Chapter 14
Which of the following statements is true regarding today's marketing communications?
Today's consumers are better informed about products and services.
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.
a pull strategy
Which of the following statements is most likely true regarding the objective-and-task method of budget setting?
????
Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.
awareness
A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.
buzz marketing
A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
moral
A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.
noise
Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, sellingprice, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
percentage-of-sales
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
the same message, look, and feel
