Chapter 14 Study Plan

B

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________. A. public relations B. advertising C. direct and digital marketing D. personal selling E. sales promotion

E

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. personal selling B. public relations C. advertising D. sales promotion E. integrated marketing communications​ (IM

D

One reason there is a need for integrated marketing communications is that​ ________. A. messages from companies come from a single source B. consumers can easily distinguish brand content from different sources C. communication channels today are less fragmented than in the past D. consumers​ don't distinguish between content sources the way marketers do E. companies often integrate their various communication channels

A

The first task for a communicator in preparing marketing communications is to​ __________. A. identify the target audience B. determine the communication objectives C. collect feedback D. select the media E. find highly credible sources to deliver messages

A

What is the goal of integrated marketing​ communications? A. To build​ clear, consistent, and compelling company and brand messages B. To allow different company departments to send different brand messages C. To build different brand messages over different communication channels D. To build a hodgepodge of brand content to consumers E. To use only newer digital technologies to communicate with consumers

E

When companies set their promotion budgets to match​ competitor's outlays, they are using the​ __________ method. A. affordable B. ​percentage-of-sales C. ​objective-and-task D. ​push-and-pull E. ​competitive-parity

D

Which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions? A. Public relations B. Advertising C. Direct and digital marketing D. Personal selling E. Sales promotion

D

Which method for setting the total budget for advertising is the most difficult to​ use? A. The​ competitive-parity method B. The affordable method C. The push strategy D. The​ objective-and-task method E. The​ percentage-of-sales method

B

n the content of a​ message, marketers often use​ ________ appeals such as​ joy, love,​ humor, fear, and guilt. A. ​word-of-mouth B. emotional C. rational D. moral E. ​one-sided argument

A

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. Advertising B. Personal selling C. Direct and digital marketing D. Sales promotion E. Public relations

C

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. a pull strategy B. advertising C. a push strategy D. public relations E. direct and digital media

C

Major factors for changing the face of​ today's marketing communications include all of the following except​ __________. A. digital technology is causing remarkable changes B. marketing strategies are changing C. marketers are going for mass marketing D. consumers are changing E. digital media have provided new communication tools

D

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. display media B. broadcast media C. online media D. buzz marketing E. print media

C

Nonpersonal communication channels include​ ________. A. major​ media, Internet​ chat, and events B. major​ media, events, and buzz marketing C. major​ media, atmospheres, and events D. major​ media, e-mail, and events E. major​ media, atmospheres, and Internet chat

B

One framework for designing an effective message is the AIDA model. In the AIDA​ model, ________. A. attention leads to​ interest, which hopefully leads to discussion and then action B. attention leads to​ interest, which hopefully leads to desire and then action C. attention leads to​ interest, which hopefully leads to desire and then assimilation D. advertising leads to​ interest, which hopefully leads to desire and then action E. advertising leads to​ interest, which hopefully leads to desire and then attention

B

The first step in developing an effective marketing communications program is to​ ________. A. collect feedback B. identify the target audience C. determine the communication objectives D. identify the​ consumer's buyer readiness stage E. design a message

A

Specific promotional tools used in​ ________ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A. direct and digital marketing B. sales promotion C. personal selling D. advertising E. public relations

A

Specific promotional tools used in​ ________ include press​ releases, sponsorships,​ events, and Web pages. A. public relations B. sales promotion C. direct and digital marketing D. advertising E. personal selling

D

To which category of the marketing communication mix do sales​ presentations, trade​ shows, and incentive programs​ belong? A. Sales promotion B. Direct and digital C. Advertising D. Personal selling E. Public relations

C

Using a push​ strategy, a firm directs its promotional efforts toward​ ________. A. competitors B. suppliers C. channel members D. final consumers E. the government

D

Which of the following statements is true regarding advertising in the new marketing communications​ model? A. Advertisers are using more traditional mass media because costs have declined and audience size has increased. B. Advertisers are using less targeted media to reach consumers. C. Advertisers are spending more on television broadcast media. D. Advertisers are shifting toward digital media. E. Advertising spending in​ magazines, radio, and newspapers has increased.

B

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. The digital age has had little impact on marketing communications. D. In terms of​ communication, today's consumers are less empowered. E. More than​ ever, consumers are relying on marketers for information.

E

________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service. A. Personal selling B. Public relations C. Advertising D. Direct and digital marketing E. Sales promotion

A

​________ 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. Advertising B. Sales promotion C. Direct and digital marketing D. Public relations E. Personal selling