Question 1

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

Accepted Answer

Public relations and publicity are built on the idea that news stories and features about a company's product are more credible and trustworthy to readers than advertisements. Therefore, the best choice is E ("credible").

Question 2

When Chipotle entered the Manhattan market,it gave burritos away to 6,000 people,anticipating that the event would create sufficient buzz to get the store on its feet after opening.This is an example of ________ marketing.

Accepted Answer

The answer of When Chipotle entered the Manhattan market,it gave...

Question 3

We find that 80% of the consumers in the total market are aware of brand A,60% have tried it,and only 20% who have tried it are satisfied.This indicates that the communications program is effective in creating awareness,but the product fails to meet consumer ________.

Accepted Answer

The fact that only 20% of consumers who have tried Brand A are satisfied indicates that the product is not meeting their expectations. Therefore, the best choice is E, expectations.

Question 4

In terms of source credibility,why would a medical doctor have greater source credibility as a spokesperson speaking about the effects of a new drug than a retired actor would? What are the three characteristics of source credibility?

Accepted Answer

The answer of In terms of source credibility,why would a...

Question 5

Consumers are more likely to recognize Stouffer's distinctive orange packages than recall the brand.When is brand recall important and when is brand recognition important?

Accepted Answer

The answer of Consumers are more likely to recognize Stouffer's...

Question 6

List the major ways that marketing communications activities contribute to brand equity.

Accepted Answer

The answer of List the major ways that marketing communications...

Question 7

The macromodel of the communications process includes nine elements.Diagram the nine elements in the communications process.

Accepted Answer

The answer of The macromodel of the communications process includes...

Question 8

Communications that use cute babies,puppies,or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad.What are some of the usages for "borrowed-interest" devices?

Accepted Answer

The answer of Communications that use cute babies,puppies,or provocative sex...

Question 9

Communications-mix allocations vary between consumer and business markets.Consumer marketers tend to spend comparatively more on sales promotion and advertising;business marketers tend to spend comparatively more on ________.

Accepted Answer

Business marketers tend to spend more on personal selling as they often have to engage in relationship building with their clients and customers, and personal selling allows for direct communication and tailored solutions to meet specific business needs.

Question 10

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1)forging direct relationships with customers and (2)building a database of its best customers.This is an example of ________.

Accepted Answer

The answer of Dannon makes it a priority to drive...

Question 11

When a communications director presents senior management with such things as press clipping counts,the number of ads placed,media costs,and such,he is supplying ________.

Accepted Answer

The communications director is supplying outputs (press clipping counts, number of ads placed) and expenses (media costs), which fall under the category of outputs and expenses.

Question 12

In assessing the collective impact of an IMC program,the marketer's overriding goal is to create the most effective and efficient communications program possible.The criterion of ________ is the proportion of the audience reached by each communication option employed,as well as how much overlap exists among communication options.

Accepted Answer

Coverage refers to the proportion of the audience reached by each communication option employed, as well as how much overlap exists among communication options. Therefore, this is the most appropriate criterion for assessing the collective impact of an IMC program.

Question 13

In describing the experience of using Coast soap for the first time ("The Eye Opener!"),we are describing a nonproduct benefit or image.This is the definition of what type of appeal?

Accepted Answer

The answer of In describing the experience of using Coast...

Question 14

Which of the following statements best describes findings by Osgood and Tannenbaum related to congruity?

Accepted Answer

Osgood and Tannenbaum's findings suggest that attitude change will take place in a way that increases the amount of congruity between two evaluations. This means that people tend to change their attitudes to make them more consistent with their existing beliefs and values, rather than the opposite.

Question 15

John Maloney saw buyers as expecting one of four types of reward from a product: rational,sensory,social,or ego satisfaction.Crossing these four types of rewards with the three types of experience generates 12 types of messages.Explain the phrase "Real beer taste in a great light beer."

Accepted Answer

The answer of John Maloney saw buyers as expecting one...

Question 16

Dramatic changes in the way consumers interact with media have eroded the effectiveness of the mass media.What two forces are to blame for the reduced effectiveness of mass media?

Accepted Answer

The answer of Dramatic changes in the way consumers interact...

Question 17

Micromodels of marketing communications concentrate on consumers' specific response to communications.List the four classic response hierarchy models.

Accepted Answer

The answer of Micromodels of marketing communications concentrate on consumers'...

Question 18

A well-chosen celebrity can draw attention to a product or brand but also poses certain risks.Identify three of those risks.

Accepted Answer

The answer of A well-chosen celebrity can draw attention to...

Question 19

A visit by a textbook publisher's sales representative is an example of ________.

Accepted Answer

The answer of A visit by a textbook publisher's sales...

Question 20

For a Citibank campaign to market home equity loans,the bank used "mail plus coupon plus 800 number plus outbound telemarketing plus print advertising." This kind of campaign is known as a ________.

Accepted Answer

The answer of For a Citibank campaign to market home...

Quiz 17: Designing and Managing Integrated Marketing Communications