Deck 14: Communicating Customer Value: Integrated Marketing Communications Strategy

Question 1

Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

Answer 1

False

Question 2

"Teaser" advertising is most closely associated with the buyer-readiness stage of liking a product.

Answer 2

False

Question 3

Decoding is the process of putting thought into symbolic form.

Answer 3

False

Question 4

Integrated marketing communications allows brand messages to be developed by different departments within an organization.

Question 5

Awareness,knowledge,and preparation are buyer-readiness stages.

Question 6

New communications technologies,such as cellphones and the Internet,give companies new media for interacting with targeted consumers,but these new technologies also give consumers more control of the advertising messages they receive.

Question 7

The integrated marketing concept ties together all of the company's messages and images.

Question 8

Encoding is the process by which the receiver assigns meaning to symbols.

Question 9

Messages delivered by highly credible sources are more persuasive.

Question 10

A marketing communications director has overall responsibility for the company's communications efforts.

Question 11

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

Question 12

The four major communication functions are encoding,decoding,response,and noise.

Question 13

Though mass marketing was effective in past decades,large companies no longer routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Question 14

There are three types of appeal from which marketers may choose as they design their message content.These types are rational,emotional,and moral appeals.

Question 15

Mass markets have fragmented; thus,marketers are shifting away from mass marketing.

Question 16

Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication.These ads present two-sided arguments.

Question 17

Sales promotion makes use of press releases and special events.

Question 18

A company's marketing communications mix is also called its promotion mix.

Question 19

Marketers of products that are expensive,risky,or highly visible are the least likely to be impacted by the power of personal influence.

Question 20

The communications process should start with mass media advertising to reach many consumers.

Question 21

When using catalogues,telephone marketing,kiosks,and the Internet,firms are using which of the major promotion categories?

A) Sales promotion
B) Public relations
C) Publicity
D) Direct marketing
E) Advertising

Question 22

The affordable method sets promotion budgets to match competitors' outlays.

Question 23

When using displays,discounts,coupons,and demonstrations,firms are using the tactic of ___________.

Question 24

The importance of different promotion tools varies between consumer and markets.

Question 25

Which of the following is a major category in a company's promotion mix?

A) Sales promotion
B) Strategic positioning
C) Indirect marketing
D) Private relations
E) Newsletters

Question 26

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Question 27

Business-to-business companies usually pull more,putting more of their funds into advertising,followed by sales promotion,personal selling,and then PR.

Question 28

The purchase or sale of a product or service can be encouraged in the short term through ________.

Question 29

The percentage-of-sales method wrongly views sales as the cause of promotion rather than the result.

Question 30

In shaping its promotion mix,a company must be aware of the large body of legal and ethical issues surrounding marketing communications.

Question 31

______________ is one of the five major promotion tools used to build a positive corporate image and to handle unfavourable stories and events

Question 32

Business-to-consumer companies usually push more,putting more of their funds into personal selling,followed by sales promotion,advertising,and PR.

Question 33

An automobile can be advertised as using seven litres of fuel per hundred kilometres as long as it does so under any condition.

Question 34

North American firms spend up to three times as much on personal selling as they do on advertising.

Question 35

_____________ includes any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.

Question 36

The __________ of a company includes advertising,sales promotion,public relations,personal selling,and direct-marketing tools.These are used to communicate customer value and build customer relationships.

Question 37

A recent trend toward more push than pull in the mixes of consumer-goods companies may achieve short-run sales at the expense of brand equity.

Question 38

Industries and companies are similar in how much they spend on promotion.

Question 39

Large-scale advertising conveys a positive message about the seller's size,popularity,and success.

Question 40

Many small businesses often use the affordable method to set the promotion budget at the level they think the company can afford.

Question 41

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

Question 42

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

Question 43

Integrated marketing communications involves identifying the target audience and shaping a well-coordinated ________ to elicit the desired audience response.

Question 44

Integrated marketing communications produces better communications ________ and greater ________ impact.

Question 45

Today's hodgepodge of communications to consumers is likely a direct result of the fact that companies have failed to ________ their various communications channels.

Question 46

Tara Keegan owns Live Well,a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications,Tara has hired a marketing communications director,whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.

Question 47

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

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

Question 48

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.

Question 49

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

Question 50

Consumers today ________ the way marketers do.In fact,customers today receive commercial messages from a broad range of sources.

Question 51

To deliver a clear,consistent,and compelling message about the organization and its brands,more and more companies are adopting the concept of ________.This strategy both integrates and coordinates the company's many communication channels.

Question 52

Some companies have failed to employ a(n)________ and the results are often poor communications consistency,a non-unified company image,and less sales impacts overall.

Question 53

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogues,website,and retail outlets.It uses the same models in its catalogue and in its print ads as well as on its website.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Question 54

Increasingly,managing the ____________ over time is seen to be the role of communications.

Question 55

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

Question 56

Companies often fail to integrate their various communications to consumers because ________.historically,consumers have been able to distinguish between message sources

Question 57

Mass-media advertising routinely involves a company investing millions or even billions of dollars to reach tens of ________ of customers with a single ad

Question 58

The ___________ is the communication channel used by a company to move its advertising messages from sender to receiver.

Question 59

Because of the increase in more focused media that better matches today's targeting strategies,companies are doing less ________ and more ________.

Question 60

Integrated marketing communications require a company's mass-market advertisements,website,email,and personal selling communications to all have ________.

Question 61

____________ is the process used when a customer lets a producer know something about its products or advertising.

Question 62

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 ________.

Question 63

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

Question 64

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

Question 65

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.

Question 66

__________ is the process used when the receiver assigns meaning to the symbols encoded by a company in its advertisements.

Question 67

Mercy University's initial ads for the school's new MBA program are most likely intended to create ________

Question 68

The ______ is the reaction of the receiver after being exposed to a message.

Question 69

An example of a(n)________ appeal is the Salvation Army appeal,"While you were trying to figure out what to get the man who has everything,don't forget the man who has nothing."

Question 70

________ is the unplanned static or distortion during the communication process.An example might be if a consumer is reading a magazine with an advertisement,but is distracted from reading the advertisement or its key points.

Question 71

The six ________ stages that consumers normally pass through on their way to making a purchase include awareness,knowledge,liking,preference,conviction,and purchase.

Question 72

If the audience is highly educated or likely to hear opposing claims,or when the communicator has a negative association to overcome,then a(n)________ argument is more likely to be effective.

Question 73

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

Question 74

As effective communicators we know that the more the sender's field of experience ________ that of the receiver,the more ________ the message is likely to be.

Question 75

Marketers using humour 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.

Question 76

The communicator must decide whether or not to __________when handling message structure issues.

Question 77

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

Question 78

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

Question 79

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

Question 80

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