Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Test Bank

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Student: ___________________________________________________________________________
1. Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:
A. McDonald's Canada
B. Tim Hortons
C. Starbucks
D. Thai Express
2. McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for
this promotion:
A. the launch of their new fruit smoothies
B. the launch of their McCafé brand of coffee and espresso-based beverages
C. their "Our Food. Your Questions" digital marketing communications program
D. their "I'm Lovin' It" campaign
3. McDonald's Canada answered consumer questions about its food and how it's prepared by:
A. answering mailed-in questions by return mail.
B. answering mailed-in questions via newspaper ads in major cities.
C. providing tear-off sheets in store with FAQ answers.
D. addressing the questions with YouTube videos, TV commercials and wild postings.
4. The "Our Food. Your Questions" campaign by McDonald's Canada can be primarily described as
what kind of marketing communication tool?
A. Experiential Marketing
B. Public Relations
C. Personal Selling
D. Direct Marketing

5. _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
6. Which of the following is the BEST example of a marketing exchange?
A. Vianna gave Myron a menu, and he placed his food order.
B. Jayson helped Tiffany replace a light bulb in her porch fixture.
C. Tyron and Gwen gave their daughter a necklace for her birthday.
D. For mowing her yard, Mrs. Dudley gave Ike a chocolate cake.
7. Product, price, place and promotion are also known as ________
A. the marketing mix.
B. marketing communications tools.
C. methods of selling goods and services.
D. marketing jargon.
8. Which of the following statements about price is true?
A. Price refers to what the marketer must give up to sell a product.
B. Price communicates the economic cost to consumers for all of the product benefits combined.
C. Price is not a key aspect of the product conveyed in a promotional offer.
D. Levels of recommended ad expenditures are not relative to price.
9. A firm can have an excellent product at a great price, but it will be of little value unless it's
available where the consumer wants it and when the consumer wants it. The statement above
refers to:
A. product decisions.
B. price decisions.
C. distribution decisions.
D. positioning decisions.

10. ______ is the coordination of all seller-initiated efforts to set up channels of information and
persuasion to sell goods and services.
A. Publicity
B. Advertising
C. Organizational communication
D. Promotion
11. Which of the following is NOT an element of the promotional mix?
A. Packaging
B. Advertising
C. Personal selling
D. Sales promotion
12. _____ is defined as any paid form of nonpersonal communication about an organization, product,
service or idea by an identified sponsor.
A. Advertising
B. The promotional mix
C. Publicity
D. Sales promotion
13. Advertising may be defined as any:
A. paid form of nonpersonal communication about a product, service, or company
B. communication about a product, service, or company
C. communication that moves a product from one level to another level of the distribution channel
D. personal communication from a company representative to prospective buyers
14. Which the following is NOT an advantage inherent in the use of advertising?
A. Ability to control the message
B. Low cost per contact
C. Ability to create brand images and symbolism
D. Immediate feedback

15. Which of the following is NOT a characteristic of advertising as a form of promotion?
A. Cost-effective method for communicating with large audiences
B. Personal nature of the message
C. The ability to reach large audiences with the advertising message
D. The ability to create images for brands
16. Which of these is NOT a reason why marketers use advertising?
A. To set an appropriate price across various channels
B. To strike a responsive chord with consumers when differentiation across other elements of the
marketing mix is difficult
C. To create symbolic appeals for a company or brand
D. To take advantage of the fact that advertising is a very cost-effective method of reaching a
large audience
17. Rolex's use of high quality product photography and celebrities wearing their watches is a form
of:
A. primary demand
B. combined demand for the celebrities
C. product symbolism
D. national appeal
18. ________ refers to what a product or brand means to consumers and what they experience in
purchasing and using it.
A. Product appeal
B. Product symbolism
C. Brand identity
D. Brand recognition
19. A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks
represent:
A. product appeal
B. product symbolism
C. brand identity
D. brand equity

20. This is the added value or goodwill resulting from a favourable image and/or consumer
attachment to a company name, brand name, or trademark:
A. product appeal
B. product symbolism
C. brand identity
D. brand equity
21. Advertising done by manufacturers of well-known brands on a nationwide basis or in most
regions of the country is known as _____ advertising.
A. primary demand
B. retail
C. consumer
D. national
22. Advertising done by Wal-Mart, The Bay, and Target for the purpose of building store traffic and
encouraging consumers to make a purchase is known as _____ advertising.
A. trade
B. retail
C. cooperative
D. in-store
23. Advertising done by Home Hardware to encourage consumers to shop there for all hardware
needs is known as _____ advertising.
A. national
B. primary demand
C. selective demand
D. retail/local
24. Primary demand advertising is designed to:
A. draw particular attention to a particular branded item
B. stimulate demand for a general product class or industry
C. help launch a specific line extension
D. create a market share gain for the industry leader

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25. _____ advertising is a type of consumer-oriented advertising that focuses on creating demand for
a specific company's brand.
A. Primary demand
B. Selective demand
C. Trade
D. Cooperative
26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods
or services for their companies.
A. Professional
B. Direct-response
C. Business-to-business
D. Retail
27. Ads for computers and office furniture in Purchasing Canada, a trade magazine written and
published especially for corporate and government buyers, are examples of _____ advertising.
A. retail
B. business-to-business
C. professional
D. primary-demand
28. Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an
example of _____ advertising.
A. professional
B. trade
C. primary demand
D. progressive
29. _____ includes those marketing activities that provide extra value or incentives to the sales force,
distributors, or the ultimate consumer.
A. Direct marketing
B. Public relations
C. Sales promotion
D. Brand equity

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30. Sales promotions targeted to the ultimate users of a product such as sampling, coupons,
contests, or sweepstakes are known as:
A. consumer sales promotion
B. trade sales promotion
C. direct marketing incentives
D. strategic promotions
31. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each
game piece that you receive as a result of a purchase either awards you a prize or fills in one
section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or
all of one colour of property. This is an example of a:
A. consumer sales promotion
B. direct-response advertising campaign
C. primary demand advertising campaign
D. service-oriented sales promotion
32. Sales promotion programs targeted toward marketing intermediaries such as wholesalers,
distributors, and retailers are known as:
A. a consumer sales promotion
B. a trade sales promotion
C. a functional inducement
D. integrated promotions
33. _____ is nonpersonal communication neither directly paid for nor run under identified
sponsorship.
A. Advertising
B. Sales promotion
C. Publicity
D. Public relations
34. How does advertising differ from publicity?
A. Advertising is done by manufacturers, and publicity is done be retailers.
B. Advertising is paid for by the sponsoring organization, and publicity is not.
C. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is
institutional in character.
D. Advertising typically utilizes mass media, and publicity does not.

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35. Which of the following statements about publicity is true?
A. Publicity generally has a broader purpose and objective than public relations.
B. Publicity is an important communication technique used in public relations.
C. Publicity has more of a long term, on-going purpose than public relations.
D. Publicity and public relations are synonyms for each other.
36. Which of the following is NOT a technique used to generate publicity?
A. News releases and feature articles
B. Photographs, films, and videotapes
C. Packaging and product displays
D. Press conferences
37. When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her
role in the "Hunger Games" movies, it is an example of:
A. advertising
B. publicity
C. personal selling
D. direct marketing
38. One of the primary advantages inherent in the use of publicity is its:
A. ability to be personalized
B. credibility
C. almost non-existent variable costs
D. ability to be closely controlled and monitored by the organization that is being publicized
39. Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as
the best brand. This article was reported on in various newspapers and television news
programs. This is an example of:
A. sales promotion
B. advertising
C. negative publicity
D. positive publicity

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40. A review of a movie in Maclean's magazine or on "Canada AM" is an example of:
A. personal selling
B. publicity
C. promotion
D. media-selling
41. Because of the perceived objectivity of the source, which element of the promotional mix is
usually regarded as most credible?
A. Advertising
B. Publicity
C. Sales promotion
D. Direct marketing
42. When an organization systematically plans and distributes information in an attempt to control its
image, it is engaging in a function known as:
A. image management
B. advertising
C. integrated marketing
D. public relations
43. _____ is the management function that evaluates public attitudes, identifies the policies and
procedures of an individual or organization with the public interest, and executes a program of
action to earn public understanding and acceptance.
A. Publicity
B. Corporate affairs
C. Public relations
D. Sales promotion
44. Public relations involves all of the following EXCEPT:
A. sponsorship of a fun run to benefit breast cancer research
B. financial and personnel involvement in local arts and crafts festival
C. product design
D. publicity

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45. _____ is a system of marketing by which organizations communicate directly with target
customers to generate a response and/or a transaction.
A. Advertising
B. Sales promotion
C. Direct marketing
D. Public relations
46. Which of the following statements about direct marketing is true?
A. Direct marketing and direct mail are synonymous.
B. Direct marketing includes a variety of techniques and activities such as direct mail,
telemarketing, and direct response advertising.
C. Direct marketing has lost popularity over the past two decades, owing primarily to changing
lifestyles and technologies.
D. Business-to-business marketers criticize direct marketing as an ineffective way to identify
potential sales leads, communicate with customers, and provide them with information about
their products or services.
47. Which of the following statements about direct marketing is true?
A. Direct marketing has not traditionally been considered an element of the promotional mix,
since it had distinct objectives, strategies and tactics.
B. One of the major tools of direct marketing is indirect-response advertising.
C. Direct marketing is seldom, if ever, used by companies that have a sales force.
D. Direct marketing does not exist beyond direct mail and mail-order catalogues.
48. The Bradford Exchange is a company that sells collectible plates. If you order one plate from the
company, you will receive multiple mailings each month announcing new issues and encouraging
you to place your order. Given this information, which promotional element do you think The
Bradford Exchange depends upon most heavily?
A. Advertising
B. Sale promotion
C. Direct marketing
D. Public relations

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49. One of the major tools of direct marketing is ______ advertising, whereby a product is promoted
through an ad that encourages the consumer to purchase directly from the manufacturer.
A. direct-response
B. primary-demand
C. business-to-business
D. selective demand
50. _____ is a promotional mix element that allows for direct contact between a buyer and seller and
allows a message to be modified according to the needs or reactions of the customer.
A. Direct mail
B. Personal selling
C. Public relations
D. Sales promotion
51. In the 1990s, companies saw __________ as a way to coordinate and manage their marketing
communication programs to ensure customers received a consistent message about the
company and/or its brands.
A. product marketing
B. the Internet
C. relationship marketing
D. integrated marketing communications
52. Many companies are taking a(n) ___________ perspective in developing their IMC programs
whereby they consider all of the potential ways of reaching their target audience and presenting
the company or brand in a favourable manner.
A. audience contact
B. traditional
C. modern
D. aggressive
53. _____ is the process of creating, maintaining, and enhancing long-term relationships with
individual customers as well as other stakeholders for mutual benefit.
A. Integrated marketing communications
B. Marketing planning
C. Exchange
D. Relationship marketing

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54. The increased usage of relationship marketing is due to the fact that:
A. customers have become less demanding
B. customers want products and services that are mass-produced rather than tailored to their
specific needs and wants
C. retaining customers is generally more cost effective than acquiring new ones
D. it is very costly to maintain customer databases
55. Promotional management can best be described as:
A. placing coupons in each Sunday edition of major newspapers
B. effectively coordinating the promotional mix elements to develop an effective communication
program
C. measuring the effectiveness of any communication with the target market
D. coordinating the activities of people who come in contact with the prospect or consumer
56. The _____ is the framework for developing, implementing, and controlling an organization's
integrated marketing communications program and activities.
A. promotional plan
B. market audit
C. situation analysis
D. communications process
57. The _____ is a written document that describes the overall marketing strategy and programs
developed for an organization, product line, or brand.
A. promotional plan
B. marketing plan
C. communications plan
D. situation analysis
58. A marketing plan usually includes all of the following EXCEPT:
A. a program for implementing marketing strategy
B. criteria and procedures for the hiring of all marketing personnel
C. the establishment of marketing objectives
D. a detailed situation analysis

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59. A marketing plan usually includes:
A. a corporate mission statement
B. a media schedule
C. a detailed situation analysis
D. sales and market forecasts
60. The first step in the IMC planning process is:
A. the situation analysis
B. budget determination
C. a review of the marketing plan
D. specification of communications objectives
61. An internal situation analysis looks at all of the following EXCEPT:
A. competitive analysis
B. corporate and brand image analyses
C. promotional objectives
D. results of the firm's previous promotional programs
62. An external situation analysis could include all of the following EXCEPT:
A. a competitive analysis
B. the product's benefits
C. consumer behaviour analysis
D. environmental analysis
63. _____ refer to what is to be accomplished by the overall marketing programs and is stated in
terms of sales, market share, and profitability.
A. Communication objectives
B. Marketing objectives
C. Segmentation approaches
D. External analysis factors

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64. Which of the following is NOT a good example of a communications objective?
A. To create awareness of the attributes of a brand or product
B. To create a favourable attitude about a product
C. To develop consumers' intentions to purchase a product
D. To increase sales volume
65. _____ should be the guiding force for development of the overall marketing communications
strategy and of objectives for each promotional mix area.
A. Communication and behavioural objectives
B. Sales and marketing objectives
C. Marketing and behavioural objectives
D. Promotional and marketing objectives
66. All of the following explain the importance of IMC EXCEPT:
A. the many audiences to communicate with
B. the vast number of messages consumers receive
C. advertising and promotion regulation
D. consumer adoption of technology and media
67. _____ is described as one of the "new-generation" marketing approaches that helps companies
to better focus their efforts in acquiring, retaining, and developing relationships with customers
and other stakeholders.
A. Transaction marketing
B. Public relations
C. Online advertising
D. IMC
68. Which of the following is NOT a general characteristic of IMC?
A. Competitive-oriented communication
B. Unified communication for consistent message and image
C. Differentiated communication to multiple customer groups
D. Relationships fostering communication with existing customers

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69. Which of the following best describes a criticism of IMC?
A. Differentiates communication to multiple customer groups
B. Focuses primarily on the tactical coordination of various communication tools with the goal of
making them look and sound alike
C. Unifies communication for consistent message and image
D. Uses database-centred communication for tangible results
70. Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to
consider all the potential ways of reaching her target audience and presenting her brand in a
favourable manner. Kim believes this approach can help develop an efficient and effective
communication campaign. This approach is best described as:
A. database-centred perspective
B. relationship marketing perspective
C. audience contact perspective
D. persuasive communication perspective
71. Which of the following statements about marketing and IMC plans is NOT necessarily true?
A. The first step in the IMC planning process is to review the marketing plan
B. The marketing objectives in the marketing plan should be reproduced as communication
objectives in the IMC plan
C. The marketing plan specifies the roles advertising and other promotional mix elements play in
the overall marketing program
D. The IMC plan is developed similarly to the marketing plan and often uses its detailed
information

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