeping baby in a men's health magazine. This advertisement represents a. market segmentation. b. Maslow's hierarchy. c. micro-marketing. d. the changing roles in family influence. e. selective retention.

Answer: d Diff: 3 Type: MC Page Reference: 19-20 Skill: Applied 42) A home improvement store created a television commercial showing a man and woman laying a hardwood floor together. This illustrates the use of a. database marketing. b. demographic segmentation. c. double targeting. d. reference groups. e. lifestyle marketing.

Answer: c Diff: 3 Type: MC Page Reference: 20 Skill: Applied 43) In order to connect with the ___________ market a new brand needs to take its authentic message "underground."

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. female b. baby boomer c. youth d. family e. male Answer: c Diff: 1 Type: MC Page Reference: 19 Skill: Applied 44) If a company were to start a new line of products for the business market instead of the consumer market, they would find the following differences EXCEPT a. business buyers are more concentrated. b. business markets have more buyers. c. the buying criteria for business buyers are more practical. d. businesses exhibit more ration behaviour. e. business buyers usually have a formalized buying process.

Answer: b Diff: 2 Type: MC Page Reference: 23 Skill: Applied 45) In a business buying situation, the __________ are those who control the flow of information to the members of the buying centre. a. gatekeepers b. deciders c. influencers d. users e. controllers Answer: a Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 24 Skill: Recall 46) When Kraft wants to add a new product to the shelves of the grocery marketplace, it is clear that given the nature of business buying, _______________ is a vital component when trying to influence the decisions of the grocery chains. a. social media b. telemarketing c. personal selling d. advertising e. DRTV Answer: c Diff: 1 Type: MC Page Reference: 24 Skill: Applied 47) Business buyers buying requirements are typically a. quality, price, delivery, and continuity of supply. b. quantity discounts, service, continuity of supply, and price. c. quality, service, continuity of supply, and price. d. quality, service, packaging, and price. e. price, quality, delivery, and storage.

Answer: c Diff: 2 Type: MC Page Reference: 23 Skill: Recall 48) The Personal Information Protection and Electronic Documents Act (PIPEDA) in Canada offers a list of ____________ for business to follow. a. laws b. buying centres

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. collection methods d. available software e. guiding principles Answer: e Diff: 1 Type: MC Page Reference: 25 Skill: Recall 49) Which of the following is NOT an ethical issue in the marketing communications industry? a. targeting adults b. sex in advertising c. exaggerated green claims d. cultural diversity e. extreme advertising Answer: a Diff: 2 Type: MC Page Reference: 24-27 Skill: Recall 50) A company was found to be misrepresenting the actual prices of its products in order to generate more sales. This would be in direct violation of the a. Advertising Standards of Canada b. The Competition Bureau c. The Canadian Code of Advertising Standards d. The Marketing Standards Board e. CRTC Answer: b Diff: 2 Type: MC Page Reference: 29

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Identify the components of integrated marketing communications.

Answer: Advertising, public relations, sales promotion, personal selling, experiential marketing, direct response, digital interactive communications.

Diff: 1 Type: ES Page Reference: 4 Skill: Recall 2) Explain the difference between product advertising and promotional advertising. Give an example of each.

Answer: Product advertising provides information that helps build an image for the product.

Promotional advertising is advertising that communicates a specific offer to encourage an immediate response from the target audience.

Examples will vary.

Diff: 2 Type: ES Page Reference: 5-6 Skill: Applied 3) How does direct response communications differ from traditional advertising?

Answer: Direct response communications involves the delivery of a message to a target audience of one. Advertising delivers a message to a mass audience.

Diff: 3 Type: ES Page Reference: 6 Skill: Recall 4) Discuss the difference between consumer sales promotion and trade sales promotion.

Give an example of each.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Consumer sales promotions are targeted to the final consumer and include coupons, free samples, contests, and refunds. Trade sales promotions involve offering price discounts to distributors for purchasing goods in large quantities or for performing some kind of marketing or merchandising task.

Diff: 3 Type: ES Page Reference: 7-8 Skill: Applied 5) Define public relations and give an example of public relations.

Answer: Public relations is a form of communications designed to gain public understanding and acceptance. An example is a press release.

Diff: 2 Type: ES Page Reference: 8 Skill: Applied 6) Why is experiential marketing so powerful?

Answer: Experiential marketing creates an emotional connection with the consumer in personally relevant and memorable ways. It is a blend of various disciplines that engages people with the brand. An emotional connection greatly enhances loyalty. Both event marketing and sponsorships fall under the umbrella of experiential marketing.

Diff: 2 Type: ES Page Reference: 8-9 Skill: Applied 7) What is personal selling? Describe a company that demonstrates personal selling.

Answer: It involves the delivery of a personalized message from a seller to a buyer. Xerox and IBM are strong examples.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Examples will vary.

Diff: 3 Type: ES Page Reference: 10 Skill: Applied 8) What is the difference between needs and motives? Site an example of each.

Answer: A need is the perception of the absence of something useful. A motive is a condition that prompts the individual to take action to satisfy the need.

Examples will vary.

Diff: 2 Type: ES Page Reference: 15 Skill: Applied 9) Describe the assumptions behind Maslow's Hierarchy of Needs.

Answer: Maslow's theory is based on two assumptions - 1) when lower-level needs are satisfied, a person moves up to higher-level needs and 2) satisfied needs do not motivate. Instead, behaviour is influenced by needs yet to be satisfied.

Diff: 2 Type: ES Page Reference: 15 Skill: Recall 10) List the five levels of Maslow's Hierarchy of Needs and give an example of each.

Answer: Physiological needs (hunger, thirst), safety needs (security, protection), social needs (belonging), esteem needs (recognition, achievement), self-actualization (fulfillment).

Examples will vary.

Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 15 Skill: Applied 11) According to the self-concept theory, the self has four components. List the four components and not the two that offer the greatest significance to integrated marketing communications programs.

Answer: Real self, self-image, looking-glass self and ideal self. The looking-glass self and ideal self focus more on desires and therefore will motivate consumers to change.

Diff: 2 Type: ES Page Reference: 16-17 Skill: Recall 12) Describe the three levels of selectivity. Describe an example for each.

Answer: Selective Exposure (our eyes and minds notice only information that interests us), Selective Perception (we screen out messages that conflict with our attitudes), and Selective Retention (we remember only what we want to remember.

Examples will vary.

Diff: 2 Type: ES Page Reference: 19 Skill: Applied 13) What is double targeting? Why is it important in today's environment?

Answer: Double targeting involves developing a marketing strategy that reaches both genders effectively. Families today have changing roles and responsibilities for family members.

Presenting traditional roles alone could greatly limit a company's market and/or even offend its target audience.

Diff: 2 Type: ES .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 20-21 Skill: Applied 14) What ethical issue in marketing communications practice is playing an even greater role today than it did 30 years ago?

Answer: Privacy issues with respect to the collection and usage of information about consumers has grown exponentially with the use of the Internet. Data is key to success and is much easier to collect with the technology that exists today.

Diff: 3 Type: ES Page Reference: 25 Skill: Applied 15) What is "greenwashing?" Why should we care about it as marketers?

Answer: Green washing is the exploitation of environmental ideas in order to make a company look good. Given the demand by consumers for products that are environmentally friendly, it is easy to represent as such merely with the colour of product packaging.

Claims need to be clearly explained and proven. As marketers, misrepresenting a product can result in losing customer sales, trust, as well as fines.

Diff: 3 Type: ES Page Reference: 27 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) The primary function of advertising is to influence the behaviour of the audience. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 4-5 Skill: Recall 2) A $2.00 coupon for Tide laundry detergent is an example of product advertising. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 5-6 Skill: Applied 3) Direct response communications is growing at a much slower pace than traditional forms of advertising. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 6 Skill: Recall 4) The Eddie Bauer Company sends out thousands of catalogues to past and potential customers. This is an example of promotional advertising. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 5

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 5) Public relations messages have traditionally focused on products rather than issues. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 8 Skill: Recall 6) The demand for efficiency and accountability in organizations is encouraging integrated marketing communications. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 11 Skill: Recall 7) Presently, marketers have a sophisticated technological means for measuring the success of a social media campaign. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 12 Skill: Recall 8) Database management systems collect information about customers for analysis in order to make sound business decisions. a. True b. False Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: TF Page Reference: 13 Skill: Recall 9) Typically, non-traditional media are used to pursue new customers. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 13 Skill: Recall 10) The perception of the absence of something useful is called a motive. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 15 Skill: Recall 11) Style-conscious youth buy clothes that they think will allow them to fit in with their peers. This is an example of a safety need, according to Maslow's Hierarchy of Needs. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 15 Skill: Applied 12) Many communications revolve around the "real-self" because that is our objective evaluation of ourselves. a. True b. False .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: TF Page Reference: 16 Skill: Applied 13) An individual's feelings, favourable or unfavourable, toward an idea or object is called an attitude. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 18 Skill: Recall 14) Most consumers only notice information that interests them. This is called selective perception. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 19 Skill: Applied 15) Automobile manufacturers focus on advertising directed at males since they are the key decision makers in the household when it comes to purchasing the family car. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 20 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) The main difference between organizations and consumers as buyers is that organizational buyers exhibit more rational behaviour, while consumers do a lot of buying based on emotion. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 23 Skill: Applied 17) When selling in a business-buying situation, it is critical to educate the "gatekeeper" on your product specifications. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 24 Skill: Applied 18) Canadian companies need to be aware of reflecting the cultural diversity of the target market to minimize negative public relations. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 27 Skill: Applied 19) The Canadian Code of Advertising Standards administers a self-regulating code for advertisers in Canada. a. True b. False Answer: a Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 29 Skill: Recall 20) A beer company that falsely depicts the odds of winning a prize for their contest has broken a law in the Competition Act in Canada. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 29 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) There are five external factors that influence a company's corporate business plan. List these factors and evaluate the effect of these external influences on the corporate planning for Tim Hortons.

Answer: Economic trends, competitor activity, social and demographic trends, technology, law and regulations. Details in each area will vary depending on the current environment.

Diff: 2 Type: ES Page Reference: 35-41 Skill: Applied 2) Business planning is an integrated process that involves planning at three levels of an organization. Describe the three levels and how they are integrated.

Answer: The three levels are corporate (or strategic) planning, marketing planning, and marketing communications planning. Corporate planning, conducted by senior executives, provides guidance and direction for the marketing planning. It lets the brand and marketing managers know what direction the executives would like to take the company. Marketing planning provides direction to the communications specialists on the key target markets, brand identity, and the 4Ps so that the right message can be directed to the right target and the right time.

Diff: 1 Type: ES Page Reference: 35 Skill: Recall 3) Describe how demographic and social influences might affect a brand such as McDonald's.

Answer: An aging population may mean menu changes and staffing changes, as busier times may be mid-morning coffee and earlier dinners. The trend towards urbanization may require more locations in the city centers and less in the suburbs. More ethically diverse, more health and fitness conscious will definitely affect menu choices. All of these elements will then change the marketing communications strategies in both content and media selection.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: ES Page Reference: 37-40 Skill: Applied 4) Describe the five main strategic options available to corporations and provide an example of each.

Answer: Divestment occurs when a corporation chooses to remove a division, product line, or even a single product from its portfolio. This could be as simple as McDonald's removing its fish sandwich from the menu. An acquisition strategy is when a corporation chooses to add a division, product line, or even a single product in order to grow the company by adding something that already exists. An example would be Pepsi-Co acquiring Frito Lay. Penetration strategy involves aggressive marketing existing products as with telecommunication providers. A new product development strategy is what made Apple grow exponentially with products such as the iPod, iTunes, iPhone and the iPad. A strategic alliance involves a relationship between two companies where the resources are combined in a marketing venture like seeing KFC and Taco Bell partnered in the same drive-thru.

Diff: 2 Type: ES Page Reference: 45-46 Skill: Applied 5) Evaluate the marketing situation for Home Depot. Develop a positioning strategy based on your assessment of the situation.

Answer: An assessment of marketing situation includes an assessment of: external influences, market analysis, competitor analysis, target market analysis, brand analysis and SWOT analysis. Development of a positioning strategy should show a summary of the character and personality of the brand. Answers will vary.

Diff: 4 Type: ES Page Reference: 51-52 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Strategic Planning is the process of determining __________, __________ and __________. a. market segments, target markets, positioning statements b. mission statements, objectives, tactics c. objectives, tactics, segments d. objectives, positioning, tactics e. objectives, strategies, tactics Answer: e Diff: 3 Type: MC Page Reference: 34 Skill: Recall 2) In the strategic planning process, another term for "execution" is a. concepts. b. mission. c. strategies. d. tactics. e. objectives.

Answer: d Diff: 1 Type: MC Page Reference: 34 Skill: Recall 3) If the objective for the target market was a clean kitchen floor, which of the list below would be an example of indirect competition to using a broom? a. a housekeeping service b. a Swiffer dust mop c. a central vac system d. a vacuum e. a brush and dust pan Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: MC Page Reference: 36 Skill: Applied 4) The general state of the economy is directly determined by the following elements EXCEPT for a. growth rates in the gross domestic product. b. inflation rates. c. the number of baby boomers in the population. d. the value of the Canadian dollar. e. employment rates.

Answer: c Diff: 3 Type: MC Page Reference: 36-37 Skill: Recall 5) A market situation in which only a few brands control the market is called a(n) a. oligopolistic competition. b. monopoly. c. monopolistic oligopoly. d. monopolistic competition. e. oligopoly.

Answer: e Diff: 2 Type: MC Page Reference: 35 Skill: Recall 6) A consumer becomes thirsty at a local sporting event. He is trying to decide between purchasing a soda or a beer. This is an example of a. indirect competition. b. monopolistic competition.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. economic competition. d. direct competition. e. oligopolistic competition.

Answer: a Diff: 3 Type: MC Page Reference: 36 Skill: Applied 7) Competition from alternative products and services that satisfy the needs of a common market is called a. monopolistic competition. b. direct market. c. direct competition. d. indirect competition. e. oligopoly.

Answer: c Diff: 2 Type: MC Page Reference: 36 Skill: Recall 8) Which of the following offerings best fits the baby boomer population in Canada? a. coloured denim b. athletic shoes c. community-based retirement condominiums d. retirement savings plans e. business administration courses Answer: c Diff: 3 Type: MC Page Reference: 37 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

9) Dannon has recently introduced a low fat, low sugar yogurt targeted to women. With this new product introduction, Dannon is taking __________ trends into consideration. a. demographic b. competitor c. economic d. social e. technological Answer: d Diff: 2 Type: MC Page Reference: 39 Skill: Applied 10) One key demographic trend in Canada is that the population is concentrated in __________ areas. a. aboriginal b. non-English speaking c. suburban d. urban e. rural Answer: d Diff: 2 Type: MC Page Reference: 38 Skill: Recall 11) Andrea posted a video of describing how much she loves her new digital camera.

This is an example of a. regulatory influences. b. product life cycle. c. consumer-generated content. d. psychographic description. e. economic trends.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 3 Type: MC Page Reference: 41 Skill: Applied 12) Industry Canada regulates Canadian businesses through a. the Free Trade Act. b. the Competition Act. c. the Ministry of Consumer Affairs. d. the Price Act. e. the Canadian Code of Advertising Standards.

Answer: b Diff: 2 Type: MC Page Reference: 41 Skill: Recall 13) The strategic planning process usually starts with a(n) __________ plan. a. preliminary b. marketing c. overall strategic d. marketing communications e. corporate Answer: e Diff: 2 Type: MC Page Reference: 43 Skill: Recall 14) A plan which sets out objectives for a brand and how the various elements of the marketing mix will be employed is a called a a. marketing communications plan.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. corporate plan. c. strategic plan. d. marketing plan. e. brand plan.

Answer: d Diff: 3 Type: MC Page Reference: 43 Skill: Recall 15) A statement of an organization's purpose and operating philosophy is called a a. corporate plan. b. marketing objective. c. marketing plan. d. marketing statement. e. mission statement.

Answer: e Diff: 1 Type: MC Page Reference: 44 Skill: Recall 16) "To increase return on investment from 20% to 25% in 20XX". This is an example of a a. mission statement. b. strategic objective. c. sales objective. d. marketing objective. e. corporate objective.

Answer: e Diff: 3 Type: MC Page Reference: 44

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 17) A mission statement is the foundation of the a. public relations plan. b. marketing plan. c. media plan. d. corporate plan. e. advertising plan.

Answer: d Diff: 3 Type: MC Page Reference: 44 Skill: Applied 18) Bombardier Inc. is developing a corporate strategy. It must take all of the following factors into account, except a. degree of competition. b. marketing strength. c. current sales levels. d. financial resources. e. research and development capabilities.

Answer: c Diff: 3 Type: MC Page Reference: 44 Skill: Applied 19) Frito-Lay invests a significant amount of money in marketing programs and aggressively markets its existing products to retain its position in the market. This is an example of a(n) a. diversification strategy. b. investment strategy. c. penetration strategy. d. acquisition strategy.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. new product development strategy.

Answer: c Diff: 2 Type: MC Page Reference: 45 Skill: Applied 20) When Apple places significant investment in research and development in order to launched innovative products, they were using this common corporate strategy for growth. a. penetration b. divesting c. new product development d. acquisition e. strategic alliance Answer: c Diff: 3 Type: MC Page Reference: 46 Skill: Applied 21) When Stelco, a Canadian steel company, purchased a laser-technology company from one of Canada's leading parts manufacturers for the automobile industry, they followed a(n) a. strategic alliance. b. divestment strategy. c. penetration strategy. d. acquisition strategy. e. new product strategy.

Answer: d Diff: 3 Type: MC Page Reference: 45 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

22) The Target and Starbucks strategic alliance, like all alliances, allowed the companies to reduce costs and a. improve operating efficiencies. b. consolidate their operations. c. invest in research and development. d. acquire more companies. e. build their leadership position.

Answer: a Diff: 3 Type: MC Page Reference: 46 Skill: Applied 23) A(n) __________ strategy involves aggressive marketing of a company's existing products. a. strategic alliance b. new product development c. penetration d. acquisition e. status quo Answer: c Diff: 2 Type: MC Page Reference: 45 Skill: Recall 24) A plan of action for acquiring companies that represent attractive financial opportunities is called a(n) a. marketing strategy. b. acquisition strategy. c. expansion strategy. d. strategic alliance. e. penetration strategy.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 2 Type: MC Page Reference: 45 Skill: Recall 25) When developing a marketing communications strategy a target market profile is critical. What characteristics of the profile help the marketers focus on lifestyle? a. behaviour response b. geographic c. psychographic d. demographic e. economic Answer: c Diff: 3 Type: MC Page Reference: 47 Skill: Applied 26) __________ involves analyzing, planning, implementing, and controlling marketing initiatives to satisfy target market needs and achieve organizational objectives. a. Corporate planning b. Strategic planning c. Marketing planning d. Penetration strategy e. Contingency planning Answer: c Diff: 2 Type: MC Page Reference: 47 Skill: Recall 27) The marketing planning process involves four basic steps. The final step in the marketing planning process is

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. planning marketing programs. b. implementing marketing programs. c. analyzing market opportunities. d. developing marketing strategies. e. controlling marketing initiatives.

Answer: e Diff: 2 Type: MC Page Reference: 47 Skill: Recall 28) A target market should be described in terms of similar needs and characteristics, including: demographic profile, psychographic profile, geographic profile, and a. economic profile. b. behaviour response. c. lifestyle profile. d. positioning profile. e. social profile.

Answer: b Diff: 3 Type: MC Page Reference: 47 Skill: Recall 29) A SWOT analysis would be used to assist in marketing planning, and consists of a study of the organization's a. market research and budget analysis. b. sales volume, who other products, and the media. c. strategic goals, when, how, who. d. market share, strengths, weaknesses, and budgets. e. strengths, weaknesses, opportunities and threats.

Answer: e Diff: 1

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 49 Skill: Recall 30) In order to prepare a thorough Marketing Background for a Marketing Plan, it is essential to include a market analysis, target market analysis, product (brand) analysis, SWOT analysis, and __________ analysis. a. advertising b. competitor c. corporate d. communication e. distribution Answer: b Diff: 3 Type: MC Page Reference: 50 Skill: Applied 31) A review of external influences in the background analysis could include a. investment analysis. b. market size and growth. c. economic trends. d. sales volume. e. new product activity.

Answer: c Diff: 3 Type: MC Page Reference: 49 Skill: Recall 32) When Nike assesses its market size and growth it is conducting a(n) a. economic trends analysis. b. seasonal analysis. c. market analysis.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. market segment analysis. e. media analysis.

Answer: c Diff: 2 Type: MC Page Reference: 49-50 Skill: Applied 33) Consumer data falls into which section of the Marketing Background of a Marketing Plan? a. product analysis b. SWOT analysis c. external influences d. competitive analysis e. target market analysis Answer: e Diff: 3 Type: MC Page Reference: 50 Skill: Recall 34) American Express has the slogan "membership has its privileges" in order to place an image that the marketers desire the brand to have in the minds of consumers. This is called a. target marketing. b. social/cultural image. c. marketing communications. d. market planning. e. positioning.

Answer: e Diff: 2 Type: MC Page Reference: 51 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

35) The Coca-Cola Company assesses each of its brand's past market share performance.

This analysis would be included in the __________ section of the marketing plan. a. market analysis b. target market analysis c. external analysis d. product analysis e. competitor analysis Answer: d Diff: 2 Type: MC Page Reference: 50 Skill: Applied 36) Molson Canada has a clear plan of action that shows how price, place, promotion and product changes will be used to satisfy the needs of their target market. This is a a. promotional plan. b. marketing communications plan. c. corporate plan. d. marketing plan. e. strategic plan.

Answer: d Diff: 3 Type: MC Page Reference: 51 Skill: Applied 37) "To increase dollar sales from $2 000 000 to $2 200 000 in 20XX." This is an example of a(n) a. advertising objective. b. mission statement. c. marketing communication objective. d. corporate objective. e. marketing objective.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 52 Skill: Applied 38) If a company believes that their marketing budget should be determined by taking a predetermined portion of forecasted sales, they are using this method for determining a marketing budget. a. Market Share b. Task/Objective c. Fixed Sum/Unit d. Sales Share e. Percentage of Sales Answer: e Diff: 2 Type: MC Page Reference: 55 Skill: Recall 39) Procter & Gamble undergo a process of measuring and evaluating the results of marketing plans so they can take corrective action if necessary. This is called a. marketing communications planning. b. marketing control. c. marketing planning. d. results planning. e. corporate planning.

Answer: b Diff: 2 Type: MC Page Reference: 56 Skill: Applied 40) Marketing control is the process of measuring and evaluating the results of

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. market segment analysis. b. market research. c. marketing strategies and plans. d. media budgets. e. seasonal analysis.

Answer: c Diff: 2 Type: MC Page Reference: 56 Skill: Recall 41) There are various methods for developing a marketing communications budget, one of which is a. based on resources available. b. to spend less than required. c. determined by guessing. d. based on sales. e. taken from research.

Answer: d Diff: 3 Type: MC Page Reference: 56 Skill: Applied 42) A marketing communications plan is a document that is usually prepared by a. media specialists. b. senior management. c. the target market. d. an outside organization. e. the marketing director.

Answer: d Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 56 Skill: Recall 43) Mountain Dew has the following objective: "To achieve a trial purchase rate of 25% for the new flavour among members of the primary target market." This is an example of a(n) a. marketing objective. b. advertising objective. c. corporate objective. d. sales promotion objective. e. marketing communications objective.

Answer: e Diff: 3 Type: MC Page Reference: 56-57 Skill: Applied 44) The advertising plan is divided into two primary components: creative and a. target market. b. advertising objectives. c. positioning. d. segmentation. e. media.

Answer: e Diff: 2 Type: MC Page Reference: 59-61 Skill: Recall 45) The goal of the media plan is to provide a. an internet presence. b. maximum impact at minimum cost. c. more broadcast than print. d. mass audiences.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. maximum impact at maximum cost.

Answer: b Diff: 2 Type: MC Page Reference: 60 Skill: Recall 46) Interactive Communications options available to companies include all of the following EXCEPT a(n) a. Twitter page. b. text message. c. personal selling. d. Internet advertisement. e. Facebook page.

Answer: c Diff: 3 Type: MC Page Reference: 61 Skill: Applied 47) Direct response communications have a significant advantage over traditional mass media advertising because a. they allow for humour. b. the direct results of the investment can be determined. c. they are easily implemented d. the target market does not need to be well defined. e. they are less accountable.

Answer: b Diff: 3 Type: MC Page Reference: 61 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

48) Sales promotions can be classified as either consumer promotions or __________ promotions. a. non-consumer b. event c. communications d. retail e. trade Answer: e Diff: 2 Type: MC Page Reference: 61 Skill: Recall 49) A coupon for 50 cents off a loaf of bread is an example of a(n) a. advertising promotion. b. consumer sales promotion. c. trade promotion. d. retail promotion. e. event promotion.

Answer: b Diff: 3 Type: MC Page Reference: 61 Skill: Applied 50) In order to distinguish effective marketing communications activities from ineffective activities, the final step in the marketing and marketing communications planning process involves a. budgeting. b. execution. c. measurement and evaluation. d. tactics. e. implementation.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 62 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) List and discuss the three common variables of a strategic (or corporate) plan.

Answer: Objectives (statements of what is to be accomplished in terms of sales, profit, market share, or other measurements), Strategies (statements that outline how the objectives will be achieved), and Tactics (action-oriented details on implementation).

Diff: 4 Type: ES Page Reference: 34 Skill: Applied 2) List the five external influences on a company's strategic plan and give an example of each.

Answer: Economic trends, competitor activity, social and demographic trends, technology, laws and regulations. Examples will vary.

Diff: 3 Type: ES Page Reference: 35-41 Skill: Applied 3) Describe the difference between an oligopoly and monopolistic competition, providing an example of each type of economy.

Answer: An oligopoly is a market situation in which there are a few major brands that control the market. Monopolistic competition is a market in which there are many competitors, each offering a unique marketing mix thereby providing choice.

Examples will vary.

Diff: 2 Type: ES Page Reference: 35 Skill: Applied 4) Outline the key demographic and social influences that currently exist in Canada that all marketers need to take into consideration when strategic planning. .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: An aging population, urbanization, changing household formations, growing ethnic diversity, shift in spending power, hectic lifestyles, drive to healthier lifestyle, and a serious concern for the natural environment.

Diff: 3 Type: ES Page Reference: 36-40 Skill: Recall 5) Identify the five main strategic options available to companies.

Answer: 1. Penetration Strategy. 2. New Product Development Strategy. 3. Acquisition Strategy.

4. Strategic Alliance. 5. Divestment.

Diff: 1 Type: ES Page Reference: 45-46 Skill: Recall 6) Identify each of the four steps of marketing planning.

Answer: 1. Analyzing market opportunities. 2. Planning marketing strategies. 3. Implementing marketing programs. 4. Controlling marketing programs.

Diff: 3 Type: ES Page Reference: 47 Skill: Recall 7) Explain the SWOT analysis and the function it serves in marketing planning.

Answer: SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities, Threats.

Strengths and weaknesses are internal to the corporation and therefore controllable, while opportunities and threats are the external factors that the company can’t control. The purpose for conducting a SWOT analysis is to capitalize on strengths while minimizing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

weaknesses, and to take advantage of opportunities while fending off threats. It is the first step of the planning process.

Diff: 2 Type: ES Page Reference: 49-50 Skill: Recall 8) Identify and describe the common characteristics used to define a target market.

Answer: Demographic profile (age, gender, income, occupation, education, marital status, household formation, and ethnic background), psychographic profile (attitudes, interests, and opinions), geographic profile (country, region, urban/rural, neighbourhood), and behaviour response (usage and loyalty).

Diff: 2 Type: ES Page Reference: 47-48 Skill: Recall 9) What is positioning and why is it important to the marketing plan?

Answer: Positioning is the selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of consumers. A positioning strategy statement is a summary of the character and personality of a brand and the benefits it offers customers.

This has a direct impact on the nature of the message must be communicated so it clearly defines the brand to the consumer. The customer's point of view is critical here.

Diff: 3 Type: ES Page Reference: 51-52 Skill: Applied 10) What is the difference between marketing strategy and marketing execution?

Answer: Marketing strategy is a plan of action that shows how the various elements of the marketing mix will be used to satisfy a target market's needs. A strategy is used to

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

develop a detailed marketing plan. Marketing execution (or tactics) are action-oriented details that outline how a marketing plan will be implemented. A strong strategy can be ruined by poor execution and a strong execution can help support a soft plan.

Diff: 3 Type: ES Page Reference: 54-55 Skill: Applied 11) Identify the five methods for determining a marketing budget.

Answer: Percentage of Sales, Fixed Sum/Unit, Industry Average, Advertising Share/Market Share, Task (Objective).

Diff: 2 Type: ES Page Reference: 55 Skill: Recall 12) Define "marketing control" and give an example of marketing control.

Answer: Marketing control is the process of measuring and evaluating the results of marketing strategies and plans, and of taking corrective action to ensure marketing objectives are achieved. An example may be monitoring the number of units sold on a monthly basis.

If February was below plan an analysis should be performed to see why (lost accounts, poor selling skills, dropped product line, very busy January which was over plan, etc) so corrective action (changing tactics or plans) can occur.

Diff: 3 Type: ES Page Reference: 56 Skill: Applied 13) What is a marketing communication plan and who usually prepares it?

Answer:

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

A marketing communications plan is usually prepared by an outside organization. A marketing communications plan identifies how the various elements of marketing communications will be integrated into a cohesive and coordinated plan.

Diff: 2 Type: ES Page Reference: 56-57 Skill: Recall 14) Provide an example of a marketing communications objective?

Answer: Marketing communications objectives may involve building awareness and interest, changing perceptions, differentiating a product from the competition, attracting new target markets, and engaging customers with a brand.

Diff: 3 Type: ES Page Reference: 56-58 Skill: Applied 15) Identify and describe the two primary components of an advertising plan. How do they relate to each other?

Answer: An advertising plan is comprised of a creative plan and a media plan. A creative plan outlines the nature of the message to be communicated to a target audience and how it will be communicated. A media plan involves strategic decisions about what media to use and how much money to invest in the media that are chosen in order to effectively and efficiently reach the target audience. The creative plan should help direct the media plan. If one of the key messages involves the fresh scent of a cleaning product then what form of media would best portray the message? Television, Internet, radio, print, etc.?

Diff: 3 Type: ES Page Reference: 59-60 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Marketing plans and marketing communications plans are both strategic and tactical in nature. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 34 Skill: Applied 2) In Canada, the market for cell phones has many competitors, each offering a unique marketing mix. This is an example of an oligopoly. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 35 Skill: Applied 3) As a population, Canadians are generally more health conscious than ever before. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 39 Skill: Recall 4) One of the current trends in Canada is that consumers are earning more so the percentage of income spent on basic necessities is decreasing. a. True b. False Answer: b Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 38 Skill: Applied 5) Spending power and wealth has a strong impact on spending patterns of consumers. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 38 Skill: Recall 6) A corporate objective is a statement of an organization's purpose and operating philosophy and provides guidance and direction for the operations of the company. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 44 Skill: Recall 7) Apple and IBM could benefit from a strategic alliance strategy. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 46 Skill: Applied 8) When Canada Post placed outlets within Shopper's Drug Mart, they combined their resources for the purpose of satisfying the customer, with the formation of a strategic alliance. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 3 Type: TF Page Reference: 46 Skill: Applied 9) Marketing plans are short term in nature. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 47 Skill: Recall 10) The control measure of a marketing plan helps to determine whether the contingency plan is necessary. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 47 Skill: Applied 11) Toyota conducts a SWOT analysis in order to evaluate the brand's strengths, willingness, opportunities and trials. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 49 Skill: Applied 12) Social and demographic trends is information included in the external influences. a. True .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: a Diff: 2 Type: TF Page Reference: 49 Skill: Recall 13) Current marketing communications activities are found under the product (brand) analysis section of the marketing background. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 50 Skill: Recall 14) Marketing strategy is the process of determining objectives and identifying strategies and tactics to help achieve objectives. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 54 Skill: Recall 15) An example of a marketing objective would be "to generate an after budget profit of $600 000 in the next twelve months". a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 54-55 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) A marketing communications plan is usually prepared by the organization internally. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 56 Skill: Recall 17) If Skechers Canada Inc. wanted to develop a strong marketing communications plan then it should prepare it after completing the marketing plan. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 56-58 Skill: Applied 18) The creative plan documents what the nature of the advertising message will be. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 59-60 Skill: Recall 19) Sales promotions concentrate on reaching and influencing consumers, distributors, and the company's sales force. a. True b. False Answer: a Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 61 Skill: Recall 20) All activities in marketing communications are easy to measure so there are no excuses for not being able to provide results for each element of the plan. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 62 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Brands are more than physical products and services. Brands express a set of values.

Explain the statement using a business example, and why it is important.

Answer: A brand can be defined as the sum of all tangible and intangible characteristics that make a unique offer to customers. Through marketing communications the "personality" of a brand evolves. As such, it comes with a set of values in order to emotionally connect with its market. Customers then identify with these values and can between to develop product loyalty. Should the brand's personality connect strongly with consumers and the product fulfills on the message it delivers, brand equity can develop. Coca-Cola is more than a sweet-tasting soft drink; it carries a set of American values that strike a chord with consumers. Image, reputation, loyalty, and value contribute to building the brand.

Diff: 3 Type: ES Page Reference: 69 Skill: Applied 2) What is brand equity? Discuss a brand that you think has brand equity and illustrate how this brand equity has been achieved.

Answer: Brand equity is the value (monetary or non-monetary) to its owners, influenced by brand name awareness, degree of customer loyalty, perceived quality, and the brand's association with a certain attribute. It is also the consumer’s preference for that brand.

That preference could be personal and sometimes unexplainable. Examples will vary.

Diff: 3 Type: ES Page Reference: 71 Skill: Applied 3) Discuss the benefits of branding, both from the consumers standpoint and from a marketing context. Discuss a brand that you think is a strong brand to illustrate the benefits of branding.

Answer: For the consumer: the brand name suggests a certain level of quality, there can be psychological rewards for possessing certain brands, and brands can distinguish competitive offerings allowing consumers to make more informed decisions based on what a brand stands for. In a marketing context, a good brand name communicates a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

USP (unique selling point), and branding allows for the creation and development of an image and satisfied customers will make repeat purchases. Examples will vary.

Diff: 3 Type: ES Page Reference: 73-74 Skill: Applied 4) What is brand positioning? Describe four different positioning strategies, using examples to illustrate. Describe a brand that you think illustrates a clear positioning strategy.

Answer: Brand positioning is the selling concept that motivates purchase or the image that marketers want a brand to have in the minds of consumers. The positioning options to choose from are product differentiation, brand leadership, head-on, innovation, price, and lifestyle. Examples will vary.

Diff: 3 Type: ES Page Reference: 76-82 Skill: Applied 5) Evaluate the role that package design plays in building a brand's image. What is the relationship between the package design and other forms of marketing communications?

Answer: Packaging protects the product, markets the product, offers convenience to consumers, and is environmentally friendly. Packaging must support and enhance the positioning strategy and other elements of the communication mix. It can also be the differentiating factor if the product attributes are considered to be the same within the competitive market.

Diff: 3 Type: ES Page Reference: 85-88 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n) a. watermark. b. brand. c. brand name. d. advertisement. e. endorsement.

Answer: b Diff: 1 Type: MC Page Reference: 66 Skill: Recall 2) The Nike "swoosh" is an example of a a. logo. b. brand name. c. brand mark. d. both A and B e. both B and C Answer: a Diff: 3 Type: MC Page Reference: 68 Skill: Applied 3) The Apple "apple" with a bite taken out of it is an example of a a. logo. b. font. c. word mark. d. brand image. e. brand name.

Answer: a Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 68 Skill: Applied 4) A brand mark or other brand element that is granted legal protection so that only the owner can use is called a a. trademark. b. protected brand. c. legal brand. d. word mark. e. registered trademark.

Answer: a Diff: 3 Type: MC Page Reference: 68 Skill: Recall 5) The key for any brand is to be perceived as offering something a. inexpensive. b. common. c. sophisticated. d. superior. e. unique.

Answer: e Diff: 2 Type: MC Page Reference: 69 Skill: Recall 6) Brands are more than tangible products, they include a(n) __________ element. a. physical b. personality c. intangible d. unrealistic

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. both B and C Answer: e Diff: 3 Type: MC Page Reference: 69 Skill: Recall 7) The degree of consumer attachment to a particular brand is called a. branding. b. brand recognition. c. brand insistence. d. brand preference. e. brand loyalty.

Answer: e Diff: 2 Type: MC Page Reference: 70 Skill: Recall 8) Brand loyalty is measured in three distinct stages. In order, they are a. brand loyalty, brand insistence, and brand preference. b. brand recognition, brand preference, and brand insistence. c. brand recognition, brand insistence, and brand preference. d. brand insistence, brand preference, and brand recognition. e. brand loyalty, brand preference, and brand insistence.

Answer: b Diff: 3 Type: MC Page Reference: 70 Skill: Recall 9) Toni likes to use Pantene shampoo to wash her hair and will usually buy Pantene, if it is available at her grocery store. This is an example of

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. brand equity. b. brand preference. c. branding naming. d. brand insistence. e. brand recognition.

Answer: b Diff: 3 Type: MC Page Reference: 70 Skill: Applied 10) Dave likes to use Tide detergent to wash his clothes and will usually buy Tide, if it is available at his grocery store. This is an example of a. brand recognition. b. brand naming. c. brand preference. d. brand suspension. e. brand insistence.

Answer: c Diff: 3 Type: MC Page Reference: 70 Skill: Applied 11) While at the grocery store, Nancy bought Trident gum because it was the only gum whose name she had heard of. This illustrates a. brand equity. b. brand insistence. c. brand recognition. d. brand preference. e. brand loyalty.

Answer: c Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 70 Skill: Applied 12) Peter drinks only Coca-Cola and if a particular restaurant does not serve Coca-Cola, he will not drink anything or will go to another restaurant. This is an example of a. brand insistence. b. brand recognition. c. brand preference. d. brand name. e. brand loyalty.

Answer: a Diff: 3 Type: MC Page Reference: 71 Skill: Applied 13) __________ occurs when a consumer buys one brand only, postponing the purchase if the brand is not available. a. Brand preference b. Brand recognition c. Brand equity d. Brand awareness e. Brand insistence Answer: e Diff: 2 Type: MC Page Reference: 71 Skill: Recall 14) Despite many consumer reports citing the reliability of Honda cars, Jim will only buy General Motors’ vehicles. This is an example of a. brand name. b. brand recognition.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. brand insistence. d. brand equity. e. brand preference.

Answer: c Diff: 3 Type: MC Page Reference: 71 Skill: Applied 15) In the early stages of a brand's life, the marketing objective is to create a. brand recognition. b. brand preference. c. brand loyalty. d. brand insistence. e. brand equity.

Answer: a Diff: 3 Type: MC Page Reference: 70 Skill: Recall 16) The value a customer derives from a brand over and above the value derived from the physical attributes is called a. brand equity. b. brand value. c. brand name. d. brand trademark. e. brand loyalty.

Answer: a Diff: 2 Type: MC Page Reference: 71 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

17) All of the following are benefits of branding, EXCEPT a. Brands allow consumers to make informed decisions by distinguishing products. b. Brand name suggests a level of quality. c. Brand name means products are cheaper. d. Brands give products a "personality." e. There can be psychological rewards for possessing brands.

Answer: c Diff: 3 Type: MC Page Reference: 73-74 Skill: Recall 18) The primary benefit of a product or service that distinguishes it from its competitors is also called a(n) a. positioning statement. b. brand name. c. USP. d. brand differentiator. e. ASP. Answer: c Diff: 3 Type: MC Page Reference: 74 Skill: Recall 19) For many years, Volvo cars were the only cars with side air bags. This benefit which distinguishes Volvo cars from other cars is also called a a. positioning statement. b. brand distinction. c. USD. d. competitive positioning statement. e. unique selling point.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 74 Skill: Applied 20) In this step in the brand-building process, brand managers alter, expand and rejuvenate brands to retain their position in the marketplace. a. Plan and implement the marketing program. b. Identify target market and segmentation. c. Identify brand values and positioning strategy. d. Measure and evaluate brand performance. e. Build brand loyalty and brand equity.

Answer: e Diff: 3 Type: MC Page Reference: 75 Skill: Applied 21) A ____________________ develops and implements the marketing plans for the brands he or she is responsible for. a. brand manager b. category manager c. president d. both A and B e. both A and C Answer: a Diff: 3 Type: MC Page Reference: 75 Skill: Recall 22) The first step in the process of building a brand is: a. identify and establish brand values and positioning strategy.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. grow and sustain brand equity. c. measure and interpret brand performance. d. establish a target market. e. plan and implement brand marketing programs.

Answer: a Diff: 2 Type: MC Page Reference: 75 Skill: Recall 23) The primary attributes and benefits that a brand delivers to consumers are the __________ of the brand. a. personality b. positioning elements c. core values d. selling positions e. benefits Answer: c Diff: 2 Type: MC Page Reference: 75 Skill: Recall 24) The final step taken by a brand manager in the brand-building process is to a. grow and sustain brand equity. b. identify target market and segmentation. c. plan and implement the marketing program. d. identify brand values and positioning. e. measure and evaluate brand performance.

Answer: a Diff: 2 Type: MC Page Reference: 75

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 25) A descriptive feature of a product is known as a(n) a. attribute. b. core value. c. benefit. d. positioning point. e. brand point.

Answer: a Diff: 3 Type: MC Page Reference: 75 Skill: Recall 26) The fact that Olay tells women to "love the skin you're in" and communicates the key attribute of how Olay adds moisture to protect the skin is an example of the brand's a. headline. b. core value. c. tag line. d. demographic positioning. e. brand equity.

Answer: b Diff: 3 Type: MC Page Reference: 75 Skill: Applied 27) In this step of building the brand, brand managers identify key attributes and benefits their brand will deliver for consumers. a. Identify target market and segmentation. b. Establish core values and positioning strategy. c. Build brand loyalty and brand equity. d. Plan and implement the marketing program. e. Measure and evaluate brand performance.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: MC Page Reference: 75 Skill: Applied 28) The image that marketers desire a brand to have in the minds of consumers is called a. brand equity. b. imaging. c. advertising. d. brand positioning. e. brand loyalty.

Answer: d Diff: 2 Type: MC Page Reference: 76 Skill: Recall 29) Bell Canada's marketing plan includes the following: "To reinforce our leadership position in the long distance market as the most reliable, trustworthy provider." This is an example of a a. marketing objective. b. mission statement. c. positioning statement. d. corporate objective. e. brand objective.

Answer: c Diff: 3 Type: MC Page Reference: 76 Skill: Applied 30) McDonald's in 2011 embarked on a rebranding strategy. To do so they needed a good positioning strategy that included all of the following elements EXCEPT being

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. durable over time. b. distinctive from the competition. c. desirable by consumers. d. diminished in scale. e. deliverable by the company.

Answer: d Diff: 3 Type: MC Page Reference: 76-78 Skill: Applied 31) A __________ positioning strategy communicates meaningful attributes and benefits of a product to a target market. a. product differentiation b. product leadership c. head-on d. brand leadership e. innovation Answer: a Diff: 3 Type: MC Page Reference: 78 Skill: Recall 32) Volvo consistently communicates the message that Volvo cars are safer than any other car on the market. This is an example of a. head-on positioning. b. competitive positioning. c. product differentiation positioning. d. brand leadership positioning. e. innovation positioning.

Answer: c Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 78 Skill: Applied 33) Crest's advertising focuses on the fact that it is the brand preferred by most consumers and dentists. This is an example of a. innovation positioning. b. leadership positioning. c. image positioning. d. head-on positioning. e. channel positioning.

Answer: b Diff: 2 Type: MC Page Reference: 78 Skill: Applied 34) __________ positioning is a strategy often used by brand leaders when they present themselves as a preferred choice among customers. a. Benefit b. Value c. Innovation d. Leadership e. Head-on Answer: d Diff: 2 Type: MC Page Reference: 78 Skill: Recall 35) PineSol recently ran an advertisement which demonstrated a housewife cleaning a floor using both PineSol and Mr. Clean (a competitive brand). The PineSol half of the floor was much cleaner, with less work. This illustrates a. head-on positioning. b. competitive positioning.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. image positioning. d. leadership positioning. e. value positioning.

Answer: a Diff: 3 Type: MC Page Reference: 78 Skill: Applied 36) __________ positioning is a strategy in which one product is presented as an equal or better alternative to a competing product. a. Head-on b. Leadership c. Comparative d. Innovation e. both A and C Answer: e Diff: 3 Type: MC Page Reference: 78-79 Skill: Recall 37) When Procter & Gamble launched the Swiffer, it was promoted as a brand new way to clean. This is an example of a. value positioning. b. innovation positioning. c. leadership positioning. d. new product positioning. e. lifestyle positioning.

Answer: b Diff: 3 Type: MC Page Reference: 80

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 38) A marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands is called a. lifestyle positioning. b. head-on positioning. c. innovation positioning. d. leadership positioning. e. new product positioning.

Answer: c Diff: 2 Type: MC Page Reference: 80 Skill: Recall 39) A marketing strategy based on the premise that consumers search for the best possible value given their economic circumstances is called a. leadership positioning. b. value positioning. c. price positioning. d. head-on positioning. e. both B and C. Answer: e Diff: 2 Type: MC Page Reference: 81 Skill: Recall 40) Both the Walmart and Harry Rosen brands offer the same type of positioning strategy. They are examples of a. comparative positioning. b. lifestyle positioning. c. leadership positioning.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. price positioning. e. head-on positioning.

Answer: d Diff: 3 Type: MC Page Reference: 81 Skill: Applied 41) The automobile industry uses psychographic information to develop campaigns using emotional appeal techniques and vivid imagery. This is an example of a. price positioning. b. head-on positioning. c. delivery positioning. d. channel positioning. e. lifestyle positioning.

Answer: e Diff: 3 Type: MC Page Reference: 81-82 Skill: Applied 42) The use of psychographic information is particularly important for __________ positioning strategies. a. head-on b. lifestyle c. brand leadership d. innovation e. value Answer: b Diff: 2 Type: MC Page Reference: 81-82 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

43) Hyundai recently moved to a "Modern Premium" positioning strategy with the implementation of a new advertising campaign. This is an example of a(n) a. lifestyle positioning. b. image positioning. c. head-on positioning. d. repositioning. e. price positioning.

Answer: d Diff: 3 Type: MC Page Reference: 83 Skill: Applied 44) Brand names, logos, symbols, characters, packaging and slogans are all examples of a. brand elements. b. positioning approaches c. brand differentiators. d. core values. e. brand equity.

Answer: a Diff: 3 Type: MC Page Reference: 83 Skill: Applied 45) Molson Canadian changed its ___________ in recent years to "I am Canadian." a. product differentiation positioning b. slogan c. logo d. brand name e. lifestyle positioning Answer: b

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: MC Page Reference: 83 Skill: Applied 46) The most visible form of marketing communications is a. sales promotion. b. personal selling. c. interactive marketing. d. advertising. e. billboards.

Answer: d Diff: 2 Type: MC Page Reference: 85 Skill: Recall 47) Over time, consumers start associating specific colouring with a brand and they know exactly what they are looking for when they are trying to spot a brand on the store shelf.

This illustrates the importance of a. branding. b. packaging. c. advertising. d. lifestyle marketing. e. retailers.

Answer: b Diff: 2 Type: MC Page Reference: 85 Skill: Applied 48) Packaging can play a key role in differentiating a product. Dishwashing detergent in tablet form, no-drip spouts on laundry detergent, resealed shredded cheese, are all examples of a. being environmentally friendly.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. brand equity. c. marketing the product. d. providing convenience. e. protecting the product.

Answer: d Diff: 3 Type: MC Page Reference: 86-88 Skill: Applied 49) A good package serves four functions: it __________ the product, __________ the Dove Men+Care offers convenience to consumers, and is environmentally friendly. a. advertises, markets b. protects, sells c. sells, markets d. protects, markets e. sells, helps locate Answer: d Diff: 2 Type: MC Page Reference: 86 Skill: Recall 50) For durable goods, like cars and computers, which are not sold in "packages", a key influencer in the buying decision is the a. retailer. b. mileage. c. lifestyle image. d. brand personality. e. design.

Answer: e Diff: 3 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 88-89 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Use an example to explain the difference between a trademark and a registered trademark.

Answer: A trademark TM is a part of a brand that is granted legal protection so that only the owner can use it. If it is more than claimed but it has also registered with the government trademarks office one will see the ® symbol. Examples will vary.

Diff: 3 Type: ES Page Reference: 68 Skill: Applied 2) Describe the elements that influence brand choices by consumers.

Answer: The combination of brand attributes (tangibles) as well as the brand personality (intangibles) influence brand choices by consumers.

Diff: 3 Type: ES Page Reference: 70-71 Skill: Recall 3) List the three stages of brand loyalty, giving examples of each stage to show the difference among the stages.

Answer: Brand recognition (awareness), brand preference (buy if available), and brand insistence (only buys; no alternatives).

Examples will vary.

Diff: 3 Type: ES Page Reference: 70 Skill: Applied 4) Explain the three main benefits of branding for consumers.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: The brand name suggests a certain level of quality, there can be psychological rewards for possessing certain brands, and brands distinguish competitive offerings.

Diff: 3 Type: ES Page Reference: 73-74 Skill: Recall 5) What is a USP? Explain your answer with an example.

Answer: A USP stands for a Unique Selling Point. It is the primary benefit of a product or service that distinguishes it from its competitors.

Examples will vary.

Diff: 3 Type: ES Page Reference: 74 Skill: Applied 6) What is brand equity? Use an example to illustrate brand equity.

Answer: Brand equity is the value of a brand to owners; influenced by brand name awareness, degree of customer loyalty, perceived quality, and the brand's association with a certain attribute.

Examples will vary.

Diff: 3 Type: ES Page Reference: 71-73 Skill: Applied 7) Identify the four steps in the brand building process and explain each step.

Answer: Identify brand values and positioning strategy (identify key attributes and benefits), plan and implement the marketing program (integrated plan), measure and evaluate brand

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

performance (evaluate loyalty, sales, and market share), and build brand equity and brand loyalty (alter, expand and rejuvenate brands).

Diff: 3 Type: ES Page Reference: 75-78 Skill: Recall 8) What are core values? Use an example to illustrate your answer.

Answer: Core values are the primary attributes and benefits a brand delivers to the customer.

Examples will vary.

Diff: 3 Type: ES Page Reference: 75 Skill: Applied 9) Define what positioning is and explain the importance of having a clearly worded positioning statement.

Answer: Positioning is the selling concept that motivates a purchase, or the image that marketers desire a brand to have in the minds of consumers. A positioning statement should be clear to ensure that it is implemented appropriately and solidified within the minds of the consumers.

Diff: 3 Type: ES Page Reference: 76 Skill: Applied 10) What is the difference between product differentiation positioning and brand leadership positioning? Use examples to illustrate.

Answer: A product differentiation positioning strategy communicates meaningful and valued differences in order to distinguish itself from competitive offerings. With brand leadership positioning, a product presents itself as a preferred choice among customers. .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Nike is a leader in the shoe technology, and is a brand that inspires confidence in people who use their shoes. Brand leaders have characteristics in common that give them an advantage over competing brands.

Examples will vary.

Diff: 3 Type: ES Page Reference: 76-78 Skill: Applied 11) Describe three positioning strategies, using examples to illustrate each one.

Answer: Product differentiation, brand leadership, head-on, innovation, price, or lifestyle.

Examples will vary Diff: 3 Type: ES Page Reference: 78-82 Skill: Applied 12) What is innovation positioning? Use an example to illustrate your answer.

Answer: Innovation positioning is a marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands.

Examples will vary.

Diff: 3 Type: ES Page Reference: 80 Skill: Applied 13) Explain why the textbook refers to marketing communications as the "voice" of a brand's positioning strategy.

Answer:

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

The voice must deliver a message with clarity and continuity. This will aid with developing brand loyalty and equity within the market. Since marketing communications role is to inform the market about the brand, it is in fact the voice.

Diff: 3 Type: ES Page Reference: 83-85 Skill: Applied 14) Describe what makes a good package for a brand. Use an example to show a "good" package.

Answer: Packaging protects the product, markets the product, offers convenience to consumers, and is environmentally friendly.

Examples will vary.

Diff: 3 Type: ES Page Reference: 85-88 Skill: Applied 15) Explain the role of branding by design for durable goods. Provide an example of a brand that uses design to distinguish itself from competitors.

Answer: For durable goods, like cars, that don't come in a package, the key influencer in the buying process could be design. In the durable goods market, designers have traditionally followed one basic premise: form follows function.

Examples will vary.

Diff: 3 Type: ES Page Reference: 88-90 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) The unique symbol that plays a role in creating an image is called a brand logo. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 68 Skill: Recall 2) Coke is a trademark as well as a brand name. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 68 Skill: Applied 3) A trademark is granted legal protection so that only the owner can use it. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 68 Skill: Recall 4) Canadian Tire has withstood incredible competitive pressure from big American retailers because it has a solid logo. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 69 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

5) The three stages of brand loyalty, in order, are: brand preference, brand recognition, and brand insistence. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 70 Skill: Recall 6) When a brand achieves brand preference, it is on a short list of brand alternatives that a buyer will consider buying. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 70-71 Skill: Recall 7) Apple has brand equity of $246.9 billion making it the world's most valuable brand. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 71 Skill: Applied 8) The value (monetary or otherwise) of a brand in the holistic sense to its owner is called brand recognition. a. True b. False Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 70 Skill: Recall 9) Lean Cuisine is a brand name that also highlights its unique selling point. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 74 Skill: Applied 10) The brand building process involves three steps: identifying brand values and positioning strategy, measuring and interpreting brand performance, and growing and sustaining brand equity. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 75 Skill: Recall 11) An attribute is a descriptive feature of a product, while a benefit is the value a customer attaches to a brand attribute. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 75 Skill: Recall 12) A marketing strategy in which a product presents itself as a preferred choice among customers is called innovation positioning. a. True

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: b Diff: 2 Type: TF Page Reference: 80 Skill: Recall 13) The "Pepsi-Challenge" is an example of brand leadership positioning. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 78-79 Skill: Applied 14) Harry Rosen with the use of many exclusive products as an upscale men's clothier is very successful at using a value positioning strategy. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 81 Skill: Applied 15) An innovation like a cell phone or digital camera that has an impact on society and the way we do things is a continuous innovation. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 80 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) When Jeep runs advertising showing young, urban professionals driving a luxury vehicle in the outdoors, they were engaging in lifestyle positioning. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 81-82 Skill: Applied 17) Decisions must be made about how to employ various brand elements to aid with brand equity. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 71 Skill: Recall 18) Packaging is playing a diminished role in influencing purchase decisions. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 85 Skill: Recall 19) In order to maximize brand equity, each element of the communications mix should deliver a different and unique message. a. True b. False Answer: b Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 71-73 Skill: Applied 20) The package is what consumers look for when they are contemplating a purchase. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 85 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) The textbook discusses several of the more common appeal techniques. Compare and contrast three appeal techniques, using examples to illustrate.

Answer: Positive appeals, negative appeals, humorous appeals, sexual appeals, emotional appeals, lifestyle appeals, comparative appeals, and factual appeals.

Examples will vary.

Diff: 3 Type: ES Page Reference: 116-121 Skill: Applied 2) Describe the content of a creative brief.

Answer: A creative brief starts with providing marketing information (market profile, brand profile, competitor profile, target market profile, and budget) and then a problem overall objective. This will help set the stage for the creative team. Next comes the advertising objective that sets the parameters of what needs to be accomplished by the campaign. A positioning strategy statement follows so that the brand benefits, personality, and image are made clear. This leads to the key benefit statement and support claims statement that make up the creative objective. Once an objective is noted then the creative strategy ("big idea," tone and style, and appeal technique) can be determined so that the creative execution will be in line.

Diff: 3 Type: ES Page Reference: 102-103, Figure 4.5 Skill: Recall 3) Why are support claims statements used? Pick an example of an ad that utilizes this strategy to justify your response.

Answer: Student answers will vary depending on the example chosen. A support claims statement describes the characteristics that will substantiate the promise made in the key benefit statement. It provides proof and gives customers a real reason why they should buy the product.

Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 112-113 Skill: Applied 4) Discuss the pros and cons of using a comparative advertising appeal for one of the following products categories: beer, cell phones, or airlines.

Answer: Student answers will vary depending on the product category. For a “challenger” brand, showing comparisons where the challenger performs better than the market leader is often convincing — it will make consumers think more about the brand than they currently use. Some of the risks of comparative advertising are: the brand leader may retaliate and the brand that made the comparisons may need adequate financial resources to fight an advertising war. Also, any claims made must not mislead the public — or the market leader can instigate legal proceedings. Critics of the comparative appeal believe a brand should stand on its own merit.

Diff: 3 Type: ES Page Reference: 119-121 Skill: Applied 5) Distinguish between creative objectives, creative strategies, and creative execution.

Use an example to illustrate the differences.

Answer: Creative objectives are statements that clearly indicate the information to be communicated to the target audience and include a key benefit statement and support claims statement. Creative strategy is a statement of how the message will be communicated to the target audience and deals with issues such as the theme, the tone and style of the message, and appeal techniques. In the creative execution stage, specific decisions are made regarding how to best present the message.

Examples will vary.

Diff: 3 Type: ES Page Reference: 111-121 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) When a network airs an ad placed by an advertiser on television, this reflect the __________ step of the communication process. a. escalating b. transmitting c. encoding d. submitting e. decoding Answer: b Diff: 2 Type: MC Page Reference: 97 Skill: Applied 2) After a communication message is developed, an organization has to transform the message into some attention getting form, such as print advertising or television advertising. This step in the communication process is called a. development. b. noise. c. transmission. d. encoding. e. decoding.

Answer: d Diff: 2 Type: MC Page Reference: 97 Skill: Applied 3) Communication is defined as transmitting, receiving, and __________ information. a. remembering b. processing c. preparing d. discerning e. keeping

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 2 Type: MC Page Reference: 96 Skill: Recall 4) When a marketer delivers a message, the message is sometimes not in line with customer attitudes or customers don't believe the message because the message delivered by the competition was more convincing. In the communication process this is referred to as a. encoding. b. decoding. c. transmission. d. noise. e. a bad message.

Answer: d Diff: 3 Type: MC Page Reference: 97 Skill: Recall 5) The acronym ACCA stands for a. attitude, comprehension, conviction, action. b. attitude, comprehensiveness, conviction, action. c. awareness, comprehension, conviction, attitude. d. awareness, composition, conviction, action. e. awareness, comprehension, conviction, action.

Answer: e Diff: 2 Type: MC Page Reference: 98 Skill: Recall 6) In this stage of the communication process, the customer learns something for the first time.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. action b. transmission c. encoding d. decoding e. awareness Answer: e Diff: 1 Type: MC Page Reference: 98 Skill: Recall 7) Sue just finished watching a commercial for Tide laundry detergent and decided to add Tide to her shopping list for the week. This step in the communication process is referred to as a. comprehension. b. action. c. trial. d. conviction. e. awareness.

Answer: d Diff: 3 Type: MC Page Reference: 98 Skill: Applied 8) At this stage in the communication process, the consumer is expressing interest and the message is seen as relevant. a. comprehension b. conviction c. purchase d. action e. awareness Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: MC Page Reference: 98 Skill: Recall 9) According to the FCB grid, long-copy, informative advertising plays an important role for products in which quadrant? a. Quadrant 4 - emotional and low importance b. Quadrant 3 - rational and low importance c. Quadrant 5 - logical and inexpensive d. Quadrant 2 - emotional and high importance e. Quadrant 1 - rational and high importance Answer: e Diff: 3 Type: MC Page Reference: 99 Skill: Recall 10) The theory of communications that revolves around the degree of involvement the consumer has with a product in the purchase decision-making process is called a. the involvement theory. b. the FCB Grid. c. DAGMAR. d. ACCA. e. DMP. Answer: b Diff: 3 Type: MC Page Reference: 99 Skill: Recall 11) High involvement products such as designer clothing, which are bought on emotion to make the consumer feel good or show status, fall under this quadrant according to the FCB grid. a. Quadrant 1

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. Quadrant 5 c. Quadrant 4 d. Quadrant 3 e. Quadrant 2 Answer: e Diff: 3 Type: MC Page Reference: 99 Skill: Applied 12) According to the FCB grid, advertisers of low involvement products that require rational decisions, like furniture polish, should focus on a. long, rational messages. b. lifestyle advertising. c. short, catchy slogans. d. "feel-good" messages. e. technical advertising.

Answer: c Diff: 3 Type: MC Page Reference: 99 Skill: Applied 13) According to the FCB grid, advertisers of low involvement products purchased on an emotional basis, such as beer, should focus on a. emotional advertising. b. informative advertising. c. lifestyle messages. d. short, catchy slogans. e. demographics messages.

Answer: c Diff: 3 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 99 Skill: Applied 14) "Motivating distributors to carry a product" and "encouraging trial purchase" are examples of a. strategic objectives. b. marketing communication objectives. c. advertising objectives. d. marketing objectives. e. corporate objectives.

Answer: b Diff: 3 Type: MC Page Reference: 100-101 Skill: Recall 15) A document developed by a client organization that contains vital information about the advertising task at hand, such as marketing background information and communication objectives, is called a a. background brief. b. creative brief. c. communication plan. d. strategic plan. e. marketing plan.

Answer: b Diff: 2 Type: MC Page Reference: 102 Skill: Recall 16) __________ is a paid-for message communicated through the media by an identified sponsor. a. Advertising b. Sales Promotion

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. Marketing Communications d. Personal selling e. Publicity Answer: a Diff: 2 Type: MC Page Reference: 101 Skill: Recall 17) Essential information that provides direction for creative development is provided in a document known as the creative brief. This is provided by the a. agency. b. industry. c. sales team. d. market place. e. client.

Answer: e Diff: 3 Type: MC Page Reference: 103 Skill: Recall 18) The statement "to create or increase brand awareness" would fall under which section of a creative brief? a. creative objectives b. marketing information c. advertising objectives d. problem identification e. creative strategy Answer: d Diff: 3 Type: MC Page Reference: 103

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 19) Typically, advertising campaigns are designed to resolve a specific problem or a. increase market share. b. to increase overall sales. c. attack the competition. d. pursue an opportunity. e. modify pricing.

Answer: d Diff: 2 Type: MC Page Reference: 103 Skill: Recall 20) Which of the following would NOT be an appropriate advertising objective? a. sales b. interest c. preference d. awareness e. new targets Answer: a Diff: 3 Type: MC Page Reference: 105-106 Skill: Applied 21) The statement: "To achieve an awareness of 75% for Brand X in the defined target market within 6 months of product launch" is an example of a(n) a. advertising objective. b. communication objective. c. problem. d. corporate objective. e. marketing objective.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 3 Type: MC Page Reference: 105-106 Skill: Applied 22) A campaign for a new product launch will usually have the following as an advertising objective. a. interest b. action c. awareness d. new image e. new targets Answer: c Diff: 2 Type: MC Page Reference: 106 Skill: Applied 23) For an established brand in growth or mature markets, the objective is to stand out from competing brands. In this case, the advertising objective would focus on a. encouraging trial purchase. b. attracting new target markets. c. creating interest. d. creating awareness. e. encouraging preference.

Answer: e Diff: 3 Type: MC Page Reference: 109 Skill: Applied 24) The market for cell phones is very competitive and several brands are strong. Many companies in this market probably focus on quantifying an advertising objective in the following area.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. awareness b. action c. preference d. interest e. new targets Answer: c Diff: 3 Type: MC Page Reference: 109 Skill: Applied 25) A statement that clearly indicates the information to be communicated to the target audience is called a(n) a. advertising objective. b. creative objective. c. marketing objective. d. corporate objective. e. problem statement.

Answer: b Diff: 2 Type: MC Page Reference: 111-112 Skill: Recall 26) The basic selling idea and primary benefit of Vaseline Intensive Care Lotion is that it leaves a person's skin feeling very soft. This would be that product's a. key benefit statement. b. slogan. c. creative objective. d. advertising objective. e. positioning.

Answer: a Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 112 Skill: Applied 27) When determining what to say about a brand and how to say it, creative planners refer to the _____________ for context. a. creative objective. b. client evaluation. c. advertising objective. d. creative execution. e. research plan.

Answer: c Diff: 3 Type: MC Page Reference: 111-112 Skill: Recall 28) The key benefit statement is a. the primary reason for buying the product instead of a competitive product. b. the main reason for choosing a particular agency. c. main creative idea behind a campaign. d. the reason for using marketing research. e. why certain media is used.

Answer: a Diff: 2 Type: MC Page Reference: 112 Skill: Recall 29) Good support claims statements provide customers with a. a reason why they should choose an agency. b. a reason why they should buy the product. c. good taste and good nutrition. d. catchy slogans.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. the basic selling idea behind the product.

Answer: b Diff: 2 Type: MC Page Reference: 112-113 Skill: Recall 30) In advertisements for Colgate toothpaste, the main promise Colgate makes is that their toothpaste helps fight tooth decay. The fact that Colgate is the only toothpaste to earn the Canadian Dental Association seal of approval is an example of a(n) a. key benefit statement. b. creative strategy statement. c. support claims statement. d. positioning statement. e. big idea .

Answer: c Diff: 3 Type: MC Page Reference: 112-113 Skill: Applied 31) Tone and style and central theme or "big idea", fall under which section of the creative brief? a. marketing information b. advertising objective c. creative execution d. creative objectives e. creative strategy Answer: e Diff: 2 Type: MC Page Reference: 113-115 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

32) The three elements of creative strategy are: tone and style, central theme and a. communication objectives. b. media strategy. c. creative objectives. d. appeal techniques. e. positioning statement.

Answer: d Diff: 3 Type: MC Page Reference: 113-116 Skill: Recall 33) The glue that binds the various creative elements of a campaign together is also called the a. central theme. b. big idea. c. creative strategy. d. both A and B are correct e. both A and C are correct Answer: d Diff: 3 Type: MC Page Reference: 113 Skill: Recall 34) McDonald's ads usually include music and interactions among family members representing the tagline "I'm lovin' it." These ads use a(n) __________ appeal technique. a. positive b. lifestyle c. emotional d. humorous e. negative Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 116 Skill: Applied 35) Which of the following is NOT an appeal technique used to execute creative strategy? a. fear b. negative c. positive d. neutral e. humorous Answer: d Diff: 3 Type: MC Page Reference: 116-121 Skill: Recall 36) For negative appeals, the product promise and benefits are based on a situation that the potential buyer would like to a. increase. b. buy. c. replace with a substitute. d. enjoy. e. avoid.

Answer: e Diff: 2 Type: MC Page Reference: 116 Skill: Recall 37) One of the risks when advertisers present a(n) ___________________ is that it can wear out prematurely. a. emotional appeal.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. humour appeal. c. lifestyle appeal. d. negative appeal. e. positive appeal.

Answer: b Diff: 3 Type: MC Page Reference: 116-117 Skill: Recall 38) The real issue with using a sexual appeal is a. the ads are quickly forgotten. b. competitors will copy them. c. in the way it is used. d. they do not get a customer's attention. e. most clients dislike this appeal technique.

Answer: c Diff: 3 Type: MC Page Reference: 118 Skill: Recall 39) Comparative appeal techniques are usually undertaken a. by using a fear technique. b. by a challenger. c. in the least positive manner. d. by all competitors in a small market. e. by the leader.

Answer: b Diff: 3 Type: MC Page Reference: 119-120 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

40) The slogan for Buckley's Cough Mixture, "Tastes awful, but it works" is an example of the following appeal technique. a. humorous appeal b. celebrity endorsement c. fear appeal d. negative appeal e. emotional appeal.

Answer: d Diff: 3 Type: MC Page Reference: 116 Skill: Applied 41) ______________ appeals presented effectively will arouse the feelings of an audience. a. Emotional b. Sexual c. Lifestyle d. Factual e. Comparative Answer: a Diff: 3 Type: MC Page Reference: 118 Skill: Recall 42) Advertisements using a lifestyle appeal are based on a. psychographic data. b. family income. c. ethnic data. d. geographic data. e. demographic data.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: MC Page Reference: 119 Skill: Recall 43) When Maytag develops an ad for Maytag dishwashers that states facts on what the dishwasher will do, and is backed up with information for consumers, they are employing a(n) a. emotional appeal b. comparative appeal. c. factual appeal. d. lifestyle appeal. e. negative appeal.

Answer: c Diff: 3 Type: MC Page Reference: 121 Skill: Applied 44) Ads that simply state what the product will do and back it up with information that is easy for the consumer to understand are using the __________ appeal technique. a. simple b. factual c. positive d. emotional e. lifestyle Answer: b Diff: 2 Type: MC Page Reference: 121 Skill: Recall 45) During which stage of the creative development process do specific decisions have to be made regarding how to present the message?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. marketing tactics b. creative brief c. positioning strategy d. creative execution e. creative evaluation Answer: d Diff: 2 Type: MC Page Reference: 121 Skill: Recall 46) For products that want to make claims regarding performance, ___________ works well. a. demonstrations b. testimonials c. torture tests d. endorsements e. comparatives Answer: a Diff: 3 Type: MC Page Reference: 121 Skill: Recall 47) In testimonial advertising, the message and the product are usually presented by a. a celebrity. b. actors. c. cartoon characters. d. a prominent athlete. e. a typical user.

Answer: e Diff: 3 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 122 Skill: Recall 48) An endorsement of a product or service is usually presented by an Association or a. a demonstration. b. a typical user. c. a doctor. d. actors. e. a celebrity.

Answer: e Diff: 2 Type: MC Page Reference: 122 Skill: Recall 49) Which of the following is NOT a commonly used execution technique? a. product demonstrations b. endorsements c. testimonials d. sexual appeals e. taglines Answer: d Diff: 2 Type: MC Page Reference: 121 Skill: Recall 50) The line "I Am What I Am" appears in Reebok's advertising campaigns. This is an example of a(n) a. tagline. b. appeal technique. c. headline. d. slogan. e. positioning statement. .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 3 Type: MC Page Reference: 122-123 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Describe the stages in the communications process as it relates to advertising using a brand of your choice to illustrate your answer.

Answer: A sender (brand) has a message encoded into a meaningful format that is then transmitted to the receiver (consumer) who in turn decodes the message.

Examples will vary.

Diff: 2 Type: ES Page Reference: 97 Skill: Recall 2) Pick a brand to explain how a consumer goes through the stages of the ACCA model.

Answer: First is the awareness stage, when the consumer learns about the brand for the first time.

Second is the comprehension stage, where the consumer expresses interest. Third is the conviction stage, when the brand becomes a preferred brand. Fourth is the action stage, when the brand is purchased.

Examples will vary.

Diff: 3 Type: ES Page Reference: 98 Skill: Applied 3) What is the FCB Grid and how is it used in marketing communications?

Answer: The FCB Grid is a theory of communication that revolves around the degree of involvement the consumer has with a product in the purchase decision-making process.

The extent of involvement, described as either high involvement or low involvement, has implications for the development on marketing communications strategy.

Diff: 3 Type: ES Page Reference: 99 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

4) According to the FCB Grid, what is the best communication strategy for low involvement products purchased on emotional decisions? Support your answer with a product that you purchase which falls into this quadrant.

Answer: Products in this situation are not expensive, but they make the consumer feel good.

There are not many rational reasons for buying these types of products, so it is common for messages to adopt a "feel good" strategy. Lifestyle oriented messages also work well in this situation.

Examples will vary.

Diff: 3 Type: ES Page Reference: 99 Skill: Applied 5) What is a creative brief and how is it used?

Answer: A creative brief is a document developed by a client organization that contains vital information about the advertising task at hand; it is a useful tool for discussions between client and its advertising agency.

Diff: 3 Type: ES Page Reference: 102-104 Skill: Applied 6) What is the difference between advertising objectives and creative objectives?

Answer: Advertising objectives are based on the problem or goal and can include awareness, interest, preference, and action. Creative objectives state the information to be communicated to the target audience.

Diff: 3 Type: ES Page Reference: 105-106, 111-112 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

7) What are the two parts of creative objectives? Illustrate using an example.

Answer: Key benefit statement – a statement of the basic selling idea or benefit promised. Support claims statement – a substantiation of the promise made in the key benefit statement.

Examples will vary.

Diff: 3 Type: ES Page Reference: 112-113 Skill: Applied 8) What is meant by "native advertising"? Explain.

Answer: Today the potential audience is fragmented based on the abundance of options consumers can choose or not choose from. Advertisers are concerned about whether or not their message is breaking through the clutter and what impact is has or doesn’t have.

Traditional forms of advertising are declining in appeal where other social media platforms are increasing. Native marketing is a subcomponent of a marketing strategy called “content marketing.”

Diff: 3 Type: ES Page Reference: 123 Skill: Recall 9) Explain the importance of the positioning strategy statement to creative strategy.

Answer: The positioning strategy statement indicates the benefits a brand offers, states what the brand stands for, and is a reflection of the brand's personality. These are essential inputs by the creative team when it develops the creative strategy. The creative strategy is a plan of action for how the message (positioning strategy statement) will be communicated to the target audience.

Diff: 3 Type: ES Page Reference: 110-111

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 10) List the three elements of a creative strategy.

Answer: Tone and style of the message, the central theme ("big idea"), and appeal technique are the key three elements of a creative strategy.

Diff: 3 Type: ES Page Reference: 113-115 Skill: Recall 11) The textbook discusses several of the more common appeal techniques. List six of them and list how a popular brand would use the appeal techniques.

Answer: Positive appeals, negative appeals, humorous appeals, sexual appeals, emotional appeals, lifestyle appeals, comparative appeals, and factual appeals.

Diff: 3 Type: ES Page Reference: 116-121 Skill: Recall 12) How does an emotional appeal differ from a humourous appeal?

Answer: An emotional appeal should arouse feelings in the audience. The emotion can be anger, joy, pride, happiness, sadness, and more. A humourous appeal is light-hearted so it only really appeals to a positive spectrum of emotions.

Diff: 3 Type: ES Page Reference: 116-119 Skill: Applied 13) Discuss a brand that uses factual appeals in their advertising. Is the advertising effective? Why or why not?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Factual appeals can be effective if the information is simply stated with a support claim.

It is sometimes used in conjunction with testimonials and/or endorsements.

Examples will vary.

Diff: 3 Type: ES Page Reference: 121 Skill: Applied 14) How does the testimonial execution differ from celebrity endorsements?

Answer: Testimonial is a technique where a typical user of the product presents the message.

Celebrity endorsement uses celebrities to speak on behalf of the product. There is no definitive answer as to which would be the better fit, if one were to choose.

Diff: 3 Type: ES Page Reference: 121-122 Skill: Recall 15) What is the difference between a tagline and a slogan?

Answer: A tagline is a short phrase that captures the essence of an advertised message. A slogan is a short phrase that captures the essence of an entire advertising campaign; reflects the positioning strategy of the brand and is shown in all ads, in all media.

Diff: 3 Type: ES Page Reference: 122-123 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) In the communication process, transforming a message into a meaningful format is also called decoding. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 97 Skill: Recall 2) The ACCA model states that consumers go through a series of stages on the way to taking action. These stages in order are: awareness, conviction, comprehension and action. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 98 Skill: Recall 3) According to the ACCA model, in the "comprehension" stage, consumers are expressing interest. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 98 Skill: Applied 4) According to the FCB grid, high involvement products always require an informative tone and style in order to be effective. a. True b. False Answer: a Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 99 Skill: Recall 5) According to the FCB Grid, snack foods, which are low involvement products which are purchased on emotion, should use communications that focus on lifestyle-oriented messages. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 99 Skill: Applied 6) When Harley-Davidson wants to start a new advertising project, the first step is to generate a creative brief. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 102 Skill: Applied 7) Brand awareness is a common creative objective for new products. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 103 Skill: Applied 8) Advertising plans are usually designed to resolve a particular problem or pursue an opportunity. a. True

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: a Diff: 2 Type: TF Page Reference: 103 Skill: Recall 9) A company who truly wants to measure the results of an advertising campaign should establish a quantitative advertising objective. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 105 Skill: Applied 10) A substantiation of the promise made in the key benefit statement is called a positioning statement. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 110-111 Skill: Recall 11) The creative strategy is a plan of action for how the message will be communicated to the target audience. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 113-115 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

12) Pepsi-Cola utilizes a unique creative theme or "big idea" for each media option used in its communications plan. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 113 Skill: Applied 13) Fear and anger are always used in negative appeals. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 116 Skill: Recall 14) Although popular with viewers, ads with humorous appeals have been proven to be ineffective. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 116 Skill: Applied 15) Emotional appeals can be presented in a positive or a negative setting. a. True b. False Answer: a Diff: 2 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 118 Skill: Applied 16) Lifestyle appeals are becoming more challenging to develop given the diversity that exists in today's society. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 119 Skill: Recall 17) Advertisements that use the comparative appeal techniques always make direct comparisons with another brand. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 119 Skill: Applied 18) Comparative campaigns are usually undertaken by a "challenger" brand, a brand that ranks behind the category leader in terms of market share. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 120 Skill: Recall 19) Tim Hortons uses Sidney Crosby in some of their commercials. This is an example of a testimonial. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: TF Page Reference: 122 Skill: Recall 20) No matter how good a slogan is, it must be changed for each advertising campaign. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 123 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) List the various factors that influence media strategy.

Answer: Target market profile (three basic strategies: shotgun, profile matching, rifle); nature of the message (print media makes more sense for factual, informative appeals, television makes more sense for emotional appeals); geographic market priorities, timing, reach/frequency/continuity, and engagement. Examples will vary.

Diff: 3 Type: ES Page Reference: 133-141 Skill: Applied 2) Discuss the new strategies for reaching a television audience. Provide examples.

Answer: Product placement, branded content (or product integration), and shorter commercials.

Examples will vary.

Diff: 3 Type: ES Page Reference: 146-147 Skill: Applied 3) Discuss radio as a media option, listing three disadvantages. How can they be overcome?

Answer: Advantages: target selectivity, frequency, cost, flexibility. Disadvantages: audience fragmentation, message retention. Explanations as to overcoming the disadvantages of radio will vary from changing media choices to utilizing new technologies like Internet radio, satellite radio, and podcasts.

Diff: 3 Type: ES Page Reference: 147-148 Skill: Applied 4) Discuss newspapers as a media option, listing three advantages and three disadvantages.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Advantages – targeting capability, reach, media environment, merchandising.

Disadvantages – life span, audience diversity, clutter, reproduction quality.

Diff: 3 Type: ES Page Reference: 149-151 Skill: Recall 5) Discuss magazines as a media option, listing three advantages and three disadvantages.

Answer: Advantages ‒ targeting capability, coverage flexibility, life span, quality, environment, pass along readership. Disadvantages ‒ clutter, cost, frequency.

Diff: 3 Type: ES Page Reference: 151-153 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Media planning involves developing a plan of action for communicating messages to the right people, at the right time, with the right a. schedule. b. agency. c. market. d. frequency. e. channels.

Answer: d Diff: 2 Type: MC Page Reference: 129-130 Skill: Recall 2) The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called a. a market profile. b. a media brief. c. a media strategy. d. the media plan. e. a creative brief.

Answer: b Diff: 3 Type: MC Page Reference: 130 Skill: Recall 3) The section of the media brief which gives the media planner a perspective on what is happening in the market and the rates of growth in the market is the a. product media profile. b. competitors media usage. c. market profile. d. target market profile. e. media objectives.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 130 Skill: Recall 4) The most important ingredient for a media plan is a. a creative plan. b. an understanding of the marketing environment. c. an understanding of the marketing plan. d. an appropriate budget. e. a thorough understanding of the target market.

Answer: e Diff: 3 Type: MC Page Reference: 130 Skill: Recall 5) Media objectives outline what a media plan is to accomplish based on all of the following EXCEPT a. why. b. what. c. how. d. where. e. who.

Answer: a Diff: 3 Type: MC Page Reference: 132-133 Skill: Recall 6) An evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has run is called a a. media brief.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. post-buy analysis. c. market profile. d. target market analysis. e. pre-buy analysis.

Answer: b Diff: 2 Type: MC Page Reference: 131 Skill: Recall 7) The target market for which a shotgun strategy is best suited is more a. specific. b. local. c. regional. d. provincial. e. broad.

Answer: e Diff: 2 Type: MC Page Reference: 134-135 Skill: Recall 8) A rifle strategy is a matching strategy used in situations where a. the product is in the mature stage of the product life cycle. b. there is great urgency in the call to action. c. budgets are extremely tight. d. the target market can be precisely defined by some common characteristic. e. the target market is very fragmented.

Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

9) If product sales as expressed as a percentage of total sales by region are close to population splits by region, the following geographic strategy would be appropriate when devising a media strategy. a. regional coverage b. national coverage c. provincial coverage d. local coverage e. segmented coverage Answer: b Diff: 3 Type: MC Page Reference: 136 Skill: Recall 10) In the case of a profile matching strategy, the customer target market is carefully defined by a. customizing the product. b. demographic, psychographic, and geographic variables. c. working with an agency that has experience in the specified segment. d. advertising in every newspaper. e. analyzing the previous sales history.

Answer: b Diff: 3 Type: MC Page Reference: 135 Skill: Recall 11) If EQ3 chose to advertise in Style at Home magazine it would be because the target profile of the magazine matched the profile of EQ3's target market. This type of media strategy is called a(n) a. applied strategy. b. target market strategy. c. shotgun strategy. d. profile-matching strategy.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. rifle strategy.

Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Applied 12) Nike Canada advertises its golf shoes in Golf Canada magazine, because it is the most effective way of reaching golfers. In terms of media strategy, this is an example of a a. sling-shot strategy. b. profile-matching strategy. c. target market strategy. d. rifle strategy. e. shotgun strategy.

Answer: d Diff: 3 Type: MC Page Reference: 135 Skill: Applied 13) According to the concept of taking into account the nature of the message, the creative strategy and the ____________ strategy should be developed simultaneously to ensure the right message is delivered by the right medium. a. media b. geographic c. shotgun d. rifle e. marketing Answer: a Diff: 3 Type: MC Page Reference: 133 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

14) If Secret deodorant was trying to determine its percentage of sales by province in Canada, in relation to the percentage of population of that province, Secret would be calculating a a. brand development index. b. market development index c. category development index. d. geographic index. e. country development index.

Answer: a Diff: 3 Type: MC Page Reference: 136 Skill: Applied 15) If the sale of Crest whitening toothpaste in Ontario represents 15 percent of total sales and Ontario represents 38 percent of the population, the BDI for whitening toothpaste in Ontario is a. 25.3. b. 253.3. c. 395. d. 39.5. e. 3.95.

Answer: d Diff: 3 Type: MC Page Reference: 136 Skill: Applied 16) When Nintendo introduced the Wii in Canada, they spent a lot of money advertising the product in the early stages of the product's introduction, with the hope of hitting the market with a bang. Nintendo plans to reduce the amount spent on advertising after this short period. This is an example of a(n) __________ media schedule. a. pulse b. seasonal

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. even d. blitz e. build-up Answer: d Diff: 3 Type: MC Page Reference: 139 Skill: Applied 17) Budget-conscious media buyers use a skip schedule that allows them to a. sell products at a seasonal time of year. b. purchase media time and space in a uniform manner. c. purchase media time and space on an alternative basis. d. launch a new product. e. change from one agency to another.

Answer: c Diff: 2 Type: MC Page Reference: 137 Skill: Applied 18) Golf clubs have a heavy schedule of advertising in the spring and summer months and virtually no advertising at other times of the year. This is an example of a a. build up schedule. b. rifle schedule. c. seasonal schedule. d. pulse schedule. e. skip schedule.

Answer: c Diff: 3 Type: MC Page Reference: 138-139 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

19) Many new products employ a teaser strategy where advertising is scheduled at low levels initially and increases steadily as time passes. This strategy is called a a. skip schedule. b. pulse schedule. c. build-up schedule. d. blitz schedule. e. seasonal schedule.

Answer: c Diff: 3 Type: MC Page Reference: 139 Skill: Applied 20) The total unduplicated audience potentially exposed one or more times to a commercial message during a given time period is referred to as a. reach. b. profile matching. c. gross rating points. d. frequency. e. continuity.

Answer: a Diff: 2 Type: MC Page Reference: 139 Skill: Recall 21) Frequency refers to the a. length of an advertising campaign. b. total number of potential customers. c. average number of times an audience is exposed to an advertisement. d. type of TV commercial – 15, 30 or 60 second. e. delivery schedule of a newspaper or magazine.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 139 Skill: Recall 22) When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on a. frequency. b. impressions. c. flexibility. d. reach. e. GRPs. Answer: d Diff: 3 Type: MC Page Reference: 139 Skill: Applied 23) Media weight is expressed in terms of a. gross rating points. b. reach. c. share of market. d. continuity. e. share of advertising.

Answer: a Diff: 5 Type: MC Page Reference: 139 Skill: Recall 24) In advertising, "continuity" is a. purchasing media in blocks. b. the total audience reached by the media plan.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. the length of time for a medium to generate the desired impact. d. measured by gross rating points. e. management’s commitment to the campaign.

Answer: c Diff: 2 Type: MC Page Reference: 140 Skill: Recall 25) If a media schedule has a weekly reach of 40 percent of targeted households in a particular city and the average number of exposures is 4, the GRP level would be a. 1.6. b. 40. c. 16. d. 160. e. 4.

Answer: d Diff: 3 Type: MC Page Reference: 140-141 Skill: Applied 26) CPM is defined as a. cost of advertising per million impressions. b. cost of advertising per thousand consumers. c. creative per media. d. cost per magazine. e. cost of publishing media.

Answer: b Diff: 3 Type: MC Page Reference: 141-142 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

27) When Toyota wants to see its media schedule, it is normally presented in a calendar format referred to as a a. Gantt chart. b. funnel. c. CPM. d. blocking chart. e. blitz schedule.

Answer: d Diff: 2 Type: MC Page Reference: 142-143 Skill: Applied 28) The process of fine-tuning the media strategy and translating it into specific action plans is called a. blocking. b. media execution. c. media implementation. d. media scheduling. e. CPM. Answer: b Diff: 2 Type: MC Page Reference: 141 Skill: Recall 29) Which of the following is the biggest threat to the use of television as a preferred medium? a. The number of hours a week a person spends watching TV is decreasing. b. Consumers do not generally perceive television to be the most influential form of advertising. c. TV audiences are very fragmented. d. Clutter in television advertising continues.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. The majority of Canadian households use PVR technology to skip commercials.

Answer: c Diff: 3 Type: MC Page Reference: 143 Skill: Applied 30) In recent episodes of Being Erica, a CBC television program, two characters became co-owners of a Ford Fiesta. The product was then featured and shown in several episodes.

This is an example of a. product placement. b. branded content. c. event marketing. d. sales promotion. e. both A and B are correct Answer: e Diff: 3 Type: MC Page Reference: 146 Skill: Applied 31) Which of the following is NOT an advantage of television advertising? a. targeting through specialty channels b. reach c. clutter d. coverage flexibility e. impact Answer: c Diff: 3 Type: MC Page Reference: 145 Skill: Recall 32) Which of the following trends with respect to radio listenership is NOT true?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. Teenagers have shifted their allegiance to technologies such as iPods. b. On average, Canadians listen to the radio for 19 hours per week. c. Vehicles are the location where radio is listened to the most. d. Canadians are listening less radio each passing year. e. Radio has little appeal to teenagers.

Answer: c Diff: 2 Type: MC Page Reference: 147-148 Skill: Applied 33) Which of the following is NOT an advantage of radio advertising? a. frequency b. cost c. target selectivity d. message retention e. flexibility Answer: d Diff: 3 Type: MC Page Reference: 148 Skill: Applied 34) A radio service that offers commercial free programming for a monthly fee is known as a. satellite radio. b. Internet radio. c. podcasting. d. PVR. e. cable radio.

Answer: a Diff: 3 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 147 Skill: Recall 35) In the context of print media (newspapers and magazines), the term circulation refers to all of the following EXCEPT a. the number of copies made available at retail. b. the number of copies carried by other publications. c. the numbers of copies distributed free. d. the number of copies printed. e. the number of copies sold by subscription.

Answer: d Diff: 3 Type: MC Page Reference: 149 Skill: Recall 36) One of the biggest advantages of newspaper advertising is a. its longevity. b. its geographic selectivity with local markets. c. its long lead time. d. the lack of competition. e. the expense of an individual newspaper.

Answer: b Diff: 2 Type: MC Page Reference: 149 Skill: Applied 37) Industry research indicates that _______ percent of Canada's adult population reads a daily newspaper on any given day. a. 68. b. 16 c. 24. d. 5.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. 50.

Answer: e Diff: 3 Type: MC Page Reference: 149 Skill: Recall 38) The key difference between tabloids and broadsheets is a. size. b. cost. c. number of sections. d. amount of advertising. e. content.

Answer: a Diff: 3 Type: MC Page Reference: 149 Skill: Recall 39) Pre-printed inserts are also referred to as a. broadsheets. b. flexform advertising. c. classified advertising. d. free-standing inserts. e. tabloids.

Answer: d Diff: 3 Type: MC Page Reference: 150 Skill: Recall 40) Which of the following is NOT a type of newspaper advertising? a. classified advertising

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. national advertising c. retail advertising d. preprinted inserts e. all of the above are types of newspaper advertising Answer: e Diff: 2 Type: MC Page Reference: 149-151 Skill: Recall 41) Which of the following is NOT an advantage of newspaper advertising? a. media environment b. reach c. life span d. targeting capability e. merchandising opportunities Answer: c Diff: 3 Type: MC Page Reference: 151 Skill: Applied 42) Paid circulation refers to a. subscription sales only. b. newsstand sales only. c. free distribution. d. subscription and newsstand sales. e. trade subscriptions.

Answer: d Diff: 2 Type: MC Page Reference: 152 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

43) Cineplex magazine is an example of a controlled circulation magazine because it a. is restricted by law. b. is an insert inside a newspaper. c. appeals to all market segments. d. is distributed free to a specific audience. e. is also classified as junk mail.

Answer: d Diff: 3 Type: MC Page Reference: 152 Skill: Applied 44) Which of the following is not an example of out-of-home advertising? a. murals b. mall posters c. billboards d. free-standing inserts e. superboards Answer: d Diff: 2 Type: MC Page Reference: 153-157 Skill: Recall 45) Which of the following is NOT and advantage of magazine advertising? a. quality b. pass-along readership c. targeting flexibility d. frequency e. life span Answer: d Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 153 Skill: Applied 46) Due to the high expense and the one-of-a-kind nature of a superboard, it requires the following from advertisers. a. short showings b. a narrowly defined target audience c. a long term commitment d. payment up front e. vertical material Answer: c Diff: 2 Type: MC Page Reference: 154 Skill: Applied 47) Roots Canada took over a subway station, dominating all advertising space in that station for 3 days. This is an example of a. station recovery. b. station domination. c. superbus advertising. d. king posters. e. a shotgun strategy.

Answer: b Diff: 3 Type: MC Page Reference: 157 Skill: Applied 48) Which of the following is NOT a disadvantage of Out-of-Home advertising? a. not suitable for reaching precisely defined targets b. image c. cost

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. creative limitations e. reach and frequency Answer: e Diff: 3 Type: MC Page Reference: 158 Skill: Applied 49) Which of the following is NOT an advantage of Out-of-Home advertising? a. reach and frequency b. good complementary medium to reinforce a message c. coverage flexibility d. awareness e. image Answer: e Diff: 3 Type: MC Page Reference: 158 Skill: Applied 50) Which of the following is NOT an advantage of transit advertising? a. continuous exposure b. targeting is easy c. frequency d. reach e. coverage flexibility Answer: b Diff: 3 Type: MC Page Reference: 157 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Describe the main sections of a media plan.

Answer: The main sections of a media plan are the media budget (the total budget available), media objectives (who, what, when, where and how), and media strategy (Target market matching strategy, market coverage, timing, reach, frequency, continuity, media selection rationale, media rejection rationale.

Diff: 3 Type: ES Page Reference: 132-133 Skill: Recall 2) Explain the role a media budget plays with the media planners.

Answer: Once the media planners have been briefed on the assignment, they begin discussion potential alternatives. The media buyer's task is to deliver the maximum impact (on the target audience) at a minimum cost (client's budget).

Diff: 3 Type: ES Page Reference: 131 Skill: Recall 3) Media objectives are clearly worded statements that outline what the plan is to accomplish and include five issues. Name and describe these five issues.

Answer: Who is the target market, what is the nature of the message to be communicated, where are the market priorities geographically, When is the best time to reach the target market, how many people to reach, and how often.

Diff: 3 Type: ES Page Reference: 131-133 Skill: Recall 4) Describe the three basic target market matching strategies. Give an example on how each may be used.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Shotgun strategy – the use of mass media to reach a loosely defined target audience.

Profile matching strategy – matching the demographic profile of a product’s target market with a specific medium. Rifle strategy – using a specific medium that reaches a target market defined by a common characteristic.

Examples will vary.

Diff: 3 Type: ES Page Reference: 133-135 Skill: Applied 5) How important is the nature of the message?

Answer: The creative strategy and media strategy should be developed simultaneously to ensure that the right message is delivered by the right medium. For example, rational in print, emotional works well with television, and engagement on the Internet are a variety of messages.

Diff: 2 Type: ES Page Reference: 135 Skill: Applied 6) Describe the six media scheduling options available, giving an example to illustrate each.

Answer: Skip schedule (alternating), pulse schedule (flights of different weight and duration), seasonal schedule (in keeping with seasonality of product), blitz schedule (front loaded), build-up schedule (teaser), and even schedule (uniform).

Examples will vary.

Diff: 3 Type: ES Page Reference: 137-139 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

7) Describe the difference between using a skip schedule or an even schedule for a mature product.

Answer: A skip schedule and an even schedule can serve for reminder campaigns of mature products, especially for frequently purchased products in the consumer market. The difference is that the skip schedule has the opportunity of spreading out a small budget over a longer period of time given that the flight pattern has an "on-off" effect.

Diff: 3 Type: ES Page Reference: 137-139 Skill: Applied 8) When would advertisers use a build-up schedule?

Answer: In a build-up schedule media advertising is scheduled at low levels initially and gradually builds as time passes. Often a campaign such as this (often called a teaser campaign) is launched well before the product is available on the market. The advertising builds up pent up demand for the product when it becomes available.

Diff: 3 Type: ES Page Reference: 139 Skill: Applied 9) How does CPM play a role in media selection? How is it calculated?

Answer: CPM is calculated by dividing the cost of the ad by the circulation of the publication in thousands. It is the cost of delivering the message to 1000 people, and is used to help compare publications for efficiency. It does not take into account qualitative decisions regarding the media that are necessary to help with media selection.

Diff: 3 Type: ES Page Reference: 141-142 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

10) How has the emergence of PVR technology impacted television advertising as a medium?

Answer: Personal video recorders mean that consumers can eliminate commercial from a program they have prerecorded. If consumers stop watching commercials, the networks loose advertising revenue. The impact has not been as great as was originally thought as PVR technology has not expanded into the majority of consumer homes as was first projected.

Diff: 3 Type: ES Page Reference: 143-144 Skill: Applied 11) List and describe the four television options that media planners have.

Answer: The four options are: network advertising (central source broadcast), selective spot (regional and local spots advertisers buy on station-by-station basis), local spots, and sponsorship (ownership of a property that reaches the targeted audience).

Diff: 3 Type: ES Page Reference: 144-145 Skill: Recall 12) With fewer viewers watching television and television ads, advertisers have had to find new solutions for reaching viewers. Discuss three of the alternatives to traditional television advertising.

Answer: Product placement (the visible placement of brand name products in television shows, movies, radio and other programming); branded content (the integration of brand name goods and services into the script); and shorter commercials (reduce cost).

Diff: 3 Type: ES Page Reference: 146-147 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

13) What new technologies have influenced ratio advertising?

Answer: Internet radio, podcasting, and satellite radio.

Diff: 3 Type: ES Page Reference: 147-148 Skill: Recall 14) List the various types of outdoor posters.

Answer: Billboards, backlit poster, superboards, banners, murals, street-level posters, and mall posters.

Diff: 3 Type: ES Page Reference: 154-155 Skill: Recall 15) List the various types of transit advertising.

Answer: Transit poster, door cards, king posters, seventy posters, full wraps, bus murals, bus backs, transit shelter advertising, and station posters.

Diff: 3 Type: ES Page Reference: 156-157 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) The media brief is a document that contains information for developing a media plan. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 130 Skill: Recall 2) Media planners use a target market profile to match the target with compatible media profiles. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 130 Skill: Recall 3) A post-buy analysis is an analysis confirms that the media type purchased matches that set up in the pre-buy request. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 131 Skill: Recall 4) Ski Canada would be an appropriate medium to select for a shotgun strategy. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 133-135

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 5) A rifle strategy is a media tactic that involves matching the demographic profile of a product's target market with a specific medium that has a similar target profile. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 135 Skill: Recall 6) An anti-bullying campaign wanting to implement a profile-matching strategy could air its TV ads on YTV. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 135 Skill: Applied 7) If Purina dog food had a BDI of 90 in Ontario it would mean that the market for pet food in Ontario was overdeveloped. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 136 Skill: Applied 8) A pulse schedule means that media advertising is scheduled in flights of different weight and duration. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: TF Page Reference: 138 Skill: Recall 9) Reach is the total area covered by one radio or television station. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 139 Skill: Recall 10) A large national retailer schedules advertising every other month throughout the year, in order to stretch their advertising budget. This is an example of a blitz media schedule. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 139 Skill: Applied 11) Gross Rating Points is another way of saying "frequency." a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 139 Skill: Recall 12) If a company wanted to increase the level of engagement its market had with the brand then they only need to adjust the medium chosen. a. True .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: b Diff: 2 Type: TF Page Reference: 140-141 Skill: Applied 13) A media calendar is provided by the agency selling media so the buyer knows what slots are still available. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 142-143 Skill: Applied 14) One of the major advantages of radio is its ability to reach selective target markets. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 148 Skill: Recall 15) Where people are listening to the radio is a factor a media planner must consider. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 147 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) Magazines are referred to as a "class" medium rather than a "mass" medium, and are suited to advertisers using a profile matching strategy or rifle strategy. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 152 Skill: Applied 17) If frequency is a key media objective, magazines are the best option. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 153 Skill: Applied 18) If the goal of an advertising campaign is to reach as many people as possible, then out-of-home would be an appropriate medium to choose. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 153 Skill: Applied 19) Cinema advertising provides a much more captive audience than other media. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 158

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 20) If the goal of an advertising campaign is to reach as many people as possible, then out-of-home should be the medium of choice. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 153 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Direct response communications will continue to grow for several reasons. Discuss the reasons for this growth.

Answer: Direct response communications will grow because companies want managers to be more accountable for the expenditures they oversee. The trend toward niche marketing and micro marketing suggests the importance of forming good relationships with customers.

The availability of database management techniques make direct response communications possible.

Diff: 3 Type: ES Page Reference: 165 Skill: Recall 2) If you were a marketer about to launch a brand new brand of shampoo, explain how you could use the various forms of direct response communications.

Answer: Direct mail – mailing sent to selected households targeted demographically or geographically. List can be purchased.

Direct response television – a 30-second spot with a 1-800 number for customers to call for further information.

Direct response print – an ad in a magazine with a 1-800 number for customers to call for free samples.

Telemarketing – inbound telemarketing to take calls from customers requesting samples and to answer customer questions on the product.

Catalogue – feature the product in a related catalogue.

Examples will vary.

Diff: 3 Type: ES Page Reference: 166-167 Skill: Applied 3) Discuss the role of database management techniques in the design and implementation of direct response strategies.

Answer:

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Direct response strategies all start with the list - the list makes or breaks the campaign.

Companies are compiling databases to keep track of existing customers. A good database management system collects and maintains relevant information about customers. The information is stored in such a manner that managers have easy access to it when developing marketing strategies. Once a database has been collected, the data has to be analysed to determine relationships among the data and to enable more effective marketing strategies - this is data mining. The goals of data mining are to produce lower marketing costs and to increase efficiency by identifying prospects most likely to buy in large volume.

Diff: 3 Type: ES Page Reference: 167-169 Skill: Applied 4) Direct mail is still the most popular form of direct response advertising. Explain the benefits of direct mail.

Answer: Direct mail has the ability to personalize the message, provides the opportunity to target geographically and demographically provides the opportunity to "tell a story" and is not restricted by time.

Diff: 3 Type: ES Page Reference: 172 Skill: Recall 5) What opportunities are available with direct response print media versus direct mail?

Answer: Direct response print allows the marketer to segment not just on demographics but also psychographic information. Psychographic lists for direct mail or harder to come by unless they were purchased from a publication that matches the target audience profile or, from an internal comprehensive list. Magazines are themselves a "product" developed to attract a particular audience. Placing ads in a magazine that matches the same characteristics of your product is likely to reach the correct audience. Print media also allows for the opportunity to use tip-ins and dimensional elements to break through the advertising clutter within the magazine.

Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 178-180 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Which of the following is NOT a traditional form of direct response communications? a. event marketing b. direct mail c. catalogues d. direct response television e. telemarketing Answer: a Diff: 3 Type: MC Page Reference: 166-7 Skill: Recall 2) Direct mail accounts for __________ of net advertising revenues in Canada. a. 3 billion b. 2 billion c. 1.24 billion d. 1 billion e. 2.5 billion Answer: c Diff: 2 Type: MC Page Reference: 164 Skill: Recall 3) Which of the following is NOT one of the reasons cited for the growth of direct marketing? a. executives looking for immediate sales returns b. expanding media budgets c. the availability of database management techniques d. managers demanding greater accountability e. the expanded use of customer relationship management techniques Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 165 Skill: Recall 4) In order to incorporate direct response advertising a marketer would need the following to its target audience a. a convincing sales message b. a response mechanism c. product information d. A and C are both correct e. A, B and C are correct Answer: c Diff: 2 Type: MC Page Reference: 165 Skill: Applied 5) A marketing system for developing products, sending messages directly to customers, and accepting orders through a variety of media, and then distributing the purchase directly to customers is called a. target marketing. b. direct advertising. c. telemarketing. d. direct marketing. e. direct response advertising.

Answer: d Diff: 2 Type: MC Page Reference: 165 Skill: Recall 6) Direct response advertising is a subset of a. sales promotion. b. direct response television.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. direct mail. d. catalogue marketing. e. direct marketing.

Answer: e Diff: 2 Type: MC Page Reference: 165 Skill: Recall 7) Toys "R" Us places an ad in Canadian Family magazine with a 1-800 telephone number for customer orders. This is an example of a. direct mail. b. catalogues. c. telemarketing. d. direct response advertising. e. advertising.

Answer: d Diff: 2 Type: MC Page Reference: 165 Skill: Applied 8) When a company delivers leaflets and flyers through Canada Post or independent delivery agents, it is engaging in a. direct mail. b. catalogue marketing. c. direct response print. d. sales promotion. e. database marketing.

Answer: a Diff: 2 Type: MC Page Reference: 166

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 9) Which of the following is NOT a common form of internal customer data collected by companies? a. names b. when a customer purchases c. addresses d. psychographic e. what a customer purchases Answer: d Diff: 3 Type: MC Page Reference: 167 Skill: Recall 10) When Canadian Tire accumulates considerable data on customers through its own credit card, they are able to create a a. response list. b. house list. c. recall list. d. merge/purge. e. list broker.

Answer: b Diff: 3 Type: MC Page Reference: 167 Skill: Applied 11) Shoppers Drug Mart uses its Shoppers Optimum rewards program as a way of collecting information about the buying behaviour of its customers. This information can then be utilized in a. preventing bad debt issues. b. direct marketing communications. c. generating awareness.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. being a good corporate citizen. e. comparative advertising.

Answer: b Diff: 3 Type: MC Page Reference: 167 Skill: Applied 12) The analysis of information to determine relationships among the data and enable more effective marketing strategies are identified and implemented is called a. data marking. b. data analysis. c. data mining. d. marketing research. e. telemarketing.

Answer: c Diff: 3 Type: MC Page Reference: 168-169 Skill: Recall 13) The goal of data mining is a. to produce lower marketing costs. b. increase efficiency by identifying customers that are more likely to buy. c. devise more creative direct mail. d. to sell products at a higher price. e. both A and B are goals of data mining Answer: e Diff: 3 Type: MC Page Reference: 169 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

14) Data mining offers organizations two essential benefits. It allows organizations to predict future sales and it a. allows organizations to predict profitability. b. allows organizations to advertise more. c. makes it easier for them to generate sales. d. makes managers more accountable. e. provides a means of profiling the "best'' and the "worst" customers.

Answer: e Diff: 3 Type: MC Page Reference: 169 Skill: Recall 15) A new company has developed a profile of their target market. With this information they can purchase a list of possible prospects on a cost-per-name basis from a. a direct response agency. b. a house list. c. a CRM company. d. Canada Post. e. a list broker.

Answer: e Diff: 3 Type: MC Page Reference: 170 Skill: Applied 16) When numerous lists are purchased, they are often combined and stripped of duplicate names through this process. a. merge/purge b. response listing c. compiling d. list brokering e. house listing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: MC Page Reference: 170 Skill: Recall 17) A response list is a list of a. current customers. b. proven direct response buyers. c. brokers. d. magazine subscribers. e. publication information.

Answer: b Diff: 3 Type: MC Page Reference: 170 Skill: Recall 18) A company that sells yarn and knitting supplies by catalogue, bought a list of bookof-the-month buyers. This would be considered a(n) a. circulation list. b. list broker list. c. response list. d. internal list. e. compiled list.

Answer: c Diff: 3 Type: MC Page Reference: 170 Skill: Applied 19) Lists prepared from government, census, telephone, warranty, and other publication information are referred to as a. compiled lists.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. response lists. c. circulation lists. d. house lists. e. merged lists.

Answer: a Diff: 3 Type: MC Page Reference: 170 Skill: Recall 20) Chatelaine makes their subscription lists available to companies wanting to reach readers with direct mail campaigns. This type of list is a(n) a. response list. b. circulation list. c. broker list. d. compiled list. e. in-house list.

Answer: b Diff: 3 Type: MC Page Reference: 170 Skill: Applied 21) The Canadian Medical Association provides lists of their physicians to direct marketers. When a company purchases this for a direct mail campaign, they are purchasing a(n) a. circulation list. b. compiled list. c. in-house list. d. broker list. e. internal list.

Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 170 Skill: Applied 22) Statistics Canada makes its some of its information database accessible through the Internet so anyone with proper communications facilities. This is known as a(n) a. house list. b. internal list. c. external database. d. online database. e. directory database.

Answer: d Diff: 3 Type: MC Page Reference: 172 Skill: Applied 23) If you wanted a quick picture of a company and its products (i.e. ownership, sales revenue, number of employees) you could go to a a. compiled list. b. list broker. c. circulation database. d. directory database. e. response list.

Answer: d Diff: 2 Type: MC Page Reference: 172 Skill: Recall 24) Which of the following is NOT a benefit of direct mail? a. Direct mail offers the opportunity to target customers demographically. b. Direct mail is the least expensive form of direct response advertising. c. Direct mail offers the opportunity to target customers geographically.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. Direct mail provides an opportunity to "tell a story". e. Direct mail is not restricted by time.

Answer: b Diff: 3 Type: MC Page Reference: 172 Skill: Recall 25) MAC's goal of this component of a direct mailing is to get the recipient to read the contents that show the colours for next season's line of make-up. What component is it? a. letter b. leaflet c. folder d. order form e. envelope Answer: e Diff: 2 Type: MC Page Reference: 172 Skill: Applied 26) If David opened up a piece of mail addressed to him, which of the following items if present, would NOT reflect a typical direct mailing? a. statement stuffer b. marketing survey c. envelope d. postage paid return envelope e. letter Answer: b Diff: 3 Type: MC Page Reference: 172-73 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

27) A free gift or offer included in a direct mail package is also called a(n) a. incentive. b. folder. c. statement stuffer. d. bounce back. e. order form.

Answer: a Diff: 2 Type: MC Page Reference: 173 Skill: Recall 28) When some companies send out a direct mailing, they include a free gift or a(n) __________ to encourage the buyer to take action. a. statement stuffer b. incentive c. bounce back d. order form e. postage-paid envelope Answer: b Diff: 2 Type: MC Page Reference: 173 Skill: Applied 29) MasterCard likes to include statement stuffers with their billings; also often called a. sales letters. b. flyers. c. bounce backs. d. reply cards. e. folders.

Answer: c

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 173 Skill: Applied 30) Cooperative direct mail refers to the type of direct mail that a. includes a catalogue. b. contains special offers from non-competing products. c. is a unique offer mailed directly to a target audience. d. contains bounce backs. e. is commonly employed in business-to-business communication.

Answer: b Diff: 2 Type: MC Page Reference: 175 Skill: Recall 31) A unique advertising offer mailed directly to a target audience by a marketing organization is called a. solo direct mail. b. selective direct mail. c. targeted direct mail. d. cooperative direct mail. e. both A and B are correct Answer: e Diff: 3 Type: MC Page Reference: 174 Skill: Recall 32) Why would someone select cooperative direct mail over solo direct mail? a. It is less costly. b. It is commonly employed in business-to-business communication. c. It consists of specialized offers sent directly to prospects.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. It is more expensive. e. It has a higher response rate.

Answer: a Diff: 2 Type: MC Page Reference: 175 Skill: Applied 33) A cable television provider sent out a mailer that opened into a three-dimensional replica of a remote control for its new high definition personal video recorder. This is an example of a. fun mail. b. dimensional mail. c. a leaflet. d. a folder. e. a bounce back.

Answer: b Diff: 2 Type: MC Page Reference: 174 Skill: Applied 34) Herbal Essence Shampoo often inserts coupons in bundles with offers from other unrelated companies such as Kodak and Kellogg's. This is an example of a. solo direct mail. b. a statement stuffer. c. cooperative direct mail. d. selective direct mail. e. a group mailing.

Answer: c Diff: 3 Type: MC Page Reference: 175 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

35) Which of the following is NOT a form of direct response television? a. a 30-second commercial that sells something b. a home shopping network c. an infomercial d. a 60-second commercial that sells something e. a personal video recorders Answer: e Diff: 2 Type: MC Page Reference: 175 Skill: Applied 36) Mayim opens up her mail to find an envelope addressed to her that contains coupons for the local pizza place, a shampoo sample, and a deal for magazine subscriptions.

Mayim has opened up an example of __________ direct mail. a. cooperative b. statement stuffer c. selective d. dimensional e. differentiated Answer: a Diff: 3 Type: MC Page Reference: 175 Skill: Applied 37) Which of the following is NOT true of direct response television? a. Well-produced infomercials are being run by serious mainstream marketing organizations. b. Infomercials today are presented in a more entertaining and less "hard sell" manner. c. Consumers are more accepting of infomercials than they once were. d. Infomercials are more popular with advertisers than traditional television ads. e. Direct response television ads have improved in quality over recent years.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 3 Type: MC Page Reference: 176 Skill: Recall 38) Which of the following is NOT an advantage of direct mail as an advertising medium? a. creative flexibility b. audience selectivity c. image d. exclusivity e. measurability Answer: c Diff: 3 Type: MC Page Reference: 172 Skill: Recall 39) Which of the following is NOT an advantage of direct mail as an advertising medium? a. often perceived as junk mail b. image c. measurability d. cost per exposure e. lack of editorial support Answer: a Diff: 2 Type: MC Page Reference: 172 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

40) One of the challenges for marketers in utilizing informercials is that the airtime is expensive. If a company wants to save on airtime they will likely produce an informercial and take advantage of __________ when they can. a. direct mail b. telemarketing c. catalogues d. call centres e. remnant time Answer: e Diff: 2 Type: MC Page Reference: 178 Skill: Applied 41) Lauren found in her cooking magazine a small recipe book from Kraft that was glued to a page using a removable adhesive. Lauren actually found a a. free-standing insert. b. statement stuffer. c. tip-in. d. top- up. e. glued insert.

Answer: c Diff: 2 Type: MC Page Reference: 180 Skill: Applied 42) One of the characteristics of telemarketing is the fact that consumers find it a. user-friendly. b. unwelcome and intrusive. c. convenient. d. a part of customer service. e. misleading.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: MC Page Reference: 181 Skill: Applied 43) CIBC wanted a central operation from which to operate its inbound and outbound telemarketing programs. This meant they wanted to open a a. telemarketing office. b. telemarketing centre. c. call centre. d. central centre. e. main office.

Answer: c Diff: 2 Type: MC Page Reference: 181 Skill: Applied 44) __________ telemarketing refers to calls received by an order desk, a customer enquiry and calls generated from toll-free telephone numbers promoted on direct response television commercials. a. Customer-based b. Rebound c. Outbound d. Inbound e. Infomercial Answer: d Diff: 2 Type: MC Page Reference: 181 Skill: Recall 45) Outbound telemarketing refers to calls that a. are 1-800 calls.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. a company receives. c. are made by an agency. d. are generated by classified advertisements. e. a company makes to clients.

Answer: e Diff: 3 Type: MC Page Reference: 181 Skill: Recall 46) Xerox Canada often calls clients or potential clients to generate sales leads. This is an example of a. inbound telemarketing. b. a call center. c. cataloguing. d. prospecting. e. outbound telemarketing.

Answer: e Diff: 2 Type: MC Page Reference: 181 Skill: Applied 47) The primary advantage of telemarketing is a. cost. b. exclusivity. c. flexibility. d. intrusiveness. e. image.

Answer: a Diff: 2 Type: MC Page Reference: 182

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 48) The largest catalogue distributor in Canada is a. Sears. b. Canadian Tire. c. Toys "R" Us. d. L.L. Bean. e. Lands' End. Answer: a Diff: 2 Type: MC Page Reference: 183 Skill: Recall 49) The primary advantage of telemarketing is a. cost. b. fundraising. c. sales support. d. fulfillment. e. personal selling.

Answer: a Diff: 2 Type: MC Page Reference: 182 Skill: Recall 50) The Harry Rosen offers its magazine Harry to its current and prospective customers online to keep them informed about fashion, health and lifestyle trends, and stories of interest. They are using this form of direct mail. a. Internet b. catalogue c. bounce back d. DRTV e. dimensional mail

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 2 Type: MC Page Reference: 183 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) List the traditional forms of direct response communications.

Answer: Direct mail, direct response TV, direct response magazines, direct response newspapers, telemarketing, and catalogues.

Diff: 3 Type: ES Page Reference: 166-169 Skill: Recall 2) Distinguish between direct marketing and direct response advertising.

Answer: In direct marketing, products are developed, messages about the products are sent directly to consumers through a variety of media, orders are accepted, and then distributed directly to customers. In true direct marketing, all wholesale and retail intermediaries are eliminated. Direct response advertising is advertising placed in any medium that generates an immediate and measurable response from the intended target market. Direct response advertising could be a component of direct marketing.

Diff: 3 Type: ES Page Reference: 165 Skill: Recall 3) What are the benefits of data mining?

Answer: Provides a means of profiling the "best" customers and the "worst" customers, and provides a means to predict future sales.

Diff: 2 Type: ES Page Reference: 169 Skill: Recall 4) Name and give examples of the three types of lists available to marketers.

Answer: .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Response lists (lists of direct mail buyers), circulation lists (publication's subscription), and compiled lists (government, census, telephone, etc.).

Examples will vary.

Diff: 3 Type: ES Page Reference: 170 Skill: Applied 5) Describe the merge/purge process as it relates to direct mail.

Answer: It is a process on a computer, whereby numerous mailing lists are purchased, combined, and then stripped of duplicate names.

Diff: 3 Type: ES Page Reference: 170 Skill: Recall 6) What is an online database? Give an example of an online database.

Answer: It is an information database accessible online to anyone with proper communications facilities. An example is census data from Statistics Canada.

Diff: 3 Type: ES Page Reference: 172 Skill: Applied 7) Explain the benefits of direct mail over other forms of direct response advertising.

Answer: Direct mail has the ability to personalize the message, target customers demographically and geographically, provide an opportunity to "tell a story," and the advertiser is not restricted by time.

Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 172 Skill: Recall 8) Describe the components of the typical direct mailing. Give examples.

Answer: Envelope (encloses other items), letter (introduces the information to the prospective customer), leaflet (one-page flyer) and folder (larger in size and contains multiple pages), order form, postage-paid return envelope, and statement stuffer (additional offer included with monthly statements).

Diff: 3 Type: ES Page Reference: 172-173 Skill: Applied 9) What is the difference between selective direct mail and cooperative direct mail? Why use one over the other?

Answer: Selective direct mail is a unique advertising offer mailed directly to a target audience by a marketing organization. Cooperative direct mail is a mailing containing specific offers from non-competing products. Cooperative direct mail is sometimes selected because it helps lower the cost of distribution by sharing it amongst other marketing organizations.

Diff: 3 Type: ES Page Reference: 174-175 Skill: Applied 10) With the volume of direct mail that is sent to Canadian households, what can one do to break through the clutter so it is not seen as junk mail?

Answer: Getting the potential customer to open the mail is the first step. Ensuring that the name is correct, the envelope appealing, and once inside the contents are clean and engaging with a clear message and means to respond is provided, will help. Breaking through the clutter may also mean utilizing a folder or a dimensional piece to appeal to people's curiosity and search for entertainment value.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: ES Page Reference: 172-173 Skill: Applied 11) List and explain the forms of direct response television.

Answer: There are two types of direct response television advertising (DRTV). One is short-form DRTV, a 30- to 60-second commercial that typically runs on cable channels. The second is long-form DRTV, a program-like commercial commonly referred to as an infomercial that lasts 30 or 60 minutes. It presents in detail the benefits of a product or service, can include celebrities, and is well scripted.

Diff: 2 Type: ES Page Reference: 175-176 Skill: Recall 12) Explain why marketers continue to use telemarketing as part of their communications program when outbound calls usually need to occur during the worst times, like suppertime?

Answer: Telemarketing works well in conjunction with direct response television, mail, and print campaigns because it gives the potential customer a way of responding. This is for inbound calls. Outbound calls are a bit different in that they are an intrusion for the potential customer. One cannot ignore that the response rates are 100 times higher than that of direct mail alone and much more cost effective than personal selling.

Diff: 2 Type: ES Page Reference: 181-182 Skill: Applied 13) Explain the difference between inbound telemarketing and outbound telemarketing.

Answer: Inbound telemarketing refers to calls received by an order desk, a customer inquiry and call generated from toll-free numbers. Outbound telemarketing refers to calls made by a company to customers to develop accounts, generate leads or close a sale.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: ES Page Reference: 181 Skill: Recall 14) Discuss five of the roles that telemarketing performs, citing examples of each to illustrate your answer.

Answer: The five examples are: Fundraising, Sales Support (generating and qualifying leads, securing appointments and marketing research), Personal Selling, Fulfillment, and Customer Service (inquiries, complaints and help lines).

Examples will vary.

Diff: 2 Type: ES Page Reference: 182 Skill: Applied 15) Use examples to explain why some retailers are utilizing catalogues as part of their marketing programs.

Answer: Prominent retailers such as Sears, IKEA and MEC use catalogues as a means of driving traffic to their both their online, and brick and mortar locations. The catalogues generate interest and make it easy for potential customers to become engaged with the products offered. Where they end up purchasing the products then is simply a matter of location and preference.

Diff: 2 Type: ES Page Reference: 183-184 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) As an advertising medium, direct mail ranks ahead of magazines and radio in Canada. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 164 Skill: Recall 2) Direct mail is the second most common way of delivering messages directly to consumers. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 164 Skill: Recall 3) One of the reasons that direct response communications is increasing is that executives want managers to be more accountable for the expenditures they oversee. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 165 Skill: Recall 4) Marketers like using direct response advertising because it is a form of mass media that is capable of making a sale. a. True b. False Answer: a Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 165 Skill: Applied 5) Online communications is a form of direct response communication. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 166 Skill: Recall 6) The best list to use for direct mail is a list purchased from an outside source. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 167 Skill: Applied 7) Walmart can use data mining to customize each store's offerings to better fit the local markets. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 169 Skill: Applied 8) Fraser's Canadian Trade Index is an example of a circulation list. a. True b. False Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 170 Skill: Applied 9) Surprisingly, one of the smallest suppliers of external data about households in Canada is Canada Post. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 170 Skill: Recall 10) A postage-paid return envelope is another means of encouraging the recipient of a direct mail piece to take action. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 173 Skill: Applied 11) According to Canada Post, most Canadians open direct mail if their name is on it. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 174 Skill: Recall 12) American Express sent out a book of fake traveller's cheques to show how easy they are to use when one travels. This is an example of dimensional mail. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 3 Type: TF Page Reference: 174 Skill: Applied 13) If a company wanted to get a high response rate out of a coupon, it would be better to make it available in a magazine over a direct mail piece. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 175 Skill: Applied 14) Because of the poor image connected to infomercials, it will be years before Canadians see mainstream marketing organizations use them as part of their promotional campaigns. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 176 Skill: Recall 15) Remnant time is the only time available on television with which to air infomercials. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 178 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) Direct response commercials are not a good media tool if your objective is to create awareness. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 178 Skill: Applied 17) The primary advantage of telemarketing is cost. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 185 Skill: Recall 18) Despite the fact that telemarketers seem to call at the worst times, it is growing in popularity with marketers. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 181 Skill: Recall 19) Telemarketing helps support other forms of direct response communication because it provides a means for customers and potential customers to respond to the other method. a. True b. False Answer: a Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 181 Skill: Recall 20) Mazda produces a magazine called Zoom Zoom to anyone who is interested. This is a form of direct response communications. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 184 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Discuss the challenges facing marketers today given that the Internet is now clearly a mass reach medium.

Answer: The challenge is two-fold. First, they must devise a plan that effectively integrates online advertising into the marketing communications mix. This means needing to understand the target market's digital media behaviours and preferences. Second, they must determine how much to invest. The hard part here is where is the money going to be coming from? Is it additional funds that need to be resourced or will it take away from other media options.

Diff: 3 Type: ES Page Reference: 190 Skill: Applied 2) Discuss the various roles (objectives) that online advertising can play as a part of the integrated marketing communications mix.

Answer: Database management, creating awareness, branding and image building, offering incentives, generating leads, providing customer service, and conducting transactions.

Diff: 3 Type: ES Page Reference: 195-197 Skill: Recall 3) Assess the various advertising alternatives that are available online. For each, describe the strategy, including limitations, and give an example.

Answer: Search advertising (ad placed with search results to better position that company as one to select), banner advertising (stretches across the webpage like an outdoor banner but has a low click rate), rich media ads (break through the clutter and offer engagement), video advertising (similar to TV advertising), sponsorship (with what is important to the target market to benefit from the association), company/brand websites, webisodes (engaging and interactive ‒ generates stickiness) and email advertising (establish and maintain relationships). Examples will vary.

Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 200-205 Skill: Applied 4) What are the key benefits of social media marketing communications?

Answer: From a targeting perspective, all age groups are engaged with social networks. Given the media consumption behaviour of people under the age of 35, social media is an essential medium to include. Word-of-mouth and engagement with a brand are strong benefits.

Diff: 2 Type: ES Page Reference: 214 Skill: Recall 5) Discuss the options available for mobile marketing communication opportunities.

Answer: Advertising on mobile devices is similar to Internet advertising only the ads are smaller.

Some of the options are text messaging, banner ads, and video. Targeting is a key element of mobile communications. Marketers can reach targets wherever they are at any time.

Diff: 2 Type: ES Page Reference: 216 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is a. 66%. b. 50%. c. 43%. d. 86%. e. 88%.

Answer: d Diff: 3 Type: MC Page Reference: 188 Skill: Recall 2) On average Canadians spend about ________ hours per day browsing the Internet. a. 10 b. 6 c. 3 d. 2 e. 5 Answer: e Diff: 2 Type: MC Page Reference: 188 Skill: Recall 3) The amount of time spent online does vary by age category. What age category is leading in Internet consumption? a. households with children under 5 years of age b. households with adults 35-54 c. households with adults 55+ d. younger and older audiences e. households with children over 18-24 years of age Answer: e

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 189 Skill: Recall 4) Presently, four industries account for about half of the Internet advertising revenue.

Which four are they? a. entertainment, media, social media, TV media, food industry b. hospitality, business, gardening, household industries c. internet, social media, blogs, Facebook d. hockey, skiing, basketball, football industries. e. consumer packaged goods, automotive, retail, financial Answer: e Diff: 3 Type: MC Page Reference: 189 Skill: Applied 5) Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer. a. demographics b. usage patterns c. gender bias d. age e. geographics Answer: a Diff: 3 Type: MC Page Reference: 192 Skill: Applied 6) __________ is a means of delivering online ads based on a consumer's previous surfing patterns. a. Behavioural targeting

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. Mass customization c. Target marketing d. Online advertising e. A cookie Answer: a Diff: 2 Type: MC Page Reference: 193 Skill: Recall 7) A small text file uploaded to a consumer's web browser and sometimes stored on their hard drive is called a. a bit file. b. a jpg file. c. mass customization. d. a cookie. e. behavioural targeting.

Answer: d Diff: 3 Type: MC Page Reference: 194 Skill: Recall 8) If a company wanted to track a user's browsing patterns they would use an electronic identification tag sent from a web server to a user's browser. This means the company is utilizing a. a biscuit. b. a cookie. c. spyware. d. a portal. e. an interstitial.

Answer: b Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 194 Skill: Applied 9) The development, manufacture, and marketing of unique products to unique customers is called a. segmentation. b. target marketing. c. niche marketing. d. unique customization. e. mass customization.

Answer: e Diff: 2 Type: MC Page Reference: 194 Skill: Recall 10) Online advertising can only be communicated through a. video games. b. websites. c. tablets. d. cell phones. e. All of the above can support online advertising.

Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Applied 11) Which of the following is a role performed by online advertising? a. improving customer service b. providing a means to make a purchase c. building brand image d. creating brand awareness

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. All of the above are roles performed by online advertising.

Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Recall 12) Websites such as Yahoo! feature news, search capabilities and links to other services.

Yahoo! is an example of a(n) a. index page. b. portway. c. main page. d. home page. e. portal.

Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Applied 13) A website that serves as a gateway to a variety of services such as searching, news, directories, and links to other pages is also known as a(n) a. index page. b. home page. c. main page. d. portway. e. portal.

Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Recall 14) Which of the following is NOT a form of display advertising?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. banner ads b. video ads c. rectangle ads d. big box ads e. skyscraper ads Answer: b Diff: 2 Type: MC Page Reference: 200 Skill: Applied 15) Ad requests that were successfully sent to a visitor are known as a. clickthroughs. b. hits. c. visits. d. clicks. e. impressions.

Answer: e Diff: 2 Type: MC Page Reference: 199 Skill: Recall 16) An ad request that was successfully sent to a visitor is known as an impression or a(n) a. hit. b. clickthrough. c. visit. d. click. e. ad view.

Answer: e Diff: 2 Type: MC Page Reference: 199

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 17) The number of times users click on an ad banner is referred to as a. hits. b. visits. c. impressions. d. clicks. e. downloads.

Answer: d Diff: 3 Type: MC Page Reference: 199 Skill: Recall 18) If a company wanted to see if an online ad of theirs was engaging, they could check the percentage of ad views that resulted in a click. This is referred to as a. interstitial. b. a clickthrough rate. c. visitors. d. impressions. e. cookies.

Answer: b Diff: 3 Type: MC Page Reference: 199 Skill: Applied 19) This measure indicates the success of an advertiser in attracting visitors to click on its ad. a. hits b. interstitial c. visitors d. impressions e. clickthrough rate

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 199 Skill: Recall 20) During 1 million ad views, there are 20 000 clicks. The clickthrough rate is a. 0.025%. b. 2%. c. 10%. d. 0.25%. e. 25%.

Answer: b Diff: 3 Type: MC Page Reference: 199 Skill: Applied 21) During 2 million ad views, there are 100 000 clicks. The clickthrough rate is a. 5%. b. 50%. c. 0.05%. d. 5.5%. e. 0.5%.

Answer: a Diff: 3 Type: MC Page Reference: 199 Skill: Applied 22) A site where the visitors stay for an extended period of time is referred to as a a. helpful site. b. sticky site.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. slow site. d. portal. e. long site.

Answer: b Diff: 3 Type: MC Page Reference: 200 Skill: Recall 23) __________ advertising occurs when an advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on this listing, a. Search b. Pay-per-click c. Interstitial d. Sticky e. Both A and B are correct.

Answer: e Diff: 2 Type: MC Page Reference: 200 Skill: Recall 24) This banner format is oblong and vertical in shape. a. interstitial b. superstitial c. rectangle d. button e. skyscraper Answer: e Diff: 2 Type: MC Page Reference: 200

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 25) Which of the following is NOT one of the standard online ad sizes established by the Interactive Advertising Bureau? a. skyscraper b. rectangle c. super banner d. button e. big box Answer: d Diff: 2 Type: MC Page Reference: 200 Skill: Recall 26) Banner ads that include animation, sound, video, and interactivity are called a. rich media. b. rectangles. c. animation. d. buttons. e. interstitials.

Answer: a Diff: 2 Type: MC Page Reference: 201 Skill: Recall 27) According to recent research, the ads that have the most impact on brand awareness and message association are a. buttons. b. large rectangles. c. skyscrapers. d. banners. e. leaderboards.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: MC Page Reference: 200 Skill: Recall 28) If an advertiser wanted to investigate some outside-the-banner options, they would look at a a. wallpaper ad. b. floating ad. c. window ad. d. Both B and C are correct. e. A, B and C are correct.

Answer: e Diff: 3 Type: MC Page Reference: 201 Skill: Applied 29) Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to a. offer brand awareness ads. b. insert pop-ups. c. use TV-style ads. d. offer brand engagement ads. e. edit existing commercial to fit online.

Answer: c Diff: 3 Type: MC Page Reference: 203 Skill: Applied 30) Streaming media refers to

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. the continuous delivery of small, compressed packets of data. b. the greater use of interaction to engage the user. c. ads that pop onto the screen and interrupt users. d. extended relationships with other sites. e. the inclusion of audio and full motion video.

Answer: a Diff: 3 Type: MC Page Reference: 203 Skill: Recall 31) If Sprite commits to advertise for an extended period on the official NBA website this would be known as a a. skyscraper. b. permission based e-mail. c. superstitial. d. sponsorship. e. banner ad.

Answer: d Diff: 3 Type: MC Page Reference: 203 Skill: Applied 32) When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of a. testimonial. b. banner ads. c. superstitials. d. endorsement. e. sponsorship.

Answer: e Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 203-204 Skill: Applied 33) In this online advertising application, users choose to receive messages from particular advertisers. a. spam b. permission-based email c. banners d. sponsored email e. sponsorship Answer: b Diff: 2 Type: MC Page Reference: 204 Skill: Recall 34) Names and email addresses compiled by one company and sold to another is referred to as a a. compiled list. b. viral list. c. first-party list. d. response list. e. third-party list.

Answer: e Diff: 3 Type: MC Page Reference: 205 Skill: Recall 35) A list of people who have specifically agreed to receive email from an organization is called a a. first-party list. b. third-party list.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. response list. d. forwarded list. e. compiled list.

Answer: a Diff: 3 Type: MC Page Reference: 205 Skill: Recall 36) Sue received an email from a company asking her to enter an online contest. Her chances of winning would be increased if she forwarded the email to three people. This is an example of a. spamming. b. viral marketing. c. forwarding. d. direct mail. e. virtual marketing.

Answer: b Diff: 3 Type: MC Page Reference: 214 Skill: Applied 37) If a not-for-profit organization were to develop online marketing that encourages the receiver of the message to pass it along to others in order to generate additional exposure is called a. direct mail. b. virtual marketing. c. forwarding. d. spamming. e. viral marketing.

Answer: e Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 214 Skill: Applied 38) What is the fasted growing advertising alternative online in general and in social media in particular? a. viral marketing b. interactive marketing c. video ads d. a web movie e. podcasting Answer: c Diff: 3 Type: MC Page Reference: 213 Skill: Recall 39) Marketers can create their own page on Facebook that users choose to join. What is the most important reason for doing this? a. to show consumer frustration b. likes c. contests d. offering incentives e. engaging consumers Answer: e Diff: 3 Type: MC Page Reference: 213 Skill: Applied 40) A company like Procter & Gamble that carry multiple brands, takes advantage of __________ to allow for each brand to stand on its own. a. links b. separate pages c. microsites

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. a search engine e. interstitials Answer: c Diff: 3 Type: MC Page Reference: 208-209 Skill: Applied 41) Which of the following is a disadvantage of online marketing communications? a. interactivity b. transactions c. timing d. targeting capability e. None of the above is a disadvantage.

Answer: e Diff: 3 Type: MC Page Reference: 208 Skill: Applied 42) One of the latest tools used by marketers to reach the youth market is a. viral marketing. b. text messaging. c. email marketing d. online advertising. e. interstitial advertising.

Answer: b Diff: 3 Type: MC Page Reference: 216 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

43) A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of a. permission-based email. b. sponsored email. c. microsite usage. d. location-based targeting. e. video messaging.

Answer: d Diff: 3 Type: MC Page Reference: 216 Skill: Applied 44) The sweet spot for mobile users is the ____________ category. a. 15- to 29-year-old b. working mom c. tween d. 18- to 34-year-old male e. There is no "sweet spot."

Answer: a Diff: 3 Type: MC Page Reference: 218 Skill: Applied 45) Which of the following is an advantage of using QR codes? a. They are environmentally friendly. b. It can link to a phone a consumer to a website or a phone number. c. Additional information can be communicated in a cost-efficient manner. d. Customers can be instantly engaged with the brand. e. All of the above are correct.

Answer: e Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 219 Skill: Applied 46) Pepsi-cola has been known to integrate its brand into video games played online or on mobile devices, or in games purchased directly by consumers. This is an example of a. advergaming. b. video messaging. c. rich media. d. gaming interstitials. e. comprehensive messaging.

Answer: a Diff: 2 Type: MC Page Reference: 222 Skill: Applied 47) When Harley-Davidson invites the public to participate in the marketing of its brands, it is employing a technique referred to as a. human media networking. b. social networking. c. brand democratization. d. crowdsourcing. e. advergaming.

Answer: d Diff: 3 Type: MC Page Reference: 211 Skill: Applied 48) Marketers can create their own page on Facebook that users choose to join. This is known as a a. fan page. b. brand page.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. blog. d. sponsorship. e. Both A and B are correct.

Answer: e Diff: 3 Type: MC Page Reference: 213 Skill: Recall 49) If an organization wanted to provide an opportunity for individuals to be part of a discussion online, they could set up a a. blog. b. FAQ page. c. YouTube channel. d. 1-800 number. e. portal.

Answer: a Diff: 3 Type: MC Page Reference: 213 Skill: Applied 50) Which of the following is NOT a benefit of social media marketing communications? a. willingness for consumers to engage with brands b. impact of word-of-mouth c. breadth of targeting d. absence of sound metrics e. access to millenials Answer: d Diff: 3 Type: MC Page Reference: 214 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) What is Internet penetration and how does it affect marketing interactive communication?

Answer: Canada has one of the highest levels of Internet penetration and broadband access.

Consumer participation on the Internet reveals that 86% of Canadians are Internet users.

The amount of time Canadians spend online is a factor considered by media planners.

More time online equals a greater opportunity to reach a target audience. The average time individual Canadians are online is close to 5 hours a day. Mobile devise users are connected for an average of just under 2 hours a day.

Marketers can now utilize these new channels to attract users, especially young Canadians. Mobile devices enable marketers to reach consumers anywhere and anytime, which is a significant advantage over any other medium.

Diff: 2 Type: ES Page Reference: 188-189 Skill: Recall 2) What is mass customization? Give an example of mass customization.

Answer: Mass customization refers to the capability of personalizing messages, and ultimately products, to a target audience of one—the ultimate form of targeting! It is how the consumer would like a product delivered to their front door.

Examples will vary.

Diff: 2 Type: ES Page Reference: 194 Skill: Applied 3) Define online and interactive communications.

Answer: Online advertising performs similar roles as traditional media advertising. It can help create brand awareness, build or enhance brand image, generate sales leads, provide a means to make a purchase, improve customer service and communications between customers and the company, and acquire meaningful data about potential customers.

Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 195 Skill: Applied 4) What is clickthrough rate?

Answer: It is the ratio of click to impression. It is calculated by dividing the total of clicks by the total number of impressions. For example, if during 1 million impressions, there are 20,000 clicks on the banner, the clickthrough rate is 2%. A high click rate indicates the banner ad was effective in its purpose.

Diff: 1 Type: ES Page Reference: 199 Skill: Recall 5) What is stickiness?

Answer: Stickiness refers to the notion that the website has a compelling reason for users to stay for a longer visit or to come back frequently for more information. Offering relevant and interesting content is a key factor in getting visitors to return to a website.

Diff: 1 Type: ES Page Reference: 200 Skill: Recall 6) List and describe four standard banner sizes established by the Interactive Advertising Bureau.

Answer: Display advertising includes banner ads in a variety of sizes. Advertisers place banner ads on websites of interest to the target audience (user target content). A banner ad appears similar to an ad on an outdoor board or even a print ad with a limited amount of copy. Not much copy can be included in a banner. The combination of brand name, short message, and visual must convince the user to click on the ad, which links to another website. The first is a rectangle ad (large ad, slightly wider than tall). It offers more depth than a standard-sized banner. The second is a big box ad, (offers greater width and depth to an ad). The third is a leaderboard or super banner ad (stretches

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

across the webpage) and the fourth is a skyscraper ad (tall, slim, oblong-shaped ad at the side of a webpage).

Diff: 2 Type: ES Page Reference: 200-201 Skill: Recall 7) Explain what is meant by sponsorship as it relates to online advertising, using an example to illustrate.

Answer: An online sponsorship is a commitment to advertise on a third party website for an extended period. Advertisers are attracted to sponsorships on the basis of web content. If the content of a site is particularly interesting to an advertiser’s target market, visitors are apt to visit the site frequently. Investors in the stock market frequently visit BNN.ca, which broadcasts business new online, and sports junkies frequently visit TSN.ca.

Brands that are closely linked to the content of these networks pursue sponsorships.

Diff: 2 Type: ES Page Reference: 203-204 Skill: Applied 8) What is one of the most promising applications in online marketing?

Answer: One of the most promising applications in online marketing is permission-based email. It is sent to recipients who agree to receive information in that form. Potential customers must actively subscribe to the email service. This form of advertising is relatively inexpensive, response rates are high and easy to measure, and it is targeted at people who want information about certain goods and services.

Diff: 3 Type: ES Page Reference: 204-205 Skill: Applied 9) What are the two types of opt-in lists used with email advertising?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: The first is a first-party list ‒ people who have specifically agreed to receive email from an organization. The second is a third-party list ‒ names and addresses compiled by one company and sold to another.

Diff: 2 Type: ES Page Reference: 205 Skill: Recall 10) What are the advantages and disadvantages of online marketing communications?

Answer: Advantages: Targeting Capability – Advertiser reaches individuals based on browsing behaviour and preferences.

Broad and Flexible Reach – The online audience continues to grow in size; since ads can be bought by the impression, you can buy as much or as little of the audience as you desire.

Timing – Messages can be delivered 24 hours a day, 7 days a week.

Interactivity – Messages encourage consumer to interact with brands while online (performing a task, playing a game, and so on).

Tracking and Measurement – Detailed information about who saw an ad, in what context, and how many times is available immediately.

Disadvantages: Low Click Rates – Average click rates of only 1% are common, which significantly reduces the number of visitors to a website (the intended action).

Advertising Overload – Too much advertising clutter on a webpage reduces the potential impact of any ad appearing on the page.

Consumer Frustration – The barrage of unexpected banner ads frustrates consumer; advertisers must deal with their wrath.

Too Measurable – A marketer can be overburdened with the amount of data available from an online advertising campaign.

Diff: 3 Type: ES Page Reference: 208

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 11) What are the key benefits of social media marketing? Illustrate by using a brand.

Answer: Word of mouth and engagement.

Examples will vary.

Diff: 2 Type: ES Page Reference: 21 Skill: Applied 12) What are the benefits to a marketer of a QR code?

Answer: A quick response – QR code – is a two-dimensional barcode that can be scanned and read by smartphones. It is made up of small squares in black and white patterns. The code allows for sharing of text and data. The benefit is it is linked to a website, a phone number, or perhaps a YouTube video that offers more information and a call to action.

Diff: 3 Type: ES Page Reference: 219-220 Skill: Recall 13) Describe advergaming. Illustrate examples of its different forms.

Answer: Advergaming is the integration of brands into video games, which are played online or on mobile devices, or purchased directly from consumers. They are structured around a specific brand and act as de-facto ads in themselves. A branded message is blended with a fun, interactive gaming experience.

Examples will vary.

Diff: 3 Type: ES Page Reference: 222 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

14) What is text messaging and why is it so popular?

Answer: Refers to the transmission of text-only messages. The popularity of so-called smartphones has allowed text messaging to emerge as a popular communication tool.

Canadians send 270 million messages a day. Speed, portability, and cost are key.

Younger target markets are the main targets and marketers are experimenting with this market and looking for a call to action.

Diff: 2 Type: ES Page Reference: 216 Skill: Recall 15) Describe the options available to marketers for mobile applications. Provide an example for each.

Answer: There are several applications that encourage in-application advertising. An advertiser can have a full-screen video ad or select from less intrusive forms of advertising. Users can utilize webcasting on their own websites or via a YouTube channel. Various methods of making consumers aware of the webcast can be utilized: a first-party list (people who have specifically agreed to receive email from an organization); a third-party list (names and addresses compiled by one company and sold to another.) Many users object to receiving this unsolicited type of message. Some see them as being overly intrusive and annoying. Location-based targeting, text messaging, video messaging, apps, QR codes, and advergaming.

Examples will vary.

Additional information is communicated to a customer in a cost-efficient manner; when customers snap the picture, they are instantly engaged with the brand; and the codes are environmentally friendly. Advergaming is the integration of brands into video games, which are played online or on mobile devices, or purchased directly from consumers.

Crowdsourcing, fan pages, and mobile media engagements. Options are display advertising, fan pages, referrals from a friend network, company blogs, and YouTube channels.

Examples will vary.

Apps are endless. Google has 1,500,000 and Apple had 1,400,000. There is also Twitter, Facebook, Instagram.

Examples will vary.

Diff: 3 Type: ES

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 218 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) More is spent on advertising on the Internet in Canada than any other medium. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 188 Skill: Recall 2) Recent studies show that lower-income Canadians are amongst the highest users of the internet. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 189 Skill: Recall 3) One of the major reasons that online advertising is growing is the fact that over 86% of Canadian households have access to the Internet. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 188 Skill: Applied 4) The Internet has now passed television in terms of time spent with media on a weekly basis in Canada. a. True b. False Answer: b Diff: 2 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 189 Skill: Recall 5) The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 194 Skill: Applied 6) If during 100 000 views of an online ad there are 10 000 ad clicks, the clickthrough rate is 1%. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 199 Skill: Applied 7) If Toyota wanted to track the browsing patterns of visitors to their website, they could utilize a cookie. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 194 Skill: Applied 8) The Internet is a medium that allows for behavioural targeting, while most other mediums do not. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 3 Type: TF Page Reference: 193 Skill: Recall 9) One of the key roles that interactive communications can play is to build brand awareness. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 195 Skill: Recall 10) The number of times users click on a banner (clicking transfers the users to another website) is called ad views or impressions. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 199 Skill: Recall 11) Google offers a service called AdWords which is their form of perceive search advertising (or pay-per-click advertising). a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 200 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

12) An expandable banner is a form of rich media. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 201 Skill: Recall 13) When a company or a brand commits to advertise for an extended period on a thirdparty website, it is known as online sponsorship. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 203 Skill: Recall 14) With permission-based email, the email includes a short message from a sponsor along with a link to the sponsor's website. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 204 Skill: Applied 15) One of the key advantages of email advertising is that "bad news travels fast." a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 205

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 16) Viral marketing is a strategy that encourages individuals to pass along information to others. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 214 Skill: Recall 17) Marketers interested in reaching the youth market are looking at text messaging seriously. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 216 Skill: Applied 18) One of the advantages of video game advertising to the marketer is that video games are growing in popularity across genders. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 220 Skill: Recall 19) Integrating a brand into games helps achieve brand awareness. a. True b. False Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: TF Page Reference: 220 Skill: Recall 20) QR codes have allowed consumers to establish passwords on social media sites. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 219 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) You are responsible for the launch of a new flavour of toothpaste. Devise sales promotion objectives and develop a sales promotion strategy.

Answer: The consumer promotion objective would be trial. The trade promotion objective would be new listings and merchandising support. Students could recommend a number of consumer or trade promotion executions to meet these objectives.

Diff: 3 Type: ES Page Reference: 229-230 Skill: Applied 2) What are some of the differences between the roles of advertising and sales promotions? Use an example to illustrate your point.

Answer: To demonstrate the difference between the roles of advertising and sales promotions, consider a recent campaign by Deeley Harley-Davidson in Canada. Harley’s “Live the Dream” campaign combined the renowned Harley mystique with a more friendly tone to attract newcomers to the brand. The theme of the television advertising captured a young boy’s love of his bicycle and drew parallels to the feelings of riding a Harley motorcycle.

Harley also used advertising to connect with the individuality and rebel in everyone. The promotion side of the campaign included a dedicated website that offered a chance to win a made-to-measure Harley. The contest encouraged consumer engagement with the brand, because sharing information with friends via Facebook, Twitter, or email increased a person’s chances of winning the motorcycle.

Sales promotions are activities that complement advertising. When you consider the primary goals of advertising—awareness, comprehension, conviction, and action—the primary goal of sales promotion is to focus on one specific area—action. A well-planned promotional offer that coincides with an image-building advertising campaign—as in the case of the Harley-Davidson example or Tim Hortons’ annual spring “Roll up the Rim” contest—could be just the incentive needed to get the customer’s money out of that wallet or purse. Such a relationship suggests that integration of advertising strategies and promotional strategies is essential, and, on a larger scale, that their integration with online communications, events and sponsorships, and public relations is what promotes a brand or company with a sense of continuity.

Diff: 3 Type: ES Page Reference: 230 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

3) Discuss the steps in the sales promotion planning process.

Answer: Sales promotion planning involves a series of steps or decisions. After an assessment of the situation is made, specific objectives are established and the strategy is determined (appropriate offers or incentives are selected). Once the elements are executed (including logistics and fulfillment) the promotion needs to be measured and evaluated.

Diff: 3 Type: ES Page Reference: 232-233 Skill: Recall 4) Explain how sales promotion and traditional media work together. Cite an example to illustrate.

Answer: Sales promotion will only work if it receives the necessary media support. Media must create awareness for the promotion and give the consumer details on how to take advantage of the promotion. A variety of broadcast and print media can be used television is ideal for creating awareness of a promotion. Print advertising and in-store advertising can help communicate details of the promotion.

Diff: 3 Type: ES Page Reference: 236-237 Skill: Applied 5) Assess the various consumer promotion options available to marketers. For each consumer sales promotion option, discuss which sales promotion objectives they are best suited for and the strengths and limitations of that sales promotion tool.

Answer: Coupons ‒ are the dominant form of sales promotion. Coupons can encourage trial purchase and can encourage repeat purchases by current users.

Product sampling ‒ is powerful yet expensive. It is an effective strategy for encouraging trial purchase.

Contests ‒ are designed and implemented to create temporary excitement about a brand.

Successful contests have longevity. The success of a contest depends on the consumer's

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

perception of the value and number of prizes being awarded and on the odds of winning.

Also, prizes must match the image of the product and the lifestyle of the target market.

Rebates ‒ are incentives to encourage consumers to buy in greater volume during a promotion period. Rebates are best suited to products in the mature stage of the product life cycle. They are useful for encouraging multiple purchases.

Premium offers ‒ the goal of a premium is to provided added value to tempt consumers to buy. Premiums can increase the quantity of the brand purchased during the promotional period, the help retain current customers and build brand loyalty; they also provide a merchandising tool to encourage display activity.

Loyalty programs ‒ encourage long-term loyalty. In some cases, consumers perceive the "free" reward as a real incentive, but they don't realize they are paying for the privilege.

Since loyalty programs add costs, customers may eventually tire of paying more for the goods they buy.

Diff: 3 Type: ES Page Reference: 241-250 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Sales promotion can be defined as activities that provide special incentives to bring about a. some creative activity. b. more websites. c. more movement in the product life cycle. d. a greater competitor activity. e. immediate response from consumers, distributors, and an organization's sales force.

Answer: e Diff: 1 Type: MC Page Reference: 229 Skill: Recall 2) Consumer promotions refers to those activities that are designed to stimulate consumer purchase, trying to get product into the distribution method by using a a. sales strategy. b. integrated marketing strategy. c. pull strategy. d. push strategy. e. place strategy.

Answer: c Diff: 2 Type: MC Page Reference: 229 Skill: Recall 3) A reward program is an example of a(n) a. sponsorship. b. event. c. public relations. d. trade promotion. e. consumer promotion.

Answer: e

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 229 Skill: Applied 4) One of the common types of trade promotions activities is a. free merchandise. b. contests. c. samples. d. allowances. e. free radio advertising.

Answer: d Diff: 2 Type: MC Page Reference: 230 Skill: Applied 5) Point-of-purchase displays are examples of a. consumer promotions. b. advertising. c. trade promotions. d. sponsorships. e. pull promotions.

Answer: c Diff: 3 Type: MC Page Reference: 230 Skill: Applied 6) There are two basic types of promotion strategy: push and pull. In pull strategy, demand is created by a. directing efforts at salespeople. b. directing efforts at intermediaries. c. blitz media campaigns.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. lobbying government officials. e. directing efforts at consumers.

Answer: e Diff: 3 Type: MC Page Reference: 230 Skill: Applied 7) There are two basic types of promotion strategy: push and pull. In a push strategy, demand is created by a. directing efforts at salespeople. b. directing efforts at consumers. c. blitz media campaigns. d. lobbying government officials. e. directing efforts at intermediaries.

Answer: e Diff: 3 Type: MC Page Reference: 230 Skill: Applied 8) A sales promotion brief would NOT typically include a. integrated marketing communication objectives. b. target market profile. c. market profile. d. sales promotion objectives. e. competitor activity profile.

Answer: a Diff: 3 Type: MC Page Reference: 231-232 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

9) In the sales promotion planning process, after sales promotion objectives have been set, the next step is to a. logistics and fulfillment. b. devise sales promotion execution. c. devise a sales promotion strategy. d. measurement and evaluation. e. devise a marketing plan.

Answer: c Diff: 3 Type: MC Page Reference: 232 Skill: Recall 10) According to Nielsen, research shows the redemption rate for a coupon depends on the a. dollar amount of the coupon. b. type of product. c. method of delivery. d. perceived value of the offer in relation to the regular price. e. appeal of the artwork on the coupon.

Answer: d Diff: 3 Type: MC Page Reference: 243 Skill: Recall 11) An action plan for communicating incentives to appropriate target markets at the right time is called a(n) a. integrated marketing communications plan. b. strategic plan. c. marketing plan. d. sales promotion plan. e. incentive plan.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 1 Type: MC Page Reference: 233 Skill: Recall 12) The most common objective of consumer promotion is to a. obtain distribution. b. stimulate multiple purchases. c. encourage trial purchase. d. increase brand awareness. e. change a brand's position in the minds of consumers.

Answer: c Diff: 3 Type: MC Page Reference: 233 Skill: Recall 13) Which of the following is NOT a common consumer promotion objective? a. trial purchase b. brand awareness c. multiple purchases d. brand loyalty e. repeat purchase Answer: b Diff: 2 Type: MC Page Reference: 232 Skill: Recall 14) An agreement made by a wholesaler to distribute a manufacturer product to the retailer it supplies is called a a. listing. b. shelving.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. trade promotion plan. d. contract. e. distribution.

Answer: a Diff: 3 Type: MC Page Reference: 235 Skill: Applied 15) In the case of a new product, the first and most important trade promotion objective is to a. encourage brand loyalty. b. encourage trial. c. build sales volume. d. secure a listing. e. secure merchandising support.

Answer: d Diff: 3 Type: MC Page Reference: 235 Skill: Applied 16) Three common trade promotion objectives are to secure a listing with distributors, build sales volume, and a. encourage repeat purchase. b. encourage trial. c. build brand awareness. d. change consumer attitudes. e. secure merchandising support.

Answer: e Diff: 2 Type: MC Page Reference: 235

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 17) Three common trade promotion objectives are a. to secure a listing, gain product awareness, and secure merchandising support. b. to encourage trial, gain product awareness, and secure merchandising support. c. to secure a listing, build sales volume, and secure merchandising support. d. to secure a listing, encourage trial, and secure merchandising support. e. to encourage trial , build awareness, and stimulate repeat purchases.

Answer: c Diff: 3 Type: MC Page Reference: 235 Skill: Recall 18) Due to its high impact and reach, __________ is a medium that is often used in conjunction with sales promotion in order to create awareness and excitement. a. radio b. print c. the Internet d. television e. direct mail Answer: d Diff: 3 Type: MC Page Reference: 236 Skill: Applied 19) Which of the following questions would NOT fall under the logistics and fulfillment stage of sales promotion planning? a. How will media advertising be coordinated with the sales promotion? b. Who will draw the prizes? c. How will the prizes be delivered? d. What are the sales promotion objectives? e. Where will all the contest entries be sent?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 3 Type: MC Page Reference: 238 Skill: Applied 20) Which of the following measures could be used to evaluate the success of a sales promotion? a. response rate b. coupon redemption rate c. incidence of trial purchase d. number of contest entries e. All of the above could be used to measure the success of a sales promotion plan.

Answer: e Diff: 3 Type: MC Page Reference: 239 Skill: Applied 21) Which of the following is NOT a major type of consumer promotion? a. point-of-purchase displays b. free samples c. coupons d. cash rebates e. loyalty programs Answer: a Diff: 2 Type: MC Page Reference: 241 Skill: Recall 22) According to the Canadian Deals Association, which keeps records on coupon distribution., the average redemption rate of coupons in Canada is a. 5.72%.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. 3.25%. c. 2.50%. d. 1.26%. e. 10.3%.

Answer: d Diff: 2 Type: MC Page Reference: 241 Skill: Recall 23) Media-delivered coupons are coupons distributed through a. radio stations. b. events. c. a salesperson. d. newspapers and magazines. e. television stations.

Answer: d Diff: 2 Type: MC Page Reference: 242 Skill: Recall 24) Which of the following methods of coupon distribution would be best if the objective is repeat purchase? a. coupons b. the Internet c. freestanding inserts d. magazines e. in-pack or on-pack self-coupons Answer: a Diff: 3 Type: MC Page Reference: 242

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 25) The distribution of ____________________ is becoming very popular. a. digital coupons b. in-pack self-coupons c. on-pack self-coupons d. free standing inserts e. cross-ruff coupons Answer: a Diff: 3 Type: MC Page Reference: 242 Skill: Recall 26) This type of product-delivered coupon is valid on the purchase of a different product. a. instantly redeemable coupon b. on-pack self-coupon c. in-pack self-coupon d. cross-ruff e. free-standing insert Answer: d Diff: 3 Type: MC Page Reference: 243 Skill: Recall 27) Skippy peanut butter often includes a coupon for Smucker's Jam on their package, and Smucker's Jam includes a coupon for Skippy peanut butter on their package. This is an example of a(n) a. in-pack self-coupon. b. retro-pack self-coupon. c. cross-ruff coupon. d. free-standing insert. e. media-delivered coupon.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 3 Type: MC Page Reference: 243 Skill: Applied 28) Product sampling a. is a waste of time. b. is viewed as a way to minimize risk. c. would take more than one sample. d. is powerful, yet expensive, e. proves that the product when purchased is different than the sample.

Answer: d Diff: 3 Type: MC Page Reference: 243 Skill: Recall 29) If 1 million coupons were distributed and 55,000 were returned, the redemption rate would be a. 55.00%. b. 0.55%. c. 0.05%. d. 55,000. e. 5.50%.

Answer: e Diff: 3 Type: MC Page Reference: 243 Skill: Applied 30) Many manufacturers do not select product sampling as a sales promotion strategy a. because product sampling has no proven effect on trial purchase.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. because sampling is difficult logistically. c. because the redemption rate for product samples is low. d. due to the high costs involved. e. due to the difficulty in producing samples.

Answer: d Diff: 3 Type: MC Page Reference: 244 Skill: Applied 31) Tim Hortons' "Roll Up the Rim to Win" promotion is an example of a. a rebate. b. couponing. c. an instant-win game. d. sampling. e. a sweepstakes.

Answer: c Diff: 3 Type: MC Page Reference: 245 Skill: Applied 32) Marketers need to be familiar with section 189 of the Criminal Code and Sections 52 and 59 of the Competition Act if they plan on a. working with distributors. b. issuing a rebate. c. running a contest. d. developing new products. e. advertising.

Answer: c Diff: 3 Type: MC Page Reference: 247

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 33) A rebate is a predetermined a. raincheck of unavailable product. b. bargain price. c. amount of money returned to the consumer. d. recall of coupons. e. free offer.

Answer: c Diff: 2 Type: MC Page Reference: 247 Skill: Recall 34) Sally collected labels for weeks on a promotional offer for her favourite yogurt, but she failed to send them to the company and request the refund. This is known as a. shrinkage. b. a failed promotion. c. slippage. d. leakage. e. delayed redemption.

Answer: c Diff: 3 Type: MC Page Reference: 248 Skill: Applied 35) Rebate offers are best suited to products in this stage of the product life cycle. a. maturity b. growth c. introductory d. decline e. new product stage

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: MC Page Reference: 248 Skill: Applied 36) An additional item given free, or greatly discounted, to induce purchase of the primary brand is also called a a. rebate. b. sweepstakes. c. slippage. d. premium. e. free sample.

Answer: d Diff: 3 Type: MC Page Reference: 248 Skill: Recall 37) The golf balls given away in a case of beer is also known as a a. rebate. b. sweepstake prize. c. free sample. d. premium. e. bonus.

Answer: d Diff: 3 Type: MC Page Reference: 249 Skill: Applied 38) In terms of premiums, bonus packs rank lower in terms of popularity, but they do offer some benefits. Which of the following is NOT an objective met by bonus packs? a. They provide a merchandising tool to encourage displays in stores.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. They help retain current customers. c. They help build brand loyalty. d. They increase the quantity of a brand purchased. e. They increase product awareness.

Answer: e Diff: 3 Type: MC Page Reference: 249 Skill: Applied 39) Rather than issue a coupon to offer value, some shampoo companies will attach a travel size bottle of shampoo with regular bottle. This is know as using a(n) a. premium. b. bonus pack. c. award. d. cross-ruff promotion. e. on-pack sampling.

Answer: b Diff: 3 Type: MC Page Reference: 249 Skill: Applied 40) The best-known and longest running loyalty program in Canada is run by a. Pepsi-Cola. b. Esso. c. Air Miles. d. Air Canada. e. Canadian Tire.

Answer: e Diff: 2 Type: MC Page Reference: 251

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 41) Shoppers Drug Mart's Optimum card, which allows customers to swipe their card each time they make a purchase and collect points, is an example of a a. rebate. b. premium. c. frequent buyer program. d. loyalty program. e. Both C and D are correct.

Answer: e Diff: 3 Type: MC Page Reference: 250 Skill: Applied 42) A result study revealed that 90% of Canadians a. participate in more than one loyalty program. b. prefer coupons to loyalty programs. c. do not participate in any loyalty programs. d. participate in two to five loyalty programs. e. participate in at least one loyalty program.

Answer: e Diff: 3 Type: MC Page Reference: 251 Skill: Recall 43) __________ refers to the fact that the issuer of a gift card receives the money without offering goods or services right away. a. Breakage b. Slippage c. Profit d. Premium e. Float

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 251 Skill: Recall 44) Which of the following is not a common trade promotion option? a. dealer premium b. on-pack premiums c. trade allowances d. performance allowances e. cooperative advertising allowance Answer: b Diff: 2 Type: MC Page Reference: 252 Skill: Recall 45) A temporary price reduction that encourages larger purchases by distributors is called a a. cooperative allowance. b. dealer premium. c. trade allowance. d. performance allowance. e. collateral material.

Answer: c Diff: 2 Type: MC Page Reference: 252 Skill: Recall 46) Kraft Canada often offers retailers a discount to encourage them to set-up some special displays for one or more of their products. This is called a(n) a. dealer premium.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. point-of-purchase allowance. c. advertising allowance. d. performance allowance. e. trade allowance.

Answer: d Diff: 3 Type: MC Page Reference: 252 Skill: Applied 47) Cooperative advertising allowances are funds allocated by a supplier to pay for a portion of a retailer's a. markdowns. b. advertising. c. trade allowances. d. co-op students. e. shrinkage.

Answer: b Diff: 3 Type: MC Page Reference: 253 Skill: Recall 48) A manufacturer of golf balls offers free premium golf bags to distributors to encourage them to purchase more products and to secure additional merchandising support. The use of the bags is an example of a. performance allowances. b. dealer premiums. c. cooperative advertising. d. dealer allowances. e. collateral.

Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 253 Skill: Applied 49) Coca-Cola provides its bottlers with brand related brochures and proposal folders to be used by their sales representatives. These items are known as a. spiffs. b. dealer premiums. c. visual support. d. trade allowances. e. collateral.

Answer: e Diff: 2 Type: MC Page Reference: 253 Skill: Applied 50) One of the risks of using sales promotions is that used too often they can a. raise the brand's profit margin. b. hurt the brand's image. c. generate large profits. d. lower profit margins. e. Both B and D are correct.

Answer: e Diff: 2 Type: MC Page Reference: 255 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Explain the difference between a "pull" promotion and a "push" promotion.

Answer: A pull promotion creates demand by directing promotional efforts at consumers, who in turn pressure retailers to supply the product or service.

A push promotion creates demand by directing promotional activities at intermediaries who in turn promote the product or service among consumers.

Diff: 2 Type: ES Page Reference: 229-230 Skill: Recall 2) List and describe the elements of a sales promotion brief.

Answer: A sales promotion brief includes all or some of the following: market profile (industry), competitor activity profile (for promotions), target market profile (for the specific sales promotion), sales promotion objectives (for this engagement), and budget.

Diff: 3 Type: ES Page Reference: 231-232 Skill: Recall 3) List three common consumer promotion objectives siting an example for each.

Answer: Trial purchase (coupon), repeat and multiple purchases (contest), and brand loyalty (loyalty programs) are the various types of consumer promotion objectives.

Examples will vary.

Diff: 3 Type: ES Page Reference: 241-242 Skill: Applied 4) List three common trade promotion objectives siting an example for each.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: The three are trade allowances, performance allowances, and cooperative advertising allowances.

Examples will vary.

Diff: 3 Type: ES Page Reference: 252-253 Skill: Applied 5) Explain the following statement, "a sales promotion will only work if it receives the necessary media support."

Answer: Consumers have to be made aware of the promotion and provided with the details of how to take advantage of the promotion. A variety of media is used, however television is an ideal medium for creating instant awareness for the promotion.

Diff: 3 Type: ES Page Reference: 237 Skill: Applied 6) How are sales promotion activities evaluated? Cite some specific examples.

Answer: A sales promotion must be evaluated based on the objectives that were established for it.

For example: if the objective was to generate trial purchases ‒ how many new users were attracted to the product. If the objective was loyalty ‒ are current customers buying the product more often? Specific promotions, such as contests, are also measured by response rates. Coupons are usually measured using redemption rates.

Diff: 2 Type: ES Page Reference: 239-242 Skill: Applied 7) What are the main options for delivering coupons to consumers? Which one is the best?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Media-delivered coupons (distributed via traditional media alternatives such as newspapers, magazines and direct mail), free-standing inserts, in-pack self-coupons, onpack self-coupons, instantly redeemable coupons and cross-ruff coupons.

The best delivery method depends on the objective for utilizing the coupon, the type of consumer, and the product.

Diff: 3 Type: ES Page Reference: 242 Skill: Applied 8) Describe the various ways sampling can be utilized.

Answer: Sampling programs can be with a special trial-size, actual-size, or served out to the target market through experiential marketing (like a small sip of a new drink at Costco).

Diff: 3 Type: ES Page Reference: 243-244 Skill: Recall 9) Contests can be classified into two categories. Name and describe them, giving an example of each.

Answer: A sweepstakes is a chance promotion involving the giveaway of products or services. It's like a lottery and winners are randomly selected from entries received. Games are also based on chance but are more involving because they often require multiple visits for game pieces. The monopoly game at McDonald's is an example.

Examples will vary.

Diff: 2 Type: ES Page Reference: 244-246 Skill: Applied 10) What is a rebate and when are they used?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: A rebate is a predetermined amount of money returned directly to the consumer by the manufacturer after the purchase has been made. Rebates are best suited to products in the mature stage of the product life cycle. They are a good incentive for encouraging multiple purchases of inexpensive packaged goods products where the rebate increases with multiple-purchase.

Diff: 3 Type: ES Page Reference: 247-248 Skill: Recall 11) What are loyalty programs and why are they gaining popularity? Name two successful Canadian loyalty programs.

Answer: Loyalty programs or frequent buyer programs are programs that offer consumers a small bonus, such as points or play money each time they make a purchase. This bonus accumulates and can be redeemed for merchandise or some other benefit. Canadian households on average are active in more than nine programs. The costs of the programs are small given the potential profit.

Loyalty programs encourage repeat purchases. Two popular Canadian loyalty programs are Canadian Tire money and the Shoppers Drug Mart's Optimum program.

Diff: 3 Type: ES Page Reference: 249-250 Skill: Applied 12) Discuss the use of plastic cards with consumers.

Answer: Plastic cards can be used for loyalty programs and as a gift card. As a loyalty program the card can be presented to apply to instant discounts or to gain points towards some established reward program. Cards can also be used for gift cards. Sometimes there is slippage as they are either lost or not utilized in full. Gift cards can also convert into a loyalty component as "float" can be added to some card programs ongoing so the user has more of a debit card for the outlet (example ‒ Starbucks).

Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 251-252 Skill: Applied 13) What is the difference between a performance allowance and cooperative advertising allowance?

Answer: A performance allowance is a discount offered by a manufacturer that encourages a distributor to perform a merchandising function on behalf of the manufacturer whereas cooperative advertising is where a fund is allocated to pay for a portion of a distributor's advertising as it pertains to the manufacturer's product. Each help with promotional support but in different areas.

Diff: 3 Type: ES Page Reference: 252-253 Skill: Applied 14) How often should a brand offer sales promotions? Discuss.

Answer: There are many influencing factors that contribute to this decision ‒ the type of product, the activities of competitors, the stage of the brand in the product life cycle, and the receptiveness of customers toward promotions. Sales promotions should complement other marketing communications activities. There is a risk that too many promotions could cheapen the image a brand.

Diff: 3 Type: ES Page Reference: 255 Skill: Applied 15) What are the three additional considerations for Sales Promotional Planning?

Answer: The three are frequency of promotions, brand image and promotions, and building equity.

The frequency of promotions is an important question. All kinds of factors influence this decision: the type of product, the activities of the competition, the stage of the product life cycle the brand is in, and the receptiveness of customers toward promotions.

Promotions are complementary in nature, so they should never disrupt the flow of regular

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

and more dominant communications activities. There is a risk that too many promotions could cheapen the image of a brand Brand image and promotion strategies could include lowering prices so that consumers get a better deal. In the short run, such a strategy brings positive results. However, if this practice becomes frequent, consumers will perceive the sale price to be more of a regular price. In the long term, such a practice will hurt the brand’s image and lower profit margins.

The cumulative force of all marketing communications is a key factor in building brand equity. Marketers must be aware that sales promotions are a rather chaotic sequence of deals and events that create noise in the marketplace. They are not a sustaining message.

It is preferable to adopt a view about promotions that will pay attention to long-term brand values and a consistent approach that will build good relationships with the trade and consumers.

Diff: 2 Type: ES Page Reference: 255 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Free samples are a type of "push" promotion. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 230 Skill: Recall 2) In most cases, a company will use either a "push" promotion strategy or a "pull" promotion strategy, rarely both. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 230 Skill: Recall 3) Sales promotion is intended to create an immediate response, and therefore sales promotion plans often adopt short -term views. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 230 Skill: Applied 4) The most common consumer promotion objective is trial purchase. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 242

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 5) The overall goal of trade promotions is to encourage channel members to provide marketing and merchandising support for a particular product. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 252 Skill: Recall 6) A coupon is a predetermined amount of money returned directly to customers by the manufacturer after the purchase has been made. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 241 Skill: Recall 7) Free-standing inserts are distributed solely through magazines. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 242 Skill: Applied 8) Media-delivered coupons are popular if the objective is brand awareness. a. True b. False Answer: b Diff: 3

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 242 Skill: Applied 9) In Canada, the most popular categories for distributing coupons are food, personal care, and household products. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 241 Skill: Recall 10) Product sampling is an effective, but expensive way to promote a product. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 244 Skill: Recall 11) Most manufacturers rely on external suppliers to develop and implement a contest. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 245 Skill: Applied 12) Slippage is another word for product lost due to customer theft. a. True b. False Answer: b

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: TF Page Reference: 248 Skill: Recall 13) The temporary offering of a larger price for the same size product is called a premium offer. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 248 Skill: Recall 14) When a brand offers 20% more of a product at the same price as a regular size item, this is known as a bonus pack. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 249 Skill: Applied 15) Frequent buyer programs only work for retail outlets. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 250 Skill: Applied 16) Louise accidentally threw out her birthday gift card with the rest of the party clean up. Since the card was never used, this is an example of breakage. a. True .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: a Diff: 3 Type: TF Page Reference: 251 Skill: Applied 17) A discount offered by a manufacturer that encourages a distributor to perform a merchandising function on behalf of a manufacturer is called a trade allowance. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 252 Skill: Recall 18) Marketing organizations often pay a percentage (often 50% or more) of the distributor's advertising cost, provided that the marketer's brand is featured prominently.

This is called a performance allowance. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 252 Skill: Applied 19) It is illegal and considered bribery for manufacturers to offer retail salespeople incentives to promote a specified brand of goods to customers. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 252

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 20) Continuous sales promotions create a good image in the eyes of the consumer. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 255 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Discuss a company that has faced a corporate crisis. How did they use public relations to alleviate the problem? What could they have done differently?

Answer: Examples will vary. The company should start with an immediate reputation management campaign, (see Figure 9.2 ‒ Tips for Handling a Crisis Situation).

Diff: 3 Type: ES Page Reference: 265 Skill: Applied 2) Assess the various strategic roles of public relations. Discuss a company that has successfully achieved each role.

Answer: The role of public relations should be examined on how best to: reach the opinion leaders, maximize the news value of product introductions, time public relations events to reinforce advertising and promotion, and reach markets not targeted by advertising.

Examples will vary.

Diff: 3 Type: ES Page Reference: 261-262 Skill: Applied 3) There are various tools of public relations available to organizations. Explain three common public relations tools and explain when each would be an appropriate tool to utilize.

Answer: Press release, press conference, media kit, websites, newsletter(s), booklets and brochures, annual reports, special interest reports, and social media are all the tools that a business could utilize.

Diff: 3 Type: ES Page Reference: 275-281 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

4) Public Relations effectiveness is measured based on output, outgrowth, and outcomes.

Explain each form of measurement. Where does equivalent advertising value fit it?

Answer: Outputs measure the transmission, or the amount of exposure in the media, the number of placements and audience impressions and the likelihood of reaching the target audience.

Outgrowths measure message reception by the target audience.

Outcomes measure attitude and behavioural change. Was there a change in attitude and did the recipient do something as a result of the message.

Equivalent advertising value fits within outputs. A more in-depth analysis of the actual media content can be used to then question the target audience for outgrowths and outcomes.

Diff: 2 Type: ES Page Reference: 283 Skill: Applied 5) Discuss the advantages and disadvantages of public relations as a communications medium. Form an opinion based on an example of information you saw on a current blog; will the discussion result in an advantage or disadvantage for the company/product under discussion?

Answer: Advantages ‒ credible source, positive impact on sales, and customer relationships Disadvantages ‒ absence of controls, and a waste of time, energy and materials that go into a public relations campaign.

Diff: 2 Type: ES Page Reference: 284-285 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) __________ is a form of communications primarily directed toward gaining public understanding and acceptance. a. Sales b. Publicity c. Public Relations d. Direct Marketing e. Advertising Answer: c Diff: 2 Type: MC Page Reference: 260 Skill: Recall 2) While advertising is primarily concerned with product image, public relations concerns itself with a. delivering services. b. customer needs. c. public understanding and acceptance. d. brand equity. e. features and attributes.

Answer: c Diff: 3 Type: MC Page Reference: 261 Skill: Recall 3) Suppliers, distributors, and customers are all members of a firm's a. marketing team. b. external stakeholder. c. payroll. d. external publics. e. internal publics.

Answer: e

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: MC Page Reference: 261 Skill: Recall 4) Media, governments, prospective shareholders, and community organizations are all members of a firm's a. marketing team. b. external publics. c. internal publics. d. internal stakeholder. e. customers.

Answer: b Diff: 2 Type: MC Page Reference: 261 Skill: Recall 5) The goal of ________________ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics. a. lobbying b. public relations c. corporate advertising d. sales promotion e. advertising Answer: b Diff: 3 Type: MC Page Reference: 261 Skill: Recall 6) An organization's external publics are a. made up of only employees.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. communicated with less frequently than internal publics. c. not communicated with by an organization. d. close to the organization. e. communicated with regularly.

Answer: b Diff: 2 Type: MC Page Reference: 261 Skill: Recall 7) When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing a. public advertising. b. image advertising. c. corporate advertising. d. advocacy advertising. e. mass advertising.

Answer: c Diff: 2 Type: MC Page Reference: 262 Skill: Applied 8) As a management function, public relations will help an organization ______________________ public opinion that will have an impact on its actions. a. filter b. ignore c. minimize d. anticipate and interpret e. cover-up Answer: d Diff: 3 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 262 Skill: Recall 9) If a company were to create a separate Public Relations department, which of the following would NOT usually fall under the department's area of responsibility? a. community relations b. event management c. corporate communications d. product placement e. fundraising Answer: b Diff: 3 Type: MC Page Reference: 268 Skill: Applied 10) Domtar recently ran an ad to show its proactive stance on protecting the environment.

This is an example of a. image advertising. b. advocacy advertising. c. public advertising. d. environmental advertising. e. corporate advertising.

Answer: e Diff: 3 Type: MC Page Reference: 262 Skill: Applied 11) The Good Purpose survey conducted by global PR firm Edelman shows that some ______ of Canadians are more likely to recommend a brand that supports a good cause than one that doesn't. a. 60% b. 80%

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. 50% d. 90% e. 70% Answer: e Diff: 3 Type: MC Page Reference: 262 Skill: Recall 12) When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management. a. strategic planning b. public relations c. sales promotion d. marketing departments e. marketing communications Answer: b Diff: 2 Type: MC Page Reference: 263 Skill: Recall 13) Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of a. corporate advertising. b. publicity. c. advocacy advertising. d. public affairs. e. reputation management.

Answer: e Diff: 3 Type: MC Page Reference: 262

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 14) News about an organization, product, service, or person that appears in the media is called a. publicity. b. public relations. c. reputation management. d. public affairs. e. product placement.

Answer: a Diff: 3 Type: MC Page Reference: 265 Skill: Recall 15) As there is an implied endorsement by the media, publicity can be a. paid for by the sponsor. b. more expensive. c. less credible. d. paid for. e. more legitimate.

Answer: e Diff: 3 Type: MC Page Reference: 265 Skill: Recall 16) Publicity is something that a company and the media deem to be a. unimportant. b. interesting. c. trivial. d. fleeting. e. newsworthy.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 265 Skill: Recall 17) One of the major opportunities for a company to generate positive publicity is a. a new advertising campaign. b. a price change for a product. c. the firing of an employee. d. securing a contract that will create jobs. e. the hiring of a new employee.

Answer: d Diff: 3 Type: MC Page Reference: 265 Skill: Recall 18) When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of a. public affairs. b. mass media. c. publicity. d. advertising. e. corporate advertising.

Answer: c Diff: 3 Type: MC Page Reference: 265-266 Skill: Applied 19) Companies must be prepared for crisis situations. Part of this preparation involves a. not taking action until there is government intervention.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. avoiding customer questions and requests. c. training senior executives on how to act instantly and demonstrate control. d. withholding information from the media. e. a contingency advertising budget.

Answer: c Diff: 3 Type: MC Page Reference: 264-265 Skill: Applied 20) The insertion of branded product into a show, movie, video game, or other programming is called a. product seeding. b. product placement. c. advertising. d. sponsorship. e. buzz marketing.

Answer: b Diff: 2 Type: MC Page Reference: 265 Skill: Recall 21) The fact that the film Mission Impossible arranged to have Apple in all of their films from 1990 to the present is an example of a. product placement. b. buzz marketing. c. sponsorship. d. advertising. e. product seeding.

Answer: a Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 266 Skill: Recall 22) TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of a. public affairs. b. publicity. c. product seeding. d. product placement. e. branded content.

Answer: e Diff: 3 Type: MC Page Reference: 267 Skill: Applied 23) BMW experimented with ____________ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont's loyalty program access to a BWM X5 during their stay. a. product seeding b. sponsorship c. experiential marketing d. branded content e. product placement Answer: a Diff: 3 Type: MC Page Reference: 267 Skill: Applied 24) Giving a product free to a group of trendsetters who in turn promote the product to others by word-of-mouth is called a. product placement. b. publicity.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. sponsorship. d. advertising. e. product seeding.

Answer: e Diff: 2 Type: MC Page Reference: 267 Skill: Recall 25) Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of a. advertising. b. publicity. c. product placement. d. sponsorship. e. word-of-mouth marketing.

Answer: e Diff: 2 Type: MC Page Reference: 267 Skill: Applied 26) In the __________________ sector, public relations helps educate the public, secure funding support, and source volunteers. This is key since money can be better spent supporting the public. a. corporate b. hospital c. not-for-profit d. entertainment e. business sector Answer: c Diff: 3 Type: MC Page Reference: 268

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 27) When a company sponsors community events, local groups, and/or sporting teams, they are engaging in a. community relations. b. public affairs. c. product seeding. d. publicity. e. buzz marketing.

Answer: a Diff: 2 Type: MC Page Reference: 267 Skill: Recall 28) Microsoft Xbox engaged bloggers and fans ten months prior to the advertising campaign. This is an example showing how ___________ and advertising should work together. a. consumers b. free advertising c. product seeding d. the Internet e. public relations Answer: e Diff: 2 Type: MC Page Reference: 270 Skill: Applied 29) The planning of public relations communications is best left to a. brand managers. b. reporters. c. specialists. d. CEOs.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. customers.

Answer: c Diff: 2 Type: MC Page Reference: 270 Skill: Applied 30) The goal of public relations is media exposure. Media exposure can be measured in terms of __________, or the number of times an item was potentially seen. a. gross rating points b. gross impressions c. ad clicks d. sales volume e. ad views Answer: b Diff: 3 Type: MC Page Reference: 271 Skill: Applied 31) Regardless of the situation or desired outcome, public relations objectives tend to be similar to a. advertising objectives. b. sales promotion objectives. c. corporate mission statements. d. government policies. e. marketing objectives.

Answer: a Diff: 2 Type: MC Page Reference: 270 Skill: Recall 32) A public relations plan usually involves five steps, the first of which is

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. implementation. b. establishing objectives. c. devising a strategy. d. a situation analysis. e. evaluation.

Answer: d Diff: 2 Type: MC Page Reference: 271 Skill: Recall 33) The final step of a public relations plan is usually a. measurement and evaluation. b. situation analysis. c. devising a strategy. d. executing the plan. e. setting objectives.

Answer: a Diff: 3 Type: MC Page Reference: 271 Skill: Recall 34) Which of the following would NOT be considered one of the strategic roles of public relations? a. reaching opinion leaders b. maximize news value of new product introductions c. generating sales leads d. reaching markets that may not be targeted by advertising e. timing public relations events to reinforce advertising campaigns Answer: c Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 270-272 Skill: Applied 35) If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as a. public affairs. b. poor strategy. c. promotional strategy. d. borrowed-interest strategy. e. low-interest strategy.

Answer: d Diff: 3 Type: MC Page Reference: 273 Skill: Applied 36) A document containing all the essential elements of the story (who, what, when, where, and why) is called a a. press release. b. press kit. c. video news release. d. feature story. e. press conference.

Answer: a Diff: 2 Type: MC Page Reference: 275 Skill: Recall 37) When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was a. holding a press conference. b. hoping to create a press kit.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. wanting a video news release. d. developing a feature story. e. generating a press release.

Answer: a Diff: 2 Type: MC Page Reference: 275 Skill: Applied 38) If Procter & Gamble were putting together a typical media kit, which component would be left out? a. a press release. b. historical fact sheets. c. product samples. d. a public relations plan. e. a schedule of conference events.

Answer: d Diff: 3 Type: MC Page Reference: 275 Skill: Applied 39) In order for your local fitness centre to issue an effective newsletter as a public relations tool, it must have a a. public relations strategy. b. press release. c. database of names and addresses. d. media kit. e. talented writer.

Answer: c Diff: 2 Type: MC Page Reference: 277

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 40) Mazda publishes a magazine called Zoom Zoom semi-annually to all its database customers. This is an example of a(n) a. booklet. b. brochure. c. media kit. d. annual report. e. Both A and B are correct.

Answer: e Diff: 3 Type: MC Page Reference: 277 Skill: Applied 41) The primary purpose of this document is to provide current and prospective investors and stakeholders with financial data and a description of an organization's operations. a. annual report b. public relations plan c. company newsletter d. brochure e. leaflet Answer: a Diff: 2 Type: MC Page Reference: 277 Skill: Recall 42) On top of an annual report, RBC Financial Group issues a Corporate Responsibility Report each year. This is a type of a. press release. b. special interest report. c. semi-annual report d. product brochure.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. newsletter.

Answer: b Diff: 3 Type: MC Page Reference: 277 Skill: Applied 43) A frequent, chronological publication of personal thoughts at a website is called a(n) a. blog. b. online brochure. c. website. d. webcast. e. web-journal.

Answer: a Diff: 2 Type: MC Page Reference: 280 Skill: Recall 44) According to Steve Rubel, vice-president of client services at PR firm CooperKatz, "Consumers are in control, and consumers are the media." Organizations who disregard this principle a. face the wrath of the public. b. see the benefit of social media. c. are not on the Internet. d. prefer sales promotions. e. will be sued.

Answer: a Diff: 3 Type: MC Page Reference: 280, 284-285 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

45) The ______________ news release can include a variety of elements such as photos and video, links to blogs, digital tags, and RSS feeds. a. social media b. hard copy c. traditional d. public e. televised Answer: a Diff: 3 Type: MC Page Reference: 277 Skill: Recall 46) Ketchum Public Relations has identified levels of measuring public relations effectiveness. They are a. outputs, outcomes, and business results. b. objectives, outgrowths, and outcomes. c. outputs, objectives, and outcomes. d. outputs, outgrowths, and objectives. e. outputs, outways, and outcomes.

Answer: a Diff: 3 Type: MC Page Reference: 283 Skill: Applied 47) In terms of measurement of public relations, outcomes measure attitude and __________ change. a. sales b. outcome c. target market d. emotional e. behavioural

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 3 Type: MC Page Reference: 283 Skill: Recall 48) When a horse named Big Brown won the Kentucky Derby, UPS, the horse's sponsor, reaped an estimated $4 million in a. return on investment. b. equivalent advertising value. c. gross rating points. d. equivalent marketing value. e. cost per thousand.

Answer: b Diff: 3 Type: MC Page Reference: 283, 284 Skill: Applied 49) One of the key advantages of public relations is that a. companies can control public relations. b. public relations is free of cost. c. public relations is easier than advertising. d. public relations is faster than advertising. e. public relations can be seen as being more credible.

Answer: e Diff: 3 Type: MC Page Reference: 284 Skill: Applied 50) One of the key disadvantages of public relations is a. the negative impact on sales. b. that public relations does not build a rapport with customers.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. that the media is not a very credible source. d. the absence of control experienced by the sponsoring organization. e. that public relations is much more expensive than advertising.

Answer: d Diff: 3 Type: MC Page Reference: 284-285 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Given the squeeze on marketing budgets, how can public relations be utilized to help marketing executives?

Answer: Good PR will help launch new products, and create awareness and excitement for them, just like advertising can, and at a much lower cost. There must be an increase in awareness, a change in behaviour, and a financial return.

Diff: 3 Type: ES Page Reference: 283 Skill: Applied 2) A company has both internal and external publics. What is the difference?

Answer: Internal publics involve those with whom an organization communicates with regularly and include employees, distributors, suppliers, shareholders, and customers.

External publics are those publics that are distant from an organization and are communicated with less frequently. They include media, governments, prospective shareholders, financial intermediaries, and community organizations.

Diff: 2 Type: ES Page Reference: 261 Skill: Recall 3) List the six categories that the role of public relations falls into, citing an example of each.

Answer: Corporate communications, reputation management, product publicity, product placement, branded content and seeding, community relations, and fundraising.

Examples will vary.

Diff: 3 Type: ES Page Reference: 262-268 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

4) How is publicity different than public relations?

Answer: Publicity is news about an organization, product, service, or person that appears in the media. Publicity is only one aspect of public relations.

Diff: 2 Type: ES Page Reference: 265 Skill: Recall 5) Explain the difference between product seeding and product placement, citing an example of each to support your explanation.

Answer: Product placement is the insertion of a visible placement of branded merchandise in television shows, movies, video games, or other programming. Product seeding involves giving product for free to a group of trendsetters who promote the product by word-ofmouth.

Examples will vary.

Diff: 3 Type: ES Page Reference: 265-267 Skill: Applied 6) Why is community relations becoming increasingly important? Give an example of a company engaged in community relations.

Answer: In today’s environment, consumers put more focus on social responsibility, and increasingly demand social responsibility from the corporations they deal with.

Consequently, companies are placing a much higher value on programs that foster a good public image in the communities where they operate. The effect of such an investment on sales is indirect and long term in nature.

Examples will vary.

Diff: 3 Type: ES

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 267 Skill: Applied 7) What role does public relations play in the not-for-profit sector?

Answer: Public relations plays a key role in fundraising for the not-for-profit sector. Public relations helps educate the public about how funds are used. The PR message is designed to predispose people to give, to solicit commitment, and to make people feel good about giving. It is an important component of a fully integrated communications plan.

Diff: 2 Type: ES Page Reference: 267-269 Skill: Applied 8) Discuss Walter K. Lindenmann's approach for measuring public relations effectiveness.

Answer: Outputs measure reach, frequency, visits, tone of message, prominence, and the inclusion of a recommendation or endorsement.

Outcomes measure attitude and behaviour change, and considers factors such as awareness, comprehension recognition, credibility, image change, and purchase intentions. Surveys may be required to collect data.

Business results are estimated by analytic techniques or from data collected in surveys.

Typical measures include sales revenue, new clients secured, market share, purchase intentions, brand value, and reputation value.

Outputs are a measure of exposure, and companies like to know how much exposure was actually received as a result of its public relations activities. This is referred to as content analysis. There are organizations that keep track of content. They record what is being reported, where, to how many people, over what period of time, in which media, and how the coverage changes over time. For example, if an article appears in the front section of the Toronto Star, a newspaper with a weekday circulation of more than 360 000, how many impressions will be made? If there are 2.5 readers for every newspaper, the potential number of impressions is 900 000 (360 000 × 2.5). If a similar story appears in other newspapers, the total impressions accumulate.

There is an abundance of analytical information available on social media to measure results of a campaign. Such measures include visits, likes, followers, and the number of active advocates a brand or company may have. Going a step further, an organization can .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

get a feel for the sentiments held by people based on their comments and the general degree of audience engagement.

Diff: 3 Type: ES Page Reference: 283 Skill: Applied 9) Explain the steps in the public relations planning process.

Answer: Situation analysis, public relations objectives, public relations strategy, public relations execution, and measurement and evaluation are the steps.

Diff: 2 Type: ES Page Reference: 271 Skill: Recall 10) What is a borrowed-interest strategy? What is the focus of the marketing communications?

Answer: A borrowed-interest strategy is a plan to promote a marketing activity that is related to a product. This could typically revolve around the sponsorship of a community or national event. Marketing communications shift away from image advertising to focus on a promotion created around the event; the goal of which is to stimulate immediate purchases.

Diff: 3 Type: ES Page Reference: 273 Skill: Applied 11) What is a press release and how is it distributed?

Answer: A press release is a document prepared by an organization containing public relation information that is sent to the media for publications or broadcast. It contains essential elements of the story (who, what, when, where, and why). Copies of the release are

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

delivered to a list of preferred editors, or are distributed via a national wire service, as well as posted on the company's website.

Diff: 3 Type: ES Page Reference: 275 Skill: Recall 12) The textbook states that "public relations have long been associated with the word 'spin'." Explain this statement and how it impacts PR today.

Answer: Spin implies that marketers can deliver the message in a tone and manner to their liking.

Many experts recommend "less spin and more humility" given the social media environment of today.

Diff: 2 Type: ES Page Reference: 280 Skill: Recall 13) Social media has had a significant impact on public relations practice. Please explain and use an example in your answer.

Answer: Furthering the evolution is a shift in the way people relate to news. They don’t just read it. They want to interact with it and influence opinions. That explains why many of the most- visited websites are social media sites, such as YouTube, Facebook, Twitter, and Google+. Organizations routinely use these popular sites to their advantage. The challenge organizations face, however, is keeping their content fresh, thus giving people a reason to return.

Diff: 3 Type: ES Page Reference: 280 Skill: Applied 14) What must a company think about prior to investing in social media?

Answer:

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Social media offers new and innovative ways to help a business achieve its marketing communications objectives. Corporate websites and blogs, social media sites, can be very attractive from a cost standpoint versus tradition media. The thing to keep in mind is that you will likely lose some control over the message. This loss of control can be weighed against additional exposure and engagement opportunities.

Diff: 3 Type: ES Page Reference: 280 Skill: Applied 15) What are some of the advantages and disadvantages of using public relations as a marketing communications medium? What is your opinion on where the balance between advantages and disadvantages sits today?

Answer: Advantages: Public relations can be a credible source of information because third parties deliver it. Public relations can play a role in developing customer relationships.

Disadvantages: Absence of control, waste of time, energy and materials that go into a public relations campaign.

Opinions will vary.

Diff: 3 Type: ES Page Reference: 284-285 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Public relations will play a more strategic role in marketing communications in the future. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 260 Skill: Recall 2) When facing a crisis situation, acting quickly and decisively is the approach recommended by experts in reputation management. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 263 Skill: Recall 3) Public relations is a subset of publicity. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 265 Skill: Recall 4) Product placement is one way to get a product noticed by television viewers who utilize a personal video recorder in order to watch their shows commercial free. a. True b. False Answer: a Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 265-266 Skill: Applied 5) When Ford was launching its Ford Focus, it let a group of trendsetters, who would promote the product by word-of-mouth, drive them for free. This is an example of product placement. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 265 Skill: Applied 6) The Canadian Cancer Society can use public relations as a key role in both fundraising and educating the public about how funds are used. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 268 Skill: Applied 7) If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 269 Skill: Applied 8) Product seeding is an activity that involves giving a product free to a group of trendsetters. a. True

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: a Diff: 2 Type: TF Page Reference: 267 Skill: Applied 9) The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 270 Skill: Recall 10) A borrowed-interest strategy is a plan to promote a marketing activity that is related to a product. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 273 Skill: Recall 11) Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 275 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

12) CAA issues a magazine to its members every season to share stories, travel opportunities, and tips on car maintenance. The magazine is an example of a special interest report. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 277 Skill: Applied 13) Social media has shifted the control of the message from the organization to the consumer. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 277 Skill: Applied 14) The primary purpose of an annual report is to provide current and prospective investors with financial data and a description of a company's operations. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 277 Skill: Recall 15) A corporate blog can be an effective way for a company to deliver its message utilizing even video content. a. True b. False Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: TF Page Reference: 280 Skill: Applied 16) A corporate blog is a means for an organization to regain some message control in the social media arena. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 280 Skill: Recall 17) The best way to evaluate the success of a public relations plan is to measure sales and market share. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 283 Skill: Applied 18) When a company wants to measure the amount of exposure a recent story about a new product received in the media, it is measuring the outcome. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 283 Skill: Applied 19) One of the advantages of public relations done properly is that it can be a credible source of information.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 284 Skill: Recall 20) One of the key advantages of public relations is that there is no cost involved. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 284 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) BMO is involved in many sponsorships in Canada: BMO Nations' Cup and Equestrian Sport; the Calgary Stampede (10-day Kids' Zone); Official Bank of the Canadian Hockey League; Kids Help Phone; and Stratford Festival, just to name a few. Why would such an organization touch every aspect of event marketing?

Answer: Given that BMO's product/service has a broad target market and banking can be seen as a commodity amongst consumers and businesses, making a strong emotional connection through sponsorship can help differentiate the product. It can allow for a two-way conversation that will add value to the consumers' lives and therefore BMO's.

Diff: 3 Type: ES Page Reference: 293 Skill: Applied 2) Describe an example you feel to be a demonstration of effective event sponsorship. Be sure to highlight the principles for effective participation in event marketing.

Answer: There are two key objectives a company tries to achieve when entering into events and sponsorships: 1. to create a favourable impression with their target audience (build awareness and/or enhance their image) and 2. to engage the target audience directly with the brand. In order to achieve these objectives a company should adhere to the following principles: select events offering exclusivity, use sponsorships to complement other promotional activities, choose the target carefully, select an event with an image that sells, establish selection criteria.

Answers will vary depending on the example chosen.

Diff: 3 Type: ES Page Reference: 294-295 Skill: Applied 3) What are the measures commonly used to evaluate the effectiveness of event marketing participation? What challenges do these measurements pose?

Answer: The measures are as follows: awareness (how much for the event and recall of the sponsoring brand/company), image (change or enhancement), new clients (numbers and

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

quality), sales (increase in units, dollars, or share of market), specific target reach (constituency), and media coverage (what value was achieved).

The challenges with these measurements are that they are not easily translated into a dollar return on the investment. Goodwill is something that is hard to quantify and consumers may not be able to articulate that the reason for their decision to select a particular brand is do to a connection made at an event.

Diff: 2 Type: ES Page Reference: 306-307 Skill: Applied 4) You have been asked to develop an event for a local credit union. Discuss the steps in the event marketing planning process that you would follow, citing specific examples for each step.

Answer: The steps include: the event concept (determine the theme, venue, and financial resources), design (venue layout, technology required, food and beverage, suppliers, and hotel rooms), event objectives, event strategy (4Ps), event execution (site, staging, staffing, operations and logistics, safety and security), and measurement and evaluation (awareness, image, new clients, sales, specific target reach, and media coverage).

Answers will vary depending on what the key objectives were for the major bank.

Diff: 3 Type: ES Page Reference: 308-318 Skill: Applied 5) The success of any event is often dictated by the effectiveness of the marketing communications strategy. Describe the elements involved in such a strategy.

Answer: Initial decision is one of branding. Once this is decided then advertising, public relations, and Internet communications are used for promotion of the event. Public relations is also key during the event itself. For smaller local events PR may be the only option.

Diff: 2 Type: ES Page Reference: 314

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) The Mountain Dew Free Flow skateboarding tour, the Philips Groom U tour, and Hershey's Kissmobile are all examples of a. ambush marketing. b. venue marketing. c. cause marketing. d. experiential marketing. e. buzz marketing.

Answer: d Diff: 3 Type: MC Page Reference: 289-290 Skill: Applied 2) Red Bull wants to create an emotional connection with their consumers in personally relevant and memorable ways. It uses a uniquely decorated vehicle and sends it out to venues with very upbeat people to generate fun and offer samples. This is called a. buzz marketing. b. personal marketing. c. entertainment marketing. d. ambush marketing. e. experiential marketing.

Answer: e Diff: 2 Type: MC Page Reference: 289-290 Skill: Applied 3) Samsung Canada has benefited from ___________ marketing by ensuring their televisions are displayed in key big box electronic stores and that the store sales people are appropriately trained to move the product. a. shopper b. sales c. experience d. buyer

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. retail Answer: a Diff: 3 Type: MC Page Reference: 291 Skill: Applied 4) The process, planned by a sponsoring organization, of integrating a variety of communications elements with a single theme is called a. public relations. b. event planning. c. advertising. d. event sponsorship. e. event marketing.

Answer: e Diff: 1 Type: MC Page Reference: 292 Skill: Recall 5) Molson's coordination of public relations, advertising, and sales promotion of the Molson Indy car race is an example of a. public relations. b. publicity. c. event marketing. d. event sponsorship. e. event planning.

Answer: c Diff: 2 Type: MC Page Reference: 292 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

6) The financial support of an event in exchange for advertising privileges associated with that event is called a. event marketing. b. advertising expense. c. event sponsorship. d. a charitable donation. e. sales promotion.

Answer: c Diff: 1 Type: MC Page Reference: 292 Skill: Recall 7) Budweiser pays to financially support the FIFA World Cup, a major soccer event. This is an example of a. event sponsorship. b. public relations. c. event marketing. d. sales promotion. e. a charitable donation.

Answer: a Diff: 2 Type: MC Page Reference: 292 Skill: Applied 8) Total investment in event marketing and sponsorship in Canada amounted to a. $18.1 million annually. b. $1.75 million annually. c. $2.85 billion annually. d. $2 billion annually. e. $1.81 million annually.

Answer: c

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 3 Type: MC Page Reference: 292 Skill: Recall 9) Investment in event marketing is divided among five main areas. Which of the following is NOT one of the five main areas? a. causes b. casinos c. entertainment d. sports e. the arts Answer: b Diff: 2 Type: MC Page Reference: 292 Skill: Applied 10) Among the various categories of sponsorships, the largest in terms of dollars invested by marketing organizations is a. sponsorship of the arts. b. cause sponsorship. c. sponsorship of international events. d. sponsorship of local sports leagues. e. sports sponsorship.

Answer: e Diff: 2 Type: MC Page Reference: 294 Skill: Recall 11) Sports sponsorship in Canada is dominated by the automobile industry, the brewing industry, and the __________ industry. a. publishing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. petroleum c. packaged goods d. education e. financial services Answer: e Diff: 2 Type: MC Page Reference: 294 Skill: Recall 12) Sponsorship of the Canadian curling championships falls under this level of sports event marketing. a. national b. international c. local d. global e. regional Answer: a Diff: 2 Type: MC Page Reference: 294 Skill: Applied 13) Tim Hortons sponsors children's soccer leagues across Canada. This is an example of this level of sports event marketing. a. global b. international c. local d. national e. regional Answer: c Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 294 Skill: Applied 14) A strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors is also called a. buzz marketing. b. false marketing. c. ambush marketing. d. venue marketing. e. aggressive marketing.

Answer: c Diff: 1 Type: MC Page Reference: 294 Skill: Recall 15) During a recent Winter Olympics, Scotiabank ran a "Show Your Colours" campaign.

Scotiabank, however, was not an official sponsor of the Winter Olympics. This is a classic example of a. false marketing. b. ambush marketing. c. aggressive marketing. d. venue marketing. e. buzz marketing.

Answer: b Diff: 3 Type: MC Page Reference: 294 Skill: Applied 16) Linking a brand name or company name to a physical site such as a stadium, arena, or theatre is called a. sports sponsorship. b. venue marketing.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. ambush marketing. d. national sponsorship. e. event marketing.

Answer: b Diff: 1 Type: MC Page Reference: 296 Skill: Recall 17) Sony paid $10 million to put their name on a concert hall in Toronto. This is an example of a. ambush marketing. b. venue sponsorship. c. event marketing. d. sports sponsorship. e. event sponsorship.

Answer: b Diff: 2 Type: MC Page Reference: 296 Skill: Applied 18) Companies like General Motors, Bell Canada, and RBC invest so much into sports marketing because of their need for the two key indicators of success in this area: brand awareness and a. guaranteed value-added sponsorships. b. coach or player appearances. c. regular seat tickets. d. brand association with the event. e. a luxury box.

Answer: d Diff: 3 Type: MC Page Reference: 299

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 19) The concept of value-added sponsorships is thriving in sports marketing. If SportChek was looking to take advantage of value-added sponsorships, the key would be a. a lucrative player endorsement. b. selecting the right building obtain the rights to. c. selecting the right target market. d. setting the appropriate objectives. e. the marketing communications plan.

Answer: a Diff: 3 Type: MC Page Reference: 298 Skill: Applied 20) JC Penny participates in ____________ by participating with the Academy Awards, in other words, the "Super Bowl for Women." a. culture and the arts sponsorship b. cause marketing sponsorship c. sports sponsorship d. ambush marketing e. entertainment sponsorship Answer: e Diff: 2 Type: MC Page Reference: 299 Skill: Applied 21) Motorola sponsors the Toronto International Film Festival because this type of sponsorship reaches a "__________" audience rather than a "mass" audience. a. younger b. low-income c. diverse d. sizeable

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. upscale Answer: e Diff: 2 Type: MC Page Reference: 300 Skill: Applied 22) What separates cultural events from sports and entertainment events? a. the timing of the events b. the cost of the events c. the average income of the audience d. the size of the audience e. the venue for the event Answer: d Diff: 2 Type: MC Page Reference: 300 Skill: Recall 23) The primary benefit that companies such as BMW and Nissan gain by sponsoring the arts is a. goodwill. b. an increase in sales. c. brand loyalty. d. brand insistence. e. an increase in profit.

Answer: a Diff: 3 Type: MC Page Reference: 300 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

24) CIBC's sponsorship of the Canadian Breast Cancer Foundation CIBC "Run for the Cure," where the overall goals is to raise funds to help find a cure for cancer, is an example of a. cause-related marketing. b. culture and arts sponsorship. c. entertainment sponsorship. d. television sponsorship. e. sports sponsorship.

Answer: a Diff: 2 Type: MC Page Reference: 301 Skill: Applied 25) Degree deodorant's sponsorship association with TSN and the Degree Poker Championship allowed for a strong brand linkage of a deodorant for a man who takes calculated risks. This type of sponsorship is called a. event. b. sports. c. culture. d. television. e. cause.

Answer: d Diff: 3 Type: MC Page Reference: 301 Skill: Applied 26) The need for companies to be differentiated within events they sponsor calls for a. more lower level competitor sponsors. b. more companies to share the cost. c. exclusivity. d. a wider target audience. e. more advertising.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 303 Skill: Recall 27) Which of the following is NOT a key principle that companies should follow to ensure effective event marketing. a. Use sponsorships to complement other promotional activity. b. Formalize selection criteria. c. The size of the target audience reached by the event is most critical. d. Select an event with an image that sells. e. Select events offering exclusivity.

Answer: c Diff: 3 Type: MC Page Reference: 303-304 Skill: Recall 28) If Visa wanted to measure the benefits of its involvement with the Toronto International Film Festival (TIFF), which of the following would NOT be measured? a. awareness b. sales c. new clients d. timeliness e. image Answer: d Diff: 3 Type: MC Page Reference: 306-307 Skill: Applied 29) A general rule is that for every dollar spent on securing the rights for the event, $__________ should be spent to promote the relationship to the event.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. 5 b. 4 c. 2 d. 1 e. 3 Answer: e Diff: 2 Type: MC Page Reference: 307 Skill: Recall 30) Pepsi-Cola and Frito Lay sponsor the Super Bowl because it allows them to leverage the affiliation consumer and trade promotions. This is an example of a. choosing the target carefully. b. using sponsorships to complement promotional activities. c. exclusivity. d. formalizing selection criteria. e. ambush marketing.

Answer: b Diff: 3 Type: MC Page Reference: 307 Skill: Applied 31) The industry benchmark for sports sponsorship in Canada is that for every $1 spent on sponsorship, the sponsor enjoys $__________ in exposure. a. 5 b. 2 c. 1 d. 3 e. 4 Answer: e Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 307 Skill: Recall 32) Companies conduct research to determine the impact of the sponsorship association.

Which is NOT one of the indicators that would be looked at? a. awareness b. image c. sales d. new clients e. financial resources Answer: e Diff: 3 Type: MC Page Reference: 307 Skill: Applied 33) The first stage in the event marketing planning process is a. event measurement. b. event objectives. c. event concept and design. d. event strategy. e. IMC planning.

Answer: c Diff: 1 Type: MC Page Reference: 310 Skill: Recall 34) Once the event concept and design has been established, the next step in the event marketing planning process is to determine the a. situation analysis. b. event execution. c. event objectives.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. measurement and evaluation. e. event strategy.

Answer: c Diff: 1 Type: MC Page Reference: 311 Skill: Recall 35) The final stage in the event marketing planning process is usually a. IMC strategy. b. financial resources. c. measurement and evaluation. d. event execution. e. event strategy.

Answer: c Diff: 1 Type: MC Page Reference: 312 Skill: Recall 36) According to the textbook, key influences on theme development for an event are a. mission statement and marketing objectives. b. time of year and target market c. one's imagination and money. d. history of the firm and management. e. time and money.

Answer: c Diff: 3 Type: MC Page Reference: 309 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

37) _____________ of an event needs to be carefully linked with the target audience.

For example, business trade shows are usually scheduled on weekdays where consumer shows happened during evenings or weekends. a. Costing b. Suppliers c. Layout d. Location e. Timing Answer: e Diff: 2 Type: MC Page Reference: 310 Skill: Applied 38) When designing the event it is key that the ___________ is in keeping with the positioning of the event, the sponsoring company, and the product. a. suppliers b. speakers c. meals d. venue e. All of the above Answer: e Diff: 2 Type: MC Page Reference: 310 Skill: Applied 39) Which of the following would NOT be a common event and sponsorship objective? a. quality of the audience reached b. sales of sponsor products c. frequency d. size of audience reached e. profit

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 3 Type: MC Page Reference: 311 Skill: Recall 40) A critical event planning tool is a schedule of daily events, which is also called a a. bump-in. b. to do list. c. run sheet. d. daily sheet. e. strategy.

Answer: c Diff: 1 Type: MC Page Reference: 311-312 Skill: Recall 41) The planner of the event must identify the essential features and benefits of the event.

They include all but a. purpose to entertain. b. a learning experience. c. have fun with friends. d. marketing. e. expertise of others.

Answer: d Diff: 2 Type: MC Page Reference: 313 Skill: Recall 42) One of the critical elements of event marketing strategy involves identifying the essential features and benefits of the event that can be used in messages to the target audience. This falls under the __________ heading in an event marketing strategy. a. pricing strategy

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. product strategy c. sales strategy d. promotion strategy e. advertising strategy Answer: b Diff: 2 Type: MC Page Reference: 312 Skill: Recall 43) If a company was looking at establishing a pricing strategy for an event, it would need to ensure the __________ relationship was congruent for the target audience. a. safety-risk b. external supplier c. price-value d. timing e. bump-in Answer: c Diff: 2 Type: MC Page Reference: 313 Skill: Applied 44) Pricing strategy for an event involves deciding how much to charge for the event and a. how much profit will be made. b. how many tickets will be sold. c. when the event will take place. d. where the event will take place. e. a plan for purchasing tickets.

Answer: e Diff: 2 Type: MC Page Reference: 313-314

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 45) When CN was initially deciding on its CN Canadian Women's Open, initial marketing communication decisions for an event were __________ decisions. a. branding b. short term c. easy d. positioning e. cost Answer: a Diff: 2 Type: MC Page Reference: 314 Skill: Applied 46) Which of the following is NOT a usual element of the marketing communications strategy for an event? a. publicity b. sales promotion c. Internet d. public relations e. advertising Answer: b Diff: 3 Type: MC Page Reference: 314 Skill: Applied 47) Site selection is an important part of planning an event. Which of the following is NOT a key factor influencing site selection? a. the primary field of play (i.e., the theatre or room where the main event will be held) b. size of the event c. availability of accommodation, food, etc. d. availability of on-site technical support

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. proximity of the venue to users of your product.

Answer: e Diff: 2 Type: MC Page Reference: 315-316 Skill: Recall 48) If Rogers was working on the marketing execution of an upcoming event, which of the following would NOT be an important decision in the "site selection and staging" portion of the event marketing execution? a. room layout b. lighting c. rehearsal d. accommodations e. staffing Answer: e Diff: 2 Type: MC Page Reference: 315-317 Skill: Applied 49) The setting up of structures and other equipment at an event is called setup or a. bump-out. b. venue. c. bump-up. d. tear-up. e. bump-in.

Answer: e Diff: 1 Type: MC Page Reference: 318 Skill: Recall 50) The process of dismantling everything after an event is called

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. bump-out. b. bump-down. c. bump-up. d. breakdown. e. bump-in.

Answer: a Diff: 1 Type: MC Page Reference: 318 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Describe what is meant by experiential marketing. Cite an example to support your description.

Answer: Experiential marketing is a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways. Answers will vary depending on example used.

Diff: 3 Type: ES Page Reference: 289 Skill: Applied 2) Why is shopper marketing considered a component of experiential marketing? Give an example of experiential marketing you experienced that illustrates this?

Answer: Shopper marketing involves understanding how consumers behave as shoppers in all channels and then targeting these channels with appropriate marketing communications to enhance the sales of a brand. Since 3 out of 4 purchase decisions are made in-store this becomes a critical component of experiential marketing. Having the in-store experience should be emotional, relevant, and memorable so the brand selected is yours.

Examples will vary.

Diff: 3 Type: ES Page Reference: 291 Skill: Applied 3) What is the difference between event marketing and event sponsorship?

Answer: Event marketing is the process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme.

Event sponsorship is the financial support of an event in exchange for advertising privileges associated with that event. With event sponsorship the event preexists; with event marketing it can be created specifically for a brand.

Diff: 2 Type: ES

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 292-294 Skill: Recall 4) Investment in event marketing and sponsorship is divided into five main areas. List and describe the areas.

Answer: 1. Sports (at amateur and professional levels for a team, event, and/or venue); 2. entertainment (concerts/shows, personalities, television); 3. festivals and fairs; 4. culture and the arts; and 5. causes (events or sponsorships of environment, health and wellness).

Television sponsorships are also an option.

Diff: 3 Type: ES Page Reference: 292 Skill: Recall 5) Identify the various levels of sports event marketing, citing an example of each.

Answer: Global (Olympics), International (Ryder Cup), National (Canadian Ice Skating Championships), Regional (Ontario Hockey League), and Local (Minor sports programs).

Answers will vary depending on examples chosen.

Diff: 3 Type: ES Page Reference: 294-295 Skill: Applied 6) Describe ambush marketing, citing an example to illustrate.

Answer: Ambush marketing is a strategy used by non-sponsor of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors.

Answers will vary depending on the example chosen.

Diff: 2 Type: ES Page Reference: 294

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 7) Why are brands looking more towards cause-related marketing? Provide an example of a brand that uses this form of sponsorship.

Answer: In today's competitive business world brands drive marketing, but as brand loyalty diminishes, marketing executives are searching for new ways to connect with consumers emotionally. Not-for-profit organizations are proving to be good business partners for achieving this goal. The consumer's feelings that are associated with the not-for-profit organization translate to goodwill towards the sponsoring brand.

Examples will vary.

Diff: 2 Type: ES Page Reference: 301 Skill: Applied 8) List the five principles when considering participation in event marketing. Why is it important to have these principles determined prior to looking for an event?

Answer: Select events offering exclusivity, use sponsorships to complement other promotional activities, choose the target carefully, select an event with an image that sells, and formalize selection criteria.

Event marketing needs to be proactively determined based on what is the best way to engage the target market for the brand. Simply jumping on the "event bandwagon" will not necessarily provide a ROI. Diff: 2 Type: ES Page Reference: 303-305 Skill: Applied 9) Identify the six indicators that are used to measure the benefits of sponsorship.

Answer: The six indicators are: awareness, image, new clients, sales, specific target reach, and media coverage.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 1 Type: ES Page Reference: 306-307 Skill: Recall 10) What benefit is not an immediate one when it comes to event marketing and sponsorship? Why? Answer: Sales are a benefit of event marketing and sponsorship. Because it takes time for a sponsor to become closely associated with an event, results in sales units, revenue and/or market share may not appear immediately following the event; it may take years.

Diff: 2 Type: ES Page Reference: 307 Skill: Applied 11) Identify the main steps in the event marketing planning process.

Answer: Event concept and design, event objectives, event strategy, event execution, and measurement and evaluation are the key steps.

Diff: 1 Type: ES Page Reference: 308, Figure 10.15 Skill: Recall 12) What are the key considerations that take place in designing the event?

Answer: Once the concept decisions have been made key decisions involve selection of a venue, room layout, technical requirements, food and beverage requirements, material suppliers, and hotel room availability.

Diff: 2 Type: ES Page Reference: 310-311

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Recall 13) What is a run sheet? Why is it important?

Answer: A timeline chart is a chart that indicates when various planning activities start and finish.

It tracks what happens at the day of the event. The importance of the timeline chart is to keep track of all the logistics to show the critical path that will either make or break and event. It is a tool that aids in achieving a successful outcome.

Diff: 1 Type: ES Page Reference: 313 Skill: Applied 14) List and describe the key elements of an event marketing strategy.

Answer: The key elements are: product strategy (identifying the essential features and benefits of the event, why should audience attend the event), pricing strategy (how much to charge for the event, when/where/how tickets will be sold), and marketing communications strategy (branding, what message will be delivered, advertising, public relations, Internet).

Diff: 2 Type: ES Page Reference: 313 Skill: Recall 15) In terms of events, what does "bump-in" and "bump-out" mean? Why are they important?

Answer: Bump-in is the setting up of structures and other equipment at an event. Bump-out is the process of dismantling everything after an event. Logistics is key to ensuring the professionalism of the event and that the experience of the attendees is as it was planned.

Diff: 2 Type: ES Page Reference: 318

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) A form of marketing that allows potential customers to form an emotional connection in a personally relevant and memorable way is called experiential marketing. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 289 Skill: Recall 2) Shopper marketing is essential since three out of four purchase decisions are made instore. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 291 Skill: Recall 3) Unilever’s goal is to motivate consumers to select their products for consumption. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 291 Skill: Recall 4) Honda can reach its target market more effectively than advertising with its sponsorship of the Honda Classic, a major golf event. This is one overall reason why event sponsorship works. a. True b. False Answer: a Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 292 Skill: Applied 5) Sports sponsorship is the largest in terms of dollars invested. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 294 Skill: Applied 6) At the 2012 Olympic Games in London, Adidas paid $155 million to be an official sponsor. Nike upstaged Adidas by having athletes wear chartreuse Nike Volt Flyknit shoes. This is an example of ambush marketing. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 295 Skill: Applied 7) Sports sponsorship occurs only at the professional level. a. True b. False Answer: b Diff: 1 Type: TF Page Reference: 294 Skill: Recall 8) The money that Air Canada paid to have its name on the Air Canada Centre in Toronto is an example of sports sponsorship. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: TF Page Reference: 296 Skill: Applied 9) Reebok is using high levels of public relations and media exposure, to accompany their sponsorship agreement with Sidney Crosby. This is called value-added sponsorship. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 298 Skill: Applied 10) Film and other types of theatre festivals are now popular with marketing decision makers as organizers are offering customized packages better suited to sponsor's unique needs. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 299 Skill: Recall 11) The Toronto International Film Festival (TIFF) is marketing to reach a "class" audience with its glamorous appeal and worldwide exposure. As a festival sponsorship opportunity it has developed a waiting list for platinum sponsors offering a strong value proposition. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 300

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 12) What separates cultural events from sports and entertainment events is the audience size. Cultural events attract a smaller, but more influential audience. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 300 Skill: Recall 13) Cause marketing allows companies to connect with its audience on a logical level. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 301 Skill: Applied 14) One of the hottest sponsorship properties in Canada is on Rogers Sportsnet channels and TSN hockey broadcasts. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 301 Skill: Applied 15) When choosing the target audience for an event, the size of the audience reached is more critical than the fit. a. True b. False Answer: b

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: TF Page Reference: 304 Skill: Applied 16) Companies should seek events that offer exclusivity as sponsorship opportunities. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 303 Skill: Recall 17) The success of the event is not really impacted by the effectiveness of the marketing communications strategy. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 303 Skill: Applied 18) Although sales are an important measure of the success of an event, the real sales benefit may take years to see. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 307 Skill: Recall 19) The most important in planning an event is a timeline chart. a. True b. False .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: TF Page Reference: 311 Skill: Recall 20) A schedule of daily events that shows the various dates, times and locations of activities at an event is called a run sheet. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 313 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Personal selling has evolved over the years. Describe the four distinct stages.

Answer: The first is consultative selling ‒ a form of selling that stresses open, two-way communication between a buyer and seller. The second is strategic selling ‒ a form of consultative selling that involves dealing with each customer as an individual, stressing that in the transfer of product information. The third is relationship selling ‒ a form of selling with the goal of developing a plan of action that establishes, builds, and maintains a long-term relationship with customers. The fourth is partnership selling ‒ a strategically developed long-tem relationship that involves selling products and providing comprehensive after-sales service and effective two-way communications to ensure complete customer satisfaction.

Diff: 2 Type: ES Page Reference: 326-328 Skill: Recall 2) What considerations are needed in order to develop a positive self-image?

Answer: Attention to personal appearance and hygiene, suitable style of dress, positive attitude, good manners, confident handshake and voice, appropriate gestures and facial expressions, eye contact and enthusiastic approach and presentation.

Diff: 3 Type: ES Page Reference: 330 Skill: Applied 3) Use an example to illustrate the seven steps in the personal selling process.

Answer: See Figure 11.8, page 336 for details.

Prospecting, pre-approach, approach, sales presentation, handling objections, closing, and follow-up. Answers will vary depending on the example used.

Diff: 3 Type: ES Page Reference: 336

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 4) Discuss the six tips for successful selling described in the textbook.

Answer: From Figure 11.11, page 340.

1. Selling skills are learned skills ‒ knowledge and practice are essential 2. The salesperson is the most important product ‒ project a positive image 3. Emotions, feelings, and relationships are important ‒ create positive emotions through effective communications 4. Preparation is crucial ‒ you may not get a second chance 5. Negation skills are important ‒ deal with any and all concerns raised 6. Always be closing ‒ plan with the end in mind Diff: 3 Type: ES Page Reference: 340 Skill: Recall 5) The nature of selling is changing rapidly. Discuss three ways that selling strategies need to adapt to a changing business environment.

Answer: 1. Traditionally selling has been thought of as an individual effort. Today selling is team effort involving everyone in the organization.

2. Companies sell relationships, not products ‒ determine what resources can give the customer an edge 3. Technology is changing selling ‒ less time is now spent in personal contact while more time is devoted to electronic contact and activities designed to service and retain customers.

Diff: 2 Type: ES Page Reference: 341-342 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Face-to-face communication involving the presentation of features and benefits of a product or service to a buyer is called a. public relations. b. sales promotion. c. personal selling. d. presenting. e. direct marketing.

Answer: c Diff: 1 Type: MC Page Reference: 322 Skill: Recall 2) Personal selling can be divided into three main areas: retail selling, business-tobusiness selling, and a. direct selling. b. consultative selling. c. features and benefits selling. d. B2B selling. e. non-retail selling.

Answer: a Diff: 2 Type: MC Page Reference: 323 Skill: Recall 3) At Future Shop, an electronics store, salespeople spend time with customers offering courteous service, and then close the sale on site. This is an example of a. business-to-business selling. b. order taking. c. retail selling. d. direct selling. e. telemarketing.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: c Diff: 2 Type: MC Page Reference: 323 Skill: Applied 4) The quality of service offered at the point of purchase and the degree of satisfaction the customer receives usually influence ___________ in retail selling. a. competitors b. repeat transactions c. qualifying incoming leads d. the manager e. add-on sales Answer: b Diff: 3 Type: MC Page Reference: 323 Skill: Applied 5) Avery direct selling job is to qualify customers. This means her role is to assess if a prospect needs a product, has the authority to buy it, and a. was satisfied with the last purchase from her company. b. has the ability to pay for it. c. needs to obtain it in the next six months. d. knows the price. e. trusts the company she works for.

Answer: b Diff: 1 Type: MC Page Reference: 325 Skill: Applied 6) Shakira's job requires her to generate leads, qualify leads, and collect market intelligence. Shakira works in the area of a. inside sales.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. online sales. c. field sales. d. telemarketing. e. customer service.

Answer: d Diff: 3 Type: MC Page Reference: 325 Skill: Applied 7) In this type of selling, salespeople either sell products for use in the production and sale of other products, or sell products to channel members who in turn resell them. a. retail selling b. in-home selling c. business-to-business selling d. direct selling e. telemarketing Answer: c Diff: 2 Type: MC Page Reference: 324 Skill: Recall 8) A Xerox salesperson selling a photocopier to another company for use in its daily operations is an example of a. business-to-business selling. b. retail selling. c. order taking. d. telemarketing. e. direct selling.

Answer: a Diff: 2 Type: MC

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 324 Skill: Applied 9) An organization's external sales representatives who regularly call on customers to pursue orders are also called the company's a. telemarketing sales force. b. field sales force. c. online sales force. d. inside sales force. e. direct sales force.

Answer: b Diff: 2 Type: MC Page Reference: 325 Skill: Recall 10) Telemarketing and online selling are two types of a. consultative selling. b. direct selling. c. personal selling. d. relationship selling. e. business-to-business selling.

Answer: b Diff: 2 Type: MC Page Reference: 325 Skill: Recall 11) A form of selling that stresses open, two-way communication between a buyer and a seller is called a. direct selling. b. order taking. c. consultative selling. d. strategic selling.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. relationship selling.

Answer: c Diff: 1 Type: MC Page Reference: 326-327 Skill: Recall 12) David wants to implement the consultative selling process. That means his initial task with a customer is to a. make a sales presentation. b. discover a need or set of needs. c. do a lot of talking. d. take an order. e. highlight the features and benefits of their product.

Answer: b Diff: 2 Type: MC Page Reference: 326 Skill: Applied 13) __________ selling stresses open two-way communication between sellers and buyers. a. Strategic b. Consultative c. Personal d. Business-to-business e. Retail Answer: b Diff: 1 Type: MC Page Reference: 326-327 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

14) A form of consultative selling that involves dealing with each customer as an individual, stressing that in the transfer of product information is called a. sales promotion. b. strategic selling. c. relationship selling. d. direct selling. e. consultative selling.

Answer: b Diff: 1 Type: MC Page Reference: 327 Skill: Recall 15) Peter sells industrial chemicals. He works hard to deal with each customer as an individual and tailors his presentations to show his customers how his products will meet their unique needs. Peter is practicing a. order taking. b. telemarketing. c. direct selling. d. consultative selling. e. strategic selling.

Answer: e Diff: 3 Type: MC Page Reference: 327 Skill: Applied 16) A form of selling with the goal of developing a plan of action that establishes, builds, and maintains a long-term relationship with customers is called a. long term selling. b. strategic selling. c. consultative selling. d. direct selling. e. relationship selling.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 2 Type: MC Page Reference: 327 Skill: Recall 17) Sue sells industrial paper. She works hard to build a long-term relationship with customers and believes in building rapport and trust with her customers. Sue is practicing a. relationship selling. b. long term selling. c. transactional selling. d. consultative selling. e. strategic selling.

Answer: a Diff: 3 Type: MC Page Reference: 327 Skill: Applied 18) A good salesperson develops a __________ strategy so as to have a plan on how to identify customer needs, summarize benefits, and prepare for potential objections. a. daily b. script c. relationship d. to do list e. presentation Answer: e Diff: 1 Type: MC Page Reference: 328 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

19) Inside a selling strategy the salesperson must effectively position the product in the customer's mind by relating the right benefits to a unique ___________ or situation that the customer presents. a. presentation b. style c. problem d. goal e. perspective Answer: c Diff: 3 Type: MC Page Reference: 327 Skill: Applied 20) A strategically developed long-term relationship that involves selling products and providing comprehensive after-sales service and effective two-way communications to ensure complete customer satisfaction is also called a. strategic selling. b. relationship selling. c. partnership selling. d. presentation selling. e. personal selling.

Answer: c Diff: 2 Type: MC Page Reference: 329 Skill: Recall 21) Changing conditions in the marketplace have fostered the concept of __________ selling. a. partnership b. direct c. presentation d. retail

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. negotiation Answer: a Diff: 3 Type: MC Page Reference: 329 Skill: Recall 22) Abdul wants to be a successful salesperson. To do so he must focus on three primary areas: verbal communications, non-verbal communications and a. personal characteristics. b. body language. c. consulting skills. d. relationships. e. presentation skills.

Answer: a Diff: 2 Type: MC Page Reference: 329 Skill: Applied 23) What advice, with respect to personal characteristics, would you give to someone wanted to be successful in personal selling? a. Be patient and let customers come to you. b. Be the "know-it-all." c. Be timid letting the customer appear in control. d. Stand firm so the customer does not think they can push you around. e. Be a good listener.

Answer: e Diff: 3 Type: MC Page Reference: 330 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

24) If you were asked to give advice to someone on how to develop a positive self-image, what would you discuss? a. good manners b. eye contact c. suitable attire d. attention to personal appearance e. All of the above will help develop a positive self-image Answer: e Diff: 2 Type: MC Page Reference: 330 Skill: Applied 25) Successful salespeople effectively blend together verbal and __________ communications. a. visual b. written c. personal d. digital e. non-verbal Answer: e Diff: 2 Type: MC Page Reference: 330 Skill: Recall 26) Diego is involved in a complex sales situation and in order to meet his customer's needs, he needs to bring together various products and services to form a solution for his customer. This is called a. direct selling. b. consultative selling. c. strategic selling. d. product configuration. e. combination selling.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 2 Type: MC Page Reference: 332 Skill: Applied 27) Preparation and knowledge is key to the success of a salesperson. Knowledge is divided into three areas: product knowledge, company knowledge, and a. customer knowledge. b. service knowledge. c. competitor knowledge. d. price knowledge. e. self knowledge.

Answer: c Diff: 2 Type: MC Page Reference: 334 Skill: Recall 28) Which of the following is NOT a key aspect of product knowledge for a salesperson? a. price and delivery b. maintenance and service c. competitive offerings d. product development and quality improvement e. performance data and specifications Answer: c Diff: 2 Type: MC Page Reference: 332-333 Skill: Recall 29) The values, beliefs, norms, and practices shared by all employees of an organization is called the a. corporate knowledge.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. corporate culture. c. corporate mission statement. d. corporate personality. e. human resources policy.

Answer: b Diff: 1 Type: MC Page Reference: 333 Skill: Recall 30) Dupont Canada is a company that values innovation and customer service. All employees share the value and belief that the customer comes first. This illustrates the company's a. corporate culture. b. human resources policy. c. marketing plan. d. corporate knowledge. e. corporate mission statement.

Answer: a Diff: 3 Type: MC Page Reference: 333 Skill: Applied 31) Which of the following is NOT a key responsibility for a salesperson in a businessto-business? a. gather market intelligence b. follow up service c. promotional planning d. problem solving e. locating and maintaining customers Answer: c Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 335 Skill: Recall 32) The tangible aspects of a product, such as durability, design, and economy of operation are called the product's a. advantages. b. benefits. c. technical specifications. d. features. e. composition.

Answer: d Diff: 1 Type: MC Page Reference: 335 Skill: Recall 33) Red River College offers a Business Administration Program with small class sizes allowing students to get more individualized attention and support from instructors. The small class size is a product __________ and the fact that the get more individualized attention and support is a __________. a. benefit, advantage b. feature, attribute c. benefit, feature d. feature, characteristic e. feature, benefit Answer: e Diff: 1 Type: MC Page Reference: 335-336 Skill: Applied 34) Lara is a salesperson for HP. She spends a considerable amount of time systematically developing sales leads. When she does this she is working on which step in the personal selling process?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. situation analysis b. preparation c. prospecting d. pre-approach e. closing Answer: c Diff: 2 Type: MC Page Reference: 336 Skill: Applied 35) The process of calling on people or organizations without appointments or advance knowledge of them is called a. referral. b. qualifying. c. pre-approach. d. prospecting. e. cold canvas.

Answer: e Diff: 1 Type: MC Page Reference: 337 Skill: Recall 36) The process of gathering information about customers before actually making a sales contact is the a. approach. b. prospecting. c. suspecting. d. pre-approach. e. situation analysis.

Answer: d Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 337 Skill: Recall 37) Which of the following steps, in the seven essential steps in the personal selling process, takes the longest to complete? a. prospecting b. sales presentation c. closing d. handling objections e. pre-approach Answer: b Diff: 2 Type: MC Page Reference: 337 Skill: Applied 38) Louise has scheduled a __________ with her customer in order to show the product in action and substantiate the claims made about the product. a. follow up call b. pre-approach c. demonstration d. referral e. presentation Answer: c Diff: 1 Type: MC Page Reference: 337-338 Skill: Applied 39) Prospects almost always express resistance. An objection is really a. a start of a new relationship. b. a cue for more information. c. a point of agreement.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. a firm "no". e. an indication to end the sales call.

Answer: b Diff: 2 Type: MC Page Reference: 338 Skill: Applied 40) Jules just received an objection from his customer during a sales presentation. What would be the worst thing he could do with the customer in order to move forward? a. call upon the product itself b. strongly disagree c. discuss case studies d. talk about test results e. use testimonials Answer: b Diff: 3 Type: MC Page Reference: 338 Skill: Applied 41) Which of the following is an example of a closing cue? a. the buyer asks about delivery timelines b. the buyer intently reviews the brochure c. the buyer nods in agreement d. the buyer asks "What type of warranty do you provide?" e. All of the above.

Answer: e Diff: 3 Type: MC Page Reference: 338-339 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

42) Harry bought a new photocopier from Canon. Two days after the photocopier was installed, Harry felt he might have made the wrong decision. This illustrates a. a bad salesperson. b. follow-up service. c. the assumptive close. d. an uncertain close. e. cognitive dissonance.

Answer: e Diff: 2 Type: MC Page Reference: 339 Skill: Applied 43) __________ consists of asking for the order, and it is the most difficult step in the process of selling. a. Objection b. Closing c. Trial close d. Approach e. Pre-approach Answer: b Diff: 1 Type: MC Page Reference: 338 Skill: Recall 44) Larry Rosen, president of upscale clothier Harry Rosen, speaks of customers this way "We don't look at a person in terms of an immediate sale. We look at him in terms of potential lifetime value." This shows the importance of what step in the personal selling process? a. closing b. approach c. follow-up d. prospecting

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. objection handling Answer: c Diff: 3 Type: MC Page Reference: 339-340 Skill: Applied 45) Tom is a car salesman. He has been working with a customer for some time and feels that the customer is ready to buy. He asks for the order by saying "Would you like the red car or the blue car?" Which closing technique does this illustrate? a. summary-of-benefits close b. assumptive close c. direct close d. take-away close e. alternative-choice close Answer: e Diff: 2 Type: MC Page Reference: 339 Skill: Applied 46) Petra sells life insurance. She has spent several weeks and a number of meetings with a couple considering the purchase of life insurance. At the end of his most recent meeting with them she asked confidently "Can I sign you up for this insurance policy effective on Monday?" Which closing technique does this illustrate? a. take-away close b. summary of benefits close c. alternative-choice close d. direct close e. trial close Answer: d Diff: 3 Type: MC Page Reference: 339

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 47) Good sales people are always closing the sale a. with the “sixth sense.” b. at the end. c. at the start of a presentation. d. when the sales representative is certain a "yes" is imminent. e. with the pricing.

Answer: a Diff: 3 Type: MC Page Reference: 339 Skill: Applied 48) In the tips for successful selling offered in the textbook, this is considered "crucial." a. family contacts b. personal hygiene c. closing d. negotiation e. preparation Answer: e Diff: 2 Type: MC Page Reference: 340 Skill: Recall 49) To be successful in the future, salespeople and their companies must consider the importance of _________ in communicating with customers. a. quantifying b. teamwork c. prospecting d. linguistics e. cold-canvassing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 3 Type: MC Page Reference: 341 Skill: Recall 50) The key for the seller is to determine how the company's __________ can give the customer __________. a. salespeople; a profit b. salespeople; earnings c. resources; peace d. salespeople; solutions e. resources; an edge Answer: e Diff: 3 Type: MC Page Reference: 341 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Personal selling is divided into three main areas. What are these areas and how are they different?

Answer: Personal selling is divided into retail selling, business-to-business selling, and direct selling. Retail selling involves single or repeat transactions at point-of-purchase. The keys here are knowledgeable staff, and efficient and courteous service. Business-tobusiness involves highly trained salespeople calling on manufacturers, wholesalers, and institutions. The key here is to establish and build relationships. Direct selling involves contacting customers directly by telephone or other electronic means.

Diff: 2 Type: ES Page Reference: 323-326 Skill: Applied 2) Describe the difference between a field sales force and an inside sales force.

Answer: A field sales force is comprised of sales representatives who call on customers regularly.

They make presentations to existing and new customers and provide ongoing customer contact to establish a good business relationship. The inside sales force is an internal group of sellers, who accept orders from customers by telephone or by other means.

Diff: 2 Type: ES Page Reference: 325 Skill: Recall 3) Discuss the key elements of relationship selling.

Answer: See Figure 11.5, page 328. The three elements are personal strategy, selling strategy, and building relationships.

Diff: 3 Type: ES Page Reference: 328 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

4) Explain why organizations are adapting to the changing marketplace within partnership selling.

Answer: Changing conditions within the marketplace, such as the intensity of competition, the availability of copycat products, the need to constantly reduce costs, and the speed with which innovative products are introduced, necessitates a strong buyer-seller partnership.

Selling organizations must be willing to invest time and money into finding good solutions. Today's buyer is much more informed. Partnership selling is an extension of relationship selling. It involves a strategically developed, long-term relationship to sell products, provide comprehensive after-sales service, and encourage effective two-way communications to ensure complete customer satisfaction.

Diff: 3 Type: ES Page Reference: 329 Skill: Applied 5) What advice would you give someone who wanted to develop the personal characteristics necessary for success in selling?

Answer: Successful salespeople are self-confident, motivated, flexible, optimistic, and project a good image. Given time and proper training, poorly performing salespeople can be transformed. Self-image plays a critical role. The most important aspect is confidence.

To achieve this do not dwell on the past, develop some expertise in an area, and develop a positive outlook.

Diff: 2 Type: ES Page Reference: 329-330 Skill: Applied 6) List some preparation tips that help lead one to selling success.

Answer: See page 331, Figure 11.6 for the complete list. Learn from mistakes and move forward, become an expert, maintain a positive outlook, personalize the presentation are a few noted.

Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: ES Page Reference: 331 Skill: Applied 7) Discuss the intangible skills that separate successful salespeople from everyone else.

Answer: They are persistent, they set goals, they listen, they are passionate, they are enthusiastic, they keep in touch, and they work hard.

Diff: 3 Type: ES Page Reference: 332 Skill: Recall 8) Selling requires advance preparation in three knowledge areas. Describe these three areas.

Answer: The first is product knowledge (product development and quality improvement processes, performance data and specifications, maintenance and service, and price and delivery).

The second is company knowledge (corporate culture), and the third is competitor knowledge (know the same as that for own products but use it to better position your own).

Diff: 1 Type: ES Page Reference: 332-334 Skill: Recall 9) Explain the four key areas of responsibility for a salesperson.

Answer: Gathering market intelligence ‒ customer information, trends in the market place, competitive knowledge Problem solving ‒ asking, listening, and providing information and advice Locating now and maintaining current customers Follow-up service

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: ES Page Reference: 335 Skill: Recall 10) What are the key activities undertaken by salespeople in the prospecting step of the selling process?

Answer: Prospecting is a procedure for systematically developing sales leads by following up on referrals, cold canvassing, and managing database leads (published lists, trade shows, telemarketing, etc.).

Diff: 2 Type: ES Page Reference: 336-337 Skill: Recall 11) Discuss the difference between a feature and a benefit, citing an example to illustrate.

Answer: Features are tangible aspects of a product, such as durability, design, and economy of operation. Benefits are the values a customer attaches to a brand attribute. Answers will vary depending on the example used.

Diff: 2 Type: ES Page Reference: 335-336 Skill: Applied 12) List in order the seven essential steps in the personal selling process.

Answer: Shown in Figure 11.8 on page 336.

Prospecting, pre-approach, approach, sales presentation, handling objections, closing, and follow-up.

Diff: 1 Type: ES

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 336 Skill: Recall 13) What is the difference between a trial close and closing?

Answer: Closing consists of asking for the order at the appropriate time.

A good salesperson attempts a close whenever a point of agreement is made with the buyer. The seller is measuring level of commitment. If the buyer says "no" the close is referred to as a trial close, or an attempt to close that failed. The salesperson simply moves on to the next point in the presentation.

Diff: 3 Type: ES Page Reference: 338-339 Skill: Applied 14) List the five commonly used closing techniques and illustrate by using an example for each.

Answer: See Figure 11.10 on page 339.

The five closes are the assumptive close, alternative-choice close, summary-of-benefits close, take-away close, and direct close. Answers will vary depending on the examples used.

Diff: 3 Type: ES Page Reference: 339 Skill: Applied 15) What does "companies sell relationships, not products" mean?

Answer: This relates to organizations that believe in the value of relationship marketing. Getting an order or making a sale is simply one step ‒ the start of a new relationship.

Diff: 3 Type: ES

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 341 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Advertising and promotions create awareness and interest, whereas personal selling creates desire and action. a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 322 Skill: Applied 2) When a sales representative from Kraft call on the head office of a grocery chain such as Safeway, they are engaged in retail selling. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 323 Skill: Applied 3) Generally speaking, a low-key approach involving positive customer contact is the best way to ensure sales success in retail. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 323 Skill: Recall 4) Telemarketing decreases productivity by increasing direct-selling costs. a. True b. False Answer: b Diff: 2 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 325 Skill: Applied 5) Two types of direct selling are telemarketing and online selling. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 325 Skill: Recall 6) Selling has evolved since the 1970s, passing through three distinct stages: consultative selling, relationship selling, and partnership selling. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 326 Skill: Recall 7) Consultative selling takes strategic selling to the next level. a. True b. False Answer: b Diff: 1 Type: TF Page Reference: 326-327 Skill: Recall 8) Luis wants to develop a strong relationship strategy. This means he wants to successfully establish, build, and maintain customers. a. True b. False Answer: a

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 2 Type: TF Page Reference: 327 Skill: Applied 9) Partnership selling is also called Customer Relationship Management or CRM. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 329 Skill: Recall 10) To be successful, a salesperson must focus on three primary areas: personal characteristics, verbal communications, and non-verbal communications. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 330 Skill: Recall 11) A salesperson is born with the personal characteristics required to be an effective salesperson or not; it is difficult to train a person to exhibit these personal characteristics. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 330 Skill: Applied 12) A salesperson needs to take wardrobe into consideration since it can make a significant impact in building one's credibility and likeability with customers. a. True .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. False Answer: a Diff: 3 Type: TF Page Reference: 330 Skill: Applied 13) Product configuration is especially important in complex selling situations. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 332 Skill: Applied 14) It is important for a salesperson to know how a product was developed, how much it cost to develop, and why it was developed since a company's focus on research and development can be a competitive advantage in a sales presentation. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 332-333 Skill: Applied 15) Good salespeople know the competitors' products almost as well as their own. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 334 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

16) The primary tasks of a salesperson are to gather market intelligence, solve customer's problems, locate and maintain customers, and provide follow-up service. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 335 Skill: Recall 17) Durability, design, and economy of design can all fall under product benefits. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 336 Skill: Applied 18) In demonstrations it is best to maintain control over product performance by having only the salesperson interact with the product. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 337-338 Skill: Applied 19) Good salespeople know when to close is often referred to as the "sixth sense" of selling. a. True b. False Answer: a Diff: 3 Type: TF

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Page Reference: 339 Skill: Recall 20) A salesperson's job is done once the deal has been closed and the product paid for. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 339-340 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Describe the three primary methods a research can use to collect data. Pick a product and describe how each of the different methods could be used to aid the marketing manager with determining next year's integrated marketing communication program.

Answer: Surveys ‒ data collected systematically through some form of communication with a representative sample by means of a questionnaire that records responses.

Observation ‒ form of research in which the behaviour of the respondent is observed and recorded; may be by personal or electronic means.

Experiments ‒ research in which one or more factors are manipulated under controlled conditions while other elements remain constant so that the respondent's actions can be evaluated.

Examples will vary.

Diff: 2 Type: ES Page Reference: 350-351 Skill: Applied 2) Discuss the four methodologies for collecting primary survey research. Include the advantages and disadvantages of each.

Answer: See Figure 12.4, page 354 Diff: 3 Type: ES Page Reference: 354 Skill: Applied 3) Discuss the managerial approach for evaluating creative that may be used by clients.

Answer: Creative may be evaluated using the following criteria: ‒ In terms of content, does the advertisement communicate the creative objectives and reflect the positioning strategy of the brand? ‒ In terms of how the ad is presented (execution and strategy) does it mislead or misinterpret the intent of the message? ‒ Is the ad memorable?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

‒ Is the brand recognition effective? ‒ Should the advertisement be researched?

Diff: 3 Type: ES Page Reference: 355-356 Skill: Recall 4) List the common techniques used to measure the effectiveness of creative. Provide an example of each.

Answer: The common techniques are: recognition and recall testing, opinion-measure testing, and physiological-response testing.

Answers will vary depending on the examples provided.

Diff: 3 Type: ES Page Reference: 356-357 Skill: Applied 5) Describe how an organization could measure the impact of its social media efforts.

Answer: Essentially, there are two ways to measure social media communications: on-going analytics and campaign-focused metrics. Ongoing analytics tracks activity over time. For example, how much buzz did a campaign generate and what was the nature of the conversation?

In contrast, campaign-focused metrics generate hard and fast numbers that help justify the investment. Numeric indicators involving reach, engagement, share of voice, and conversions are evaluated. Reach figures are a reflection of the impact of the social content. Remember, the quality of the creative plays a role in attracting attention and conversation. Reach indicators include the number of likes on Facebook, followers on Twitter, video views, subscribers on a YouTube channel, and LinkedIn connections.

Engagement is measured by determining how many people actually interacted with a message. Therefore, if a campaign includes several messages (different creative), an advertiser can determine what type of message followers like the most. A follower engages with a brand message and cares enough to do something about it. The extent of engagement is determined by the number of clicks, shares, and comments on Facebook; retweets and mentions on Twitter; and ratings for videos on YouTube. .

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Share of voice, or how large a share of the conversation it has when compared to competitors, can be an important measure. Dividing the brand conversation by industry conversation will give a brand its share of voice. If a competitor has a much higher share of voice, it would be wise to analyze the social media practices of the competitor.

Conversion is a measure of how many people actually took the desired action after exposure to a message. Conversion metrics include actions such as email subscriptions, content subscriptions, registration for content downloads, and online sales. Obtaining figures like these typically requires the services of Google Analytics. Their service can track which visitors arrive at an organization’s website from the links an advertiser provides on social media.

The viral nature of social media can be another means of measuring success. For example, Dove (a Unilever brand) created a video titled “Dove Beauty Sketches.” The video featured an FBI-trained forensic artist sketching women to show them how their self-image differed from how others see them. In one month the video reached more than 100-million views across various social media channels. The video also earned Dove much free publicity.

Diff: 3 Type: ES Page Reference: 359-360 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) An organization's desire to remain competitive and be knowledgeable about consumers' changing needs makes it necessary to collect appropriate __________ before and after critical decisions are made. a. objectives b. samples c. data d. information e. analysis Answer: d Diff: 3 Type: MC Page Reference: 347 Skill: Recall 2) The marketing function that links the consumer to the marketer through information is a. technology. b. information technology. c. marketing planning. d. marketing research. e. brand management.

Answer: d Diff: 1 Type: MC Page Reference: 347 Skill: Recall 3) Market research is a form of a. hypothesis. b. validity. c. insurance. d. consistency. e. reliability.

Answer: c

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 1 Type: MC Page Reference: 347 Skill: Recall 4) A research procedure's ability to measure what it is intended to measure is called a. hypothesis. b. marketing research. c. consistency. d. reliability. e. validity.

Answer: e Diff: 1 Type: MC Page Reference: 348 Skill: Recall 5) Nike is collecting and recording new data to resolve a problem. They are performing a. validity. b. reliability. c. secondary research. d. primary research. e. research objective.

Answer: d Diff: 1 Type: MC Page Reference: 348 Skill: Applied 6) Bell Canada contacted 1000 customers and surveyed them to find out their opinions on Bell Canada and its competitors. This is an example of a. a validity test. b. primary research. c. a reliability test.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

d. secondary research. e. a hypothesis.

Answer: b Diff: 2 Type: MC Page Reference: 348 Skill: Applied 7) A statement of what outcomes are predicted in a marketing research investigation is also called a a. problem definition. b. sampling frame. c. hypothesis. d. research objective. e. primary statement.

Answer: c Diff: 1 Type: MC Page Reference: 348-349 Skill: Recall 8) A statement that outlines what the marketing research is to accomplish is called a a. hypothesis. b. research objective. c. probability sample. d. problem definition. e. sampling frame.

Answer: b Diff: 2 Type: MC Page Reference: 349 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

9) A marketing department at a university wanted to conduct research to test their ___________ that cognitive dissonance occurred with low-involvement impulse products. a. research objective b. hypothesis c. secondary data d. theory e. sample frame Answer: b Diff: 2 Type: MC Page Reference: 348-349 Skill: Applied 10) Eddie Bauer wants a representative portion of their entire target to be used to obtain information about their target market. They wish to use a. the population. b. a hypothesis. c. primary data. d. a sampling frame. e. a sample.

Answer: e Diff: 1 Type: MC Page Reference: 349 Skill: Applied 11) The first step in primary research is a. formulating objectives. b. creating a hypothesis. c. sample design. d. situation analysis. e. problem definition.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 2 Type: MC Page Reference: 349, Figure 12.1 Skill: Recall 12) In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a a. sample. b. population. c. universe. d. Both A and B are correct. e. Both B and C are correct.

Answer: e Diff: 2 Type: MC Page Reference: 349 Skill: Recall 13) Motorola Canada would like to conduct a marketing research study. For the study they would like to contact people who fit the following description "single or married men between the ages of 25 and 35 years of age living in cities with more than 1 million residents." In marketing research, this group of people is called the a. target market. b. hypothesis. c. population. d. sampling frame. e. sample.

Answer: c Diff: 2 Type: MC Page Reference: 349 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

14) In marketing research, a list used to access a representative sample of a population is called a a. sampling frame. b. non-probability list. c. mailing list. d. sample. e. target list.

Answer: a Diff: 2 Type: MC Page Reference: 349 Skill: Recall 15) Sears Canada would like to conduct a marketing research study with people who fit the following description: "single or married men between the ages of 25 and 35 years of age living in cities with more than 1 million residents." In order to access a sample of this group, Sears uses the telephone directory. The telephone directory is an example of a a. non-probability sample. b. mailing list. c. universe. d. target market. e. sampling frame.

Answer: e Diff: 2 Type: MC Page Reference: 349 Skill: Applied 16) In marketing research, a sample of respondents who are known to have an equal chance of being randomly selected from the sampling frame is called a(n) a. probability sample. b. sampling frame. c. equal sample. d. random sample.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. non-probability sample.

Answer: a Diff: 2 Type: MC Page Reference: 350 Skill: Recall 17) General Motors is conducting a telephone survey and uses a predetermined, systematic procedure for picking respondents from a telephone directory so that each respondent has an equal chance of being selected. This is a(n) a. non-probability sample. b. probability sample. c. population. d. unequal sample. e. random sample.

Answer: b Diff: 2 Type: MC Page Reference: 350 Skill: Applied 18) Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n) a. equal sample. b. population c. non-probability sample. d. random sample. e. probability sample.

Answer: c Diff: 2 Type: MC Page Reference: 350 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

19) A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgment of the researcher is a a. hypothesis. b. probability sample. c. sampling frame. d. random sample. e. non-probability sample.

Answer: e Diff: 1 Type: MC Page Reference: 350 Skill: Recall 20) A larger sample size offers __________ accuracy of the data collected at a __________ cost. a. greater; higher b. limited; controlled c. greater; lower d. lower; higher e. controlled; limited Answer: a Diff: 2 Type: MC Page Reference: 350 Skill: Applied 21) The systematic collection of data by communicating with a representative sample by means of a questionnaire is called a. online research. b. observation research. c. experimental research. d. survey research. e. secondary research.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: d Diff: 1 Type: MC Page Reference: 350 Skill: Recall 22) Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of a. a good survey. b. a probability sample. c. a sampling frame. d. fixed-response questioning. e. open-response questioning.

Answer: d Diff: 2 Type: MC Page Reference: 351 Skill: Applied 23) Retailers will conduct research in which the behaviour of the consumer is observed and recorded. This is called a. experimental research. b. exponential research c. observation research. d. secondary research. e. a test market.

Answer: c Diff: 1 Type: MC Page Reference: 351 Skill: Applied 24) Which of the following is NOT one of the primary means of contacting consumers when conducting surveys to collect quantitative data?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. test markets b. telephone interviews c. mail surveys d. online surveys e. personal interviews Answer: a Diff: 2 Type: MC Page Reference: 351 Skill: Applied 25) A local restaurant wants to develop a small questionnaire that patrons can use to provide feedback on their overall restaurant experience. If they want to be able to easily compare results from day-to-day and see if there are any issues or differences, what type of questions should they ask? a. open-ended b. classification c. fixed-response d. open-response e. screening Answer: c Diff: 3 Type: MC Page Reference: 351 Skill: Applied 26) Research in which one or more factors are manipulated under controlled conditions, while other elements remain constant so that the respondent’s reactions can be evaluated is called a. secondary research. b. experiential research. c. online research. d. exponential research. e. experimental research.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: e Diff: 2 Type: MC Page Reference: 351 Skill: Recall 27) Coca-Cola Canada has developed a new television ad and runs the ad in three major cities for four weeks in order to observe the potential impact before running the ad nationally. This is an example of a. test marketing. b. observational research. c. a focus group. d. secondary research. e. local research.

Answer: a Diff: 3 Type: MC Page Reference: 351 Skill: Applied 28) Which of the following statements is true about focus group data? a. Focus group data is very quantifiable in nature. b. Focus group data may be unreliable. c. Focus group data is usually representative of the entire population. d. People like to disagree with each other and express their opinions in focus groups. e. Most focus groups are held in only one location.

Answer: b Diff: 3 Type: MC Page Reference: 351 Skill: Applied 29) Which of the following is NOT one of the four primary ways of conducting surveys to collect quantitative data?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. telephone interviews b. focus groups c. mail d. personal interviews e. online Answer: b Diff: 2 Type: MC Page Reference: 351 Skill: Recall 30) If a university wanted to compare and contrast answers to a student survey on "university life" by year of study and gender, with the total number of responses then a ____________ would be conducted. a. frequency distribution b. data analysis c. data interpretation d. cross-tabulation e. tabulation Answer: d Diff: 2 Type: MC Page Reference: 353 Skill: Applied 31) The number of times each answer on a survey was chosen for a question could be shown on a a. tabulation. b. cross-tabulation. c. frequency distribution. d. data analysis. e. data interpretation.

Answer: c

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Diff: 1 Type: MC Page Reference: 353 Skill: Recall 32) Which of the following is NOT a disadvantage of using personal interviews as a survey method? a. more time needed b. interview bias possible c. higher cost d. low rate of participation e. respondents reluctant to respond Answer: d Diff: 2 Type: MC Page Reference: 354, Figure 12.4 Skill: Applied 33) Which of the following is NOT a common criterion for evaluating creative using the managerial approach? a. Is the ad misleading? b. Will be ad generate sales? c. Should the ad be researched? d. Does the ad communicate the creative objectives? e. Is the ad memorable?

Answer: b Diff: 3 Type: MC Page Reference: 354-355 Skill: Recall 34) Which of the following is NOT a common technique for measuring the effectiveness of creative? a. recognition testing

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

b. physiological-response testing c. frequency testing d. recall testing e. opinion-measure testing Answer: c Diff: 3 Type: MC Page Reference: 357-358 Skill: Applied 35) If Canadian Geographic wanted to test its target audience's awareness of a radio spot after the audience has been exposed to the message, it would be conducting a(n) a. recall test. b. recognition test. c. opinion-measure test. d. pre-test. e. physiological response test.

Answer: b Diff: 2 Type: MC Page Reference: 356 Skill: Applied 36) A car manufacturer wanted to conduct a post-test to measure their latest ad's impact by asking respondents to explain the key message of the ad. If no situational information is provided to help the respondents, they have chosen to conduct a(n) ____________ recall test. a. blind b. double-blind c. unaided d. aided e. blank Answer: c Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: MC Page Reference: 356 Skill: Applied 37) In a Starch readership test, responses are divided into three categories: noted, associated, and a. read most. b. recalled. c. related. d. recognized. e. memorized.

Answer: a Diff: 3 Type: MC Page Reference: 357 Skill: Recall 38) Facebook recommends that companies measure ________________ to tell how well a brand is doing in terms of conversation compared to competitors. a. engagement b. share of voice c. interaction rate d. blog postings e. hits Answer: b Diff: 3 Type: MC Page Reference: 360 Skill: Recall 39) A form of research yielding information about the effect of a commercial message on respondents' brand name recall, interest in the brand, and purchase intentions is called a. Starch readership testing. b. opinion-measure testing.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

c. physiological testing. d. day-after-recall testing. e. market testing.

Answer: b Diff: 3 Type: MC Page Reference: 357 Skill: Recall 40) Which of the following is a common physiological-response testing method? a. focus group b. test market c. pupilometer test d. Starch readership test e. day-after recall test Answer: c Diff: 2 Type: MC Page Reference: 358 Skill: Recall 41) Physiological-response testing is popular with researchers because a. these tests allow them to charge more. b. logical responses are the key to understanding consumers. c. emotions trigger physiological responses that can be measured. d. redemption rates are easily measured. e. physiological responses are very subtle.

Answer: c Diff: 2 Type: MC Page Reference: 358 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

42) Which of the following is a common way to measure and evaluate trade sales promotion? a. number of new product listings b. frequency of loyalty card usage c. redemption rate to coupon offers d. number of cash rebates forms returned e. number of contest entries received Answer: a Diff: 2 Type: MC Page Reference: 361 Skill: Applied 43) Which of the following is NOT a common way to measure and evaluate direct response communications? a. number of phone calls received b. number of new product listings c. actual sales from a particular offer d. degree of stickiness e. number of response cards received Answer: b Diff: 2 Type: MC Page Reference: 361 Skill: Applied 44) Measuring the effectiveness of ______________ is relatively easy since advertisers only pay for the ads' placement when people click on them, and they can also track when clicks translate into purchases. a. search ads b. ad views c. ad clicks d. visits e. hits

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: MC Page Reference: 359 Skill: Recall 45) Which of the following is NOT a common way to measure and evaluate public relations? a. impressions b. number of articles written c. clippings d. advertising equivalency e. ad views Answer: e Diff: 2 Type: MC Page Reference: 363 Skill: Applied 46) An organization that scans the print and broadcast media in search of a company's or brand's name is called a(n) a. equivalency service. b. media service. c. clipping service. d. communications service. e. advertising service.

Answer: c Diff: 3 Type: MC Page Reference: 363 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

47) __________ is a mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space. a. Stickiness b. Advertising equivalency c. Gross impressions d. Mathematical equivalency e. Day-after recall Answer: b Diff: 2 Type: MC Page Reference: 364 Skill: Recall 48) Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is a. brand sales. b. number of leads generated. c. number of people who sign up for a contest at an event. d. how well the event reaches the target audience. e. image perceptions.

Answer: e Diff: 3 Type: MC Page Reference: 365 Skill: Applied 49) Facebook offers a tool called "people taking about this," so tracking the number of messages about a brand and the number of people talking about a brand can be accomplished. What someone would be measuring is a. reach. b. volume. c. influence. d. share of voice.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

e. engagement.

Answer: d Diff: 3 Type: MC Page Reference: 360 Skill: Applied 50) Which of the following is NOT a common measure of the effectiveness of the Integrated Marketing Communications effort? a. market share b. customer satisfaction c. social responsibility d. impressions e. profit Answer: d Diff: 2 Type: MC Page Reference: 365-366 Skill: Applied

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Describe the difference between reliability and validity, as they pertain to marketing research.

Answer: Reliability is the degree of similarity of results achieved if another research study were undertaken under similar circumstances. Validity is a research procedure's ability to measure what it is intended to measure.

Diff: 2 Type: ES Page Reference: 348 Skill: Applied 2) Outline the basic steps of sample design.

Answer: Define the population, identify the sampling frame, determine the type of sample (probability or non-probability), and determine the sample size.

Diff: 2 Type: ES Page Reference: 349-350 Skill: Recall 3) What is the difference between open-response and fixed-response questions?

Answer: Open-response questioning occurs in a situation when a space is available at the end of a question where the respondents can add their comments. Fixed-response question are questions that are predetermined with set answers for respondents to choose from.

Diff: 1 Type: ES Page Reference: 351 Skill: Recall 4) Discuss the three primary methods that a researcher can use to collect data.

Answer:

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Surveys (data are collected systematically by communicating with a representative sample) observation (the behaviour of respondents is observed by personal, mechanical or electronic means), and experiments (variables are manipulated under controlled conditions to observe respondent's reactions.

Diff: 1 Type: ES Page Reference: 350-351 Skill: Recall 5) What is experimental research? Give an example to illustrate.

Answer: Experimental research is research in which one or more factors are manipulated under controlled conditions while other elements remain constant so that the respondent's actions can be evaluated. Test marketing is a form of experimental research.

Answers will vary depending on example used.

Diff: 2 Type: ES Page Reference: 351 Skill: Applied 6) Describe the difference between qualitative data and quantitative data, using examples to illustrate.

Answer: Qualitative data is usually collected from small samples in a controlled environment and describe feelings and opinions on issues. Quantitative data is measurable data collected from large samples and a structured research procedure.

Answers will vary depending on the examples chosen.

Diff: 3 Type: ES Page Reference: 351-352 Skill: Applied 7) Discuss the four primary means of contacting consumers when conducting surveys to collect quantitative data. How does the marketer choose the method to use?

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: Personal interviews ‒ a face-to-face interview Telephone interviews ‒ collection of information over the phone Mail interviews Online surveys A decision about which technique to use is based on three factors ‒ nature of information sought, cost and time, and location of respondents.

Diff: 3 Type: ES Page Reference: 353 Skill: Applied 8) What is the importance of data interpretation?

Answer: Data interpretation involves relating the accumulated data to the problem under view and the objectives and hypotheses of the research study. The process of interpretation uncovers solutions to the problem. The researcher draws conclusions that state the implications of the data for managers.

Diff: 1 Type: ES Page Reference: 353 Skill: Recall 9) What is the difference between pre-testing and post-testing in creative research?

Answer: Pre-testing is the evaluation of an advertisement, commercial, or campaign before it goes into final production or media placement to determine the strengths and weaknesses of a strategy and execution. Post-testing is the process of evaluating and measuring the effectiveness of an advertisement, commercial or campaign during or after it has run.

Diff: 2 Type: ES Page Reference: 356 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

10) Describe how opinion-measure testing can be used in a research setting. Why would a company want to do this?

Answer: Opinion-measure testing exposes an audience to test-commercial messages in the context of special television programs. In a research setting, respondents view commercials on a large screen or on television monitors. Once all the ads are viewed, participants respond to a series of questions. The test measures three attributes: the audience's awareness of the commercial based on brand name recall, the extent to which the main idea of the ad is communicated, and the effect the commercial could have on purchase motivation.

Diff: 2 Type: ES Page Reference: 357 Skill: Applied 11) Discuss the main methods for measuring and evaluating consumer and trade sales promotions.

Answer: The main methods for consumer promotions are: trial purchase by new customers, repeat purchases by existing customers, response rates to coupon offers, number of entries received for a contest, number of cash rebates, and brand loyalty. The main methods for trade promotions are: number of new listings, sales volume during a promotion, and the amount of merchandising support.

Diff: 2 Type: ES Page Reference: 360-361 Skill: Applied 12) Discuss the main methods for measuring and evaluating public relations communications.

Answer: Counting clippings, counting the number of impressions based on clippings, and advertising equivalency (a mathematical model that equates public relations to advertising value) are measures for PR. Another PR measure is website traffic. An analysis of pre-campaign and post-campaign traffic a website receives will indicate some degree of success. Many sales leads are the

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

result of calls-to-action listed on an organization’s website. As well, social media mentions are a measure of success. In addition to mentions, social media measurement can focus on conversations about the brand. Any lift in social conversation during or post-PR campaign will indicate the PR campaign had some impact. Social media networks such as Facebook, Twitter, Pinterest, Vine, and others are overflowing with users who interact with and follow brands. For each brand there are countless influencers and brand advocates who share status updates, tweets, videos, and pictures related to a brand. Granted, the potential impact of this type of activity is hard to measure but it does extend the reach of any planned advertising activity.

Diff: 3 Type: ES Page Reference: 363-364 Skill: Applied 13) What are the most common measures of an event's success?

Answer: The most common measures of an event's success are how well the event reached the target audience and how well the brand or company is associated with the event.

Diff: 2 Type: ES Page Reference: 364 Skill: Recall 14) Describe the elements that Facebook, the largest social media network by far, recommends that companies measure for social media.

Answer: There are five areas that Facebook recommends companies measure: volume (the number of messages there are about a brand and the number of people talking about a brand), reach (measures the extent of social media conversation about a brand and is a measure of potential audience size), engagement (assesses how people are participating with a brand and what they are doing to spread the content to others), influence (the degree of impact a person may have when discussing a brand), and share of voice (how well a brand is doing in terms of conversation compared to competitors).

Diff: 2 Type: ES Page Reference: 360

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 15) Explain some of the common methods for measuring the success of an integrated marketing communications campaign.

Answer: The common methods are increase in market share, productivity (new customers, awareness, brand image), profit, customer satisfaction, and social responsibility.

Diff: 2 Type: ES Page Reference: 365 Skill: Recall

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

1) Primary research is the process of collecting and recording new data to solve a particular problem; usually at a high cost. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 348 Skill: Recall 2) The first step in conducting primary research is setting the objectives and hypotheses. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 349, Figure 12.1 Skill: Recall 3) A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample. a. True b. False Answer: b Diff: 1 Type: TF Page Reference: 350 Skill: Recall 4) In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost. a. True b. False Answer: a Diff: 2

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Type: TF Page Reference: 350 Skill: Applied 5) The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 363 Skill: Applied 6) Test marketing is a form of observational research. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 351 Skill: Recall 7) Qualitative data is measurable data collected from large samples and structured research procedures. a. True b. False Answer: b Diff: 3 Type: TF Page Reference: 351 Skill: Recall 8) A major strength of focus groups is the reliability of the data generated. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: b Diff: 2 Type: TF Page Reference: 351 Skill: Applied 9) Quantitative data is gathered from structured questions with a large sample to ensure accuracy and reliability. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 352 Skill: Applied 10) Recruiting respondents to participate in online surveys is not only difficult but leaves the validity of the information collected in question. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 353 Skill: Applied 11) All online surveys require third party data transfer. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 353 Skill: Applied 12) When trying to determine if their product's level of brand awareness varies by gender, an organization would perform cross-tabulation on the data.

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

a. True b. False Answer: a Diff: 3 Type: TF Page Reference: 353 Skill: Applied 13) The editing stage of marketing research is done to ensure the responses are in line with the hypothesis. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 353 Skill: Applied 14) The process of counting various responses for each question in a survey is called tabulation. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 353 Skill: Recall 15) Online surveys offer quick results at a higher cost over traditional data collection methods. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 354, Figure 12.4

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Skill: Applied 16) A Starch readership test divides responses into three categories: noted, associated, and read most. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 357 Skill: Recall 17) In the broadcast media, particularly television, the use of DAR testing is common. a. True b. False Answer: a Diff: 2 Type: TF Page Reference: 357 Skill: Recall 18) Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured. a. True b. False Answer: a Diff: 1 Type: TF Page Reference: 358 Skill: Recall 19) Trial purchases by new customers is a common way to measure the effectiveness of sales promotions. a. True b. False

.

Test Bank to accompany Integrated Marketing Communications: Strategic Planning Perspectives, 5th Edition

Answer: a Diff: 2 Type: TF Page Reference: 360 Skill: Applied 20) If a company wanted to track a user's browsing patterns it is best to use response cards. a. True b. False Answer: b Diff: 2 Type: TF Page Reference: 358 Skill: Applied

.