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

Specific promotional tools used in​ ________ include​ stories, sponsorships,​ events, and webpages.

public relations

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

Advertisers are shifting toward digital media.

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

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

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

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 regarding the changing communications landscape is​ correct?

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

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

The​ objective-and-task method

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

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

advertising

The five As of the customer journey are

awareness, appeal,​ ask, act, advocacy

Red Bull has created​ "The Wings​ Team," a group of​ 2,800 brand ambassadors who connect with Red Bull fans at events and through stacks of​ user-generated digital content showing their extreme and active lifestyles. 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

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

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

​competitive-parity