Question 1

Describe the three types of appeals that marketers use.

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Question 2

Why do marketers value opinion leaders?

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Question 3

The communications process should start with mass media advertising in order to reach a large number of consumers.

Accepted Answer

The communications process should start with identifying the target audience and their needs, followed by selecting appropriate channels to reach them (which may or may not include mass media advertising).

Question 4

What are the four major communication functions?

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Question 5

Encoding is the process by which the receiver assigns meaning to symbols.

Accepted Answer

Encoding is the process by which the sender assigns meaning to symbols.

Question 6

The four major communication functions are encoding, decoding, response, and noise.

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Question 7

What role does message format play in print advertisements?

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Question 8

Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments.

Accepted Answer

Advertisements for prescription drugs are required by law to present both the potential benefits and negative side effects of the medication, thus presenting a two-sided argument.

Question 9

Explain how the message source affects consumers' perceptions of the message.

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Question 10

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?

Accepted Answer

Strategic planning is not a part of an IMC strategy but rather a process of defining an organization's objectives and developing strategic plans to achieve those objectives. The other options - public relations, personal selling, direct marketing, and sales promotion - are all key components of an effective integrated marketing communications plan.

Question 11

Decoding is the process by which a sender puts his or her thoughts into a symbolic form.

Accepted Answer

Decoding is the process by which a receiver interprets or understands the symbolic representation of the sender's thoughts. The sender puts his or her thoughts into a symbolic form through encoding.

Question 12

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.

Accepted Answer

The radio spot given by John and Barb Mayes provides a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money, which appeals to rational decision-making rather than emotions or social factors. Therefore, the best choice is C, a rational appeal.

Question 13

In the communication process, what is noise and what is its significance?

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Question 14

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Accepted Answer

Collecting feedback from target audience members is the most appropriate method for determining message recall and comprehension. Asking about message retention, frequency of exposure, and key takeaways from the message can help the marketer understand the effectiveness of their marketing communication.

Question 15

All personal communication channels are controlled directly by the company.

Accepted Answer

Personal communication channels such as personal email or social media accounts belong to the individual employee and are not directly controlled by the company. However, companies can set policies and guidelines regarding the use of such channels for work-related communication.

Question 16

Why is the consumer's field of experience important to a marketer?

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Question 17

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Accepted Answer

This statement accurately describes buzz marketing.

Question 18

Good marketing communications can speed the demise of a poor product.

Accepted Answer

Good marketing communications can create a hype and increase the initial sales of a poor product, but if the product fails to meet the expectations of the customers, negative reviews and word-of-mouth can cause the product to fail quickly.

Question 19

The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.

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Question 20

Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.

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Quiz 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy