Chapter 14

A company's total marketing communications mix consists of a specific blend of advertising, sales promotions, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describe this set of communication tools?

The promotion mix

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

Format

Among the buyer-readiness stages, the first stage is ________.

awareness

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

While using the ___ method for setting an advertising budget, a company starts with total revenues, deduct operating expenses and capital outlays, and then devoted some portion of the remaining funds to advertising.

affordable

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.

focused marketing programs

The AIDA model identifies the characteristics of an effective ________.

marketing message

Which of the following terms best represent the communication channel that a company uses to move its advertising messsages from sender to receiver?

media

In most cases, what is the most expensive promotion tool?

personal selling

________ includes sales presentations, trade shows, and incentive programs.

personal selling

Business-to-consumer companies are more likely to emphasize a ____ promotion strategy, while business-to-business companies are most likely to emphasize a _____ promotion strategy.

pull; push

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

rational

In the communication process, the reaction of the receiver after being exposed to a message is called the ___.

response

Which of the following is one of the four major communication functions?

response

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

sales promotion

________ consists of strong short-term incentives that invite and reward quick responses from customers.

sales promotion

Communication programs need to be developed for specific niches, individuals, and

segments

Which of the following methods is used by companies to set their advertising budget based on the industry average?

comparative parity

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

consistency

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ___ to seek out a wealth of information.

the internet and other technology

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ____.

word-of-mouth influence

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

buyer-readiness

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

buzz marketing

Integrated marketing communications require a company's mass market advertisements, web site, email, and personal selling communications to all ___.

deliver a clear, consistent, compelling message

Which of the following appeals is based on the idea that consumers often feel before they think?

emotional appeal

___ refers to the process of putting thought into symbolic form.

encoding

Which of the following is the first step in developing an effective integrated communication and promotion program?

identifying the target audience

The key is to ___ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand

integrate

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

liking

Nonpersonal communication channels include​ __________.

major​ media, atmospheres, and events

Of the various digital marketing categories, ________ is the fastest-growing category.

mobile

Which of the following is the most logical budget-setting method?

objective and task method

Of the following actions, which is permitted in personal selling activities?

offer incentives, such as discounts based on size of order

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and webpages?

public relations

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

public relations

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

pull