TEST BANK PREPARED BY TA ANH THƯ
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy
1) A company's total marketing communications mix consists of a specific blend of advertising,sales
promotion, public relations, personal selling, and direct-marketing tools that the company uses to
communicate customer value and build customer relationships. Which of the following terms best
describes this set of communications tools?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification
2) Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct and digital marketing
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified
sponsor is called ________ and includes broadcast, mobile, print, and online forms.
A) sales promotion
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations
4) The use of short-term incentives to encourage the purchase or sale of a product or service is called
________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
5) Which of the following promotion tools involves building up a good corporate image and handling
unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct and digital marketing
D) public relations
E) advertising
6) Which of the following promotion categories is most likely to include the use of displays, discounts,
coupons, and demonstrations?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
7) ________ includes sales presentations, trade shows, and incentive programs.
A) Direct and digital marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers
and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
E) advertising
9) Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social
media?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
10) Which of the following promotion categories is most likely to use the promotion tools of press
releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct and digital marketing
C) advertising
D) public relations
E) horizontal diversification
11) In addition to the specific promotion tools, marketing communication requires ________ for greatest
impact.
A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers' representatives
D) the pubic relations staff work closely with the sales force
E) the promotion, product, price, and place be coordinated
17) Changes to the marketing communications model include that consumers are changing and are better
informed, that marketing strategies are changing and are moving from mass marketing, and that
________.
A) manufacturing processes are becoming more efficient
B) distribution of products worldwide is more feasible and cost-effective
C) segmenting and targeting of consumers are more detailed than ever before
D) digital technologies are changing the ways companies and customers communicate
E) retailing is more competitive with more sources of products available for consumers
18) Today's consumers do not need to rely on marketer-supplied information about products and services
because they can use ________ to seek out a wealth of information.
A) push strategies
B) direct and digital marketing
C) the Internet
D) personal selling
E) public relations
19) Which of the following statements is true regarding today's marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass
marketing.
B) More customers have started relying on marketer-supplied information rather than finding out
information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to increase
their dominance.
D) Focused marketing programs, which are designed to build closer relationships with
customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today's consumers are better informed about products and services.
20) Shifting away from mass marketing, marketers are developing ________ which are designed to build
relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
B) horizontal diversification programs
C) backward integration strategies
D) new pull strategies
E) new push strategies
21) Which of the following is a specialized and highly targeted media selection that an advertiser might
use to reach smaller customer segments with personalized content?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
22) Companies are doing less ________ and more ________ as a result of the explosive developments in
communication technologies to better target smaller customer segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing
25) The key is to ________ traditional mass media with online, mobile and social media to best engage
customers, communicate the brand message, and enhance the customer's brand experiences.
A) prioritize
B) integrate
C) utilize
D) design
E) spend on
26) Marketers now view themselves as ________ that create and share brand messages and conversations
with and among customers across a mix of paid, owned, earned, and shared communication channels.
A) promotion managers
B) public relations managers
C) sales managers
D) content marketing managers
E) account managers
28) Consumers today receive commercial messages from a broad range of sources. However, consumers
________ the way marketers do.
A) don't distinguish between message sources
B) never pay attention to sales promotions
C) don't care about buzz marketing
D) are not able to block out messages
E) block out all media messages
29) Today, most companies are adopting the concept of ________, which carefully combines and
coordinates the company's many communication channels to deliver a clear, consistent, and compelling
message about the organization and its brands.
A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing
30) Integrated marketing communications require a company's mass-market advertisements, Web site, e-
mail, and personal selling communications to all ________.
A) have equal portions of the advertising budget
B) use independent communications directors
C) develop separate marketing objectives
D) engage the same target audience
E) deliver a clear, consistent, and compelling message
31) Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for
its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site.
Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its
advertising in all aspects. From this information, we can infer that Delia's is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
32) Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its
products. Since Excel Enterprises practices integrated marketing communications, all these different
brand contacts maintain ________ in design and tone.
A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility
33) To carefully integrate and coordinate the company's many communications channels and
produce greater sales impact, some companies appoint a(n) ________.
A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner
46) In order to avoid shortsightedness, today marketers are moving toward viewing communications as
managing the ________.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) ongoing customer relationships with the company
E) product life cycle
49) Which of the following is one of the four major communication functions?
A) coordination
B) distribution
C) noise
D) response
E) preference
50) ________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
51) HP's advertising agency assembles words and illustrations into an advertisement that conveys the
company's intended brand message. In the context of the communication process, HP is ________.
A) messaging
B) decoding
C) sending
D) encoding
E) responding
52) The decision to use an NBA star player to communicate the desirability of Nike basketball shoes
represents the ________ process of the communication model.
A) sourcing
B) messaging
C) acknowledging
D) decoding
E) encoding
53) A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
55) Which of the following terms best represents the communication channel that a company uses to
move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
56) In a communication process, a receiver assigns meaning to the symbols encoded by a company in its
advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
57) In the communication process, the reaction of the receiver after being exposed to a message is called
the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
59) A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted
from reading the advertisement and is not able to grasp its key points. In the context of the
communication process, this unplanned static or distortion is called ________.
A) noise
B) encoding
C) feedback
D) response
E) decoding
66) Marketing communicators must be good at ________ messages that take into account how the target
audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
68) Which of the following is the first step in developing an effective integrated communications and
promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
69) While developing an effective integrated communication, once the target audience has been defined,
marketers must do all these steps EXCEPT ________.
A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) identify potential distractions
E) design a message
70) Based on the target audience, the communicator makes decisions regarding what will be
said, who will say it, when it will be said, where it will be said, and ________.
A) whether it will be said
B) how it will be said
C) what noise to anticipate
D) how much it will cost to prepare the message
E) how frequently it will be said
71) In which step of the communication process does the marketing communicator need to know the
buyer-readiness stage of the target audience?
A) designing the message
B) choosing the media through which to send the message
C) determining communication objectives
D) collecting feedback
E) selecting the message source
72) The six stages consumers normally pass through on their way to making a purchase are known as the
________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
73) Among the buyer-readiness stages, the first stage is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
74) Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign.
This introductory campaign most likely aims to affect the ________ stage of buyerreadiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
75) Which buyer-readiness stage are consumers in when they are feeling favorable about the product?
A) preference
B) conviction
C) knowledge
D) purchasing
E) liking
76) Using the AIDA model, an effective marketing message should get attention, hold interest, ________,
and obtain action.
A) create differences
B) enhance doubts
C) double interest levels
D) arouse desire
E) minimize dismay
77) Which of the following statements is true about personal communication channels?
A) A magazine advertisement exemplifies the use of a personal communication channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) Word-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.
78) A message showing a product's quality, economy, value, or performance is an example of a(n)
________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
79) An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is
called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
80) ________ involves cultivating opinion leaders and getting them to spread information about a product
or a service to others in their communities.
A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations
81) Which of the following appeals is based on the idea that consumers often feel before they think?
A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal
82) Moral appeals ________.
A) relate to the audience's self-interest by showing that the product will produce the desired benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"
E) are based on the idea that practical benefits are more important for consumers than emotions
83) A charitable trust's appeal which states, "While you are trying to figure out what to get the man who
has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
A) structural
B) awareness
C) rational
D) moral
E) standard
84) Display media includes ________.
A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards
85) One of the message structure issues that a marketer must handle is whether to ________.
A) present the strongest arguments first or last
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing
86) A(n) ________ argument is most likely to be effective when the audience is highly educated or likely
to hear opposing claims.
A) one-sided
B) two-sided
C) moral
D) emotional
E) structured
88) A marketer making decisions about the headline, copy, illustration, and colors for a print ad is
determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
89) Which of the following terms best describes the channels through which two or more people
communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?
A) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel
90) Communication through a telephone call is considered a part of a(n) ________ communication
channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional
91) Personal communications about a product between target buyers and neighbors, friends, family
members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence
92) A manufacturer of a variety of technological devices asked its marketing department to develop
inexpensive methods of building and maintaining brand awareness and excitement. The marketing
department then recruited consumers who were early adopters of technological devices to spread the word
about the company's new products. This is an example of ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing
93) Nonpersonal communication channels include major media, ________, and events.
A) sales calls
B) atmospheres
C) buzz marketing
D) word-of-mouth influence
E) phone calls
94) Many firms hire celebrities to appear in their advertisements. Which step of the communication
process is represented?
A) collecting feedback
B) designing a message
C) selecting the message source
D) determining the communication objectives
E) choosing the media
119) While using the ________ method for setting an advertising budget, a company starts with total
revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining
funds to advertising.
A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable
121) Though the ________ method of setting an advertising budget is simple to use and helps
management think about the relationships among promotion spending, selling price, and profit per unit, it
wrongly views sales as the cause of promotion rather than the result.
A) percentage-of-sales
B) integrated
C) competitive-parity
D) objective-and-task
E) regression
122) Which of the following methods is used by companies to set their advertising budgets based on the
industry average?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
123) Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on
promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said,
"I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting
does Sam use?
A) the objective-and-task method
B) the competitive-parity method
C) the percentage-of-sales method
D) the affordable method
E) the pull-push method
126) Which budgeting method entails defining specific promotion goals, determining the necessary tasks,
and estimating the costs to determine a promotion budget?
A) percentage-of-sales method
B) objective-and-task method
C) affordable method
D) exponential task method
E) competitive-parity method
128) Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to
induce them to buy the product.
A) pull
B) blitz
C) push
D) buzz
E) pulse
129) Which of the following is most likely a shortcoming of advertising?
A) It is the most expensive promotion tool.
B) It cannot reach masses of geographically dispersed buyers.
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
D) It cannot trigger quick sales.
E) It cannot be used to build up a long-term image for a product.
130) Which of the following is a strength of advertising?
A) It is the most inexpensive promotion tool.
B) It reaches masses of geographically dispersed buyers at low cost per exposure
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
D) It cannot trigger quick sales.
E) It cannot be used to build up a long-term image for a product.
131) In most cases, what is the most expensive promotion tool?
A) advertising
B) personal selling
C) mass media
D) public relations
E) publicity
132) Which of the following promotional tools is the most effective in building up buyers' preferences,
convictions, and actions?
A) mass-market advertising
B) sales promotion
C) segmented advertising
D) personal selling
E) public relations
133) ________ consists of strong short-term incentives that invite and reward quick responses
from customers.
A) Public relations
B) Personal selling
C) Advertising
D) Sales promotion
E) Direct marketing
134) Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This
offer is an example of ________.
A) sales promotion
B) personal selling
C) a public relations strategy
D) horizontal diversification
E) a pull strategy
135) ________ is very believable because news stories, features, sponsorships, and events seem
more real and believable to readers than ads do.
A) Differentiated marketing
B) Public relations
C) Direct marketing
D) Sales promotion
E) Personal selling
136) A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country,
was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson
Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is epresented
in this example?
A) sales promotion
B) advertising
C) public relations
D) personal selling
E) direct marketing
138) Under which promotional mix strategy does the producer direct its marketing activities toward
channel members to induce them to carry the product and promote it to final consumers?
A) pull strategy
B) blitz strategy
C) push strategy
D) buzz strategy
E) pulse strategy
139) The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and
encourages them to distribute these samples to their patients and to inform the patients about advantages
of using Crest. The manufacturer of Crest toothpaste is using ________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
140) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising
consumers to request their auto body shops to use Glasis paint is an example of how a company uses
________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
142) John Deere does very little promoting of its lawn mowers and garden tractors to final consumers.
Instead, John Deere's sales force works with Lowe's, Home Depot, independentdealers, and other channel
members, who in turn sell John Deere products to final consumers. According to this information, which
of the following promotion mix strategies is being used by John Deere?
A) public relations strategy
B) direct marketing strategy
C) push strategy
D) blitz strategy
E) pull strategy
143) Which of the following would be classified as bait-and-switch advertising?
A) advertising a cheaper brand but making only a more expensive one available to customers
B) advertising the advantages of a product by comparing it to its competitors
C) providing free samples of a product
D) providing discount coupons with a product
E) favoring certain customers over others through trade promotions
