Question 1

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost, selling price, and profit per unit.

Accepted Answer

The percentage-of-sales budgeting method requires managers to allocate a fixed percentage of sales revenue towards various expenses, including communication costs. As a result, managers must consider the impact of communication costs on the selling price and ultimately the profit per unit.

Question 2

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

Accepted Answer

This statement is true. Personal communications channels rely on personalized presentation and interaction to be effective, and examples include direct marketing, word-of-mouth marketing, and personal selling.

Question 3

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

Accepted Answer

Public relations involves a variety of tactics, including media relations, but it also includes events, sponsorships, community outreach, and other methods that can reach audiences who may avoid traditional mass media and marketing promotions.

Question 4

Advertising allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

Advertising is a tool used by companies to promote their products or services to potential customers. It not only informs customers about the availability and features of the product, but also allows them to compare the offerings and prices of various competitors. This helps buyers to make better informed purchase decisions.

Question 5

What are the elements of the marketing communications mix?

Accepted Answer

The answer of What are the elements of the marketing...

Question 6

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.

Accepted Answer

Media coordination through multiple-vehicle, multiple-stage campaigns is an effective strategy to increase message reach and impact by combining personal and nonpersonal communication channels.

Question 7

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

Accepted Answer

While advertising and publicity can be helpful in creating awareness and generating interest in a product, they are not the most important factors in the conviction stage. At this stage, the buyer is evaluating different options and considering the benefits and drawbacks of each. Factors such as product reviews, word-of-mouth referrals, and the reputation of the brand are more influential in convincing a buyer to make a purchase.

Question 8

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

Accepted Answer

The percentage-of-sales method bases the budget on a fixed percentage of past or projected sales, not directly on market opportunities or the availability of funds.

Question 9

The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

Accepted Answer

The principle of congruity suggests that a communicator's positive image can be used to reduce negative feelings towards a brand, but in the process, the communicator may risk losing some esteem with the audience due to perceived self-interest.

Question 10

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

Accepted Answer

In the growth stage, the product has already established a foothold in the market and consumers are becoming more aware of its benefits. Through positive word of mouth, satisfied customers are likely to spread the word and generate more demand. Interactive marketing, such as social media, can also help to increase awareness and generate buzz around the product, further driving demand.

Question 11

Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

Accepted Answer

When there is much change in the marketing program over time and more complex customer decision making, there is a need for more extensive and targeted communication to inform customers and persuade them to make a purchase. This requires a higher budget for marketing communications.

Question 12

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

Accepted Answer

Personal influence tends to carry more weight for products that are expensive, have high perceived risk, or are infrequently purchased, as consumers often seek advice or validation from others when making such significant decisions.

Question 13

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

Accepted Answer

The affordable method sets the promotion budget based on what the company can afford, without considering the role of promotion as an investment or its immediate impact on sales volume.

Question 14

The most highly credible source would score high on at least two of the three dimensions-expertise, trustworthiness, and likability.

Accepted Answer

The answer of The most highly credible source would score...

Question 15

By using full-service marketing communications agencies, integrated and more effective marketing communications at a much lower total communications cost can be achieved.

Accepted Answer

Full-service marketing communications agencies offer a wide range of services and expertise, allowing for seamless integration and coordination of marketing communications efforts, resulting in greater effectiveness and efficiency at a lower cost.

Question 16

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

Accepted Answer

The two-step flow theory proposes that information and ideas flow from mass media to opinion leaders, who then disseminate them to a wider population. It does not necessarily support the notion of a trickle-down or trickle-up effect from mass media on consumption styles.

Question 17

In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

Accepted Answer

Personal selling is most effective when dealing with products or services that are more complicated or expensive, as this allows the salesperson to provide in-depth information and address any concerns the buyer may have. Additionally, in markets with fewer and larger sellers, personal selling can help build relationships and create a competitive advantage.

Question 18

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

Accepted Answer

Two-step communication theory suggests that mass communicators should target opinion leaders who can influence others rather than trying to reach everyone directly. This helps in reaching a larger audience through a more efficient and effective way.

Question 19

Briefly describe the current marketing communications environment.

Accepted Answer

The answer of Briefly describe the current marketing communications environment....

Question 20

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

Accepted Answer

Mass media can stimulate personal communication by providing topics or information for people to discuss with each other, leading to interpersonal interactions and conversations. For example, a news article or a viral social media post can spark conversations among friends, family, or colleagues. Therefore, while personal communication is often more effective in transmitting messages and building relationships, mass media can play a role in facilitating or encouraging personal communication.

Quiz 17: Designing and Managing Integrated Marketing Communications