Question 1

Senders know that to effectively communicate they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

Accepted Answer

Developing feedback channels is essential to monitor the responses of the target audience and improve communication effectiveness. Options A, B, C, and E are supportive concepts but are not the best choice to complete the sentence.

Question 2

The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________.

Accepted Answer

The two major parties in a communication process are the sender, who initiates the communication, and the receiver, who is the target of the communication.

Question 3

Which of the following common communication platforms includes community relations?

Accepted Answer

Public relations is the common communication platform that includes community relations where an organization builds and maintains positive relationships with its community through various communication efforts like sponsoring events and supporting local charities. Sales promotion focuses on stimulating sales through incentives like discounts, coupons, and contests. Personal selling involves direct communication between a salesperson and customer. Advertising communicates a message about a product or service through various media. Direct marketing involves direct communication with potential customers through mail, email, or SMS.

Question 4

You choose to use the AIDA model of consumers' response hierarchy models. In the cognitive stage of the AIDA model, your campaign is designed just to ________.

Accepted Answer

In the AIDA model, the cognitive stage is about gaining the consumer's attention. This is the first step in the process, where the goal is to make the consumer aware of the product or service.

Question 5

Advertising and sales promotions are forms of mass or ________ communications.

Accepted Answer

Advertising and sales promotions are forms of nonpersonal communications because they are directed to a large audience through mass media such as television, radio, and print ads rather than being personalized to an individual.

Question 6

If a consumer has an equally strong, favourable, and unique brand association with 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 brand equity should be

Accepted Answer

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

Question 7

The marketing communications mix consists of six major modes of communications. Which of the following involves designing programs to promote or protect a company's image?

Accepted Answer

Public relations and publicity involve designing programs to promote or protect a company's image through managing media relationships, community involvement, sponsorships, and handling crises. This mode of communication focuses on building and maintaining a positive reputation for the company.

Question 8

According to the macromodel of communication, the four major communication functions are decoding, response, feedback, and

Accepted Answer

The macromodel of communication includes four major functions: decoding, response, feedback, and encoding. Encoding is the process of turning thoughts into communication. Decoding is the process of turning communication into thoughts. Feedback is the response from the receiver back to the sender, and response is the initial reaction of the receiver.

Question 9

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favourable, and unique brand association the impact in terms of brand equity should be

Accepted Answer

The implication of the concept of brand equity is that if a consumer has an equally strong, favourable, and unique brand association, the impact in terms of brand equity should be identical. This means that regardless of how the brand associations were formed, they have the same impact on brand equity as long as they meet those criteria. Therefore, choice C is the correct answer.

Question 10

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 potential interactions that the target market has with the company and its products and services would be the best choice to start developing a marketing communication plan. This will give a clear understanding of the target market's preferences, behaviors, and the channels they prefer to use while researching or purchasing a new car, which will help in making informed decisions about selecting appropriate marketing communication tools, creating a message and creative strategy, and appointing an ad agency.

Question 11

Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the product and brands that they sell.

Accepted Answer

Marketing communications aim to inform consumers about the product and brand. While reaching, interesting, attracting and selling are also objectives, they are not the only ones and do not necessarily involve providing information to the consumer.

Question 12

Every ________ delivers an impression that can strengthen or weaken a customer's view of the company.

Accepted Answer

A brand contact is any opportunity for a customer to interact with a brand, such as through advertising, packaging, customer service, or even word-of-mouth recommendations. Each of these contacts can leave an impact on the customer's perception of the company, the quality of its products or services, and its overall image. Therefore, managing brand contacts is crucial for building and sustaining strong brand equity.

Question 13

Marketing communications can contribute to brand equity by establishing the brand in memory and ________ a brand image.

Accepted Answer

Marketing communications contribute to brand equity by creating a brand image, which involves shaping how consumers perceive and remember the brand.

Question 14

In communicating, selective attention, selective distortion, and ________ come into play.

Accepted Answer

Selective retention, along with selective attention and selective distortion, plays a crucial role in communication by influencing how individuals remember or retain information that aligns with their beliefs or attitudes, while ignoring or forgetting information that does not.

Question 15

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the company and all its products and services.

Accepted Answer

The word "interactions" is the most appropriate in this context as it refers to all the possible ways that customers may come into contact with the company and its offerings. This includes everything from advertising and promotions to customer service interactions and the actual usage of products and services.

Question 16

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Accepted Answer

Events and experiences involve creating brand-related interactions with consumers through company-sponsored activities and programs, such as trade shows, festivals, product launches, and other experiential marketing activities. Publicity campaigns are typically focused on gaining media coverage and attention through press releases and other media outreach efforts. Trade promotions are focused on incentivizing retailers and distributors to carry the brand, rather than creating direct interactions with consumers. Advertisements are a broader category of marketing communications that may or may not involve direct consumer interactions. Public relations activities are focused on managing the brand's reputation and relationships with stakeholders, rather than creating brand-related interactions with consumers.

Question 17

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

Accepted Answer

Direct marketing involves using various forms of communication, such as mail, telephone, fax, e-mail, or the internet, to directly reach out to specific customers and prospects. Therefore, the marketing communications mix described in the question falls under direct marketing.

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 communication's 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

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

This is an example of selecting the appropriate media, which is one of the components in the macromodel of the communications process. The media chosen to communicate with the target audience of new parents includes newsletters, parenting magazines, "baby clubs," and hospitals.

Question 20

Marketers need to assess which experiences and impressions will have the most ________ at each stage of the buying process.

Accepted Answer

Marketers need to determine which experiences and impressions will have the most influence on the consumers at each stage of the buying process to tailor their marketing efforts accordingly.

Quiz 17: Designing and Managing Integrated Marketing Communications