Question 1

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

Accepted Answer

Personal selling refers to the process of one-on-one communication between a salesperson and a prospective customer. Sales presentations are a classic example of personal selling communication platforms, as they allow salespeople to directly engage with their audience and tailor their message to the individual's needs and interests. The other options listed are not examples of personal selling, as they involve mass communication methods that are not tailored to the needs of individual customers.

Question 2

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?

Accepted Answer

Noise refers to random and competing messages that may interfere with the intended communication, causing distortion or disruption. The other options in the macromodel of the communications process refer to different aspects of the communication process itself, such as feedback, signal strength, timing, and perception.

Question 3

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations,answering questions,and procuring orders?

Accepted Answer

Personal selling involves face-to-face interaction with prospective purchasers to make presentations, answer questions, and procure orders. Advertising involves using mass media to promote products or services, sales promotion involves short-term incentives to encourage purchases, word-of-mouth marketing involves promoting products through customer recommendations, and public relations involves managing a company's reputation with the public.

Question 4

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

Accepted Answer

A communications audit is a comprehensive review of all the communication channels and touchpoints that a company has with its customers. It provides a detailed understanding of the current communications landscape and helps identify areas that need improvement or new opportunities. Therefore, a communications audit is the starting point in planning marketing communications. Option A is incorrect because a marketing budget is a financial plan for marketing activities, which comes after the communications audit. Option C is incorrect because while market research is a crucial element in developing effective marketing communications, it is not the starting point. Option D is incorrect because a publicity campaign is a specific type of marketing communications, and it assumes that you have already identified the overall communications landscape. Option E is incorrect because a product launch is a specific event that occurs after the planning of marketing communications.

Question 5

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

Accepted Answer

TV shopping is a direct marketing communication platform where products are demonstrated and sold directly to consumers through television advertising. Choices A, B, C, and E are not direct marketing communication platforms but rather marketing strategies that focus on promotion, public relations, and branding.

Question 6

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

Accepted Answer

The answer of Which of the following is an example...

Question 7

In this new communications environment,although ___________ is often a central element of a marketing communications program.

Accepted Answer

Advertising is often a central element in a marketing communications program in the new communications environment, as it allows for the efficient and widespread distribution of messages to target audiences through various media channels. Additionally, with the rise of digital advertising and social media platforms, advertising has become even more essential for reaching and engaging with consumers. While the other options (direct marketing, public relations, personal selling, sales promotion) may also play important roles in a marketing communications program, they may not necessarily be as central or effective in the current communications landscape.

Question 8

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

Accepted Answer

The description provided in the question clearly points towards marketing communications as the correct answer. Marketing communications encompasses various methods through which businesses communicate with consumers to promote their products and brands, including advertising, sales promotions, public relations, and personal selling.

Question 9

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

Advertising refers specifically to paid, nonpersonal presentations of promotion through media channels. Personal selling involves face-to-face communication between a salesperson and a potential customer. Sales promotion refers to short-term incentives to encourage purchases such as coupons or discounts. Direct marketing involves reaching out to consumers directly, often through email or mail campaigns. Public relations involves creating a positive image for a company through media coverage and public events.

Question 10

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

Sales promotion involves short-term incentives such as coupons, discounts, and contests to encourage customers to make a purchase or try a product. The other options may involve incentives or persuasion, but not necessarily in the short term or through direct promotion.

Question 11

Which of the following is an example of an events and experiences platform?

Accepted Answer

The answer of Which of the following is an example...

Question 12

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

Accepted Answer

The answer of Which of the following is an example...

Question 13

Which of the following is an example of a sales promotion communication platform?

Accepted Answer

The answer of Which of the following is an example...

Question 14

Which of the following elements of the marketing communication mix involves use of mail,telephone,fax,email,or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Accepted Answer

Direct marketing involves using various channels like mail, telephone, fax, email, or internet to directly communicate with specific customers and prospects to solicit a response or dialogue. Advertising is a paid form of promotion through various media channels to promote a product or service. Personal selling involves face-to-face interaction with customers to sell a product or service. Public relations involves managing the reputation of a company by communicating with various stakeholders. Sales promotion involves offering incentives or discounts to customers to promote a product or service.

Question 15

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

Accepted Answer

Events and experiences are the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers. Publicity campaigns, trade promotions, advertisements, and public relations are also important marketing communications tools, but they do not necessarily involve direct interactions with consumers in the way that events and experiences do.

Question 16

________ 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

Word-of-mouth marketing is a communication strategy that relies on people-to-people oral, written, or electronic communications to spread the word about a product or service. This can include customer reviews, social media posts, or personal recommendations. It's a powerful tool because people trust the opinions of their friends and family more than they trust traditional advertising.

Question 17

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness,improve image,or elicit sales of products and services.

Accepted Answer

Interactive marketing involves online activities and programs to engage customers and improve sales of products and services. Personal selling involves face-to-face communication, direct marketing involves direct communication with targeted individuals, sales promotion involves short-term incentives to purchase, and public relations involves managing and improving the image of a company or organization.

Question 18

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Accepted Answer

Marketers should evaluate communication options based on their efficiency in reaching the target audience and generating brand awareness and positive associations. Popularity, innovativeness, technological sophistication, and novelty are all important factors to consider, but ultimately, the chosen communication option should result in the most effective and efficient communication of the brand's message to its target audience.

Question 19

Marketing communication activities contribute to ____________.

Accepted Answer

Marketing communication activities such as advertising, public relations, and sales promotion contribute to building brand equity by creating brand awareness, enhancing brand image and reputation, and establishing brand loyalty. This in turn leads to increased sales and revenue for the company. While marketing communication activities may also contribute to public relations and awareness of competition, the primary objective is to build and strengthen the brand. Economic growth may be a result of increased sales and revenue generated through effective marketing communication activities, but it is not a direct contribution.

Question 20

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?

Accepted Answer

Public relations and publicity includes programs that promote and protect a company's image or individual product communications to a variety of audiences, both internally and externally. Direct marketing, personal selling, advertising, and sales promotion are more focused on specific target audiences and have different goals and tactics.

Quiz 17: Designing and Managing Integrated Marketing Communications

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

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?

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations,answering questions,and procuring orders?

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

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

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

In this new communications environment,although ___________ is often a central element of a marketing communications program.

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

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?

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?

Which of the following is an example of an events and experiences platform?

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

Which of the following is an example of a sales promotion communication platform?

Which of the following elements of the marketing communication mix involves use of mail,telephone,fax,email,or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

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

________ 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.

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness,improve image,or elicit sales of products and services.

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Marketing communication activities contribute to ____________.

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?