75 test bank for integrated advertising promotion and marketing communications 1st

75 Test Bank for Integrated Advertising Promotion and
Marketing communications 1st
Edition by Clow Mutiple Choice Questions - Page 1
When consumers believe that most brands offer the same set of
attributes, the result is
1.

a. brand accountability

2.

b. brand parity

3.

c. brand management

4.

d. brand planning

Kodak's marketing team identifies a group of people who are most
likely to use the company's new digital photo technology and
creates advertisements specifically for them. In a communication
model, these individuals are:
1.

a. senders

2.

b. decoder

3.

c. receivers

4.

d. subjects

Marketing communications agency professionals typically work on
1.

a. one client

2.

b. many different clients at the same time

3.

c. their own schedule

4.

d. a flexible timetable

The individuals who develop brilliant ideas for promotional
campaigns are called:
1.

a. account executives


2.

b. brand managers

3.

c. creatives

4.

d. receivers

Integrated marketing communications affects all of the following
except:
1.

a. business-to-business market

2.

b. marketing channel

3.

c. internally directed communications

4.

d. competitors' advertising

The verbal and nonverbal cues that a salesperson uses during a
sales presentation are which part of the communication process?
1.

a. sending

2.

b. encoding

3.

c. transmission

4.

d. filtering out noise

Factors contributing to the growth of integrated marketing
communications include all of the following except:
1.

a. increased accountability

2.

b. rising costs of media space and time

3.

c. audience adoption of new media

4.

d. increased competition

Companies are shifting advertising dollars to Web sites such as
YouTube. This is an example of the current trend of:
1.

a. greater accountability

2.

b. a shift in responsibility of individuals involved in advertising


3.

c. greater use of alternative media

4.

d. greater use of database marketing

A creative's main responsibility is to:

1.

a. compile a database regarding consumer behaviour

2.

b. evaluate the marketing plan

3.

c. turn the message into action

4.

d. receive marketing messages from various sources

The coordination and integration of all marketing communications
tools, avenues, and sources within a company into a seamless
program that maximizes the impact on consumers and other stake
holders at a minimal cost is:
1.

a. the marketing plan

2.

b. the marketing mix

3.

c. integrated marketing communications

4.

d. marketing strategy

In terms of a communications model, the sender is:
1.

a. the company seeking to sell a product

2.

b. a television set

3.

c. the consumer viewing an ad on the Internet

4.

d. a consumer ignoring an ad in a newspaper

An advertising agency is told a campaign should result in a 20%
increase in sales. This is an example of:
1.

a. marketing myopia

2.

b. standardization

3.

c. adaptation


4.

d. accountability

While browsing the Internet, a consumer encounters a new pop-up
ad every time a new page is opened. This is an example of:
1.

a. advertising effectiveness

2.

b. perceptual distortion

3.

c. clutter

4.

d. brand parity

The person reading a magazine advertisement plays which role in
the communications model?
1.

a. sender

2.

b. decoder

3.

c. receiver

4.

d. object

Advertising that is disconnected with other elements, such as sales
promotion, is much
1.

a. more effective

2.

b. less effective

3.

c. less important

4.

d. more important

In terms of the communication process, a creative preparing an ad
is most likely going to be involved in:
1.

a. encoding

2.

b. transmission

3.

c. decoding

4.

d. noise or clutter


Which of the following is an example of feedback in a marketing
channel?
1.

a. new product development

2.

b. a customer complaint

3.

c. a decision to begin international operations

4.

d. removing a product from the market

Michelle is trying to tutor George, but a stereo is playing loudly in
the room next door, making it difficult to concentrate. This is an
example of:
1.

a. feedback disruption

2.

b. noise

3.

c. encoding design

4.

d. a contact point

Kimberly Jang of Identica has worked on many campaigns. Her
favourite one was the David Suzuki Foundation because it allowed
her to
1.

a. work from home

2.

b. meet David Suzuki

3.

c. see how marketing communications can make a positive difference for our
society

4.

d. understand why marketing communications is often viewed as a bad thing

A consumer sees a billboard while driving. The billboard is a:
1.

a. creative

2.

b. decoding device

3.

c. transmission device

4.

d. form of feedback


Current thinking in marketing suggests that you cannot assume that
the best approach is to capture someone's attention. Instead,
marketing communication now means
1.

a. finding alternative media that can effectively communicate with consumers

2.

b. holding advertising agencies and creatives accountable for results

3.

4.

c. moving marketing and advertising functions in-house rather than using an
advertising agency
d. finding ways to engage with and interact with consumers

Julie is explaining an integrated marketing communications

program to Michael. In this situation:
1.

a. Julie is a sender and Michael is an encoder

2.

b. Julie is a receiver and Michael is using a transmission device

3.

c. Julie is a sender and Michael is a receiver

4.

d. Julie is a transmission device and Michael is a decoder

Susan just developed a new slogan to use in a company's
advertising. Her main job is to think up these ideas and put them
into the company's advertising plan. Susan is a(n):
1.

a. account manager

2.

b. brand manager

3.

c. creative

4.

d. media manager

Marketing communications today means
1.

a. capturing someone’s attention

2.

b. finding ways to engage and interact with consumers

3.

c. using traditional advertising messages

4.

d. rejecting the use of new media


When a message is heard or seen by a consumer, what is taking
place?
1.

a. encoding

2.

b. transmission

3.

c. decoding

4.

d. feedback

When Sean shops for an automobile, who are the senders in the
communication process?
1.

a. Honda and Toyota

2.

b. CTV and CBC

3.

c. The Globe and Mail and the Montreal Gazette

4.

d. The Internet

The marketing mix consists of the product, the price, the place,
and:
1.

a. emotion

2.

b. promotion

3.

c. delivery system

4.

d. service

In the marketing mix, where does integrated marketing
communications belong?
1.

a. pricing decisions

2.

b. product design

3.

c. promotion

4.

d. distribution

Preparing ad copy is which part of the communication process?


1.

a. decoding

2.

b. situational analysis

3.

c. encoding

4.

d. filtering out noise

In the current competitive environment, tangible differences
between brands have ___________ over time.
1.

a. become larger

2.

b. become smaller

3.

c. remained the same

4.

d. become insurmountable

The person or group who wishes to convey a message is which
element of the communication process?
1.

a. sender

2.

b. encoder

3.

c. decoder

4.

d. receiver

In the communication process, the items that carry the message
from the sender to the receiver are:
1.

a. encoding processes

2.

b. decoding processes

3.

c. transmission devices

4.

d. feedback devices

In terms of communication, encoding is:
1.

a. a sales pitch recited by a salesperson

2.

b. the database manager finding a statistical oddity


3.

c. a chat room on the Internet

4.

d. a purchase decision by a consumer

All of the following are examples of clutter except:
1.

a. eight minutes of ads per half hour on television

2.

b. the inside of a bus that has ads all along the top on both sides

3.

c. Web sites loaded with commercials

4.

d. a miscommunication between an ad agency and a brand manager

Noise is:
1.

a. anything that carries a message from a sender to a receiver

2.

b. changing a message to match the specific needs of a target audience

3.

c. a verbal or nonverbal cue delivered by the sender

4.

d. anything that distorts or disrupts a message

A person smells the fragrance of a perfume attached to a magazine
advertisement. What is taking place?
1.

a. encoding

2.

b. transmission

3.

c. decoding

4.

d. feedback

Marketing account executives are facing increasing pressures

related to:
1.

a. accountability

2.

b. affordability

3.

c. accessibility

4.

d. applicability


75 Free Test Bank for Integrated Advertising Promotion
and Marketing communications 1st Canadian Edition by
Clow Mutiple Choice Questions - Page 2
One problem that has typically plagued the execution of traditional
marketing communications plans was
1.

a. the focus on advertising as the core of any program

2.

b. the focus on sales promotions as the core of any program

3.

c. the focus on digital marketing as the core of any program

4.

d. the focus on direct marketing as the core of any program

An agency that works only in the area of product placement is an
example of an agency that has specialized by
1.

a. market

2.

b. target audience

3.

c. communications tactic

4.

d. competition

Agencies that are defined by their strategy to specialize in one
specific area of marketing communications are so-called
1.

a. pioneer agencies

2.

b. niche agencies

3.

c. full-service agencies

4.

d. planning agencies

Bell Media is a multi-media company with leading assets in all the
following, except:
1.

a. television

2.

b. manufacturing


3.

c. radio

4.

d. digital

Asking an agency for a list of awards it has received is an example
of which screening element:
1.

a. relevant experience

2.

b. creative reputation and capabilities

3.

c. client retention rates

4.

d. production capabilities

Which of the following is not a Canadian brand?
1.

a. Nike

2.

b. BlackBerry

3.

c. Roots

4.

d. Tim Hortons

Today, purchase-behaviour predictions are more precise due to the
development of the:
1.

a. UPS

2.

b. UPC

3.

c. UCP

4.

d. UPP

CTV and Maclean’s are examples of
1.

a. marketing strategies

2.

b. marketing elements

3.

c. production companies

4.

d. media companies


Campaigns now use __________ mean(s) of communicating with
audiences.
1.

a. repetitive

2.

b. no

3.

c. one

4.

d. multiple

Each of the following is a responsibility of an agency in order to
ensure a successful relationship with a client, except:
1.

a. be stable

2.

b. be process-driven

3.

c. be understanding

4.

d. be committed

The skills most valued by employers for the position of media
manager include all of the following, except:
1.

a. creative skills

2.

b. organizational skills

3.

c. comfort with numbers

4.

d. communication skills

An agency that focuses on delivering marketing communications for
clients interested in connecting with the youth market is an example
of an agency that has specialized by
1.

a. market

2.

b. target audience

3.

c. communications tactic

4.

d. competition


The first task of the marketing manager is to determine

1.
2.

a. the marketing communications budget
b. what role marketing communications can play within the broader context of
the marketing plan

3.

c. the pricing strategy for the campaign

4.

d. the staffing requirements for the campaign

Full-service agencies perform a ________ range of marketing
communications functions.
1.

a. particular

2.

b. specific

3.

c. narrow

4.

d. broad

A person who works directly for the company that will invest in the
marketing communications is the
1.

a. marketing manager

2.

b. production manager

3.

c. media manager

4.

d. account planner

The bar-code technology was originally used to manage:
1.

a. inventories

2.

b. assets

3.

c. liabilities

4.

d. cash


One problem that has typically plagued the execution of traditional
marketing communications plans was that the various pieces of
marketing communications were often managed by
1.

a. one person

2.

b. People on different teams working towards the same goal

3.

c. different people

4.

d. no one

When selecting an agency, a company will do all of the following,
except:

1.

a. consider the "pitch"

2.

b. request references

3.

c. request accountability

4.

d. identify and prioritize corporate goals

Often a pitch includes a formal presentation addressing a specific
problem, situation or set of questions. This is called a
1.

a. home run

2.

b. shootout

3.

c. goal

4.

d. birdie

All of the following are examples of potential evaluation criteria in
choosing a marketing communications agency except:
1.

a. production capabilities

2.

b. personal chemistry

3.

c. market potential

4.

d. conflicts of interest


To combat brand parity, the marketing team at a company such as
Johnson & Johnson might claim it:
1.

a. is developing additional products

2.

b. has found new customers to buy products

3.

c. has new locations

4.

d. sells superior products

In the past, predictions of consumer purchasing behaviours were
based on the results of test markets, attitudinal research, and
intention-to-buy surveys. Although excellent means of obtaining
information about consumers, they are all of the following, except:
1.

a. slow

2.

b. precise

3.

c. costly

4.

d. potentially unreliable

The largest marketing communications agencies in Canada are socalled
1.

a. pioneer agencies

2.

b. niche agencies

3.

c. full-service agencies

4.

d. planning agencies

An agency that has focused its efforts in the agricultural industry is
an example of an agency that has specialized by
1.

a. market

2.

b. target audience

3.

c. communications tactic

4.

d. competition


UPCs combined with other technology are useful in IMC because
they:
1.

a. facilitate the implementation of JIT

2.

b. enable EOQ calculations to be performed electronically

3.

c. allow quicker service at consumer contact points

4.

d. allow large amounts of data and information about customers to be
gathered

If a large firm were to hire a small agency,
1.

a. the large firm may not be able to pay for the agency’s sophisticated

services and processes

2.

b. the large firm’s account could be lost

3.

c. the large firm may be treated as being insignificant

4.

d. the small agency might be overwhelmed by the account

Michael buys a CD player from the closest store because he
doesn't think there is much of a difference between brands. This is
an example of:
1.

a. a poor quality IMC program

2.

b. standardization

3.

c. marketing integration

4.

d. brand parity

All of the following are examples of services offered by Canadian
companies for broadcast marketing communications, except:
1.

a. sound studios

2.

b. animators

3.

c. coupon processing

4.

d. editing


Client retention rates is an example of
1.

a. an evaluation criteria in choosing a marketing communications agency

2.

b. a financial goal

3.

c. a goal when choosing a marketing communications agency

4.

d. a "pitch"

Integrated market communications is important because purchase
decisions are often made with the help of:
1.

a. homogeneous marketing

2.

b. standardized advertising

3.

c. generic commercials

4.

d. targeted promotions

Younger consumers are more likely to _________ new technology.
1.

a. embrace

2.

b. reject

3.

c. be indifferent to

4.

d. be intimidated by

The people who have a hands-on role in bringing the ideas from the
creative and media department to life are:
1.

a. production managers

2.

b. media managers

3.

c. creatives

4.

d. account planners

Which is ordinarily not considered part of the promotions mix?
1.

a. advertising


2.

b. product design

3.

c. personal selling

4.

d. sales promotions

According to Martyn Straw, chief strategy officer for an advertising
agency, marketing has gone from an expense to a(n)
____________.
1.

a. cost

2.

b. investment

3.

c. burden

4.

d. liability

Brand parity is the:
1.

a. perception that there are no real differences between major brands

2.

b. feeling that most advertising is false

3.

c. belief that all advertisers say essentially the same thing

4.

d. idea that brands are distinct and easy to identify

Full-service agencies perform all of the following functions, except:
1.

a. brand development

2.

b. creative development

3.

c. direct marketing

4.

d. global strategies

Which of the following is a responsibility of a client in order to
ensure a successful relationship with an agency?
1.

a. be stable

2.

b. be process-driven

3.

c. be understanding


4.

d. be committed

Which of the following is not an issue facing Canadian marketers?
1.

a. regional differences in media

2.

b. the homogenous landscape of the Canadian people

3.

c. the vastness of the Canadian market

4.

d. regional differences in consumer behaviour