general business data bank

APPLICATION
QUESTIONS

Multiple
Choice

101.
Your marketing communications
mix includes mail, telephone, fax, e-mail, or the Internet to communicate
directly with specific customers and prospects. Which of the eight major modes
of communication are you using?
a. sales promotions
b. advertising
c. direct marketing
d. personal selling
e. events and experiences
102.
If a consumer has an equally
strong, favorable, and unique brand association of 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 Subaru’s brand equity should be ________.
a.
identical
b.
confusing
c.
heightened
d. long lasting
e. none of the above

103.
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

104.
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
communications 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

105.
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

106.
In developing effective
communications, the first step that you must 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

107.
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

108.
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. Differentiated appeal

109.
By
focusing on a non-product-related image, VW’s advertising to active, youthful
people with its “Drivers Wanted” campaign was an example of a ________.
a. informational appeal
b. collective appeal
c. transformational appeal
d. personal appeal
e. differentiated appeal

110.
Qualities
such as candor, humor, and naturalness make a source more _______, and
therefore more credible.
a. trustworthy
b. expert
c. knowledgeable
d. likable
e. interesting

111.
Which
of the following statements best describes findings by Osgood and Tannenbaum
related to congruity?
a. Attitude change will take place in the
direction of decreasing the amount of congruity between two evaluations.
b. Attitude change will take place in a way
that increases the amount of congruity between two evaluations.
c. Attitude change will take place moving away
from increasing the amount of congruity between two evaluations.
d. Attitude change will take place in a way
that increases the amount of incongruity between two evaluations.
e. None of the above.

112.
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

113.
When Chipotle entered the Manhattan market, it gave
burritos away to 6,000 people, anticipating that the event would create
sufficient buzz to get the store on its feet after opening. This is an example of ________ marketing.
a.
events and entertainment
b.
billboard
c.
word-of-mouth
d.
nonpersonal
e.
public relations

114.
The premise surrounding public
relations and publicity is that news stories and features about your company’s
product are more authentic and ________ to readers than advertisements.
a. true
b. influenced
c. impartial
d. effective
e. credible

115.
Communications-mix
allocations vary between consumer and business markets. Consumer marketers tend to spend
comparatively more on sales promotion and advertising; business marketers tend
to spend comparatively more on ________.
a. word-of-mouth marketing
b. personal selling
c. direct marketing
d. interactive marketing
e. events and experiences

116.
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

117.
We find that 80% of the
consumers in the total market are aware of brand A, 60% have tried it, and only
20% 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

118.
For a Citibank campaign to
market home equity loans, the bank used “mail plus coupon plus 800 number plus
outbound telemarketing plus print advertising.”
This kind of campaign is known as a ________.
a.
single-vehicle, single-stage
campaign
b.
single-vehicle, multiple-stage
campaign
c.
multiple-vehicle, single-stage
campaign
d.
multiple-vehicle,
multiple-stage campaign
e.
none of the above

119.
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

120.
In assessing the collective
impact of an IMC program, the marketer’s overriding goal is to create the most
effective and efficient communications program possible. The criterion of ________ is the proportion
of the audience reached by each communication option employed, as well as how
much overlap exists among communication options.
a.
coverage
b.
contribution
c.
commonality
d.
complementarity
e.
versatility

Short
Answer

121.
Dramatic changes in the way
consumers interact with media have eroded the effectiveness of the mass
media. What two forces are to blame for
the reduced effectiveness of mass media?

122.
List the major ways that
marketing communications activities contribute to brand equity.

123.
The
macromodel of the communications process includes nine elements. Diagram the nine elements in the
communications process.

124.
Micromodels
of marketing communications concentrate on consumers’ specific response to
communications. List the four classic response hierarchy models.

.

125.
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?

126.
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 “Real beer taste in a
great light beer.”

127.
In
describing the experience of using Coast soap for the first time (“The Eye
Opener!”), we are describing a nonproduct benefit or image. This is the
definition of what type of appeal?

128.
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?

129.
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? What are the three characteristics of source
credibility?

.

130.
A
well-chosen celebrity can draw attention to a product or brand but also poses
certain risks. Identify three of those
risks.

131.
Personal
communications channels derive their effectiveness through individualized
presentation and feedback. Within this category, 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?

132.
How do
opinion leaders mediate the affect of mass communications?

133.
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?

134.
The
objective-and-task method of promotions budgeting 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. What is the major advantage
of using this method?

135.
Relate
the concept of marginal profit to the communications budgeting decision.

136.
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.

137.
Your
sales force is efficient and effective.
What are the four contributions that an effective sales force can make
to the marketing communications mix?

138.
After
implementing the communications plan, how might marketing managers communicate the
outcomes of their efforts?

139.
List
some of the benefits of a working integrated marketing communications
program.

140.
Integrated
marketing communications has been slow to take hold for several reasons. List
these reasons.