Question 1

Although personal communication is often more effective than mass communication,mass media might be the major means of stimulating personal communication.

Accepted Answer

A) True 
 B)False  True

Question 2

Personal influence carries especially great weight when products are inexpensive,risk-free,or purchased frequently.

Accepted Answer

A) True 
 B)False  False

Question 3

________ is an element of the marketing communications mix that involves people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

A)   Personal selling
B)   Sales promotion
C)   Word of mouth marketing
D)   Public relations
E)   Advertising C

Question 4

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Accepted Answer

A) True 
 B)False

Question 5

Top Gear is an award-winning British television series about motor vehicles,mainly cars.It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance,their prices,and other factors.Which of the following personal communications channels is Top Gear closest to in description?

Accepted Answer

A)   expert channel
B)   formal channel
C)   social channel
D)   sponsored channel
E)   advocate channel

Question 6

________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.

Accepted Answer

A)   Likability
B)   Expertise
C)   Experience
D)   Trustworthiness
E)   Compassion

Question 7

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Accepted Answer

A) True 
 B)False

Question 8

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Accepted Answer

A) True 
 B)False

Question 9

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Trent,the chief financial officer to decide on the company's marketing communications budget.They decide to trust in the prevailing collective wisdom of the industry as a whole,and not wanting to instigate a communications war,settle on spending only as much as their nearest market rival does on marketing communications.What method did Kelly and Trent use to arrive at the marketing communications budget?

Accepted Answer

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

Question 10

Which of the following is an example of an interactive marketing communication platform?

Accepted Answer

A)   product demonstrations
B)   factory tours
C)   company museums
D)   TV shopping
E)   community relations

Question 11

Which of the following is the correct order of stages that a buyer is assumed to pass through,by the four classic response hierarchy models?

Accepted Answer

A)   cognitive stage-affective stage-behavioral stage
B)   affective stage-cognitive stage-behavioral stage
C)   behavioral stage-affective stage-cognitive stage
D)   cognitive stage-behavioral stage-affective stage
E)   affective stage-behavioral stage-cognitive stage

Question 12

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Accepted Answer

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

Question 13

According to the hierarchy-of-effects model,which of the following corresponds to the affective stage that a buyer passes through?

Accepted Answer

A)   attention
B)   exposure
C)   reception
D)   adoption
E)   conviction

Question 14

How is coordination of media achieved through integrated marketing communications?

Accepted Answer

The answer of How is coordination of media achieved through...

Question 15

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

Accepted Answer

A)   feedback
B)   noise
C)   receiver
D)   message
E)   sender

Question 16

In the growth stage of a product's life cycle,demand has its own momentum through word of mouth and interactive marketing.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is true of the two-step approach to mass communications?

Accepted Answer

A)   The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.
B)   Communications through mass media bypasses opinion leaders and reaches the individual buyers.
C)   The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.
D)   According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
E)   Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.

Question 18

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor via print,broadcast,network,electronic,and display media?

Accepted Answer

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

Question 19

What are the steps involved in developing effective marketing communications?

Accepted Answer

The answer of What are the steps involved in developing...

Question 20

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers,for both individual consumers and businesses.Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?

Accepted Answer

A)   learn-do-feel
B)   feel-learn-do
C)   do-feel-learn
D)   feel-do-learn
E)   do-learn-feel

Exam 15: Designing and Managing Integrated Marketing Communications

Although personal communication is often more effective than mass communication,mass media might be the major means of stimulating personal communication.

Personal influence carries especially great weight when products are inexpensive,risk-free,or purchased frequently.

________ is an element of the marketing communications mix that involves people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Which of the following is an example of an interactive marketing communication platform?

Which of the following is the correct order of stages that a buyer is assumed to pass through,by the four classic response hierarchy models?

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

According to the hierarchy-of-effects model,which of the following corresponds to the affective stage that a buyer passes through?

How is coordination of media achieved through integrated marketing communications?

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

In the growth stage of a product's life cycle,demand has its own momentum through word of mouth and interactive marketing.

Which of the following statements is true of the two-step approach to mass communications?

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor via print,broadcast,network,electronic,and display media?

What are the steps involved in developing effective marketing communications?

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers,for both individual consumers and businesses.Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?