Question 1

The basic function of the elements of the integrated communication program is to:

Accepted Answer

A)  communicate with a firm's target audience 
B)  convince customers to make a purchase immediately 
C)  convince customers to pay a higher price for a product or service 
D)  educate customers about the features of a product or service 
A)  communicate with a firm's target audience 
B)  convince customers to make a purchase immediately 
C)  convince customers to pay a higher price for a product or service 
D)  educate customers about the features of a product or service

Question 2

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store.Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

Accepted Answer

A)  The questions the buyer asks 
B)  The nonverbal responses the buyer makes such as frowns or gestures 
C)  The buyer's availability to meet at short notice 
D)  The size of the order the buyer is willing to make 
A)  The questions the buyer asks 
B)  The nonverbal responses the buyer makes such as frowns or gestures 
C)  The buyer's availability to meet at short notice 
D)  The size of the order the buyer is willing to make

Question 3

John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes.John thinks to himself,"Boy,is LeBron ever juvenile and obnoxious.I wouldn't buy anything he promotes." This is an example of a:

Accepted Answer

A)  counterargument 
B)  support argument 
C)  source derogation 
D)  message blockage 
A)  counterargument 
B)  support argument 
C)  source derogation 
D)  message blockage

Question 4

The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.With the peripheral route to persuasion:

Accepted Answer

A)  the message will be more likely received if a popular celebrity endorser is used 
B)  the message should contain a lot of information 
C)  the receiver is viewed as very actively involved in the communication process 
D)  the quality of the message claims is more important than the spokesperson, headline, pictures, or music bed 
A)  the message will be more likely received if a popular celebrity endorser is used 
B)  the message should contain a lot of information 
C)  the receiver is viewed as very actively involved in the communication process 
D)  the quality of the message claims is more important than the spokesperson, headline, pictures, or music bed

Question 5

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

Accepted Answer

A)  cognitive 
B)  affective 
C)  behavioural 
D)  conative 
A)  cognitive 
B)  affective 
C)  behavioural 
D)  conative

Question 6

For most marketers,the ultimate form of feedback is:

Accepted Answer

A)  use of reply cards 
B)  store visits 
C)  sales 
D)  consumer inquiries 
A)  use of reply cards 
B)  store visits 
C)  sales 
D)  consumer inquiries

Question 7

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.This might explain why the company would use which of the following advertising strategies?

Accepted Answer

A)  Very detailed ads with a great deal of information about the causes of body odour 
B)  Detailed ads with strong message arguments about Gillette brands 
C)  Ads that use celebrity endorsers and memorable jingles 
D)  Ads that pay more attention to information in the copy than executional elements such as visual imagery 
A)  Very detailed ads with a great deal of information about the causes of body odour 
B)  Detailed ads with strong message arguments about Gillette brands 
C)  Ads that use celebrity endorsers and memorable jingles 
D)  Ads that pay more attention to information in the copy than executional elements such as visual imagery

Question 8

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisture skin.Someone who knew something about how these additives work might respond to the ad by thinking,"If it has both those ingredients,it must be really good for my skin.I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a:

Accepted Answer

A)  negative ad execution thought 
B)  support argument 
C)  counterargument 
D)  positive execution thought 
A)  negative ad execution thought 
B)  support argument 
C)  counterargument 
D)  positive execution thought

Question 9

In the opening chapter vignette,because the target audience was "young men aged 30-35 who are tech-savvy driving enthusiasts",the marketers needed to use innovative new communication techniques to ________.

Accepted Answer

A)  get noticed and be different and unique 
B)  show how the new sports coupe could measure up to the competition 
C)  illustrate the mainstream features of the new car 
D)  communicate the traditional messages they had in the past 
A)  get noticed and be different and unique 
B)  show how the new sports coupe could measure up to the competition 
C)  illustrate the mainstream features of the new car 
D)  communicate the traditional messages they had in the past

Question 10

An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call.One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad.This response count is an example of:

Accepted Answer

A)  feedback 
B)  qualitative research 
C)  noise filtering 
D)  decoding 
A)  feedback 
B)  qualitative research 
C)  noise filtering 
D)  decoding

Question 11

Which of the following statements about effective communication is true?

Accepted Answer

A)  Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication. 
B)  For effective communication, marketers must understand the meanings that words and symbols attach to consumers and how these words and symbols are interpreted. 
C)  Effective communication is unaffected by the reception environment. 
D)  Whether an ad is in black and white or in colour has no impact on how effectively the message is communicated. 
A)  Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication. 
B)  For effective communication, marketers must understand the meanings that words and symbols attach to consumers and how these words and symbols are interpreted. 
C)  Effective communication is unaffected by the reception environment. 
D)  Whether an ad is in black and white or in colour has no impact on how effectively the message is communicated.

Question 12

Counts of customer visits to a store,consumer inquiries,coupon redemption,and recall of advertising are all possible forms of:

Accepted Answer

A)  personal communication 
B)  feedback 
C)  noise 
D)  decoding mechanisms 
A)  personal communication 
B)  feedback 
C)  noise 
D)  decoding mechanisms

The basic function of the elements of the integrated communication program is to:

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store.Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes.John thinks to himself,"Boy,is LeBron ever juvenile and obnoxious.I wouldn't buy anything he promotes." This is an example of a:

The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.With the peripheral route to persuasion:

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

For most marketers,the ultimate form of feedback is:

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.This might explain why the company would use which of the following advertising strategies?

In the opening chapter vignette,because the target audience was "young men aged 30-35 who are tech-savvy driving enthusiasts",the marketers needed to use innovative new communication techniques to ________.

Which of the following statements about effective communication is true?

Counts of customer visits to a store,consumer inquiries,coupon redemption,and recall of advertising are all possible forms of:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 4: Communication Response Models

The basic function of the elements of the integrated communication program is to:

Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store.Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer?

John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes.John thinks to himself,"Boy,is LeBron ever juvenile and obnoxious.I wouldn't buy anything he promotes." This is an example of a:

The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.With the peripheral route to persuasion:

Attention,awareness,and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.

For most marketers,the ultimate form of feedback is:

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.This might explain why the company would use which of the following advertising strategies?

In the opening chapter vignette,because the target audience was "young men aged 30-35 who are tech-savvy driving enthusiasts",the marketers needed to use innovative new communication techniques to ________.

Which of the following statements about effective communication is true?

Counts of customer visits to a store,consumer inquiries,coupon redemption,and recall of advertising are all possible forms of:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters