Marketing 3336 final review
27) To carefully integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products, some companies appoint a(n) ________. A) idea champion B) marketing communications director C) sales representative D) business analyst E) media planner
Answer: B marketing communications director
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) advertising C) direct marketing D) personal selling E) public relations
Answer: B advertising
Which major promotion category uses catalogs, telephone marketing, kiosks, and the Internet? A) sales promotion B) direct marketing C) horizontal diversification D) public relations E) advertising
Answer: B direct marketing
) Which of the following is the first step in developing an effective integrated communications and promotion program? A) designing a message B) identifying the target audience C) determining the communication objectives D) collecting feedback E) choosing the media through which to send a message
Answer: B identifying the target audience
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity
Answer: B sales promotion
Which promotional tool is the most immediate, customized, and interactive? A) segmented advertising B) sales promotion C) direct marketing D) horizontal diversification E) public relations
Answer: C
________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A) Sales promotion B) Indirect marketing C) Buzz marketing D) Stealth marketing E) Public relations
Answer: C Buzz marketing
Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
Answer: TRUE
Today, several 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 B) pull strategy C) vertical diversification D) nonpersonal communication channels E) buzz marketing
Answer: A integrated marketing communications
7) Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations? A) sales promotion B) direct marketing C) horizontal diversification D) public relations E) advertising
Answer: A) sales promotion
A company's marketing communications mix—also called its promotion mix—blends five different components. List and define these components.
Answer: Advertising is any paid-for or nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion includes short-term incentives to encourage the purchase or sale of a product or service. Public relations includes building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events. Personal selling includes a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. Direct marketing includes direct connections with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
139) Discuss direct marketing.
Answer: Although there are many forms of direct marketing—direct mail and catalogs, online marketing, mobile marketing, social media and others—they all share four distinctive characteristics. Direct marketing is less public: The message is normally directed to a specific person. Direct marketing is immediate and customized: Messages can be prepared very quickly and can be tailored to appeal to specific consumers. Finally, direct marketing is interactive: It allows a dialogue between the marketing team and the consumer, and messages can be altered depending on the consumer's response. Thus, direct marketing is well suited to highly-targeted marketing efforts and building one-to-one customer relationships
21) Companies often fail to integrate their various communications 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
Answer: C communications often come from different parts of the company
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 ________. A) buzz marketing B) experiential marketing C) integrated marketing communication D) word-of-mouth marketing E) database marketing
Answer: C integrated marketing communication
The AIDA model identifies the characteristics of an effective ________. A) advertising budget B) channel of communication C) marketing message D) marketing mix E) marketing response
Answer: C marketing message
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? A) sales promotion B) advertising C) public relations D) personal selling E) direct marketing
Answer: C public relations
2) 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. Which of the following terms best describes this set of communications tools? A) the product mix B) product line filling C) the promotion mix D) the price mix E) horizontal diversification
Answer: C the promotion mix
________ consists of strong short-term incentives that invite and reward quick responses from customers. A) Public relations B) Personal selling C) Advertising D) Sales promotion E) Direct marketing
Answer: D Sales promotion
78) 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 ________. A) a reverse marketing activity B) nonpersonal marketing C) sales promotion D) buzz marketing E) direct marketing
Answer: D buzz marketing
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
Answer: D consistency
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
Answer: D identify potential distractions
83) 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? A) public relations B) personal selling C) direct marketing D) strategic planning E) sales promotion
Answer: D strategic planning
Which of the following is one of the five major promotion tools? A) market penetration B) strategic positioning C) product line filling D) market diversification E) direct marketing
Answer: E direct marketing
129) When starting their business, John and Barb would most likely have benefitted from understanding ________. A) social media B) buzz marketing C) public relations campaigns D) network television advertising E) integrated marketing communications
Answer: E integrated marketing communications
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same brand message, look, and feel
Answer: E the same brand message, look, and feel
Explain the concept of integrated marketing communications (IMC).
Answer: IMC calls for recognizing all touchpoints where the customer may encounter the company and its brands. While implementing IMC, the company's goal should be to deliver a consistent and positive message at each contact. Integrated marketing communications ties together all of the company's messages and images. Its television and print ads have the same brand message, look, and feel as its e-mail and personal selling communications. And its PR materials project the same image as its Web site, online social networks, or mobile marketing efforts.
Discuss sales promotion.
Answer: Sales promotion includes a wide assortment of tools—coupons, contests, discounts, premiums, and others—all of which have many unique qualities. They attract consumer attention, offer strong incentives to purchase, and can be used to dramatize product offers and boost sagging sales. Sales promotions invite and reward quick response. Whereas advertising says, "Buy our product," sales promotion says, "Buy it now." Sales promotion effects are often short lived, however, and often are not as effective as advertising or personal selling in building long-run brand preference and customer relationships
When is it advisable to predominantly use sales promotions in a promotion mix?
Answer: Sales promotions are used to invite and reward quick response. Sales promotions are short-lived; therefore, sales promotions are used when the marketer intends to make a quick, dramatic impact on an intended audience with the use of coupons, samples, contest, etc.
28) Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.
Answer: TRUE
) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising Answer: D
D) public relations Answer: D
What AIDA means?
Get Attention. Hold interest. Arouse desire. Obtain action.
How to designing a message In AIDA model?
Message content : what to say Message format : How to say
AIDA message content
Rational appeal: relate to the audience's self-interest Emotional appeal: is an attempt to stir up positive or negative emotions to motivate a purchase. Moral appeal: is directed to the audience sense of right and proper.