Question 1

Internet marketers are using ________ as a form of word of mouth, or word of mouse, to encourage consumers to pass along company-developed products and services or audio, video, or written information to others online.

Accepted Answer

The description given in the question matches the definition of viral marketing, which is a strategy used by internet marketers to spread information, products, or services to a large audience through social media, email, or other online platforms. It relies on individuals sharing the information with others, similar to word-of-mouth marketing. Place marketing refers to promoting a specific geographic location or venue, subliminal marketing involves using hidden messages to influence consumer behavior, public relations is focused on managing and promoting a company's reputation, and event marketing involves promoting a specific event or experience.

Question 2

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are attention-getting, invitation, and

Accepted Answer

Sales promotion tools offer an incentive to the customer to take action, which is the main benefit. They also attract attention to a particular product or service and provide an invitation to the customer to purchase. However, they do not necessarily enhance credibility or promote inclusion or exclusion.

Question 3

Dr. Pepper Snapple wishes to introduce a new natural energy drink. They establish their marketing communications budget to match their competitors' spending. Which budget method are they using?

Accepted Answer

Dr. Pepper Snapple is using the competitive-parity method, which involves matching the marketing communications budget of their competitors.

Question 4

Mass communications affect personal attitudes and behaviour through a two-step process. Ideas often flow from radio, television, and print to opinion leaders and from these to the less ________-involved population groups.

Accepted Answer

The correct term to fill in the blank is "media," as the sentence describes a process where ideas flow from media sources to opinion leaders and then to the broader population, indicating a focus on media involvement.

Question 5

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Accepted Answer

Personal communications channels are most effective when they utilize individualized presentation and feedback, allowing for tailored communication that addresses the specific needs and concerns of the audience.

Question 6

Companies must allocate the marketing communications budget over the eight major modes of communication advertising, sales promotion, public relations and publicity, events and experiences, interactive marketing, word-of-mouth marketing, and ________.

Accepted Answer

The eight major modes of communication are advertising, sales promotion, public relations and publicity, events and experiences, interactive marketing, word-of-mouth marketing, direct marketing, and personal selling. Option C, direct marketing, is the missing mode of communication in the list given in the question. Therefore, the best choice is C.

Question 7

Which of the following ads depict a transformational appeal?

Accepted Answer

Transformational appeals focus on how the product will transform the consumer's experience, often by associating it with positive emotions or experiences. The Pringles ad suggests a fun and enjoyable experience, which is transformational.

Question 8

Nonpersonal channels are communications directed to more than one person and include advertising, sales promotions, events and experiences, and

Accepted Answer

Nonpersonal channels refer to methods of communication that are not directed to individuals specifically but rather to a broader audience. Public relations is a key nonpersonal channel that involves managing the spread of information between an organization and the public, often through media coverage, which is not directed to individuals but to the general public or specific segments of it.

Question 9

The four common methods that companies use to decide on a promotion budget includes the affordable method, the percentage-of-sales method, ________, and the objective-and-task method.

Accepted Answer

The competitive-parity method is a common and effective method used by companies to decide on a promotion budget. This method involves analyzing the promotion budgets of competitors and setting a similar budget to remain competitive in the market. This ensures that the company's promotional activities are on par with their competitors while avoiding overspending or underspending on promotions.

Question 10

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

Accepted Answer

The source of a spokesperson's credibility that describes his or her attractiveness is likability. This refers to the degree to which people find the spokesperson to be attractive, appealing or enjoyable to listen to. It doesn't necessarily mean physical attractiveness, but rather a personal quality that draws people towards the spokesperson.

Question 11

A visit by a textbook publisher's sales representative is an example of

Accepted Answer

A visit by a textbook publisher's sales representative is an example of advocate channels, where the representative personally promotes and advocates for the publisher's products to potential customers.

Question 12

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Accepted Answer

Personal selling involves face-to-face interaction with prospective purchasers with the aim of making presentations, answering questions, and procuring orders. Public relations involves creating favorable relationships with the public and media, while word-of-mouth marketing involves encouraging customers to spread positive information about a product or service. Sales promotion involves short-term incentives to encourage immediate buying behavior, and advertising involves non-personal communication of information about a product or service through various media channels.

Question 13

Advertising can be used to build up long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and

Accepted Answer

Pervasiveness means reaching a wide audience and being present in many places. Advertising is designed to reach a large audience and is often present in a variety of media outlets, making it a pervasive marketing tool. Amplified expressiveness and impersonality are also common qualities of advertising, but neither of these options is as closely related to the idea of pervasiveness.

Question 14

What celebrity has been chosen by Jenny Craig to promote its weight loss program?

Accepted Answer

Kirstie Alley has been chosen by Jenny Craig to promote its weight loss program.

Question 15

The two-step flow of information challenges the notion that consumption styles are ________ influenced by a "trickle-down" or "trickle-up" effect from mass media.

Accepted Answer

The two-step flow of information suggests that consumption styles are primarily influenced by interpersonal communication rather than a direct effect from mass media.

Question 16

Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product

Accepted Answer

Personal influence is most effective when the product has a high level of risk, cost, or infrequency of purchase. In such cases, consumers are more likely to seek out advice and recommendations from people they trust, such as family and friends. Additionally, when the product suggests something about the user's status or taste, personal influence becomes more important, as people want to be perceived in a positive manner.

Question 17

Any discussion about the effectiveness of mass communication has to take into account the dramatic changes that have ________ the effectiveness of the mass media.

Accepted Answer

The word "eroded" suggests a decline in effectiveness, indicating that the changes mentioned in the sentence have had a negative impact on the effectiveness of mass communication.

Question 18

________ channels consists of neighbors, friends, family members, and associates talking to target buyers.

Accepted Answer

Social channels, such as neighbors, friends, family members, and associates, are considered social influencers who may talk positively or negatively about a product, influencing the target buyers' purchase decisions.

Question 19

Which of the following ads depict an informational appeal?

Accepted Answer

The answer of Which of the following ads depict an...

Question 20

________ channels consist of company salespeople contacting buyers in the target market.

Accepted Answer

The answer of ________ channels consist of company salespeople contacting...

Quiz 17: Designing and Managing Integrated Marketing Communications