BUS 312 CH 14
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 __________.
integrated marketing communications (IMC)
Nonpersonal communication channels include ________.
major media, atmospheres, and events
Major factors for changing the face of today's marketing communications include all of the following except __________.
marketers are going for mass marketing
To which category of the marketing communication mix do sales presentations, trade shows, and incentive programs belong?
personal selling
Which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions?
personal selling
Specific promotional tools used in ________ include press releases, sponsorships, events, and Web pages.
public relations
________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
sales promotion
Which of the following statements is true regarding advertising in the new marketing communications model?
Advertisers are shifting toward digital media
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.
What is the goal of integrated marketing communications?
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 push strategy
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?
advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered __________.
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.
advertising
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
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.
buzz marketing
Using a push strategy, a firm directs its promotional efforts toward ________.
channel members
When companies set their promotion budgets to match competitor's outlays, they are using the __________ method.
competitive-parity
One reason there is a need for integrated marketing communications is that ________.
consumers don't distinguish between content sources the way marketers do
Specific promotional tools used in ________ include direct mail, catalogs, online and social media, mobile marketing, and more.
direct and digital marketing
In the content of a message, marketers often use ________ appeals such as joy, love, humor, fear, and guilt.
emotional
The first step in developing an effective marketing communications program is to ________.
identify the target audience
The first task for a communicator in preparing marketing communications is to __________.
identify the target audience
Which method for setting the total budget for advertising is the most difficult to use?
the objective-and-task method
