Question 1

Which of the following is a form of mass communications channel?

Accepted Answer

A)  interactive marketing 
B)  personal selling 
C)  public relations 
D)  word-of-mouth marketing 
E)  sales presentations 
A)  interactive marketing 
B)  personal selling 
C)  public relations 
D)  word-of-mouth marketing 
E)  sales presentations

Question 2

Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing?

Accepted Answer

A)  remind end-consumers about the product 
B)  increase stock position 
C)  build enthusiasm 
D)  conduct missionary selling 
E)  manage key accounts 
A)  remind end-consumers about the product 
B)  increase stock position 
C)  build enthusiasm 
D)  conduct missionary selling 
E)  manage key accounts

Question 3

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

Accepted Answer

A)  attention 
B)  exposure 
C)  reception 
D)  adoption 
E)  conviction 
A)  attention 
B)  exposure 
C)  reception 
D)  adoption 
E)  conviction

Question 4

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Accepted Answer

A) True 
 B)False

Question 5

The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?

Accepted Answer

A)  interest 
B)  evaluation 
C)  trial 
D)  awareness 
E)  adoption 
A)  interest 
B)  evaluation 
C)  trial 
D)  awareness 
E)  adoption

Question 7

Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.

Accepted Answer

A) True 
 B)False

Question 8

The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?

Accepted Answer

A)  expert channels 
B)  advocate channels 
C)  social channels 
D)  formal channels 
E)  sponsored channels 
A)  expert channels 
B)  advocate channels 
C)  social channels 
D)  formal channels 
E)  sponsored channels

Question 10

Which of the following circumstances are best suited for personal selling?

Accepted Answer

A)  when the products used are simple and easy-to-use 
B)  when there is minimal risk involved in buying or using the products 
C)  when the market has fewer and larger sellers 
D)  when the products being marketed are inexpensive and easily available 
E)  when prospective customers are spread across a wide geographic area 
A)  when the products used are simple and easy-to-use 
B)  when there is minimal risk involved in buying or using the products 
C)  when the market has fewer and larger sellers 
D)  when the products being marketed are inexpensive and easily available 
E)  when prospective customers are spread across a wide geographic area

Question 11

Briefly describe the process of measuring the results of marketing communications.

Accepted Answer

Senior managers want to know the outcome

Question 12

Which of the following is an example of a business and sales force promotion?

Accepted Answer

A)  advertising allowance 
B)  free samples 
C)  contests for sales reps 
D)  display allowance 
E)  discount coupons 
A)  advertising allowance 
B)  free samples 
C)  contests for sales reps 
D)  display allowance 
E)  discount coupons

Question 13

Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?

Accepted Answer

A)  expert channel 
B)  formal channel 
C)  social channel 
D)  sponsored channel 
E)  advocate channel 
A)  expert channel 
B)  formal channel 
C)  social channel 
D)  sponsored channel 
E)  advocate channel

Question 14

Name a few products for which personal influence plays a significant role in marketing communications.

Accepted Answer

Personal influence carries especially gr

Question 15

Which of the following is an example of an events and experiences platform?

Accepted Answer

A)  fairs and trade shows 
B)  continuity programs 
C)  factory tours 
D)  sales presentations 
E)  community relations 
A)  fairs and trade shows 
B)  continuity programs 
C)  factory tours 
D)  sales presentations 
E)  community relations

Question 16

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

Accepted Answer

A) True 
 B)False

Question 17

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

A)  Personal selling 
B)  Sales promotion 
C)  Word-of-mouth marketing 
D)  Public relations 
E)  Advertising 
A)  Personal selling 
B)  Sales promotion 
C)  Word-of-mouth marketing 
D)  Public relations 
E)  Advertising

Question 18

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

Accepted Answer

A) True 
 B)False

Question 19

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Accepted Answer

A) True 
 B)False

Question 20

Alan is an executive with an ad agency that has been entrusted with accounts for a used-car showroom, a home appliances maker, and a soap company. With reference to response hierarchy models, how does Alan plan communication strategies for the three accounts effectively?

Accepted Answer

All of the four classic response hierarc

Exam 19: Designing and Managing Integrated Marketing Communications

Which of the following is a form of mass communications channel?

Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing?

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.

Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?

Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.

The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?

Which of the following circumstances are best suited for personal selling?

Briefly describe the process of measuring the results of marketing communications.

Which of the following is an example of a business and sales force promotion?

Name a few products for which personal influence plays a significant role in marketing communications.

Which of the following is an example of an events and experiences platform?

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Alan is an executive with an ad agency that has been entrusted with accounts for a used-car showroom, a home appliances maker, and a soap company. With reference to response hierarchy models, how does Alan plan communication strategies for the three accounts effectively?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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