60 test bank for advertising promotion and other aspects of integrated marketing communications 8th

60 Test Bank for Advertising Promotion and Other
Aspects of Integrated Marketing Communications 8th
Edition by Shimp Mutiple Choice Questions - Page 1
Which of the following could be a brand?
1.

a.product

2.

b.service

3.

c.retail outlet

4.

d.person

5.

e.All of these could be a brand.

A key characteristic of IMC is the building of relationships with
customers. Which of the following is NOT a benefit of building
relationships?
1.

a.repeat purchases

2.

b.loyalty toward a brand

3.

c.enduring links between a brand and its customers

4.

d.greater profitability

5.

e.huge acquisition costs

Which of the following terms is used to mean any message medium
capable of reaching target customers and presenting the brand in a
favorable light?
1.

a.touch point

2.

b.contact

3.

c.intersection

4.

d.touch point and contact

5.

e.touch point, contact, and intersection


The ultimate goal of integrated marketing communications is to
____.
1.

a.increase brand awareness

2.

b.affect the behavior of the targeted audience

3.

c.learn how to outsell the competition

4.

d.lower production costs

5.

e.All of these are correct.

What is achieved when multiple methods are used in combination
with one another yielding more positive communication results than
when the tools are used individually?
1.

a.synergy

2.

b.duplicity

3.

c.multiplicity

4.

d.redundancy

5.

e.repetition

Today, consumers are not only passive receivers of marcom
messages, but are often active participants in the marcom process
due to ____.
1.

a.economic advances

2.

b.technological developments

3.

c.increases in the use of sales promotion

4.

d.changes in demographics

5.

e.expansion of advertising agency services

The marketing mix for a brand consists of ____.
1.

a.product


2.

b.price

3.

c.promotion

4.

d.place

5.

e.All of these are correct.

The context (or medium used) influences the ____ that the
message has.
1.

a.impact

2.

b.reach

3.

c.frequency

4.

d.integration

5.

e.touch points

A key feature of IMC is that the process should ____.
1.

a.use an “inside-out” approach

2.

b.be restricted to only one or a select number of communication media

3.

c.use the same media to reach all target audiences to improve efficiency

4.

5.

d.start with the customer or prospect and then work back to the brand
communicator in determining the most appropriate messages and media
e.utilize the same communication media over time

Current marketing philosophy holds that ____ is absolutely
imperative for success.
1.

a.direct marketing

2.

b.e-mail

3.

c.coupons

4.

d.integration

5.

e.assessment


Brand managers should turn to alternative means of marcom as the
option of first choice rather than automatically defaulting to ____.
1.

a.sales promotion

2.

b.personal selling

3.

c.point-of-purchase advertising

4.

d.event marketing

5.

e.mass media advertising

Which of the following has NOT been a reason for the reluctance to
change from a single-function, specialist model to an IMC model?
1.

a.no way to assess the effectiveness of integration

2.

b.managerial parochialism

3.

c.fear that change might lead to possible budget cutbacks in their areas of
control

4.

d.reluctance of agencies to broaden their function beyond the one aspect of
marketing communications in which they have developed expertise and built
their reputations

5.

e.fear of reduction in authority and power

Coupons, trade shows, buying allowances, premiums, and price-off
deals are all examples of ____.
1.

a.media advertising

2.

b.promotions

3.

c.place advertising

4.

d.point-of-purchase advertising

5.

e.public relations

____ is the philosophy and practice of carefully coordinating a
brand’s sundry marketing communications elements.
1.

a.Interactive marketing

2.

b.Branding

3.

c.Synergistic marketing communications

4.

d.Synergistic marketing

5.

e.Integrated marketing communications

The idea that “context matters,” and that not all touch points are
equally effective, has been termed ____ by marcom practitioners.
1.

a.synergy

2.

b.media mix

3.

c.awareness generation

4.

d.engagement

5.

e.contact

Marketing communications is used by which type of organization?
1.

a.business-to-business organizations

2.

b.consumer marketing organizations

3.

c.not-for-profit organizations

4.

d.None of these are correct.

5.

e.All of these are correct.

Which of the following statements is true regarding the adoption of
IMC?
1.

a.Novice managers are more likely than experienced managers to practice
IMC.

2.

b.Firms involved in marketing services rather than products are more likely to
have adopted IMC.

3.

c.Business-to-business firms are more likely to adopt IMC than business-toconsumer firms.

4.

d.Less sophisticated firms are likely adherents to IMC.


5.

e.All of these are true regarding the adoption of IMC.

Milo is employed by a manufacturer of consumer packaged goods
products. His job entails the planning, creation, integration, and
implementation of diverse forms of marcom, such as advertising,
sales promotion, publicity releases, events, etc., that are delivered

over time to a brand’s targeted customers and prospects with the
ultimate goal of influencing or directly affecting their behavior. Milo
is performing ____.
1.

a.integrated marketing (IM)

2.

b.marketing communications (marcom)

3.

c.integrated marketing communications (IMC)

4.

d.promotion marketing (PM)

5.

e.integrated promotion management (IPM)

Which of the following is NOT a key feature of IMC?
1.

a.The customer represents the starting point for all marketing communications
activities.

2.

b.Brand managers and their agencies should be amenable to using various
marketing communication tools.

3.
4.

5.

c.Multiple messages must speak with a single voice.
d.The ultimate goal is to influence brand awareness and enhance consumer
attitudes toward the brand.
e.Build relationships.

The idea of surrounding the customer or prospect with a brand’s
marcom messages, or that a brand’s touch points should be
everywhere the target audience is, is known as:
1.

a.consumer-oriented marketing

2.

b.the media-neutral approach

3.

c.360-degree branding

4.

d.the rotation principle

5.

e.event marketing

Which approach will best serve the customers’ information needs
and motivate them to purchase the brand?
1.

a.inside-out

2.

b.outside-in

3.

c.top-down

4.

d.bottom-up

5.

e.combination

The marketing manager for Carver Products, Inc. asked her
research staff to identify all of the points of contact that consumers
are likely to have with Carver’s products. The marketing manager
would most likely use this information in designing a(n) ____.
1.

a.point-of-purchase display

2.

b.board of director’s report

3.

c.integrated marketing communications program

4.

d.marketing research survey

5.

e.slice-of-life television commercial

Which term is preferred by most marketing practitioners to refer to
the collection of advertising, sales promotions, public relations,
event marketing, and other communication devices?
1.

a.marketing promotion

2.

b.promotion

3.

c.sales promotion

4.

d.marketing communications

5.

e.integrated marketing communications


Frequency, loyalty, or ambassador programs and creating brand
experiences that make positive and lasting impressions are ways to
____.
1.

a.speak with one voice

2.

b.create synergy

3.

c.build customer/brand relationships

4.

d.start with the customer/prospect

5.

e.reach consumers who cannot be reached through traditional mass media

What does the phrase, “speak with a single voice,” mean?
1.

a.Carefully select those tools that are most appropriate for the
communications objective at hand.

2.

b.Reach the target audience efficiently and effectively using whatever touch
points are most appropriate.

3.

c.Successful marketing communications requires building relationships
between brands and their consumers/customers.

4.

d.All marketing communication elements should use the same endorser so

that consumers do not get confused.

5.

e.Coordination of messages and media is absolutely critical to achieving a
strong and unified brand image and moving consumers to action.

Which of the following is NOT a form of media advertising?
1.

a.television

2.

b.radio

3.

c.magazines

4.

d.sales promotions

5.

e.newspapers

Which of the following encapsulates what a brand is intended to
stand for in its target market’s mind and then consistently delivers

the same idea across all media channels?


1.

a.positioning statement

2.

b.contact point

3.

c.relationship statement

4.

d.creative brief

5.

e.creative platform

Karen is attempting to put into words the key idea that encapsulates
what her company’s brand is intended to stand for in its target
market’s mind. Karen is writing a ____.
1.

a.relationship statement

2.

b.creative brief

3.

c.positioning statement

4.

d.contact brief

5.

e.touch point

The fact that it costs five to 10 times more to land a new customer
than to keep a current customer has been compared to a(n) ____.
1.

a.clogged drain

2.

b.leaky bucket

3.

c.sand castle

4.

d.ice sculpture

5.

e.bee hive

Which of the following terms serves as a summary means for
describing all forms of marketing focus?
1.

a.product

2.

b.brand

3.

c.communication


4.

d.promotion

5.

e.integration

60 Free Test Bank for Advertising Promotion and Other
Aspects of Integrated Marketing Communications 8th
Edition by Shimp Mutiple Choice Questions - Page 2
A brand’s ____ represents the key feature, benefit, or image that it
stands for in the target audience’s collective mind.
1.

a.equity

2.

b.image

3.

c.position

4.

d.name

5.

e.trademark

The word ____ refers to an object’s force or speed of movement.
1.

a.drive

2.

b.push

3.

c.momentum

4.

d.force

5.

e.pull

The decision regarding how to allocate resources between the
marcom elements has been described as an “ill-structured”
problem. What does this mean?
1.

a.There is no solution to the problem.

2.

b.It is difficult to define the problem.

3.

4.

c.There is no way of determining the mathematical optimum allocation among
marcom elements.
d.There are solutions, but they are not acceptable.


5.

e.There is no way to measure whether the solution chosen was the correct
one.

Which of the following is NOT a change in marketing
communication practices?
1.

a.increased reliance on outside suppliers, or specialized services

2.

b.reduced dependence on mass media advertising

3.

c.increased reliance on highly targeted communication methods

4.

d.heightened demands on suppliers

5.

e.increased efforts to assess communications’ return on investment

John is a subunit manager at a large consumer packaged goods
manufacturer. Every year, he submits a budget request to the vice
president of marketing, who coordinates the various requests and
then submits an overall budget to top management for approval.
This is an example of ____ budgeting.
1.

a.top-down

2.

b.bottom-up

3.

c.top-down/bottom-up

4.

d.bottom-up/top-down

5.

e.combination

Program evaluation is accomplished by ____.

1.

a.developing a budget that is based on marcom objectives and includes an
optimum balance of advertising and promotion

2.

b.measuring the results of marcom efforts against the objectives that were
established

3.
4.

5.

c.collecting data on consumers’ demographics and lifestyles
d.constructing a database of information on the target market, economic
conditions, and competitors’ marcom strategies
e.comparing budgeted marcom expenditures against share-of-voice


Which of the following is NOT a budgeting method?
1.

a.top-down budgeting (TD)

2.

b.bottom-up budgeting (BU)

3.

c.top-down/bottom-up/top-down process (TDBUTD)

4.

d.bottom-up/top-down process (BUTD)

5.

e.top-down/bottom-up process (TDBU)

When counseling its clients in selecting appropriate marcom tools,
McCann Worldgroup uses an approach that requires that the brand
marketer first identify the goal(s) a marcom program is designed to
accomplish and then identify the best way to allocate the marketer’s
budget. What is this approach known as?
1.

a.inside-out

2.

b.bottom-up

3.

c.media-neutral

4.

d.media-centric

5.

e.goal oriented

For a given level of expenditure, there is no way of determining the
mathematical optimum allocation between advertising and
promotion because ____.
1.

a.advertising and promotions are somewhat interchangeable

2.

b.advertising and promotions produce a synergistic effect

3.

c.advertising is appropriate for early stages of the product life cycle, and
promotion is more appropriate during later stages

4.

d.they are somewhat interchangeable and produce a synergistic effect

5.

e.None of these answers are correct.

Allison is trying to determine how much to allocate for advertising
and how much to allocate for promotions during the next year.
Which implementation decision is Allison making?
1.

a.mixing elements

2.

b.creating messages

3.

c.selecting media

4.

d.establishing momentum

5.

e.targeting

Which of the following is NOT a communications outcome
measure?
1.

a.purchase intentions

2.

b.brand awareness

3.

c.message comprehension

4.

d.attitude toward the brand

5.

e.All of these are measures of communication outcomes.

One way relationships between brands and customers are nurtured
is by creating brand experiences that make positive and lasting
impressions. This is done by creating special events or developing
exciting venues that attempt to ____.
1.
2.

a.appeal to consumers’ demographic characteristics
b.reposition products or services by connecting with consumers’ functional
needs

3.

c.generate increased sales to current customers

4.

d.develop new target markets

5.

e.build the sensation that the brand is relevant to the consumer’s lifestyle

Fundamental decisions in the brand-level marcom decision process
are ____, and implementation decisions are ____.


1.

a.tactical; strategic

2.

b.strategic; tactical

3.

c.long-term; short-term

4.

d.short-term; long-term

5.

e.practical; conceptual

The ultimate objective of IMC is to ____.
1.

a.start with the customer or prospect

2.

b.move people to action

3.

c.carefully select those tools that are most appropriate for the communications
objective at hand

4.

d.use as many communications outlets as possible to reach the target
audience

5.

e.speak with a single voice

Which of the following is a fundamental decision in the brand-level
marcom decision process?
1.

a.targeting

2.

b.positioning

3.

c.setting objectives

4.

d.budgeting

5.

e.All of these are fundamental decisions.

Harvey is a brand manager for a national brand of soft drinks. He is
making the implementation decisions in the marcom decision
process, and he wants a marcom tool that is most capable of
directly affecting consumer behavior. Which tool should he use?
1.

a.advertising

2.

b.sales promotion

3.

c.publicity

4.

d.events

5.

e.point-of-purchase display

Over the past two decades, the trend has moved toward greater
expenditures on ____.
1.

a.advertising

2.

b.public relations

3.

c.personal selling

4.

d.promotions

5.

e.point-of-purchase displays

All marketing communications should be ____.
1.

a.directed to a particular target market

2.

b.clearly positioned

3.

c.created to achieve a specific objective

4.

d.undertaken to accomplish the objective within budget constraints

5.

e.All of these answers are correct.

A satisfactory mixture of advertising and promotion expenditures
can be formulated by considering the different purposes of each. A
key strategic consideration is whether ____.

1.

a.short- or long-term goals are more important

2.

b.the budget would allow for the relatively larger expense of advertising

3.

c.the organization has the expertise in its current staff to develop successful
promotions

4.

d.the majority of the target market is price sensitive

5.

e.use of sales promotion is necessary given current economic conditions


Which of the following is an example of a communication outcome?
1.

a.increase sales to grocery stores by 10 percent

2.

b.increase total sales by 15 percent

3.

c.maintain existing sales levels in Japan

4.

d.increase brand awareness by 15 percent

5.

e.increase sales in Mexico by 15 percent

What is the greatest obstacle to implementing integrated marketing
communications?
1.

a.There is a lack of interest in IMC by top management.

2.

b.The cost for implementing an IMC program is difficult to justify.

3.

c.Little can be gained by coordinating the various marketing communications
elements.

4.

d.Few providers of marketing communication services have the far-ranging
skills to plan and execute programs that cut across all major forms of marketing
communications.

5.

e.Measuring the return on investment is nearly impossible.

Which of the following is an implementation decision in the brandlevel marcom decision process?
1.

a.targeting

2.

b.mixing elements

3.

c.budgeting

4.

d.positioning

5.

e.setting objectives

The term media applies to which marcom tool?

1.

a.advertising

2.

b.public relations


3.

c.promotions

4.

d.personal selling

5.

e.All of these answers are correct.

Julie and her department are responsible for making brand-level
fundamental and implementation marcom decisions. What are the
expected outcomes of these decisions?
1.

a.increasing sales and profits

2.

b.enhancing brand awareness and attitudes

3.

c.enhancing brand equity and affecting behavior

4.

d.increasing purchase intentions and affecting behavior

5.

e.enhancing brand equity and increasing brand awareness

Joan Kaufman is a senior manager of a large conglomerate. She
decides how much money is allocated to each subunit. This is an
example of ____ budgeting.
1.

a.top-down

2.

b.bottom-up

3.

c.bottom-up/top-down

4.

d.top-down/bottom-up

5.

e.hierarchy

The objective of marketing communications is to ____ as a means
of moving customers to favorable action toward the brand.
1.

a.increase brand awareness

2.

b.cut costs

3.

c.increase product usage

4.

d.enhance brand equity

5.

e.increase the rate of purchase

____ allows marketing communicators to deliver messages more
precisely and to prevent wasted coverage to people falling outside
the intended audience.
1.

a.Targeting

2.

b.Positioning

3.

c.Budgeting

4.

d.Setting objectives

5.

e.Momentum

The most frequently used budgeting method is ____.
1.

a.top-down (TD)

2.

b.bottom-up (BU)

3.

c.top-down/bottom-up/top-down (TDBUTD)

4.

d.bottom-up/top-down (BUTD)

5.

e.top-down/bottom-up (TDBU)

Which of the following variables do companies use to identify
potential target markets?
1.

a.demographic characteristics

2.

b.lifestyles

3.

c.product usage patterns

4.

d.geographic considerations

5.

e.All of these are variables used.

One important factor that has led more firms to perform research
and acquire data to determine whether implemented marcom
decisions have accomplished the objectives they were expected to
achieve is ____.
1.

a.increasing demand for accountability


2.

b.rapidly changing consumer tastes and preferences

3.

c.changing economic conditions

4.

d.increasing marcom expenses

5.

e.less reliance on outside agencies to perform the marcom function