Ohio University, Athens

MKT 4630

Chapter 14-Integrated Marketing Communications

True/False Questions

1)Integrated marketing communication captures the idea of coordinating all communication messages with the right communication tools and techniques.

2. Broad appeal is representative of the old view of integrated marketing communications.

3. Encoding, distortion, and decoding are main causes of miscommunication.

4. Decoding represents the cause of miscommunication if someone in the firm decided on the intended message, but this message was not sent.

5. Distortion is the likely cause of miscommunication when consumers receive similar print and TV advertisements messages differently.

6. Traditional categories of communication tools include personal communication, non-personal communication, and archived communication.

7. Face-to-face selling is an example of a quasi-personal communication tool.

8. Word-of-mouth communication occurs when customers advise one another of their experience with a particular product or service.

9. In the marketing context, most personal communication is between salespeople and other firm representatives like technical and customer-service personnel.

10. A firm has greater control over the message content in personal communication than in non- personal communication.

11. According to the text, publicity is paid communication directed at a mass audience.

12. Publicity is communication that is not directly paid for, nor sponsored by the firm involved.

13. Consumer promotions include coupons, point-of-purchase materials, and rebates.

14. Trade promotions include special price deals, merchandising allowances, and contests.

15. The pull strategy is the type of communications effort that focuses on direct customers.

16. Pull strategies generally involve higher variable costs since, to fulfill their promotional functions, intermediaries require incentives in the form of higher margins.

17. Push strategies are generally more popular with small firms rather than with well-financed large firms.

18. In B2C, pull strategies are generally more popular with well-financed large firms than with small firms.

19.     Securing new leads and qualifying potential customers is the communications objective most applicable if the market objective is to attract new business from non-users.

20. Communications integration occurs primarily at the top level of an organization.

Multiple Choice Questions

21.                                         captures the idea of coordinating all communication messages with the right communication tools and techniques.

a.) Integrated marketing communications

b.) Target marketing c.) Marketing strategy d.) Brand equity

22. Which of the following represents an old view of integrated marketing communications? a.) Multiple communications targets

b.) Broad appeal  c.) Interactive communication d.) Proliferating media choices

23. All of the following represent external challenges as a firm tries to determine the right mix of tools and techniques for reaching its various audiences EXCEPT:

a.) Noise

b.) Competitive communications

c.) All selections represent external challenges.  d.) Regulators

24. Which of the following DOES NOT represent an internal challenge as a firm tries to determine the right mix of tools and techniques for reaching its various audiences?

a.) “We don’t need it.”

b.) “It’s an unnecessary expense.”

c.) “We need standardization”  d.) “We’ve already done that.”

25. All of the following are main causes of miscommunication EXCEPT:

a.) Feedback

b.) Encoding

c.) Distortion d.) Decoding

26. Which of the following would represent the cause of miscommunication if someone in the firm decided on the intended message, but this message was not sent?

a.) Feedback

b.) Encoding

c.) Distortion d.) Decoding

27. Which of the following would represent the cause of miscommunication if salesforce training is ineffective, and the right message is not communicated?

a.) Feedback

b.) Encoding

c.) Distortion d.) Decoding

28. Which of the following areas of the communication process is most likely caused by a salesperson’s accent affecting the message the customer receives?

a.) Feedback b.) Encoding

c.) Distortion

d.) Decoding

29. Which of the following is the likely cause of miscommunication when consumers receive similar print and TV advertisements messages differently?

a.) Feedback b.) Encoding c.) Decoding

d.) Distortion

30. Traditional categories of communication tools include all of the following EXCEPT: a.) Personal communication

b.) Non-personal communication

c.) Archived communication

d.) Quasi-personal communication

31. Which of the following best describes direct interpersonal (face-to-face) contact with targeted individuals or groups?

a.) Personal communication

b.)   Mass communication c.) Cultural communication

d.) Cross-cultural communication

32.                                    is the use of technological innovation to promote interaction and feedback without the use of human interaction, usually artificial intelligence.

a.) Personal communication

b.) Non-personal communication c.) Archived communication

d.) Quasi-personal communication

33. According to the text, all of the following are examples of mass communication EXCEPT: a.) Advertising

b.) Direct marketing c.) Packaging

d.) Face-to-face communication

34.                                       communication occurs when customers advise one another of their experience with a particular product or service.

a.) Word-of-mouth

b.) Advertising

c.) Direct marketing d.) Packaging

35. In the marketing context, most                                 is between salespeople and other firm representatives like technical and customer-service personnel.

a.) mass communication

b.) personal communication

c.) archived communication

d.) quasi-personal communication

36. A firm has greater control over the message content in                                    than in                                   .

a.) mass communication; personal communication  b.) archived communication; mass communication

c.) personal communication; mass communication

d.) quasi-personal communication; personal communication

37. Typically, firms have little control over word-of-mouth communication, but, increasingly, they orchestrate                                                          campaigns to encourage positive word-of-mouth communication. a.) advertising

b.) mass communication

c.) personal communication

d.) buzz-marketing

38. According to the text,                                      is paid communication directed at a mass audience. a.) direct marketing

b.) advertising

c.) packaging

d.) word-of-mouth

39. Which of the following describes communication that is directed at individuals?

a.) Direct marketing

b.) Advertising c.) Packaging d.) Publicity

40.                                       is communication that is not directly paid for, nor sponsored by the firm involved.

a.) Direct marketing b.) Advertising

c.) Packaging

d.) Publicity

41. In which of the following communication tools does a firm typically provide information in the form of a story, press release, photograph, or video to a third-party transmitter that incorporates the material in its own communications?

a.) Publicity

b.) Advertising c.) Packaging

d.) Word-of-mouth

42. According to the text, consumer promotions include all of the following EXCEPT:

a.) Coupons and games

b.) Point-of-purchase materials

c.) Merchandising allowances

d.) Rebates and premiums

43.     include special price deals, merchandising allowances, and contests.

a.) Trade promotions

b.) Consumer promotions c.) Cross promotions

d.) Discounted promotions

44. Which of the following embraces all forms of communication enabled by the Internet. a.) mass communication

b.) digital communication

c.) work-of-mouth communication d.) personal communication

45. In developing the firm’s communication strategy, all of the following questions must be answered EXCEPT:

a.) “Who are the firm’s communications targets?”

b.) “What is the break-even point for the firm’s current products?”

c.) “What does the firm wish to accomplish with its communication effort?”

d.) “What communications tool will the firm use to accomplish its communications objectives?”

46. Which of the following types of communications effort focuses on direct customers?

a.) Push strategy

b.) Pull strategy

c.) Penetration strategy d.) Skimming strategy

47. Most B2B firms use                                         strategies, most effectively delivered by the sales force.

a.) Push communications

b.) Pull communications

c.) Penetration communications d.) Skimming communications

48. The focus of communication efforts is on indirect customers further down the channel for which of the following types of communications effort?

a.) Push strategy

b.) Penetration strategy c.) Skimming strategy

d.) Pull strategy

49.                                       generally involve higher variable costs since, to fulfill their promotional functions, intermediaries require incentives in the form of higher margins.

a.) Pull strategies

b.) Penetration strategies

c.) Push strategies

d.) Skimming strategies

50. In B2C,                                        are generally more popular with well-financed large firms than with small firms.

a.) Pull strategies

b.) Integrated strategies

c.) Market-based strategies d.) Push strategies