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 includes the use of mail, telephone, fax, email, or the Internet to communicate directly with specific customers and prospects, which is exactly what is being described in the scenario. The other choices (sales promotions, advertising, personal selling, and events and experiences) are not related to the specific modes of communication being used.

Question 2

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 be the best choice to understand the consumer's behavior and communication needs. This information would help develop an effective marketing communication plan that targets the right audience with the right message at the right time. Appointing an ad agency, creating a message strategy, and creating a creative strategy can come later in the process, but understanding the target market's interactions is the first step.

Question 3

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 the frequency and level of product or service usage. This helps in understanding how often your target audience is likely to use your product, making it easier to tailor your communications to address their specific needs and interests. Loyalty is also an important factor to consider as it provides insight into the level of dedication and commitment your audience has towards your brand or product.

Question 4

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 5

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 6

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

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Question 7

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 8

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

A category need is when a product category is established to satisfy a perceived discrepancy between a current motivational state and a desired emotional state. In this case, the product category is electric cars, which have been established to remove the discrepancy between a consumer's desire for a more sustainable, environmentally friendly mode of transportation and their current use of fossil fuel-powered vehicles.

Question 9

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

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Question 10

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

Accepted Answer

While all of the choices may contribute to a source's credibility in some way, the qualities of candor, humor, and naturalness are more closely associated with being likable. When a source is likable, audiences are more likely to trust and believe what they say, which enhances their overall credibility.

Question 11

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 12

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

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Question 13

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

Accepted Answer

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Question 14

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 focused on a non-product-related image of youthful and active individuals having fun while driving a VW, which aims to create a transformational appeal by associating VW with a desired lifestyle and experience, rather than just the features and benefits of the product.

Question 15

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

The answer of The commercials for pain remedies that promise...

Question 16

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

The element of the macromodel of the communications process being described is the media used to reach the target audience. The options given, such as newsletters, parenting magazines, baby clubs, and hospitals, are all different types of media channels that can be used to communicate the message to the intended audience. Therefore, the best choice for the element of the macromodel being described is E) Media.

Question 17

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

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Question 18

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

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Question 19

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

Accepted Answer

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Question 20

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...

Quiz 17: Designing and Managing Integrated Marketing Communications