Deck 17: Designing and Managing Integrated Marketing Communications

Question 1

In micromodels of marketing communications,the four classic response hierarchy models includes all of the following EXCEPT ________.

A)communications model
B)innovation-adoption model
C)hierarchy-of-effects model
D)AIDA
E)BAMT

Answer 1

E

Question 2

Television advertising used to be the most powerful means of hitting the consumer marketing bull's-eye.Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

A)the aging of the baby boomer demographic
B)a shift in the proportion of radio listening to television viewing
C)increasing consumer cynicism toward advertising
D)the fragmentation of U.S.audiences
E)none of the above

Answer 2

D

Question 3

Marketing communications are the means by which firms attempt to ________,persuade,and remind consumers about the products and brands that they sell.

A)inform
B)reach
C)attract
D)interest
E)none of the above

Answer 3

A

Question 4

Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

A)by enhancing brand performance
B)by creating brand awareness
C)by eliciting positive brand judgments
D)by linking the right associations to the brand image in consumers' memories
E)by facilitating a stronger consumer-brand connection

Question 5

Anything that causes the consumer to notice and pay attention to the brand can ________ brand awareness.

A)decrease
B)increase
C)effect
D)affect
E)influence

Question 6

Marketers need to assess which experiences and impressions will have the most influence at each ________ of the buying process.

A)stage
B)level
C)consumer
D)step
E)none of the above

Question 7

The macromodel of effective communications contains nine elements.Two elements represent the major parties in a communication.These two parties are called ________ and ________.

A)sender;subject
B)beginner;receiver
C)receiver;starter
D)initiator;receiver
E)sender;receiver

Question 8

Modern marketing calls for more than developing a good product,pricing it attractively,and making it accessible.Companies must also ________.

A)attract popular celebrities to endorse their brands in order to appear credible
B)reach historically underrepresented markets with their products
C)relate to employees on a more personal level
D)advertise exclusively to current users to cement their commitment to the brand
E)communicate with present and potential stakeholders and the general public

Question 9

Every ________ delivers an impression that can strengthen or weaken a customer's view of the company.

A)brand equity
B)brand contact
C)salesman
D)featured ad
E)direct-mail piece

Question 10

Marketing communications can contribute to brand equity by establishing the brand in memory and ________.

A)creating interest
B)communicating quality
C)creating demand
D)creating a brand image
E)introducing new products to the market

Question 11

In communicating,selective attention,selective distortion,and ________ may come into play.

A)selective listening
B)noise
C)selective retention
D)selective hearing
E)selective interest

Question 12

The eight steps in developing effective communications start with the basics: identifying the target audience,determining the objectives,designing the communications,________ ,and establishing the budget.

A)selecting the advertising copy
B)managing the process
C)choosing the media mix
D)selecting the channels
E)measuring results

Question 13

Blogs and chat rooms are examples of the ________ communication platform.

A)personal selling
B)events and experiences
C)public relations and publicity
D)word-of-mouth marketing
E)direct and interactive marketing

Question 14

The hierarchy-of-effects model contains awareness,knowledge,liking,________,conviction,and purchase.

A)cognitive response
B)preference
C)interest
D)attitude
E)none of the above

Question 15

The marketing communications mix consists of eight major modes of communications.Which of the following is NOT one of these modes?

A)Personal selling
B)Direct marketing
C)Sales promotions
D)Packaging
E)Advertising

Question 16

According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.

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

Question 17

Senders know that to effectively communicate,they must encode their messages so that the target audience can decode them;the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

A)feedback
B)interest
C)response
D)decoding
E)none of the above

Question 18

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter.In other words,if a consumer has an equally strong,favorable,and unique brand association between two media,then the impact in terms of brand equity should be ________.

A)prominent
B)identical
C)different
D)measurable
E)actionable

Question 19

Dramatic changes in consumer technologies and media habits have ________.

A)eroded the effectiveness of the mass media
B)increased the effectiveness of the mass media
C)expanded the appeal of mass-media marketing
D)reduced the cost of mass-media marketing
E)all of the above

Question 20

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

A)consumers
B)interests
C)interactions
D)usages
E)exposures

Question 21

________ channels consists of neighbors,friends,family members,and associates talking to target buyers.

A)Social
B)Expert
C)Advocate
D)Professional
E)None of the above

Question 22

The ability to identify the brand within the category,in sufficient detail to make a purchase,is known as ________.

A)category need
B)brand awareness
C)brand attitude
D)brand purchase intention
E)brand conviction

Question 23

The four common methods that companies use to decide on a promotion budget include the affordable method,the percentage-of-sales method,________,and the objective-and-task method.

A)financial method
B)incremental growth method
C)zero-based budgeting method
D)competitive-parity method
E)last year's budget method

Question 24

The two-step flow of information challenges the notion that consumption styles ________ a "trickle-down" or "trickle-up" effect from mass media.

A)are secondarily influenced by
B)are affected by
C)start with
D)are primarily influenced by
E)originate with

Question 25

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

A)celebrity status
B)experience
C)expertise
D)age
E)reputation

Question 26

John Maloney saw buyers as expecting one of four types of reward from a product.These include rational,social,ego satisfying,and ________.

A)exciting
B)functional
C)low costs
D)sensory
E)safety

Question 27

Most of the recent growth of nonpersonal channels has taken place through ________.

A)display media
B)events and experiences
C)network media
D)public relations
E)sales promotions

Question 28

________ channels consist of company salespeople contacting buyers in the target market.

A)Individualized
B)Personal
C)Expert
D)Advocate
E)Social

Question 29

If a person has a positive attitude toward a source and a message,or a negative attitude toward both,a state of ________ is said to exits.

A)communication
B)congruity
C)celebrity
D)insight
E)transformation

Question 30

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

A)emotions
B)exposure
C)involvement
D)assessment
E)interest

Question 31

Communicators use ________ appeals such as fear,guilt,and shame to get people to do things or stop doing things.

A)destructive
B)scary
C)attractive
D)emotional
E)negative

Question 32

Mass communications affect personal attitudes and behavior through a two-step process.Ideas often flow from radio,television,and print to opinion leaders,and from these to the less ________-involved population groups.

A)media
B)advertising
C)informed
D)involved
E)none of the above

Question 33

A(n)________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

A)informational
B)destructive
C)involving
D)creative
E)transformational

Question 34

A well-chosen celebrity can draw attention to a product or brand.The choice of the celebrity is critical.The celebrity should have high recognition,high positive affect,and high ________ to the product.

A)interest
B)attachment
C)relevancy
D)appropriateness
E)fit

Question 35

Nonpersonal channels are communications directed to more than one person and include media,sales promotions,events and experiences,and ________.

A)Internet access
B)coupons
C)direct exposure
D)guerilla tactics
E)public relations

Question 36

Personal influence carries especially great weight with consumers in two situations.The first is with products that are expensive,risky,or purchased infrequently.The second is where the product ________.

A)suggests something about the user's ethnic background
B)suggests something about the user's education
C)suggests something about the user's family
D)suggests something about the user's financial wealth
E)suggests something about the user's status or taste

Question 37

________ is the specialized knowledge that the communicator possesses to back the advertising claim.

A)Likeability
B)Source
C)Expertise
D)Trustworthiness
E)Faith

Question 38

Formulating the communications to achieve the desired response will require solving three problems: message strategy,creative strategy,and ________.

A)market-specific advertising
B)media sources
C)advertising
D)transformational appeal
E)message source

Question 39

Personal communications channels derive their effectiveness through ________ presentation and feedback.

A)effective
B)group
C)canned
D)individualized
E)persuasion

Question 40

Creative strategies are how marketers translate their messages into a specific communication.Creative strategies can be broadly classified as involving either informational or ________ appeals.

A)branded entertainment
B)point-of-purchase
C)advertorials
D)transformational
E)individualization

Question 41

Companies must allocate the marketing communications budget over the eight major modes of communication,including-advertising,sales promotion,public relations,events,sales force,interactive marketing,word-of-mouth,and ________.

A)incentives
B)couponing
C)integrated marketing communications
D)Internet marketing
E)direct marketing

Question 42

Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.

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

Question 43

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

A)Coverage
B)Contribution
C)Commonality
D)Complementarity
E)Versatility

Question 44

Which of the following is NOT one of the advantages of having an integrated marketing communications program?

A)It forces management to think about how the company communicates.
B)It forces management to think about every way the customer comes in contact with the company.
C)It produces greater sales impact.
D)It increases consumer involvement.
E)It produces stronger message consistency.

Question 45

Personal selling is the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.Personal selling has three distinctive qualities.These are personal interaction,response,and ________.

A)customization
B)dramatization
C)involvement
D)relevance
E)cultivation

Question 46

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

A)product life cycle
B)marketing mix
C)advertising mix
D)buying process
E)none of the above

Question 47

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated?

A)Clutter
B)Coverage
C)Contribution
D)Commonality
E)Complementarily

Question 48

Communication tools vary in cost-effectiveness at different stages of buyer readiness.________ and publicity play the most important role in the awareness-building stage.

A)Direct marketing
B)Sales promotion
C)Advertising
D)Personal selling
E)"Buzz"

Question 49

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

A)behavior-change
B)purchase
C)action
D)inaction
E)none of the above

Question 50

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

A)delivery and reach
B)awareness and content
C)reach and impact
D)impact and awareness
E)content and delivery

Question 51

Sales promotions tools offer three distinctive benefits to marketers.Among these benefits are communication,invitation,and ________.

A)credibility
B)impersonality
C)exclusion
D)inclusion
E)incentive

Question 52

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

A)objective-and-task method
B)percentage-of-sales method
C)affordable method
D)competitive parity method
E)none of the above

Question 53

________ is/are the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.

A)Direct and interactive marketing
B)Events and experiences
C)Word-of-mouth marketing
D)Personal selling
E)Public relations

Question 54

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.

A)integrated
B)coherent
C)complete
D)comprehensive
E)none of the above

Question 55

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

A)invitation
B)motion
C)sound and sight
D)pervasiveness
E)intrusion

Question 56

A one-time mailing offering a cookware item is an example of a ________.

A)single-vehicle,single-stage campaign
B)direct campaign
C)single-vehicle,multiple-stage campaign
D)multiple-vehicle,multiple-stage campaign
E)none of the above

Question 57

Senior managers want to know the outcomes and revenues resulting from their communications investments.Too often,however,their communications directors supply only ________ and expenses.

A)inputs
B)outputs
C)measures
D)ads
E)none of the above

Question 58

Marketing functions must be coordinated to ensure ________ among communications tools.

A)significant costs
B)power
C)importance
D)incremental costs
E)substitutability

Question 59

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

A)customer contacts
B)relationship selling
C)direct sales contacts
D)increased stock position
E)account management

Question 60

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

A)invitation
B)free
C)high credibility
D)exposure
E)low cost

Question 61

In the macromodel of communication,noise does not affect the communication process between sender and receiver.

Question 62

Communication objectives can be set at any level of the hierarchy-of-effect model.

Question 63

The rapid diffusion of powerful broadband Internet connections,digital video recorders,multipurpose cell phones,and portable music and video players has bolstered the effectiveness of the mass media.

Question 64

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Question 65

All consumers that develop a preference for a given product also display a conviction about buying it.

Question 66

Though we can profile the target audience in terms of any number of market segments,it's often useful to do so in terms of usage and loyalty.

Question 67

Because brand awareness and brand recall operate along the same brand recognition continuum,anything that causes the consumer to notice and pay attention to the brand will enhance brand recall.

Question 68

Every brand contact delivers an impression that can strengthen or weaken a customer's view of the company.

Question 69

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Question 70

Brand recall is easier to achieve than brand recognition.

Question 71

Borrowed-interest approaches to attract attention and create more liking and belief in the sponsor may also detract from comprehension,wear out their welcome fast,and overshadow the product.

Question 72

Two-sided messages are more effective when negative associations must be overcome.

Question 73

The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

Question 74

The "learn-do-feel" model of consumer response models is relevant when the audience has low involvement and perceives little differentiation within the product category.

Question 75

The factors that underlie source credibility include expertise,trustworthiness,and appropriateness.

Question 76

An informational appeal elaborates on product or service attributes or benefits.

Question 77

If a person has a positive attitude toward a source and a message,or a negative attitude toward both,a state of congruity is said to exist.

Question 78

Marketing communications perform many functions for consumers such as telling or showing how and why a product is used,by what kind of person,and where and when.

Question 79

Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product,particularly if the consumer does not have an expressed category need.

Question 80

Attention-getting tactics are often too effective and distract from brand or product claims.