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

101 Test Bank for Advertising Promotion and Other
Aspects of Integrated Marketing Communications 8th
Edition

True – False Questions

The mixture of communications elements and the determination of
messages, media, and momentum are all fundamental decisions in the
brand-level marcom decision process.
1.

True

2.

False

The terms touch point and contact are used interchangeably to mean any
message medium capable of reaching target customers and presenting
the brand in a favorable light.
1.

True

2.

False

The term brand is a convenient (and appropriate) label for describing any
object of concerted marketing efforts.
1.

True

2.

False

The fundament decisions in the marcom decision process are conceptual
and strategic, and the implementation decisions are practical and tactical.
1.

True

2.

False


There is an optimum mixture of expenditures between advertising and
promotion that can be determined using computer models.
1.

True

2.

False

One reason firms have not practiced IMC is because different units within
organizations have specialized in separate aspects of marketing

communications.
1.

True

2.

False

In reality, IMC is little more than a management fad that is short lived.
1.

True

2.

False

Coordination of messages and media is absolutely critical to achieving a
strong and unified brand image and moving consumers to action.
1.

True

2.

False

A brand has no equity if consumers are unfamiliar with it.
1.

True

2.

False

Marketing and communications are virtually inseparable.
1.

True

2.

False


Many companies treat the various communication elements, such as
advertising, sales promotions, public relations, and so on, as virtually
separate activities rather than integrated tools that work together to
achieve a common goal.
1.

True

2.

False

One thing that has not changed in marketing communication practices is

the dependence on mass media advertising.
1.

True

2.

False

The various types of brand-level marcom decisions include fundamental
decisions and implementation decisions.
1.

True

2.

False

Interactive marketing communications, or simply IMC, is the philosophy
and practice of carefully coordinating a brand’s sundry marketing
communications elements.
1.

True

2.

False

The integrated marketing communication process starts by determining
the strengths and weaknesses of the marketer.
1.

True

2.

False

Systematic decision making requires that message content be dictated
primarily by the media vehicle used to reach the target audience.
1.

True


2.

False

Selection of target segments is a critical step toward effective and
efficient marketing communications.
1.

True

2.

False

The use of marketing communications is not appropriate for organizations
delivering not-for-profit services.
1.

True

2.

False

Purchase intentions are not valid communication measures.
1.

True

2.

False

Successful marketing communication requires building relationships
between brands and their consumers/customers.
1.

True

2.

False

The ultimate objective of successful marketing communications is to cut
costs.
1.

True

2.

False

By closely integrating multiple communication tools and media, brand
managers achieve duplicity, which means multiple methods in
combination with one another yield more positive communication results
than do the tools used individually.
1.

True


2.

False

The IMC approach uses the “inside-out” approach in identifying
communication vehicles.
1.

True

2.

False

Marketing communications play an important role for all companies.
1.

True

2.

False

The marketing communications component of the marketing mix has
decreased dramatically in importance in recent decades.
1.

True

2.

False

According to a recent study, integrated marketing communications is
seldom employed by business-to-business marketers.
1.

True

2.

False

Most marketing communications occur at the brand level.
1.

True

2.

False

One reason firms have not practiced IMC is because outside suppliers,
such as advertising, public relations, and promotion agencies, have been
reluctant to broaden their function beyond the one aspect of marketing
communications in which they have developed expertise and built their
reputations.
1.

True


2.

False

Brands perform a critical strategic role by providing a key means for
differentiating one company’s offering from competitive brands.
1.

True

2.

False

The concept of media is relevant to all marcom tools.
1.

True

2.

False

The use of integrated marketing communications is restricted to the mass
media.
1.

True

2.

False

Novice managers are more likely than experienced managers to practice
IMC.
1.

True

2.

False

A positioning statement is the key idea that encapsulates what a brand is
intended to stand for in its target market’s mind.
1.

True

2.

False

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

True

2.

False


A brand’s name is the central idea that encapsulates a brand’s meaning
and distinctiveness relative to competitive brands in the product
category.
1.

True

2.

False

Mutiple Choice Questions - Page 1
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

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

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

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

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.

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


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

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

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 is NOT a form of media advertising?
1.

a.television

2.

b.radio

3.

c.magazines


4.

d.sales promotions

5.

e.newspapers

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.

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


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

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.

5.

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
e.fear of reduction in authority and power

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.


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

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)

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


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

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.

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


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

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.

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

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.

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

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

____ 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

60 Free Test Bank for Advertising Promotion and
Other Aspects of Integrated Marketing
Communications 8th Edition by Shimp Mutiple Choice
Questions - Page 2
____ 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

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 an implementation decision in the brand-level
marcom decision process?
1.

a.targeting

2.

b.mixing elements

3.

c.budgeting

4.

d.positioning

5.

e.setting objectives

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

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

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.

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.

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


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

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

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


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.

a.appeal to consumers’ demographic characteristics

2.

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

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.

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.
3.

b.It is difficult to define the problem.
c.There is no way of determining the mathematical optimum allocation among
marcom elements.

4.

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.

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.

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.

4.

c.the organization has the expertise in its current staff to develop successful
promotions
d.the majority of the target market is price sensitive


5.

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

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)

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

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.

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.

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

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)

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.

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

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

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

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

Free Text Questions
Explain what the payoff is from using integrated marketing
communications.
Answer Given

The payoff is that by closely integrating multiple communications tools and media,
brand managers achieve synergy. That is, multiple methods in combination with
one another yield more positive communication results than do the tools used
individually.

Explain the five key features that undergird the philosophy and practice of
integrated marketing communications.
Answer Given

The five key IMC features are: 1. The customer represents the starting point for all
marketing communications activities. The IMC approach avoids an “inside-out”
approach (from company to customer) in identifying communication vehicles and
instead starts with the customer (“outside-in”) to determine those communication
methods that will best serve the customers’ information needs and motivate them