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