Business Marketing Chapter 14
Which of the following statements regarding advertising in the new marketing communications model is correct?
advertisers are shifting toward digital media
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
Which of the following is the correct order of the six buyer-readiness stages?
awareness, knowledge, liking, preference, conviction and purchase
What are the three major factors identified in the text that are changing today's marketing communications landscape?
consumer, marketing strategy, and digital technologies
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 __________.
content marketing managers
__________ 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 communication process, putting thought into symbolic form is called __________.
encoding
Which promotional tool includes presentations, trade shows, and incentive programs?
Personal selling
__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion
In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt.
emotional
Specific promotional tools used in __________ include press releases, sponsorships, events, and web pages.
public relations
A company wishes 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
__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
buzz marketing
Developing effective marketing communications starts with __________.
identifying a target audience
Nonpersonal communication channels include __________.
major media, atmospheres, and events
Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result?
percentage of sells
At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions?
personal selling
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.
Which method for setting the total promotion budget is the most difficult to use?
the objection-and-task method
What is the goal of integrated marketing communications?
to deliver clear, consistent, and compelling company and brand messages
A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________.
video convergence
One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________.
word of mouth
One reason there is a need for integrated marketing communications is that __________.
consumers don't distinguish between content sources the way marketers do
Using a push strategy, a firm directs its promotional efforts toward __________.
channel members
Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
advertising