Question 1

In general, personal selling is one of the most helpful tools for closing sales.

Accepted Answer

Personal selling allows for direct communication and customization of sales messages, which can lead to building stronger relationships with customers and ultimately closing more sales.

Question 2

Briefly describe approaches to measuring the results of marketing communications.

Accepted Answer

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Question 3

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

Accepted Answer

Sales promotion is most influential at the reordering stage of buyer readiness. This is because customers are already familiar with the product and are likely to make repeat purchases. Sales promotion can provide an incentive to make that repeat purchase, such as discounts, loyalty programs, or free samples.

Question 4

Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing?

Accepted Answer

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Question 5

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

Accepted Answer

Advertising can be used to create a long-term perception or image for a product, which can help establish brand recognition and loyalty. On the other hand, advertising can also be used to generate quick sales by promoting limited-time offers or sales events.

Question 6

What is integrated marketing communications? What is its significance in the current marketing environment?

Accepted Answer

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Question 7

How is coordination of media achieved through integrated marketing communications?

Accepted Answer

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Question 8

The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action.

Accepted Answer

Personal selling is the most effective communications mix tool at later stages of the buying process because it allows for direct, two-way communication between the salesperson and the buyer. Personal selling is particularly effective at building buyer preference, conviction, and action as it allows the salesperson to tailor their message to the specific needs and interests of the buyer, answer any questions or concerns they may have, and provide solutions to their problems. Sales promotions, advertising, direct and interactive marketing, and events can also be effective at later stages of the buying process, but personal selling is generally considered the most effective tool.

Question 9

Preparing separate, unrelated online and offline communications improves consistency by sending distinct messages.

Accepted Answer

Preparing separate, unrelated online and offline communications can result in inconsistent messaging and confusion for the audience. It's important to ensure consistent messaging across all communication channels to strengthen brand identity and message clarity.

Question 10

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Accepted Answer

The conviction stage of buyer readiness is when potential customers have formed a specific preference for a brand or product and are ready to make a purchase decision. At this stage, personal selling and sales promotion play a more important role than advertising and publicity, as customers may have specific questions that require more personalized communication. Advertising and publicity may still be effective in creating brand awareness and generating interest, but they are not the most essential tools in the conviction stage.

Question 11

What are the major characteristics of sales promotions as an element of the marketing communications mix?

Accepted Answer

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Question 12

Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________.

Accepted Answer

Events and experiences are highly relevant and engaging and allow for an implicit and soft sell approach. It also provides opportunities for potential customers to test and try the makeup line.

Question 13

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Accepted Answer

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Question 14

As Ben manages communications for his company's watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue?

Accepted Answer

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Question 15

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Accepted Answer

Integrated marketing communications aims to ensure that all brand contacts are consistent and relevant to the customer or prospect over time. It involves coordinating various communication channels to deliver a unified and compelling message to the target audience. Brand engagement refers to the level of consumer involvement or emotional connection with a brand, while customerization involves tailoring products or services to individual customer needs. Market research and marketing research are research methods used to gather information about customers, competitors, and market trends.

Question 16

A drawback of public relations is that is does not reach prospects who prefer to avoid mass media and targeted promotions.

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Question 17

Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

Accepted Answer

Media coordination across and within different types of media can be effective in reaching a wider audience and increasing the impact of the message. Combining personal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns is recommended for maximum impact.

Question 18

In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.

Accepted Answer

In the growth stage, demand increases rapidly due to positive customer experiences and recommendations, as well as active marketing efforts aimed at encouraging trial and adoption of the product. This creates a self-sustaining cycle of growth known as the "word-of-mouth" effect, where satisfied customers spread the word about the product to others, creating even more demand. Interactive marketing strategies also play a role in stimulating demand during this stage.

Question 19

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

Accepted Answer

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Question 20

What is the role of advertising as a communications tool in marketing for business markets?

Accepted Answer

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Quiz 14: Designing and Managing Integrated Marketing Communications