Question 1

Which element of the marketing communications mix allows for amplified expressiveness?

Accepted Answer

A)  sales promotion 
B)  public relations 
C)  advertising 
D)  direct and interactive marketing 
E)  personal selling 
A)  sales promotion 
B)  public relations 
C)  advertising 
D)  direct and interactive marketing 
E)  personal selling

Question 2

Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

Accepted Answer

Mobile phones have relatively short life

Question 3

Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

Accepted Answer

A) True 
 B)False

Question 4

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Accepted Answer

A)  feel-do-learn 
B)  do-feel-learn 
C)  feel-learn-do 
D)  learn-do-feel 
E)  learn-feel-do 
A)  feel-do-learn 
B)  do-feel-learn 
C)  feel-learn-do 
D)  learn-do-feel 
E)  learn-feel-do

Question 5

Marketing communications budgets tend to be higher when there ________.

Accepted Answer

A)  is high channel support 
B)  exists hardly any change in the marketing program over time 
C)  are infrequent product purchases in large quantities 
D)  are differentiated products and nonhomogeneous customer needs 
E)  are many easily reachable customers spread over small geographic territories 
A)  is high channel support 
B)  exists hardly any change in the marketing program over time 
C)  are infrequent product purchases in large quantities 
D)  are differentiated products and nonhomogeneous customer needs 
E)  are many easily reachable customers spread over small geographic territories

Question 6

Problem removal and normal depletion are examples of positively oriented relevant brand needs.

Accepted Answer

A) True 
 B)False

Question 7

A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

Accepted Answer

A)  aesthetic 
B)  informational 
C)  bandwagon 
D)  emotional 
E)  transformational 
A)  aesthetic 
B)  informational 
C)  bandwagon 
D)  emotional 
E)  transformational

Question 8

Briefly describe the macromodel of the marketing communications process.

Accepted Answer

The macromodel of the communications pro

Question 9

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Accepted Answer

A)  Public relations can reach prospects who prefer to avoid mass media and targeted promotions. 
B)  They incorporate some concession, inducement, or contribution that gives value to the consumer. 
C)  Given their live, real-time quality, public relations tools are more actively engaging for consumers. 
D)  Public relations communications can be prepared to appeal to the addressed individual. 
E)  Public relations tools create an immediate and interactive episode between two or more persons. 
A)  Public relations can reach prospects who prefer to avoid mass media and targeted promotions. 
B)  They incorporate some concession, inducement, or contribution that gives value to the consumer. 
C)  Given their live, real-time quality, public relations tools are more actively engaging for consumers. 
D)  Public relations communications can be prepared to appeal to the addressed individual. 
E)  Public relations tools create an immediate and interactive episode between two or more persons.

Question 10

________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

Accepted Answer

A)  Frequency 
B)  Reach 
C)  Width 
D)  Depth 
E)  Range 
A)  Frequency 
B)  Reach 
C)  Width 
D)  Depth 
E)  Range

Question 11

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Accepted Answer

A) True 
 B)False

Question 12

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Accepted Answer

A)  Publicity campaigns 
B)  Trade promotions 
C)  Advertisements 
D)  Public relations 
E)  Events and experiences 
A)  Publicity campaigns 
B)  Trade promotions 
C)  Advertisements 
D)  Public relations 
E)  Events and experiences

Question 13

How do the stages in a product's life cycle influence the marketing communications mix?

Accepted Answer

In the introduction stage of the product

Question 14

Which of the following marketing communications tools is most effective at the later stages of the buying process?

Accepted Answer

A)  personal selling 
B)  public relations 
C)  advertising 
D)  sales promotions 
E)  direct marketing 
A)  personal selling 
B)  public relations 
C)  advertising 
D)  sales promotions 
E)  direct marketing

Question 15

The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action.

Accepted Answer

A)  sales promotions 
B)  personal selling 
C)  advertising 
D)  direct and interactive marketing 
E)  events 
A)  sales promotions 
B)  personal selling 
C)  advertising 
D)  direct and interactive marketing 
E)  events

Question 16

Advertising allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

A) True 
 B)False

Question 17

Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________.

Accepted Answer

A)  sales promotions 
B)  events and experiences 
C)  advertising 
D)  direct and interactive marketing 
E)  personal selling 
A)  sales promotions 
B)  events and experiences 
C)  advertising 
D)  direct and interactive marketing 
E)  personal selling

Question 18

What are the characteristics of an ideal ad campaign?

Accepted Answer

In an ideal ad campaign, the right consu

Question 19

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Accepted Answer

A)  advertising 
B)  direct marketing 
C)  public relations 
D)  personal selling 
E)  sales promotion 
A)  advertising 
B)  direct marketing 
C)  public relations 
D)  personal selling 
E)  sales promotion

Question 20

Motivational or "borrowed interest" devices - such as the presence of cute babies, frisky puppies, popular music, or provocative sex appeals - are often employed to attract attention and raise involvement with an ad.

Accepted Answer

A) True 
 B)False

Exam 19: Designing and Managing Integrated Marketing Communications

Which element of the marketing communications mix allows for amplified expressiveness?

Media coordination can occur across and within media types, but marketers should combine personal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Marketing communications budgets tend to be higher when there ________.

Problem removal and normal depletion are examples of positively oriented relevant brand needs.

A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

Briefly describe the macromodel of the marketing communications process.

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

How do the stages in a product's life cycle influence the marketing communications mix?

Which of the following marketing communications tools is most effective at the later stages of the buying process?

The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action.

Advertising allows the buyer to receive and compare the messages of various competitors.

Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________.

What are the characteristics of an ideal ad campaign?

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Motivational or "borrowed interest" devices - such as the presence of cute babies, frisky puppies, popular music, or provocative sex appeals - are often employed to attract attention and raise involvement with an ad.

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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