Question 1

Consumer research has indicated that your target markets' consumers are aware of your product, have sufficient knowledge of the product's capabilities, like the product and established a preference for it, but have not developed a ________ about buying it.

Accepted Answer

The blank in the sentence represents a lack of conviction, meaning that even though consumers are aware of and like the product, they have not built up the confidence in the product to actually make a purchase. Option A, purchase, does not make sense in this context because the sentence suggests that consumers have not yet made a purchase. Option B, preference, is already established in the sentence as something that the consumers have. Option D, cognitive response, refers to the mental processes of thinking and reasoning, but doesn't fit the context of the sentence. Similarly, option E, liking, is already mentioned as something consumers have. Therefore, option C, conviction, is the best choice.

Question 2

A well-chosen celebrity can draw attention to a product or brand. The choice of the celebrity is critical. The most important factor is the celebrity's

Accepted Answer

The credibility of a celebrity is crucial because it influences how much the audience trusts the endorsement, making it more likely to impact consumer behavior positively.

Question 3

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 using various short-term incentives such as discounts, coupons, samples, and contests to encourage customers to try or purchase a product or service. Advertising, direct marketing, public relations, and personal selling are other elements of the marketing communications mix but are not focused on providing short-term incentives.

Question 4

Formulating the communications to achieve the desired response will require solving three problems: message strategy, creative strategy, and

Accepted Answer

The three problems in formulating communications are message strategy, creative strategy, and message source. Message source refers to the person or entity delivering the message, which can significantly impact the effectiveness of the communication.

Question 5

The eight steps in developing effective communications starts with the basics: identifying the target audience, determining the objectives, designing the communications, ________, and establishing the budget.

Accepted Answer

The answer of The eight steps in developing effective communications...

Question 6

In developing effective communications, the first step that you have to take is to identify your target audience. It is often useful to define target audience in terms of ________ and loyalty.

Accepted Answer

Defining target audience in terms of usage and loyalty helps to understand their behavior with the product or service being marketed. It helps in tailoring the communication message and channels to cater to the needs and preferences of the audience, ultimately leading to more effective communication. Personality, reach, exposure, and image may also be relevant factors to consider, but usage and loyalty are more directly related to the success of communication efforts.

Question 7

Communicators use ________ appeals such as fear, guilt, and shame to get people to do things or stop doing things.

Accepted Answer

The answer of Communicators use ________ appeals such as fear,...

Question 8

John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego, and _______ satisfaction.

Accepted Answer

The four types of reward that John Maloney identified were rational, social, ego, and sensory satisfaction. Therefore, the best answer is C, which is the only option that fits this classification. A, B, D, and E do not correspond to any of these rewards.

Question 9

We can also conduct ________ analysis by profiling the target audience in terms of brand knowledge.

Accepted Answer

Image analysis involves profiling the target audience in terms of their perceptions, attitudes, and knowledge about a brand, which aligns with assessing brand knowledge.

Question 10

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________.

Accepted Answer

The third component of source credibility is expertise, not reputation, experience, age, or celebrity status. Trustworthiness and likability are also crucial factors, but expertise is particularly important when it comes to promoting products or services that require some level of technical or specialized knowledge. A well-respected expert or authority figure can enhance the persuasiveness of a message, even if they are not particularly attractive or popular.

Question 11

Paul Hogan's Aussie ruggedness personified ________ for the Subaru Outback wagon.

Accepted Answer

The sentence suggests that Paul Hogan's ruggedness personified a key product attribute for the Subaru Outback wagon, meaning that his image was strongly associated with the car's features and benefits. Options A, B, D, and E are not explicitly mentioned in the sentence.

Question 12

The commercials for pain remedies that promise quick relief to your "aches and pains" is an example of what type of creative strategy?

Accepted Answer

The commercials are emphasizing the information about the product and how it can provide relief to one's aches and pains.

Question 13

Establishing a product category, such as electric cars, as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a

Accepted Answer

Establishing a product category, such as electric cars, as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state points towards a category need.

Question 14

________ 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

The description matches the definition of interactive marketing, which involves using online tools and platforms to engage with customers and prospects, build brand awareness, and drive sales. Options A, B, D, and E are also part of the marketing communications mix, but they do not specifically involve online activities.

Question 15

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

Accepted Answer

The answer of Communicators use positive emotional appeals to attract...

Question 16

The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

Accepted Answer

The hierarchy-of-effects model includes the stages of awareness, knowledge, liking, preference, conviction, and purchase, where "preference" follows "liking".

Question 17

Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.

Accepted Answer

The two broad categories of creative strategies are informational appeals, which focus on providing facts and information about the product, and transformational appeals, which aim to create an emotional connection with the consumer. Branded entertainment, individualization, and advertorials are all specific tactics that can be used within these categories, but they are not themselves overarching categories of creative strategy. Point-of-purchase is another specific tactic, but it doesn't fit within the broader spectrum of creative strategy. Therefore, the best choice is B, transformational.

Question 18

In micromodels of marketing communications, which of the four classic response hierarchy models includes trial and adoption in the behaviour stage?

Accepted Answer

The innovation-adoption model includes trial and adoption in the behavior stage, focusing on how consumers adopt new products or innovations through stages including awareness, interest, evaluation, trial, and adoption.

Question 19

The famous VW commercial with its famed the tag line "Drivers Wanted" is an example of

Accepted Answer

The tagline "Drivers Wanted" invokes a transformational appeal, by making the audience feel like owning a Volkswagen can enhance their lifestyle and identity.

Question 20

________ 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

Personal selling involves face-to-face interaction with customers, while sales promotion and advertising are forms of non-personal communication. Public relations involves managing an organization's reputation and relationships with stakeholders through publicity and other communications. Word-of-mouth marketing, on the other hand, involves leveraging satisfied customers to spread positive messages about a product or service to others.

Quiz 17: Designing and Managing Integrated Marketing Communications