Chapter 17:
Designing and Managing
Integrated Marketing Communications
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also ________ with present
and potential stakeholders, and the general public.
a. attract
b. reach
c. relate to
d. advertise to
e. communicate
Answer: e
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Level of difficulty: Easy
2. Marketing communications are the means by which firms attempt to ________,
persuade, and remind consumers about the product and brands that they sell.
a. inform
b. reach
c. attract
d. interest
e. none of the above
Answer: a
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Level of difficulty: Easy
3. Marketing communications can contribute to brand equity by establishing the brand
in memory and ________ a brand image.
a. create interest
b. communicate
c. create demand
d. crafting
e. introducing
Answer: d
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Level of difficulty: Medium
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4. The marketing communications mix consists of six major modes of communications.
Which of the following is NOT one of these modes?
a. Personal selling
b. Direct marketing
c. Sales promotions
d. Packaging
e. Advertising
Answer: d
Page: 536
Level of difficulty: Hard
5. Every ________ delivers an impression that can strengthen or weaken a customer’s
view of the company.
a. brand equity
b. brand contact
c. salesman
d. featured ad
e. direct mail piece
Answer: b
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Level of difficulty: Medium
6. Brand equity is composed of four elements. Which of the following is NOT one of
these elements?
a. Brand performance
b. Brand awareness
c. Brand image
d. Brand responses
e. Brand relationships
Answer: a
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Level of difficulty: Hard
7. The starting point in planning marketing communications is an audit of all the
potential ________ that customers in the target market may have with the brand and
the company.
a. consumers
b. interests
c. interactions
d. usages
e. exposures
Answer: c
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Level of difficulty: Hard
8. Marketers need to assess which experiences and impressions will have the most
influence at each ________ of the buying process.
a. stage
b. level
c. consumer
d. step
e. none of the above
Answer: a
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Level of difficulty: Medium
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Chapter 17: Designing and Managing Integrated Marketing Communications
9. Brand awareness is a function of the number of brand-related exposures and
experiences. Anything that causes the consumer to notice and pay attention to the
brand can ________ brand awareness.
a. decrease
b. increase
c. effect
d. affect
e. influence
Answer: b
Page: 539
Level of difficulty: Easy
10. The macromodel of effective communications contains nine elements. Two elements
represent the major parties in a communication. These two parties are called
________ and ________.
a. sender/subject
b. beginner/receiver
c. receiver/starter
d. initiator/receiver
e. sender/receiver
Answer: e
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Level of difficulty: Medium
11. According to the macromodel of communication, the four major communication
functions are decoding, response, feedback, and ________.
a. message
b. encoding
c. response
d. feedback
e. noise
Answer: b
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Level of difficulty: Easy
12. In communicating, selective attention, selective distortion, and ________ come into
play.
a. selective listening
b. noise
c. selective retention
d. selective hearing
e. selective interest
Answer: c
Page: 540
Level of difficulty: Hard
13. In micromodels of marketing communications the four classic response hierarchy
models includes all of the following EXCEPT ________.
a. communications model
b. innovation-adoption
c. hierarchy-of-effects
d. AIDA
e. BAMT
Answer: e
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14. The eight steps in developing effective communications starts with the basics:
identifying the target audience, determining the objectives, designing the
communications, ________ , and establishing the budget.
a. selecting the advertising copy
b. managing the process
c. choosing the media mix
d. selecting the channels
e. measuring results
Answer: d
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Level of difficulty: Medium
15. A major part of audience analysis is assessing the current image of the company, its
product, and its ________.
a. reputation
b. competitors
c. markets
d. users
e. management
Answer: b
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Level of difficulty: Easy
16. ________ is the set of beliefs, ideas, and impressions a person hold regarding an
object.
a. Brand
b. Product
c. Image
d. Concept
e. Idea
Answer: c
Page: 542
Level of difficulty: Medium
17. Formulating the communications to achieve the desired response will require solving
three problems: message strategy, creative strategy, and ________.
a. market specific advertising
b. media sources
c. advertising
d. transformational appeal
e. message source
Answer: e
Page: 544
Level of difficulty: Medium
18. Creative strategies are how marketers translate their messages into a specific
communication. Creative strategies can be broadly classified as involving either
informational or ________ appeals.
a. branded entertainment
b. point-of-purchase
c. advertorials
d. transformational
e. individualization
Answer: d
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Chapter 17: Designing and Managing Integrated Marketing Communications
19. Communicators use positive emotional appeals to attract consumer attention and raise
their ________ with an ad.
a. emotions
b. exposure
c. involvement
d. assessment
e. interest
Answer: c
Page: 545
Level of difficulty: Medium
20. Messages delivered by attractive or popular sources can potentially achieve higher
attention and recall. What is important is the spokesperson’s credibility. Source
credibility consists of trustworthiness, likeability, and ________.
a. celebrity status
b. experience
c. expertise
d. age
e. reputation
Answer: c
Page: 546
Level of difficulty: Hard
21. Multinational companies wrestle with a number of challenges in developing global
communications programs. These challenges include all of the following EXCEPT
________.
a. produce the ad locally or at headquarters
b. if the ad style is acceptable
c. that the market segment is legal and customary
d. if the product is appropriate
e. identifying the proper spokesperson
Answer: e
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Level of difficulty: Hard
22. Personal communications channels derive their effectiveness through ________
presentation and feedback.
a. effective
b. group
c. canned
d. individualized
e. persuasion
Answer: d
Page: 548
Level of difficulty: Medium
23. ________ channels consist of company salespeople contacting buyers in the target
market.
a. Individualized
b. Personal
c. Expert
d. Advocate
e. Social
Answer: d
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Level of difficulty: Easy
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24. ________ channels consists of neighbors, friends, family members, and associates
talking to target buyers.
a. Social
b. Expert
c. Advocate
d. Professional
e. None of the above
Answer: a
Page: 548
Level of difficulty: Easy
25. Personal influence carries especially great weight with consumers in two situations.
The first is with products that are expensive, risky, or purchased infrequently. The
second is where the product ________.
a. suggests something about the user’s ethnic background
b. suggests something about the user’s education
c. suggests something about the user’s family
d. suggests something about the user’s financial wealth
e. suggests something about the user’s status or taste
Answer: e
Page: 548
Level of difficulty: Hard
26. Nonpersonal channels are communications directed to more than one person and
include media, sales promotions, events, and ________.
a. Internet access
b. coupons
c. direct exposure
d. guerilla tactics
e. publicity
Answer: e
Page: 551
Level of difficulty: Easy
27. Mass communications affect personal attitudes and behavior through a two-step
process. Ideas often flow from radio, television, and print to opinion leaders and from
these to the less ________-involved population groups.
a. media
b. advertising
c. informed
d. involved
e. none of the above
Answer: a
Page: 552
Level of difficulty: Hard
28. The two-step flow of information challenges the notion that consumption styles are
________ influenced by a “trickle-down” or “trickle-up” effect from mass media.
a. secondarily
b. affected
c. starts with
d. primarily
e. originates
Answer: d
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Level of difficulty: Hard
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Chapter 17: Designing and Managing Integrated Marketing Communications
29. The four common methods that companies use to decide on a promotion budget
includes the affordable method, the percentage-of-sales method, ________, and the
objective-and-task method.
a. financial method
b. incremental growth method
c. zero-based budgeting method
d. competitive-parity method
e. last year’s budget method
Answer: d
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Level of difficulty: Easy
30. Companies must allocate the marketing communications budget over the six major
modes of communication—advertising, sales promotion, public relations and
publicity, events and experiences, sales force, and ________.
a. incentives
b. couponing
c. integrated marketing communications
d. Internet marketing
e. direct marketing
Answer: e
Page: 554
Level of difficulty: Easy
31. The ________ among communications tools explains why marketing functions need
to be coordinated.
a. significant costs
b. power
c. importance
d. incremental costs
e. substitutability
Answer: e
Page: 555
Level of difficulty: Medium
32. Advertising can be used to build up long-term image for a product and usually
contains the qualities of impersonality, amplified expressiveness, and ________.
a. invitation
b. motion
c. sound and sight
d. pervasiveness
e. intrusion
Answer: d
Page: 555
Level of difficulty: Hard
33. Sales promotions tools offer three distinctive benefits to marketers. Among these
benefits are communication, invitation, and ________.
a. credibility
b. impersonality
c. exclusion
d. inclusion
e. incentive
Answer: e
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Level of difficulty: Medium
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34. Personal selling is the most effective tool at later stages of the buying process,
particularly in building up buyer preference, conviction, and action. Personal selling
has three distinctive qualities. These are personal interaction, response, and
________.
a. customized
b. dramatization
c. involving
d. relevance
e. cultivation
Answer: e
Page: 556
Level of difficulty: Medium
35. Companies must consider several factors in developing their communications mix:
type of product market, consumer readiness to make a purchase, and the stage in the
________.
a. product life cycle
b. marketing mix
c. advertising mix
d. buying process
e. none of the above
Answer: a
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Level of difficulty: Medium
36. An effectively trained company sales force can make four important contributions.
These are increased stock position, missionary selling, key account management, and
________.
a. customer contacts
b. relationship selling
c. direct sales contacts
d. enthusiasm building
e. account management
Answer: d
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Level of difficulty: Medium
37. Senior managers want to know the outcomes and revenues resulting from their
communications investments. Too often, however, their communications directors
supply only ________ and expenses.
a. inputs
b. outputs
c. measures
d. ads
e. none of the above
Answer: b
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Chapter 17: Designing and Managing Integrated Marketing Communications
38. In measuring the effectiveness of a firm’s communications investment, ultimately
________ measures capture the real payoff.
a. behavior-change
b. purchases
c. action
d. inaction
e. none of the above
Answer: a
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Level of difficulty: Hard
39. Integrated marketing communications is a concept of marketing communications
planning that recognizes the added value of a ________ plan.
a. integrated
b. coherent
c. complete
d. comprehensive
e. none of the above
Answer: d
Page: 558
Level of difficulty: Easy
40. Many companies still rely on one or two communication tools. This practice persists
in spite of the fragmenting of mass markets into a multitude of mini markets, each
requiring its own approach; the proliferation of new types of media; and the growing
________ of consumers.
a. interests
b. splintering
c. randomness
d. time poverty
e. sophistication
Answer: e
Page: 558
Level of difficulty: Hard
41. Media coordination can occur across and within media types. A multiple media
campaign deployed within a tightly defined time frame can increase message
_________ and impact.
a. delivery
b. awareness
c. reach
d. impact
e. content
Answer: c
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Level of difficulty: Hard
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42. To build brand equity, communication effects created by advertising must be linked
to the brand. Often, such links are difficult to create because of ________.
a. consumer involvement
b. capital budgets
c. management structure
d. marketing/departmental infighting
e. none of the above
Answer: a
Page: 560
Level of difficulty: Medium
43. The advantages of integrated marketing communications to the firm are many.
Which of the following is NOT one of the advantages of having an integrated
marketing communications program?
a. It forces management to think about how the company communicates.
b. It forces management to think about every way the customer comes in contact
with the company.
c. It produces greater sales impact.
d. It increases consumer involvement.
e. It produces stronger message consistency.
Answer: d
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Level of difficulty: Hard
44. In assessing the collective impact of an IMC program, the overriding goal is to create
the most effective and efficient communications program possible. Six criteria can be
used to help determine whether communications are truly integrated. Which of the
following is NOT one of these six criteria?
a. Clutter
b. Coverage
c. Contribution
d. Commonality
e. Complementarily
Answer: a
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Level of difficulty: Medium
45. A one-time mailing offering a cookware item to a consumer is an example of a
________.
a. single-vehicle, single-stage campaign
b. direct campaign
c. single-vehicle, multiple-stage campaign
d. multiple-vehicle, multiple-stage campaign
e. none of the above
Answer: a
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46. Communication tools vary in cost-effectiveness at different stages of buyer readiness.
________ and publicity play the most important role in the awareness-building stage.
a. direct marketing
b. sales promotion
c. advertising
d. publicity
e. “buzz”
Answer: c
Page: 557
Level of difficulty: Easy
47. Events and experiences provide many advantages to marketers. Among these
advantages are relevancy, “soft sell,” and ________.
a. dramatic
b. exciting
c. involving or engaging
d. personally involving
e. intimate
Answer: c
Page: 556
Level of difficulty: Medium
48. The appeal of public relations and publicity is based on three distinctive qualities.
These include, ________, the ability to catch buyers off guard, and dramatization.
a. invitation
b. “free”
c. high credibility
d. exposure
e. low cost
Answer: c
Pages: 555–556
Level of difficulty: Medium
49. Many companies set promotion expenditures at a specified percentage of sales (either
current or anticipated) or of the sales price. This method of budgeting is called
________.
a. objective-and-task method
b. percentage-of-sales method
c. affordable method
d. competitive parity method
e. none of the above
Answer: b
Page: 553
Level of difficulty: Easy
50. Any discussion about the effectiveness of mass communication has to take into
account the dramatic changes that have ________ the effectiveness of the mass
media.
a. eroded
b. increased
c. expanded
d. supplemented
e. all of the above
Answer: a
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Level of difficulty: Hard
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51. Marketers must be careful in reaching out to consumers. Consumers also can resent
personal communications if unsolicited. A 2003 survey found that roughly ________
percent of the sample of consumers were very annoyed by pop-up ads, spam, and
telemarketing.
a. 80
b. 40
c. 90
d. 60
e. 100
Answer: a
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Level of difficulty: Easy
52. Internet marketers are using ________ as a form of word of mouth, or word of
mouse, to draw attention to their sites.
a. event marketing
b. subliminal marketing
c. viral marketing
d. place marketing
e. public relations
Answer: c
Page: 550
Level of difficulty: Medium
53. Communication researchers are moving toward a social-structure view of
interpersonal communication. They see society as consisting of ________, small
groups whose members interact frequently.
a. targets
b. communities
c. liaisons
d. clubs
e. cliques
Answer: e
Page: 549
Level of difficulty: Hard
54. A well-chosen celebrity can draw attention to a product or brand. The choice of the
celebrity is critical. The celebrity should have high recognition, high positive affect,
and high ________ to the product.
a. interest
b. attachment
c. relevancy
d. appropriateness
e. “fit”
Answer: d
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Level of difficulty: Medium
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55. Communicators use ________ appeals such as fear, guilt, and shame to get people to
things or stop doing things.
a. destructive
b. scary
c. attractive
d. emotional
e. negative
Answer: e
Page: 545
Level of difficulty: Easy
56. John Maloney saw buyers as expecting one of four types of reward from a product.
These include rational, social, ego satisfying, and ________.
a. exciting
b. functional
c. low costs
d. sensory
e. safety
Answer: d
Page: 544
Level of difficulty: Medium
57. The two scales that when combined can develop insight into the nature of the
communication challenge facing marketers includes the familiarity scale and the
________ scale.
a. usage
b. favorability
c. targeted
d. selectivity
e. image
Answer: b
Page: 542
Level of difficulty: Medium
58. The hierarchy-of-effects model contains awareness, knowledge, liking, ________,
conviction, and purchase.
a. cognitive response
b. preference
c. interest
d. attitude
e. none of the above
Answer: b
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59. Senders know that to effectively communicate they must encode their messages so
that the target audience can decode them; the must transmit the message through the
media that reach the target audience and develop ________ channels to monitor the
responses.
a. feedback
b. interest
c. response
d. decoding
e. none of the above
Answer: a
Page: 539
Level of difficulty: Hard
60. One implication of the concept of brand equity is that the manner in which brand
associations are formed does not matter. In other words, if a consumer has an
equally strong, favorable, and unique brand association the impact in terms of brand
equity should be ________.
a. prominent
b. identical
c. different
d. measurable
e. actionable
Answer: b
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Level of difficulty: Hard
True/False
61. One implication of the concept of brand equity is that the manner in which brand
associations are formed does not matter. In other words, if a consumer has an equally
strong, favorable, and unique brand association the impact in terms of brand equity
should be identical.
Answer: True
Pages: 537–538
Level of difficulty: Medium
62. Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers about the products and brands that they sell.
Answer: True
Page: 536
Level of difficulty: Easy
63. Every brand contact delivers an impression that can strengthen or weaken a
customer’s view of the company.
Answer: True
Page: 537
Level of difficulty: Medium
64. The starting point in planning marketing communications is an audit of all the brands
that customers in the target market have with the company.
Answer: False
Page: 538
Level of difficulty: Medium
65. From the perspective of building brand equity, marketers should evaluate some of the
different possible communication options according to their effectiveness criteria.
Answer: False
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Level of difficulty: Hard
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66. In the macromodel of communication, noise does not affect the communication
process between sender and receiver.
Answer: False
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Level of difficulty: Medium
67. Micromodels of marketing communications concentrate on consumers’ specific
responses to communications.
Answer: True
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Level of difficulty: Medium
68. The “learn-do-feel” model of consumer response models is relevant when the
audience has low involvement and perceives little differentiation within the product
category.
Answer: True
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Level of difficulty: Hard
69. AIDA is an acronym for attention, interest, desire, and action.
Answer: True
Page: 540
Level of difficulty: Medium
70. There are eight steps in developing an effective communication’s program.
Answer: True
Page: 541
Level of difficulty: Easy
71. Image is a set of beliefs, ideas, and impressions a person holds regarding an object.
Images are “sticky”; they persist long after the organization has changed.
Answer: True
Page: 542
Level of difficulty: Medium
72. Communication objectives can be set at any level of the hierarchy-of-effect model.
Answer: True
Page: 542
Level of difficulty: Easy
73. Formulating the communications to achieve the desired response will require solving
three problems: what to say, how to say it, and how to pay for it.
Answer: False
Page: 544
Level of difficulty: Hard
74. An informational appeal elaborates on product or service attributes or benefits.
Answer: True
Page: 544
Level of difficulty: Easy
75. Attention-getting tactics are often too effective and distract from brand or product
claims.
Answer: True
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Level of difficulty: Medium
76. Two-sided messages are more effective with audiences that are more educated and
those who are initially opposed to the product.
Answer: True
Page: 544
Level of difficulty: Hard
77. The factors that underlie source credibility include expertise, trustworthiness, and
appropriateness.
Answer: False
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Level of difficulty: Easy
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78. If a person has a positive attitude toward a source and a message, or a negative
attitude toward both, a state of congruity is said to exist.
Answer: True
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Level of difficulty: Hard
79. The “principle of congruity” implies that communicators can use their good image to
reduce some negative feelings toward a brand but in the process might lose some
esteem with the audience.
Answer: True
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Level of difficulty: Medium
80. Companies that sell their products to different cultures or in different countries do not
need to worry about varying their message.
Answer: False
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Level of difficulty: Easy
81. Selecting efficient channels to carry the message becomes more difficult as channels
of communication become more fragmented and cluttered.
Answer: True
Page: 548
Level of difficulty: Easy
82. Personal communication channels derive their effectiveness through individualized
presentation and feedback.
Answer: True
Page: 548
Level of difficulty: Easy
83. A liaison is a person who connects two or more cliques without belonging to either.
Answer: True
Page: 549
Level of difficulty: Medium
84. One team of viral marketing experts caution that while influencers or “alphas” start
trends, they are often too introspective and socially alienated to spread them.
Answer: True
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Level of difficulty: Medium
85. Consumers are welcoming personal communications even if unsolicited.
Answer: False
Page: 551
Level of difficulty: Medium
86. Mass communications affect personal attitudes and behavior through a two-step
process.
Answer: True
Page: 552
Level of difficulty: Medium
87. The influence of mass media on public opinion is as direct, powerful, and automatic
as supposed.
Answer: False
Page: 552
Level of difficulty: Medium
88. The two-step flow confirms the notion that consumption styles are primarily
influenced by the “trickle-down” or “trickle-up” effect from mass media.
Answer: False
Page: 552
Level of difficulty: Medium
89. The percentage-of-sales method of setting promotional expenditures calculates
spending dollars based upon a percentage of last years total sales.
Answer: False
Page: 553
Level of difficulty: Easy
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Chapter 17: Designing and Managing Integrated Marketing Communications
90. The objective-and-task method calls upon marketers to develop promotion budgets by
defining specific objectives, determining the tasks that must be performed to achieve
these objectives, and estimating the costs of performing these tasks.
Answer: True
Page: 554
Level of difficulty: Medium
91. In deciding on the marketing communications mix, companies must allocate the
budget over the six major modes of communication.
Answer: True
Page: 554
Level of difficulty: Easy
92. Advertising can be used to build up a long-term image for a product or trigger quick
sales.
Answer: True
Page: 555
Level of difficulty: Easy
93. The “pervasiveness of advertising permits the seller to repeat a message many times.
It also allows the buyer to receive and compare the messages of various competitors.
Answer: True
Page: 555
Level of difficulty: Medium
94. Companies must consider several factors in developing their communications mix:
the type of product market, consumer readiness to make a purchase, and stage in the
product’s life cycle. Also, the company’s must account for its market rank.
Answer: True
Page: 556
Level of difficulty: Medium
95. In measuring communication results, senior managers want to know the outcomes
and revenues from their communications investments.
Answer: True
Page: 557
Level of difficulty: Medium
96. Integrated marketing communications is a concept of marketing communications
planning that recognizes the added value of a comprehensive plan.
Answer: True
Page: 558
Level of difficulty: Easy
97. The awareness and attitudes created by advertising campaigns do not generally affect
the success of direct sales pitches.
Answer: False
Page: 559
Level of difficulty: Medium
98. Integrated marketing communications can produce stronger message consistency and
greater sales impact.
Answer: True
Page: 561
Level of difficulty: Easy
99. In assessing the collective impact of an IMC program, the overriding goal is to create
the most effective communications program possible.
Answer: True
Page: 562
Level of difficulty: Easy
100. Marketing communications perform many functions for consumers such as being
told or shown how and why a product is used, by what kind of person, and where
and when.
Answer: True
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Level of difficulty: Easy
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Part 7: Communicating Value
Essay
101.
Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers—directly or indirectly—about the products and
brands that they sell. The marketing communications mix consists of six major
modes of communication. List and briefly explain each.
Suggested Answer: These six are: (1) advertising, (2) sales promotion, (3)
events and experiences, (4) public relations and publicity, (5) direct marketing,
and (6) personal selling.
Page: 536
Level of difficulty: Medium
102.
Marketing communication activities contribute to brand equity in many ways.
Briefly list the six elements of the marketing communications mix and tell how
these affect brand equity.
Suggested Answer: As Figure 17.1 shows, marketing communications activities
contribute to brand equity by creating awareness of the brand; linking the right
associations to the brand image in consumers’ memory; eliciting positive brand
judgments or feelings; and/or facilitating a stronger consumer-brand connection.
Every brand contact delivers an impression that can strengthen or weaken a
customer’s view of the company. The elements of the marketing communications
mix are advertising, sales promotion, events and experiences, public relations and
publicity, direct marketing, and personal selling.
Page: 537
Level of difficulty: Hard
103.
Explain the elements of the macromodel of communication process and list the
nine elements contained.
Suggested Answer: The macromodel of the communication process first lists the
two major parties in a communication—sender and receiver. Followed by the
major communication tool—message and media. Four elements represent major
communication functions—encoding, decoding, response, and feedback. The last
element in the system is noise (random and competing message that may interfere
with the intended communication). See Figure 17.2.
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Level of difficulty: Hard
104.
Micromodels of marketing communications concentrate on consumers’ specific
responses to communications. There are four classic response hierarchy models.
List each model and outline their processes from the cognitive stage, affective
stage, and behavior stage.
Suggested Answer: The four classic hierarchy models are AIDA, hierarchy-ofeffects, innovation-adoption model, and communications model. In the AIDA
model, the first stage is attention, followed by interest, then by desire, and finally
by action. In the hierarchy-of-effects model, first is awareness, then knowledge,
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and liking, followed by preference, conviction, and finally purchase. In the
innovation-adoption model first is awareness, then interest, evaluation, trial, and
finally adoption. In the communications model, first is exposure, then reception,
cognitive response, attitude, intention, and finally behavior.
Page: 540
Level of difficulty: Hard
105.
There are eight steps in developing effective communications. List these steps in
their order of flow.
Suggested Answer: First we identify the target audience, then determine the
objectives, followed by designing the communications. After that, we select the
channels, establish the budget, decide on the media mix, measure the results, and
finally manage integrated marketing communications. See Figure 17.4.
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Level of difficulty: Hard
106.
A major part of audience analysis is assessing the current image of the company,
its products, and its competitors. Image is the set of beliefs, ideas, and
impressions a person holds regarding an object. People’s attitudes and actions
toward an object are highly conditioned by that object’s image. Images are
“sticky”; they persist long after the organization has changed. Explain why this is
so and how marketers can change a person’s “image” about an object.
Suggested Answer: Image persistence is explained by the fact that once people
have a certain image, they perceive what is consistent with that image. It will take
highly disconfirming information to raise doubts and open their minds, especially
when people do not have continuous or new firsthand experiences with the
changed object. Marketers must therefore ensure that the consumers who hold this
pejorative image are exposed to or receive the “new and improved” product to try
for themselves and to communicate to others.
Page: 542
Level of difficulty: Hard
107.
Formulating the communications to achieve the desired response will require
solving the problems of message strategy and creative strategy among others.
Define and then describe the differences between these two strategies.
Suggested Answer: Message strategy is where management searches for the
appeals, themes, or ideas that will tie into the brand positioning and help to
establish points-of-parity or points-of-differences. Some of these may be related
directly to product or service performance whereas others may relate to more
considerations that are extrinsic. Creative strategies can be broadly classified as
involving either “informational” or “transformational” appeals. An informational
appeal elaborates on product or service attributes or benefits. A transformational
appeal elaborates on a non-product-related benefit or image.
Page: 544
Level of difficulty: Hard
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Part 7: Communicating Value
108. Explain the principle of congruity as it pertains to message sources. And what
happens when a person holds one attitude toward the source and the opposite
toward the message.
Suggested Answer: The principle of congruity implies that communicators can
use their good image to reduce some negative feelings toward a brand but in the
process might lose some esteem with the audience. If a person has a positive
attitude toward a source and a message, or a negative attitude toward both, a state
of congruity is said to exist.? Osgood and Tannenbaum say that attitude change
will take place in the direction of increasing the amount of congruity between the
two evaluations. The consumer will end up respecting the celebrity somewhat less
or respecting the brand somewhat more.
Page: 546
Level of difficulty: Hard
109.
Companies can take several steps to stimulate personal influence channels to
work on their behalf. List these eight steps.
Suggested Answer: These steps are: (1) identify influential individuals and
companies and devote extra effort to them; (2) create opinion leaders by
supplying certain people with the product on attractive terms; (3) work through
community influentials such as local disk jockeys, class presidents, and presidents
of women’s organizations; (4) use influential or believable people in testimonial
advertising; (5) develop advertising that has high “conversation value”; (6)
develop word-of-mouth referral channels to build business; (7) establish an
electronic forum; and (8) use viral marketing.
Page: 550
Level of difficulty: Hard
110. A major question regarding marketing communications is how much weight
marketing communications should receive in relation to alternatives such as
product improvement, lower prices, or better service. What is the answer to this
question?
Suggested Answer: The answer depends on where the company’s products are in
their life cycles, whether they are commodities or highly differentiable products,
whether they are routinely needed or have to be “sold,” and other considerations.
Marketing communications budgets tend to be higher when there is low channel
support, much change in the marketing program over time, many hard-to-reach
customers, more complex customer decision making, differentiated products and
nonhomogeneous customer needs, and frequent product purchases in small
quantities.
Page: 554
Level of difficulty: Medium
494
Chapter 17: Designing and Managing Integrated Marketing Communications
APPLICATION QUESTIONS
Multiple Choice
111.
Your marketing communications mix includes mail, telephone, fax, e-mail, or the
Internet to communicate directly with or solicit responses or dialogue from
specific customers and prospects. Which of the six major modes of
communication are you using?
a. Sales promotions
b. Advertising
c. Direct marketing
d. Personal selling
e. Events and experiences
Answer: c
Page: 536
Level of difficulty: Easy
112.
If a consumer has an equally strong, favorable, and unique brand association with
Subaru with the concepts “outdoors,” “active,” and rugged” because of exposure
to a TV ad that shows the car driving over rugged terrain at different times of the
year, the impact in terms of brand equity should be ________.
a. identical
b. confusing
c. heightened
d. long lasting
e. none of the above
Answer: a
Page: 538
Level of difficulty: Medium
113.
In the process of buying a new car, a consumer might talk to others; research the
car on the Internet, visit showrooms, and buy magazines dedicated to the
automobile industry. Where would you start in developing your marketing
communication planning?
a. Appoint an ad agency.
b. Conduct an audit of all the potential interactions the target market has with the
brand.
c. Create message strategy.
d. Create the creative strategy.
e. None of the above.
Answer: b
Page: 538
Level of difficulty: Medium
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Part 7: Communicating Value
114.
Your responsibility is to spend the company’s communications dollars efficiently.
As a result, you have collected the costs of the various forms of the
communication’s mix. Your decision on “where” to spend your company dollars
will be determined ________.
a. according to its ability to build brand equity and drive brand sales
b. according to its ability to reach the most consumers
c. according to its ability to return the “most bang for the buck”
d. according to its ability to communicate the “message” most creatively
e. according to its ability to have the highest return on investment
Answer: a
Page: 538
Level of difficulty: Hard
For your target audience of “new parents,” communicating to them via
newsletters, parenting magazines, “baby clubs,” and through hospitals, is an
example of what element of the macromodel of the communications process?
a. Response
b. Receiver
c. Decoding
d. Encoding
e. Media
Answer: e
Page: 539
Level of difficulty: Hard
115.
116.
You choose to use the AIDA model of consumers’ response hierarchy models. In
the cognitive stage of the AIDA model, your campaign is designed just to
________.
a. gain attention
b. stimulate interest
c. gain exposure
d. increase knowledge
e. none of the above
Answer: a
Page: 540
Level of difficulty: Medium
117.
Consumer research has indicated that your target markets’ consumers are aware
of your product, have sufficient knowledge of the product’s capabilities, like the
product and established a preference for it, but have not developed a ________
about buying it.
a. cognitive response
b. liking
c. preference
d. purchase
e. conviction
Answer: e
Page: 541
Level of difficulty: Medium
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Chapter 17: Designing and Managing Integrated Marketing Communications
118.
In developing effective communications, the first step that you have to take is to
identify your target audience. It is often useful to define target audience in terms
of ________ and loyalty.
a. exposure
b. image
c. reach
d. usage
e. none of the above
Answer: d
Page: 541
Level of difficulty: Medium
119. If the answer you receive from your target market audience’s knowledge of your
product consists of “know a little bit” about it, you are using the ________.
a. familiarity scale
b. favorability scale
c. marketing advertising
d. Likert scale
e. category research
Answer: a
Page: 542
Level of difficulty: Medium
120.
Establishing a product category, such as electric cars, as necessary to remove or
satisfy a perceived discrepancy between a current motivational state and a desired
emotional state is an example of a ________.
a. category need
b. brand awareness
c. brand attitude
d. cognitive dissonance
e. purchase intention
Answer: a
Page: 542
Level of difficulty: Medium
The commercials for pain remedies that promise quick relief to your “aches and
pains” is an example of what type of creative strategy?
a. Informational appeal.
b. Transformational appeal.
c. Collective appeal.
d. Personal appeal.
e. None of the above.
Answer: a
Page: 544
Level of difficulty: Medium
121.
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Part 7: Communicating Value
The famous commercial that showed frying eggs and the tag line “this is your
brains on drugs” is an example of ________.
a. interactive marketing
b. transformational appeal
c. informational appeal
d. fear advertising
e. all of the above
Answer: b
Page: 545
Level of difficulty: Medium
122.
123.
The recent Kobe Bryant scandal and his losing millions of dollars in
endorsements is an example of the risk of using celebrities as product endorsers.
Of the three elements of source credibility, which one was affected most by Kobe
Bryant’s actions?
a. Appropriateness
b. Recognition
c. Expertise
d. Likeability
e. Trustworthiness
Answer: e
Page: 547
Level of difficulty: Medium
124.
A visit by a textbook publisher’s sales representative is an example of ________.
a. advocate channels
b. expert channels
c. social channels
d. interactive marketing
e. e-marketing
Answer: a
Page: 548
Level of difficulty: Medium
125.
Your company wants to increase and stimulate personal influence channels to
work on its behalf. One of the suggestions was to contract with a “known”
celebrity for a testimonial. This suggestion depends upon the “celebrity” being
________ and believable.
a. available
b. interested
c. influential
d. attractive
e. none of the above
Answer: c
Page: 550
Level of difficulty: Easy
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Chapter 17: Designing and Managing Integrated Marketing Communications
126.
Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that
the company can benefit from the twin paybacks of (1) forging direct
relationships with customers and (2) building a database of its best customers.
This is an example of ________.
a. personal selling
b. integrated marketing communications
c. coordinating media
d. brand linkages
e. direct marketing
Answer: c
Page: 559
Level of difficulty: Medium
127.
When a communications director presents senior management with such things as
press clipping counts, the number of ads placed, media costs, and such, he is
supplying ________.
a. feedback
b. revenues
c. outcomes
d. inputs
e. outputs and expenses
Answer: e
Page: 557
Level of difficulty: Easy
128.
We find that 80 percent of the consumers in the total market are aware of brand
A, 60 percent have tried it, and only 20 percent who have tried it are satisfied.
This indicates that the communications program is effective in creating
awareness, but the product fails to meet consumer ________.
a. effect on complementary products
b. purchase intent
c. awareness
d. interests
e. expectations
Answer: e
Page: 557
Level of difficulty: Medium
129.
In the market that your product competes within, there is very low channel
support and many hard-to-reach customers. As a rule then, your budget for your
marketing communications program should be ________.
a. higher
b. lower
c. equal
d. same as competition
e. determined by objective and task
Answer: a
Page: 554
Level of difficulty: Hard
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Part 7: Communicating Value
130.
The premise surrounding public relations and publicity is that news stories and
features about your company’s product is more authentic and ________ to readers
than advertisements.
a. true
b. influenced
c. impartial
d. effective
e. credible
Answer: e
Page: 555
Level of difficulty: Easy
Short Answer
131.
List the major ways that marketing communications activities contribute to brand
equity.
Suggested Answer: Marketing communications activities contribute to brand
equity by creating awareness of the brand; linking the right associations to the
brand image in consumers’ memory; eliciting positive brand judgments or
feelings; and or facilitating a stronger consumer-brand connection.
Page: 537
Level of difficulty: Medium
132. Marketing communications activities must be integrated to deliver a consistent
message and achieve the desired strategic positioning. Explain how someone
looking for a computer affects the needs of the marketer in planning the
marketing communications activities.
Suggested Answer: The starting point in planning marketing communications is
an audit of all the potential interactions that customers in the target market may
have with the brand and the company. Marketers need to assess which experience
and impressions will have the most influence at each stage of the buying process.
Armed with these insights, marketers can judge marketing communications
according to its ability to build equity and drive sales.
Page: 538
Level of difficulty: Hard
133.
Micromodels of marketing communications concentrate on consumers’ specific
response to communications. Please list the four classic response hierarchy
models.
Suggested Answer: The four classic response hierarchy models are: (1) AIDA
model; (2) hierarchy-of-effects model; (3) innovation-adoption model; and (4)
communications model.
Page: 540
Level of difficulty: Medium
500
Chapter 17: Designing and Managing Integrated Marketing Communications
134.
List the eight steps necessary in developing an effective communications program.
Suggested Answer: The eight steps are as follows: (1) identify target audience;
(2) determine objectives; (3) design communications; (4) select channels; (5)
establish budget; (6) decide on media mix; (7) measure results; (8) and manage
integrated marketing communications.
Page: 541
Level of difficulty: Hard
135.
Consumers are more likely to recognize Stouffer’s distinctive orange packages
than recall the brand. When is brand recall important and when is brand
recognition important?
Suggested Answer: Recognition is easier to achieve than recall. Brand recall is
important outside the store; brand recognition is important inside the store. Brand
awareness provides a foundation for brand equity.
Page: 543
Level of difficulty: Hard
136.
The Geico advertisements that state in a 15-minute phone call can result in a 15
percent reduction on auto insurance combines what two communication
objectives?
Suggested Answer: This combines both brand attitude and a call to action to
build brand purchase intentions.
Page: 543
Level of difficulty: Medium
137.
John Maloney saw buyers as expecting one of four types of reward from a
product: rational, sensory, social, or ego satisfaction. Crossing these four types of
rewards with the three types of experience generates 12 types of messages.
Explain the phrase “Snickers satisfies your hunger.”
Suggested Answer: “Snickers satisfies your hunger” is a sensory reward promise
connected with product-in-use experience
Page: 544
Level of difficulty: Hard
138.
In describing the experience of using Coast soap for the first time (“The Eye
Opener!”) we are describing a non-product benefit or image. This is the definition
of what type of appeal?
Suggested Answer: A transformational appeal elaborates on a non-productrelated benefit or image such as described above.
Page: 544
Level of difficulty: Easy
139.
Communications that use cute babies, puppies, or provocative sex appeals are
often employed to attract consumer attention and raise their involvement with an
ad. What are some of the usages for “borrowed interest” devices?
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Part 7: Communicating Value
Suggested Answer: “Borrowed interest” techniques are thought to be necessary
in the tough new media environment characterized by low-involvement consumer
processing and much competing ad and programming clutter. These techniques
may also detract from ad comprehension, can wear out their welcome faster, and
can overshadow the product.
Page: 545
Level of difficulty: Hard
140.
In terms of source credibility, why would a medical doctor have greater source
credibility as a spokesperson speaking about the effects of a new drug than a
retired actor would. In your answer, be sure to list the characteristics of source
credibility.
Suggested Answer: The factors that underlie source credibility are expertise,
trustworthiness, and likability. The retired actor may have or possess a higher
likability quotient but the medical doctor would have higher expertise and
trustworthiness acceptances.
Page: 546
Level of difficulty: Medium
141.
In personal communications channels, they derive their effectiveness through
individualized presentation and feedback. In addition, we can distinguish between
three channels: advocate channels, expert channels, and social channels. How
would you characterize a seminar directed to retirees on buying real estate with no
money down?
Suggested Answer: A seminar on buying real estate would be an example of an
expert channel of personal communications.
Page: 548
Level of difficulty: Easy
142.
You belong to a computer club and your spouse belongs to a gardening club. In
terms of the social-structure of interpersonal communications, communication
researchers would characterize you and your spouse as what?
Suggested Answer: You and your spouse would belong to a clique—both of you
would be a bridge because you both belong to one clique and are linked by
another person in another clique.
Page: 549
Level of difficulty: Easy
143.
List some of the benefits of a working integrated marketing communications
program.
Suggested Answer: A working integrated marketing communications program
can produce stronger message consistency and greater sales impact. It forces
management to think about every way the customer comes in contact with the
company, how the company communicates its positioning, the relative importance
of each vehicle, and timing issues.
Page: 561
Level of difficulty: Hard
502
Chapter 17: Designing and Managing Integrated Marketing Communications
144.
Integrated marketing communications has been slow to take hold for several
reasons. List these reasons.
Suggested Answer: Large companies often employ several communications
specialists to work with their brand managers who may know comparatively little
about the other communication tools. Further complicating matters is that many
global companies use a large number of ad agencies located in different countries
and serving different divisions, resulting in uncoordinated communications and
image diffusion.
Pages: 560–561
Level of difficulty: Hard
145.
Define the sequences of events for a multiple-vehicle, multiple-stage integrated
marketing communications campaign.
Suggested Answer: The sequence would flow somewhat as follows: News
campaign about a new product → Paid ad with a response mechanism → Direct
mail → Outbound telemarketing → Face-to-face sales call → Ongoing
communication.
Page: 559
Level of difficulty: Hard
146.
Your sales force is efficient and effective. The four contributions that an effective
sales force can make to the marketing communications mix are.
Suggested Answer: An effective sales force can (1) increase a customer’s stock
positions; (2) build enthusiasm; (3) missionary selling; and (4)key account
management (relationship building).
Page: 557
Level of difficulty: Medium
147.
The repetition of the local car dealers’ commercials on late night television,
besides being universally terrible, are examples of what characteristic of the
advertising component of the communications mix.
Suggested Answer: These commercials demonstrate the pervasiveness of the
advertising communications mix.
Page: 555
148.
Level of difficulty: Medium
In introducing a new liquid dog treat to the market, you have been asked to
prepare a promotion budget using the objective-and-task method. What would be
your first step in this process?
Suggested Answer: The first step in the objective-and-task method would be to
establish the market share goal of the dog treat market.
Page: 554
Level of difficulty: Easy
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Part 7: Communicating Value
149.
How do opinion leaders mediate the affect of mass communications?
Suggested Answer: Mass communications affect personal attitudes and behaviors
through a two-step process. Ideas often flow from radio, television, and print to
opinion leaders and from these to the less media-involved populations groups.
This two-step flow has several implications. First, the influence of mass media on
public opinion is not as direct, powerful, and automatic as supposed. Second, the
two-step flow challenges the notion that consumption styles are primarily
influenced by a “trickle-down” or “trickle-up” effect from mass media.
Page: 552
Level of difficulty: Hard
150.
The macromodel of the communications process includes nine elements.
Diagram the nine elements in the communications process.
Suggested Answer:
Sender → Encoding → Message → Decoding
Media
→
Receiver
←Noise →
Feedback
Page: 539
Response
Level of difficulty: Medium
504