MAR4802-Lesson 14: Engaging Consumers and Communicating Customer Value - Integrated Marketing Communication Strategy
Which of the following appeals is based on the idea that consumers often feel before they think?
A) emotional appeal
Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
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.
A) integrated marketing communications
A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.
A) noise
Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
A) percentage-of-sales
One of the message structure issues that a marketer must handle is whether to ________.
A) present the strongest arguments first or last
Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.
A) pull
Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.
A) sales promotion
Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?
A) sales promotion
Which of the following is the first step in developing an effective integrated communications and promotion program?
B) identifying the target audience
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.
B) integrate
To carefully integrate and coordinate the company's many communications channels and produce greater sales impact, some companies appoint a(n) ________.
B) marketing communications director
Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?
B) media
Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?
B) objective-and-task method
Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.
B) personal selling
In most cases, what is the most expensive promotion tool?
B) personal selling
A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.
B) rational
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
B) sales promotion
Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use?
B) the competitive-parity method
A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
B) two-sided
Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented?
C) selecting the message source
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-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?
C) the number of people who redeem the coupon
A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?
C) the promotion mix
To communicate effectively, a marketing communicator should most likely ________.
C) understand the consumer's field of experience
Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media. This will include all of the following EXCEPT ________.
Internet "chats"
Advertising has some shortcomings. What is NOT one of them?
It slowly reaches many people.
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 try the new makeup. In terms of the communication model, the medium of this ad is ________.
Ladies' Home Journal
Which of the following statements is true regarding the old mass-media communications model?
Many viewers are gaining control of message exposure through DVRs and video streaming.
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass media no longer capture the majority of promotional budgets
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass media no longer capture the majority of promotional budgets.
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 try the new makeup. In terms of the communication model, the sender of this message is ________.
Maybelline
________ is the company's most expensive promotion tool.
Personal selling
Communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these technologies also give consumers more control over the advertising messages they receive.
T
Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.
T
Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
T
Good marketing communications can speed the demise of a poor product.
T
If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.
T
Integrated marketing communications calls for recognizing all communications channels where the customer may encounter the company and its brands.
T
Large-scale advertising conveys a positive message about the seller's size, popularity, and success.
T
The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result.
T
A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy, putting most of the brand's marketing budget into trade and consumer sales promotion. Which of the following is a potential disadvantage of this approach?
The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term gains.
Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.
D) mass marketing; digital marketing
24) Of the various digital marketing categories, ________ is the fastest-growing category. A) blogs B) e-mail C) social media D) mobile E) brand Web sites
D) mobile
A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
D) moral
Which of the following is the most logical budget-setting method?
D) objective-and-task method
Of the following actions, which is permitted in personal selling activities?
D) offer incentives such as discounts based on size of an order
In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________.
D) ongoing customer relationships with the company
Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?
D) personal selling
Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?
D) public relations
Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
D) public relations
Which of the following is one of the four major communication functions?
D) response
In the communication process, an actual HP printer/fax machine advertisement would be considered ________.
D) the message
Which of the following statements is true about personal communication channels?
D) word-of-mouth influence uses a personal communication channel.
Decoding is the process by which a sender puts his or her thoughts into a symbolic form.
F; encoding
The four major communication functions are encoding, decoding, response, and noise.
F; encoding, decoding, response, feedback
________ from marketing communications may suggest changes in the promotion program or in the product offer itself.
Feedback
In the model of buyer-readiness stages, the first stage is ________.
awareness
Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.
awareness
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.
a pull strategy
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.
a pull strategy
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.
a push strategy
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 ________.
a push strategy
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
advertising
Which of the following would be classified as bait-and-switch advertising?
advertising a cheaper brand but only making a more expensive one available to customers
Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
affordable
Bait-and-switch advertising ________.
all of the above
Using integrated marketing communications, the communications process should start with ________.
an audit of all the potential customer touch points
Nonpersonal communication channels include major media, ________, and events.
atmospheres
Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.
brand contact
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
broadcasting; narrowcasting
Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?
direct marketing
Which promotional tool is described as nonpublic, immediate, customized, and interactive?
direct marketing
Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.
don't distinguish between message sources
The communicator must decide how to handle message structure issues. One issue is whether to ________ or not.
draw a conclusion
The affordable method of setting advertising budgets more frequently results in overspending, rather than in underspending.
f
The affordable method of setting advertising budgets takes into consideration the effects of promotion on sales.
f
The communications process should start with mass media advertising in order to reach a large number of consumers.
f
Using a push strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product.
f
A company's salespeople should always follow the rules of ________.
fair competition
"Teaser" advertising is most closely associated with the buyer-readiness stage of liking a product.
false
Awareness, knowledge, and preparation are buyer-readiness stages.
false
Decoding is the process of putting thought into symbolic form.
false
Integrated marketing communications allows brand messages to be developed by different departments within an organization.
false
New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control of the advertising messages they receive.
false
Sales promotion makes use of press releases and special events.
false
The "Stop. Think. Tylenol." ad is an example of a moral appeal.
false
The affordable method sets promotion budgets to match competitors' outlays.
false
The communications process should start with mass media advertising to reach many consumers.
false
Though mass marketing was effective in past decades, large companies no longer routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.
false
encoding is the process by which the receiver assigns meaning to symbols.
false
When a customer lets a producer know something about its products or advertising, the customer is providing ________.
feedback
Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.
focused marketing programs
To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
marketing communications director
Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts.
mass marketing
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
The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.
media
Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
percentage-of-sales
Communication through a telephone call is considered a part of a(n) ________ communication channel.
personal
Communication through the mail is categorized as a(n) ________ communication channel.
personal
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.
personal selling
Which of the following promotional tools is the most effective in building up buyers preferences, convictions, and actions?
personal selling
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
personal selling
Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
pull; push
Which promotional mix strategy directs marketing efforts toward market channel members?
push
Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?
push and pull
John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?
push strategy
A message showing a product's quality, economy, value, or performance is called a(n) ________ appeal.
rational
In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.
rational
In the communication process, the reaction of the receiver after being exposed to a message is called the ________.
response
"Buy it now" is the message of ________.
sales promotion
Which major promotion category makes use of displays, discounts, coupons, and demonstrations?
sales promotion
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
sales promotions
When a car-maker wants to introduce a new model, it is most likely to began with an extensive ________ advertising campaign to create name familiarity and interest.
teaser
Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools?
catalogs
To ________, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember.
collect feedback
The two broad types of ________ channels are personal and nonpersonal.
communication
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
communications channels that should be integrated under the concept of integrated marketing communications
Companies often fail to integrate their various communications to consumers because ________.
communications often come from different parts of the company
Which method of setting an advertising budget is based on analyzing competitors' spending?
competitive-parity method
The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?
competitor
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.
consistency
Integrated marketing communications produces better communications ________ and greater ________ impact.
consistency; sales
Today, marketers are moving toward viewing communications as managing the ________ over time.
customer relationship
Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
the Internet and other technologies
In the communication process, an actual HP printer/fax machine advertisement is called ________.
the message
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 try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?
the number of people who redeem the coupon
Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?
the objective-task method
In the "chaos scenario" predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________.
the possibilities of new digital technologies
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
the promotion mix
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
the same message, look, and feel
A company's marketing communications mix is also called its promotion mix.
true
A marketing communications director has overall responsibility for the company's communications efforts.
true
A recent trend toward more push than pull in the mixes of consumer-goods companies may achieve short-run sales at the expense of brand equity.
true
Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments.
true
Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
true
If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.
true
Mass markets have fragmented; thus, marketers are shifting away from mass marketing.
true
The percentage-of-sales method wrongly views sales as the cause of promotion rather than the result.
true
There are three types of appeal from which marketers may choose as they design their message content. These types are rational, emotional, and moral appeals.
true
Vast improvements in information technology are speeding the movement toward segmented marketing.
true
A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
two-sided
A(n) ________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims, or when the communicator has a negative association to overcome.
two-sided
To communicate effectively, a marketing communicator must ________ the consumer's field of experience.
understand
All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?
use extensive "teaser" advertising
Which of the following statements is most likely true regarding the objective-and-task method of budget setting?
A) It forces management to spell out its assumptions about the relationship between the money spent and promotion results.
________ refers to the process of putting thought into symbolic form.
B) Encoding
Which of the following statements is true regarding the affordable method for setting a promotion budget?
B) It completely ignores the effects of promotion on sales.
Which of the following is a strength of advertising?
B) It reaches masses of geographically dispersed buyers at low cost per exposure
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.
B) Ladies' Home Journal
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.
B) 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.
B) awareness
The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.
B) buyer-readiness
To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.
B) collect feedback
Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?
B) direct and digital marketing
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 ________.
B) how it will be said
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 ________.
D) encoding
________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
C) Buzz marketing
Which of the following is most likely a shortcoming of advertising?
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
23) Which of the following statements is true regarding the old mass-media communications model? A) Mass-media costs are decreasing. B) Mass-media audiences are increasing. C) Many viewers are gaining control of message exposure through DVRs and video streaming. D) Ad clutter is decreasing. E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.
C) Many viewers are gaining control of message
________ includes sales presentations, trade shows, and incentive programs.
C) Personal selling
Companies often fail to integrate their various messages to consumers because ________.
C) communications often come from different parts of the company
Which of the following methods is used by companies to set their advertising budgets based on the industry average?
C) competitive-parity method
The FTC has adopted a three-day cooling-off rule to give special protection to ________.
C) customers who were not seeking a product
In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?
C) determining communication objectives
Which promotional tool is the most immediate, customized, and interactive?
C) direct marketing
An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.
C) emotional
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 ________.
C) integrated marketing communication
The AIDA model identifies the characteristics of an effective ________.
C) marketing message
A(n) ________ is a set of symbols that the sender transmits.
C) message
Communication through a telephone call is considered a part of a(n) ________ communication channel.
C) personal
Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?
C) personal communication channel
A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?
C) public relations
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?
C) push strategy
While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.
D) identify potential distractions
Which of the following statements is most likely true regarding the competitive-parity method?
D) In this method, promotion budgets are set to match competitors' outlays.
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.
D) Maybelline
Moral appeals ________.
D) are directed to an audience's sense of what is "right" and "proper"
Using the AIDA model, an effective marketing message should get attention, hold interest, ________, and obtain action.
D) arouse desire
Marketing communicators must know what ________ and what ________.
D) audiences they wish to reach; responses they want
While using integrated marketing communications, the communications process should start with a(n) ________.
D) audit of all potential customer touch points
Among the buyer-readiness stages, the first stage is ________.
D) awareness
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.
D) consistency
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.
D) content marketing managers
In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.
D) decoding
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 ________.
D) digital technologies are changing the ways companies and customers communicate
Which of the following advertising slogans most likely represents a two-sided argument?
E) The next big thing is already here
Which of the following statements is true regarding today's marketing communications?
E) Today's consumers are better informed about products and services.
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.
E) affordable
Display media includes ________.
E) billboards
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.
E) deliver a clear, consistent, and compelling message
Which of the following is one of the five major promotion tools?
E) direct and digital marketing
The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.
E) encoding
A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.
E) format
Which buyer-readiness stage are consumers in when they are feeling favorable about the product?
E) liking
Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?
E) online social networks
Communications programs need to be developed for specific niches, individuals, and ________.
E) segments
In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.
E) the promotion, product, price, and place be coordinated
Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.
E) word-of-mouth influence
Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.
F
All personal communication channels are controlled directly by the company.
F
Because personal selling involves developing relationships, it is acceptable for salespeople to stretch claims they make about a product's advantages.
F
Integrating the promotion mix starts with suppliers.
F
Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.
F
Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
F
The shift toward digital communication allows companies to keep control of message exposure.
F
The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.
F;
Encoding is the process by which the receiver assigns meaning to symbols.
F; sender
The affordable method involves setting promotion budgets to match competitors' outlays.
F; the competitive parity method
Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.
F; usually moral appeals
A good marketing message will try to move consumers through several steps of the buyer-readiness stages in a single message.
F; will have qualities of: getting attention, holding interest, arousing desire, and obtaining action; few messages will take the consumer through all 6 buyer readiness stages
________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
Public relations
________ consists of strong short-term incentives that invite and reward quick responses from customers.
Sales promotion
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?
TV and other mass media still capture the lion share of promotional budgets.
The six ________ stages that consumers normally pass through on their way to making a purchase include awareness, knowledge, liking, preference, conviction, and purchase.
buyer-readiness
A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.
buzz marketing
Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________.
buzz marketing
The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.
decoding
Marketing communicators must do all of the following EXCEPT ________.
deliver products to the customer
Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand. This type of message is called a(n) ________ appeal.
emotional
HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.
encoding
The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model.
encoding
Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.
encoding; decodes
The six buyer-readiness stages include all of the following EXCEPT ________.
hesitation
Though a popular appeal, when used poorly ________ can detract from comprehension, quickly wear out its welcome, overshadow the product, or even irritate consumers.
humor
Which of the following is the first step in developing an effective integrated communications and promotion program?
identifying the target audience
All too often companies today have failed to ________ their various communications channels, resulting in a hodgepodge of communications to consumers.
integrate
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.
integrated marketing communication
More companies are adopting the concept of ________, which carefully integrates 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
When starting their business, John and Barb would most likely have benefitted from understanding ________.
integrated marketing communications
Companies use all of the following methods to set their advertising budget EXCEPT the ________.
integrated method
Mass-media advertising routinely involves a company investing millions or even billions of dollars to reach tens of ________ of customers with a single ad.
millions
Of the various digital marketing categories, ________ is the fastest-growing category.
mobile
A charitable trust's appeal which states, "While you are trying to figure out man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
moral
An example of a(n) ________ appeal is the Salvation Army appeal, "While you were trying to figure out what to get the man who has everything, don't forget the man who has nothing."
moral
Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?
network television
A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________.
noise
Which of the following is NOT one of the four major communication functions?
noise
perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplishing specific promotion goals.
objective-and-task
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
Integrated marketing communications involves identifying the target audience and shaping a well-coordinated ________ to elicit the desired audience response.
promotional program
Moral appeals are directed to the audience's sense of what is "right" and ________.
proper
A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example?
public relations
Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?
public relations
Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
public relations
Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.
pull
Which promotional mix strategy directs marketing efforts toward final consumers?
pull
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
Which of the following is NOT a major category in a company's promotion mix?
strategic positioning
In designing the message structure, marketers must decide whether to present the ________ arguments first or last in a message.
strongest
Which of the following is LEAST important for integrating a firm's marketing communications?
study the competitor's communications and promotions
As mass markets have fragmented, marketers have shifted away from mass marketing.
t
Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.
t
The integrated marketing concept ties together all of the company's messages and images.
t
The percentage-of-sales budget is based on the availability of funds rather than on opportunities.
t
