Marketing communication exam questions and answers

Advertising And Promotions

925 North Spurgeon Street, Santa Ana, CA 92701

www.calcoast.edu Phone: 714-547-9625 Fax: 714-547-5777

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Tracking Your Academic Activities Verifying an accurate course completion time is essential for accreditation. To meet both accreditation requirements and award academic credit, educational institutions must document the total number of hours students spend completing designated academic activities related to their coursework.

The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time are required for a 3 credit hour course.

Using the attached form as an example, keep track of the time you spend on each lesson, pre-test, self-test, unit test, writing assignment, reading assignment, outside reading, final examination, etc. You will not be required to turn in the worksheet; however, at the end of the course you will receive a Student Course Survey and the final question will ask how long it took you to complete the course. Your assistance in completing this requirement and providing the university with this valuable data is greatly appreciated.

As you fill out the worksheet, please keep in mind that your Academic Engagement Activities should total approximately 45 hours. Some examples of this type of activity may include:

Lesson Review Exercises

Key Term Reviews

Analysis

Study Guide Review

Writing Assignments

Review Grading Rubric

Unit Examinations

Proctored Final Examination

Course Academic Online Discussions

Student/Instructor Interaction

Documents/Student Resources

As you fill out the Academic Preparation Activities, please keep in mind that these should total approximately 90 hours. Some samples of this type of activity may include:

Pre-Test

Reading Assignments

Key Term Reviews

Studying for Examinations

Writing Assignments

Review Grading Rubric

Study Lesson Review Exercises

Internet/Web Research

Reading Websites

Suggested Outside Reading

Sample Worksheet for Tracking Your Academic Activities

Upon completion of this course, you will be asked to complete a survey. The last question on the survey will ask you the number of hours it took to complete the course. The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time (135 hours) are required for a 3 credit hour course.

This worksheet was developed as a tool to help track your time. You are not required to turn it in.

length of time to

complete

length of time to

complete

length of time to

complete

length of time to

complete Unit 1 Unit 2 Unit 3 Unit 4 Totals

Academic Engagement Activities Lesson Review Exercises Key Term Review Exercises Study Guide Review Documents/Student Resources Writing Assignments Review Grading Rubric Unit Examinations Proctored Final Examination Case Studies/Critical Analysis Course Academic Online Discussions Student/Instructor Interactions

Total Academic Engagement required for a 3 unit course = 45 hours

Academic Preparation Activities Pre-Test Reading Assignments Analyze Case Studies/Critical Analysis Key Term Review Exercises Study for Examinations Suggested Outside Readings Web Research Writing Assignments Review Grading Rubric Reading Websites Study Lesson Review Exercises

Total Academic Preparation required for a 3 unit course = 90 hours

Grand total of hours of various learning activities in completing this course

Pre-test Instructions

Thank you for taking the time to complete the required pre-test. The purpose of the pre-test is to measure your knowledge of the subject matter at the beginning of each course.

Please be assured, your score on the pre-test will not be part of your course grade. We do not want you to try to study for it or be worried about doing well on the pre-test. It is simply a measure of your “starting place,” that will be used for improving course content and to meet accreditation requirements.

If you receive your course materials online: • Please log-in to your Coast Connection student portal to complete your pre-test.

If you receive your course materials by mail: • You will receive your answer sheets for the pre-test by mail. • Once you have completed your pre-test, please mail or fax your answer sheet to the University at:

California Coast University 925 N. Spurgeon Street Santa Ana, CA 92701 Fax: 714-547-1451

If you have any questions, please feel free to contact the Student Services Department. Thank you for your cooperation.

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Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

GIMC stands for ____________. 1.

Global and Institutional Marketing Conceptsa. Generating Ideas for Marketing Controlb. Generic and Institutionalized Marketing Creationsc. Globally Integrated Marketing Communications d.

In the global cell phone market, the industry leader with 40 percent of the market share is 2. ___________.

Nokiaa. LGb. Motorolac. Samsung d.

Logos help with in-store shopping because ____________. 3.

they are a form of cluttera. consumers have made up their minds prior to arrivalb. they are more readily recognized by shoppersc. they move traffic past goods which are not being purchased d.

When a customer believes Black and Decker makes the best and most reliable tools, this is an 4. example of brand ____________.

cooperationa. decisionb. equityc. parity d.

The joint venture of two or more brands into a new good or service is ____________ branding. 5.

flankera. cooperativeb. complementaryc. ingredient d.

Which component of an attitude contains the feelings or emotions a person has about a 6. product?

affectivea. cognitiveb. rationalc. conative d.

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In a buying center, the person who would be the most likely to say, “We need to limit our 7. choices to local vendors.”

a buyera. the gatekeeperb. a userc. an influencer d.

If Microsoft’s marketing team wanted to use a different communications approach when 8. designing mailings for various business industries, they could utilize the segmenting system of ____________.

demographicsa. the NAICS codeb. opportunity analysisc. competitive analysis d.

Who is in charge of maintaining project history, creating schedules, managing resources, 9. setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material and whatever else needs to be done to ensure deadlines are met?

traffic managera. account executiveb. account plannerc. creative d.

A Campbell’s Soup advertisement is designed to support the launch of a new type of soup and 10. to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is most likely to ____________.

support other marketing effortsa. persuadeb. encourage actionc. inform d.

In recent years, more business-to-business advertisements have incorporated _____________. 11.

leverage points to move business buyers from knowledge to purchasesa. stronger verbal elements to persuade business buyersb. stronger visual elements to heighten the emotional aspect of making a purchasec. more rational appeals to create stronger affinities for particular brands d.

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An advertisement for Nintendo using a cognitive message strategy would probably feature 12. which type of message strategy because Nintendo holds 47 percent of the market share in the handheld game market?

comparativea. preemptiveb. unique selling propositionc. generic d.

Which message strategy is designed to trigger impulse buys? 13.

conativea. affectiveb. resonancec. unique selling proposition d.

In terms of television ratings, a new approach that has been growing in use is ____________. 14.

gross impressions and OTSa. net rating points rather than gross rating pointsb. Nielsen’s national rating pointsc. to provide a rating for the actual commercial spot d.

The ideal medium for interactive marketing is _____________. 15.

the Interneta. e-mailb. televisionc. print media d.

In terms of online metrics, dwell time measures the amount of time individuals spend 16. ____________.

searching for a particular product using a search enginea. clicking or mousing over a linkb. with an advertisementc. on a website d.

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A paintball “cat shoot” (at a painting of a cat) designed to raise funds for the local humane 17. society while attracting attention and customers is an example of _____________.

lifestyle marketinga. poor marketing judgment due to alienating customersb. guerilla marketingc. brand recognition development d.

The key reason many CRM programs failed was ____________. 18.

a focus on technology rather than peoplea. a focus on sales rather than enhancing relationships with customersb. failure to differentiate customer profilesc. firms did not understand customers d.

The need-satisfaction sales approach _____________. 19.

uses specific statements (stimuli) to elicit specific responses from customersa. requires employees from the selling organization to analyze the buyer’s businessb. strives to discover a customer’s needs during the first part of the sales call then provide c. solutions to those needs requires the two organizations to develop a common mission d.

When time-share properties offer to let you stay for a night or weekend on the condition you 20. listen to a sales pitch, they are using which consumer promotion technique?

samplinga. couponb. a premiumc. price-off d.

Assessment of a corporation’s reputation begins ____________. 21.

by counting hits a company has received in the public pressa. with hiring a public relations firm to conduct a public relations audit of the firm’s publicityb. by developing a corporate image-building campaignc. when company leaders take the time to conduct surveys and interviews to learn what d. people think of the organization, both internal and external to the company

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Believing that Wheaties may help make you a champion since so many successful athletes 22. have endorsed the cereal is the result of using which proactive prevention strategy for damage control?

acclimationa. entitlingsb. impression managementc. reinforcement d.

The funeral industry was sanctioned by the Federal Trade Commission (FTC) in 1984 and 23. 1994 for practices common in the industry. To correct these misleading practices, the FTC would issue a ____________.

consent ordera. corrective advertising orderb. cease and-desist orderc. trade regulation ruling d.

In terms of evaluation categories, which techniques utilize actual numbers and measures the 24. actual results of the marketing program?

recognition evaluationa. message evaluationb. respondent behavior evaluationc. online me d.

In addition to quantitative measures supplied through copytesting by firms such as Millward 25. Brown, ad research agencies can provide all of the following through their copytesting EXCEPT ___________.

potential responses of respondentsa. verbatim comments of respondentsb. emotional reaction testsc. comparisons to competitors’ adsd.

925 North Spurgeon Street, Santa Ana, CA 92701

Text:

Author(s):

Publisher:

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www.calcoast.edu

Phone: 714-547-9625 Fax: 714-547-5777

Integrated Advertising, Promotion, and Marketing Communications

Fifth Edition, 2012

ISBN-13: 9780132538961

Kenneth E. Clow and Donald Baack

Pearson/Prentice Hall

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MKT 310 Advertising and Promotions

Message From the President

MKT 310 Advertising and Promotions

Welcome to California Coast University. I hope you will find this course interesting and useful throughout your career. This course was designed to meet the unique needs of students like you who are both highly motivated and capable of completing a degree program through distance learning.

Our faculty and administration have been involved in distance learning for over forty years and understand the characteristics common to successful students in this unique educational environment.

This course was prepared by CCU faculty members who are not only outstanding educators but who have real world experience. They have prepared these guidelines to help you successfully complete your educational goals and to get the most from your distance learning experience.

Again, we hope that you will find this course both helpful and motivating. We send our best wishes as you work toward the completion of your program.

Sincerely,

Thomas M. Neal President

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without written permission from the publisher, except for the inclusion of brief quotation in review. Copyright © 2014 by California Coast University

Syllabus

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Course Number MKT 310

Course Title Advertising and Promotions

Course Description This course will allow students to see a collective picture of integrated marketing communications. Focus is placed on business-to-business marketing concepts, international marketing discussions, brand management and various advertising and promotional tactics.

Units of Credit 3 Units of Credit

Course Objectives Upon successful completion of this course, students will be able to:

• Understand the Integrated Marketing Communication Foundation.

• Analyze advertising tools, marketing power and message strategies.

• Evaluate promotional tools, selling and public relations.

• Become familiar with integration tools such as technology and business specific programs.

Learning Resources Textbook: Integrated Advertising, Promotion, and Marketing Communications 5th Edition, 2012 by Kenneth E. Clow and Donald Baack, Pearson/Prentice Hall

ISBN-13: 9780132538961

All course examinations are based on the contents of the textbook required for this course. To successfully complete the examinations, you will need the textbook. You may rent the textbook from the CCU rental library or you may purchase the textbook from another source.

Although this study guide is developed by California Coast University, it may contain materials provided by the publisher of the textbook.

The Study Guide

The study guide was designed to help you further understand the material in the textbook and master the course content. Each study guide chapter corresponds to a chapter in the textbook.

Additional Readings and Online Resources

To help you further understand this subject material, additional readings and/or online resources related to this course are listed in this syllabus.

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The Library Information and Resources Network, Inc. (LIRN)

Students are provided access to the Library and Information Resources Network, Inc. (LIRN). LIRN provides a centralized management of electronic information resources that allow students to access multiple research databases through one portal. Detailed information on the Library and Information Resources Network, Inc. is available on the California Coast University website under the Resources Tab. For additional information on using the network, LIRN provides a User Guide to help students search for the needed information. This helpful resource is available on the LIRN website. For information on accessing LIRN, please contact California Coast University - library@calcoast.edu or (714) 547-9625.

Supplementary Materials

Unit Examination Answer Sheets* Final Examination Scheduling Form

*Master of Education and Doctor of Education students will not receive unit exam answer sheets. These programs require written responses only.

Your Course Grade

Your grades on course examinations are determined by the percentage of correct answers. The university uses the following grading system:

A = 90% – 100% correct B = 80% – 89% correct C = 70% – 79% correct D = 60% – 69% correct F = 59% and below correct

Your grade in this course will be based on the number of points you earn. Grades are based on the percentage of points you earned out of a total of 500 points:

Four Unit Examinations

100 points each 400 points total 80% of your grade

Final Examination

100 points 100 points total 20% of your grade

Mastering the Course Content

In order to successfully complete this course, we recommend that you do the following before beginning:

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• Be sure that you have the correct edition of the course textbook. Check the ISBN number of your textbook with the ISBN number listed on the cover page of this study guide.

• Review the table of contents at the end of this syllabus. You will only be responsible for the chapters in the textbook that are listed in the table of contents.

Each study guide contains several components selected and developed by the faculty to help you master the content of the course. Each chapter in the study guide corresponds to a chapter in the textbook. Study guides vary depending on the course, but most will include:

Learning Objectives Overviews Self Tests Summaries Key Terms Critical Analysis Questions (graduate and doctoral students only)

The most efficient way to complete this course is to read the materials in both the study guide and textbook in the sequence in which it appears, generally from beginning to end.

Read the Overviews and Summaries

Before reading a chapter of your textbook, review the corresponding learning objectives, overview, key terms and summary sections in the study guide. These were prepared to give you an overview of the content to be learned.

Review the Self Test

After you have reviewed the study guide summaries, look at the items on the self test. As you identify your areas of relative strength and weakness, you will become more aware of the material you will need to learn in greater depth.

Review the Critical Analysis and/or Case Study Questions (Graduate and Doctoral Students Only) The critical analysis questions are designed to help you gain a deeper understanding and appreciation for the course subject matter. This section will encourage you to give additional thought to the topics discussed in the chapter by presenting vignettes or cases with real world relevance.

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Read and Review the Chapter

Once you have the scope and organization of the chapter in mind, turn to the corresponding chapter in the textbook and read the material carefully. Keep the learning objectives, self test, critical analysis questions and/or case study questions in mind as you read.

Highlight important concepts and information in your study guide and write notes in the study guide as you read the textbook. These notes will help you study for the unit and final examinations.

Check Your Mastery of Each Chapter

When you feel that you have mastered the concepts presented in the chapter, complete the study guide self test and critical analysis questions and/or case study questions without referring to the textbook or your notes. Correct your responses using the answer key and solutions guide provided in the study guide. Your results will help you identify any areas you need to review.

Unit Examinations

Each course contains four unit examinations and a final examination. Unit examinations usually consist of 25 objective (multiple choice or true/false) test questions. For Master of Education and Doctor of Education students, unit examinations consist of writing assignments only.

Unit examinations may be found approximately every four to six chapters throughout your study guide. Unit examinations are open-book, do not require a proctor and are not timed. This will allow you to proceed at your own pace.

It is recommended that you check your answers against the material in your textbook for accuracy.

Writing Assignments

Each unit examination includes a written component. This assignment may be in the form of written questions or case study problems. The writing assignment affords the student an opportunity to demonstrate a level of subject mastery beyond the objective unit examinations, which reflects his/her ability to analyze, synthesize, evaluate and apply his/her knowledge. The writing assignment materials are found immediately following each unit examination.

Writing assignments are judged on the quality of the response in regard to the question. Word count is NOT one of the criteria that is used in assigning points to writing assignments. However, students who are successful in earning the maximum number of points tend to submit writing assignments that fall in the following ranges:

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• Undergraduate courses: 350 - 500 words or 1 - 2 pages.

• Graduate courses: 500 - 750 words or 2 - 3 pages.

• Doctoral courses: 750 - 1000 words or 4 - 5 pages.

Plagiarism

All work must be free of any form of plagiarism. Put written answers into your own words. Do not simply cut and paste your answers from the Internet and do not copy your answers from the textbook. Plagiarism consists of taking and using the ideas, writings or inventions of another, without giving credit to that person and presenting it as one’s own. This is an offense that the university takes very seriously. An example of a correctly prepared written response may be found by visiting the Coast Connection student portal.

Citation Styles

The majority of your response should be your own original writing based on what you have learned from the textbook. However, students may also use outside materials if applicable. Be sure to provide a reference (or citation) for any materials used, including the required textbook. The following points are designed to help you understand how to provide proper references for your work:

• References are listed in two places.

• The first reference is briefly listed within your answer. This includes identifying information that directs the reader to your list of references at the end of your writing assignment.

• The second reference is at the end of your work in the list of references section.

• All references cited should provide enough identifying information so that the reader can access the original material.

For more detailed information on the proper use of citations, please refer to the CCU Student Handbook located on the Coast Connection student portal.

Submitting Your Unit Examinations and Writing Assignments via the Internet

Students may access the online testing features via the Coast Connection student portal. Multiple choice unit examinations may be completed and submitted online.

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Go to the California Coast University homepage at www.calcoast.edu and click on the student login icon at the upper right hand corner. After logging into your account, click on My Academic Plan and select the course you are working on to complete the unit examination. Remember to keep a copy of your answers for your own personal records.

Writing assignments may be submitted online as well. After logging into the student portal, click on My Academic Plan and select the course you are working on to complete the writing assignment. Here, you will find further information and instructions on how to submit writing assignments through the student portal. Remember to keep a copy of your writing assignments for your own personal records.

Alternatively, if you experience diffulty submitting your writing assignments through the student portal, then you may email your assignments as a Word document attachment to essays@calcoast.edu. When doing so, please adhere to the following guidelines:

• Always submit your name, student number, course number, course title and unit number with your writing assignment.

• Begin each writing assignment by identifying the question number you are answering followed by the actual question itself (in bold type).

• Use a standard essay format for responses to all questions (i.e., an introduction, middle paragraphs and conclusion).

• All responses must be typed double-spaced, using a standard font (i.e. Times New Roman) and 12 point type size for ease of reading and grading.

Submitting Your Unit Examinations by Mail

Send your completed unit examination along with any writing assignments to the following mailing address:

California Coast University Testing Department 925 N. Spurgeon Street Santa Ana, CA 92701

Requests to retake a unit examination will only be honored if the final exam has NOT been sent.

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Students may retake one unit examination per course, free of charge. The cost for each additional, repeated exam will be $90. Payment must be paid in full to the accounting department prior to repeating unit exams.

Please contact Student Services for a repeat unit examination form. You may resubmit your unit examination once the original grade has been cleared from your online degree plan.

Final Examination

Scheduling a Final Examination

Final examination requests can be submitted via U.S. mail, online through the Coast Connection student portal, or by calling the Testing Department at (714) 547-9625.

A final exam scheduling form is located on the last page of this study guide. Please fill out ALL required fields and mail it to the university.

If you would like to request a final exam online, log into the Coast Connection student portal and click on My Academic Plan. Select the course you are working on and submit the Final Exam Request form located at the bottom of the page. ALL INFORMATION MUST BE FILLED IN.

Submitting Your Final Examination

Final Examinations can be submitted by mail, fax or online through the Coast Connection student portal.

After you have completed your exam, you or your proctor can fax it to the Grading Department at (714) 547-1451 or mail it to the university. When faxing exams, please do not resize your fax.

For online submissions, once you have logged into the student portal, click on My Academic Plan and select the course you are working on to complete the final examination. You must input the unique password that was sent to your proctor in order to unlock your final examination questions. Remember to keep a copy of your answers for your own personal records.

Proctors

The university requires that all final examinations be completed under the supervision of a proctor.

A proctor can be anyone EXCEPT an immediate family member, someone who resides with you or a current/former CCU student.

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The purpose of the proctored final examination is to verify that you are, in fact, the person who is enrolled in the course of study. It is also to verify that you are completing the final examination without the aid of any outside assistance.

During the proctored final examination, you may use your textbook and any notes you have taken during the completion of your unit examinations. Your designated proctor will verify your identity and that you have completed the final examination without any outside assistance.

Your Overall Grade Point Average (G.P.A.)

In addition to receiving a passing grade for each course, all students must maintain a required overall G.P.A. in order to graduate. Undergraduate students need an overall G.P.A. of 2.0 (C) on a 4.0 scale. Graduate and doctoral students need an overall G.P.A. of 3.0 (B) on a 4.0 scale.

A = 4 grade points B = 3 grade points C = 2 grade points D = 1 grade point F = 0 grade points

Students who do not meet the overall G.P.A. requirement by the end of their program must pay the current cost of tuition to repeat courses until they improve their overall G.P.A.

Overall course grades of “F” will be displayed on your degree plan and count as 0 units completed. You must pay to retake these courses.

Doctoral students must repeat any courses in which the overall course grade is a “D” or “F”.

Be sure to keep a copy of all work you submit to the university.

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If you have any questions about how to proceed through the course or regarding any California Coast University policies and procedures, the easiest way to get help is to send us a message through the student portal, via email, or phone the university.

University office hours are Monday through Friday from 8:30 a.m. to 4:00 p.m., Pacific Standard Time.

California Coast University

925 N. Spurgeon Street, Santa Ana, California 92701 Phone: (714) 547-9625 Fax: (714) 547-5777 Test Answer Sheet Fax Line: (714) 547-1451

Email: testing@calcoast.edu

Don’t forget: You are not alone! We are here to help you achieve your dream!

MK T

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Learning Objectives

The learning objectives for this course are listed below:

Chapter 1: Integrated Marketing Communications

1. Consider how communication takes place. 2. Evaluate integrated marketing communications programs. 3. Investigate how an integrated marketing communications program creates value. 4. List the components of an integrated marketing communications program.

Chapter 2: Corporate Image and Brand Management

1. Propose how a corporate image affects consumers, other businesses and the company itself. 2. Chart elements that are involved in identifying, creating, rejuvenating or changing a corporation’s image. 3. Assess the characteristics of effective logos. 4. Describe how brands are developed, built and sustained in order to build brand equity and fend off perceptions of brand parity. 5. Investigate current trends affecting private labels. 6. Consider how packages and labels are used to support an integrated marketing communications program, both domestically and in foreign settings.

Chapter 3: Buyer Behaviors

1. Detect what elements are involved in internal and external information searches by consumers as part of the purchasing process. 2. Distinguish the three models that explain how individuals evaluate purchasing alternatives. 3. Determine trends that are affecting the consumer buying environment. 4. Dissect how the roles played by various members of the buying center and the factors that influence them impact business purchases. 5. List the steps of the business-to-business buying process. 6. Explain how dual channel marketing expand a company’s customer base and its sales. 7. Explore how a company can overcome international differences when adapting to buying processes.

Chapter 4: The IMC Planning Process

1. Determine how the three Cs of the IMC planning context can form the basis for an effective advertising program. 2. List categories that are used to identify consumer target markets or market segments. 3. List categories that are used to identify business-to-business market segments. 4. Distinguish how the various approaches to positioning influence the selection of target markets. 5. Analyze how the various marketing communications objectives interact with the other elements of an IMC planning process. 6. Examine the relationships between communications expenditures and company sales.

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Chapter 5: Advertising Management

1. Specify the essential ingredients in advertising campaign management, including the role of advertising. 2. Calculate when a company should employ an external advertising agency rather than completing the work in-house. 3. Characterize the steps that are completed as part of advertising campaign management. 4. List the primary goals of advertising. 5. Pinpoint the key elements of an advertising budget. 6. Explore issues in the media selection process. 7. Determine how a creative brief facilitates effective advertising.

Chapter 6: Advertising Design—Theoretical Frameworks and Types of Appeals

1. Propose how the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials. 2. Discover how leverage points and taglines increase advertising effectiveness. 3. Interpret the roles visual and verbal images play in advertisements. 4. Name the seven main types of advertising appeals. 5. Determine how fear or humor can be used to create an effective advertisement. 6. Consider reasons why sex plays such a prominent role in advertising. 7. Strategize how music, rationality and scarcity can be used to increase advertising effectiveness. 8. List the primary areas of concern in international advertising.

Chapter 7: Advertising Design—Message Strategies and Executional Frameworks

1. Assess how the main types of executional frameworks help to deliver quality advertising messages. 2. Distinguish characteristics that are most important when selecting a source or spokesperson for advertisements and commercials. 3. Characterize the process used to create advertisements. 4. Pinpoint the principles of advertising effectiveness. 5. Determine how advertising programs are adjusted to fit international circumstances.

Chapter 8: Traditional Media Channels

1. Define media strategy. 2. List elements and individuals involved in media planning. 3. Identify some of the primary advertising objectives. 4. Distinguish the advantages and disadvantages associated with each of the traditional advertising media. 5. Propose how a marketing team can use media mix to increase advertising effectiveness. 6. Characterize key issues associated with media selection for business-to-business markets. 7. Identify issues associated with media selection in international markets.

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Chapter 9: E-Active Marketing

1. Characterize e-active marketing. 2. Analyze how Web 2.0 has affected the field of marketing communications. 3. Propose how e-commerce programs and incentives can build a stronger customer base and overcome consumer concerns at the same time. 4. Explain what makes e-commerce a crucial part of business-to-business commerce. 5. Assess how brand spiraling and blogs can generate positive outcomes for the marketing department. 6. Critique how online social networks, consumer-generated advertising and reviews, e-mail and viral marketing have become key components of market communications programs. 7. Predict how e-active marketing can be successfully conducted in international markets.

Chapter 10: Alternative Marketing

1. Assess how buzz marketing, guerilla marketing, lifestyle marketing and experiential marketing can enhance a marketing communications program. 2. Consider methods that can be used to effectively employ product placements and branded entertainment. 3. Propose why the use of alternative media venues, especially video game advertising, has grown in marketing communications programs. 4. Determine how in-store marketing and point-of-purchase displays have evolved into even more effective communication and sales tools. 5. Examine methods used to adapt alternative marketing programs to international marketing efforts.

Chapter 11: Database and Direct Response Marketing and Personal Selling

1. Judge the role that database marketing, including the data warehouse, data coding and analysis and data mining, plays in creating and enhancing relationships with customers. 2. Determine how database-driven marketing programs create sales and build bonds with customers. 3. Judge when direct response marketing programs should be used to supplement other methods of delivering messages and products to consumers. 4. List the tasks involved in developing successful personal selling programs for consumers and businesses. 5. Propose how database marketing and personal selling programs should be adapted to international settings.

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Chapter 12: Sales Promotions

1. Chart the differences between consumer promotions and trade promotions. 2. Examine how the different types of customers respond to consumer promotions. 3. Describe the types of trade promotions that can help push products on to retailer shelves and eventually on to end users. 4. Discover concerns that exist for manufacturers considering trade promotions programs. 5. Determine issues that complicate international sales promotions programs.

Chapter 13: Public Relations and Sponsorship Programs

1. Examine the relationship between public relations and the marketing activities performed by a company. 2. Analyze how the public relations function helps to build better relationships with all internal and external stakeholders. 3. Predict how the positive image-building programs that are commonly used by companies as part of the public relationships effort can build customer loyalty and brand image. 4. Explore steps companies can take to prevent or reduce image damage when negative events occur. 5. Propose how sponsorships can be tied to public relations efforts to strengthen a customer base. 6. Distinguish the role event marketing can play in creating customer excitement and brand loyalty. 7. Consider how public relations programs, sponsorships and event marketing can be adapted to international settings.

Chapter 14: Regulations and Ethical Concerns

1. Examine agencies and laws that regulate marketing communications. 2. Discover why puffery is legal and deception is not. Analyze the role substantiation plays in the process. 3. Distinguish legal remedies that can be used to correct deceptive communications practices. 4. Judge how the three major industry regulatory agencies can help keep advertising and business practices from injuring customers or other businesses. 5. Analyze ethical criticisms that have been registered against advertising and marketing practices. 6. Explore marketing tactics that raise ethical concerns. 7. Investigate international issues that influence the discussion of legal and ethical marketing activities.

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Chapter 15: Evaluating an Integrated Marketing Program

1. Critique the three broad categories of evaluation tools that can be used to evaluate IMC systems. 2. Characterize how marketing teams can match evaluation methods with IMC objectives. 3. Explore the forms of message evaluations that can be conducted to assess IMC programs. 4. Examine evaluation criteria that are suggested by the positioning advertising copy testing (PACT) system. 5. Consider how online evaluation systems assist advertising managers in assessing the quality of a firm’s Internet activities. 6. Judge the types of behavioral evaluations that can be employed to assess IMC programs. 7. Explain how evaluation programs are adjusted to match international operations.

Syllabus

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“Global Internet Retail: Industry Profile,” Datamonitor (May 2004), p. 10.

Arun Sudhaman, “Brand Quality Still Key to Corporate Reputation: Edelman,” Media Asia (November 19, 2004), p. 8.

Robert Duboff, “True Brand Strategies Do Much More Than Name,” Marketing News 35, no. 11 (May 21, 2001), p. 16.

Margaret Henderson Blair, “An Empirical Investigation of Advertising Wearin and Wearout,” Journal of Advertising Research 40, no. 6 (November-December 2000), pp. 95-100.

Felicity Shea, “Reaching Youth with Music,” B&T Weekly 54, no. 2491 (October 1, 2004), pp. 16-17.

Patricia Odell, “Mail Box Mania,” PROMO SourceBook 2005 17 (2005), p. 16.

Daniel Lyons, “Too Much Information,” Forbes 174, no. 12 (December 13, 2004), pp. 110-114.

Brian Sullivan, “Winners Focus on Customers,” Computerworld 35, no. 24 (June 11, 2001), pp. 50-51.

Gary D. Hailey and Jeffrey D. Knowles, “Claiming Sufficient Substantiation is No Easy Task,” Response 13, no. 4 (January 2005), p. 50.

Betsy Nichol, “Integrated Marketing: The Cluster-Buster,” Franchising World 26, no. 5 (September-October 1994), pp. 15-17.

Alan Bergstrom, “Cyberbranding: Leveraging Your Brand on the Internet,” Strategy & Leadership 28, no. 4 (2000), pp. 10-15.

Patrick Dineen, “Improving Direct Mail Prospecting,” Franchising World 33, no. 7, (October 2001), p. 42.

Kay Bransford, “Just Measure,” Communication World 22, no. 1 (January 1, 2005), pp. 16-20.

Suggested Readings

Syllabus

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Suggested Online Readings

Adweek www.adweek.com

Branding Asia www.brandingasia.com

Lexicon Branding, Inc. www.lexicon-branding.com

CoreBrand www.corebrand.com

Private Label Manufacturers Association www.plma.com

Ad agency news www.adage.com

Gays and lesbians www.planetout.com

African-Americans www.targetmarketnews.com

Women www.iVillage.com

Media research information www.nielsenmedia.com

Table of Contents

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Syllabus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii - xxiii

Unit One Chapter 1: Integrated Marketing Communications . . . . . . . . . . . . . . . . . 1

Chapter 2: Corporate Image and Brand Management . . . . . . . . . . . . . . . 10

Chapter 3: Buyer Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Unit 1 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Unit 1 Examination. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Unit 1 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Unit Two

Chapter 4: The IMC Planning Process . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Chapter 5: Advertising Management . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Chapter 6: Advertising Design—Theoretical Frameworks and Types of Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Chapter 7: Advertising Design—Message Strategies and Executional Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

Unit 2 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

Unit 2 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Unit 2 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

Unit Three

Chapter 8: Traditional Media Channels . . . . . . . . . . . . . . . . . . . . . . . . . 81

Chapter 9: E-Active Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

Chapter 10: Alternative Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99

Chapter 11: Database and Direct Response Marketing and Personal Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

Unit 3 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117

Unit 3 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

Unit 3 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

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Unit Four Chapter 12: Sales Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

Chapter 13: Public Relations and Sponsorship Programs. . . . . . . . . . . . . 134

Chapter 14: Regulations and Ethical Concerns. . . . . . . . . . . . . . . . . . . . 143

Chapter 15: Evaluating an Integrated Marketing Program . . . . . . . . . . . . 152

Unit 4 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Unit 4 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

Unit 4 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

Final Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter One Integrated Marketing Communications

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Consider how communication takes place.

2. Evaluate integrated marketing communications programs.

3. Investigate how an integrated marketing communications program creates value.

4. List the components of an integrated marketing communications program.

• Read pages 1-21 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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This chapter explains the nature of an integrated advertising and marketing communications program. First, communication processes are described because understanding how communication works builds the foundation for an integrated marketing program. Next, an integrated marketing communications program is described. Finally, the integrated marketing communications process is applied to global or international operations, creating a globally integrated marketing communications (GIMC) program.

Key Terms

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The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Communication:

Encoding:

Decoding:

Feedback:

Clutter:

Marketing mix:

Brand parity:

Contact points:

Standardization:

Adaptation:

Summary

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MKT 310 Advertising and Promotions

Communication is transmitting, receiving and processing information. It is a two-way street in which a sender must establish a clear connection with a receiver. Effective communication is the glue holding the relationship between two entities together. When communication breaks down, conflicts, misunderstandings and other problems may develop. The components of the communication process include the sender, an encoding process, the transmission device, the decoding process and the receiver. Noise is anything that distorts or disrupts the flow of information from the sender to the receiver.

Integrated marketing communications (IMC) takes advantage of the effective management of the communications channel. Within the marketing mix of products, prices, distribution systems and promotions, firms that speak with one clear voice are able to coordinate and integrate all market- ing tools. The goal is to have a strong and positive impact on consumers, businesses and other end users.

IMC plans are vital to achieving success. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers. Company leaders must adjust in order to maintain a strong market standing and IMC programs can assist in this effort. New levels of competition drive marketers to better understand their customers and be certain those end users are hearing a clear and consistent message from the firm. As consumers develop a stronger sense of brand parity, whereby no real differences in product-service quality are perceived, marketers must recreate a situation in which their brand holds a distinct advantage over others. This is difficult because consumers now can collect and integrate information about products from a wide variety of sources, including technological outlets (Internet Web sites) and interpersonal (sales reps) sources. Quality IMC programs help maintain the strong voice companies need to be certain their messages are heard. An additional challenge is the decline in effectiveness of mass-media advertising. IMC helps company leaders find new ways to contact consumers with a unified message.

This text explains the issues involved in establishing an effective IMC program. The importance of business-to-business marketing efforts is noted because many firms market items as much to other companies as they do to consumers. Successful development of an IMC program should help firms remain profitable and vibrant, even when the complexities of the marketplace make these goals more difficult to reach.

Self Test

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Multiple Choice Questions (Circle the correct answer)

1. An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of __________.

a. adaptation b. marketing myopia c. standardization d. accountability

2. A creative’s main responsibility is to ___________.

a. develop advertisements and campaigns b. represent the customer’s voice with an advertising agency c. receive marketing messages from various sources d. evaluate the marketing plan

3. Preparing ad copy is which part of the communication process?

a. situational analysis b. encoding c. filtering out noise d. decoding

4. In the communication process, the items that carry the message from the sender to the receiver are __________.

a. feedback devices b. transmission devices c. decoding processes d. encoding processes

5. A consumer sees a billboard while driving. The billboard is a ___________.

a. decoding device b. creative c. transmission device d. form of feedback

Self Test

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6. A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

a. encoding b. feedback c. transmission d. decoding

7. Which would be an example of feedback in a marketing channel?

a. removing a product from the market b. a customer complaint c. a decision to begin international operations d. new product development

8. Traditionally, promotions included the following, EXCEPT __________.

a. personal selling b. sales promotions c. advertising d. product design

9. The term used to summarize the various activities involved with the Internet is ___________.

a. electronic marketing b. blogging c. international commerce d. e-active marketing

10. Brand parity is the ___________.

a. belief that all advertisers say essentially the same thing b. feeling that most advertising is false c. perception that there are no real differences between major brands d. idea that brands are distinct and easy to identify

Answer Keys

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Key Term Definitions

Communication: Transmitting, receiving and processing information.

Encoding: The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues that the sender utilizes in dispatching a message.

Decoding: When the receiver employs any of his or her senses (hearing, seeing, feeling) in an attempt to capture a message.

Feedback: Information the sender obtains from the receiver regarding the receiver’s perception or interpretation of a message.

Clutter: Exists when consumers are exposed to hundreds of marketing messages per day and most are tuned out.

Marketing mix: Consists of products, prices, places (the distribution system) and promotions.

Brand parity: Occurs when there is the perception that most goods and services are essentially the same.

Contact points: The places where customers interact with or acquire additional information about a firm.

Standardization: When a firm features uniform products and market offerings across countries with the goal of generating economies of scale in production while using the same promotional theme.

Adaptation: Occurs when products and marketing messages are designed for, and adapted to, individual countries.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

8

1. d

2. a

3. b

4. b

5. c

6. d

7. b

8. d

9. d

10. c

Notes

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Objectives

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Instructions to Students

Chapter Two Corporate Image and Brand Management

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Propose how a corporate image affects consumers, other businesses and the company itself.

2. Chart elements that are involved in identifying, creating, rejuvenating or changing a corporation’s image.

3. Assess the characteristics of effective logos.

4. Describe how brands are developed, built and sustained in order to build brand equity and fend off perceptions of brand parity.

5. Investigate current trends affecting private labels.

6. Consider how packages and labels are used to support an integrated marketing communications program, both domestically and in foreign settings.

• Read pages 22-49 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

One of the most critical ingredients in the successful development of an integrated marketing communications plan is effective management of an organization’s image. The first part of this chapter examines the activities involved in managing a corporation’s image including its name and logo. The second part addresses ways to develop and promote the various forms of brand names. Brand equity and brand parity are also described. Finally, packages and labels, which should be part of a marketing communications program, are assessed. Ethical and international considerations are also described.

Key Terms

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The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Corporate logo:

Stimulus codability:

Brands:

Brand extension:

Flanker brand:

Co-branding:

Cooperative branding:

Salient:

Brand equity:

Brand metrics:

Summary

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MKT 310 Advertising and Promotions

An effective integrated marketing communications plan must emphasize a strong and positive company or corporate image as part of the program. An image consists of consumer and business-to-business feelings toward the overall organization as well as evaluations of each individual brand the firm carries. An image has both tangible and intangible components. Tangible ingredients include products, advertisements, names, logos and services provided. Intangible elements consist of policies and practices that change or enhance the company’s image in the consumer’s mind. A well-developed and well-established image benefits both customers and the company in many ways.