MG2304 Chapter 14 Review Quiz

C

A company wishes 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. Sales promotion B. Direct and digital marketing C. Advertising D. Public relations E. Personal selling

B

A recent study showed that more than​ two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called​ __________. A. platform coordination B. video convergence C. video reach D. video integration E. video coordination

A

At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions? A. Personal selling B. Advertising C. Public relations D. Sales promotion E. Direct and digital marketing

E

Developing effective marketing communications starts with​ __________. A. designing a message B. collecting feedback C. identifying the​ consumer's buyer readiness stage D. determining the communication objectives E. identifying the target audience

D

In the communication​ process, putting thought into symbolic form is called​ __________. A. decoding B. distortion C. noise D. encoding E. media

E

In the content of a​ message, marketers often use​ __________ appeals such as​ joy, love,​ humor, fear, and guilt. A. ​one-sided argument B. ​word-of-mouth C. rational D. moral E. emotional

D

Many marketers today​ create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as​ __________. A. social media specialists B. brand managers C. communications specialists D. content marketing managers E. IMC experts

D

Nonpersonal communication channels include​ __________. A. major​ media, atmospheres, and Internet chat B. major​ media, email, and events C. major​ media, events, and buzz marketing D. major​ media, atmospheres, and events E. major​ media, Internet​ chat, and events

D

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________. A. television B. company websites C. atmospheres D. word of mouth E. grand openings

D

One framework for designing an effective message is the AIDA model. In the AIDA model​ __________. A. advertising leads to​ interest, which hopefully leads to desire and then action B. attention leads to​ interest, which hopefully leads to discussion and then action C. advertising leads to​ interest, which hopefully leads to desire and then attention D. attention leads to​ interest, which hopefully leads to desire and then action E. attention leads to​ interest, which hopefully leads to desire and then assimilation

A

One reason there is a need for integrated marketing communications is that​ __________. A. consumers​ don't distinguish between content sources the way marketers do. B. communication channels today are less fragmented than in the past. C. consumers today distinguish​ brand-related content from different sources D. companies often integrate their various communication channels. E. messages from companies come from a single source.

C

Which method for setting the total promotion budget is the most difficult to​ use? A. The​ competitive-parity method B. The​ percentage-of-sales method C. The​ objective-and-task method D. The affordable method E. The push strategy

A

Specific promotional tools used in​ __________ include press​ releases, sponsorships,​ events, and web pages. A. public relations B. direct and digital marketing C. personal selling D. sales promotion E. advertising

B

Using a push​ strategy, a firm directs its promotional efforts toward​ __________. A. final consumers B. channel members C. employees D. competitors E. the government

D

What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape? A. ​Email, social​ media, and blogs B. ​Consumers, marketing​ budgets, and digital technologies C. Television​ programming, email, and mass media D. ​Consumers, marketing​ strategy, and digital technologies E. Digital​ technologies, mass​ media, and marketing strategy

B

What is the goal of integrated marketing​ communications? A. To deliver a hodgepodge of brand content to consumers B. To deliver​ clear, consistent, and compelling company and brand messages C. To deliver different brand messages over different communication channels D. To allow different company departments to send different brand messages E. To only use newer digital technologies to communicate with consumers

C

Which of the following is the correct order of the six​ buyer-readiness stages? A. ​Awareness, knowledge,​ purchase, liking,​ preference, and conviction B. ​Awareness, preference,​ knowledge, liking,​ conviction, and purchase C. ​Awareness, knowledge,​ liking, preference,​ conviction, and purchase D. ​Awareness, knowledge,​ preference, liking,​ conviction, and purchase E. ​Awareness, knowledge,​ liking, preference,​ purchase, and conviction

D

Which of the following statements regarding advertising in the new marketing communications model is​ correct? A. Advertisers are spending more on television broadcast media. B. Advertisers are using less targeted media to reach consumers. C. Advertising spending in​ magazines, radio, and newspapers has increased. D. Advertisers are shifting toward digital media. E. Advertisers are using more traditional mass media because costs have declined and audience size has increased.

C

Which of the following statements regarding the changing communications landscape is​ correct? A. The digital age has had little impact on marketing communications. B. More than​ ever, consumers are relying on marketers for information. C. The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining. D. In terms of​ communication, today's consumers are less empowered. E. Marketers today are shifting their efforts to mass marketing.

E

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the​ result? A. ​Competitive-parity B. Affordable C. ​Objective-and-task D. Promotion mix E. ​Percentage-of-sales

C

Which promotional tool includes​ presentations, trade​ shows, and incentive​ programs? A. Direct and digital marketing B. Advertising C. Personal selling D. Sales promotion E. Public relations

A

Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor? A. Advertising B. Personal selling C. Sales promotion D. Public relations E. Direct and digital marketing

E

__________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service. A. Direct and digital marketing B. Advertising C. Public relations D. Personal selling E. Sales promotion

E

​__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A. Event marketing B. Celebrity marketing C. Email marketing D. Opinion leader marketing E. Buzz marketing

D

​__________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Advertising B. Personal selling C. Sales promotion D. Direct and digital marketing E. Public relations