CHAPTER 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

encoding; decodes

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________.

how it will be said

Which of the following is the first step in developing an effective integrated communications and promotion program?

identifying the target audience

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

the number of people who redeem the coupon

Which of the following statements is true about personal communication channels?

word-of-mouth influence uses a personal communication channel.

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

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

Buzz marketing

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

Encoding

________ includes sales presentations, trade shows, and incentive programs.

Personal selling

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.

Sales promotion

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Sales promotion

Which of the following advertising slogans most likely represents a two-sided argument?

The next big thing is already here

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

advertising

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.

digital technologies are changing the ways companies and customers communicate

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?

online social networks

In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.

overlaps with; effective

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

percentage-of-sales

Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?

personal selling

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

push strategy

Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use?

the competitive-parity method