MKGT300 - Ch.14 Quiz

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims. Answers: emotional moral structured one-sided two-sided

two-sided

Display media includes ________. Answers: newspapers television company Web sites magazines billboards

billboards broadcast media (television, radio) print media (newspapers, magazines, direct mail) display media (billboards, signs, posters) online and digital media (email, websites, and mobile and social media)

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 ________. Answers: Maybelline Gigi Hadid the target market to which Gigi Hadid appeals Ladies' Home Journal readers who redeem the $2-off coupon

Ladies' Home Journal

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 ________. Answers: Gigi Hadid readers who redeem the $2-off coupon the target market to which Gigi Hadid appeals Ladies' Home Journal Maybelline

Maybelline

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 ________. Answers: word-of-mouth influence public relations a pull strategy buzz marketing a push strategy

a pull strategy

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. Answers: personal selling sales promotion advertising public relations direct and digital marketing

advertising

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 ________. Answers: direct marketing nonpersonal marketing a reverse marketing activity sales promotion buzz marketing

buzz marketing

Companies often fail to integrate their various messages to consumers because ________. Answers: personal selling and sales promotion are in direct conflict advertising departments are reluctant to work with public relations professionals communications often come from different parts of the company historically, consumers have been able to distinguish between message sources firms have overemphasized the concept of brand contact

communications often come from different parts of the company

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. Answers: consistency simplicity variety creativity flexibility

consistency

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________. Answers: acknowledging coordinating integrating reciprocating decoding

decoding • Encoding. The process of putting thought into symbolic form - Message. The set of symbols that the sender transmits • Media. The communication channels through which the message moves from the sender to the receiver • Decoding. The process by which the receiver assigns meaning to the symbols encoded by the sender • Receiver. The party receiving the message sent by another party • Response. The reactions of the receiver after being exposed to the message • Feedback. The part of the receiver's response communicated back to the sender • Noise. The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent

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 ________. Answers: distribution of products worldwide is more feasible and cost-effective digital technologies are changing the ways companies and customers communicate manufacturing processes are becoming more efficient retailing is more competitive with more sources of products available for consumers segmenting and targeting of consumers are more detailed than ever before

digital technologies are changing the ways companies and customers communicate

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal. Answers: structural standard rational moral emotional

emotional 1. rational- audiences self interest 2. emotional- stir up either positive or negative emotions 3. moral- audiences sense of right

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 ________. Answers: sending messaging decoding responding encoding

encoding

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________. Answers: medium content format structure channel

format message content- appeal or theme(rational, emotional, or moral) message format- headline, copy, illustration, and colors message structure- either draw conclusion or leave it to audience, present strongest argument first or last, and present one-sided argument or two-sided argument

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 ________. Answers: how it will be said what noise to anticipate how much it will cost to prepare the message how frequently it will be said whether it will be said

how it will be said

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 ________. Answers: integrated marketing communication buzz marketing experiential marketing word-of-mouth marketing database marketing

integrated marketing communication

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments. Answers: public relations activities; digital activities viral marketing; word-of-mouth marketing personal selling; digital activities mass marketing; digital marketing digital activities; mass marketing

mass marketing; digital marketing

A(n) ________ is a set of symbols that the sender transmits. Answers: message feedback loop encoder decoder media

message • Encoding. The process of putting thought into symbolic form - Message. The set of symbols that the sender transmits • Media. The communication channels through which the message moves from the sender to the receiver • Decoding. The process by which the receiver assigns meaning to the symbols encoded by the sender • Receiver. The party receiving the message sent by another party • Response. The reactions of the receiver after being exposed to the message • Feedback. The part of the receiver's response communicated back to the sender • Noise. The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent

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. Answers: moral rational standard structural awareness

moral 1. rational- audiences self interest 2. emotional- stir up either positive or negative emotions 3. moral- audiences sense of right

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 ________. Answers: decoding feedback encoding response noise

noise

Communication through a telephone call is considered a part of a(n) ________ communication channel. Answers: unidirectional personal online nonverbal nonpersonal

personal

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________. Answers: advertising sales promotion personal selling public relations direct and digital marketing

personal selling

In most cases, what is the most expensive promotion tool? Answers: advertising mass media public relations publicity personal selling

personal selling

Communications programs need to be developed for specific niches, individuals, and ________. Answers: genders products segments countries departments

products

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? Answers: public relations advertising direct marketing sales promotion personal selling

public relations

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. Answers: push; blitz pull; push blitz; pull push; pull pulse; pull

pull; push

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal. Answers: standard moral structural rational emotional

rational 1. rational- audiences self interest 2. emotional- stir up either positive or negative emotions 3. moral- audiences sense of right

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? Answers: the number of people who make up the target market the number of people who redeem the coupon the number of subscribers to Ladies' Home Journal the number of people who have purchased Maybelline products in the past the number of people to whom Gigi Hadid is an appealing spokesperson

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? Answers: the product mix the price mix horizontal diversification the promotion mix product line filling

the promotion mix

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact. Answers: the pubic relations staff work closely with the sales force the promotion, product, price, and place be coordinated the advertising be developed with the manufacturers' representatives the sales force lead the communication process the engineering and manufacturing departments work together

the promotion, product, price, and place be coordinated