Chapter 14 Quiz
__________ 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 communication process, putting thought into symbolic form is called __________.
encoding
Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.
encoding; decodes
Developing effective marketing communications starts with __________.
identifying the target audience
Nonpersonal communication channels include __________.
major media, atmospheres, and events
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?
the number of people who redeem the coupon
A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
two-sided
To communicate effectively, a marketing communicator should most likely ________.
understand the consumer's field of experience
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
Which of the following is the correct order of the six buyer-readiness stages?
Awareness, knowledge, liking, preference, conviction, and purchase
Which of the following statements regarding advertising in the new marketing communications model is correct?
Advertisers are shifting toward digital media.
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
Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
Advertising
Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.
Awareness
__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
Buzz marketing
What are the three major factors identified in the text that are changing today's marketing communications landscape?
Consumers, 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
Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
Integrated marketing communication
__________ 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
HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.
Encoding
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.
Maybelline
Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result?
Percentage-of-sales
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 promotional tool includes presentations, trade shows, and incentive programs?
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 objective-and-task method
What is the goal of integrated marketing communications?
To deliver clear, consistent, and compelling company and brand messages
Which of the following statements is true regarding today's marketing communications?
Today's consumers are better informed about products and services
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
Using a push strategy, a firm directs its promotional efforts toward __________.
channel members
One reason there is a need for integrated marketing communications is that __________.
consumers don't distinguish between content sources the way marketers do
In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt.
emotional
In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.
overlaps with; effective
Specific promotional tools used in __________ include press releases, sponsorships, events, and web pages
public relations
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
push strategy
Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.
sales promotion
John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy?
strategic planning
