IMC- Multiple Choice
Producing the advertising message is the role of the Blank______.
personas
author
consumer
sponsors
When a company focuses on developing and keeping long-term relationships with consumers, it is engaging in:
transactional marketing
nontraditional media
product development
relationship marketing
What are two tactics the IMC approach focuses on, according to Nowak and Phelps?
decreased use of targeted advertising messages
increased emphasis on reaching smaller segments
increased use of consumer data
increased emphasis on mass media advertising
Which of the following are broad functional divisions of the activities performed by businesses?
consumption of products
manufacturing of products
marketing of products
administration
What level of relationship involves ongoing communication and contact between the company and customers to provide improved value?
reactive
basic transactional
coop
partnership
In the communication process, the source Blank______ information as a message, which is then Blank______ by the receiver.
encodes; decoded
channels; decoded
encodes; dechannelized
decodes; encoded
Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value is known as:
integrated marketing communications
relationship marketing
customer acquisition
advertising
Which trend influenced the development of IMC, according to advertising professors Glen Nowack and Joe Phelps?
large, cohesive consumer markets
depletion of available resources
increasing media costs
popularity of traditional mass media advertising
The primary role of Blank______ is to bring in revenue.
management
finance
operations
marketing
A message is sent through some Blank______ to another party called the receiver.
package
channel
source
incorrect
line
Which of the following should be a priority for a company's integration process in order to make the most of IMC's synergy benefits?
Ensure consistent positioning.
Lower the prices of the product.
Reduce the interactivity between a company and its customers.
Facilitate higher revenues.
Marketing is a process—a sequence of actions or methods designed to Blank______.
eliminate the competition at any cost
control the operations of a firm
replace customer retention with customer acquisition
satisfy customer needs while earning a profit
Ethan leads a team in creating a television commercial for running shoes, but before the commercial can air, he must get the approval of the________, who decide whether the ad will run or not.
actual consumers
implied consumers
sponsorial consumers
personas authors
Which statement most accurately describes the role of manufacturers during the 1800s?
Manufacturers were primarily responsible for keeping retailers informed about the sources of supply and shipping schedules for commodities.
Manufacturers were responsible for marketing their products.
Manufacturers were principally concerned with production.
Manufacturers were principally concerned with segmenting markets for their products.
Manufacturers stimulated consumer demand through mass media advertising.
Advertisers are the companies that pay to advertise their products.
True = A
False = B
The three general categories of customers are current customers, prospective customers, and lost customers.
True = A
False = B
A box of cookies includes a warning that says, “Warning: This product contains peanuts.” This is an example of
a questionable endorsement.
a testimonial of goodness.
noise.
an affirmative disclosure.
puffery.
How do consultancies differ from traditional advertising agencies
Consultancies offer their services at lower prices.
Consultancies handle a broader portfolio of marketing services.
Consultancies design advertising campaigns, but do not participate in the actual creation process.
Consultancies offer service in limited areas of high expertise.
Consultancies only work on advertising for luxury products.
Advertising is organized around four distinct groups. The________ group would include a consultant who helps with the campaign.
creators
account personnel
suppliers
support staff encoders
One of the disadvantages for a company that uses a decentralized advertising department is
the difficulty in introducing new approaches and creative ideas.
the inability to accurately measure the impact of advertising on sales.
the inability to respond quickly to changes in the department's external environment.
the absence of flexibility.
the focus on internal issues rather than what is good for the entire organization.
The primary reason some advertisers set up a wholly owned in-house ad agency is to
increase the percentage of the markup they earn.
increase their overhead.
stimulate external creative efforts on the part of the marketing staff.
meet the challenge of ad agencies and mass media with respect to creative incentives.
tighten control over their advertising.
A television commercial promotes manicures at a spa. What type of advertising does this represent?
agency
interactive
institutional
static
product
Advertising as an industry could not emerge until which of the following appeared? (Select all that apply.)
machinery
electricity
wealth
mass media and transportation
Which example highlights the function of branding?
A company comes up with innovative ways to manufacture its product efficiently.
A company creates a better group health insurance plan for its employees.
A company uses a logo as its trademark to differentiate its product from other products.
A company advertises its product on digital platforms.
Before the evolution of advertising, distribution of products Blank______.
was indirectly related to consumer needs
met the self-actualization needs of humans
was greater than today because goods were produced in larger quantities
was limited to how far a seller could walk
What two actions did manufacturers do in the 19th century to shift focus from a production orientation to a marketing orientation?
developed new products
created more distribution levels
participated in national brand advertising
outsourced manufacturing to overseas factories
As U.S. manufacturers successfully met consumer needs in the industrial age, Blank______.
manufacturers transitioned from the factory system to a domestic system
commodity markets became saturated
animal power replaced human labor
Germans invented the printing press
During the 1800s, Blank______ were concerned with marketing, and Blank______ were principally concerned with production.
distributors; retailers
wholesalers; manufacturers
manufacturers; retailers
distributors; wholesalers
A new concept that developed during the postindustrial age was Blank______, combining of large multinational corporations.
the megamerger
the unique selling proposition
segmentation
proof marketing
Which factors contributed to the lack of advertising in early civilizations?
Mass media did not exist.
It was difficult to transport goods and services.
All goods and services were provided by the government.
Most people made what they used themselves.
During the 19th century, the marketing process was controlled by Blank______.
bankers
producers
wholesalers
consumers
The bulk distribution of products that aided mass consumption during the mid-1800s was fueled by Blank______.
air cargo carriers
railroads and steamships
trucks and pipelines
steamships and bulk freighters
One of the factors contributing to the growth of communication in the 19th century was the Blank______.
difference engine
personal computer
telephone
Internet
During the postindustrial age, advertisers used Blank______ to aggressively battle competitors.
target marketing
puffery
demarketing
market segmentation
Which media was introduced during advertising's Golden Age?
the Internet
television
radio
newspaper
When companies strategically plan, coordinate, and integrate messages that target important audiences about their products or brands, they are practicing Blank______.
relationship marketing
incorrect
awareness advertising
integrated marketing communications
marketing public relations
The term Blank______ was born during the energy shortage crises during the 1970s and 1980s.
segmenting
advertising
marketing
demarketing
During advertising's Golden Age, ads emphasized product features that played up Blank______.
social acceptance, style, luxury, and success
durability, compatibility, and reliability
ease of use, multi-functionality, and resale value
good product quality at low prices
A country's Blank______ plays a key role in determining the importance and impact of advertising in that country.
demand for generic brands
tariff system
willingness to try new products
level of development
What is the most basic definition of a brand?
the monetary value of a firm
a promise about a product
a collection of high-profile customers
a feeling or impulse about a product
What does a brand allow consumers to do?
customize a product to meet their individual tastes and needs
associate a product with popular public figures
expect that the product will consistently deliver value or satisfaction
consistently purchase the least costly product
Consumer loyalty can be developed and nurtured through Blank______.
market segmentation
a strong brand
durable product package
target marketing
______ employ the majority of people in advertising.
Retailers
incorrect
Copywriters
Advertisers
Accountants
Which factor is most important in determining and advertising department's importance to a company?
How big the company is in relation to its industry.
How big the company is in size.
Whether or not top management is involved.
How many products the company must advertise.
Banks, insurance brokers, restaurants, and music stores are examples of which type of local advertiser?
stores that sell non exclusively
local dealers of regional corporations
governmental and nonprofit organizations
specialty businesses and services
Locating and recruiting new employees, offering services, or selling or leasing merchandise is frequently done through newspapers with Blank______.
institutional advertising
classified advertising
product advertising
sale advertising
The costs of advertising are paid by the sponsors.
true or false
Based on the peripheral route to persuasion, consumers
form few brand beliefs, attitudes, or purchase intentions.
have high involvement with the product message.
comprehend ad-delivered information at more elaborate levels.
think deeply about product attributes and consequences.
pay attention to product-related information.
Image advertising typically includes pricing information.
True or False
Banks, insurance brokers, restaurants, and music stores are examples of which type of local advertiser?
governmental and nonprofit organizations
local dealers of regional corporations
specialty businesses and services
stores that sell non exclusively
When advertising notifies consumers about services or merchandise that are offered at normal prices, it is called ______.
clearance advertising
regular price-line advertising
sale advertising
regular service-offer advertising
A clothing boutique is going out of business. What type of advertising should it use to get rid of its merchandise?
classified advertising
clearance advertising
sale advertising
regular price-line advertising
institutional advertising
The real or imaginary spokesperson who lends some voice or tone to an advertisement is called a
persona.
context.
model.
decoder.
receiver.
The ________has published guidelines for advertising to children.
National Advertising Division
Federal Communications Commission
Federal Trade Commission
Food and Drug Administration
U.S. Patent and Trademark Office
During the 1800s, manufacturers were principally concerned with production.
True
False