Exam
Name___________________________________

MULTIPLE CHOICE.  Choose the one alternative that best completes the statement or answers the question. 

1) 

Integrated Marketing Communications involves the coordination of all forms of marketing communications in a(n) __________ program that maximizes the impact on the intended target market. 

1) 

_______ 

A) 

long 

B) 

unique 

C) 

exciting 

D) 

advertising 

E) 

unified 

2) 

Which of the following is not an element of Integrated Marketing Communications? 

2) 

_______ 

A) 

direct response communications 

B) 

sales promotions 

C) 

event marketing 

D) 

packaging 

E) 

media advertising	 

3) 

A television commercial for the TD Bank discussing their extended hours, exceptional customer service and new web banking offering, is an example of 

3) 

_______ 

A) 

customer relationship management. 

B) 

product advertising. 

C) 

promotional advertising. 

D) 

interactive communications. 

E) 

direct response communications. 

4) 

Advertising that provides information about a branded product to help build its image in the minds of customers is 

4) 

_______ 

A) 

direct advertising. 

B) 

attitude advertising. 

C) 

promotion advertising. 

D) 

product advertising. 

E) 

predictive advertising. 

5) 

Shoppers Drug Mart often runs newspaper advertisements which include a coupon.  This type of advertising is classified as 

5) 

_______ 

A) 

price advertising. 

B) 

misleading advertising. 

C) 

product advertising. 

D) 

direct response advertising. 

E) 

promotional advertising. 

6) 

Advertising that communicates a specific offer to encourage an immediate response from the target audience is called 

6) 

_______ 

A) 

promotional advertising. 

B) 

integrated marketing communications. 

C) 

direct marketing. 

D) 

progressive advertising. 

E) 

product advertising. 

7) 

All of the following are examples of direct response communications, except for 

7) 

_______ 

A) 

telemarketing. 

B) 

coupons. 

C) 

DRTV. 

D) 

direct mail. 

E) 

catalogues. 

8) 

The new emphasis that business organizations place on customer relationship management (CRM) combined with their ability to manage internal databases, is forcing them toward 

8) 

_______ 

A) 

promotional advertising. 

B) 

direct response and interactive communications. 

C) 

sponsorships. 

D) 

sales promotion. 

E) 

product advertising. 

9) 

Sales promotion is used to 

9) 

_______ 

A) 

stimulate an immediate reaction from consumers and distributors. 

B) 

increase advertising dollars. 

C) 

increase the product mix. 

D) 

capture information. 

E) 

influence the attitudes and opinions of reference groups. 

10) 

When Kraft Foods often offers a price discount to large grocery chains to encourage them to purchase goods in large quantities they are implementing a 

10) 

______ 

A) 

trade promotion. 

B) 

personal selling option. 

C) 

retailing strategy. 

D) 

pricing adjustment. 

E) 

direct marketing campaign. 

11) 

A press release issued to newspaper editors by Heinz announcing the launch of a new type of ketchup is an example of 

11) 

______ 

A) 

public relations. 

B) 

direct response communications. 

C) 

promotional advertising. 

D) 

promotion. 

E) 

newspaper advertising. 

12) 

A form of communications designed to gain public understanding and acceptance is called 

12) 

______ 

A) 

public relations. 

B) 

promotional advertising. 

C) 

goodwill marketing. 

D) 

sponsorship. 

E) 

advertising. 

13) 

In 2009, Mazda paid to support the Canadian broadcast of "So You Think You Can Dance" on television.  In return, they were allowed to showcase their products during the show.  This element of Integrated Marketing Communications is called 

13) 

______ 

A) 

event marketing. 

B) 

sponsorship. 

C) 

advertising. 

D) 

public relations. 

E) 

direct marketing. 

14) 

All of the following have contributed to the emergence of Integrated Marketing Communications, except 

14) 

______ 

A) 

the expanding role of database marketing. 

B) 

the strategic focus on customer relationship management. 

C) 

the greater demand for efficiency and accountability. 

D) 

the impact of the internet. 

E) 

the increasing role of traditional advertising. 

15) 

An analysis of media consumption trends indicates a move away from __________ forms of advertising. 

15) 

______ 

A) 

personalized 

B) 

interactive 

C) 

integrated 

D) 

electronic 

E) 

traditional 

16) 

Air Miles and Canadian Tire money are two examples of 

16) 

______ 

A) 

customer relationship management programs. 

B) 

customized programs. 

C) 

loyalty programs. 

D) 

sponsorship. 

E) 

both A and C 

17) 

A system that collects information about customers for analysis by managers in order to facilitate sound decisions is called a 

17) 

______ 

A) 

direct marketing system. 

B) 

promotional system. 

C) 

database management system. 

D) 

P.O.S. system. 

E) 

mailing list. 

18) 

One of the factors encouraging integrated marketing communications is the fact that senior management likes the idea of __________ results. 

18) 

______ 

A) 

tangible 

B) 

intangible 

C) 

integrated 

D) 

progressive 

E) 

positive 

19) 

Consumer behaviour can be defined as the combined acts carried out by individuals  

19) 

______ 

A) 

that are characteristic of companies. 

B) 

that define mass consumption. 

C) 

when choosing and using goods and services. 

D) 

that defy logic. 

E) 

that are more obvious. 

20) 

A motive is the condition that prompts the action that is taken to 

20) 

______ 

A) 

determine market segments. 

B) 

create store displays. 

C) 

satisfy a need. 

D) 

create an image. 

E) 

design packaging. 

21) 

A decision to invest in mutual funds could be motivated by this need in Maslow's hierarchy. 

21) 

______ 

A) 

physiological 

B) 

esteem 

C) 

self-actualization 

D) 

social 

E) 

safety 

22) 

The highest level of Maslow's hierarchy of needs is 

22) 

______ 

A) 

social. 

B) 

physiological. 

C) 

self-actualization. 

D) 

esteem. 

E) 

safety. 

23) 

A person's distinguishing psychological characteristics that lead to relative consistent and enduring responses to the environment in which that person lives is also called their 

23) 

______ 

A) 

demographics. 

B) 

personality. 

C) 

self image. 

D) 

ideal self. 

E) 

self concept. 

24) 

Self-concept theory states that the self has four components. These are 

24) 

______ 

A) 

when, how, why, and who buys. 

B) 

physiological, safety, social, and esteem. 

C) 

users, influencers, buyers, and deciders. 

D) 

real self, self-image, looking-glass self, and ideal self. 

E) 

boomers, gen x, echo boomers, and busters. 

25) 

Many important consumer decisions are based on 

25) 

______ 

A) 

the looking-glass self and the ideal self. 

B) 

screened-out messages. 

C) 

significant exposure. 

D) 

the real and the self image. 

E) 

the intellectual self. 

26) 

Based on what they hear, read and see about a product, as well as from the opinions of others they have faith in, people form  

26) 

______ 

A) 

attitudes. 

B) 

a personality. 

C) 

a self image. 

D) 

a selective perception. 

E) 

opinions. 

27) 

This level of selectivity causes us to screen out messages that conflict with previously learned attitudes. 

27) 

______ 

A) 

selective retention 

B) 

selective listening 

C) 

selective decision-making 

D) 

selective perception 

E) 

selective exposure 

28) 

This level of selectivity causes our minds to notice only information that interests us. 

28) 

______ 

A) 

selective exposure 

B) 

selective decision-making 

C) 

selective listening 

D) 

selective perception 

E) 

selective retention 

29) 

A student will tune out automobile advertising until he graduates and can then afford car payments. This demonstrates the theory of 

29) 

______ 

A) 

Maslow's hierarchy. 

B) 

positioning. 

C) 

perception. 

D) 

self-concept. 

E) 

repositioning. 

30) 

An individual's favourable or unfavourable feelings toward an idea or object are referred to as 

30) 

______ 

A) 

needs. 

B) 

impressions. 

C) 

attitudes. 

D) 

perceptions. 

E) 

motives. 

31) 

Many teenagers purchase products that they think will be perceived favourably by their friends.  This is an example of the influence of a(n) 

31) 

______ 

A) 

perception group. 

B) 

safety need. 

C) 

attitude. 

D) 

reference group. 

E) 

ideal self-concept. 

32) 

Market segmentation is a three-step process of 1. identifying market segments by profiling the primary user 2. selecting the segments that offer the greatest profit potential and 3. 

32) 

______ 

A) 

dividing the segment into homogeneous groups. 

B) 

designing an ad to appeal to the segment. 

C) 

using demographics to describe the segment. 

D) 

positioning the product so that it appeals to the target segment. 

E) 

using psychographics to describe the segment. 

33) 

With demographic segmentation, target markets are identified and pursued on the basis of variables such as 

33) 

______ 

A) 

geographic location. 

B) 

lifestyle. 

C) 

opinions. 

D) 

interests. 

E) 

age. 

34) 

People born between 1946 and 1964 are and will continue to be a major buying influence for decades to come.  Another name for this group is 

34) 

______ 

A) 

the baby boomers. 

B) 

the tweens. 

C) 

the "net" generation. 

D) 

the grey market. 

E) 

the empty nesters. 

35) 

Some companies focus on very small yet profitable market segments.  This is called 

35) 

______ 

A) 

direct segmentation. 

B) 

demographic segmentation. 

C) 

homogeneous segmentation. 

D) 

micro-segmentation. 

E) 

mini-segmentation. 

36) 

A restaurant in downtown Vancouver has decided to sell only vegetarian sandwiches. They feel that this segment will be small, but very profitable.  This is an example of  

36) 

______ 

A) 

micro-segmentation. 

B) 

macro-segmentation. 

C) 

personality marketing. 

D) 

target marketing. 

E) 

geographic segmentation. 

37) 

When devising a communications strategy for their new SUV, Jeep focused on the lifestyle and interests of their target group.  This is an example of 

37) 

______ 

A) 

lifestyle segmentation. 

B) 

psychosocial segmentation. 

C) 

psychographic segmentation. 

D) 

demographic segmentation. 

E) 

psychological segmentation. 

38) 

Many companies devise a separate marketing campaign for Quebec.  This is an example of 

38) 

______ 

A) 

psychographic segmentation. 

B) 

provincial segmentation. 

C) 

micro-segmentation. 

D) 

geographic segmentation. 

E) 

demographic segmentation. 

39) 

Lifestyle segments in Canada include the category "mavericks". People in this group tend to engage in risky activities, be leaders and seek 

39) 

______ 

A) 

the respect of the friends. 

B) 

success. 

C) 

solitude. 

D) 

influence and power. 

E) 

responsibility. 

40) 

A company that provides differentiated products and services, prices and delivery strategies for each customer is practising 

40) 

______ 

A) 

mass marketing. 

B) 

psychographic segmentation. 

C) 

micro-segmentation. 

D) 

direct segmentation. 

E) 

market segmentation. 

41) 

Blockbuster Video has a large amount of data collected for each customer - which videos are rented, when they are rented, other products purchased with rentals etc. Recently, a new children's DVD was launched and Blockbuster developed a promotional package to send to customers that had rented two or more children's videos or DVDs in the past year.  This illustrates the use of 

41) 

______ 

A) 

data mining. 

B) 

database marketing. 

C) 

demographic segmentation. 

D) 

both A and B 

E) 

lifestyle marketing. 

42) 

The analysis of information to determine relationships among pieces of information so that more effective marketing strategies can be identified and implemented is called 

42) 

______ 

A) 

data mining. 

B) 

direct marketing. 

C) 

ratio analysis. 

D) 

relationship marketing. 

E) 

cluster profiling. 

43) 

The identification of target markets according to geographic and demographic variables and based on the assumption that people who live in the same neighborhood share many demographic and lifestyle characteristics is called 

43) 

______ 

A) 

geographic segmentation. 

B) 

demographic segmentation. 

C) 

geodemographic segmentation. 

D) 

psychodemographic segmentation. 

E) 

psychographic segmentation. 

44) 

The business market has several characteristics that distinguish it from consumer markets, including all of the following except 

44) 

______ 

A) 

business markets have more buyers.  

B) 

the buying criteria for business buyers are more practical. 

C) 

business buyers are more concentrated. 

D) 

businesses exhibit more ration behaviour. 

E) 

business buyers usually have a formalized buying process. 

45) 

In a business buying situation, the __________ are those who control the flow of information to the members of the buying centre. 

45) 

______ 

A) 

users 

B) 

controllers 

C) 

influencers 

D) 

deciders 

E) 

gatekeepers 

46) 

An online, business-to-business marketplace through which participants can purchase goods and services from one another is called 

46) 

______ 

A) 

e-marketing. 

B) 

e-processing. 

C) 

e-prosperity. 

D) 

e-procurement. 

E) 

e-business. 

47) 

Which of the following phenomena have changed business buying behaviour the most significantly? 

47) 

______ 

A) 

mass customization 

B) 

advanced technology and the internet	 

C) 

data mining 

D) 

geodemographic segmentation 

E) 

customer relationship management 

48) 

A recent survey by the Center for Media Research found that the most important influence for business buyers was 

48) 

______ 

A) 

the Government of Canada. 

B) 

the Internet. 

C) 

sales promotion. 

D) 

the advice of others. 

E) 

Canadian Institute of Advertising. 

49) 

Business buyers buying requirements are typically 

49) 

______ 

A) 

quality, service, continuity of supply,and price. 

B) 

quality, service, packaging, and price. 

C) 

quality, price, delivery, and continuity of supply. 

D) 

quantity discounts, service, continuity of supply, and price. 

E) 

price, quality, delivery, and storage. 

50) 

A formal buying structure in an organization that brings together expertise from the various functional areas to share in the buying decision process is called a 

50) 

______ 

A) 

buying centre. 

B) 

target market. 

C) 

reference group. 

D) 

buying committee.	 

E) 

market committee. 

TRUE/FALSE.  Write 'T' if the statement is true and 'F' if the statement is false. 

51) 

The primary function of advertising is to influence the behaviour of the audience. 

51) 

______ 

52) 

A $2.00 coupon for Tide laundry detergent is an example of product advertising. 

52) 

______ 

53) 

Direct response communications is growing at a much slower pace than traditional forms of advertising. 

53) 

______ 

54) 

The Eddie Bauer Company sends out thousands of catalogues to past and potential customers.  This is an example of advertising. 

54) 

______ 

55) 

The new emphasis that business organizations place on customer relationship management is forcing them to move toward advertising and sales promotion. 

55) 

______ 

56) 

Public relations messages have traditionally focused on products rather than issues. 

56) 

______ 

57) 

The trend away from customer relationship management is fuelling the trend towards integrated marketing communications. 

57) 

______ 

58) 

Customer relationship management programs involve collecting information about customers that can be used to develop and sustain long term relationships. 

58) 

______ 

59) 

Database management systems are growing more slowly than expected. 

59) 

______ 

60) 

Style-conscious youth buy clothes that they think will allow them to fit in with their peers.  This is an example of an esteem need, according to Maslow's Hierarchy of Needs. 

60) 

______ 

61) 

The perception of the absence of something useful is called a motive. 

61) 

______ 

62) 

Many communications revolve around the "real-self" because that is our objective evaluation of ourselves. 

62) 

______ 

63) 

An individual's feelings, favourable or unfavourable, toward an idea or object is called an attitude. 

63) 

______ 

64) 

Most consumers only notice information that interests them. This is called selective perception. 

64) 

______ 

65) 

Older age segments are growing the slowest in Canada. 

65) 

______ 

66) 

Older age segments in Canada tend to be wealthier, with more disposable income to spend. 

66) 

______ 

67) 

When comparing Canada in 2001 to Canada in 1996, an increasing number of Canadians live in urban areas. 

67) 

______ 

68) 

Psychographics allow a company to position their products better in the marketplace. 

68) 

______ 

69) 

A beer company that depicts young men enjoying the active, outdoor, cottage lifestyle, is using psychographic segmentation. 

69) 

______ 

70) 

The main difference between organizations and consumers as buyers, is that organizational buyers exhibit more rational behaviour, while consumers do a lot of buying based on emotion. 

70) 

______ 

71) 

In a business buying situation, those in the organization who define the product specifications are called the "gatekeepers". 

71) 

______ 

72) 

An online, business-to-business marketplace through which participants can purchase goods and services from one another is called eprocurement. 

72) 

______ 

SHORT ANSWER.  Write the word or phrase that best completes each statement or answers the question. 

73) 

Identify and briefly explain the components of integrated marketing communications. 

73)  

_____________ 

74) 

Explain the difference between product advertising and promotional advertising and give an example of each. 

74)  

_____________ 

75) 

How does direct response communications differ from traditional advertising?	 

75)  

_____________ 

76) 

Discuss the difference between consumer sales promotion and trade sales promotion and give an example of each. 

76)  

_____________ 

77) 

Define public relations and give an example of public relations. 

77)  

_____________ 

78) 

What is CRM?  Describe a company that demonstrates CRM. 

78)  

_____________ 

79) 

What is the difference between needs and motives?	 

79)  

_____________ 

80) 

Describe the assumptions behind Maslow's Hierarchy of Needs. 

80)  

_____________ 

81) 

List the five levels of Maslow's Hierarchy of Needs and give an example of each. 

81)  

_____________ 

82) 

According to the self-concept theory, the self has four components.  Name and describe them. 

82)  

_____________ 

83) 

Describe the three levels of selectivity. 

83)  

_____________ 

84) 

What is market segmentation? 

84)  

_____________ 

85) 

What is psychographic segmentation? Give an example. 

85)  

_____________ 

86) 

What are the key factors that distinguish the business to business market from the consumer market? 

86)  

_____________ 

87) 

Describe the key roles in a buying center for business to business markets. 

87)  

_____________ 

ESSAY.  Write your answer in the space provided or on a separate sheet of paper. 

88) 

Discuss why more and more companies are shifting to integrated marketing communications?  Describe a company that demonstrates integrated marketing communications. 

89) 

Discuss customer relationship management.  What does it involve and how is it impacting communications? 

90) 

Identify the basic demographic trends in Canada and describe how marketing communicators are responding to them. 

91) 

Discuss the key requirements of business markets and how they buy differently than consumer markets. 

92) 

Discuss how consumer behaviour knowledge is applied to the development of marketing communication strategies. 

 

1) 

E 

2) 

D 

3) 

B 

4) 

D 

5) 

E 

6) 

A 

7) 

B 

8) 

B 

9) 

A 

10) 

A 

11) 

A 

12) 

A 

13) 

B 

14) 

E 

15) 

E 

16) 

E 

17) 

C 

18) 

A 

19) 

C 

20) 

C 

21) 

E 

22) 

C 

23) 

B 

24) 

D 

25) 

A 

26) 

A 

27) 

D 

28) 

A 

29) 

C 

30) 

C 

31) 

D 

32) 

D 

33) 

E 

34) 

A 

35) 

D 

36) 

A 

37) 

C 

38) 

D 

39) 

D 

40) 

D 

41) 

D 

42) 

A 

43) 

C 

44) 

A 

45) 

E 

46) 

D 

47) 

B 

48) 

D 

49) 

A 

50) 

D 

51) 

TRUE 

52) 

FALSE 

53) 

FALSE 

54) 

FALSE 

55) 

FALSE 

56) 

FALSE 

57) 

FALSE 

58) 

FALSE 

59) 

FALSE 

60) 

FALSE 

61) 

FALSE 

62) 

FALSE 

63) 

TRUE 

64) 

FALSE 

65) 

FALSE 

66) 

TRUE 

67) 

TRUE 

68) 

TRUE 

69) 

TRUE 

70) 

TRUE 

71) 

FALSE 

72) 

FALSE 

73) 

Advertising, public relations, sales promotion, personal selling, event marketing, sponsorship, direct response, interactive communications. 

74) 

Product advertising provides information that helps build an image for the product.  Promotional advertising is advertising that communicates a specific offer to encourage an immediate response from the target audience. 

75) 

Direct response communications involves the delivery of a message to a target audience of one.  Advertising delivers a message to a mass audience. 

76) 

Consumer sales promotions are targeted to the final consumer and include coupons, free samples and contests.  Trade sales promotions involve offering price discounts to distributors for purchasing goods in large quantities or for performing some kind of marketing or merchandising task. 

77) 

Public relations is a form of communications designed to gain public understanding and acceptance.  An example is a press release. 

78) 

CRM is a practice that is designed to attract, cultivate, and maximize the return from individual customers. 

79) 

A need is the perception of the absence of something useful.  A motive is a condition that prompts the individual to take action to satisfy the need. 

80) 

Maslow's theory is based on two assumptions - a) when lower-level needs are satisfied, a person moves up to higher-level needs and b) satisfied needs do not motivate.  Instead, behaviour is influenced by needs yet to be satisfied. 

81) 

Physiological needs (hunger, thirst), safety needs (security, protection), Social needs (belonging), Esteem needs (recognition, achievement), Self-actualization (fulfillment) 

82) 

Real self, self image, looking-glass self and ideal self 

83) 

Selective Exposure (our eyes and minds notice only information that interests us, Selective Perception (we screen out messages that conflict with our attitudes), Selective Retention (we remember only what we want to remember. 

84) 

The division of a large market into smaller homogeneous markets based on common needs and characteristics.  It is a three step process identifying market segments by profiling the primary user, selecting the segments that offer the greatest profit potential and positioning the product so it appeals to the target market. 

85) 

Psychographic segmentation is the identification of a target market according to lifestyle characteristics such as activities, interests, and opinions.  An example is McDonald's targeting consumers trying to practice a healthy lifestyle with their new healthy alternatives.   

86) 

Business markets have fewer buyers and those buyers tend to be concentrated in industrial areas in and near large cities;the buying criteria are very practical, with decisions based on the best buy according to predetermined requirements, and there is usually a formal buying process for business markets. 

87) 

Users, influencers, buyers, deciders, gatekeepers. 

88) 

The main reasons for the shift to IMC are 1) consumer media habits are changing 2) the strategic focus on CRM, 3) the expanding role of database marketing 4) the sudden and dramatic impact of the Internet and other communications technologies and 5) greater demand for efficiency and accountability. 

89) 

Customer Relationship Management programs are concerned with establishing, maintaining and enhancing long-term relationships; they involve collecting information about customers that can be used to develop and sustain those relationships.  These programs call for marketing and marketing communications programs that are designed to approach customer groups (targets) collectively and each customer individually.  CRM has resulted in the shift from more traditional forms of communications to other forms of communication such as direct response or interactive marketing. 

90) 

The basic trends are an aging population, trend towards urbanization, different household formations, ethnic diversity, gender economics. 

91) 

Business markets demand quality (consistent quality on every order), service (reputable suppliers with prompt service), continuity of supply (a steady source of supply) and price (buyers evaluate price in conjunction with other criteria).  To ensure that the right buying decision is made, organizations employ a formal (buying committee) or informal (buying centre) approach. 

92) 

Consumer behaviour knowledge in the areas of needs and motives, personality and self concept, attitudes and perceptions, reference groups and families are considered when an organization plans its marketing communications strategies.