MKT CH14

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________. A) determine the desired response B) collect feedback C) choose the media through which to send a message D) identify potential distractions E) design a message

A

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________. A) whether it will be said B) how it will be said C) what noise to anticipate D) how much it will cost to prepare the message E) how frequently it will be said

B

Companies often fail to integrate their various messages to consumers because ________. A) historically, consumers have been able to distinguish between message sources B) advertising departments are reluctant to work with public relations professionals C) communications often come from different parts of the company D) personal selling and sales promotion are in direct conflict E) firms have overemphasized the concept of brand contact

C

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience? A) designing the message B) choosing the media through which to send the message C) determining communication objectives D) collecting feedback E) selecting the message source

C

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone. A) variety B) simplicity C) creativity D) consistency E) flexibility

D

Marketing communicators must know what ________ and what ________. A) products they wish to sell; audiences they want to target B) distribution channel(s) they wish to use; timing they need C) advertising media they will use; message they will send D) audiences they wish to reach; responses they want E) message they will send; feedback they expect

D

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________. A) have equal portions of the advertising budget B) use independent communications directors C) develop separate marketing objectives D) engage the same target audience E) deliver a clear, consistent, and compelling message

E

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model. A) sourcing B) messaging C) acknowledging D) decoding E) encoding

E

Which of the following statements is true regarding today's marketing communications? A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing. B) More customers have started relying on marketer-supplied information rather than finding out information on their own. C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance. D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers. E) Today's consumers are better informed about products and services.

E