Marketing Management M4 (Ch. 14) Quiz Review

To carefully integrate and coordinate the company's many communications channels and produce greater sales impact, some companies appoint a(n) ________.

Marketing communications director

Of the following actions, which is permitted in personal selling activities?

Offer incentives such as discounts based on size of an order

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

Format

While using integrated marketing communications, the communications process should start with a(n) ________.

audit of all potential customer touch points

Among the buyer-readiness stages, the first stage is ________.

awareness

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

advertising

While using the ________ method for setting an advertising budget, a company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

affordable

Nonpersonal communication channels include major media, ________, and events.

atmospheres

Display media includes ________.

billboards

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.

digital technologies are changing the ways companies and customers communicate

Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.

focused marketing programs

The AIDA model identifies the characteristics of an effective ________.

marketing message

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

mass marketing; digital marketing

A(n) ________ is a set of symbols that the sender transmits.

message

________ includes sales presentations, trade shows, and incentive programs.

personal selling

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers?

push strategy

Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.

content marketing managers

The FTC has adopted a three-day cooling-off rule to give special protection to ________.

customers who were not seeking a product

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

the promotion, product, price, and place be coordinated

To communicate effectively, a marketing communicator should most likely ________.

understand the consumer's field of experience

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

word-of-mouth influence

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

buyer-readiness

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

decoding

________ refers to the process of putting thought into symbolic form.

encoding

The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

integrate

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

liking

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?

objective-and-task method

In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________.

ongoing customer relationships with the company

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