Question 1

Your marketing communications mix includes mail,telephone,fax,e-mail,or the Internet to communicate directly with specific customers and prospects.Which of the eight major modes of communication are you using

Accepted Answer

Direct marketing involves using mail, telephone, fax, email, or the internet to communicate directly with specific customers and prospects, which is exactly what the marketing communications mix in the question is doing. The other options listed do not involve direct communication with customers and prospects.

Question 2

Marketing communications are the means by which firms attempt to inform,persuade,and remind consumers-directly or indirectly-about the products and brands that they sell.List the eight major modes of communication that make up the marketing communications mix.

Accepted Answer

The answer of Marketing communications are the means by which...

Question 3

Qualities such as candor,humor,and naturalness make a source more _______,and therefore more credible.

Accepted Answer

Candor, humor, and naturalness contribute to a source being more likable, which in turn can enhance their credibility.

Question 4

In the process of buying a new car,a consumer might talk to others,research the car on the Internet,visit showrooms,and buy magazines dedicated to the automobile industry.Where would you start in developing your marketing communication planning

Accepted Answer

Conducting an audit of all the potential interactions the target market has with the brand would give a clear understanding of the consumer's journey and help in identifying the channels to focus on for marketing communication planning. This step would enable the company to make informed decisions about the message and creative strategy, which would come later in the planning process. Appointing an ad agency or creating a message/creative strategy would not be effective without a thorough understanding of the consumer journey. Therefore, option B is the best choice.

Question 5

For your target audience of new parents,communicating to them via newsletters,parenting magazines,baby clubs,and through hospitals is an example of what element of the macromodel of the communications process

Accepted Answer

Communicating through different channels such as newsletters, parenting magazines, baby clubs, and hospitals is an example of using different media to reach the target audience of new parents. Therefore, the correct choice is E, Media.

Question 6

Communication tools vary in cost-effectiveness at different stages of buyer readiness.Discuss which communication tools are most cost-effective at the five stages of buyer readiness.

Accepted Answer

The answer of Communication tools vary in cost-effectiveness at different...

Question 7

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

Informational appeal focuses on providing factual information and benefits of the product, such as promising quick relief for aches and pains.

Question 8

Formulating the communications to achieve the desired response will require solving the problems of message strategy and creative strategy among others.Define and then describe the differences between these two strategies.

Accepted Answer

The answer of Formulating the communications to achieve the desired...

Question 9

Many companies set promotion expenditures at a specified percentage of sales or of the sales price.What are the advantages and disadvantages of this method

Accepted Answer

The answer of Many companies set promotion expenditures at a...

Question 10

Explain the principle of congruity as it pertains to message sources.And what happens when a person holds one attitude toward the source and the opposite toward the message.

Accepted Answer

The answer of Explain the principle of congruity as it...

Question 11

For a buyer with high involvement with a product category who perceives high differentiation within it,describe the six elements of the hierarchy-of-effects model.

Accepted Answer

The answer of For a buyer with high involvement with...

Question 12

By focusing on a non-product-related image,VW's advertising to active,youthful people with its "Drivers Wanted" campaign was an example of a ________.

Accepted Answer

The "Drivers Wanted" campaign was an example of transformational appeal because it focused on the personal fulfillment and emotional benefits of owning a Volkswagen, rather than just the functional features of the car itself. The ads used non-product-related images, such as a smiling driver or a group of friends bonding over a road trip, to appeal to active, youthful people who wanted to feel a sense of freedom and adventure.

Question 13

If a consumer has an equally strong,favorable,and unique brand association of Subaru with the concepts "outdoors," "active," and rugged" because of exposure to a TV ad that shows the car driving over rugged terrain at different times of the year,the impact in terms of Subaru's brand equity should be ________.

Accepted Answer

The answer of If a consumer has an equally strong,favorable,and...

Question 14

A spokesperson's credibility is very important to his or her effectiveness as a message source.What factors underlie source credibility and what makes for the most highly credible source

Accepted Answer

The answer of A spokesperson's credibility is very important to...

Question 15

There are eight steps in developing effective communications.List these steps in their order of flow.

Accepted Answer

The answer of There are eight steps in developing effective...

Question 16

In developing effective communications,the first step that you must 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 refers to how frequently and regularly they use or consume the product or service. Loyalty, on the other hand, refers to their level of attachment or commitment to the brand. By considering both factors, businesses can tailor their communications to best reach and resonate with their target audience.

Question 17

Why do companies use sales promotion tools,and what three distinctive benefits do these tools offer

Accepted Answer

The answer of Why do companies use sales promotion tools,and...

Question 18

Your responsibility is to spend the company's communications dollars efficiently.As a result,you have collected the costs of the various forms of the communications mix.Your decision on "where" to spend your company dollars will be determined ________.

Accepted Answer

The answer of Your responsibility is to spend the company's...

Question 19

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

Category need refers to identifying a product category as a solution to a discrepancy between a current motivational state and a desired emotional state. In this case, electric cars are being established as a category need to satisfy the desire for more environmentally friendly transportation options. Brand awareness, brand attitude, cognitive dissonance, and purchase intention do not specifically pertain to the act of establishing a product category.

Question 20

Explain the elements of the macromodel of communication process and list the nine elements contained.

Accepted Answer

The answer of Explain the elements of the macromodel of...

Quiz 17: Designing and Managing Integrated Marketing Communications