Florida International University

MAR 3023

Chapter 14-Integrated Marketing Communications

True/FalseQuestions

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. The Internet 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. Integrating communication tools, for specific communications targets, in a single market segment strategy is the most fundamental type of integration a firm should strive for in its effort to develop an effective integrated marketing communications program

 

 

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.) Targeted messaging

 

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.) “Noise”

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 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

 

28. 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

 

29. 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

 

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

a.) Personal communication

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

d.) Cross-cultural communication

 

31. The Internet is an example of which of the following traditional categories of communication tools? a.) Personal communication

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

d.) Quasi-personal communication

 

32. According to the text, all of the following are examples of non-personal communication EXCEPT: a.) Advertising

b.) Direct marketing c.) Packaging

d.) Face-to-face communication

 

33.                                       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

 

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

a.) non-personal communication

b.) personal communication

c.) archived communication

d.) quasi-personal communication

 

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

a.) non-personal communication; personal communication

b.) archived communication; non-personal communication c.) personal communication; non-personal communication d.) quasi-personal communication; personal communication

 

36. 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.) non-personal communication c.) personal communication

d.) buzz-marketing

 

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

b.) advertising

c.) packaging

d.) word-of-mouth

 

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

a.) Direct marketing

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

 

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

a.) Direct marketing b.) Advertising

c.) Packaging

d.) Publicity

 

40. 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

 

41. 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

 

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

a.) Trade promotions

b.) Consumer promotions c.) Cross promotions

d.) Discounted promotions

 

43. Which of the following describes the form of communication, enabled by technological innovation, that embraces interaction and feedback without human involvement, and supplements the traditional distinction between non-personal and personal communication?

a.) Restricted resource

b.) Quasi-personal

c.) Theoretical d.) Personal

 

44. 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?”

 

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

a.) Push strategy

b.) Pull strategy

c.) Penetration strategy d.) Skimming strategy

 

46. 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

 

47.                                       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

 

48. 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

 

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

a.) integrated strategies

b.) market-based strategies

c.) push strategies

d.) pull strategies

 

50. Which of the following is NOT a growth option according to the strategic alternatives dimension of market strategy?

a.) Reduce customer defection rate. b.) Increase use by current customers.

c.) Increase customer defection rate.

d.) Attract competitors’ customers.

 

51. Which of the following communications objectives would be most applicable for a component distributor?

a.) Train salespeople to communicate benefits and sell the finished product to retailers.

b.) Learn how to assemble the firm’s subcomponents in the customer’s component. c.) Purchase subcomponent for use in the component.

d.) Inventory sufficient component quantities to satisfy finished-goods manufacturer.

 

52. Which of the following communications objectives is most applicable if the market objective is to increase customer retention among current customers?

a.) Reinforce customers’ beliefs that they made the best decision.

b.) Persuade customers to purchase and use in larger quantities. c.) Establish head-to-head trial against the competitor’s product. d.) Secure new leads and qualify potential customers.

 

53. Which of the following communications objectives is most applicable if the market objective is to attract new business from non-users?

a.) Reinforce customers’ belief that they made the best decision. b.) Persuade customers to purchase and use in larger quantities. c.) Establish head-to-head trial against the competitor’s product.

d.) Secure new leads and qualify potential customers.

 

54. Which of the following is NOT a type of integration a firm should strive for in its effort to develop an effective integrated marketing communications program to maximize the impact of its strategy and to reach its goals?

a.) Integrate communication tools, for specific communications targets, in a single market-segment strategy.

b.) Integrate communications with other marketing implementation variables like product, price, distribution, and service.

c.) All selections represent types of integration a firm should strive for in its effort to develop an effective integrated marketing communications program.

d.) Integrate communication tools horizontally, making sure that there are no inconsistencies across various market-segment targets.

 

55. Which of the following represents the most fundamental type of integration a firm should strive for in its effort to develop an effective integrated marketing communications program to maximize the impact of its strategy and to reach its goals?

a.) Integrate communication tools, for specific communications targets, in a single market segment strategy.

b.) Integrate communications with other marketing implementation variables like product, price, distribution, and service.

c.) Integrate communication tools vertically, aligning market segments, market, business, and corporate-level communication targets, making sure there are no inconsistencies

d.) Integrate communication tools horizontally, making sure that there are no inconsistencies across various market-segment targets.

 

Essay Questions

 

56. In a short essay, list and discuss the four external challenges that a firm must consider as it tries to determine the right mix of tools and techniques for reaching its various audiences.

 

 

57. In a short essay, list and discuss the four communication challenges (positions and opinions) that occur inside the firm as it tries to determine the right mix of tools and techniques for reaching its various audiences.

 

 

 

58. In a short essay, list and discuss the three main causes of miscommunication.

 

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