53 test bank for contemporary advertising and integrated marketing communications 14th edition

53 Test Bank for Contemporary Advertising and
Integrated Marketing Communications 14th Edition
by Arens Mutiple Choice Questions
_____ is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.
1.

A. Advertising

2.

B. Market research

3.

C. Profit planning

4.

D. Distribution

5.

E. Marketing

In a(n) _____, a salesperson sells products and encourages
customers to call if they encounter any problems.
1.

A. accountable relationship

2.

B. proactive relationship

3.

C. reactive relationship

4.

D. basic transactional relationship

5.

E. partnership

A firm’s advertising is always aimed at a particular segment of the
population referred to as the _____.
1.

A. implied consumers

2.

B. target audience

3.

C. sponsorial consumers

4.

D. niche market

5.

E. concentrated market


The drawback to personal selling is _____.
1.

A. its low frequency and reach

2.

B. its high cost

3.

C. its inability to convey information

4.

D. its inability to consummate sale

5.

E. its inability to give demonstrations

_____ messages often have the least impact because they are
seen as self-serving.
1.

A. Product

2.

B. Planned

3.

C. Inferred

4.

D. Service

5.

E. Unplanned

_____ is creating, maintaining, and enhancing long-term bonds with
customers and other stakeholders that result in exchanges of
information and other things of mutual value.
1.

A. Transactional marketing

2.

B. Relationship marketing

3.

C. Mass customization

4.

D. Branding

5.

E. Social marketing

A direct-mail ad exemplifies _____.
1.

A. covert advertising

2.

B. public service advertising

3.

C. awareness advertising

4.

D. non-commercial advertising

5.

E. action advertising

To succeed, companies must focus on managing loyalty among
carefully chosen customers and stakeholders because:
1.
2.

A. it is easy to lure satisfied customers away from competitors.
B. 90 percent of a manufacturer’s profit comes from trial or sporadic
purchasers.

3.

C. offensive marketing typically costs less than defensive marketing.

4.

D. no amount of advertising can win back a customer lost from shoddy
products or poor service.

5.

E. reducing customer defections by 25-85 percent can improve profit potential
by about 5 percent.

_____ is the structured and composed nonpersonal communication
of information, usually paid for and usually persuasive in nature,
about products by identified sponsors through various media.
1.

A. Advertising

2.

B. Word-of-mouth publicity

3.

C. Sales promotion

4.

D. Direct marketing

5.

E. Public relations

A(n) _____ is one in which the salesperson or company contacts
customers from time to time with suggestions about improved
product use or helpful new products.
1.

A. reactive relationship

2.

B. accountable relationship

3.

C. partnership

4.

D. basic transactional relationship


5.

E. proactive relationship

A firm’s marketing activities are always aimed at a particular
segment of the population called the _____.
1.

A. niche market

2.

B. objective market

3.

C. target market

4.

D. implied market

5.

E. concentrated market

Advertising targeted at pet-care stores to increase the distribution of
pet food is an example of _____.
1.

A. trade advertising

2.

B. professional advertising

3.

C. consumer advertising

4.

D. noncommercial advertising

5.

E. farm advertising

According to the integration triangle, which of the following are "do"
messages?
1.

A. Planned messages

2.

B. Event sponsorships

3.

C. Publicity releases

4.

D. Unplanned messages

5.

E. Service messages

Which of the following refer to traditional promotional messages?
1.

A. Planned messages

2.

B. Product messages


3.

C. Inferred messages

4.

D. Service messages

5.

E. Unplanned messages

The company that is advertising a product or idea is known as the
_____.
1.

A. author

2.

B. sponsor

3.

C. persona

4.

D. actor

5.

E. player

The _____, who are addressed by the ad’s spokesperson, are not
real.
1.

A. sponsorial consumers

2.

B. actual consumers

3.

C. gatekeepers

4.

D. implied consumers

5.

E. personas

The hundreds of other commercial and noncommercial messages a
sponsor’s advertising message must compete with every day is
known as _____.
1.

A. noise

2.

B. clout

3.

C. jargon

4.

D. feedback

5.

E. cue


When a company deliberately coordinates and integrates messages
from a variety of sources about its products or brands, it is
practicing _____.
1.

A. Integrated marketing communications

2.

B. Sales promotion

3.

C. Word-of-mouth advertising

4.

D. Personal selling

5.

E. Viral marketing

Which of the following is true about a company's stakeholders?
1.

A. An employee cannot be a stockholder.

2.

B. There is often significant overlap in stakeholder roles.

3.

C. Stakeholders uniformly require reactive relationships.

4.

D. The number of stakeholders is unimportant in marketing.

5.

E. Product messages have negligible influence on a stakeholder’s relationship
decision.

Of all the business functions, _____ is the only one whose primary
role is to bring in revenue.
1.

A. marketing

2.

B. research and development

3.

C. human relations management

4.

D. information management

5.

E. accounting

Ensuring the various marketing mix elements such as advertising
direct-response, sales promotions, and the like, work together is
referred to as _____.
1.

A. viral marketing


2.

B. one voice

3.

C. advertising

4.

D. partnership

5.

E. coordinated marketing communications

The primary benefit of focusing on relationships is:
1.

A. increased retention and optimized lifetime customer value.

2.

B. improved basic transactional relationship.

3.

C. enhanced offensive marketing.

4.

D. diminished consumer defense.

5.

E. controlled reactive relationships.

A horse stable operator comes across an ad for a worming
medicine in the local newspaper. He decides to call the toll-free
number provided in the ad to see if the company can deliver 40
doses of its worming medicine before Saturday morning. In the
context of the advertising, this is a form of _____.
1.

A. gatekeeping

2.

B. noise

3.

C.feedback

4.

D. cue

5.

E. relationship marketing

When a company sells a product but does not follow up in any way
is a(n) _____ relationship.
1.

A. primary

2.

B. basic transactional

3.

C. reactive

4.

D. accountable

5.

E. proactive

According to Nowak and Phelps, which of the following tactics does
the IMC approach focus on?
1.

A. Decreasing reliance on targeted messages

2.

B. Reaching larger segments

3.

C. Lower use of consumer data

4.

D. Less emphasis on advertising via the mass media

5.

E. Extensive use of electronic and mass media

Some products are publicized using _____, in which an ad claims
the product is equal in quality to higher priced brands.
1.

A. image advertising

2.

B. price advertising

3.

C. sale advertising

4.

D. trade advertising

5.

E. professional advertising

In order to convey the benefits of sponsorship to a potential
sponsor, a rodeo show would most likely use _____. This enables
the marketer to answer the prospect's questions on the spot.
1.

A. personal selling

2.

B. social media marketing

3.

C. cold calling

4.

D. professional advertising

5.

E. public service advertising

In 2002, a Swedish home electrical appliance manufacturer decided
to use the same advertising message wherever it advertised around
the world. In other words, the company decided to use _____.


1.

A. national advertising

2.

B. international advertising

3.

C. global advertising

4.

D. regional advertising

5.

E. local advertising

A brochure about a ceiling fan, a pamphlet of recipes from the
producers of cranberry juice products, and instructions that come
with telephone systems are examples of _____.
1.

A. sales gimmicks

2.

B. premiums

3.

C. noise

4.

D. bonus goods

5.

E. collateral materials

A restaurant owner, who, in a magazine, came across an ad for an

international trade show for people in the hospitality business,
decided to request for further information on the show together with
a registration form. In the context of advertising, this is a form of
_____.
1.

A. noise

2.

B. word-of-mouth communication

3.

C. social media marketing

4.

D. feedback

5.

E. relationship marketing

A company’s first market should always be its _____.
1.

A. new customers

2.

B. sponsorial consumers


3.

C. ideal consumers

4.

D. implied consumers

5.

E. current customers

_____ tends to appear in specialized trade publications or
professional journals, in direct-mail pieces sent to businesses, or in
trade shows.
1.

A. Public service advertising

2.

B. Business advertising

3.

C. Consumer advertising

4.

D. Retail advertising

5.

E. Covert advertising

Which of the following types of advertising is considered good at
creating awareness and credibility for a business firm at relatively
low cost?
1.

A. Covert advertising

2.

B. Public relations advertising

3.

C. Direct-response advertising

4.

D. Non-product advertising

5.

E. Professional advertising

Fresh Zone is a supermarket based in New York that has branches
in two other states, Ohio and Illinois. It uses _____, in which ads
are placed in the local media or territorial editions of the national
media.
1.

A. international advertising

2.

B. local advertising

3.

C. regional advertising


4.

D. national advertising

5.

E. global advertising

The _____ are the gatekeepers who decide if the ad will run or not.
1.

A. authors

2.

B. actual consumers

3.

C. implied consumers

4.

D. personas

5.

E. sponsorial consumers

The type of advertising published in psychiatry journals aimed at
practicing psychiatrists is referred to as _____.
1.

A. trade advertising

2.

B. professional advertising

3.

C. consumer advertising

4.

D. noncommercial advertising

5.

E. retail advertising

In a(n) _____, the salesperson phones customers shortly after the
sale to check whether the product meets expectations and asks for
product improvement suggestions and any specific
disappointments.
1.

A. secondary relationship

2.

B. proactive relationship

3.

C. basic transactional relationship

4.

D. accountable relationship

5.

E. reactive relationship


A TV ad for a soft drink falls under the category of _____
advertising.
1.

A. business

2.

B. professional

3.

C. farm

4.

D. corporate

5.

E. consumer

_____ is used around the world by governments and nonprofit
organizations to seek donations, volunteer support, or changes in
consumer behavior.

1.

A. Trade advertising

2.

B. Product advertising

3.

C. Nonproduct advertising

4.

D.Noncommercial advertising

5.

E. Professional advertising

Which of the following is the principal benefit of IMC?
1.

A. High profit

2.

B. Accountability

3.

C. Synergy

4.

D. Customer retention

5.

E. Partnership

Companies that commit to relationship marketing are generally
trying to:
1.

A. win back customers lost from shoddy products or poor service.

2.

B. make up for the cost of acquiring new customers.


3.

C. develop a full view of the customer by compiling and analyzing customer
data.

4.

D. lure customers through offensive marketing.

5.

E. adopt a marketer-centric perspective in creating brand messages.

_____ advertising is aimed at people who buy the product for their
own or someone else’s use.
1.

A. Business

2.

B. Trade

3.

C. Consumer

4.

D. Professional

5.

E. Farm

A real or imaginary spokesperson who lends some voice or tone to
the ad within the text of the ad is known as a(n) _____.
1.

A. composer

2.

B. benefactor

3.

C. persona

4.

D. author

5.

E. source

An ad promoting a company’s mission or philosophy is called
_____.
1.

A. awareness advertising

2.

B. product advertising

3.

C. nonproduct advertising

4.

D. noncommercial advertising

5.

E. action advertising


Companies aim _____ at resellers to obtain greater distribution of
their products.
1.

A. in-store advertising

2.

B. professional advertising

3.

C. public service advertising

4.

D. trade advertising

5.

E. consumer advertising

A car dealer's advertisement inviting people for a test drive is an
example of the use of _____.
1.

A. collateral material

2.

B. public relations

3.

C. personal selling

4.

D. sales promotion

5.

E. awareness advertising.

Retailers that sell within one small trading area typically use _____
advertising often placed in direct mail.
1.

A. national

2.

B. peripheral

3.

C. local

4.

D. regional

5.

E. global

Which of the following is the most likely to be the potential target
market for a clothes manufacturer who is licensed by a wrestling
entertainment company to make Halloween costumes based on
characters seen in its matches?
1.

A. Sports enthusiasts, who enjoy Olympic wrestling


2.

B. Pre-teen males who wish to emulate their favorite wrestlers

3.

C. Authors and researchers, who have published extensively on wrestling

4.

5.

D. Parents who are wrestling enthusiasts and want their children to pursue the
sport seriously
E. Retired wrestlers

According to the integration triangle, which of the following are "say"
messages ?
1.

A. Service messages

2.

B. Inferred messages

3.

C. Planned messages

4.

D. Product messages

5.

E. Unplanned messages

At the reception of a hotel, Tom came across a brochure on the
hotel's multi-cuisine restaurant. Which of the following has the hotel
used to disseminate information about one of its services?
1.

A. Personal selling

2.

B. Public relations

3.

C. Trade fair

4.

D. Collateral materials

5.

E. Sales promotion

In _____, a third-person persona tells a story about others to an
imagined audience.

1.

A. autobiographical messages

2.

B. feedback messages

3.

C. drama messages

4.

D. narrative messages


5.

E. personal messages

According to the integration triangle, which of the following are
"confirm" messages?
1.

A. Planned messages

2.

B. Inferred messages

3.

C. Product messages

4.

D. Unplanned messages

5.

E. Service messages

In a(n) _____, the company works continuously with customers
(and other stakeholders) to discover ways to deliver better value.
1.

A. partnership

2.

B. proactive relationship

3.

C. accountable relationship

4.

D. reactive relationship

5.

E. basic transactional relationship