Deck 14: Communicating Customer Value

Question 1

In the introduction stage of the product life cycle,a combination of is best for producing high awareness.

A)indirect marketing and personal selling
B)personal selling and direct marketing
C)public relations and personal selling
D)direct marketing and sales promotion
E)advertising and public relations

Answer 1

E

Question 2

The use of short- term incentives to encourage the purchase or sale of a product or service is called .

A)sales promotion
B)public relations
C)personal selling
D)direct marketing
E)publicity

Answer 2

A

Question 3

Using integrated marketing communications,the communications process should start with .

A)publicity
B)an advertising strategy
C)public relations
D)an audit of all potential customer touch points
E)the competitive- parity method

Answer 3

D

Question 4

Integrated marketing communications produces better communications and greater impact.

A)branding;quality
B)sales;consistency
C)variety;production
D)marketing;competitive
E)consistency;sales

Question 5

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is _.

A)encoding
B)decoding
C)responding
D)messaging
E)sending

Question 6

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the process of the communication model.

A)decoding
B)sourcing
C)messaging
D)encoding
E)signifying

Question 7

Advertising has some shortcomings.What is NOT one of them?

A)It carries on one- way communication with the audience.
B)It does not make audience members feel the need to respond.
C)It slowly reaches many people.
D)It can be very costly.
E)It is impersonal.

Question 8

The six buyer- readiness stages include all of the following EXCEPT .

A)liking
B)conviction
C)knowledge
D)hesitation
E)awareness

Question 9

Moral appeals are directed to the audience's sense of what is "right" and .

A)proper
B)emotional
C)traditional
D)affordable
E)positive

Question 10

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of .

A)public relations
B)advertising
C)personal selling
D)sales promotion
E)direct marketing

Question 11

Which of the following represent(s)a two- sided message?

A)Heinz Ketchup is slow good.
B)Listerine tastes bad twice a day.
C)Etonic athletic shoes are built so you can last.
D)A and B
E)none of the above

Question 12

Marketing communicators must be good at messages that take into account how the target audience them.

A)decoding;receives
B)delivering;encodes
C)retrieving;perceives
D)sending;encodes
E)encoding;decodes

Question 13

Clean and Clear,a large producer of all- natural hair care and beauty products,is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

A)pull only
B)pulse
C)push and pull
D)continuity
E)push only

Question 14

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

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

Question 15

Harpo Enterprises maintains the Oprah Winfrey show,a Web site,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain in design and tone.

A)creativity
B)feedback
C)variety
D)convenience
E)consistency

Question 16

An ad for Maybelline age- minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1- off coupon when they try the new makeup.In terms of the communication model,the medium of this ad is .

A)the target market to whom Melina Kanakaredes appeals
B)readers who redeem the $1- off coupon
C)Maybelline
D)Melina Kanakaredes
E)Ladies' Home Journal

Question 17

A consumer is reading a magazine with an advertisement,but is distracted from reading the advertisement or its key points.This unplanned static or distortion during the communication process is called _ .

A)response
B)distraction
C)decoding
D)feedback
E)noise

Question 18

Marketing communicators must do all of the following EXCEPT .

A)choose the media through which to send a message
B)collect feedback
C)identify the target audience
D)deliver products to the customer
E)determine the communication objectives

Question 19

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

A)promotional tools used for push strategies but not pull strategies
B)promotional tools adapted for use in mass marketing
C)promotional tools used for pull strategies but not push strategies
D)communications channels that should be integrated under the concept of integrated marketing communications
E)communications channels focused more on narrowcasting than broadcasting

Question 20

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)appeal.

A)moral
B)standard
C)emotional
D)structural
E)rational

Question 21

Creating word- of- mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as .

A)stealth marketing
B)buzz marketing
C)indirect marketing
D)public relations
E)sales promotion

Question 22

Refer to the scenario below to answer the following questions.
John Mayes opened Sparkle Janitorial in 2005.John began by acquiring two contracts for office cleaning services from two local manufacturing facilities.For two years,John and his wife,Barb,performed the cleaning services alone.After acquiring three additional cleaning contracts in 2007,John hired two employees.
"Up to that point,we had room to grow but we really had no advertising plan," John stated."We were relying mostly on word- of- mouth."
By 2010,Barb hired another two full- time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices.
"Competition was getting tough for both of our services at that point," Barb added."We ran a local radio spot three times each week.Then we had an advertiser print coupons on placemats.That gave us a little more exposure."
John and Barb Mayes admit that they never realized the value of a sound promotional plan before now."We wish we would have put together something catchy with a jingle long before now," they said.
In a recent radio spot,John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money.This is an example of a(n).

A)rational appeal
B)moral appeal
C)standard appeal
D)social appeal
E)emotional appeal

Question 23

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

A)e- mail
B)cable television channels
C)online social networks
D)network television
E)cell phone content

Question 24

In designing the message structure,marketers must decide whether to present the _ arguments first or last in a message.

A)strongest
B)emotional
C)structural
D)moral
E)scientific

Question 25

A company's salespeople should always follow the rules of .

A)high- pressure selling
B)cooling- down
C)competition
D)societal marketing
E)fair competition

Question 26

Today's consumers do not need to rely on marketer- supplied information about products and services because they can use to seek out a wealth of information.

A)informative advertising
B)marketing communications
C)direct marketing
D)mass market media
E)the Internet and other technologies

Question 27

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

A)sales promotion
B)public relations
C)mass- market advertising
D)personal selling
E)segmented advertising

Question 28

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

A)noise
B)feedback
C)reverse marketing
D)encoding
E)decoding

Question 29

Companies often fail to integrate their various communications to consumers because .

A)communications often come from different parts of the company
B)personal selling and sales promotion are in direct conflict
C)they have overemphasized the concept of brand contact
D)advertising departments are reluctant to work with public relations professionals
E)historically consumers have been able to distinguish between message sources

Question 30

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using .

A)a push strategy
B)direct marketing
C)a pull strategy
D)public relations
E)personal selling

Question 31

Companies use all of the following methods to set their advertising budget EXCEPT the .

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

Question 32

The promotion mix is the company's primary communication activity;the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

A)promotion
B)product
C)price
D)place
E)competitor

Question 33

A message showing a product's quality,economy,value,or performance is called a(n)appeal.

A)structural
B)moral
C)emotional
D)rational
E)standard

Question 34

Moving away from ,marketers have been shifting toward highly focused marketing,spawning a new generation of more specialized and highly targeted communications efforts.

A)direct marketing
B)push strategies
C)pull strategies
D)advertising
E)mass marketing

Question 35

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses .

A)buzz marketing
B)word- of- mouth influence
C)a push strategy
D)a pull strategy
E)public relations

Question 36

Perhaps the most logical budget- setting method is the method because it is based on spending necessary to accomplish specific promotion goals.

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

Question 37

The communicator must decide how to handle message structure issues.One issue is whether to or not.

A)make a moral appeal
B)draw a conclusion
C)use the pull strategy
D)avoid competitors
E)use the push strategy

Question 38

Refer to the scenario below to answer the following questions.
John Mayes opened Sparkle Janitorial in 2005.John began by acquiring two contracts for office cleaning services from two local manufacturing facilities.For two years,John and his wife,Barb,performed the cleaning services alone.After acquiring three additional cleaning contracts in 2007,John hired two employees.
"Up to that point,we had room to grow but we really had no advertising plan," John stated."We were relying mostly on word- of- mouth."
By 2010,Barb hired another two full- time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices.
"Competition was getting tough for both of our services at that point," Barb added."We ran a local radio spot three times each week.Then we had an advertiser print coupons on placemats.That gave us a little more exposure."
John and Barb Mayes admit that they never realized the value of a sound promotional plan before now."We wish we would have put together something catchy with a jingle long before now," they said.
Which of the following would be the LEAST effective way for John and Barb to reach new potential customers?

A)buzz marketing
B)public relations
C)direct marketing
D)network television advertising
E)word- of- mouth influence

Question 39

To communicate effectively,a marketing communicator must the consumer's field of experience.

A)reference
B)understand
C)compete with
D)share
E)create

Question 40

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

A)The use of multiple marketing communications channels is advantageous.
B)Short- term relationships with customers are more profitable than long- term relationships with customers.
C)Long- term relationships with customers are best nurtured through public relations.
D)Long- term relationships with customers are best nurtured through sales promotion.
E)The use of a single marketing communications channel is advantageous.

Question 41

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

A)buzz marketing
B)integrated marketing communications
C)nonpersonal communication channels
D)integrated personal selling
E)integrated competitive methods

Question 42

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

A)Mass media no longer capture the majority of promotional budgets.
B)Improvements in communication technologies are changing how companies and customers communicate with each other.
C)Today's consumers are better informed about products and services.
D)Companies routinely invest millions of dollars in the mass media.
E)Mass markets have fragmented,and marketers are shifting away from mass marketing.

Question 43

is the company's most expensive promotion tool.

A)Publicity
B)Mass media
C)Advertising
D)Public relations
E)Personal selling

Question 44

Business- to- consumer companies are more likely to emphasize a _ promotion strategy,while business- to- business companies are more likely to emphasize a _ promotion strategy.

A)continuity;pulse
B)pull;push
C)pulse;continuity
D)push;pull
E)pulse;pull

Question 45

In the model of buyer- readiness stages,the first stage is .

A)knowledge
B)liking
C)insistence
D)awareness
E)preference

Question 46

The six stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase.

A)supplier readiness
B)market readiness
C)buyer- readiness
D)objective readiness
E)personal readiness

Question 47

Though the method of setting an advertising budget is simple to use and helps

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

Question 48

The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as _.

A)disencoding
B)response
C)acknowledgement
D)feedback
E)decoding

Question 49

A(n)argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

A)one- sided
B)emotional
C)two- sided
D)moral
E)scientific

Question 50

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use nonpersonal communications through print media and display media.This will include all of the following EXCEPT _ _.

A)billboards
B)newspapers
C)direct mail
D)magazines
E)Internet "chats"

Question 51

In the AIDA model,the D stands for .

A)decoding
B)data
C)demand
D)do- it- yourself
E)desire

Question 52

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

A)Many viewers are using video streaming or DVRs.
B)TV audience size is on the decline.
C)Mass media costs are rising.
D)TV ad spending is rising at a slower rate than online ad spending.
E)TV and other mass media no longer capture the lion share of promotional budgets.

Question 53

Which major promotion category makes use of catalogs,telephone marketing,kiosks,and the Internet?

A)sales promotion
B)direct marketing
C)advertising
D)public relations
E)publicity

Question 54

The communication channel a company uses to move its advertising messages from sender to receiver is called the .

A)message
B)feedback loop
C)media
D)communicator
E)encoder

Question 55

An example of a(n)_ appeal is the Salvation Army appeal,"While you are trying to figure

A)rational
B)moral
C)awareness
D)emotional
E)standard

Question 56

The two broad types of _ channels are personal and nonpersonal.

A)buyer
B)seller
C)marketing
D)communication
E)competitive

Question 57

Which major promotion category makes use of displays,discounts,coupons,and demonstrations?

A)direct marketing
B)public relations
C)publicity
D)advertising
E)sales promotion

Question 58

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

A)personal selling
B)direct marketing
C)sales promotion
D)brand contacts
E)public relations

Question 59

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

A)media;sales
B)broadcasting;narrowcasting
C)narrowcasting;broadcasting
D)advertising;word- of- mouth
E)marketing;media

Question 60

consists of strong short- term incentives that invite and reward quick responses from customers.

A)Advertising
B)Publicity
C)A segmented promotion
D)Sales promotion
E)A patronage reward

Question 61

A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy,putting most of the brand's marketing budget into trade and consumer sales promotion.Which of the following is a potential disadvantage of this approach?

A)It may be difficult to identify meaningful product differences in advertising.
B)Mass media campaigns are increasingly more expensive.
C)A new marketing communications model is quickly replacing mass marketing.
D)The strategy may spark a spiral of price- slashing that will undercut the brand's future for short- term gains.
E)Retail giants may be reluctant to respond to the strategy.

Question 62

from marketing communications may suggest changes in the promotion program or in the product offer itself.

A)Encoding
B)Decoding
C)Feedback
D)Shelter
E)Noise

Question 63

Nonpersonal communication channels include major media,,and events.

A)buzz marketing
B)sales calls
C)word of mouth
D)atmospheres
E)e- mail

Question 64

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

A)advertising
B)sales promotion
C)public relations
D)direct marketing
E)personal selling

Question 65

Which promotional tool is described as nonpublic,immediate,customized,and interactive?

A)direct marketing
B)public relations
C)segmented advertising
D)brand contacts
E)sales promotion

Question 66

Which of the following is NOT a major category in a company's promotion mix?

A)advertising
B)public relations
C)sales promotion
D)strategic positioning
E)direct marketing

Question 67

A newspaper article announced that VoiceStream Wireless,the nation's sixth- largest wireless carrier,was changing its name to T- Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta- Jones.Of which element of the promotion mix is this an example?

A)advertising
B)product
C)public relations
D)personal selling
E)sales promotion

Question 68

Though a popular appeal,when used poorly can detract from comprehension,quickly wear out its welcome,overshadow the product,or even irritate consumers.

A)humor
B)nonpersonal communication
C)noise
D)integrated marketing
E)direct marketing

Question 69

A company's total marketing communications mix consists of a special 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.This is also called .

A)direct marketing
B)the promotion mix
C)integrated marketing
D)target marketing
E)competitive marketing

Question 70

Which of the following is NOT one of the four major communication functions?

A)response
B)feedback
C)noise
D)encoding
E)decoding

Question 71

Which promotional mix strategy directs marketing efforts toward final consumers?

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

Question 72

"Buy it now" is the message of .

A)advertising
B)a nonpersonal communication channel
C)sales promotion
D)personal selling
E)publicity

Question 73

To produce better communications consistency,a unified company image,and greater sales impact,some companies employ a(n).

A)media planner
B)public relations specialist
C)advertising agency
D)personal sales force
E)marketing communications director

Question 74

Which method of setting an advertising budget is based on analyzing competitors' spending?

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

Question 75

Which promotional mix strategy directs marketing efforts toward market channel members?

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

Question 76

In the communication process,an actual HP printer/fax machine advertisement is called .

A)decoding
B)noise
C)the message
D)encoding
E)the medium

Question 77

Communication through the mail is categorized as a(n)communication channel.

A)ineffective
B)word- of- mouth
C)objective
D)personal
E)nonpersonal

Question 78

An e- mail from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of .

A)sales promotion
B)an advertising objective
C)public relations
D)personal selling
E)a push strategy

Question 79

When a car maker wants to introduce a new model,it is most likely to began with an extensive advertising campaign to create name familiarity and interest.

A)sales promotion
B)teaser
C)competitive
D)two- sided
E)moral appeal

Question 80

Today,marketers are moving toward viewing communications as managing the over time.

A)product life cycle
B)word- of- mouth influence
C)advertising agency
D)nonpersonal communication channels
E)customer relationship