Chapter 14 Study Plan
B
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered __________. A. public relations B. advertising C. direct and digital marketing D. personal selling E. sales promotion
E
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 __________. A. personal selling B. public relations C. advertising D. sales promotion E. integrated marketing communications (IM
D
One reason there is a need for integrated marketing communications is that ________. A. messages from companies come from a single source B. consumers can easily distinguish brand content from different sources C. communication channels today are less fragmented than in the past D. consumers don't distinguish between content sources the way marketers do E. companies often integrate their various communication channels
A
The first task for a communicator in preparing marketing communications is to __________. A. identify the target audience B. determine the communication objectives C. collect feedback D. select the media E. find highly credible sources to deliver messages
A
What is the goal of integrated marketing communications? A. To build clear, consistent, and compelling company and brand messages B. To allow different company departments to send different brand messages C. To build different brand messages over different communication channels D. To build a hodgepodge of brand content to consumers E. To use only newer digital technologies to communicate with consumers
E
When companies set their promotion budgets to match competitor's outlays, they are using the __________ method. A. affordable B. percentage-of-sales C. objective-and-task D. push-and-pull E. competitive-parity
D
Which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? A. Public relations B. Advertising C. Direct and digital marketing D. Personal selling E. Sales promotion
D
Which method for setting the total budget for advertising is the most difficult to use? A. The competitive-parity method B. The affordable method C. The push strategy D. The objective-and-task method E. The percentage-of-sales method
B
n the content of a message, marketers often use ________ appeals such as joy, love, humor, fear, and guilt. A. word-of-mouth B. emotional C. rational D. moral E. one-sided argument
A
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? A. Advertising B. Personal selling C. Direct and digital marketing D. Sales promotion E. Public relations
C
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. a pull strategy B. advertising C. a push strategy D. public relations E. direct and digital media
C
Major factors for changing the face of today's marketing communications include all of the following except __________. A. digital technology is causing remarkable changes B. marketing strategies are changing C. marketers are going for mass marketing D. consumers are changing E. digital media have provided new communication tools
D
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. A. display media B. broadcast media C. online media D. buzz marketing E. print media
C
Nonpersonal communication channels include ________. A. major media, Internet chat, and events B. major media, events, and buzz marketing C. major media, atmospheres, and events D. major media, e-mail, and events E. major media, atmospheres, and Internet chat
B
One framework for designing an effective message is the AIDA model. In the AIDA model, ________. A. attention leads to interest, which hopefully leads to discussion and then action B. attention leads to interest, which hopefully leads to desire and then action C. attention leads to interest, which hopefully leads to desire and then assimilation D. advertising leads to interest, which hopefully leads to desire and then action E. advertising leads to interest, which hopefully leads to desire and then attention
B
The first step in developing an effective marketing communications program is to ________. A. collect feedback B. identify the target audience C. determine the communication objectives D. identify the consumer's buyer readiness stage E. design a message
A
Specific promotional tools used in ________ include direct mail, catalogs, online and social media, mobile marketing, and more. A. direct and digital marketing B. sales promotion C. personal selling D. advertising E. public relations
A
Specific promotional tools used in ________ include press releases, sponsorships, events, and Web pages. A. public relations B. sales promotion C. direct and digital marketing D. advertising E. personal selling
D
To which category of the marketing communication mix do sales presentations, trade shows, and incentive programs belong? A. Sales promotion B. Direct and digital C. Advertising D. Personal selling E. Public relations
C
Using a push strategy, a firm directs its promotional efforts toward ________. A. competitors B. suppliers C. channel members D. final consumers E. the government
D
Which of the following statements is true regarding advertising in the new marketing communications model? A. Advertisers are using more traditional mass media because costs have declined and audience size has increased. B. Advertisers are using less targeted media to reach consumers. C. Advertisers are spending more on television broadcast media. D. Advertisers are shifting toward digital media. E. Advertising spending in magazines, radio, and newspapers has increased.
B
Which of the following statements regarding the changing communications landscape is correct? A. Marketers today are shifting their efforts to mass marketing. B. The dominance of television, magazines, newspapers, and other traditional mass media is declining. C. The digital age has had little impact on marketing communications. D. In terms of communication, today's consumers are less empowered. E. More than ever, consumers are relying on marketers for information.
E
________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. A. Personal selling B. Public relations C. Advertising D. Direct and digital marketing E. Sales promotion
A
________ 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. A. Advertising B. Sales promotion C. Direct and digital marketing D. Public relations E. Personal selling