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

When a customer lets a producer know something about its products or advertising, the customer is providing ________.

What is the FTC three-day cooling off rule? What purpose does the rule serve?

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

Nonpersonal communication channels include major media, ________, and events.

Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Which of the following would be classified as bait-and-switch advertising?

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?

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Discuss the advantages and disadvantages of advertising.

Outline the steps in developing effective marketing communications.

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion. Compare these two strategies.

Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use?

The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.

All personal communication channels are controlled directly by the company.

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

When is it advisable to predominantly use sales promotions in a promotion mix?

Display media includes ________.

Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.