138 test bank for integrated advertising promotion and marketing communications 5th edition by clow

138 Test Bank for Integrated Advertising Promotion
and Marketing Communications 5th Edition by Clow

Mutiple Choice Questions - Page 1
Noise is:
1.

A) anything which 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

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

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) decoders

3.

C) receivers

4.

D) subjects


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

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

Of the following, the individual that works for the company that produces
the product is a(n):
1.

A) agency account executive

2.

B) brand manager

3.

C) media buyer

4.

D) media planner

The individual in charge of Tide, Bold, and Cheer laundry detergents at
Procter & Gamble would be the:
1.

A) agency account executive

2.

B) brand manager

3.

C) media buyer

4.

D) media planner


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

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

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

To survive in the long-run, Twitter must move past being viewed as
"babbling spam" to:
1.
2.

A) provide businesses with an economical way of reaching consumers
B) becoming an interactive medium for customers to use for personal interactions
with businesses

3.

C) create meaningful information in the most relevant way

4.

D) create a venue for advertising


Marketing account executives are facing increasing pressures related to:
1.

A) accountability

2.

B) affordability

3.

C) accessibility

4.

D) applicability

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

Which would be 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

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

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

A) the marketing plan


2.

B) the marketing mix

3.

C) integrated marketing communications

4.

D) marketing strategy

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

Marlene 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. Marlene is a(n):
1.

A) account manager

2.

B) brand manager

3.

C) creative

4.

D) media manager

When Sean shops for an automobile, which are the senders in the

communication process?
1.

A) Honda and Toyota

2.

B) NBC and CSPAN

3.

C) The New York Times and the Chicago Sun Times

4.

D) The Internet and the Web

All of the following are examples of communication noise except:
1.

A) driving while listening to the radio

2.

B) scanning the newspaper for articles to read


3.

C) scrolling past Internet ads without looking at them

4.

D) examining an advertisement in a magazine

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

A creative's main responsibility is to:
1.

A) represent the customer's voice with an advertising agency

2.

B) evaluate the marketing plan

3.

C) develop advertisements and campaigns

4.

D) receive marketing messages from various sources

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

A) emotions

2.

B) promotions

3.

C) delivery systems

4.

D) services

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


An advertising agency is told by the client that an advertising 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

The individual who is responsible for a specific brand or line of products
is the:
1.

A) agency account executive

2.

B) brand manager

3.

C) media buyer

4.

D) media planner

The first element of an IMC marketing plan is a(n):
1.

A) situational analysis

2.

B) set of marketing objectives

3.

C) analysis of human resources

4.

D) statement of marketing strategies and tactics

The key to using social media successfully is:
1.

A) making it compatible with the off-line marketing program

2.

B) identifying the heavy users of the product

3.

C) finding the right Facebook fans

4.

D) using both Facebook and Twitter in an integrated manner

The individuals who develop the actual advertisements for promotional
campaigns are called:
1.

A) account executives


2.

B) brand managers

3.

C) creatives

4.

D) receivers

Companies are shifting advertising dollars to Web sites such as
Facebook, MySpace, and 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

According to the cofounder of Twitter, Biz Stone, Twitter can deliver value
to businesses by:
1.

A) offering a free channel of communication

2.

B) creating a better customer experience

3.

C) allowing customers to interact with each other

4.

D) offering businesses a cheap way to advertise

Traditionally, promotions included the following, except:
1.

A) advertising

2.

B) product design

3.

C) personal selling

4.

D) sales promotions

An account executive's duties include:
1.

A) preparing a database

2.

B) development of an overall strategic communication plan

3.

C) preparing the actual advertisements


4.

D) product development and applications

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

A) encoding

2.

B) transmission

3.

C) decoding

4.

D) feedback

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

A) pricing decisions

2.

B) product design

3.

C) promotion

4.

D) distribution

Michelle is watching television and a commercial for a new car comes on.
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

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


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

78 Free Test Bank for Integrated Advertising
Promotion and Marketing Communications 5th Edition
by Clow Mutiple Choice Questions - Page 2

Because of the decline in the effectiveness of mass-media advertising,
marketers have shifted efforts to:
1.

A) using advertising agencies

2.

B) creating brand parity

3.

C) trade promotions

4.

D) micro-marketing

Buying online from Amazon.com rather than a record or book store is an
example of:
1.

A) a power shift to the consumer

2.

B) a power shift to the producer

3.

C) decline in the effectiveness of mass media

4.

D) a new form of wholesaling

In terms of marketing communications, adaptation is:
1.

A) not used in international environments

2.

B) a form of e-commerce

3.

C) advertising in unusual media

4.

D) adjusting a message to local conditions


Because retailers control shelf purchase and have purchasing data, they
determine:
1.

A) what products and brands are placed on stores shelves

2.

B) what marketing products manufacturers use

3.

C) who has the power in the distribution channel

4.

D) what products manufacturers produce

In terms of marketing communications, standardization is:
1.

A) using the same message across national boundaries

2.

B) a form of adaptation

3.

C) new product development

4.

D) a new form of the promotions mix

In the global cell phone market, the industry leader with 40 percent of the

market share is:
1.

A) LG

2.

B) Motorola

3.

C) Nokia

4.

D) Samsung

Current trends affecting marketing communications include the following,
except:
1.

A) explosion in the use of alternative media

2.

B) emphasis on pull marketing strategies

3.

C) accountability and measurable outcomes

4.

D) changes in tasks performed by key players

A contact point is:
1.

A) the place where a marketer reaches the production team


2.

B) the place where the product is packaged or sold

3.

C) a description of the effects of an advertisement

4.

D) a place where consumers interact with a company

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

Michael buys electronic items from the closest retail 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

GIMC stands for:

1.

A) Globally Integrated Marketing Communications

2.

B) Global and Institutional Marketing Concepts

3.

C) Generic and Institutionalized Marketing Creations

4.

D) Generating Ideas for Marketing Control

Advances in ________ have dramatically changed marketing.
1.

A) technology and communication

2.

B) integrated marketing methods and venues

3.

C) global competition and micro-marketing

4.

D) hand-held communication technologies and the Internet


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

All of the following are trends impacting the use of integrated advertising
and marketing communications except:
1.

A) emphasis on customer engagement

2.

B) increases in perception of brand parity

3.

C) increase in channel power by manufacturers

4.

D) increase in micro-marketing

The marketing group for Bank of America has recently started analyzing
the features customers use with ATM cards. This is an example of:
1.

A) coordinating communication cross-functionally

2.

B) applying information technology

3.

C) a price and distribution system

4.

D) developing interpersonal communications

Web sites, cell phones, and advertisements that present the same
message and theme are:

1.

A) contact points

2.

B) marketing plans

3.

C) account executives

4.

D) marketing objectives


The term "alternative marketing" would include the following, except:
1.

A) buzz marketing

2.

B) social networks and blogs

3.

C) guerrilla marketing

4.

D) product placement

By 2012, online purchases of products will rise to approximately ________
percent of retail sales.
1.

A) 3

2.

B) 5

3.

C) 8

4.

D) 12

The competitive environment is now more:
1.

A) local

2.

B) global

3.

C) concentrated

4.

D) benign

An example of standardization is:
1.

A) using the "Generation Next" theme in all of Pepsi's global markets

2.

B) using women with their faces covered in ads for Islamic countries

3.

C) developing a Web site in several languages

4.

D) using local salespeople

Promotions that help the manufacture push the product through the
channel are:
1.

A) consumer promotions


2.

B) rebate programs

3.

C) direct marketing programs

4.

D) trade promotions

Coca Cola runs the same advertisement in all French-speaking countries.
This is an example of:
1.

A) a diversified IMC theme

2.

B) standardization

3.

C) customization

4.

D) integration

Many marketing experts feel the advancement of the Internet and
information technology has caused a shift in channel power:
1.

A) from producers to wholesalers

2.

B) away from manufacturers

3.

C) from retailers to wholesalers

4.

D) to consumers

In terms of the changes in tasks performed by individuals involved in
advertising, which statement below is true?
1.

2.

A) Account executives now control the channel of communication with advertising
agencies.
B) The role of the account planner has become more important.

3.

C) Advertising agencies have become the leader in developing integrated
marketing communications.

4.

D) A new partnership among account executives, brand managers, account
planners, and creatives has emerged.

The foundation of an IMC program consists of a careful review of the
following, except:
1.

A) the products to be sold


2.

B) company's image

3.

C) the markets in which buyers are located

4.

D) the buyers to be served

Brand parity means quality becomes less of a concern for consumers so
purchase decisions are based on:
1.

A) advertising effectiveness

2.

B) retail store location

3.

C) price, availability, promotions or other criteria

4.

D) information found on the Internet

Because of the rise in the importance of accountability and producing
measurable results, companies have become less reliant on television
advertising and have shifted dollars to:
1.

A) alternative communication venues and methods

2.

B) pull marketing strategies

3.

C) integrated marketing communication firms

4.

D) their own marketing departments instead of advertising agencies

An example of adaptation is:
1.

A) Ford's One-World Ford Contour car

2.

B) not selling the McRib sandwich in Israel because it violates religious practices

3.

C) printing ads only in English for European countries

4.

D) using direct mail

The second element of an IMC marketing plan, following a situation
analysis is a(n):
1.

A) situational analysis

2.

B) marketing objectives


3.

C) SWOT analysis

4.

D) target market

The two types of buyer behaviors the marketing team must understand
are business-to-business behaviors and:
1.

A) local community activities

2.

B) governmental purchase

3.

C) consumer buyer behaviors

4.

D) competitive actions

The following are examples of a customer contact points, except:
1.

A) a commercial web site

2.

B) a friend who recommends a brand

3.

C) a receptionist at a business

4.

D) a sales clerk at a retail store

In terms of manufacturers and retailers, to build a strong customer base
the best approach is:
1.

A) a partnership between the retailer and manufacturer

2.

B) for the retailer to control the channel power

3.

C) for the manufacturer to control the channel power

4.

D) to allow consumers to have the most control in the channel

Mass-media television advertising:
1.

A) is as effective as ever

2.

B) has risen in the past decade

3.

C) has not been assessed effectively

4.

D) is declining in effectiveness


All of the following are trends impacting the use of integrated advertising
and marketing communications except:
1.

A) advances in information technology

2.

B) increases in perception of brand equity

3.

C) changes in channel power

4.

D) increase in global competition

Alternative interactive marketing techniques are designed to:
1.

A) push products through the marketing channel

2.

B) replace traditional advertising, such as television, radio and magazines

3.

C) to bring marketing to the forefront

4.

D) create experiences with a brand and not just simply purchases

The foundation of an integrated marketing communications program

consists of managing the brand and corporate image, understanding
buyer behaviors, and a(n):
1.

A) analysis of the organization

2.

B) promotions opportunity analysis

3.

C) advertising management program

4.

D) company assessment program

Increased usage of micro-marketing means:
1.

A) an increased emphasis on mass advertising

2.

B) companies focus more dollars with online advertising

3.

C) advertising agencies are used less by companies

4.

D) marketing programs focus more on individuals and micro-segments


The term used to summarize the various activities involved with the
Internet is
1.

A) international commerce

2.

B) e-active marketing

3.

C) electronic marketing

4.

D) blogging

Promotions which are directly oriented to end users and include coupons,
contests, premiums, refunds, rebates, free samples, and price-off offers
are:
1.

A) consumer promotions

2.

B) rebate programs

3.

C) direct marketing programs

4.

D) trade promotions

Members of a typical marketing channel include producers, wholesalers,
retailers, and:
1.

A) consumers

2.

B) competitors

3.

C) business agents

4.

D) business merchants

True - False Questions
Trade promotions include contests, incentives, vendor support programs,
and other fees and discounts that help the manufacture push the product
through the channel.
1.

True

2.

False

Decoding occurs when the message is interpreted by the receiver.
1.

True

2.

False

Typically, advertising messages are decoded in the same way by large
numbers of consumers because of the standard nature of the decoding
process.
1.

True

2.

False

Twitter is worth over $1 billion and has generated a profit and positive
cash flow within a year of its inception.
1.

True

2.

False

A contact point is any point where consumers interact with a company or
acquire information about a company.
1.

True

2.

False


The budget preparation stage of a marketing analysis focuses on finding
company strengths and weaknesses and environmental opportunities and
threats.
1.

True

2.

False

The term E-active marketing is used to summarize the various activities
associated with the Internet.
1.

True

2.

False

One of the forces that is impacting the field of marketing communication
is the emergence of alternative media.
1.

True

2.

False

The account planner works for the client and provides to the agency an
understanding of the customer's viewpoint and to be involved in the
development of advertising campaigns.
1.

True

2.

False

Communication is defined as transmitting, receiving, and processing
information.
1.

True

2.

False

Brand loyalty has steadily increased over the last decade.
1.

True

2.

False


Because nontraditional and alternative media have not produced the
results marketers thought it would, companies have cut expenditures on
alternative methods and shifted it to traditional media.

1.

True

2.

False

When a customer smells a perfume sample in a magazine while reading an
ad, decoding is taking place.
1.

True

2.

False

In the global mobile phone market, the greatest market share is held by
Nokia.
1.

True

2.

False

One new marketing challenge is that consumers can now purchase goods
and services from anywhere in the world, which increases competitive

forces.
1.

True

2.

False

The process of creating television commercials, print ads, and retail
coupons are examples of encoding.
1.

True

2.

False

Today's consumers have a variety of choices regarding where they can
obtain information about a brand.
1.

True

2.

False

The large number of marketing messages consumers are exposed to daily
is an example of noise and is also called clutter.
1.

True

2.

False

In recent years there has been an increased emphasis on accountability
and on measurable results.
1.

True

2.

False

When an advertising creative takes an idea and transforms it into an ad,
the process is known as decoding in a communications model.
1.

True

2.

False

A Globally Integrated Marketing Communications plan creates a standard
message across all cultures.
1.

True

2.

False

The advancement of the World Wide Web and information technology has
caused some channel power shift to consumers.
1.

True

2.

False

Noise is anything that distorts or disrupts a message and can occur at any
stage in the communication process.
1.

True

2.

False

The first step to preparing an integrated marketing plan is a situational
analysis in which the marketing team identifies problems and
opportunities.
1.

True

2.

False

Standardization would be an effective GIMC tactic in the Middle East
because of the variety of religions and cultures.
1.

True

2.

False

Brand parity is the belief that multiple brands consist of or offer the same
set of attributes and benefits and are of equal quality.
1.

True

2.

False

Susan researches the Internet for information about the best brands of
stereos. She also has visited Best Buy. This is an example of a shift in
power to the retailer.
1.

True

2.

False

Coca-Cola's consistent use of the same logo, theme, and colors on
packages and in advertisements is an example of an integrated marketing
communications approach.
1.

True

2.

False

Both small and large businesses can use Twitter to create a better
customer experience.
1.

True

2.

False

The number of ways to reach potential customers continually increases
while alternative methods expand and become increasingly popular.
1.

True

2.

False

Companies that use advertisements to send messages to customers are
the senders in a communications model.
1.

True

2.

False

Retailers often maintain channel power by controlling shelf space and
purchase data.
1.

True

2.

False

Televisions carrying advertisements and billboards that are available for
new ads are examples of senders in the communication process.
1.

True

2.

False

The actual purchase of a product is considered to be feedback in the
communications model.
1.

True

2.

False

Knowing how to reach purchasing managers and other decision makers
within target businesses is a critical element in the development of a
totally integrated communications plan.
1.

True