Marketing Chapter 14 Study Plan

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.sales promotion B.integrated marketing communications​ (IM C.public relations D.advertising E.personal selling

integrated marketing communications​ (IM)

Nonpersonal communication channels include​ ________. A.major​ media, atmospheres, and events B.major​ media, atmospheres, and Internet chat C.major​ media, events, and buzz marketing D.major​ media, e-mail, and events E.major​ media, Internet​ chat, and events

major​ media, atmospheres, and events

Major factors for changing the face of​ today's marketing communications include all of the following except​ __________. A.consumers are changing B.digital technology is causing remarkable changes C.marketing strategies are changing D.digital media have provided new communication tools E.marketers are going for mass marketing

marketers are going for mass marketing

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

public relations

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

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

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

Advertising

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

Awareness, knowledge,​ liking, preference,​ conviction, and purchase

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

Buzz marketing

To which category of the marketing communication mix do sales​ presentations, trade​ shows, and incentive programs​ belong? A.Direct and digital B.Public relations C.Advertising D.Sales promotion E.Personal selling

Personal selling

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

Personal selling

________ 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.Personal selling C.Public relations D.Advertising E.Sales promotion

Sales promotion

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.In terms of​ communication, today's consumers are less empowered. D.The digital age has had little impact on marketing communications. E.More than​ ever, consumers are relying on marketers for information.

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? A.The push strategy B.The affordable method C.The​ percentage-of-sales method D.The​ objective-and-task method E.The​ competitive-parity method

The​ objective-and-task method

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

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.direct and digital media B.a push strategy C.a pull strategy D.public relations E.advertising

a push strategy

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________. A.direct and digital marketing B.advertising C.sales promotion D.personal selling E.public relations

advertising

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

attention leads to​ interest, which hopefully leads to desire and then action

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.broadcast media B.buzz marketing C.online media D.display media E.print media

buzz marketing

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

channel members

When companies set their promotion budgets to match​ competitor's outlays, they are using the​ __________ method. A.​competitive-parity B.affordable C.​percentage-of-sales D.​push-and-pull E.​objective-and-task

competitive-parity

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

consumers​ don't distinguish between content sources the way marketers do

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.content marketing managers B.brand managers C.communications specialists D.IMC experts E.social media specialists

content marketing managers

Specific promotional tools used in​ ________ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A.direct and digital marketing B.personal selling C.advertising D.public relations E.sales promotion

direct and digital marketing

_____________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

direct and digital marketing

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

emotional

in the communication process, putting thought into symbolic form is called ________

encoding

The first step in developing an effective marketing communications program is to​ ________. A.determine the communication objectives B.collect feedback C.identify the​ consumer's buyer readiness stage D.identify the target audience E.design a message

identify the target audience

The first task for a communicator in preparing marketing communications is to​ __________. A.find highly credible sources to deliver messages B.identify the target audience C.determine the communication objectives D.select the media E.collect feedback

identify the target audience