Question 1

Which of the following statements is true of the role of advertising in business markets?

Accepted Answer

Sales representatives can use copies of the company's ads to legitimize their company and products. Advertising can help establish a brand and create a favorable image of the company and its products, which can be used by sales representatives to establish legitimacy and build trust with potential customers. However, advertising may not be as effective at providing detailed information about new features or reminding customers about product use as personalized sales calls.

Question 2

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

Accepted Answer

Personal selling is the most effective marketing communications tool at influencing customers at the conviction stage of buyer readiness because it offers personalized interaction and allows the salesperson to address any concerns or objections the customer has about the product or service. Personal selling is also useful in building long-term relationships with customers.

Question 3

Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

Accepted Answer

Public relations would be the best option for Aisha to build a favorable impression among prospective customers who prefer to avoid mass media and targeted promotions. Public relations focuses on building relationships with the public and creating a positive image for the company through various media channels such as press releases, events, and sponsorships. This approach may be more effective in reaching customers who are skeptical about traditional advertising or promotions.

Question 4

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.

Accepted Answer

Advertising and publicity tools are crucial in the awareness-building stage of buyer readiness because they help introduce the product or service to potential customers, creating initial recognition and knowledge about it.

Question 5

Which of the following marketing communications tools is most effective at the later stages of the buying process?

Accepted Answer

Personal selling is most effective at the later stages of the buying process because it allows for direct interaction and the opportunity to address any remaining concerns or questions the buyer may have. This interaction can help build trust and increase the likelihood of a purchase. Public relations, advertising, sales promotions, and direct marketing are more effective at the earlier stages of the buying process to create awareness and interest in the product or service.

Question 6

The pervasive nature of advanced communications technologies, such as the Internet, has resulted in greater exposure of customers to advertising content than it was in the 1960s.

Accepted Answer

The answer of The pervasive nature of advanced communications technologies,...

Question 7

Which of the following benefits is offered by sales promotion tools?

Accepted Answer

Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer. This is the main benefit offered by sales promotion tools.

Question 8

Which of the following circumstances are best suited for personal selling?

Accepted Answer

Personal selling is best suited when the market has fewer and larger sellers as it allows salespeople to develop personal relationships with potential customers, understand their specific needs, and provide tailored solutions that differentiate their offerings from competitors. This is often the case in industries like industrial equipment, healthcare, and technology where there are a few dominant players in the market.

Question 9

Personal selling refers to person-to-person oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

The answer of Personal selling refers to person-to-person oral, written,...

Question 10

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

Accepted Answer

At the comprehension stage, the buyer is aware of the product but needs more information to fully understand it. Advertising provides information to the buyer, while personal selling allows for two-way communication and the opportunity for the buyer to ask questions and gain a deeper understanding of the product. Therefore, a combination of advertising and personal selling is the most influential at the comprehension stage of buyer readiness.

Question 11

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

Accepted Answer

Marketing communications have indeed been increasing in almost every medium and form, making many consumers feel that they are invasive.

Question 12

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

Accepted Answer

Marketers should evaluate all communication options on their effectiveness and efficiency in building brand equity, regardless of the medium used. This means being "media neutral" and not favoring one type of media over another without proper evaluation.

Question 13

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Accepted Answer

Public relations can reach prospects who prefer to avoid mass media and targeted promotions, making it an effective tool for reaching a wider audience.

Question 14

Which element of the marketing communications mix allows for amplified expressiveness?

Accepted Answer

Advertising allows for amplified expressiveness because it enables marketers to use a wide range of creative techniques to effectively communicate their brand and messaging. With advertising, marketers can use visual and audio elements to make a more dramatic impact on consumers.

Question 15

The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness of the mass media.

Accepted Answer

These technologies have actually made it more challenging for traditional mass media to reach audiences, as they allow users to consume content on-demand, skip advertisements, and choose from a wider range of sources beyond traditional mass media outlets.

Question 16

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

Accepted Answer

Marketing communications aim to create associations between a brand and various elements such as people, places, events, and experiences in order to create a positive perception of the brand in the minds of consumers.

Question 17

What are the elements of the marketing communications mix?

Accepted Answer

The answer of What are the elements of the marketing...

Question 18

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

Accepted Answer

The answer of Which of the following marketing communications tools...

Question 19

In this new communication environment, advertising is often the single most important element of a marketing communications program for sales and building brand and customer equity.

Accepted Answer

Advertising is a crucial component, but it's not often the single most important element. Marketing communications programs also heavily rely on other elements such as public relations, social media, content marketing, and personal selling to build brand and customer equity effectively.

Question 20

Briefly describe the current marketing communications environment.

Accepted Answer

The answer of Briefly describe the current marketing communications environment....

Quiz 19: Designing and Managing Integrated Marketing Communications