Chapter 14 Communicating Customer Value:

Integrated Marketing Communication Strategy

1) A company's total marketing communications mix consists of a special blend of advertising,

sales promotion, public relations, personal selling, and direct-marketing tools that the company
uses to communicate customer value and build customer relationships. This is also called
________.
A) direct marketing
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing

2) The use of short-term incentives to encourage the purchase or sale of a product or service is
called ________.
A) direct marketing
B) sales promotions
C) personal selling
D) public relations
E) publicity

3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________.
A) sales promotion
B) advertising
C) direct marketing
D) personal selling
E) public relations

4) Which of the five major promotion tools includes building up a positive corporate image and
handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising

5) Which of the following is NOT a major category in a company's promotion mix?

A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the
Internet?

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A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising

7) Which major promotion category makes use of displays, discounts, coupons, and
demonstrations?
A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising

8) The promotion mix is the company's primary communication activity; the marketing mix must
be coordinated for the greatest communication impact. What is NOT included in the entire
marketing mix?
A) product
B) competitor
C) price
D) place
E) promotion

9) Mass-media advertising routinely involves a company investing millions or even billions of

dollars to reach tens of ________ of customers with a single ad.
A) billions
B) thousands
C) millions
D) hundreds
E) tens

10) Today's consumers do not need to rely on marketer-supplied information about products and
services because they can use ________ to seek out a wealth of information.
A) public relations
B) direct marketing
C) the Internet and other technologies
D) mass market media
E) informative advertising

11) Which of the following is NOT a factor in the changes occurring in today's marketing
communications?
A) Mass markets have fragmented, and marketers are shifting away from mass marketing.
B) Improvements in communication technologies are changing how companies and customers
communicate with each other.
C) Companies routinely invest millions of dollars in the mass media.
D) Mass media no longer capture the majority of promotional budgets.

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E) Today's consumers are better informed about products and services.

12) Moving away from ________, marketers have been shifting toward highly focused
marketing, spawning a new generation of more specialized and highly targeted communications
efforts.
A) mass marketing
B) advertising
C) direct marketing
D) pull strategies
E) push strategies

13) Which of the following is NOT an example of a specialized and highly-targeted media that
an advertiser might use to reach smaller customer segments?
A) cable television channels
B) e-mail
C) podcasts
D) network television
E) online social networks

14) Companies are doing less ________ and more ________ as a result of an explosion of more
focused media that better match today's targeting strategies.
A) marketing; media
B) media; sales
C) narrowcasting; broadcasting
D) broadcasting; narrowcasting
E) advertising; word-of-mouth

15) In the "chaos scenario" predicted by some advertising industry experts, the old mass-media
communications model will be abandoned in favor of ________.
A) public relations
B) direct marketing
C) push and pull strategies
D) the possibilities of new digital technologies
E) buzz marketing

16) All of the following are reasons that marketers are losing confidence in television advertising
EXCEPT which one?
A) TV ad spending is rising at a slower rate than online ad spending.
B) TV and other mass media still capture the lion share of promotional budgets.
C) Many viewers are using video on demand and TiVo-like systems.
D) Younger consumers are using different media.
E) TV audience size is on the decline.

17) Companies often fail to integrate their various communications to consumers because
________.
A) historically, consumers have been able to distinguish between message sources

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B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) they have failed to understand the concept of brand contact

18) All too often companies today have failed to ________ their various communications
channels, resulting in a hodgepodge of communications to consumers.
A) promote
B) rechannel
C) integrate
D) open
E) verify

19) Consumers today receive commercial messages from a broad range of sources. However,
consumers ________ the way marketers do.
A) don't distinguish between message sources
B) are able to differentiate among messages sources
C) don't care about buzz marketing
D) are not able to block out messages
E) block them all out

20) More companies are adopting the concept of ________, which carefully integrates and
coordinates the company's many communication channels to deliver a clear, consistent, and
compelling message about the organization and its brands.
A) integrated marketing communications
B) integrated personal selling
C) integrated competitive methods
D) nonpersonal communication channels
E) buzz marketing

21) Advertising, sales promotion, personal selling, public relations, and direct marketing are all
________.
A) communications channels that should be integrated under the concept of integrated marketing
communications
B) communications channels focused more on narrowcasting than broadcasting
C) promotional tools used for push strategies but not pull strategies
D) promotional tools used for pull strategies but not push strategies
E) promotional tools adapted for use in mass marketing

22) Integrated marketing communications require a company's mass-market advertisements,

Web site, e-mail, and personal selling communications to all have ________.
A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same message, look, and feel

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23) To produce better communications consistency, a unified company image, and greater sales
impact, some companies employ a(n) ________.
A) advertising agency
B) marketing communications director
C) public relations specialist
D) personal sales force
E) media planner

24) Integrated marketing communications produces better communications ________ and

greater ________ impact.
A) consistency; sales
B) sales; consistency
C) marketing; sales
D) variety; production
E) branding; quality

25) Today, marketers are moving toward viewing communications as managing the ________
over time.
A) advertising agency
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle

26) Integrated marketing communications involves identifying the target audience and shaping a
well-coordinated ________ to elicit the desired audience response.
A) pull strategy
B) push strategy
C) promotional program
D) opinion leader
E) target market

27) Using integrated marketing communications, the communications process should start with
________.
A) advertising strategy
B) the competitive-parity method
C) public relations
D) an audit of all the potential customer touch points
E) publicity

28) Which of the following is NOT one of the four major communication functions?
A) feedback
B) encoding
C) noise
D) response
E) decoding

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29) The communication channel a company uses to move its advertising messages from sender
to receiver is called the ________.
A) message
B) media
C) encoder
D) communicator
E) feedback loop

30) The receiver assigns meaning to the symbols encoded by a company in its advertisements
through a process known as ________.
A) disencoding
B) feedback
C) acknowledgement
D) decoding
E) response

31) In the communication process, the reaction of the receiver after being exposed to a message
is called the ________.
A) response
B) answer
C) noise
D) feedback
E) decoding

32) When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing

33) A consumer is reading a magazine with an advertisement, but is distracted from reading the
advertisement or its key points. This unplanned static or distortion during the communication
process is called ________.
A) noise
B) distraction
C) feedback
D) response
E) decoding

34) In the communication process, the more the sender's field of experience ________ that of
the receiver, the more ________ the message is likely to be.
A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective

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D) coincides with; creative
E) departs from; direct

35) To communicate effectively, a marketing communicator must ________ the consumer's field
of experience.
A) compete with
B) share
C) understand
D) create
E) reference

36) Marketing communicators must be good at ________ messages that take into account how
the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives

37) Marketing communicators must do all of the following EXCEPT ________.

A) identify the target audience
B) deliver products to the customer
C) determine the communication objectives
D) collect feedback
E) choose the media through which to send a message

38) The six ________ stages that consumers normally pass through on their way to making a
purchase include awareness, knowledge, liking, preference, conviction, and purchase.
A) personal readiness
B) buyer-readiness
C) objective readiness
D) purchase direct readiness
E) supplier readiness

39) The six buyer-readiness stages include all of the following EXCEPT ________.
A) awareness
B) knowledge
C) power
D) liking
E) hesitation

40) In the model of buyer-readiness stages, the first stage is ________.

A) preference
B) knowledge
C) liking
D) awareness

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E) insistence

41) All of the following are strategies a marketer would use to lead consumers into making the
final step toward a purchase EXCEPT which one?
A) offer special promotional prices
B) offer add-on features
C) offer premiums
D) use extensive "teaser" advertising
E) C or D

42) A message showing a product's quality, economy, value, or performance is called a(n)
________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard

43) Marketers using humor in their messages claim that they attract more attention and create
more loyalty and belief in the brand. This type of message is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard

44) Though a popular appeal, when used poorly ________ can detract from comprehension,
quickly wear out its welcome, overshadow the product, or even irritate consumers.
A) humor
B) nonpersonal communication
C) direct marketing
D) integrated marketing
E) noise

45) Moral appeals are directed to the audience's sense of what is "right" and ________.
A) proper
B) affordable
C) traditional
D) positive
E) emotional

46) The communicator must decide how to handle message structure issues. One issue is whether
to ________ or not.
A) draw a conclusion
B) make a moral appeal
C) use the pull strategy

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D) use the push strategy
E) avoid competitors

47) A(n) ________ argument is only likely to be effective when the audience is highly educated
or likely to hear opposing claims, or when the communicator has a negative association to
overcome.
A) two-sided
B) one-sided
C) moral
D) emotional
E) scientific

48) In designing the message structure, marketers must decide whether to present the ________
arguments first or last in a message.
A) emotional
B) structural
C) moral
D) strongest
E) scientific

49) The two broad types of ________ channels are personal and nonpersonal.
A) marketing
B) competitive
C) communication
D) buyer
E) seller

50) Communication through the mail is categorized as a(n) ________ communication channel.
A) nonpersonal
B) word-of-mouth
C) personal
D) objective
E) inefficient

51) Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities is known as ________.
A) sales promotion
B) indirect marketing
C) buzz marketing
D) stealth marketing
E) public relations

52) Nonpersonal communication channels include major media, ________, and events.
A) sales calls
B) buzz marketing
C) atmospheres

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D) word of mouth
E) e-mail

53) Vast numbers of consumers are aware of your product. It is now your goal to enhance
preference for your product. You plan to use nonpersonal communications through print media.
This will include all of the following EXCEPT ________.
A) newspapers
B) magazines
C) Internet "chats"
D) direct mail
E) catalogs

54) To ________, a marketer can ask target audience members whether they remember the
message, how many times they saw it, and what points they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal

55) ________ from marketing communications may suggest changes in the promotion program
or in the product offer itself.
A) Encoding
B) Decoding
C) Feedback
D) Noise
E) Shelter

56) Companies use all of the following methods to set their advertising budget EXCEPT the
________.
A) objective-and-task method
B) integrated method
C) competitive-parity method
D) percentage-of-sales method
E) affordable method

57) Using the ________ method for setting an advertising budget, the company starts with total
revenues, deducts operating expenses and capital outlays, and then devotes some portion of the
remaining funds to advertising.
A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable

58) Though the ________ method of setting an advertising budget is simple to use and helps

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management think about the relationships among promotion spending, selling price, and profit
per unit, it wrongly views sales as the cause of promotion rather than the result.
A) percentage-of-sales
B) affordable
C) competitive-parity
D) objective-and-task
E) regression

59) Which method of setting an advertising budget is based on analyzing competitors' spending?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method

60) Perhaps the most logical budget-setting method is the ________ method because it is based
on spending necessary to accomplishing specific promotion goals.
A) percentage-of-sales
B) affordable
C) competitive-parity
D) objective-and-task
E) exponential smoothing

61) Advertising has some shortcomings. What is NOT one of them?

A) It is impersonal.
B) It can be very costly.
C) It slowly reaches many people.
D) It carries on one-way communication with the audience.
E) It does not make audience members feel the need to respond.

62) ________ is the company's most expensive promotion tool.

A) Advertising
B) Personal selling
C) Mass media
D) Public relations
E) Publicity

63) Which promotional tool is most effective in building up buyers' preferences, convictions,
and, most importantly, actions?
A) mass-market advertising
B) personal selling
C) segmented advertising
D) sales promotion
E) public relations

64) Sales promotion features a wide assortment of tools. Which of the following is NOT one of

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these tools?
A) contests
B) premiums
C) catalogs
D) coupons
E) cents-off deals

65) "Buy it now" is the message of ________.

A) personal selling
B) advertising
C) a nonpersonal communication channel
D) sales promotion
E) publicity

66) ________ consists of strong short-term incentives that invite and reward quick responses
from customers.
A) A patronage reward
B) A segmented promotion
C) Advertising
D) Sales promotion
E) Publicity

67) ________ is very believable because news stories, features, sponsorships, and events seem
more real and believable to readers than ads do.
A) The competitive-parity method
B) Public relations
C) Personal communication
D) Nonpersonal communication
E) Personal selling

68) Which promotional tool is described as nonpublic, immediate, customized, and interactive?
A) segmented advertising
B) sales promotion
C) direct marketing
D) brand contacts
E) public relations

69) Which promotional mix strategy directs marketing efforts toward final consumers?
A) pull
B) blitz
C) push
D) buzz
E) pulse
70) Which promotional mix strategy directs marketing efforts toward market channel members?
A) pull
B) blitz

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C) push
D) buzz
E) pulse

71) Business-to-consumer companies are more likely to emphasize a ________ promotion

strategy, while business-to-business companies are more likely to emphasize a ________
promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) continuity; pulse
E) pulse; continuity

72) Which of the following is LEAST important for integrating a firm's marketing
communications?
A) analyze internal and external trends
B) audit the pockets of communications spending throughout the organization
C) identify all customer touch points for the company and its brands
D) study the competitor's communications and promotions
E) create performance measures for all communications elements

73) Bait-and-switch advertising ________.

A) attracts buyers under false pretenses
B) is unethical
C) is illegal
D) is deceptive
E) all of the above

74) Which of the following would be classified as bait-and-switch advertising?

A) advertising a cheaper brand but only making a more expensive one available to customers
B) raising a product's prices
C) attempting to charge less for a brand than for manufacturers' brands
D) advertising service packages that cannot actually be provided
E) favoring certain customers over others through trade promotions

75) A company's salespeople should always follow the rules of ________.

A) high-pressure selling
B) societal marketing
C) competition
D) fair competition
E) cooling-off

76) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of ________.
A) sales promotion

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B) personal selling
C) public relations
D) direct marketing
E) advertising
77) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural
health products and related services. In order to implement integrated marketing
communications, Tara has hired a marketing communications director, whose job it will be to
ensure that each ________ will deliver a consistent and positive message about the company.
A) public relations message
B) brand contact
C) advertisement
D) logo
E) media vehicle

78) Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because
Harpo Enterprises practices integrated marketing communications, these different brand contacts
all maintain ________ in design and tone.
A) variety
B) contact
C) consistency
D) creativity
E) convenience

79) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its
catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as
well as on its Web site. Delia's works to make sure its public relations activities as well as its
sales promotions harmonize with its advertising in all venues. From this information, you can
infer that Delia's is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word of mouth marketing
E) database marketing

80) HP's advertising agency assembles words and illustrations into an advertisement that will
convey the company's intended brand message. In the communication process, HP is ________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding

81) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean
cleaning liquid is representative of the ________ process of the communication model.
A) sourcing
B) encoding

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C) signifying
D) decoding
E) messaging

82) In the communication process, an actual HP printer/fax machine advertisement is called

________.
A) encoding
B) decoding
C) noise
D) the message
E) the medium

83) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.
In terms of the communication model, the sender of this message is ________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals

84) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.
In terms of the communication model, the medium of this ad is ________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals

85) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.
In terms of the communication model, which of the following would be the best way for the
source to measure feedback?
A) the number of subscribers to Ladies' Home Journal
B) the number of people make up the target market
C) the number of people who redeem the coupon
D) the number of people who were exposed to the ad
E) the number of people to whom Melina Kanakaredes is an appealing spokesperson

86) Mercy University's initial ads for the school's new MBA program are most likely intended to
create ________.
A) liking
B) awareness
C) preference
D) insistence

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E) conviction

87) When a car-maker wants to introduce a new model, it is most likely to began with an
extensive ________ advertising campaign to create name familiarity and interest.
A) sales promotion
B) competitive
C) teaser
D) moral appeal
E) two-sided

88) An example of a(n) ________ appeal is the Salvation Army appeal, "While you were trying
to figure out what to get the man who has everything, don't forget the man who has nothing."
A) emotional
B) awareness
C) rational
D) moral
E) standard

89) Which of the following represent(s) a two-sided message?

A) Listerine tastes bad twice a day.
B) Heinz Ketchup is slow good.
C) Etonic athletic shoes are built so you can last.
D) A and B
E) none of the above

90) A manufacturer of a variety of technological devices asked its marketing department to

develop inexpensive methods of building and maintaining brand awareness and excitement. The
marketing department then recruited consumers who were early adopters of technological
devices to spread the word about the company's new products. This is an example of ________.
A) public service activities
B) nonpersonal marketing
C) buzz marketing
D) sales promotion
E) direct marketing

91) Toward the end of the fiscal year, the owner of a small company came back from lunch
concerned because he had learned that a business targeted to the same customers as his was
planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his
financial manager and said, "I want to budget $150,000 for next year's promotion." Which
method of promotional budgeting did the owner want to use?
A) the objective-task method
B) the percentage-of-sales method
C) the competitive-parity method
D) the bottom-up method
E) the pull-push method

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92) An e-mail from Amazon.com offers free shipping on your next purchase of more than $35.
This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) an advertising objective
E) a push strategy

93) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for
ways to reach potential customers who typically avoid salespeople and advertisements. Which of
the following would be the most economical promotional tool for Mariah to use?
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) brand contacts

94) A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless
carrier, was changing its name to T-Mobile and that to begin the makeover process it had
replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the
promotion mix is this an example?
A) sales promotion
B) advertising
C) public relations
D) personal selling
E) product

95) Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely
to use which of the promotion mix strategies to gain increased shelf space in stores and to gain
increased customer sales?
A) push
B) pull
C) push and pull
D) pulse
E) continuity

96) An ad in a professional journal targeted to an audience of dentists asked dentists to

recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could
buy at cost to give to their patients to encourage patients to take better care of their teeth. The
manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations

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97) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine
advising consumers to request their body shops use Glasis paint is an example of how a company
uses ________.
A) word of mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy

98) A maker of vitamin drinks wants to compete with the leading brands in the category and has
decided to use a heavy push strategy, putting most of the brand's marketing budget into trade and
consumer sales promotion. Which of the following is a potential disadvantage of this approach?
A) A new marketing communications model is quickly replacing mass marketing.
B) Mass media campaigns are increasingly more expensive.
C) It may be difficult to identify meaningful product differences in advertising.
D) Retail giants may be reluctant to respond to the strategy.
E) The strategy may spark a spiral of price-slashing that will undercut the brand's future for
short-term gains.

Refer to the scenario below to answer the following questions.

John Mayes opened Sparkle Janitorial in 1999. John began by acquiring two contracts for
office cleaning services from two local manufacturing facilities. For two years, John and his
wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning
contracts in 2001, John hired two employees.
"Up to that point, we had room to grow but we really had no advertising plan," John
stated. "We were relying mostly on word-of-mouth."
By 2003, Barb hired another two full-time employees to begin Sparkle's new endeavor:
carpet cleaning in homes and offices. "Competition was getting tough for both of our services at
that point," Barb added. "We ran a local radio spot three times each week. Then we had an
advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they never realized the value of a sound promotional
plan before now. "We wish we would have put together something catchy with a jingle way
before now," they said.

99) Which of the following would be the LEAST effective way for John and Barb to reach new
potential customers?
A) word-of-mouth influence
B) buzz marketing
C) public relations
D) network television advertising
E) direct marketing

100) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process
and a description of the value consumers receive for their money. This is an example of a(n)
________.

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A) emotional appeal
B) standard appeal
C) rational appeal
D) moral appeal
E) social appeal

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