Question 1

An effectively trained company sales force can make four important contributions. These are increased stock position, missionary selling, key account management, and

Accepted Answer

The answer of An effectively trained company sales force can...

Question 2

Advertising's ability to dramatize a company and its products through the artful use of print, sound, and colour is known as

Accepted Answer

The ability of advertising to dramatize a company and its products through the artful use of print, sound, and colour is known as amplified expressiveness. It refers to the effectiveness of advertising in capturing the audience's attention and imagination through creatively crafted messages that evoke emotions and associations.

Question 3

In measuring the effectiveness of a firm's communications investment, ultimately ________ measures capture the real payoff.

Accepted Answer

Behaviour change is the ultimate measure of the effectiveness of a firm's communications investment because it captures the real payoff, which is the change in behaviour that the firm is trying to achieve.

Question 4

Events and experiences provide many advantages to marketers.These can be relevant, engaging, and ________.

Accepted Answer

The answer of Events and experiences provide many advantages to...

Question 5

Media coordination can occur across and within media types. A multiple media campaign deployed within a tightly defined time frame can increase message ________ and impact.

Accepted Answer

A multiple media campaign deployed within a tightly defined time frame can increase message reach and impact by ensuring that the message is delivered to a larger audience across different media platforms.

Question 6

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1) forging direct relationships with customers and (2) building a database of its best customers. This is an example of ________.

Accepted Answer

The answer of Dannon makes it a priority to drive...

Question 7

To build brand equity, communication effects created by advertising must be linked to the brand. Often, such links are difficult to create because of

Accepted Answer

Consumer involvement can make it difficult to create links between communication effects and the brand. When consumers are not highly involved with a product or brand, they may not pay close attention to advertising messages or remember them well enough to link them to the brand. This can undermine the efforts to build brand equity through advertising.

Question 8

Many companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. This method of budgeting is called

Accepted Answer

The method described in the question is the percentage-of-sales method, where promotion expenditures are determined as a percentage of sales.

Question 9

Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only ________ and expenses.

Accepted Answer

Senior managers are interested in the outcomes and revenues, which are results of the investments. However, communications directors often provide inputs and expenses, which are the resources and costs involved, not the results or outcomes.

Question 10

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

Accepted Answer

The word "authentic" in the sentence suggests that readers trust news stories and features more if they are presented as objective and impartial. Public relations and publicity aim to achieve this kind of credibility by working with journalists and media outlets to promote their client's product or message. Choice A is not correct because the sentence implies that publicity is not directly controlled or influenced by the company, unlike advertising. Choice C is partially correct but does not capture the emphasis on credibility. Choice D and E are not incorrect, but they do not reflect the main point about the perceived trustworthiness of news coverage.

Question 11

When a communications director presents senior management with such things as press clipping counts, the number of ads placed, media costs, and such, he is supplying ________.

Accepted Answer

The communications director is presenting inputs and expenses, such as the number of ads placed and media costs. This information is meant to inform senior management of the resources being used in the communications effort. Feedback would be information on the effectiveness of the communications effort, while outcomes would be the ultimate results achieved. Revenues would be related to sales or other financial gains.

Question 12

Many companies still rely on one or two communication tools. This practice persists in spite of the fragmenting of mass markets into a multitude of mini markets, each requiring its own approach; the proliferation of new types of media; and the growing ________ of consumers.

Accepted Answer

The growing sophistication of consumers means that they are becoming more discerning and knowledgeable, which aligns with the context of the sentence that highlights the need for diverse communication strategies due to market fragmentation and new media types.

Question 13

We find that 80 percent of the consumers in the total market are aware of brand A, 60 percent have tried it, and only 20 percent who have tried it are satisfied. This indicates that the communications program is effective in creating awareness, but the product fails to meet consumer

Accepted Answer

The fact that only 20 percent of consumers who have tried brand A are satisfied suggests that the product does not meet their expectations. While the communication program may have created awareness and generated interest, the product is not meeting the needs or desires of consumers who try it.

Question 14

The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to reach hard-to-find buyers, and dramatization.

Accepted Answer

The three distinctive qualities that make public relations and publicity appealing are high credibility, the ability to reach hard-to-find buyers, and dramatization. High credibility comes from the perceived impartiality of the media coverage, making it a key factor in the effectiveness of public relations efforts.

Question 15

Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the

Accepted Answer

The product life cycle is a crucial factor in determining the appropriate communications mix. Different stages of the life cycle require different approaches to marketing communications. For example, during the introduction stage, the focus may be on creating awareness and building interest, while during the growth stage, the emphasis should shift to stimulating demand and differentiation. Therefore, companies need to consider the product life cycle stage when deciding on their communications mix.

Question 16

Integrated marketing communications is "a planning process designed to assure that all brand _______ 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 focuses on ensuring that all forms of communications and messages are carefully linked together. In this context, "contacts" refers to any point of interaction or communication a customer or prospect has with a brand, making it the correct term to fill in the blank. This approach aims to provide a consistent brand message across all channels.

Question 17

Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities. These are personal interaction, response, and

Accepted Answer

The answer of Personal selling is the most effective tool...

Question 18

Which of the following strategies for strengthening communication effects involves the manner by which the brand is identified at the conclusion of a TV or radio ad?

Accepted Answer

The strategy mentioned in the question is ad retrieval cues, specifically the brand signature or identification at the conclusion of an ad.

Question 19

In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Six criteria can be used to help determine whether communications are truly integrated. Which of the following is the extent to which common associations are reinforced across communication options?

Accepted Answer

The criterion that best aligns with the definition of reinforcing common associations across communication options is commonality. This refers to the extent to which consistent messaging and branding elements are present across various channels and touchpoints, helping to create a cohesive and recognizable brand image.

Question 20

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

Accepted Answer

Advertising is crucial in the awareness-building stage as it reaches a wide audience and effectively informs potential customers about a product or service.

Quiz 17: Designing and Managing Integrated Marketing Communications