Q&A Hero

Q: All of the following are trends impacting the use of integrated advertising and marketing communications except: A) emphasis on customer engagement. B) increases in perception of brand parity. C) increase in channel power by manufacturers. D) integration of media platforms.

Q: All of the following are trends impacting the use of integrated advertising and marketing communications except: A) explosion of digital media. B) increases in perceptions of brand power. C) changes in channel power. D) increase in global competition.

Q: The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to: A) digital and alternative communication venues. B) pull marketing strategies. C) integrated marketing communication firms. D) their own marketing departments instead of advertising agencies.

Q: Current trends affecting marketing communications include all of the following except: A) explosion of digital media. B) emphasis on push marketing strategies. C) emphasis on accountability and measurable outcomes. D) integration of media platforms.

Q: 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) marketing myopia. B) standardization. C) adaptation. D) accountability.

Q: Marketing account executives are facing increasing pressures related to: A) accountability. B) affordability. C) accessibility. D) applicability.

Q: Define integrated marketing communications. What makes it different from traditional promotion programs?

Q: What are the components of the marketing mix and the promotional activities?

Q: In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.

Q: In IMC planning, a current situational analysis process involves examination of the firm's ongoing market situation.

Q: Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.

Q: Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

Q: In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

Q: An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.

Q: Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step in the IMC planning process? A) SWOT analysis B) Defining primary marketing objectives C) Developing marketing strategies D) Developing marketing tactics

Q: In the IMC planning process, marketing objectives are paired with an understanding of: A) the SWOT analysis. B) key target markets. C) marketing strategies. D) the implementation process.

Q: The first step in IMC planning is: A) current situational analysis. B) SWOT analysis. C) developing marketing strategies. D) defining primary marketing objectives.

Q: Traditionally, promotions included all of the following except: A) advertising. B) product design. C) personal selling. D) sales promotions.

Q: The marketing mix consists of the product, the price, distribution, and: A) emotions. B) promotions. C) delivery systems. D) services.

Q: In the marketing mix, where does integrated marketing communications belong? A) Pricing decisions B) Product design C) Promotion D) Distribution

Q: Integrated marketing communications affects all of the following except: A) business-to-business market. B) marketing channel. C) internally directed communications. D) competitors' advertising.

Q: The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is: A) the marketing plan. B) the marketing mix. C) integrated marketing communications. D) marketing strategy.

Q: Describe the components of the communications model.

Q: Describe the Miracle Whip "love" and "hate" campaign using the elements of the communications model.

Q: The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.

Q: Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.

Q: Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.

Q: When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place.

Q: Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.

Q: The process of creating television commercials, print ads, and retail coupons are examples of encoding.

Q: When an individual creating an advertisement takes an idea and transforms it into an ad, the process is known as decoding in a communications model.

Q: Communication is defined as transmitting, receiving, and processing information.

Q: Julie is explaining an integrated marketing communications program to Michael. In this situation: A) Julie is a sender and Michael is an encoder. B) Julie is a receiver and Michael is using a transmission device. C) Julie is a sender and Michael is a receiver. D) Julie is a transmission device and Michael is a decoder.

Q: Which is an example of feedback in a marketing channel? A) New product development B) A customer complaint C) A decision to begin international operations D) Removing a product from the market

Q: All of the following are examples of communication noise except: A) driving while listening to the radio. B) scanning the newspaper for articles to read. C) scrolling past internet ads without looking at them. D) examining an advertisement in a magazine.

Q: While browsing the internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of: A) advertising effectiveness. B) perceptual distortion. C) clutter. D) brand parity.

Q: The key to using social media successfully is: A) making it compatible with the off-line marketing program. B) identifying the heavy users of the product. C) finding the right Facebook fans. D) using both Facebook and Twitter in an integrated manner.

Q: Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate. This is an example of: A) feedback disruption. B) noise. C) encoding design. D) a contact point.

Q: Noise is: A) anything which carries a message from a sender to a receiver. B) changing a message to match the specific needs of a target audience. C) a verbal or nonverbal cue delivered by the sender. D) anything that distorts or disrupts a message.

Q: Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and create advertisements specifically for them. In a communications model, these individuals are: A) senders. B) decoders. C) receivers. D) subjects.

Q: The person reading a magazine advertisement plays which role in the communications model? A) Sender B) Decoder C) Receiver D) Object

Q: A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place? A) Encoding B) Transmission C) Decoding D) Feedback

Q: When a message is being heard or seen by a consumer, what is taking place? A) Encoding B) Transmission C) Decoding D) Feedback

Q: A consumer sees a billboard while driving. The billboard is a(n): A) encoding device. B) decoding device. C) transmission device. D) form of feedback.

Q: In the communication process, the items that carry the message from the sender to the receiver are: A) encoding processes. B) decoding processes. C) transmission devices. D) feedback devices.

Q: In terms of the communication process, encoding is: A) a sales pitch recited by a salesperson. B) the database manager finding a statistical oddity. C) a social media network. D) a purchase decision by a consumer.

Q: In terms of the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in: A) encoding. B) transmission. C) decoding. D) noise or clutter.

Q: When Sean shops for an automobile, which are the senders in the communication process? A) Honda and Toyota B) NBC and CSPAN C) The New York Times and the Chicago Sun Times D) A website and social media

Q: In terms of a communications model, the sender is: A) the company seeking to sell a product. B) a television set. C) the consumer viewing an ad on the internet. D) a consumer ignoring an ad in a newspaper.

Q: Distinguish between errors and irregularities. Which are of greatest concern to auditors?

Q: Describe the factors that constitute the fraud triangle. Why is it important to auditors?

Q: Computer fraud is easiest at the data collection stage. Why?

Q: Explain the problems associated with inappropriate accounting practices.

Q: Explain the problems associated with Questionable Executive Compensation Schemes

Q: Explain the problems associated with lack of director independence

Q: Explain the problems associated with lack of auditor independence.

Q: Discuss what an auditor should look for in testing for payments to fictitious vendors and how ACL can be used to assist the process.

Q: Explain why collusion between employees and management in the commission of a fraud is difficult to both prevent and detect.

Q: Distinguish between skimming and cash larceny. Give an example of each

Q: Misappropriation of assets can involve various schemes: expense reimbursement fraud, lapping, and payroll fraud. Explain each and give an example.

Q: Four principal types of corruption are discussed. Name all four and explain at least two.

Q: How does the auditor's judgements about the risk of material misstatements affect the audit?

Q: According to common law, there are five conditions that must be present for an act to be deemed fraudulent. Name and explain each.

Q: Why are the computer ethics issues of privacy, security, and property ownership of interest to accountants?

Q: Contrast management fraud with employee fraud.

Q: What are the risk factors that relate to fraudulent financial reporting? What types of common schemes should auditors look for?

Q: As a form of computer fraud, what is eavesdropping?

Q: What is scavenging?

Q: Define database management fraud.

Q: Define operational fraud.

Q: Name three types of program fraud.

Q: Name three forms of computer fraud.

Q: Explain the shell company fraud.

Q: What is check tampering?

Q: Explain the Pay and Return scheme.

Q: Explain the pass through fraud.

Q: What are some conclusions to be drawn from the ACFE fraud study regarding losses from fraud?

Q: Give two examples of employee fraud and explain how the theft might occur.

Q: The text discusses many questions about personal traits of executives which might help uncover fraudulent activity. What are three?

Q: __________________________ are intentional mistakes while __________________________ are unintentional mistakes.