Chapter 11 Flashcards
(38 cards)
What is the primary goal of integrated marketing communications (IMC)? a) To maximize the reach of advertising campaigns. b) To utilise the most modern communication technologies. c) To deliver a consistent message to a target market using different types of media. d) To increase the overall promotional budget
c) To deliver a consistent message to a target market using different types of media
Which of the following exemplifies IMC? a) A company using only social media to promote its products. b) A company running separate and distinct advertising campaigns on TV and in magazines. c) A company using consistent branding and messaging across its website, social media, and print advertisements. d) A company focusing solely on public relations to build its image.
c) A company using consistent branding and messaging across its website, social media, and print advertisements.
What is the term for marketing media that is available on cell phones or forms of transportation? a) Traditional media. b) Out-of-home advertising. c) Mobile marketing. d) Digital marketing.
c) Mobile marketing.
Which generation is identified as significantly driving the change towards new communication technologies? a) Baby Boomers. b) Generation X. c) Generation Z. d) Millennials.
c) Generation Z
What comprises an organisation’s promotion or communication mix? a) Only its advertising and public relations efforts. b) The various media channels it uses for advertising. c) The different types of marketing communications it employs, such as advertising, sales promotions, and public relations. d) Its overall marketing strategy and budget allocation.
c) The different types of marketing communications it employs, such as advertising, sales promotions, and public relations.
What is advertising defined as in the context of the promotion mix? a) Any form of marketing communication intended to persuade consumers. b) A paid message disseminated to a large audience at one time with an identified sponsor. c) Non-personal communication channels used to inform and remind customers. d) Short-term incentives to encourage the purchase or sale of a product or service.
b) A paid message disseminated to a large audience at one time with an identified sponsor.
Why has sponsoring events like music festivals become a key component of the promotion mix for many businesses? a) Because they are less expensive than traditional advertising. b) Because they guarantee a high return on investment. c) Because they offer opportunities to strengthen corporate image, increase brand awareness, and reach target markets. d) Because they provide direct sales opportunities.
c) Because they offer opportunities to strengthen corporate image, increase brand awareness, and reach target markets.
What is a significant factor that often determines the elements of the promotion mix a company utilises? a) The personal preferences of the marketing manager. b) The availability of creative advertising agencies. c) The budget available for marketing the product. d) The company’s production capacity.
c) The budget available for marketing the product.
What is the term for the number of people exposed to a marketing message? a) Frequency. b) Impact. c) Reach. d) Engagement.
c) Reach
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What is the term for how often people are exposed to a marketing message? a) Reach. b) Engagement. c) Impact. d) Frequency.
d) Frequency.
What is a push strategy in the context of marketing channels and promotion? a) Promoting directly to end consumers to create demand. b) Promoting to intermediaries like wholesalers and retailers to encourage them to sell the product. c) Using only digital marketing channels. d) Focusing on creating a strong brand image through advertising.
b) Promoting to intermediaries like wholesalers and retailers to encourage them to sell the product.
What is a pull strategy in the context of marketing channels and promotion? a) Promoting primarily to intermediaries. b) Promoting directly to consumers to create demand that pulls the product through the channel. c) Relying solely on personal selling efforts. d) Offering significant discounts to retailers.
b) Promoting directly to consumers to create demand that pulls the product through the channel.
What is the perceptual process in the context of communication? a) The way marketers encode their messages. b) The speed at which messages are transmitted through different media. c) The way individuals select, pay attention to, interpret, and retain information, including advertising. d) The level of noise and interference in the communication channel.
c) The way individuals select, pay attention to, interpret, and retain information, including advertising.
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In the communication process, what is the role of the source or sender? a) To interpret the message. b) To provide feedback. c) To encode the message. d) To act as the communication channel.
c) To encode the message
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In the communication process, what is the role of the receiver? a) To encode the message. b) To select the appropriate communication channel. c) To create the marketing message. d) To decode the message.
d) To decode the message
What is feedback in the communication process? a) Any interference that distorts the message. b) The sender’s initial formulation of the message. c) The receiver’s response to the message, indicating they received and potentially acted upon it. d) The channel through which the message is transmitted.
c) The receiver’s response to the message, indicating they received and potentially acted upon it.
What is an open-ended message in advertising? a) A message that clearly states the benefits and features of a product. b) A message that allows the consumer to draw their own conclusions. c) A message that includes a direct call to action. d) A message that is vague and lacks specific details.
b) A message that allows the consumer to draw their own conclusions.
What is a closed-ended message in advertising? a) A message that encourages consumers to research the product further. b) A message that draws a logical conclusion for the consumer. c) A message that presents both the pros and cons of a product. d) A message that uses humour to capture attention.
b) A message that draws a logical conclusion for the consumer
Why might a company use a two-sided message in its promotions? a) To highlight only the positive aspects of a complex product. b) To create a sense of urgency and encourage immediate purchase. c) When a product is complex and needs explaining or to appear more honest by acknowledging both positive and negative aspects. d) To simplify the message for a broad audience.
c) When a product is complex and needs explaining or to appear more honest by acknowledging both positive and negative aspects.
What is the primary purpose of using slogans, characters, or jingles in advertising? a) To provide detailed information about product features. b) To strictly appeal to rational decision-making. c) To get the attention of consumers and help them remember brands. d) To offer discounts and promotions.
c) To get the attention of consumers and help them remember brands.
Which of the following is the simplest method for determining a promotion budget? a) The objective and task approach. b) Competitive parity. c) Using a percentage of last year’s sales or projected sales. d) What the company thinks it can afford.
c) Using a percentage of last year’s sales or projected sales.
What is competitive parity in setting a promotion budget? a) Allocating a percentage of sales to promotion. b) Spending what the company can comfortably afford. c) Trying to keep promotional spending comparable to competitors’ levels. d) Basing the budget on specific marketing objectives and the tasks needed to achieve them.
c) Trying to keep promotional spending comparable to competitors’ levels.
What is the cost per contact in advertising? a) The total cost of an advertising campaign. b) The cost to develop and produce an advertisement. c) The cost to reach one receiver of a marketing message. d) The cost of advertising across multiple media channels.
. c) The cost to reach one receiver of a marketing message.
24.
In advertising, what is the difference between a medium and a vehicle? a) A vehicle is the overall strategy, and a medium is a specific tactic. b) A medium is the general audience, and a vehicle is a specific segment. c) A medium is the general type of communication (e.g., television), while a vehicle is a specific means within that medium (e.g., a particular TV show). d) A vehicle is the cost of advertising, and a medium is the potential reach.
c) A medium is the general type of communication (e.g., television), while a vehicle is a specific means within that medium (e.g., a particular TV show).
