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) !irect marketing
") #ntegrated marketing
$) The promotion mix
!) $ompetitive marketing
%) Target marketing
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) The use of short-term incentives to encourage the purchase or sale of a product or service is
called .
A) !irect marketing
") ales promotions
$) (ersonal selling
!) (ublic relations
%) (ublicity
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0) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called .
A) ales promotion
") Advertising
$) !irect marketing
!) (ersonal selling
%) (ublic relations
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0
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*) 4hich of the five ma/or promotion tools includes building up a positive corporate image and
handling unfavorable stories and events5
A) ales promotion
") (ersonal selling
$) !irect marketing
!) (ublic relations
%) Advertising
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6) 4hich of the follo&ing is 7T a ma/or category in a company's promotion mix5
A) ales promotion
") trategic positioning
$) !irect marketing
!) (ublic relations
%) Advertising
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) 4hich ma/or promotion category makes use of catalogs, telephone marketing, kiosks, and the
#nternet5
A) ales promotion
") !irect marketing
$) (ublicity
!) (ublic relations
%) Advertising
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08
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8) 4hich ma/or promotion category makes use of displays, discounts, coupons, and
demonstrations5
A) sales promotion
") direct marketing
$) publicity
!) public relations
%) advertising
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9) The promotion mix is the company's primary communication activity: the marketing mix must
be coordinated for the greatest communication impact. 4hat is 7T included in the entire
marketing mix5
A) product
") competitor
$) price
!) place
%) promotion
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;) <ass-media advertising routinely involves a company investing millions or even billions of
dollars to reach tens of  of customers &ith a single ad.
A) billions
") thousands
$) millions
!) hundreds
%) tens
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09
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1+) Today's consumers do not need to rely on marketer-supplied information about products and
services because they can use  to seek out a &ealth of information.
A) public relations
") direct marketing
$) the #nternet and other technologies
!) mass market media
%) informative advertising
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11) 4hich of the follo&ing is 7T a factor in the changes occurring in today's marketing
communications5
A) <ass markets have fragmented, and marketers are shifting a&ay from mass marketing.
") #mprovements in communication technologies are changing ho& companies and customers
communicate &ith each other.
$) $ompanies routinely invest millions of dollars in the mass media.
!) <ass media no longer capture the ma/ority of promotional budgets.
%) Today's consumers are better informed about products and services.
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1) <oving a&ay from , marketers have been shifting to&ard highly focused
marketing, spa&ning a ne& generation of more speciali>ed and highly targeted communications
efforts.
A) mass marketing
") advertising
$) direct marketing
!) pull strategies
%) push strategies
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0;
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10) 4hich of the follo&ing is 7T an example of a speciali>ed and highly-targeted media that
an advertiser might use to reach smaller customer segments5
A) cable television channels
") e-mail
$) podcasts
!) net&ork television
%) online social net&orks
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1*) $ompanies 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
") media: sales
$) narro&casting: broadcasting
!) broadcasting: narro&casting
%) advertising: &ord-of-mouth
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16) #n the ?chaos scenario? predicted by some advertising industry experts, the old mass-media
communications model &ill be abandoned in favor of .
A) public relations
") direct marketing
$) push and pull strategies
!) the possibilities of ne& digital technologies
%) bu>> marketing
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1) All of the follo&ing are reasons that marketers are losing confidence in television advertising
%@$%(T &hich one5
A) T ad spending is rising at a slo&er rate than online ad spending.
") T and other mass media still capture the lion share of promotional budgets.
$) <any vie&ers are using video on demand and Tio-like systems.
!) Bounger consumers are using different media.
%) T audience si>e is on the decline.
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18) $ompanies often fail to integrate their various communications to consumers because
.
A) historically, consumers have been able to distinguish bet&een message sources
") advertising departments are reluctant to &ork &ith public relations professionals
$) communications often come from different parts of the company
!) personal selling and sales promotion are in direct conflict
%) they have failed to understand the concept of brand contact
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19) All too often companies today have failed to  their various communications
channels, resulting in a hodgepodge of communications to consumers.
A) promote
") rechannel
$) integrate
!) open
%) verify
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*1
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1;) $onsumers today receive commercial messages from a broad range of sources. 3o&ever,
consumers  the &ay marketers do.
A) don't distinguish bet&een message sources
") are able to differentiate among messages sources
$) don't care about bu>> marketing
!) are not able to block out messages
%) block them all out
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+) <ore companies are adopting the concept of , &hich carefully integrates and
coordinates the company's many communication channels to deliver a clear, consistent, and
compelling message about the organi>ation and its brands.
A) #ntegrated marketing communications
") #ntegrated personal selling
$) #ntegrated competitive methods
!) 7on-personal communication channels
%) "u>> marketing
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1) 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
") communications channels focused more on narro&casting than broadcasting
$) promotional tools used for push strategies but not pull strategies
!) promotional tools used for pull strategies but not push strategies
%) promotional tools adapted for use in mass marketing
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*
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) #ntegrated marketing communications reCuire a company's mass-market advertisements, 4eb
site, e-mail, and personal selling communications to all have .
A) %Cual portions of the advertising budget
") #ndependent communications directors
$) eparate marketing ob/ectives
!) The same target audience
%) The same message, look, and feel
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0) To produce better communications consistency, a unified company image, and greater sales
impact, some companies employ aDn) .
A) advertising agency
") marketing communications director
$) public relations specialist
!) personal sales force
%) media planner
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*) #ntegrated marketing communications produces better communications  and
greater  impact.
A) consistency: sales
") sales: consistency
$) marketing: sales
!) variety: production
%) branding: Cuality
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*0
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6) Today, marketers are moving to&ard vie&ing communications as managing the 
over time.
A) advertising agency
") nonpersonal communication channels
$) &ord-of-mouth influence
!) customer relationship
%) product life cycle
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) #ntegrated marketing communications involves identifying the target audience and shaping a
&ell-coordinated  to elicit the desired audience response.
A) pull strategy
") push strategy
$) promotional program
!) opinion leader
%) target market
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8) =sing integrated marketing communications, the communications process should start &ith
.
A) advertising strategy
") the competitive-parity method
$) public relations
!) an audit of all the potential customer touch points
%) publicity
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**
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9) 4hich of the follo&ing is 7T one of the four ma/or communication functions5
A) feedback
") encoding
$) noise
!) response
%) decoding
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;) The communication channel a company uses to move its advertising messages from sender
to receiver is called the .
A) message
") media
$) encoder
!) communicator
%) feedback loop
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0+) The receiver assigns meaning to the symbols encoded by a company in its advertisements
through a process kno&n as .
A) disencoding
") feedback
$) ackno&ledgement
!) decoding
%) response
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*6
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01) #n the communication process, the reaction of the receiver after being exposed to a message
is called the .
A) response
") ans&er
$) noise
!) feedback
%) decoding
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0) 4hen a customer lets a producer kno& something about its products or advertising, the
customer is providing .
A) decoding
") noise
$) feedback
!) encoding
%) reverse marketing
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00) A consumer is reading a maga>ine &ith 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
") distraction
$) feedback
!) response
%) decoding
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*
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0*) #n 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
") overlaps &ith: effective
$) connects &ith: ineffective
!) coincides &ith: creative
%) departs from: direct
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06) To communicate effectively, a marketing communicator must  the consumer's field
of experience.
A) compete &ith
") share
$) understand
!) create
%) reference
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0) <arketing communicators must be good at  messages that take into account ho&
the target audience  them.
A) delivering: encodes
") sending: encodes
$) encoding: decodes
!) retrieving: perceives
%) decoding: receives
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08) <arketing communicators must do all of the follo&ing %@$%(T .
A) identify the target audience
") deliver products to the customer
$) determine the communication ob/ectives
!) collect feedback
%) choose the media through &hich to send a message
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09) The six  stages that consumers normally pass through on their &ay to making a
purchase include a&areness, kno&ledge, liking, preference, conviction, and purchase.
A) personal readiness
") buyer-readiness
$) ob/ective readiness
!) purchase direct readiness
%) supplier readiness
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0;) The six buyer-readiness stages include all of the follo&ing %@$%(T .
A) a&areness
") kno&ledge
$) po&er
!) liking
%) hesitation
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*+) #n the model of buyer-readiness stages, the first stage is .
A) preference
") kno&ledge
$) liking
!) a&areness
%) insistence
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*9
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*1) All of the follo&ing are strategies a marketer &ould use to lead consumers into making the
final step to&ard a purchase %@$%(T &hich one5
A) offer special promotional prices
") offer add-on features
$) offer premiums
!) use extensive ?teaser? advertising
%) $ or !
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*) A message sho&ing a product's Cuality, economy, value, or performance is called aDn)
 appeal.
A) structural
") rational
$) emotional
!) moral
%) standard
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*0) <arketers 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 aDn)  appeal.
A) rational
") structural
$) emotional
!) moral
%) standard
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*;
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**) Though a popular appeal, &hen used poorly  can detract from comprehension,
Cuickly &ear out its &elcome, overshado& the product, or even irritate consumers.
A) humor
") nonpersonal communication
$) direct marketing
!) integrated marketing
%) noise
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*6) <oral appeals are directed to the audience's sense of &hat is ?right? and .
A) proper
") affordable
$) traditional
!) positive
%) emotional
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*) The communicator must decide ho& to handle message structure issues. ne issue is &hether
to  or not.
A) dra& a conclusion
") make a moral appeal
$) use the pull strategy
!) use the push strategy
%) avoid competitors
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6+
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
*8) ADn)  argument is only likely to be effective &hen the audience is highly educated
or likely to hear opposing claims, or &hen the communicator has a negative association to
overcome.
A) t&o-sided
") one-sided
$) moral
!) emotional
%) scientific
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*9) #n designing the message structure, marketers must decide &hether to present the 
arguments first or last in a message.
A) emotional
") structural
$) moral
!) strongest
%) scientific
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*;) The t&o broad types of  channels are personal and nonpersonal.
A) marketing
") competitive
$) communication
!) buyer
%) seller
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61
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
6+) $ommunication through the mail is categori>ed as aDn)  communication channel.
A) nonpersonal
") &ord-of-mouth
$) personal
!) ob/ective
%) inefficient
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61) $reating &ord-of-mouth campaigns by cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities is kno&n as .
A) sales promotion
") indirect marketing
$) bu>> marketing
!) stealth marketing
%) public relations
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6) 7onpersonal communication channels include ma/or media, , and events.
A) sales calls
") bu>> marketing
$) atmospheres
!) &ord of mouth
%) e-mail
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6
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
60) ast numbers of consumers are a&are of your product. #t is no& your goal to enhance
preference for your product. Bou plan to use nonpersonal communications through print media.
This &ill include all of the follo&ing %@$%(T .
A) ne&spapers
") maga>ines
$) #nternet ?chats?
!) direct mail
%) catalogs
Ans&er $
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6*) To , a marketer can ask target audience members &hether they remember the
message, ho& many times they sa& it, and &hat points they remember.
A) select a message source
") collect feedback
$) select a message channel
!) plan a media purchase
%) design a marketing appeal
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66)  from marketing communications may suggest changes in the promotion program
or in the product offer itself.
A) %ncoding
") !ecoding
$) Eeedback
!) 7oise
%) helter
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60
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
6) $ompanies use all of the follo&ing methods to set their advertising budget %@$%(T the
.
A) ob/ective-and-task method
") integrated method
$) competitive-parity method
!) percentage-of-sales method
%) affordable method
Ans&er "
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68) =sing the  method for setting an advertising budget, the company starts &ith total
revenues, deducts operating expenses and capital outlays, and then devotes some portion of the
remaining funds to advertising.
A) integrated
") moving-average
$) competitive-parity
!) percentage-of-sales
%) affordable
Ans&er %
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69) Though the  method of setting an advertising budget is simple to use and helps
management think about the relationships among promotion spending, selling price, and profit
per unit, it &rongly vie&s sales as the cause of promotion rather than the result.
A) percentage-of-sales
") affordable
$) competitive-parity
!) ob/ective-and-task
%) regression
Ans&er A
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6*
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
6;) 4hich method of setting an advertising budget is based on analy>ing competitors' spending5
A) percentage-of-sales method
") affordable method
$) competitive-parity method
!) ob/ective-and-task method
%) regression method
Ans&er $
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+) (erhaps 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
") affordable
$) competitive-parity
!) ob/ective-and-task
%) exponential smoothing
Ans&er !
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1) Advertising has some shortcomings. 4hat is 7T one of them5
A) #t is impersonal.
") #t can be very costly.
$) #t slo&ly reaches many people.
!) #t carries on one-&ay communication &ith the audience.
%) #t does not make audience members feel the need to respond.
Ans&er $
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)  is the company's most expensive promotion tool.
A) Advertising
") (ersonal selling
$) <ass media
!) (ublic relations
%) (ublicity
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66
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
0) 4hich promotional tool is most effective in building up buyers' preferences, convictions,
and, most importantly, actions5
A) mass-market advertising
") personal selling
$) segmented advertising
!) sales promotion
%) public relations
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*) ales promotion features a &ide assortment of tools. 4hich of the follo&ing is 7T one of
these tools5
A) contests
") premiums
$) catalogs
!) coupons
%) cents-off deals
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6) ?"uy it no&? is the message of .
A) personal selling
") advertising
$) a nonpersonal communication channel
!) sales promotion
%) publicity
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6
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
)  consists of strong short-term incentives that invite and re&ard Cuick responses
from customers.
A) A patronage re&ard
") A segmented promotion
$) Advertising
!) ales promotion
%) (ublicity
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8)  is very believable because ne&s stories, features, sponsorships, and events seem
more real and believable to readers than ads do.
A) The competitive-parity method
") (ublic relations
$) (ersonal communication
!) 7onpersonal communication
%) (ersonal selling
Ans&er "
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9) 4hich promotional tool is described as nonpublic, immediate, customi>ed, and interactive5
A) segmented advertising
") sales promotion
$) direct marketing
!) brand contacts
%) public relations
Ans&er $
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68
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
;) 4hich promotional mix strategy directs marketing efforts to&ard final consumers5
A) pull
") blit>
$) push
!) bu>>
%) pulse
Ans&er A
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8+) 4hich promotional mix strategy directs marketing efforts to&ard market channel members5
A) pull
") blit>
$) push
!) bu>>
%) pulse
Ans&er $
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81) "usiness-to-consumer companies are more likely to emphasi>e a  promotion
strategy, &hile business-to-business companies are more likely to emphasi>e a 
promotion strategy.
A) pull: push
") push: pull
$) pulse: pull
!) continuity: pulse
%) pulse: continuity
Ans&er A
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69
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
8) 4hich of the follo&ing is F%AT important for integrating a firm's marketing
communications5
A) analy>e internal and external trends
") audit the pockets of communications spending throughout the organi>ation
$) identify all customer touch points for the company and its brands
!) study the competitor's communications and promotions
%) create performance measures for all communications elements
Ans&er !
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80) "ait-and-s&itch advertising .
A) attracts buyers under false pretenses
") is unethical
$) is illegal
!) is deceptive
%) all of the above
Ans&er %
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kill $oncept
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8*) 4hich of the follo&ing &ould be classified as bait-and-s&itch advertising5
A) advertising a cheaper brand but only making a more expensive one available to customers
") raising a product's prices
$) attempting to charge less for a brand than for manufacturers' brands
!) advertising service packages that cannot actually be provided
%) favoring certain customers over others through trade promotions
Ans&er A
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6;
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
86) A company's salespeople should al&ays follo& the rules of .
A) high-pressure selling
") societal marketing
$) competition
!) fair competition
%) cooling-off
Ans&er !
!iff  (age ef *
AA$" %thical easoning
kill $oncept
b/ective 1*-*
8) A.B. <c!onald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to &holesalers and cities. This is an example of .
A) sales promotion
") personal selling
$) public relations
!) direct marketing
%) advertising
Ans&er "
!iff 1 (age ef *+
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kill Application
b/ective 1*-1
88) Tara Geegan o&ns Five 4ell, a small chain of health stores offering a variety of natural
health products and related services. #n order to implement integrated marketing
communications, Tara has hired a marketing communications director, &hose /ob it &ill be to
ensure that each  &ill deliver a consistent and positive message about the company.
A) public relations message
") brand contact
$) advertisement
!) logo
%) media vehicle
Ans&er "
!iff  (age ef *+
AA$" eflective Thinking
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+
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
89) 3arpo %nterprises maintains the prah 4infrey sho&, a 4eb site, and O maga>ine. "ecause
3arpo %nterprises practices integrated marketing communications, these different brand contacts
all maintain  in design and tone.
A) variety
") contact
$) consistency
!) creativity
%) convenience
Ans&er $
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AA$" eflective Thinking
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b/ective 1*-
8;) !elia's is a clothing retailer that targets teenage girls. #t runs coordinated promotions for its
catalogs, 4eb site, and retail outlets. #t uses the same models in its catalog and in its print ads as
&ell as on its 4eb site. !elia's &orks to make sure its public relations activities as &ell as its
sales promotions harmoni>e &ith its advertising in all venues. Erom this information, you can
infer that !elia's is using .
A) bu>> marketing
") experiential marketing
$) integrated marketing communication
!) &ord of mouth marketing
%) database marketing
Ans&er $
!iff 1 (age ef *+
AA$" eflective Thinking
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b/ective 1*-
9+) 3('s advertising agency assembles &ords and illustrations into an advertisement that &ill
convey the company's intended brand message. #n the communication process, 3( is .
A) messaging
") encoding
$) sending
!) decoding
%) responding
Ans&er "
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1
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
91) The decision to use a cleaning genie to communicate the strength and po&er of <r. $lean
cleaning liCuid is representative of the  process of the communication model.
A) sourcing
") encoding
$) signifying
!) decoding
%) messaging
Ans&er "
!iff  (age ef *+9
AA$" $ommunication
kill Application
b/ective 1*-0
9) #n the communication process, an actual 3( printerHfax machine advertisement is called
.
A) encoding
") decoding
$) noise
!) the message
%) the medium
Ans&er !
!iff  (age ef *+9
AA$" $ommunication
kill Application
b/ective 1*-0
90) An ad for <aybelline age-minimi>ing makeup in Ladies' Home Journal maga>ine featured
actress <elina Ganakaredes and offered readers a I1-off coupon &hen they try the ne& makeup.
#n terms of the communication model, the sender of this message is .
A) <elina Ganakaredes
") Ladies' Home Journal
$) readers &ho redeem the I1-off coupon
!) <aybelline
%) the target market to &hom <elina Ganakaredes appeals
Ans&er !
!iff  (age ef *+9
AA$" eflective Thinking
kill Application
b/ective 1*-0

$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
9*) An ad for <aybelline age-minimi>ing makeup in Ladies' Home Journal maga>ine featured
actress <elina Ganakaredes and offered readers a I1-off coupon &hen they try the ne& makeup.
#n terms of the communication model, the medium of this ad is .
A) <elina Ganakaredes
") Ladies' Home Journal
$) readers &ho redeem the I1-off coupon
!) <aybelline
%) the target market to &hom <elina Ganakaredes appeals
Ans&er "
!iff 1 (age ef *+9
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96) An ad for <aybelline age-minimi>ing makeup in Ladies' Home Journal maga>ine featured
actress <elina Ganakaredes and offered readers a I1-off coupon &hen they try the ne& makeup.
#n terms of the communication model, &hich of the follo&ing &ould be the best &ay for the
source to measure feedback5
A) the number of subscribers to Ladies' Home Journal
") the number of people make up the target market
$) the number of people &ho redeem the coupon
!) the number of people &ho &ere exposed to the ad
%) the number of people to &hom <elina Ganakaredes is an appealing spokesperson
Ans&er $
!iff  (age ef *+;
AA$" Analytic kills
kill Application
b/ective 1*-0
9) <ercy =niversity's initial ads for the school's ne& <"A program are most likely intended to
create .
A) liking
") a&areness
$) preference
!) insistence
%) conviction
Ans&er "
!iff  (age ef *+;
AA$" $ommunication
kill Application
b/ective 1*-0
0
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
98) 4hen a car-maker &ants to introduce a ne& model, it is most likely to began &ith an
extensive  advertising campaign to create name familiarity and interest.
A) sales promotion
") competitive
$) teaser
!) moral appeal
%) t&o-sided
Ans&er $
!iff 0 (age ef *+;
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kill Application
b/ective 1*-0
99) An example of aDn)  appeal is the alvation Army appeal, ?4hile you &ere trying
to figure out &hat to get the man &ho has everything, don't forget the man &ho has nothing.?
A) emotional
") a&areness
$) rational
!) moral
%) standard
Ans&er !
!iff  (age ef *11
AA$" eflective Thinking
kill Application
b/ective 1*-0
9;) 4hich of the follo&ing representDs) a t&o-sided message5
A) Fisterine tastes bad t&ice a day.
") 3ein> Getchup is slo& good.
$) %tonic athletic shoes are built so you can last.
!) A and "
%) none of the above
Ans&er !
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b/ective 1*-0
*
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
;+) A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand a&areness and excitement. The
marketing department then recruited consumers &ho &ere early adopters of technological
devices to spread the &ord about the company's ne& products. This is an example of .
A) public service activities
") nonpersonal marketing
$) bu>> marketing
!) sales promotion
%) direct marketing
Ans&er $
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AA$" eflective Thinking
kill Application
b/ective 1*-0
;1) To&ard the end of the fiscal year, the o&ner of a small company came back from lunch
concerned because he had learned that a business targeted to the same customers as his &as
planning on spending I16+,+++ on promotion. As soon as he arrived at the office, he called his
financial manager and said, ?# &ant to budget I16+,+++ for next year's promotion.? 4hich
method of promotional budgeting did the o&ner &ant to use5
A) the ob/ective-task method
") the percentage-of-sales method
$) the competitive-parity method
!) the bottom-up method
%) the pull-push method
Ans&er $
!iff  (age ef *1
AA$" eflective Thinking
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;) An e-mail from Ama>on.com offers free shipping on your next purchase of more than I06.
This is an example of .
A) sales promotion
") personal selling
$) public relations
!) an advertising ob/ective
%) a push strategy
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$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
;0) <ariah Joldberg, a marketing manager for a manufacturer of children's toys, is looking for
&ays to reach potential customers &ho typically avoid salespeople and advertisements. 4hich of
the follo&ing &ould be the most economical promotional tool for <ariah to use5
A) sales promotion
") personal selling
$) public relations
!) direct marketing
%) brand contacts
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;*) A ne&spaper article announced that oicetream 4ireless, the nation's sixth-largest &ireless
carrier, &as changing its name to T-<obile and that to begin the makeover process it had
replaced spokesperson Kamie Fee $urtis &ith $atherine Leta-Kones. f &hich element of the
promotion mix is this an example5
A) sales promotion
") advertising
$) public relations
!) personal selling
%) product
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;6) $lean and $lear, a large producer of all-natural hair care and beauty products, is most likely
to use &hich of the promotion mix strategies to gain increased shelf space in stores and to gain
increased customer sales5
A) push
") pull
$) push and pull
!) pulse
%) continuity
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
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;) An ad in a professional /ournal targeted to an audience of dentists asked dentists to
recommend $rest toothpaste to their patients. #t 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 $rest toothpaste &as using .
A) personal selling
") direct marketing
$) a push strategy
!) a pull strategy
%) public relations
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;8) Jlasis is a type of paint made specifically for use on cars. An ad in Motor Trend maga>ine
advising consumers to reCuest their body shops use Jlasis paint is an example of ho& a company
uses .
A) &ord of mouth influence
") public relations
$) bu>> marketing
!) a push strategy
%) a pull strategy
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;9) A maker of vitamin drinks &ants to compete &ith 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. 4hich of the follo&ing is a potential disadvantage of this approach5
A) A ne& marketing communications model is Cuickly replacing mass marketing.
") <ass media campaigns are increasingly more expensive.
$) #t may be difficult to identify meaningful product differences in advertising.
!) etail giants may be reluctant to respond to the strategy.
%) The strategy may spark a spiral of price-slashing that &ill undercut the brand's future for
short-term gains.
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8
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
Refer to the scenario below to answer the following uestions!
Kohn <ayes opened parkle Kanitorial in 1;;;. Kohn began by acCuiring t&o contracts for
office cleaning services from t&o local manufacturing facilities. Eor t&o years, Kohn and his
&ife, "arb, performed the cleaning services alone. After acCuiring three additional cleaning
contracts in ++1, Kohn hired t&o employees.
?=p to that point, &e had room to gro& but &e really had no advertising plan,? Kohn
stated. ?4e &ere relying mostly on &ord-of-mouth.?
"y ++0, "arb hired another t&o full-time employees to begin parkle's ne& endeavor
carpet cleaning in homes and offices. ?$ompetition &as getting tough for both of our services at
that point,? "arb added. ?4e ran a local radio spot three times each &eek. Then &e had an
advertiser print coupons on placemats. That gave us a little more exposure.?
Kohn and "arb <ayes admit that they never reali>ed the value of a sound promotional
plan before no&. ?4e &ish &e &ould have put together something catchy &ith a /ingle &ay
before no&,? they said.
;;) 4hich of the follo&ing &ould be the F%AT effective &ay for Kohn and "arb to reach ne&
potential customers5
A) &ord-of-mouth influence
") bu>> marketing
$) public relations
!) net&ork television advertising
%) direct marketing
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1++) #n a recent radio spot, Kohn and "arb gave a Cuick explanation of parkle's cleaning process
and a description of the value consumers receive for their money. This is an example of aDn)
.
A) emotional appeal
") standard appeal
$) rational appeal
!) moral appeal
%) social appeal
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9
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
1+1) A company's marketing communications mix is also called its promotion mix.
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1+) ales promotion makes use of press releases and special events.
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1+0) Though mass marketing &as effective in past decades, large companies no longer routinely
invest large chunks of their advertising budgets in mass-media outlets such as television and
maga>ines.
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1+*) <ass markets have fragmented: thus, marketers are shifting a&ay from mass marketing.
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1+6) ast improvements in information technology are speeding the movement to&ard
segmented marketing.
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1+) 7e& communications technologies such as cell phones and the #nternet give companies
ne& media for interacting &ith targeted consumers, but these ne& technologies also give
consumers more control of the advertising messages they receive.
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;
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1+8) <ass marketers can expect consumers to distinguish bet&een commercial message sources
to maintain a clear image of a company and its brands.
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1+9) The integrated marketing concept ties together all of the company's messages and images.
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1+;) #ntegrated marketing communications allo&s brand messages to be developed by different
departments &ithin an organi>ation.
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11+) A marketing communications director has overall responsibility for the company's
communications efforts.
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111) The communications process should start &ith mass media advertising to reach many
consumers.
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11) The four ma/or communication functions are encoding, decoding, response, and noise.
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8+
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
110) %ncoding is the process by &hich the receiver assigns meaning to symbols.
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11*) !ecoding is the process of putting thought into symbolic form.
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116) A&areness, kno&ledge, and preparation are buyer-readiness stages.
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11) ?Teaser? advertising is most closely associated &ith the buyer-readiness stage of liking a
product.
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118) There are three types of appeal from &hich marketers may choose as they design their
message content. These types are rational, emotional, and moral appeals.
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119) The ?top. Think. Tylenol.? ad is an example of a moral appeal.
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81
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
11;) Advertisements for prescription drugs often feature potential benefits and negative side
effects that consumers may experience &ith use of the medication. These ads present t&o-sided
arguments.
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1+) "u>> marketing involves cultivating opinion leaders and getting them to spread information
about a product or service to others in their communities.
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11) The percentage-of-sales method &rongly vie&s sales as the cause of promotion rather than
the result.
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1) The affordable method sets promotion budgets to match competitors' outlays.
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10) Farge-scale advertising conveys a positive message about the seller's si>e, popularity, and
success.
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1*) #f the pull strategy is effective, consumers &ill then demand the product from channel
members, &ho &ill in turn demand it from producers.
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8
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
16) A recent trend to&ard more push than pull in the mixes of consumer-goods companies may
achieve short-run sales at the expense of brand eCuity.
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1) A company's marketing communications mix also called its promotion mix blends five
different parts. 7ame and define these parts.
Ans&er Advertising is any paid-for or nonpersonal presentation and promotion of ideas, goods,
or services by an identified sponsor. ales promotion includes short-term incentives to encourage
the purchase or sale of a product or service. (ublic relations includes building good relations
&ith the company's various publics by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable rumors, stories, or events. (ersonal
selling includes a personal presentation by the firm's sales force for the purpose of making sales
and building customer relationships. !irect marketing includes direct connections &ith carefully
targeted individual consumers to obtain an immediate response and cultivate lasting customer
relationships the uses of telephone, mail, the #nternet, and other tools to communicate directly
&ith specific customers.
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


18) 4hy are profound changes in marketing communications creating both exciting and scary
times for marketing communicators5
Ans&er #n the past, marketers relied heavily on mass marketing. Today, ho&ever, mass markets
have fragmented, consumers are better informed and s&eeping changes in technology have
changed ho& companies and consumers communicate &ith each other. These three factors have
led to a ne& marketing communications model that is speciali>ed to reach smaller customer
segments &ith messages that are more personali>ed. <ass marketing can no longer be solely
relied upon to deliver a marketer's message. Although these changes may frighten marketing
communicators, these changes afford tremendous opportunities to reach ne& customers and
strengthen relationships &ith existing customers.
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80
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
19) %xplain the concept of integrated marketing communications D#<$).
Ans&er #<$ calls for recogni>ing all contact points &here the customer may encounter the
company and its brands.. A company &ants to deliver a consistent and positive message &ith
each contact. #<$ ties together all of the company's messages and images, avoiding the
confusion that can arise from customers receiving varied messages from a variety of media.
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1;) 7ame and define the four ma/or communication functions.
Ans&er %ncoding is the process of putting thought into symbolic form. !ecoding is the process
by &hich the receiver assigns meaning to the symbols encoded by the sender. #n addition,
response refers to the reactions of the receiver after being exposed to the message. Eeedback is
the part of the receiver's response communicated back to the sender.
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10+) The background for a "enadryl allergy medication ad appearing in the maga>ine Better
Homes and Gardens sho&s green grass and lovely flo&ers. The headline states ?"enadryl is 6*
percent more effective than the leading prescription.? At the bottom of the ad, in small print, is an
explanation of ho& the effectiveness of "enadryl &as determined. The ad also sho&s a package
of "enadryl so consumers can easily recogni>e it at the store. #dentify the different components
of the communication model for this advertisement.
Ans&er The marketers of "enadryl are the sender. These marketers encoded their ideas into the
actual message, &hich includes the images and text of the advertisement. The medium for this
communication is the page in Better Homes and Gardens. The receiver is anyone reading the
maga>ine &ho sees this page of advertising: the receiver may or may not decode the message in
the &ay the marketers intended. 7oise could pop up at any stage of the communication process.
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8*
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
101) utline the steps in developing effective marketing communications.
Ans&er #n preparing marketing communications, the marketer's first task is to identify the
target audience and its characteristics. 7ext, the market has to determine the communication
ob/ectives and define the response sought, &hether it is a&areness, kno&ledge, liking,
preference, conviction, or purchase. Then a message should be constructed &ith an effective
content and structure. <edia must be selected, both for personal and nonpersonal
communication. The marketer should find highly credible sources to deliver messages. Einally,
the communicator must collect feedback by &atching ho& much of the market becomes a&are,
tries the product, and is satisfied in the process.
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10) !escribe the six buyer-readiness stages along &ith marketing strategies that may be used at
each stage.
Ans&er The six buyer-readiness stages are a&areness, kno&ledge. liking, preference,
conviction, and purchase. A marketer might use ?teaser? ads to create interest and curiosity at the
a&areness stage. 7ext, marketers &ant to inform potential buyers of the product's high Cuality
and its many features. "eyond kno&ledge, marketers &ant to move consumers to have stronger
feelings about the product, going from liking to preference to conviction, or believing that a
product is the best for them. A combination of promotion tools can be used to create positive
feelings and a customer connection &ith the brand. The final stage is purchase, &hich marketers
may influence through the use of premiums, add-ons, or rebates.
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100) !escribe four common methods used to set the total budget for advertising.
Ans&er =sing the affordable method, a company sets a promotion budget at the level it thinks it
can afford. =sing the percentage-of-sales method, a company sets a promotion budget at a
certain percentage of current or forecasted sales. =sing the competitive-parity method, a
company sets a promotion budget based on competitors' outlays. =sing an ob/ective-and-task
method, a company sets a promotion budget based on &hat it &ants to accomplish &ith
promotion.
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86
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
10*) <arketers can choose from t&o basic promotion mix strategiesMpush promotion or pull
promotion. $ompare these t&o strategies.
Ans&er =sing the pull strategy, the producer directs its marketing activities to&ard final
consumers to induce them to buy the product: if the pull strategy is effective, consumers &ill
then demand the product from channel members &ho &ill in turn demand it from producers.
=sing a push strategy, the producer focuses instead on the channel members, persuading them to
carry the product and promote it to final consumers.
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106) %xplain ho& advertising may change as a product moves from the introductory stage to the
gro&th stage of the product life cycle.
Ans&er "ecause there may be little a&areness or little information generated about products in
the introductory stage of the life cycle, marketers may spend large amounts of promotional
dollars to&ard creating a&areness. As the product moves into the gro&th stage, many
competitors may enter the market in an attempt to move the product out of the &ay: in such
cases, marketers may continue spending large amounts of promotional dollars for advertising.
3o&ever, at this point, the marketer may decide to attempt to persuade consumers to buy based
on specific product or company attributes, or to compare their product &ith competing products
in an attempt to convince consumers that their product is superior. At the decline stage,
advertising is kept at a reminder level.
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10) 3o& are advertising and direct marketing different5
Ans&er Advertising is the nonpersonal promotion of ideas, goods, or services, &hile direct
marketing is the promotion of ideas, goods, or services to carefully targeted individuals.
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108) 3o& can marketers benefit from media fragmentation5
Ans&er <edia fragmentation is represented through an explosion of more focused media that
better match today's targeting strategies: media fragmentation allo&s the marketer to better reach
the targeted consumers through more specific media options.
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8
$opyright 2 +1+ (earson %ducation, #nc. (ublishing as (rentice 3all
109) 4hy do some marketers predict a marketing ?chaos scenario?5
Ans&er ome experts believe that the traditional mass-media communications &ill cease to
exist and &ill be entirely replaced by ne& digital technologies that permit more targeted and
personali>ed marketing.
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10;) 4hy should a company be concerned about integrating communications from different
sources &ithin the company5
Ans&er $ustomers &on't separate conflicting or varying messages from different sources
&ithin a company, so failing to integrate communications could lead to blurred consumer brand
perceptions.
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1*+) 3o& do integrated marketing communications D#<$) build brand identity5
Ans&er #<$ builds brand identity and strong customer relationships by tying together all of the
company's messages and images.
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1*1) 4hy is the consumer's field of experience of interest to a marketer5
Ans&er The marketing communicator must understand the consumer's field of experience in
order to create promotional messages that &ill be decoded as the sender intends them to be
understood.
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1*) #n the communication process, &hat is noise and &hy is it important5
Ans&er 7oise is the unplanned static or distortion during the communication process, &hich
results in the receiver getting a different message than the one the sender sent. The consumer is
distracted and misses the key point.
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1*0) !escribe the three types of appeals marketers use.
Ans&er ational appeals relate to the consumer's self-interest: emotional appeals attempt to stir
up either positive or negative emotions: moral appeals are directed to the consumer's sense of
&hat is ?right? and ?proper.?
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1**) 4hat role does message format play in print advertisements5
Ans&er #n a print ad, for example, the headline, copy, illustrations, and color are critical. To
attract attention, the advertiser may use novelty, contrasts, or eye-catching headlines.
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1*6) 4hy do marketers value opinion leaders5
Ans&er pinion leaders are people &hose opinions are sought by others. <arketers rely on
opinion leaders to positively influence the spread of product or service acceptance through a
market.
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1*) %xplain ho& the message source affects consumers' perceptions of the message.
Ans&er The message source &ill affect ho& the consumer perceives the message. Eor example,
highly credible sources such as certain ne&spapers &ill be more persuasive. #n some cases, the
use of celebrity testimonials &orks &ell to persuade consumers to make the purchase.
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1*8) 4hen is it most advisable to predominantly use advertising in a promotion mix5
Ans&er Advertising &orks &ell &hen the marketer's goal is to reach geographically dispersed
groups of consumers. #n addition, advertising &orks &ell &hen the marketer &ants to control the
intended message geared to&ard a specific group of consumers. Advertising also allo&s the
marketer to repeat a message many times.
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1*9) 4hen is it advisable to predominantly use personal selling in a promotion mix5
Ans&er (ersonal selling &orks &ell &hen the marketer's goal is to build up buyers' preferences,
convictions, and actions. (ersonal selling allo&s marketers to build personal relationships &ith
the prospective buyers and allo&s marketers to provide demonstrations directly to an intended
audience. <any industrial companies prefer personal selling to other promotional tools.
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1*;) 4hen is it advisable to predominantly use sales promotions in a promotion mix5
Ans&er ales promotions are used to invite and re&ard Cuick response. ales promotions are
short-lived: therefore, sales promotions are used &hen the marketer intends to make a Cuick,
dramatic impact on an intended audience &ith the use of coupons, samples, contest, etc.
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16+) !escribe the ET$ three-day cooling off rule.
Ans&er The three-day cooling-off rule gives special protection to customers &ho are not
seeking products. =nder this rule, customers &ho agree in their o&n homes to buy something
costing more than I6 have 8 hours in &hich to cancel a contract or return merchandise and get
their money back, no Cuestions asked.
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