60 test bank for integrated marketing communications 3rd asia pacific edition

60 Test Bank for Integrated Marketing Communications
3rd Asia Pacific Edition
by Chitty Mutiple Choice Questions - Page 1
The TOMA model represents __________.
1.

A too many advertisements

2.

B top-of-mind awareness

3.

C top model appreciation

4.

D towards money allocation

5.

E none of the answers supplied for this question are correct

Sales promotions are designed to __________.
1.

A create brand awareness

2.

B influence customer attitudes

3.

C stimulate immediate sales of a product

4.

D reduce manufacturing costs

5.

E all of the answers supplied for this question are correct

IMC requires that all of a brand’s communication media
__________.
1.

A deliver consistent messages

2.

B reach the same audience

3.

C utilise in-store displays

4.

D seek long-term objectives

5.

E all of the answers supplied for this question are correct

Products that are high in quality and represent good value
potentially possess high __________.


1.

A brand availability

2.

B brand equity

3.

C brand personality

4.

D all of the answers supplied for this question are correct

5.

E none of the answers supplied for this question are correct

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

A product

2.

B price

3.

C promotion

4.

D place

5.

E all of the answers supplied for this question are correct

In general, the single-voice, or synergy, principle involves selecting
a specific __________ for a brand.
1.

A positioning statement

2.

B marketing mix

3.

C pricing strategy

4.

D advertising budget

5.

E none of the answers supplied for this question are correct

A form of person-to-person communication would be __________.
1.

A advertising

2.

B sales promotion

3.

C personal selling

4.

D promotion

5.

E none of the answers supplied for this question are correct


IMC __________.
1.

A is limited to the use of mass media

2.

B starts with identifying the major competitors

3.

C strives to achieve synergy

4.

D has the main objective of increasing brand awareness

5.

E all of the answers supplied for this question are correct

The adoption of IMC necessitates __________.
1.

A increased faith in mass media advertising

2.

B decreased reliance on highly targeted communication methods

3.

C greater demands imposed on communication suppliers

4.

D decreased efforts to assess communications’ return on investment

5.

E none of the answers supplied for this question are correct

A(n) __________ is the key idea that encapsulates what a brand is
intended to stand for in its target market’s mind.
1.

A advertising platform

2.

B positioning statement

3.

C mission statement

4.

D advertising objective

5.

E vision

Fundamental marketing communication decisions include
__________.
1.

A positioning, mixing elements, budgeting and setting objectives

2.

B targeting, budgeting, evaluating and planning

3.

C positioning, evaluating, planning and forecasting


4.

D positioning, targeting, setting objectives and budgeting

5.

E none of the answers supplied for this question are correct

Advertising __________.
1.

A is a form of person-to-person communication

2.

B consists of all marketing activities that attempt to stimulate quick buyer
action

3.

C consists of all marketing activities that attempt to stimulate immediate sales
of a product

4.
5.

D often assumes the form of news items
E involves direct communication that is pinpointed to each B2B customer or
ultimate consumer

The world’s strongest brands are characterised by many traits, one
of which is __________.
1.

A consistency

2.

B design

3.

C innovation

4.

D all of the answers supplied for this question are correct

5.

E none of the answers supplied for this question are correct

Marketing communications implementation decisions include
__________.
1.

2.

A mixing elements, creating messages, selecting media and establishing
momentum
B creating messages, planning media and evaluating responses

3.

C designing advertisements, pre-testing advertisements and evaluating
responses to advertisements

4.

D mixing elements, creating messages, selecting media and evaluating
responses


5.

E none of the answers supplied for this question are correct

An implicit characteristic of IMC is the building of relationships with
customers. Which of the following features is not a characteristic of
relationship building?
1.

A repeat purchases

2.

B huge acquisition costs

3.

C enduring links between a brand and consumers

4.

D customer loyalty

5.

E none of the answers supplied for this question are correct

According to the brand awareness pyramid, consumers begin by
being __________.
1.

A aware of the brand

2.

B true to the brand

3.

C unaware of the brand

4.

D not sure of the brand

5.

E skeptical of the brand

IMC starts with profiling the __________.
1.

A manufacturer

2.

B wholesaler

3.

C retailer

4.

D customer

5.

E competitors

For the firms that market them, brands play a key role in
__________.
1.

A achieving economies of scale by producing a brand in mass quantity


2.

B creating barriers to entry for competitors who want to introduce their own
brands

3.

C providing a key means for differentiating one company’s offering from
competitive brands

4.

D enabling a manufacturer to gain leverage vis-á-vis retailers and other
marketing intermediaries

5.

E all of the answers supplied for this question are correct

Using different forms of marketing communications,
communications’ basic objective is __________.
1.

A to facilitate the successful introduction of new brands

2.

B to improve corporate relations with special interest groups

3.

C to create good publicity

4.

D to increase customer loyalty

5.

E all of the answers supplied for this question are correct

The notion that all elements of the marketing mix must be
coordinated and that all must speak with one voice is called
__________.
1.

A micromarketing

2.

B integrated marketing communications

3.

C the marketing concept

4.

D the promotion concept

5.

E the single-voice theory of communications

The process whereby thoughts are conveyed and meaning is
shared between individuals or between organisations and

individuals is known as __________.
1.

A communication

2.

B marketing


3.

C personal selling

4.

D exchanging

5.

E promotion

The practice of promoting the interests of a company and its brands
by associating with a specific event is known as __________.
1.

A sales promotion

2.

B publicity

3.

C point-of-purchase communications

4.

D advertising

5.

E sponsorship marketing

The basic dimension of brand equity is __________.
1.

A brand image

2.

B brand associations

3.

C brand personality

4.

D brand awareness

5.

E all of the answers supplied for this question are correct

A __________ is a name, term, sign, symbol or design, or a
combination of these, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of
competitors.
1.

A brand

2.

B market

3.

C tradename

4.

D trademark

5.

E guarantee

Initially, the marketing communication program involves making
__________.
1.

A fundamental decisions and budgeting decisions

2.

B fundamental decisions and implementation decisions

3.

C implementation decisions and evaluation decisions

4.

D financial decisions and evaluation decisions

5.

E none of the answers supplied for this question are correct

According to the brand awareness pyramid, top-of-mind awareness
(TOMA) comes directly after consumers __________.
1.

A recognise the brand

2.

B buy the brand

3.

C recall the brand

4.

D trial the brand

5.

E none of the answers supplied for this question are correct

According to Keller, brand awareness comprises __________.
1.

A brand knowledge and brand experience

2.

B brand recognition and brand recall

3.

C brand knowledge and brand recall

4.

D brand equity and brand knowledge

5.

E none of the answers supplied for this question are correct

The goal of IMC is to __________.
1.

A increase brand awareness

2.

B affect the behaviour of the targeted audience

3.

C learn how to outsell the competition


4.

D lower production costs

5.

E all of the answers supplied for this question are correct

60 Free Test Bank for Integrated Marketing
Communications 3rd Asia Pacific Edition by Chitty
Mutiple Choice Questions - Page 2

According to Keller, brand knowledge comprises __________.
1.

A brand equity and brand image

2.

B brand equity and brand communications

3.

C brand awareness and brand image

4.

D brand awareness and brand loyalty

5.

E brand awareness and brand advertising

Making brand-level marketing communications decisions include
making __________.
1.

A fundamental decisions and implementation decisions

2.

B evaluation decisions and financial decisions

3.

C short-term decisions and long-term decisions

4.

D fundamental decisions and subsequent decisions

5.

E none of the answers supplied for this question are correct

What is the initial challenge for new brands?
1.

A achieving brand awareness

2.

B enhancing brand image

3.

C achieving brand preference

4.

D achieving brand insistence

5.

E building revenue premium


The increasing demand for accountability means that ___________
is very important.
1.

A branding

2.

B program evaluation

3.

C objective setting

4.

D advertising

5.

E direct mailing

An example of co-branding is when __________.
1.

A you buy a Qantas flight ticket with an American Express credit card

2.

B you buy petrol and groceries at the same retail outlet

3.

C ink is placed in a Bic pen

4.

D Nicole Kidman wears Chanel

5.

E none of the answers supplied for this question are correct

The objective of marketing communications is to enhance brand
equity as a means of ____.
1.

A defining the marketing mix

2.

B increasing consumer brand loyalty

3.

C increasing short-term sales

4.

D reducing the advertising budget

5.

E reducing the promotional budget

The following events have been influential in changing marketing
communication practices:
1.

A increased reliance on billboard advertising

2.

B decreased usage of highly targeted communication methods

3.

C greater competitive environment in luxury goods


4.

D increased efforts to invest in brand’s recall strategies

5.

E none of the answers supplied for this question are correct

Fundamental marketing communications decisions are
__________, while implementation decisions are __________.
1.

A conceptual; strategic

2.

B conceptual; practical

3.

C practical; tactical

4.

D tactical; conceptual

5.

E practical; conceptual

Which of the following is a source by which brand meaning can be
leveraged?
1.

A other brands

2.

B places

3.

C things

4.

D people

5.

E all of the answers provided for this question are correct

The new Myer Visa card is an example of __________.
1.

A ingredient branding

2.

B personality branding

3.

C retail branding

4.

D co-branding

5.

E services branding

Marketing communicators ____ meaning and create associations
for their brands by connecting them with other objects that already
possess well-known meaning.


1.

A promote

2.

B locate

3.

C leverage

4.

D advertise

5.

E obtain

A marketing communication objective is __________.
1.

A to improve market share

2.

B to reward shareholders

3.

C to expand the sales force

4.

D to make the brand the envy of the market place

5.

E none of the answers supplied for this question are correct

The world’s strongest brands have all the following traits except
__________.
1.

A innovation

2.

B positioning

3.

C continuing relevance

4.

D corporate monitoring of sources of brand equity

5.

E consistency

The most important requirement for successful co-branding is that
the brands possess __________.
1.

A a common budget

2.

B a common manufacturing base

3.

C a common fit

4.

D a common country of origin


5.

E none of the answers supplied for this question are correct

Key features of IMC include __________.
1.

A profiling the target market and using the relevant media

2.

B achieving communication synergy

3.

C building customer relationships

4.

D influencing the target market’s behaviour

5.

E all of the answers supplied for this question are correct

When two brands enter into an agreement that has the potential to
enhance the brand equity and profitability of both brands, this is
known as __________.
1.

A dual branding

2.

B dominant branding

3.

C equitable branding

4.

D co-branding

5.

E twin branding

Jenny went into a jeweller shop to look at the watches, but she was
unfamiliar with some of the brands. The salesperson told her that
they were all Swiss-made, meaning they were made in Switzerland,
which is known worldwide for the quality of the timepieces produced
there. From which source are these brands leveraging their brand
meaning?
1.

A other brands

2.

B people

3.

C places

4.

D things

5.

E names


Before consumers recognise the brand they must __________.
1.

A be aware of the brand

2.

B buy the brand

3.

C recommend the brand

4.

D go to the shopping mall

5.

E none of the answers supplied for this question are correct

An example of ingredient branding is when __________.
1.

A you buy a Qantas flight ticket with an American Express credit card

2.

B you buy petrol and groceries at the same retail outlet

3.

C ink is placed in a Bic pen

4.

D Nicole Kidman advertises Chanel

5.

E Dell computers have a sticker on them saying ‘Intel Inside’

Fundamental marketing communications involves making decisions
about __________.
1.

A targeting

2.

B positioning

3.

C campaign objectives

4.

D budgets

5.

E all of the answers supplied for this question are correct

Anne is asked by a market researcher to tell him the particular
thoughts and feelings she has about UWS libraries. A particular
thought or feeling that comes to Anne’s mind is known as a (n)
____.
1.

A brand dimension

2.

B cognition


3.

C brand link

4.

D association

5.

E think-feel linkage

When a brand remains relevant and consistent, it displays
characteristics associated with __________.
1.

A consumer products

2.

B world-class brands

3.

C service provision

4.

D brand personality

5.

E brand wearout

When the Nutrasweet logo is included on the packaging of brands
such as Diet Coke, this is an example of __________.
1.

A ingredient branding

2.

B co-operative branding

3.

C brand equity

4.

D brand endorsements

5.

E all of the answers supplied for this question are correct

May is asked by a market researcher to list all the brands of
toothpaste she can think of. Which type of awareness is this
assessing?
1.

A recall

2.

B recognition

3.

C positive awareness

4.

D free-association awareness

5.

E aided recognition


Profiling a target market involves_______________.
1.

A collecting competitor’s information

2.

B analysing past purchase orders

3.

C determining their lifestyles

4.

D selecting the most suitable statistical method

5.

E none of the answers supplied for this question are correct

The trend over the last two decades has been to spend
__________.
1.

A more on billboards and less on movie advertising

2.

B more on advertising and less on promotions

3.

C more on promotions and less on advertising

4.

D less on both advertising and promotions

5.

E more on both advertising and promotions

It has been said that marketing and communications
_______________.
1.

A are virtually inseparable

2.

B require total organisation effort

3.

C are difficult to monitor in a competitive environment

4.

D produce rewarding return on investment

5.

E none of the answers supplied for this question are correct

Brand meaning can be leveraged by __________.
1.

A employees

2.

B endorsers

3.

C alliances


4.

D all of the answers supplied for this question are correct

5.

E none of the answers supplied for this question are correct

The way to create favourable, strong and unique brand associations
is through __________.
1.

A brand image

2.

B brand personality

3.

C marketing communications

4.

D brand equity

5.

E none of the answers supplied for this question are correct

When a brand has strong, favourable and unique associations in
consumers’ minds, this is an example of __________.
1.

A brand equity

2.

B brand personality

3.

C brand dimensions

4.

D brand associations

5.

E brand value

Data collected from the EquiTrend online survey identified six
world-class brands, including Waterford Crystal, Craftsman tools
and the Discovery Channel. What all of these brands had in
common was __________.
1.

A a straightforward promise of what they delivered and consistent delivery
over time

2.

B a large marketing department and expert advisers

3.

C unlimited access to marketing funds

4.

D international recognition

5.

E both C and D


The goal of establishing successful relationships between
customers and brands is to generate __________.
1.

A customer loyalty

2.

B increased revenues

3.

C synergy

4.

D brand equity

5.

E none of the answers supplied for this question are correct