Question 1

Communications
-To gauge the effectiveness of a marketing communications plan, an evaluation is recommended to examine the following factors except

Accepted Answer

To gauge the effectiveness of a marketing communications plan, an evaluation is recommended to examine the following factors except absolute advantage. An evaluation of a marketing communications plan is essential for calculating its effectiveness. A number of factors are examined in this evaluation, including consumer attitude toward the brand and buying intentions. These are usually gauged through surveys and questionnaires. Another important factor is message comprehension. A difficult message is difficult to communicate to the customers. Finally, brand awareness is a reflection of a communications plan, as it indicates that customers have committed the brand to memory through advertising messages.

Question 2

Communications
-When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as

Accepted Answer

When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as synergy. When planned and implemented well, multiple communication tools can produce greater results than tools used individually or in uncoordinated ways. For instance, television advertisements and promotional events may produce modest results individually. However, once they are combined, these methods produce greater results in brand awareness and sales than the sum of each method used without coordination.

Question 3

Communications
-Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as------ needs in some consumers.

Accepted Answer

Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as experiential needs in some consumers. Marketing communications may position risky sports or adventurous activities as fulfilling experiential needs. Experiential needs reflect a desire for sensory pleasure, variety, or high-risk, physically challenging engagement. Soaring Heights, in this example, offers to fulfill its consumers' needs for these desires through organized and well-developed engagements.

Question 4

Communications
-In the late 1990s, Disney and Universal both began to offer advertising opportunities to marketers.------ led to brands appearing in movie scenes, such as an actor drinking juice from a bottle with the brand name clearly visible to an audience.

Accepted Answer

In the late 1990s, Disney and Universal both began to offer advertisement opportunities to marketers. Product placement led to brands appearing in movie scenes, such as an actor drinking juice from a bottle with the brand name clearly visible to an audience. Product placement provided an innovative way to use entertainment as a vehicle for brands. Entertainment venues, such as television shows, movies, books, and plays, have held important roles in embedding advertisement without a dedicated outlet. In some cases, singers have had their music inserted into these venues through digital product placement.

Question 5

Communications
-The function of marketing communications is exemplified by the following four fundamental decisions:

Accepted Answer

The function of marketing communications is exemplified by the following four fundamental decisions: targeting, positioning, objective creation, and budgeting. Targeting is central to making certain that the marketing message is tailored to the customers' needs and wants. Positioning is the creation of a brand image or identity that the customer recognizes and remembers. Finally, setting an objective for the marketing communications process and remaining within budget are important parts of the decisions to be made.

Question 6

Communications
-Marketing communications experts explore what influences consumers' purchasing habits and how they respond to marketing campaigns. The following are measurable characteristics of these consumers except

Accepted Answer

Marketing communications experts explore what influences consumers' purchasing habits and how they respond to marketing campaigns. The following are measurable characteristics of these consumers except biographics. Demographics and geodemographics refer to measurable characteristics, such as a consumer's age, gender, economic class, and earnings. Behaviorgraphics refers to the target audience's behavior, such as past purchases and interest in particular websites. Psychographics is concerned with the target's psychological profile, such as attitudes, beliefs, and motivations.

Question 7

Communications
-In an integrated marketing communications plan, it is important to position brands to consumers by appealing to their current needs or future problems, which are referred to as------ .

Accepted Answer

In an integrated marketing communications plan, it is important to position brands to consumers by appealing to their current needs or future problems, which are referred to as functional needs. Functional needs are researched and articulated consumption-related needs that consumers may have. For example, consumers may need faster delivery or more guaranteed satisfaction from food delivery services. Anticipating future problems or needs is also part of a consumer's functional needs. A well-developed, integrated marketing plan will communicate these needs clearly.

Question 8

Communications
-To be useful in influencing consumers' future purchasing behavior, the gathered psychographic and demographic information should be------ .

Accepted Answer

To be useful in influencing consumers' future purchasing behavior, the gathered psychographic and demographic information should be predictive. Marketing communications rely on the strength of data collected from a target audience. This ensures that integrated communications and promotions campaigns are geared toward measurable changes in consumer behavior. Information gathered should be predictive of these changes. For instance, specific questions about the likelihood of purchasing new software should be correlated highly with the actual purchase of the software. The predictability of information often relies on how well the marketers understand the target audience and how detailed the questions are.

Question 9

Communications
-High Seas Co., a fishing supplies company, commissions a marketing communications firm to explore the unique psychographic quality of their target audience. They are likely to describe this audience as

Accepted Answer

High Seas Co., a fishing supplies company, commissions a marketing communications firm to explore the unique psychographic quality of their target audience. They are likely to describe this audience as fly-fishing enthusiasts. Psychographic segmentation goes beyond demographic information, which gathers such details as the age, economic ranking, and social class of a target audience. A psychographic profile provides information on attitude, a value, or a dedicated motivation to pursue interests. This company will likely generate most of its sales from fishing enthusiasts who continually engage in their hobby.

Question 10

Communications
-In geodemographic targeting, "White Picket Fences" refers to

Accepted Answer

In geodemographic targeting, "White Picket Fences" refers to US middle-income households. This demographic is typically in the younger to early-middle-years age group (in the range of 25-44 years), often married, and with several children. This demographic also has some education, earns a middle-class income, and may work in both blue-collar and white-collar professions. Finally, the "geo" aspect of geodemographic targeting refers to their geographic location, often in the suburbs of a mid- to large size city. This segment is an important purchasing power in the United States and has been since the middle of the twentieth century.

Question 11

Communications
-Marketing communications specialists tailor their integrated messaging approaches to the particular demographics. Older/senior consumers are often targeted because they have------ discretionary income.

Accepted Answer

Marketing communications specialists tailor their integrated messaging approaches to the particular demographics. Older/senior consumers are often targeted because they have the highest discretionary income. This demographic is also referred to as "mature consumers." With more than a quarter of American citizens estimated to be above the age of 55, this demographic is a significantly large one with unique purchasing preferences and habits. Mature consumers have the highest discretionary income compared to other age groups, which makes them of interest to marketers and businesses.

Question 12

Communications
-Consumers of an exclusive set of golf clubs will often wait a year or two for the company to develop their latest line. These clubs are thought to fulfill a------need in the consumer target group.

Accepted Answer

Consumers of an exclusive set of golf clubs will often wait a year or two for the company to develop their latest line. These clubs are thought to fulfill a symbolic need in the consumer target group. Marketing communications sometimes position a brand in consumers' minds based on symbolic or non-functional needs. These symbolic needs allow the consumer to associate brand ownership with a certain role or status in society. For example, the consumers of the exclusive golf clubs realize that ownership of these clubs means that they belong to a certain earning or socio-economic status. It could also mean that they belong to an exclusive group of dedicated golfers.

Question 13

Communications
-According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of------ .

Accepted Answer

According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of hierarchy of effects. According to this metaphor, the various components of an integrated marketing communications plan move the consumer from one phase or state to another. For example, positioning of a brand creates an image or identity that the consumer recognizes. Segmentation is a component that can address or articulate a functional, symbolic, or experiential need in the consumer. The ultimate goal of a plan is to make the consumer not only aware of the brand, but to change the consumer's behavior so that he or she purchases the brand.

Question 14

Communications
-The most effective marketing communications tool to move a consumer from brand unawareness to awareness is------ .

Accepted Answer

The most effective marketing communications tools to move a consumer from brand unawareness to awareness is mass media. To create immediate awareness of a new brand or one that is improved, mass media is the fastest and most efficient tool. Mass media can be employed through a number of outlets, including television advertisements, print advertisements, radio spots, billboards, and other widely viewed outlets. While online advertisements and events are also important, they are not as widely consumed by large groups of people.

Question 15

Communications
------- is a powerful example of integrated marketing communications that combines entertainment, marketing, and advertising.

Accepted Answer

Sponsorship is a powerful example of integrated marketing communications that combines entertainment, marketing, and advertising. For example, Coke supports many performing arts festivals in their print and online advertising campaigns. The association of a product brand with an entertainment product has become the norm in promoting many sports and arts activities. Beyond the strong capability to reach wide audiences, sponsorship allows a company to spend a fraction of the cost it would have otherwise spent, due to the sharing of venues.

Question 16

Communications
-In a movie scene, actor Bradley Cooper walks into a bar and says to the bartender, "Heineken, please; best beer in the world." This is an example of

Accepted Answer

In a movie scene, actor Bradley Cooper walks into a bar and says to the bartender, "Heineken, please; best beer in the world." This is an example of integrated explicit product placement. In this type of product placement, not only is the product featured in the movie (for example, an actor holding a brand of beer in his hand), but it is also explicitly mentioned. Specifically, an attribute of the product is somehow written into the dialogue, such as "smooth beer" or "best-tasting beer." This type of placement is being increasingly found in popular shows and big budget movies so that they reach large audiences.

Question 17

Communications
-Global marketing communications is now a necessity, especially given the prevalence of------companies that operate in different markets.

Accepted Answer

Global marketing communications is now a necessity, especially given the prevalence of multinational companies that operate in different markets. Multinational companies operate across a number of overseas markets, usually through local agents. These companies are often directly engaged in coordinating their marketing communications across the different markets. However, the actual marketing campaigns are often developed by local offices, as they are more aware of a country's unique cultural, social, and economic conditions.

Question 18

Communications
-Through a solid marketing communications plan, a company can expect these two fundamental outcomes:

Accepted Answer

Through a solid marketing communications plan, a company can expect these two fundamental outcomes: enhance brand equity and affect consumer behavior. Brand equity is enhanced by a marketing communications plan, as it increases brand awareness and marketplace presence. Additionally, such a plan would affect consumer behavior so that they are more likely to purchase products and services and continue purchasing them. Within these two fundamental outcomes, there are smaller outcomes, such as an indirect increase in sales and the building of relationships with consumers.

Question 19

Concepts
-As a marketing manager, Cynthia is tasked with developing a specific action plan for the company's annual promotional campaign. This detailed plan is referred to as a------plan.

Accepted Answer

As a marketing manager, Cynthia is tasked with developing a specific action plan for the company's annual promotional campaign. This detailed plan is referred to as a tactical marketing plan. A tactical marketing plan details the day-to-day marketing activities of an organization. For example, a company preparing for an annual promotional campaign will have daily and weekly activities, such as printing posters and giving talks. The goal of a tactical plan is to translate a strategic marketing plan into specific actions that reflect the daily operations of a marketing department. It also represents one of the four marketing mixes, such as place or promotions.

Question 20

Concepts
-After extensive lobbying by animal rights groups, a cleaning products company stops using animal testing, which is then used in its marketing campaigns as an example of------ .

Accepted Answer

After extensive lobbying by animal rights groups, a cleaning products company stops using animal testing, which is then used in its marketing campaigns as an example of societal marketing. The societal marketing concept is used by companies to make marketing decisions based not only on the company's functioning but society's long-term well-being.

Quiz 6: CLEP: Marketing

Communications -To gauge the effectiveness of a marketing communications plan, an evaluation is recommended to examine the following factors except

Communications -When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as

Communications -Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as------ needs in some consumers.

Communications -In the late 1990s, Disney and Universal both began to offer advertising opportunities to marketers.------ led to brands appearing in movie scenes, such as an actor drinking juice from a bottle with the brand name clearly visible to an audience.

Communications -The function of marketing communications is exemplified by the following four fundamental decisions:

Communications -Marketing communications experts explore what influences consumers' purchasing habits and how they respond to marketing campaigns. The following are measurable characteristics of these consumers except

Communications -In an integrated marketing communications plan, it is important to position brands to consumers by appealing to their current needs or future problems, which are referred to as------ .

Communications -To be useful in influencing consumers' future purchasing behavior, the gathered psychographic and demographic information should be------ .

Communications -High Seas Co., a fishing supplies company, commissions a marketing communications firm to explore the unique psychographic quality of their target audience. They are likely to describe this audience as

Communications -In geodemographic targeting, "White Picket Fences" refers to

Communications -Marketing communications specialists tailor their integrated messaging approaches to the particular demographics. Older/senior consumers are often targeted because they have------ discretionary income.

Communications -Consumers of an exclusive set of golf clubs will often wait a year or two for the company to develop their latest line. These clubs are thought to fulfill a------need in the consumer target group.

Communications -According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of------ .

Communications -The most effective marketing communications tool to move a consumer from brand unawareness to awareness is------ .

Communications ------- is a powerful example of integrated marketing communications that combines entertainment, marketing, and advertising.

Communications -In a movie scene, actor Bradley Cooper walks into a bar and says to the bartender, "Heineken, please; best beer in the world." This is an example of

Communications -Global marketing communications is now a necessity, especially given the prevalence of------companies that operate in different markets.

Communications -Through a solid marketing communications plan, a company can expect these two fundamental outcomes:

Concepts -As a marketing manager, Cynthia is tasked with developing a specific action plan for the company's annual promotional campaign. This detailed plan is referred to as a------plan.

Concepts -After extensive lobbying by animal rights groups, a cleaning products company stops using animal testing, which is then used in its marketing campaigns as an example of------ .