MKT 19 quiz
The communications process consists of nine elements. To get their messages through, marketers must __________ in a way that takes into account how the target audience usually __________. A.encode their messages; decodes messages B.advertise their messages; receives messages C.decode their messages; encodes messages D.transmit their messages; thinks about messages E.transmit their messages; receives messages
A Correct. Two of the nine elements that make up the communications process are encoding and decoding. To get their messages through, marketers must encode their messages in a way that takes into account how the target audience usually decodes messages. They must transmit the message through media that reach the target audience and develop feedback channels to monitor the responses.
If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exist. A.congruity B.personal communications C.personal influence D.integration E.advocacy
A Charles Osgood and Percy Tannenbaum believe attitude change will take place that increases the amount of congruity between the two evaluations. The consumer will end up respecting the celebrity somewhat less or the brand somewhat more. If she encounters the same celebrity praising other disliked brands, she will eventually develop a negative view of the celebrity and maintain negative attitudes toward the brands.
Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers. Which of the following most completely lists the entities with which a company must communicate? A. Present and potential stakeholders and the general public B. Customers who are present stakeholders C. Potential stakeholders and the general public D. Past, present, and potential stakeholders in the marketing communications process E. Present and potential stakeholders
A Companies must communicate with present and potential stakeholders and the general public in the marketing communications process. For most marketers, therefore, the question is not whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Which one of the following is the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option? A.Contribution BConformability C.Coverage D.Complementarity E.Commonality
A Contribution is the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option. Contribution should address how a communication affects consumer processing and awareness, enhances image, elicits responses, and induces sales.
The average city dweller is exposed to an estimate ________ ad messages a day. A.3000 to 5000 B.500 to 2000 C.5000 to 8000 D.4000 to 7000 E.1000 to 3000
A Even as some marketers flee traditional media, they still encounter challenges. Commercial clutter is rampant. The average city dweller is exposed to an estimated 3000 to 5000 ad messages a day. Short-form video content and ads appear at gas stations, grocery stores, doctors' offices, and big-box retailers.
Personal selling can also make a strong contribution in consumer-goods marketing. An effectively trained company sales force can make four important contributions, including which one of the following? A.Increasing product inventory and devoting more shelf space. B.Providing an introduction to the company. C.Explaining new features. D.Reassuring customers about their purchase. E.Using the company's ads to legitimize the company and products.
A Sales reps can persuade dealers to take more stock and devote more shelf space to the company's brand, in addition to building enthusiasm, conducting missionary selling, and managing key accounts.
To measure the results of communications investments, senior managers look at ________ and ________. A.outcomes, revenues B.frequency, outputs C.frequency, inputs D.inputs, expenses E.Recall, recognition scores
A Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only inputs and expenses.
The second major step in developing effective communications is __________. A.determining the communications objectives B.determining the sales and marketing objectives C.determining category needs and brand awareness objectives D.determining target markets, category needs and brand awareness objectives E.determining category needs, brand awareness objectives, and brand purchase objectives
A The first step is to determine the target audience. The second major step is to determine the communications objectives. It has been suggested that there are four possible pieces of this process: category need, brand awareness, brand attitude, and brand purchase intention.
__________ is the first and critical major step in developing effective marketing communications. A.Identifying the target audience B.Identifying core marketing objectives C.Developing the marketing communications budget D.Developing and planning the media schedule E.Identifying sales and revenue targets
A The process must start with a clear target audience in mind: potential buyers of the company's current products, current users, or influencers, groups, particular publics, or the general public. The target audience is a critical influence on the communicator's decisions.
How does a marketer improve the consumer's ability to recognize or recall a brand in enough detail to make a purchase? A.Building brand awareness B.Building brand attitude C.Influencing purchase intention D.Establishing a need category E.Building brand recall
A This is fostering the consumer's ability to recognize or recall the brand in sufficient detail to make a purchase. Recognition is easier to achieve than recalllong dash consumers asked to think of a brand of frozen entrées are more likely to recognize Stouffer's distinctive orange packages than to recall the brand. Brand recall is important outside the store; brand recognition is important inside the store. Brand awareness provides a foundation for brand equity.
A(n) ________ elaborates on product or service attributes or benefits. A.expertise appeal B.informational appeal C.transformational appeal D.trustworthiness appeal E.likability appeal
B An informational appeal elaborates on product or service attributes or benefits. Examples in advertising are problemdash solution ads, product demonstration ads, product comparison ads, and testimonials from unknown or celebrity endorsers.
Communication options are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options. A. Coverage B. Complementarity C. Contribution D. Conformability E. Commonality
B Communication options are often more effective when used in tandem. Complementarity relates to the extent to which different associations and linkages are emphasized across communication options. For effective positioning, brands typically need to establish multiple brand associations. Different marketing communication options may be better suited to establishing a particular brand association.
Marketing communication's role is to __________. A.build customer and stakeholder equity B.generate sales and build customer and brand equity C.build brand equity D.build brand and customer equity E.build stakeholder and brand equity
B Marketing communications fulfills all of these roles. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible to target customers.
Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations and answering questions are common communication platforms in the _____ mix. A.direct marketing B.personal selling C.mobile marketing D.events and experiences E.sales promotion
B Personal selling includes face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
The marketing communications planning process evaluates the __________ and skillfully combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages. A.strategic roles of general advertising and direct response B.strategic roles of a variety of communications disciplines C.the strategic roles of a selection of narrow and targeted communications disciplines D.strategic roles of general advertising, direct response, and sales promotion E.strategic roles of direct response, sales promotion, and social media
B The marketer must examine more than just a few communications disciplines or methods to achieve seamless integration of messages. The marketing communications planning process evaluates the strategic roles of a variety of communications disciplines and skillfully combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.
What is the first step in planning marketing communications activities? A.Determining the message and media B.A communication audit C.Determining media-neutral options D.Forging brand image in consumers' memories E.A consistent message
B The starting point in planning marketing is a communication audit that profiles all interactions customers in the target market might have with the company and all its products and services. However, marketing communications activities must be integrated to deliver a consistent message and achieve strategic positioning.
Communication options for ads can appear in paid media, ________ and earned media. A.Print media B.Virtual media C.Owned media D.Direct mail media E. Press coverage
C Communication options appear in paid media (traditional outlets such as TV, print, and direct mail), owned media (company-controlled options such as websites, blogs, mobile apps, and social media) and earned media (virtual or real-world word-of-mouth and press coverage).
Companies use __________ coupons, contests, premiums to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. A.mobile marketing B.events and experience C.sales promotion D.social media marketing E.public relations
C Companies use sales promotion tools: coupons, contests, premiums to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. Sales promotion tools should have the ability to be attention-getting, have an incentive and be an invitation.
Marketers should combine personal and nonpersonal communications channels through ________ to achieve maximum influence and increase message reach and effect. A.buyer-readiness stages B.personal selling campaigns C.multiple-vehicle, multiplestage campaigns D.missionary selling campaigns E.product lifecycle stages
C Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels through multiple-vehicle, multiplestage campaigns to achieve maximum influence and increase message reach and effect.
Online marketing and messages can take many forms to interact with consumers, but share three specific characteristics. Which characteristics apply specifically to online and social media marketing? A.Relevant, engaging, and implicit B.Timely, influential, and pervasive C.Rich, interactive, and up-to-date D.Personal, proactive, and complementary E.Customized, relationship-oriented, and response-oriented
C Online marketing and messages can take many forms to interact with consumers when they are in active-search mode or just browsing and surfing online for something to do. They share three characteristics: Richlong dash Much information or entertainment can be provided, as much or as little as a consumer might want. Interactivelong dash Information can be changed or updated depending on the person's response. Up-to-datelong dash A message can be prepared very quickly and diffused through social media channels.
Facing stiff competition and nearly a decade of declining sales, Ocean Spray used a 360-degree campaign that employed all facets of marketing communication to reach consumers in a variety of settings. When bringing miniature cranberry bogs to be featured on an NBC Today show segment, Ocean Spray was using a(n) ________ mix. A.events and promotional pricing B.sales promotions C.public relations and publicity D.online and social media marketing E.advertising
C PR played a crucial role. Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment. A "Bogs Across America Tour" brought the experience to Los Angeles and Chicago.
Sales meetings and incentive programs are communication tools found in a(n) ________ platform. A.mobile marketing B.sales promotion C.personal selling D.public relations and publicity E.advertising
C Personal selling includes sales presentations, sales meetings, incentive programs, samples, and fairs and trade shows.
The macro model of the communication process consists of nine key factors. __________ are two of the major tools for effective communication in the macromodel of the communications process. A.Noise and feedback B.Encoding and decoding C.Sender and receiver D.Message and media E.Response and feedback
C The elements of sender and receive are the two major tools for effective communication in the macromodel of the communications process. The macromodel of the communication process consists of nine key factors: sender, receiver, message, media, encoding, decoding, response, feedback, and noise.
When ads establish the brand in memory and create a brand image as well as drive sales and even affect shareholder value they are creating ________. A.brand loyalty B.brand dialogue C.integrated marketing schemes D.brand equity E.holistic marketing
D Marketing communications enable companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity establishing the brand in memory and creating a brand image as well as drive sales and even affect shareholder value.
Which one of the following market communication schemes is designed to engage customers or prospects and directly or indirectly raise awareness, improve images, or elicit sales of products and services? A.Events and experiences B.Direct and database marketing C.Personal selling D.Online and social media marketing E.Advertising
D Online activities and programs are designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
Advertising reaches geographically dispersed buyers. ________ enables the buyer to receive and compare the message of various competitors. A.Control B.Social media C.Influence D.Pervasiveness E.Amplified expressiveness
D Advertising permits the seller to repeat a message many times. Pervasiveness also enables the buyer to receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller's size, power, and success.
In this new communication environment, although _____ is often a central element of a marketing communications program, it is usually not the only oneor even the most important one for sales and building brand and customer equity. A.sales promotions B.direct selling C.social media D.advertising E.public relations
D In this new communication environment, although advertising is often a central element of a marketing communications program, it is usually not the only one or even the most important onelong dash for sales and building brand and customer equity.
Micromodels of marketing communications concentrate on consumers' specific responses to communications, and focus on ________. A.the way a message in encoded and decoded B.response and feedback or the marketer C.message and media interconnectivity D.consumers' specific responses to communications E.sender and receiver relationships
D Micromodels of marketing communications concentrate on consumers' specific responses to communications.
The marketing communications mix consists of eight major modes of communication. In choosing the marketing communications mix, marketers must examine the distinct advantages and costs of each communication tool and __________. A.the product's market rank B.the sales and revenue targets to be achieved C.the availability of marketing funds D.the company's market rank E.the brand's recognition level
D One of the fundamental considerations in choosing the marketing communications mix is examining the company's market rank. The marketing communications mix consists of eight major modes of communication. In choosing the marketing communications mix, marketers must examine the distinct advantages and costs of each communication tool and the company's market rank.
When determining how much to set as a communication budget, the ________ calls on marketers to develop communication budgets by defining goals and what it will cost to achieve them. A.percentage-of-sales method B.affordable method C.competitive-parity method D.objective-and-task method E.share-of-voice method
D The most defensible approach, the objective-and-task method, calls upon marketers to develop communication budgets by defining specific objectives, identifying the tasks that must be performed to achieve these objectives, and estimating the costs of performing them. The sum of these costs is the proposed communication budget.
When helping an audience compare quality, value, performance, and other features of competitors, a marketer is encouraging ________. A.liking B.conviction C.awareness D.preference E.knowledge
D The target audience might like the product but not prefer it to others. The communicator must then try to build consumer preference by comparing quality, value, performance, and other features to those of likely competitors.
Companies must adopt a(n) ________ to fully understand all the different ways communications can affect behavior. A.media coordination plan B. complementary marketing plan C. awareness and attitudes view of consumer buying behavior D. 360-degree view of consumers E. integrated marketing communications plan
D The wide range of communication tools, messages, and audiences available to marketers makes it imperative that companies move toward integrated marketing communications. They must adopt a 360-degree view of consumers to fully understand all the different ways communications can affect behavior.
To increase viewership during commercial breaks, the major broadcast and cable networks are ________. A.placing less focus on the product and more focus on the "story" of the characters in the ad B.using fewer ads and increasing the length of the ads C.using fast-action animation and repetition of ads D.shortening breaks and delaying ads E.placing the same ad on more channels
D To increase viewership during commercial breaks, the major broadcast and cable networks are shortening breaks and delaying them until viewers are more likely to be engaged in a program. For some programs and time slots, adding in delayed viewership can make a big difference in the size of the audience.
During the _____ stage of the product life cycle, sales promotion continues strong, while other communication tools are reduced. A.growth B.maturity C.distribution stage D.introduction E.decline
E Correct. In the decline stage, sales promotion continues strong, other communication tools are reduced, and salespeople give the product only minimal attention.
________ are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands they sell. A.Personal selling plans B.Advertising schemes C.Direct and database marketing plans D.Sales promotion communications E.Marketing communications
E Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers the products and brands they sell. In a sense, they represent the voice of the company and its brands; they are a means by which the firm can establish a dialogue and build relationships with consumers.
Marketing communication activities in every medium contribute to brand equity and drive sales in many ways. Which of the following should result in an identical impact on brand equity, regardless of how the message is formed? A.How the marketer forges brand image in consumers' memories B.How brand awareness is created C.The positive brand judgments or feelings associated with the brand D.How the message strengthens consumer loyalty E.The way brand associations are formed
E The way brand associations are formed does not matter. Whether a consumer has a strong, favorable, and unique brand association of Subaru with "outdoors," "active," and "rugged" because of a TV ad that shows the car driving over rough terrain or because Subaru sponsors ski, kayak, and mountain bike events, the effect in terms of Subaru's brand equity should be identical.
