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Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 14 Communicating Customer Value: Integrated Marketing Communications
Strategy

1) Which of the following is one of the five major promotion tools?

A) market penetration
B) strategic positioning
C) product line filling
D) direct marketing

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

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

4) Which of the following promotion tools involves building up a good corporate image and
handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations

5) Which of the following promotion categories is most likely to include the use of displays,
discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) advertising
D) public relations

6) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to
wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing

7) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the
Internet?
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A) sales promotion
B) direct marketing
C) advertising
D) public relations

8) Which of the following promotion categories is most likely to use the promotion tools of press
releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct marketing
C) advertising
D) public relations

9) Today's consumers do not need to rely on marketer-supplied information about products and
services because they can use ________ to seek out a wealth of information.
A) push strategies
B) direct marketing
C) the Internet
D) personal selling

10) Which of the following is a specialized and highly targeted media that an advertiser might
use to reach smaller customer segments?
A) radio
B) magazines
C) newspapers
D) online social networks

11) ________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving

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

13) In the communication process, the reaction of the receiver after being exposed to a message
is called the ________.
A) response
B) disturbance
C) noise
D) code

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

15) A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the context of
the communication process, this unplanned static or distortion is called ________.
A) noise
B) encoding
C) feedback
D) response

16) Which of the following is the first step in developing an effective integrated communications
and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback

17) Among the buyer-readiness stages, the first stage is ________.

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

18) In the AIDA model, the D stands for ________.

A) demand
B) desire
C) data
D) diversion

19) A message showing a product's quality, economy, value, or performance is an example of

a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral

20) An appeal which attempts to stir up either negative or positive sentiments that can motivate
purchase is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
21) Which of the following appeals is based on the idea that consumers often feel before they
think?
A) emotional appeal
B) rational appeal
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C) structural appeal
D) standardized appeal

22) Moral appeals ________.

A) relate to the audience's self-interest by showing that the product will produce the desired
benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"

23) A charitable trust's appeal which states, "While you are trying to figure out what to get the
man who has everything, don't forget the man who has nothing" is an example of a(n) ________
appeal.
A) structural
B) awareness
C) rational
D) moral

24) One of the message structure issues that a marketer must handle is whether to ________.
A) draw a conclusion or not
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally

25) A(n) ________ argument is most likely to be effective when the audience is highly educated
or likely to hear opposing claims.
A) two-sided
B) one-sided
C) moral
D) emotional

26) Which of the following advertising slogans most likely represents a two-sided argument?
A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) There are some things money can't buy. For everything else, there's MasterCard

27) Which of the following terms best describes the channels through which two or more people
communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet
chat?
A) unidirectional communication channel
B) offline communication channel
C) personal communication channel
D) nonverbal communication channel

28) Communication through a telephone call is considered a part of a(n) ________

communication channel.
A) online
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B) nonverbal
C) personal
D) nonpersonal

29) Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) word-of-mouth influence

30) Which of the following is most likely a shortcoming of advertising?

A) It is the most expensive promotion tool.
B) It cannot reach masses of geographically dispersed buyers.
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
D) It cannot be used to build up a long-term image for a product.

31) Which of the following promotional tools is the most effective in building up buyers'
preferences, convictions, and actions?
A) mass-market advertising
B) personal selling
C) public relations
D) sales promotion

32) ________ consists of strong short-term incentives that invite and reward quick responses
from customers.
A) Public relations
B) Personal selling
C) Advertising
D) Sales promotion

33) Which of the following is a sales promotion tool?

A) sponsorships
B) billboards
C) catalogs
D) coupons

34) Suppose Amazon.com has offered you free shipping on your next purchase of more than
$35. This offer is an example of ________.
A) sales promotion
B) personal selling
C) a public relations strategy
D) horizontal diversification

35) ________ is very believable because news stories, features, sponsorships, and events seem
more real and believable to readers than ads do.
A) Differentiated marketing
B) Public relations
C) Direct marketing
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D) Sales promotion

36) Under which promotional mix strategy does the producer direct its marketing activities
(primarily advertising and consumer promotion) toward channel members to induce them to
carry the product and promote it to final consumers?
A) pull strategy
B) pulse strategy
C) push strategy
D) buzz strategy

37) The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and
encourages them to distribute these samples to their patients and to inform the patients about
advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy

38) Using a(n) ________ strategy, the producer directs its marketing activities toward final
consumers to induce them to buy the product.
A) pull
B) blitz
C) push
D) buzz

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

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