Question 1

Outline the steps in developing effective marketing communications.

Accepted Answer

In preparing marketing communications, the marketer's first task is to identify the target audience and its characteristics. Next, the marketer has to determine the communication objectives and define the response sought, whether it is awareness, knowledge, liking, preference, conviction, or purchase. Then a message should be constructed with an effective content and structure. Media must be selected, both for personal and nonpersonal communication. The marketer should find highly credible sources to deliver messages. Finally, the communicator must collect feedback by watching how much of the market becomes aware, tries the product, and is satisfied in the process.

Question 2

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

Accepted Answer

A)  pull strategy 
B)  blitz strategy 
C)  push strategy 
D)  buzz strategy 
E)  pulse strategy 
A)  pull strategy 
B)  blitz strategy 
C)  push strategy 
D)  buzz strategy 
E)  pulse strategy C

Question 3

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

Accepted Answer

A)  create differences 
B)  enhance doubts 
C)  double interest levels 
D)  arouse desire 
E)  minimize dismay 
A)  create differences 
B)  enhance doubts 
C)  double interest levels 
D)  arouse desire 
E)  minimize dismay D

Question 4

________ includes sales presentations, trade shows, and incentive programs.

Accepted Answer

A)  Direct and digital marketing 
B)  Sales promotion 
C)  Personal selling 
D)  Public relations 
E)  Advertising 
A)  Direct and digital marketing 
B)  Sales promotion 
C)  Personal selling 
D)  Public relations 
E)  Advertising

Question 5

Describe the significance of public relations as a promotion tool.

Accepted Answer

Public relations is very believable-news

Question 6

Which of the following is the most logical budget-setting method?

Accepted Answer

A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  push method 
A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  push method

Question 7

Which of the following methods is used by companies to set their advertising budgets based on the industry average?

Accepted Answer

A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  regression method 
A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  regression method

Question 8

Integrating the promotion mix starts with suppliers.

Accepted Answer

A) True 
 B)False

Question 9

Which promotional tool is the most immediate, customized, and interactive?

Accepted Answer

A)  segmented advertising 
B)  sales promotion 
C)  direct marketing 
D)  horizontal diversification 
E)  public relations 
A)  segmented advertising 
B)  sales promotion 
C)  direct marketing 
D)  horizontal diversification 
E)  public relations

Question 10

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Accepted Answer

A)  sales promotion 
B)  direct and digital marketing 
C)  horizontal diversification 
D)  public relations 
E)  advertising 
A)  sales promotion 
B)  direct and digital marketing 
C)  horizontal diversification 
D)  public relations 
E)  advertising

Question 11

Which of the following advertising slogans most likely represents a two-sided argument?

Accepted Answer

A)  Breakfast of champions 
B)  Good to the last drop 
C)  A diamond is forever 
D)  The ultimate driving machine 
E)  The next big thing is already here 
A)  Breakfast of champions 
B)  Good to the last drop 
C)  A diamond is forever 
D)  The ultimate driving machine 
E)  The next big thing is already here

Question 12

The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

Accepted Answer

A) True 
 B)False

Question 13

Of the various digital marketing categories, ________ is the fastest-growing category.

Accepted Answer

A)  blogs 
B)  e-mail 
C)  social media 
D)  mobile 
E)  brand Web sites 
A)  blogs 
B)  e-mail 
C)  social media 
D)  mobile 
E)  brand Web sites

Question 14

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

Accepted Answer

A)  the number of subscribers to Ladies' Home Journal 
B)  the number of people who make up the target market 
C)  the number of people who redeem the coupon 
D)  the number of people who have purchased Maybelline products in the past 
E)  the number of people to whom Gigi Hadid is an appealing spokesperson 
A)  the number of subscribers to Ladies' Home Journal 
B)  the number of people who make up the target market 
C)  the number of people who redeem the coupon 
D)  the number of people who have purchased Maybelline products in the past 
E)  the number of people to whom Gigi Hadid is an appealing spokesperson

Question 15

Discuss direct marketing.

Accepted Answer

Although there are many forms of direct

Question 16

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

Accepted Answer

A)  varies from; distinguishable 
B)  overlaps with; effective 
C)  connects with; ineffective 
D)  coincides with; creative 
E)  departs from; direct 
A)  varies from; distinguishable 
B)  overlaps with; effective 
C)  connects with; ineffective 
D)  coincides with; creative 
E)  departs from; direct

Question 17

Describe the three types of appeals that marketers use.

Accepted Answer

Rational appeals relate to the consumer'

Question 18

Moral appeals ________.

Accepted Answer

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

Question 19

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

Accepted Answer

Advertising is any paid-for or nonperson

Question 20

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

Accepted Answer

A)  the product mix 
B)  product line filling 
C)  the promotion mix 
D)  the price mix 
E)  horizontal diversification 
A)  the product mix 
B)  product line filling 
C)  the promotion mix 
D)  the price mix 
E)  horizontal diversification

Outline the steps in developing effective marketing communications.

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

________ includes sales presentations, trade shows, and incentive programs.

Describe the significance of public relations as a promotion tool.

Which of the following is the most logical budget-setting method?

Which of the following methods is used by companies to set their advertising budgets based on the industry average?

Integrating the promotion mix starts with suppliers.

Which promotional tool is the most immediate, customized, and interactive?

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Which of the following advertising slogans most likely represents a two-sided argument?

The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

Of the various digital marketing categories, ________ is the fastest-growing category.

Discuss direct marketing.

In the communication process, the more the sender's field of experience that of the receiver, the more the message is likely to be.

Describe the three types of appeals that marketers use.

Moral appeals ________.

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Outline the steps in developing effective marketing communications.

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.

________ includes sales presentations, trade shows, and incentive programs.

Describe the significance of public relations as a promotion tool.

Which of the following is the most logical budget-setting method?

Which of the following methods is used by companies to set their advertising budgets based on the industry average?

Integrating the promotion mix starts with suppliers.

Which promotional tool is the most immediate, customized, and interactive?

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Which of the following advertising slogans most likely represents a two-sided argument?

The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

Of the various digital marketing categories, ________ is the fastest-growing category.

Discuss direct marketing.

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

Describe the three types of appeals that marketers use.

Moral appeals ________.

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

In the communication process, the more the sender's field of experience that of the receiver, the more the message is likely to be.