MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1 Media strategy includes each of the following decisions EXCEPT: 1 A communication channels to be used B type of media to be used C overall slogan D sp

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Media strategy includes each of the following decisions EXCEPT: 1) A) communication channels to be used B) type of media to be used C) overall slogan D) specific titles or shows 2) Which of the following best describes a criticism of IMC? 2) A) Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike B) Unifies communication for consistent message and image C) Differentiates communication to multiple customer groups D) Uses database-centred communication for tangible results 3) Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of: 3) A) an external environmental analysis B) global warming C) McCain's revised marketing objectives D) an internal financial analysis 4) ________ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. 4) A) Organizational communication B) Promotion C) Advertising D) Publicity 5) Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: 5) A) a multi-media universe B) a differentiated product approach C) multi-level marketing D) a multi-channel environment 6) Each of the following is true about brand equity EXCEPT: 6) A) It builds on the favourable image and impressions of differentiation of a brand. B) It is a tangible asset which can provide competitive advantage. C) It is a challenge for marketers to consistently measure brand equity. D) It is a measure of consumer attachment to a brand. 7) ________ is nonpersonal communication neither directly paid for nor run under identified sponsorship. 7) A) Sales promotion B) Public relations C) Publicity D) Advertising 1 Chapter 1 Advertising and Promotion An Integrated Marketi ng Communications Perspective, 6 th Canadian Edition, 6e Michael Guolla George Belch Michael Belch (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter 1 / 4

8) Which of the following is NOT a specialized marketing communication service? 8) A) Interactive agency B) Marketing research company C) Direct-response agency D) Public relations firm 9) When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they will talk about it on air, it is an example of: 9) A) public relations B) trade sales promotion C) publicity D) personal selling 10) How does advertising differ from publicity? 10) A) Advertising typically utilizes mass media, and publicity does not. B) Advertising is paid for by the sponsoring organization, and publicity is not. C) Advertising is done by manufacturers, and publicity is done be retailers. D) Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. 11) ________ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives. 11) A) Sales promotion B) Marketing C) Advertising D) Integrated marketing communications 12) The primary objective of these members of the promotional process is to sell their time or space so companies can effectively reach their target audiences with their messages. 12) A) Media organizations B) Advertisers C) Advertising agencies D) Interactive agencies 13) Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including: 13) A) The brand equity and consumer preference of PC's Woven Wheat Thins. B) A review of how much profit Kraft expects his brand to contribute to the overall marketing plan. C) The relative media costs of Chatelaine and Canadian Living magazines. D) Whether people prefer eating Triscuit warmed up or straight out of the box. 14) A review of a movie in Maclean's magazine or on "Canada AM" is an example of: 14) A) media-selling B) promotion C) personal selling D) publicity 2 2 / 4

15) The ________ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. 15) A) promotional plan B) communications plan C) situation analysis D) marketing plan 16) Which of these is NOT a reason why marketers use advertising? 16) A) To set an appropriate price across various channels B) To create symbolic appeals for a company or brand C) To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience D) To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult 17) Individuals and companies that perform specialized functions such as marketing research, video production, package design, and event marketing are known as: 17) A) Support agencies B) Tier-two agencies C) Collateral services D) Marketing specialty firms 18) The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order. Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily? 18) A) Direct marketing B) Advertising C) Public relations D) Sale promotion 19) Product protection, storage, communication, and image are all functional benefits of: 19) A) brand marketing B) packaging C) product attributes D) brand identity 20) ________ is defined as any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor. 20) A) The promotional mix B) Sales promotion C) Publicity D) Advertising 21) The ________ approves and pays for the creative work and media plan. 21) A) advertiser B) agency-of-record C) promotional agency D) media planning group 22) A market analysis includes a number of factors like market size, growth, and ________. 22) A) profitability B) age C) census D) global ownership 3 3 / 4

23) Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? 23) A) Direct marketing B) Advertising C) Sales promotion D) Publicity 24) Many companies are taking a(n) ________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner. 24) A) modern B) aggressive C) audience contact D) traditional 25) Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner. Kim believes this approach can help develop an efficient and effective communication campaign. This approach is best described as: 25) A) persuasive communication perspective B) database-centred perspective C) audience contact perspective D) relationship marketing perspective 26) The concept of IMC suggests that all elements of the promotional campaign must be carefully linked. Which of the following statements is NOT true in this regard? 26) A) Consumers receive so many promotional exposures that they see everything as advertising. B) IMC messaging must be both unified yet differentiated, to deliver a consistent image to various potential targets. C) There are many potential audience contacts; a focused approach ensures that the message is clear and the brand is represented well. D) Critics argue that IMC ignores the existence of multiple target audiences. 27) ________ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. 27) A) Sales promotion B) Direct mail C) Public relations D) Personal selling 28) IMC planning can best be described as: 28) A) coordinating the activities of people who come in contact with the prospect or consumer B) measuring the effectiveness of any communication with the target market C) placing coupons in each Sunday edition of major newspapers D) skillfully coordinating the promotional mix elements to develop an effective communication program 4

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