Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy

18) Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing

A) communications channels that should be integrated under the concept of integrated marketing communications

16) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do. A) don't distinguish between message sources B) are able to differentiate among messages sources C) don't care about buzz marketing D) are not able to block out messages E) block them all out

A) don't distinguish between message sources

17) More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) non-personal communication channels E) buzz marketing

A) integrated marketing communications

11) Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies

A) mass marketing

7) Which major promotion category makes use of displays, discounts, coupons, and demonstrations? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

A) sales promotion

14) All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) TV ad spending is rising at a slower rate than online ad spending. B) TV and other mass media no longer capture the lion share of promotional budgets. C) Many viewers are using video streaming or DVRs. D) Mass media costs are rising. E) TV audience size is on the decline.

B) TV and other mass media no longer capture the lion share of promotional budgets.

3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor iscalled ________. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations

B) advertising

8) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion

B) competitor

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) publicity D) public relations E) advertising

B) direct marketing

20) To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media planner

B) marketing communications director

2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity

B) sales promotion

5) Which of the following is NOT a major category in a company's promotion mix? A) sales promotion B) strategic positioning C) direct marketing D) public relations E) advertising

B) strategic positioning

15) Companies often fail to integrate their various communications to consumers because ________. A) historically consumers have been able to distinguish between message sources B) advertising departments are reluctant to work with public relations professionals C) communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E) they have overemphasized the concept of brand contact

C) communications often come from different parts of the company

9) 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. A) marketing communications B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising

C) the Internet and other technologies

1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion,public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

C) the promotion mix

10) Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Today's consumers are better informed about products and services.

D) Mass media no longer capture the majority of promotional budgets.

13) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth

D) broadcasting; narrowcasting

12) Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) cell phone content D) network television E) online social networks

D) network television

4) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising

D) public relations

19) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and feel

E) the same message, look, and feel

Message content

appeal or theme that will produce the desired response •Rational appeal •Emotional appeal •Moral appeal

Emotional appeal

attempt to stir up positive or negative emotions to motivate a purchase

Buzz marketing

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

Moral appeal

is directed at the audience's sense of right and proper

Integrated marketing communications

is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Direct marketing

making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships —through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers •Catalog •Telemarketing •Kiosks

Competitive-parity

method sets the budget to match competitor outlays •Represents industry standards •Avoids promotion wars

Personal selling

most effective method at certain stages of the buying process, particularly in building buyers' preferences, convictions, actions, and developing customer relationships

Opinion leaders

people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts social influence on others

Personal selling

personal presentation by the firm's sales force for the purpose of making sales and building customer relationships •Sales presentations •Trade shows •Incentive programs

The New Marketing Communications Model

•Consumers are better informed •More communication •Less mass marketing •Changing communications technology

Rational appeal

relates to the audience's self-interest

Percentage of sales method

sets the budget at a certain percentage of current or forecasted sales or unit sales price

Objective-and-task method

sets the budget based on what the firm wants to accomplish with promotion and includes: •Defining promotion objectives •Determining tasks to achieve the objectives •Estimating costs

The Promotion Mix

the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

AIDA Model

•Get Attention •Hold Interest •Arouse Desire •Obtain Action