BUS 312 CH 14

As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse​ markets, they risk creating a communications hodgepodge for consumers. To prevent​ this, companies have adopted the concept of​ __________.

integrated marketing communications (IMC)

Nonpersonal communication channels include​ ________.

major media, atmospheres, and events

Major factors for changing the face of​ today's marketing communications include all of the following except​ __________.

marketers are going for mass marketing

To which category of the marketing communication mix do sales​ presentations, trade​ shows, and incentive programs​ belong?

personal selling

Which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

personal selling

Specific promotional tools used in​ ________ include press​ releases, sponsorships,​ events, and Web pages.

public relations

​________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service.

sales promotion

Which of the following statements is true regarding advertising in the new marketing communications​ model?

Advertisers are shifting toward digital media

Which of the following statements regarding the changing communications landscape is​ correct?

The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining.

What is the goal of integrated marketing​ communications?

To build​ clear, consistent, and compelling company and brand messages

John Deere does very little promoting of its lawn​ mowers, garden​ tractors, and other residential consumer products to final consumers.​ Instead, John​ Deere's sales force works with​ Lowe's, The Home​ Depot, and other channel members. This is an example of using​ __________for promotion.

a push strategy

A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use?

advertising

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________.

advertising

​________ is the promotion mix tool that consists of any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

advertising

One framework for designing an effective message is the AIDA model. In the AIDA​ model, ________.

attention leads to​ interest, which hopefully leads to desire and then action

Netflix recruits​ "Grammasters," influencers who have large Instagram followings. They travel around the world taking photos and creating videos. This is an example of using​ __________ as a personal communication channel.

buzz marketing

Using a push​ strategy, a firm directs its promotional efforts toward​ ________.

channel members

When companies set their promotion budgets to match​ competitor's outlays, they are using the​ __________ method.

competitive-parity

One reason there is a need for integrated marketing communications is that​ ________.

consumers​ don't distinguish between content sources the way marketers do

Specific promotional tools used in​ ________ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more.

direct and digital marketing

In the content of a​ message, marketers often use​ ________ appeals such as​ joy, love,​ humor, fear, and guilt.

emotional

The first step in developing an effective marketing communications program is to​ ________.

identify the target audience

The first task for a communicator in preparing marketing communications is to​ __________.

identify the target audience

Which method for setting the total budget for advertising is the most difficult to​ use?

the objective-and-task method