Question 1

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

Accepted Answer

The two-step flow theory actually suggests that opinion leaders play a more important role in influencing consumption styles than mass media. These opinion leaders receive information from media sources and then pass it on to their peers, who may in turn adopt these styles.

Question 2

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

Accepted Answer

Integrated marketing communications involves coordinating all promotional elements and activities to communicate a consistent message and enhance the overall effectiveness of a marketing campaign.

Question 3

The competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

Accepted Answer

The competitive-parity method of promotions budgeting is not a foolproof method for preventing promotion wars. It involves setting the promotions budget based on what competitors are spending, and if a competitor suddenly increases their budget, it may lead to a promotion war. Other factors such as market conditions and consumer behavior also play a role in the occurrence of promotion wars.

Question 4

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

Accepted Answer

Advertising campaigns can create brand recognition and awareness among potential customers, making them more receptive to direct sales pitches. The attitudes and perceptions generated by advertising can also influence the customer's decision-making process during a direct sales pitch, increasing the likelihood of a successful sale.

Question 5

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.

Accepted Answer

Yes, in assessing the collective impact of an IMC program, the main objective is to create the most effective and efficient communication program possible. This is done through evaluating the effectiveness of various marketing communications tactics and channels, identifying areas for improvement, and refining the strategy to achieve the desired outcomes.

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 message will be more effective if the communicator's image is congruent with the message being communicated. However, in some cases, using a communicator with a positive image might result in the audience feeling less negative about the brand. This can come at the cost of the communicator losing some esteem with the audience if they perceive the communicator as endorsing a brand that they previously had negative feelings towards.

Question 7

Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.

Accepted Answer

Companies that sell their products to different cultures or in different countries need to be mindful of varying their messages to appeal to different audiences with different cultures, beliefs, values, and customs. Ignoring these differences can result in misunderstanding, offense, and failure to connect with potential customers.

Question 8

Mass communications affect personal attitudes and behavior through a two-step process.

Accepted Answer

Mass communications first influence opinion leaders or influencers who then communicate the message to others, influencing their attitudes and behavior. This is known as the two-step flow of communication.

Question 9

Personal communication channels derive their effectiveness through individualized presentation and feedback.

Accepted Answer

Personal communication channels, such as face-to-face conversations, phone calls, or video chats, allow for personalized interactions between individuals, which enable tailored presentation and feedback. This individualization makes such channels effective in conveying and receiving messages.

Question 10

The pervasiveness of advertising permits the seller to repeat a message many times.It also allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

Advertising is a form of communication that involves repetitive messaging to consumers, allowing them to compare and contrast the different offerings of various competitors.

Question 11

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

Accepted Answer

As communication channels proliferate, it becomes harder to identify which channels will be most effective in reaching the desired audience. Additionally, there is more competition for attention within each channel, making it harder to stand out from the clutter.

Question 12

The influence of mass media on public opinion is as direct,powerful,and automatic as supposed.

Accepted Answer

The influence of mass media on public opinion is complex and varies depending on factors such as audience characteristics, media type, and context. It is not always direct, powerful, or automatic.

Question 13

Most nonpersonal messages come through paid media.

Accepted Answer

Nonpersonal messages are typically delivered through mass media channels such as television, radio, newspapers, magazines, and digital platforms. These channels require payment to access their audience, hence nonpersonal messages come through paid media.

Question 14

The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives,and estimating the costs of performing these tasks.

Accepted Answer

This statement is true. The objective-and-task method is a budgeting approach that involves setting specific promotional objectives, breaking them down into tasks, and estimating the costs associated with completing those tasks. By doing so, marketers can develop a comprehensive budget that aligns with their promotional goals and maximizes the effectiveness of their marketing efforts.

Question 15

Events always have a lasting effect on brand awareness,knowledge,and preference.

Accepted Answer

Events may have a temporary impact on brand awareness, knowledge, and preference, but their effects are not always lasting. The longevity of the impact depends on various factors such as the nature of the event, the brand's follow-up actions, and market conditions.

Question 16

Companies must consider several factors in developing their communications mix: the type of product market,consumer readiness to make a purchase,and stage in the product's life cycle.Also important is the company's market rank.

Accepted Answer

Companies must indeed consider these factors when developing their communications mix in order to effectively reach and appeal to their target audience. Market rank is also an important consideration as it can affect the budget and resources available for communication efforts.

Question 17

Integrated marketing communications can produce stronger message consistency and greater sales impact.

Accepted Answer

Integrated marketing communications refers to the blending of all promotional tools into a single, unified marketing campaign aimed at delivering a consistent and clear message about a brand, product, or service. This approach is known to produce stronger message consistency across all channels and platforms, which in turn can lead to greater sales impact and overall marketing success.

Question 18

In measuring communication results,senior managers want to know the outcomes and revenues resulting from their communications investments.

Accepted Answer

Senior managers are interested in the outcomes and ROI of their communication investments, including the revenue generated.

Question 19

The percentage-of-sales method of setting promotional expenditures calculates spending dollars based upon a percentage of last years' total sales.

Accepted Answer

The answer of The percentage-of-sales method of setting promotional expenditures...

Question 20

Advertising can be used to build up a long-term image for a product or trigger quick sales.

Accepted Answer

Advertising can be used for both long-term brand building and for generating quick sales through promotions and discounts. It depends on the specific advertising strategy and goals of the company.

Quiz 17: Designing and Managing Integrated Marketing Communications