Question 1

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

Accepted Answer

The stage in the product life cycle is a crucial factor in developing the communications mix. Different stages may require different types of communication, for example, in the introduction stage, companies may focus more on advertising and public relations to create awareness, while in the maturity stage, sales promotions and personal selling may be more effective in sustaining sales. The other options are not directly relevant to developing the communications mix.

Question 2

________ is/are the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.

Accepted Answer

Personal selling is the most effective tool at later stages of the buying process as it allows for direct interaction between the buyer and seller, building up buyer preference through tailored communication, providing persuasive convictions to overcome objections, and encouraging action through closing the sale.

Question 3

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

Accepted Answer

The method mentioned in the question, where promotion expenditures are set as a percentage of current or anticipated sales, is called the percentage-of-sales method.

Question 4

Companies must allocate the marketing communications budget over the eight major modes of communication,including-advertising,sales promotion,public relations,events,sales force,interactive marketing,word-of-mouth,and ________.

Accepted Answer

Direct marketing is one of the major modes of communication that companies use to allocate their marketing communications budget.

Question 5

Personal selling is the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.Personal selling has three distinctive qualities.These are personal interaction,response,and ________.

Accepted Answer

The answer of Personal selling is the most effective tool...

Question 6

Communication tools vary in cost-effectiveness at different stages of buyer readiness.________ and publicity play the most important role in the awareness-building stage.

Accepted Answer

Advertising is most effective in building awareness as it can reach a large audience quickly and create a strong initial impression.

Question 7

Which of the following is NOT one of the advantages of having an integrated marketing communications program

Accepted Answer

Increased consumer involvement is actually one of the advantages of having an integrated marketing communications program.

Question 8

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

Accepted Answer

Using multiple media channels increases the reach of a message, as it enables targeting different audiences and reaching those who prefer different types of media. This, in turn, increases the overall impact of the message. A tightly defined time frame ensures that the message is delivered consistently across all channels, which increases the overall reach and impact. Content delivery is also enhanced by using multiple media channels, but this is not the primary goal of a multiple media campaign.

Question 9

Marketing functions must be coordinated to ensure ________ among communications tools.

Accepted Answer

Coordination among marketing functions is necessary to ensure substitutability among communications tools, meaning that each tool can be used to achieve the same goal and can be replaced by another tool if necessary. This allows for flexibility in the marketing strategy and ensures that resources are used efficiently. Significant costs, power, importance, and incremental costs are not necessarily factors that need to be coordinated among communications tools.

Question 10

Sales promotions tools offer three distinctive benefits to marketers.Among these benefits are communication,invitation,and ________.

Accepted Answer

Sales promotion tools offer incentives to encourage customers to purchase a product. These incentives can include discounts, free samples, loyalty programs, and other promotions that encourage customers to try a product or service.

Question 11

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated

Accepted Answer

Clutter is not one of the six criteria used to determine whether communications are truly integrated. The six criteria are coverage, contribution, commonality, complementarity, convenience, and cost-effectiveness.

Question 12

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

Accepted Answer

Pervasiveness refers to the ability of advertising to reach a wide audience through various channels such as TV, radio, print, online, and outdoor media. This helps build a long-term image for the product among the masses. The other options are not necessarily associated with advertising as a key quality.

Question 13

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

Accepted Answer

Behavior-change measures capture the real payoff as they reflect the ultimate goal of communications investment, which is to influence consumer behavior.

Question 14

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

Accepted Answer

The answer of An effectively trained company sales force can...

Question 15

Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.

Accepted Answer

The statement in the question is referring to the competitive-parity method of promotions budgeting, where companies set their budget based on achieving share-of-voice parity with competitors. The other methods mentioned in the question (objective-task, percentage-of-sales, affordable, and comparable) do not specifically address competition in setting the promotions budget.

Question 16

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

Accepted Answer

Public relations and publicity are often seen as having high credibility because they are perceived as more trustworthy than paid advertising, as they are not directly paid for by the company.

Question 17

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

Accepted Answer

Complementarity refers to the degree to which different communication options enhance and support each other. It suggests that using multiple communication options in tandem can be more powerful than using them individually, and can create a more comprehensive and cohesive message.

Question 18

Senior managers want to know the outcomes and revenues resulting from their communications investments.Too often,however,their communications directors supply only ________ and expenses.

Accepted Answer

The senior managers are interested in outcomes and revenues, which are represented by outputs in the context of communications investments. The option "inputs" refers to the resources or activities dedicated to achieving the desired results, while "measures" could be a possible answer but is less specific than "outputs." Finally, "ads" and "none of the above" are not appropriate choices as they do not accurately address the scenario presented in the question.

Question 19

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.

Accepted Answer

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

Question 20

A one-time mailing offering a cookware item is an example of a ________.

Accepted Answer

A one-time mailing offering a cookware item is a single-vehicle, single-stage campaign because it uses one method (mailing) and occurs in one stage (one-time).

Quiz 17: Designing and Managing Integrated Marketing Communications