Exam 19: Designing and Managing Integrated Marketing Communications

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Compare and contrast the use of negative and positive appeals in advertising messages.

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

If the Coolest Cooler introduced its cooler to the general market and developed communications around the idea that it was going to develop awareness, interest, evaluation, trial, and then adoption, it would be using the innovation-adoption model of consumer responses.

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

Which of the following statements is true of the two-step approach to mass communications?

Qualities such as candor, humor, and naturalness make a spokesperson ________, which is an important component of spokesperson credibility.

A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

The most highly credible source would score high on at least two of the three dimensions - expertise, trustworthiness, and likability.

The beginning communications objective associated with a new-to-the world product - like an electric car - is always establishing category need.

Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.

Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Creative strategies refer to the ________.

Which of the following benefits is offered by sales promotion tools?

An ad agency has landed an account for Savola, a brand of healthy cooking oil. Describe how the ad can effectively incorporate negative appeals in its messages.

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.