Deck 14: Designing and Managing Integrated Marketing Communications

Question 1

Personal selling refers to person-to-person oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Answer 1

False

Question 2

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences

Answer 2

E

Question 3

Which of the following is an example of an advertising platform?

A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs

Answer 3

A

Question 4

If a small Iowa college builds awareness among applicants from Nebraska, increases the target audience's knowledge about its offerings, communicates in a way that makes the target audience like it and prefer it to other colleges, builds intent to apply, and gets the target audience to attend, it is applying a do-feel-learn sequence.

Question 5

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

Question 6

Which of the following is an example of a trade promotion?

A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums

Question 7

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

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

Question 8

Marketers should assume that buyers will pass through the classic hierarchy of affective, cognitive, and behavioral stages, in that order.

Question 9

A "do-feel-learn" response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.

Question 10

Which of the following is an example of a public relations and publicity communication platform?

A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs

Question 11

The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness of the mass media.

Question 12

Which of the following is an example of a word-of-mouth marketing communication platform?

A) chat rooms
B) billboards
C) factory tours
D) incentive programs
E) trade shows

Question 13

Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?

A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion

Question 14

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

Question 15

Which of the following is an example of a personal selling communication platform?

A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits

Question 16

________ refers to the means by which firms attempt to inform, persuade, and remind consumers-directly or indirectly-about the products and brands they sell.

A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning

Question 17

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?

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

Question 18

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?

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 19

All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

A) socks
B) salt
C) real estate
D) gasoline for a car
E) airline tickets

Question 20

In the new communication environment, advertising is often the single most important element of a marketing communications program for sales and building brand and customer equity.

Question 21

Marketing communications budgets tend to be higher when conditions include ________.

A) high channel support
B) hardly any change in the marketing program over time
C) products purchased infrequently and in large quantities
D) differentiated products and nonhomogeneous customer needs
E) easily reachable customers

Question 22

Creative strategies refer to the ________.

A) way marketers translate their messages into a specific communication
B) amount of creative content in a communications message
C) degree of innovation involved in the marketing of a product
D) novelty of a marketing communication
E) type of medium used to deliver a marketing communication

Question 23

Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?

A) It assumes competitors know better than the company's own planners.
B) It results in high communication expenditures irrespective of what the company can afford.
C) It is overly focused on the relationship among communication cost, selling price, and profit per unit.
D) It treats sales as what determines communication, rather than as the result of effective communication.
E) It is too focused on long-range planning.

Question 24

Describe the elements of the marketing communications mix.

Question 25

A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational

Question 26

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?

A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement

Question 27

Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?

A) enhancing brand awareness
B) developing brand attitude
C) increasing brand purchase intention
D) encouraging repeat purchases
E) establishing category need

Question 28

Which of the following ads depict a transformational appeal?

A) Thompson Water Seal can withstand intense rain, snow, and heat
B) DIRECTV offers better HD options than cable or other satellite operators
C) NBA phenomenon LeBron James pitching McDonald's
D) Pringles slogan, "Once You Pop, the Fun Don't Stop"
E) Aleve's message that it offers the longest-lasting pain relief

Question 29

If the Coolest Cooler introduced its cooler to the general market and developed communications around the idea that it was going to develop awareness, interest, evaluation, trial, and then adoption, it would be anticipating a learn-feel-do sequence of consumer responses.

Question 30

Provide a general description of the classic response hierarchy models and two alternatives.

Question 31

Briefly describe the macromodel of the marketing communications process.

Question 32

Gravity is a company that markets customized T-shirts to its customers. Gravity runs an ad that seeks to attract more customers. Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Question 33

Qualities such as candor, humor, and naturalness make a spokesperson ________, which is an important component of spokesperson credibility.

A) likable
B) an expert
C) trustworthy
D) transformational
E) informational

Question 34

Marketing communication strategy can be decided by conducting an image analysis, which profiles the target audience in terms of ________.

A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics

Question 35

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance

Question 36

Personal influence in marketing communications carries great weight when the product being marketed ________.

A) is a convenience item
B) is considered to be safe and risk-free
C) suggests something about the user's status or taste
D) is purchased on a frequent basis
E) is used without being recommended by others

Question 37

Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

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

Question 38

Briefly describe the current marketing communications environment.

Question 39

How do response hierarchies suggest different customer responses to communications about new cars and rice?

Question 40

Receivers of a message generally see a source as credible if they perceive the source to have expertise, trustworthiness, and ________.

A) congruity
B) "borrowed interest" devices
C) likability
D) appeals
E) experience

Question 41

The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.

Question 42

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B) They incorporate an incentive that gives value to the consumer.
C) Given their live, real-time quality, public relations tools are actively engaging for consumers.
D) Public relations communications can be prepared to appeal to the addressed individual.
E) Public relations tools create an immediate, interactive episode between two or more persons.

Question 43

Marco is working on promoting his company's Glazer brand of electronic razors. The company estimates 50 million potential users and sets a target of attracting eight percent of the market. Marco sets an objective of reaching 80 percent of the potential customers with an advertising message that results in 25 percent of the brand-aware prospects trying the Glazer. He further estimates that 40 percent of all triers will become loyal users, and the cost of exposing one percent of the target population to one impression is $4500. What is the advantage of Marco's budgeting method, and why do you think marketers sometimes prefer methods without this advantage?

Question 44

Which of the following statements is True of the role of advertising in business markets?

A) Advertising is unsuitable for explaining a product's features.
B) Business marketers tend to spend comparatively more on advertising.
C) Business buyers consider advertising inappropriate for reaching them.
D) Advertisements can legitimize the company and introduce its products.
E) Salespeople generate leads through personal selling and use advertising for follow-up.

Question 45

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

A) personal selling
B) sales promotion
C) interactive marketing
D) direct marketing
E) events and experiences

Question 46

When asked about their preferred brand of instant noodles outside a supermarket setting, customers could not remember Nissin's name, but relied on the distinct packaging to help them spot the noodles while shopping. Identify the basic communication objective that is most important in this situation, and suggest a way Nissin could address that objective.

Question 47

When does personal influence carry the most weight?

Question 48

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.

A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building

Question 49

What are the steps involved in developing effective marketing communications?

Question 50

Identify three different types of personal communication channels.

Question 51

One-sided presentations that praise a product are found to be more effective than two-sided arguments that also mention shortcomings.

Question 52

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing

Question 53

The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

Question 54

Compare and contrast the use of negative and positive appeals in advertising messages.

Question 55

Which of the following benefits is offered by sales promotion tools?

A) Sales promotion tools are more authentic and credible to buyers than advertising.
B) Sales promotion tools can reach prospects who prefer to avoid mass media.
C) Sales promotion tools are typically an indirect form of "soft-sell," so customers welcome them.
D) Sales promotion tools provide an incentive that gives value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.

Question 56

Problem removal and normal depletion are examples of positively oriented relevant brand needs.

Question 57

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences

Question 58

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

A) sales promotion and advertising
B) advertising and personal selling
C) publicity and personal selling
D) reminder advertising and publicity
E) sales promotion and personal selling

Question 59

An ad agency has landed an account for Savola, a brand of healthy cooking oil. Describe how the ad can effectively incorporate negative appeals in its messages.

Question 60

Luke is considering the various options available to him to promote an energy drink, Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity

Question 61

In general, personal selling is one of the most helpful tools for closing sales.

Question 62

Briefly describe approaches to measuring the results of marketing communications.

Question 63

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing

Question 64

Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing?

A) remind end-consumers about the product
B) increase stock position
C) build enthusiasm
D) conduct missionary selling
E) manage key accounts

Question 65

Advertising can build up a long-term image for a product or trigger quick sales.

Question 66

What is integrated marketing communications? What is its significance in the current marketing environment?

Question 67

How is coordination of media achieved through integrated marketing communications?

Question 68

The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action.

A) sales promotions
B) personal selling
C) advertising
D) direct and interactive marketing
E) events

Question 69

Preparing separate, unrelated online and offline communications improves consistency by sending distinct messages.

Question 70

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Question 71

What are the major characteristics of sales promotions as an element of the marketing communications mix?

Question 72

Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________.

A) sales promotions
B) events and experiences
C) advertising
D) direct and interactive marketing
E) personal selling

Question 73

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Question 74

As Ben manages communications for his company's watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue?

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

Question 75

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

A) Brand engagement
B) Integrated marketing communications
C) Market research
D) Customerization
E) Marketing research

Question 76

A drawback of public relations is that is does not reach prospects who prefer to avoid mass media and targeted promotions.

Question 77

Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

Question 78

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

Question 79

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

Question 80

What is the role of advertising as a communications tool in marketing for business markets?