14 Aug 1) A company’s total marketing communications mix consists of a special blend of

1)
A company’s total marketing communications mix consists of a special blend of
advertising, sales promotion, public relations, personal selling, and
direct-marketing tools that the company uses to communicate customer value and
build customer relationships. This is also called ________.
A)
direct marketing
B)
integrated marketing
C)
the promotion mix
D)
competitive marketing
E)
target marketing
2)
The use of short-term incentives to encourage the purchase or sale of a product
or service is called ________.
A)
direct marketing
B)
sales promotions
C)
personal selling
D)
public relations
E)
publicity
3) The promotion mix is the company’s
primary communication activity; the marketing mix must be coordinated for the
greatest communication impact. What is NOT included in the entire marketing
mix?
A)
product
B)
competitor
C)
price
D)
place
E)
promotion

4) Mass-media advertising routinely
involves a company investing millions or even billions of dollars to reach tens
of ________ of customers with a single ad.
A)
billions
B)
thousands
C)
millions
D)
hundreds
E)
tens

5) Today’s consumers do not need to rely
on marketer-supplied information about products and services because they can
use ________ to seek out a wealth of information.
A)
public relations
B)
direct marketing
C)
the Internet and other technologies
D)
mass market media
E)
informative advertising
6) Which of the following is NOT a factor
in the changes occurring in today’s marketing communications?
A)
Mass markets have fragmented, and marketers are shifting away from mass
marketing.
B)
Improvements in communication technologies are changing how companies and
customers communicate with each other.
C)
Companies routinely invest millions of dollars in the mass media.
D)
Mass media no longer capture the majority of promotional budgets.
E)
Today’s consumers are better informed about products and services.
7) Moving away from ________, marketers
have been shifting toward highly focused marketing, spawning a new generation
of more specialized and highly targeted communications efforts.
A)
mass marketing
B)
advertising
C)
direct marketing
D)
pull strategies
E)
push strategies

8) Integrated marketing communications
produces better communications ________ and greater ________ impact.
A)
consistency; sales
B)
sales; consistency
C)
marketing; sales
D)
variety; production
E)
branding; quality

9) Today, marketers are moving toward
viewing communications as managing the ________ over time.
A)
advertising agency
B)
nonpersonal communication channels
C)
word-of-mouth influence
D)
customer relationship
E)
product life cycle

10) Integrated marketing communications
involves identifying the target audience and shaping a well-coordinated
________ to elicit the desired audience response.
A)
pull strategy
B)
push strategy
C)
promotional program
D)
opinion leader
E)
target market

11) Using integrated marketing
communications, the communications process should start with ________.
A)
advertising strategy
B)
the competitive-parity method
C)
public relations
D)
an audit of all the potential customer touch points
E)
publicity

12) To ________, a marketer can ask target
audience members whether they remember the message, how many times they saw it,
and what points they remember.
A)
select a message source
B)
collect feedback
C)
select a message channel
D)
plan a media purchase
E)
design a marketing appeal

13) ________ from marketing communications may suggest
changes in the promotion program or in the product offer itself.
A)
Encoding
B)
Decoding
C)
Feedback
D)
Noise
E)
Shelter

14) Companies use all of the following
methods to set their advertising budget EXCEPT the ________.
A)
objective-and-task method
B)
integrated method
C)
competitive-parity method
D)
percentage-of-sales method
E)
affordable method

15) Using the ________ method for setting
an advertising budget, the company starts with total revenues, deducts
operating expenses and capital outlays, and then devotes some portion of the
remaining funds to advertising.
A)
integrated
B)
moving-average
C)
competitive-parity
D)
percentage-of-sales
E)
affordable

16) Though the ________ method of setting
an advertising budget is simple to use and helps management think about the
relationships among promotion spending, selling price, and profit per unit, it
wrongly views sales as the cause of promotion rather than the result.
A)
percentage-of-sales
B)
affordable
C)
competitive-parity
D)
objective-and-task
E)
regression

17) Which of the following is LEAST important
for integrating a firm’s marketing communications?
A)
analyze internal and external trends
B)
audit the pockets of communications spending throughout the organization
C)
identify all customer touch points for the company and its brands
D)
study the competitor’s communications and promotions
E)
create performance measures for all communications elements

18) Bait-and-switch advertising ________.
A)
attracts buyers under false pretenses
B)
is unethical
C)
is illegal
D)
is deceptive
E)
all of the above

19) Which of the following would be
classified as bait-and-switch advertising?
A)
advertising a cheaper brand but only making a more expensive one available to
customers
B)
raising a product’s prices
C)
attempting to charge less for a brand than for manufacturers’ brands
D)
advertising service packages that cannot actually be provided
E)
favoring certain customers over others through trade promotions

20) A company’s salespeople should always
follow the rules of ________.
A)
high-pressure selling
B)
societal marketing
C)
competition
D)
fair competition
E)
cooling-off
21) Sales promotion makes use of press
releases and special events.
22) Though mass marketing was effective in
past decades, large companies no longer routinely invest large chunks of their
advertising budgets in mass-media outlets such as television and magazines.
23) Mass markets have fragmented; thus,
marketers are shifting away from mass marketing.

24) A marketing communications director
has overall responsibility for the company’s communications efforts.
25) The communications process should
start with mass media advertising to reach many consumers.

26) The four major communication functions
are encoding, decoding, response, and noise.
27) Buzz marketing involves cultivating
opinion leaders and getting them to spread information about a product or
service to others in their communities.

28) The percentage-of-sales method wrongly
views sales as the cause of promotion rather than the result.
29) The affordable method sets promotion
budgets to match competitors’ outlays.
30) Large-scale advertising conveys a
positive message about the seller’s size, popularity, and success.

1)
A company’s total marketing communications mix consists of a special blend of
advertising, sales promotion, public relations, personal selling, and
direct-marketing tools that the company uses to communicate customer value and
build customer relationships. This is also called ________. A)
direct marketingB)
integrated marketingC)
the promotion mixD)
competitive marketingE)
target marketing2)
The use of short-term incentives to encourage the purchase or sale of a product
or service is called ________. A)
direct marketingB)
sales promotionsC)
personal sellingD)
public relationsE)
publicity3) The promotion mix is the company’s
primary communication activity; the marketing mix must be coordinated for the
greatest communication impact. What is NOT included in the entire marketing
mix? A)
productB)
competitorC)
priceD)
placeE)
promotion4) Mass-media advertising routinely
involves a company investing millions or even billions of dollars to reach tens
of ________ of customers with a single ad.A)
billionsB)
thousandsC)
millionsD)
hundredsE)
tens5) Today’s consumers do not need to rely
on marketer-supplied information about products and services because they can
use ________ to seek out a wealth of information.A)
public relationsB)
direct marketingC)
the Internet and other technologiesD)
mass market mediaE)
informative advertising6) Which of the following is NOT a factor
in the changes occurring in today’s marketing communications? A)
Mass markets have fragmented, and marketers are shifting away from mass
marketing.B)
Improvements in communication technologies are changing how companies and
customers communicate with each other.C)
Companies routinely invest millions of dollars in the mass media.D)
Mass media no longer capture the majority of promotional budgets.E)
Today’s consumers are better informed about products and services.7) Moving away from ________, marketers
have been shifting toward highly focused marketing, spawning a new generation
of more specialized and highly targeted communications efforts.A)
mass marketingB)
advertisingC)
direct marketingD)
pull strategiesE)
push strategies8) Integrated marketing communications
produces better communications ________ and greater ________ impact.A)
consistency; salesB)
sales; consistencyC)
marketing; salesD)
variety; productionE)
branding; quality9) Today, marketers are moving toward
viewing communications as managing the ________ over time.A)
advertising agencyB)
nonpersonal communication channelsC)
word-of-mouth influenceD)
customer relationshipE)
product life cycle10) Integrated marketing communications
involves identifying the target audience and shaping a well-coordinated
________ to elicit the desired audience response.A)
pull strategyB)
push strategyC)
promotional programD)
opinion leaderE)
target market11) Using integrated marketing
communications, the communications process should start with ________.A)
advertising strategyB)
the competitive-parity methodC)
public relationsD)
an audit of all the potential customer touch pointsE)
publicity12) To ________, a marketer can ask target
audience members whether they remember the message, how many times they saw it,
and what points they remember.A)
select a message sourceB)
collect feedbackC)
select a message channelD)
plan a media purchaseE)
design a marketing appeal13) ________ from marketing communications may suggest
changes in the promotion program or in the product offer itself.A)
Encoding B)
Decoding C)
Feedback D)
NoiseE)
Shelter14) Companies use all of the following
methods to set their advertising budget EXCEPT the ________.A)
objective-and-task methodB)
integrated methodC)
competitive-parity methodD)
percentage-of-sales methodE)
affordable method15) Using the ________ method for setting
an advertising budget, the company starts with total revenues, deducts
operating expenses and capital outlays, and then devotes some portion of the
remaining funds to advertising. A)
integrated B)
moving-averageC)
competitive-parity D)
percentage-of-sales E)
affordable 16) Though the ________ method of setting
an advertising budget is simple to use and helps management think about the
relationships among promotion spending, selling price, and profit per unit, it
wrongly views sales as the cause of promotion rather than the result. A)
percentage-of-salesB)
affordableC)
competitive-parityD)
objective-and-taskE)
regression17) Which of the following is LEAST important
for integrating a firm’s marketing communications?A)
analyze internal and external trendsB)
audit the pockets of communications spending throughout the organizationC)
identify all customer touch points for the company and its brandsD)
study the competitor’s communications and promotionsE)
create performance measures for all communications elements18) Bait-and-switch advertising ________.A)
attracts buyers under false pretensesB)
is unethicalC)
is illegalD)
is deceptiveE)
all of the above19) Which of the following would be
classified as bait-and-switch advertising?A)
advertising a cheaper brand but only making a more expensive one available to
customersB)
raising a product’s prices C)
attempting to charge less for a brand than for manufacturers’ brandsD)
advertising service packages that cannot actually be providedE)
favoring certain customers over others through trade promotions20) A company’s salespeople should always
follow the rules of ________.A)
high-pressure sellingB)
societal marketingC)
competitionD)
fair competitionE)
cooling-off21) Sales promotion makes use of press
releases and special events.22) Though mass marketing was effective in
past decades, large companies no longer routinely invest large chunks of their
advertising budgets in mass-media outlets such as television and magazines.23) Mass markets have fragmented; thus,
marketers are shifting away from mass marketing. 24) A marketing communications director
has overall responsibility for the company’s communications efforts.25) The communications process should
start with mass media advertising to reach many consumers.26) The four major communication functions
are encoding, decoding, response, and noise.27) Buzz marketing involves cultivating
opinion leaders and getting them to spread information about a product or
service to others in their communities.28) The percentage-of-sales method wrongly
views sales as the cause of promotion rather than the result.29) The affordable method sets promotion
budgets to match competitors’ outlays.30) Large-scale advertising conveys a
positive message about the seller’s size, popularity, and success.

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