Chapter 14 Quiz

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​__________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service

Sales promotion

In the communication​ process, putting thought into symbolic form is called​ __________.

encoding

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

encoding; decodes

Developing effective marketing communications starts with​ __________.

identifying the target audience

Nonpersonal communication channels include​ __________.

major​ media, atmospheres, and events

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-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

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided

To communicate effectively, a marketing communicator should most likely ________.

understand the consumer's field of experience

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​ __________.

video convergence

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________.

word of mouth

Which of the following is the correct order of the six​ buyer-readiness stages?

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

Which of the following statements regarding advertising in the new marketing communications model is​ correct?

Advertisers are shifting toward digital media.

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?

Advertising

Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor?

Advertising

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

What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape?

Consumers, marketing​ strategy, and digital technologies

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​ __________.

Content marketing managers

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

Integrated marketing communication

__________ 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

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

Encoding

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Maybelline

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the​ result?

Percentage-of-sales

At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

Personal selling

Which promotional tool includes​ presentations, trade​ shows, and incentive​ programs?

Personal selling

Which of the following statements regarding the changing communications landscape is​ correct?

The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining.

Which method for setting the total promotion budget is the most difficult to​ use?

The​ objective-and-task method

What is the goal of integrated marketing​ communications?

To deliver​ clear, consistent, and compelling company and brand messages

Which of the following statements is true regarding today's marketing communications?

Today's consumers are better informed about products and services

One framework for designing an effective message is the AIDA model. In the AIDA model​ __________.

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

Using a push​ strategy, a firm directs its promotional efforts toward​ __________.

channel members

One reason there is a need for integrated marketing communications is that​ __________.

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

In the content of a​ message, marketers often use​ __________ appeals such as​ joy, love,​ humor, fear, and guilt.

emotional

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

Specific promotional tools used in​ __________ include press​ releases, sponsorships,​ events, and web pages

public relations

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.

push strategy

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

sales promotion

John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?

strategic planning


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