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Integrated Advertising, Promotion, and Marketing Communications Clow 6th Edition Test Bank

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Integrated Advertising, Promotion, and Marketing Communications Clow 6th Edition Test Bank

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Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.

 

Table of Content:

  1. Part 1 The IMC Foundation
  2. Chapter 1 Integrated Marketing Communications
  3. Learning Objectives
  4. Overview
  5. The Nature of Communication
  6. Lending Tree
  7. Integrated Marketing Communications
  8. An Integrated Marketing Communications Plan
  9. Emerging Trends in Marketing Communications
  10. Emphasis on Accountability and Measurable Results
  11. Mobile Marketing
  12. Integration of Media Platforms
  13. Changes in Channel Power
  14. Increases in Global Competition
  15. Increases in Brand Parity
  16. Emphasis on Customer Engagement
  17. Focus on Convenience
  18. Cause-related Marketing and Advertising
  19. The Role of Integrated Marketing Communications
  20. IMC Components and the Design of this Text
  21. IMC Foundation
  22. Advertising
  23. Digital, Mobile, and Alternative
  24. Selling Components
  25. Integration
  26. International Implications
  27. Summary
  28. Key Terms
  29. Review Questions
  30. Critical Thinking Exercises
  31. Integrated Learning Exercises
  32. Blog Exercises
  33. Student Project Creative Corner
  34. Case 1 KFC Changes Spokespersons
  35. Case 2 Mike’s Old-Time Ice Cream and Chocolate Shop
  36. Chapter 2 Brand Management
  37. Learning Objectives
  38. Overview
  39. Michelin
  40. Corporate and Brand Image
  41. Components of Brand Image
  42. The Role of Brand Image—Consumer Perspective
  43. The Role of Brand Image—Company Perspective
  44. Brand Names and Brand Types
  45. Family Brands
  46. Brand Extensions
  47. Flanker Brands
  48. Co-Branding
  49. Brand Logos
  50. Identifying the Desired Brand Image
  51. Creating the Right Brand Image
  52. Rejuvenating a Brand’s Image
  53. Changing a Brand’s Image
  54. Developing and Building Powerful Brands
  55. Brand Loyalty
  56. Brand Equity
  57. Private Brands
  58. Advantages to Retailers
  59. Responses from Manufacturers
  60. Packaging
  61. Labels
  62. Ethical Issues in Brand Management
  63. International Implications
  64. Summary
  65. Key Terms
  66. Review Questions
  67. Critical Thinking Exercises
  68. Integrated Learning Exercises
  69. Blog Exercises
  70. Student Project Creative Corner
  71. Products
  72. Case 1 Creating a Company Name
  73. Case 2 Brand Alliances and Brand Resurrections
  74. Chapter 3 Buyer Behaviors
  75. Learning Objectives
  76. Overview
  77. Nescafé
  78. Information Searches and the Consumer Purchasing Process
  79. Internal Search
  80. External Search
  81. Ability to Search
  82. Level of Motivation
  83. Costs versus Benefits
  84. Consumer Attitudes
  85. Consumer Values
  86. Cognitive Mapping
  87. Cognitive Linkages
  88. Processing New Information
  89. Retaining Information
  90. New Concepts
  91. Marketing Messages
  92. Evaluation of Alternatives
  93. The Evoked Set Method
  94. The Multiattribute Approach
  95. Affect Referral
  96. Trends in the Consumer Buying Environment
  97. Age Complexity
  98. Gender Complexity
  99. Active, Busy Lifestyles
  100. Diverse Lifestyles
  101. Communication Revolution
  102. Experience Pursuits
  103. Health Emphasis
  104. Business-to-Business Buyer Behaviors and Influences
  105. Organizational Influences
  106. Individual Factors
  107. Personality
  108. Roles
  109. Motivation
  110. Level of Power
  111. Risk
  112. Levels of Cognitive Involvement
  113. Personal Objectives
  114. Types of Business-to-Business Sales
  115. The Business-to-Business Buying Process
  116. Identification of Needs
  117. Establishment of Specifications
  118. Identification of Vendors
  119. Vendor Evaluation
  120. Vendor Selection
  121. Negotiation of Terms
  122. Postpurchase Evaluation
  123. Dual Channel Marketing
  124. Spin-Off Sales
  125. Marketing Decisions
  126. International Implications
  127. Summary
  128. Key Terms
  129. Review Questions
  130. Critical Thinking Exercises
  131. Integrated Learning Exercises
  132. Blog Exercises
  133. Student Project Creative Corner
  134. Case 1 Electric, Hybrid, or Fossil Fuel?
  135. Case 2 Choosing a Life Insurance Policy
  136. Chapter 4 The IMC Planning Process
  137. Learning Objectives
  138. Overview
  139. Co-Marketing and IMC Planning
  140. Communications Research
  141. Market Segmentation by Consumer Groups
  142. Segments Based on Demographics
  143. Gender
  144. Age
  145. Age and Lifestage
  146. Income
  147. Ethnicity
  148. Psychographics
  149. Based on Generations
  150. Segmentation by Geographic Area
  151. Geodemographic Segmentation
  152. Benefit Segmentation
  153. Usage Segmentation
  154. Business-to-Business Market Segmentation
  155. Segmentation by Industry
  156. Segmentation by Size
  157. Segmentation by Geographic Location
  158. Segmentation by Product Usage
  159. Segmentation by Customer Value
  160. Product Positioning
  161. Approaches to Positioning
  162. Product Attributes
  163. Competitors
  164. Use or Application
  165. Price-Quality Relationship
  166. Product User
  167. Product Class
  168. Cultural Symbol
  169. Other Elements of Positioning
  170. International Positioning
  171. Marketing Communications Objectives
  172. Types of Budgets
  173. Percentage of Sales
  174. Meet the Competition
  175. “What We Can Afford”
  176. Objective and Task
  177. Payout Planning
  178. Quantitative Models
  179. Communications Schedules
  180. IMC Components
  181. International Implications
  182. Summary
  183. Key Terms
  184. Review Questions
  185. Critical Thinking Exercises
  186. Integrated Learning Exercises
  187. Blog Exercises
  188. Student Project Creative Corner
  189. Case 1 Landscape Designs and Moore
  190. Case 2 Phase 2 Fitness Center
  191. Part 2 IMC Advertising Tools
  192. Chapter 5 Advertising Campaign Management
  193. Learning Objectives
  194. Overview
  195. Zehnder Communications
  196. Advertising Theory
  197. Hierarchy of Effects
  198. Means–End Theory
  199. Verbal and Visual Images
  200. Visual Esperanto
  201. Business-to-Business
  202. The Impact of Advertising Expenditures
  203. Threshold Effects
  204. Diminishing Returns
  205. Carryover Effects
  206. Wear-Out Effects
  207. Decay Effects
  208. In-House versus External Advertising Agencies
  209. Budget Allocation Considerations
  210. Crowdsourcing
  211. Choosing an Agency
  212. Goal Setting
  213. Selection Criteria
  214. Agency Size
  215. Relevant Experience
  216. Creative Reputation and Capabilities
  217. Production and Media-Purchasing Capabilities
  218. Other Criteria
  219. Creative Pitch
  220. Agency Selection
  221. Roles of Advertising Personnel
  222. Account Executives
  223. Creatives
  224. Traffic Managers
  225. Account Planners
  226. Data Scientists
  227. Digital and Social Media Managers and Consultants
  228. Specialist Positions
  229. Advertising Campaign Parameters
  230. Advertising Goals
  231. Build Brand Awareness
  232. Provide Information
  233. Persuasion
  234. Supporting Marketing Efforts
  235. Encouraging Action
  236. Media Selection
  237. Taglines
  238. Consistency
  239. Positioning
  240. Campaign Duration
  241. The Creative Brief
  242. The Objective
  243. The Target Audience
  244. The Message Theme
  245. The Support
  246. The Constraints
  247. International Implications
  248. Summary
  249. Key Terms
  250. Review Questions
  251. Critical Thinking Exercises
  252. Integrated Learning Exercises
  253. Blog Exercises
  254. Student Project Creative Corner
  255. Project Details
  256. Project Description and Rationale
  257. Business Objectives/Revenue/Profit Goals:
  258. Four P’s Analysis
  259. Target Audience
  260. Research
  261. Competitive Landscape
  262. Preliminary Design/Messaging Ideas
  263. List everything you DO NOT want to see/hear in the new creative:
  264. Case 1 Ben’s Bug Out
  265. Case 2 Jake’s Trophy Shop
  266. Chapter 6 Advertising Design
  267. Learning Objectives
  268. Overview
  269. Mcgarrybowen
  270. Message Strategies
  271. Cognitive Message Strategies
  272. Generic Messages
  273. Preemptive Messages
  274. Unique Selling Proposition
  275. Hyperbole
  276. Comparative Advertising
  277. Affective Message Strategies
  278. Resonance
  279. Emotional
  280. Conative Message Strategy
  281. Types of Advertising Appeals
  282. Fear Appeals
  283. Severity and Vulnerability
  284. Rewards to Response Efficacy
  285. Appeal Strength
  286. Humor Appeals
  287. Sex Appeals
  288. Subliminal Approach
  289. Sensuality
  290. Sexual Suggestiveness
  291. Nudity or Partial Nudity
  292. Overt Sexuality
  293. Decorative Models
  294. Effectiveness of Sex Appeals
  295. Societal Trends
  296. Criticisms of Sex Appeals
  297. Music Appeals
  298. Rational Appeals
  299. Emotional Appeals
  300. Scarcity Appeals
  301. Executional Frameworks
  302. Animation Executions
  303. Slice-of-Life Executions
  304. Storytelling Executions
  305. Testimonial Executions
  306. Authoritative Executions
  307. Demonstration Executions
  308. Fantasy Executions
  309. Informative Executions
  310. Sources and Spokespersons
  311. Celebrity Spokespersons
  312. Additional Celebrity Endorsements
  313. CEO Spokespersons
  314. Experts
  315. Typical Persons
  316. Source Characteristics
  317. Credibility
  318. Attractiveness
  319. Similarity
  320. Likeability
  321. Trustworthiness
  322. Expertise
  323. A Key Source Characteristic: Character Issues
  324. Matching Source Types and Characteristics
  325. International Implications
  326. Summary
  327. Key Terms
  328. Review Questions
  329. Critical Thinking Exercises
  330. Integrated Learning Exercises
  331. Blog Exercises
  332. Student Project Creative Corner
  333. Case 1 Home Security Marketing
  334. Case 2 Felicity’s Fine Formalwear
  335. Chapter 7 Traditional Media Channels
  336. Learning Objectives
  337. Overview
  338. Mother’s Day Marketing
  339. The Media Strategy
  340. Media Planning
  341. Media Planners
  342. Media Buyers
  343. Small versus Large Markets
  344. Advertising Terminology
  345. Frequency
  346. Opportunities to See
  347. Gross Rating Points
  348. Cost
  349. Ratings and Cost per Rating Point
  350. Continuity
  351. Impressions
  352. Achieving Advertising Objectives
  353. The Three-Exposure Hypothesis
  354. Recency Theory
  355. Effective Reach and Frequency
  356. Brand Recognition
  357. Brand Recall
  358. Media Selection
  359. Television
  360. Advantages of Television Advertising
  361. Disadvantages of Television Advertising
  362. Ratings
  363. C3 Ratings
  364. Ratings Providers
  365. Local and Regional Television Advertising
  366. Dynamic Advertising
  367. Social Media and Television
  368. YouTube and Television
  369. Super Bowl Advertising
  370. Radio
  371. Advantages of Radio Advertising
  372. Disadvantages of Radio Advertising
  373. Out-of-Home Advertising
  374. Advantages of Out-of-Home Advertising
  375. Disadvantages of Out-of-Home Advertising
  376. Print Media
  377. Magazines
  378. Advantages of Magazine Advertising
  379. Disadvantages of Magazine Advertising
  380. Newspapers
  381. Advantages of Newspaper Advertising
  382. Disadvantages of Newspaper Advertising
  383. Media Mix
  384. Media Selection in Business-to-Business Markets
  385. International Implications
  386. Summary
  387. Key Terms
  388. Review Questions
  389. Critical Thinking Exercises
  390. Integrated Learning Exercises
  391. Blog Exercises
  392. Student Project Creative Corner
  393. Case 1 Bass Pro Shops
  394. Case 2 Cindy’s Auto Body Repair Shop
  395. Part 3 Digital, Mobile, and Alternative Marketing
  396. Chapter 8 Digital and Mobile Marketing
  397. Learning Objectives
  398. Overview
  399. Artificial Intelligence, Programmatic Advertising, and Chatbots
  400. Digital Marketing
  401. Consumer Shopping Patterns
  402. E-Commerce
  403. Mobile Marketing
  404. Digital Strategies
  405. Interactive Marketing
  406. Content Marketing and Native Advertising
  407. Location-Based Advertising
  408. Remarketing
  409. Behavioral Targeting
  410. Blogs, Podcasts, and Newsletters
  411. Email Marketing
  412. Web Advertising
  413. Programmatic Advertising
  414. Widgets
  415. Impact of Online Advertising
  416. Offline Advertising
  417. Search Engine Optimization (SEO)
  418. International Implications
  419. Summary
  420. Key Terms
  421. Review Questions
  422. Critical Thinking Exercises
  423. Integrated Learning Exercises
  424. Blog Exercises
  425. Student Project Creative Corner
  426. Case 1 Ski and Snowboard Specialists
  427. Case 2 Donuts by Denise
  428. Chapter 9 Social Media
  429. Learning Objectives
  430. Overview
  431. Wholly Guacamole
  432. Social Networks
  433. Social Media Sites
  434. Facebook
  435. YouTube
  436. Instagram
  437. Twitter
  438. Pinterest
  439. Snapchat
  440. TikTok
  441. Social Media Marketing
  442. Social Media Marketing Strategies
  443. Building a Social Media Presence
  444. Content Seeding
  445. Behavioral Targeting
  446. Real Time Marketing
  447. Video Marketing
  448. Influencer Marketing
  449. Interactive Blogs
  450. Consumer-Generated Reviews
  451. Viral Marketing
  452. International Implications
  453. Summary
  454. Key Terms
  455. Review Questions
  456. Critical Thinking Exercises
  457. Integrated Learning Exercises
  458. Blog Exercises
  459. Student Project Creative Corner
  460. Case 1 Shelby’s Stables
  461. Case 2 L’Oréal
  462. Chapter 10 Alternative Marketing
  463. Learning Objectives
  464. Overview
  465. The Country Music Awards
  466. Alternative Marketing Programs
  467. Buzz Marketing
  468. Consumers Who Like a Brand
  469. Sponsored Consumers
  470. Brand Ambassadors
  471. House or Block Parties
  472. Company Employees
  473. Buzz Marketing Stages
  474. Buzz Marketing Preconditions
  475. Buzz Marketing and Fund Raising
  476. Stealth Marketing
  477. Guerrilla Marketing
  478. Lifestyle Marketing
  479. Experiential Marketing
  480. Product Placements and Branded Entertainment
  481. Product Placements
  482. Branded Entertainment
  483. Achieving Success
  484. Company Tactics
  485. The Media’s Perspective
  486. Alternative Media Venues
  487. Video Game Advertising
  488. Mobile Games
  489. New Video Game Technology
  490. Females and Video Games
  491. Benefits of Video Game Advertising
  492. Cinema Advertising
  493. Other Alternative Media
  494. In-Store Marketing
  495. In-Store Marketing Tactics
  496. Point-of-Purchase Marketing
  497. Designing Effective Point-of-Purchase Displays
  498. Measuring Point-of-Purchase Effectiveness
  499. Brand Communities
  500. International Implications
  501. Summary
  502. Key Terms
  503. Review Questions
  504. Critical Thinking Exercises
  505. Integrated Learning Exercises
  506. Blog Exercises
  507. Student Project Creative Corner
  508. Case 1 Alternative Marketing: Ethnic Holidays
  509. Case 2 Matt and Jerry’s Disc Golf Course
  510. Part 4 IMC Promotional Tools
  511. Chapter 11 Database and Direct Response Marketing and Personal Selling
  512. Learning Objectives
  513. Overview
  514. Sephora
  515. Database Marketing
  516. Building a Data Warehouse
  517. Email, Mobile, and Internet Data
  518. Purchase and Communication Histories
  519. Personal Preference Profiles
  520. Customer Information Companies
  521. Geocoding
  522. Database Coding and Analysis
  523. Lifetime Value Analysis
  524. Customer Clusters
  525. Location Data Tracking
  526. Data Mining
  527. Database-Driven Marketing Communications
  528. Identification Codes
  529. Personalized Communications
  530. Customized Content
  531. Inbound Telemarketing
  532. Trawling
  533. Database-Driven Marketing Programs
  534. Permission Marketing
  535. Keys to Success in Permission Marketing
  536. Permission Marketing Enticements
  537. Frequency Programs
  538. Goals
  539. Principles
  540. Data-Driven Customization
  541. Maximize Motivation
  542. Customer Relationship Management
  543. Direct Response Marketing
  544. Mobile Marketing
  545. Direct Mail
  546. Types of Commercial Lists
  547. Catalogs
  548. Traditional Media
  549. Search Engines and Email
  550. Direct Sales
  551. Telemarketing
  552. Personal Selling
  553. Generating Leads
  554. Qualifying Prospects
  555. Knowledge Acquisition
  556. The Sales Presentation
  557. Handling Objections
  558. Closing the Sale
  559. Follow-Up
  560. International Implications
  561. Summary
  562. Key Terms
  563. Review Questions
  564. Critical Thinking Exercises
  565. Integrated Learning Exercises
  566. Blog Exercises
  567. Student Project Creative Corner
  568. Case 1 Salon Sensational
  569. Case 2 The Racquet Club
  570. Chapter 12 Sales Promotions
  571. Learning Objectives
  572. Overview
  573. Mentos: Gumming up an Imc Program
  574. Consumer Promotions
  575. Coupons
  576. Coupon Distribution
  577. Services
  578. Disadvantages of Coupons
  579. Premiums
  580. Types of Premiums
  581. Services
  582. Keys to Successful Premium Programs
  583. Contests and Sweepstakes
  584. Contests
  585. Services
  586. Sweepstakes
  587. Perceived Value
  588. The Internet and Social Media
  589. Goals of Contests and Sweepstakes
  590. Refunds and Rebates
  591. Sampling
  592. Sample Distribution
  593. Services
  594. Benefits of Sampling
  595. Successful Sampling Programs
  596. Bonus Packs
  597. Types of Bonus Packs
  598. Services
  599. Keys to Successful Bonus Packs
  600. Price-Offs
  601. Benefits of Price-Offs
  602. Services
  603. Problems with Price-Offs
  604. Overlays and Tie-Ins
  605. Planning for Consumer Promotions
  606. Trade Promotions
  607. Trade Allowances
  608. Slotting Fees
  609. Exit Fees
  610. Trade Allowance Complications
  611. Trade Contests
  612. Trade Incentives
  613. Cooperative Merchandising Agreements
  614. Premiums and Bonus Packs
  615. Cooperative Advertising
  616. Trade Shows
  617. Recent Event
  618. Concerns with Trade Promotions
  619. International Implications
  620. Summary
  621. Key Terms
  622. Review Questions
  623. Critical Thinking Exercises
  624. Integrated Learning Exercises
  625. Blog Exercises
  626. Student Project Creative Corner
  627. Case 1 Marketing Sports Equipment
  628. Case 2 Razor Wars and Sales Promotion Tactics
  629. Chapter 13 Public Relations and Sponsorship Programs
  630. Learning Objectives
  631. Overview
  632. Racism Incidents and Public Relations
  633. Public Relations
  634. Internal versus External Public Relations
  635. Public Relations Tools
  636. Public Relations Functions
  637. Identifying Stakeholders
  638. Internal Stakeholders
  639. External Stakeholders
  640. Assessing Corporate Reputation
  641. Corporate Social Responsibility
  642. Creating Positive Image-Building Activities
  643. Cause-Related Marketing
  644. Benefits to Nonprofit Organizations
  645. Green Marketing and Pro-Environmental Activities
  646. Promoting Green Activities
  647. Greenwashing
  648. Preventing or Reducing Image Damage
  649. Proactive Prevention Strategies
  650. Reactive Damage-Control Strategies
  651. Internet Interventions
  652. Crisis Management
  653. Apology Strategies
  654. Impression Management
  655. The Coronavirus Challenge
  656. Sponsorships
  657. Forms of Sponsorships
  658. Social Media and Blogs
  659. Sponsorship Objectives
  660. Event Marketing
  661. Selecting Sponsorships and Events
  662. Determining Objectives
  663. Matching the Audience to the Company’s Target Market
  664. Promoting the Event
  665. Advertising at the Event
  666. Tracking Results
  667. Cross-Promotions
  668. International Implications
  669. Summary
  670. Key Terms
  671. Review Questions
  672. Critical Thinking Exercises
  673. Integrated Learning Exercises
  674. Blog Exercises
  675. Student Project Creative Corner
  676. Case 1 Lean Cuisine’s #Itall Campaign
  677. Case 2 Olive Garden: Meet the Girls Next Door
  678. Part 5 IMC Ethics, Regulation, and Evaluation
  679. Chapter 14 Regulations and Ethical Concerns
  680. Learning Objectives
  681. Overview
  682. Lumosity Pays $2 Million Settlement
  683. Marketing Communications Regulations
  684. Governmental Regulatory Agencies
  685. The Federal Trade Commission
  686. Unfair and Deceptive Marketing Practices
  687. Deception Versus Puffery
  688. Substantiation of Marketing Claims
  689. Comparative Advertising
  690. How Investigations Begin
  691. FTC Settlements
  692. Consent Order
  693. Administrative Complaints
  694. Courts and Legal Channels
  695. Corrective Advertising
  696. Trade Regulation Rulings
  697. Industry Oversight of Marketing Practices
  698. Council of Better Business Bureaus
  699. National Advertising Division
  700. National Advertising Review Board
  701. Children’s Advertising Review Unit
  702. Advantages of Self-Regulation
  703. IMC and Ethics
  704. Ethics and Advertising
  705. Perpetuating Stereotypes
  706. Advertising Unsafe Products
  707. Offensive Advertisements
  708. Advertising to Children
  709. Marketing and Ethics
  710. Brand Infringement
  711. Marketing of Professional Services
  712. Gifts and Bribery in Business-to-Business Marketing Programs
  713. Spam and Cookies
  714. Ambush Marketing
  715. Stealth Marketing
  716. Responding to Ethical Challenges
  717. Ethics Programs
  718. Ethics Training Programs
  719. Codes of Ethics
  720. Ethics Consulting Systems
  721. International Implications
  722. Summary
  723. Key Terms
  724. Review Questions
  725. Critical Thinking Exercises
  726. Integrated Learning Exercises
  727. Blog Exercises
  728. Student Project Creative Corner
  729. Case 1 Fanduel, Draftkings, and Legalized Sports Gambling
  730. Case 2 Herbal Remedies, Oils, and Alternative Medicine
  731. Chapter 15 Evaluating an Integrated Marketing Program
  732. Learning Objectives
  733. Overview
  734. Closing the Loop: Interstate Batteries
  735. Evaluation Metrics
  736. Matching Methods with IMC Objectives
  737. Message Evaluations
  738. Advertising Tracking Research
  739. Ad Tracking Methodology
  740. Report Cards and Benchmarks
  741. Copytesting
  742. Testing Emotional Reactions
  743. Verbatim Comments
  744. Copytesting Controversies
  745. Emotional Reaction Tests
  746. Cognitive Neuroscience
  747. Evaluation Criteria
  748. Online Evaluation Metrics
  749. Behavioral Evaluations
  750. Test Markets
  751. Competitive Responses
  752. Scanner Data
  753. Purchase Simulation Tests
  754. International Implications
  755. Summary
  756. Key Terms
  757. Review Questions
  758. Critical Thinking Exercises
  759. Integrated Learning Exercises
  760. Blog Exercises
  761. Student Project Creative Corner
  762. Case 1 The Vaseline Healing Project
  763. Case 2 Home Repair Referrals: Two Levels of Evaluation
  764. Endnotes
  765. Name Index

 

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