Question 1

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Accepted Answer

Celebrities who are seen as credible in the eyes of consumers or who embody a key attribute of a product are more likely to be effective endorsers. This is because they bring a level of trust and relatability to the promotion of the product, which can increase consumer interest and purchase intent. However, if a celebrity is not seen as credible or relevant to the product, their endorsement may have little impact on consumer behavior.

Question 2

Motivational or "borrowed interest" devices-such as the presence of cute babies,frisky puppies,popular music,or provocative sex appeals-are often employed to attract attention and raise involvement with an ad.

Accepted Answer

Motivational or borrowed interest devices are commonly used in advertising to capture the audience's attention and engage them with the content. These may include cute babies, playful puppies, catchy music, or seductive imagery.

Question 3

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Accepted Answer

Two-sided messages, which present both the positive and negative aspects of a message, are more effective with audiences who are more educated and those who are initially opposed. This is because these audiences have the ability and motivation to process the information presented in the message and make an informed decision. However, for audiences who are already in favor of the message, a one-sided message may be more effective.

Question 4

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 involves determining a certain percentage of sales revenue to allocate towards communication costs. This encourages management to consider how their communication expenses will affect their selling price and ultimately their profit per unit.

Question 5

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

Accepted Answer

Public relations can use tactics such as personalized outreach and influencer campaigns to reach specific niche audiences who may not respond to traditional mass media and promotions.

Question 6

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 can use their positive image to improve the audience's attitude towards a brand or product. However, this may come at the cost of the audience's perception of the communicator's authenticity or credibility. Therefore, using one's good image to reduce negative feelings towards a brand can result in a trade-off between audience esteem and brand perception.

Question 7

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

Accepted Answer

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Question 8

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 provide information or content that can spark a conversation between people, increasing the likelihood of personal communication. For example, after watching a news program or reading an article, individuals may discuss the topic with friends or family. Therefore, mass media can be a catalyst for personal communication.

Question 9

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 10

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 across and within different types of media can be effective in reaching a wider audience and maximizing the impact of a marketing message. Combining personal and nonpersonal communication channels through multi-vehicle, multi-stage campaigns can increase the reach and impact of the message.

Question 11

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

Accepted Answer

During the growth stage of a product's life cycle, demand increases rapidly due to a combination of factors such as positive word of mouth, interactive marketing, and increasing brand awareness. This creates a self-sustaining momentum in demand, which leads to an increase in sales and profits.

Question 12

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

Personal communications channels are based on personalized presentation and feedback, which includes direct and interactive marketing, word of mouth marketing, and personal selling. Therefore, the statement is true.

Question 13

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

Accepted Answer

This is the basic premise of two-step communication theory. Mass communicators target influential opinion leaders who can then disseminate the message to a broader audience.

Question 14

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

Accepted Answer

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Question 15

Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active,youthful people uses a transformational appeal as its creative strategy.

Accepted Answer

The transformational appeal is evident in the "Drivers Wanted" campaign as it promotes a lifestyle and identity that the target audience aspires to have.

Question 16

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

Accepted Answer

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Question 17

What are the steps involved in developing effective marketing communications?

Accepted Answer

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Question 18

What are the elements of the marketing communications mix?

Accepted Answer

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Question 19

How is coordination of media achieved through integrated marketing communications?

Accepted Answer

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Question 20

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

Accepted Answer

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Quiz 15: Designing and Managing Integrated Marketing Communications