Question 1

If the messages are too discrepant,audiences will counter argue and disbelieve them.

Accepted Answer

A) True 
 B)False  True

Question 2

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Accepted Answer

Communication tools vary in cost-effectiveness at different stages of buyer readiness.Advertising and publicity play the most important roles in the awareness-building stage.Customer comprehension is primarily affected by advertising and personal selling.Customer conviction is influenced mostly by personal selling.Closing the sale is influenced mostly by personal selling and sales promotion.Reordering is also affected mostly by personal selling and sales promotion,and somewhat by reminder advertising.

Question 3

Luke is considering the various options available to him to promote an energy-drink,Turbozade,that is seeing decreasing sales volumes after having peaked some time back.Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

Accepted Answer

A) advertising 
B) direct marketing 
C) events and experiences 
D) sales promotions 
E) publicity 
A) advertising 
B) direct marketing 
C) events and experiences 
D) sales promotions 
E) publicity D

Question 4

What are the elements of the marketing communications mix?

Accepted Answer

The marketing communications mix consist

Question 5

Which of the following is an example of a personal communications channel?

Accepted Answer

A) public relations 
B) events and experiences 
C) interactive marketing 
D) sales promotions 
E) advertising 
A) public relations 
B) events and experiences 
C) interactive marketing 
D) sales promotions 
E) advertising

Question 6

All the response hierarchy models assume that a buyer passes through affective,cognitive,and behavioral stages,in that order.

Accepted Answer

A) True 
 B)False

Question 7

The marketing communications objective of "brand attitude" refers to helping consumers evaluate the brand's perceived ability to meet a currently relevant need.

Accepted Answer

A) True 
 B)False

Question 8

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 9

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 10

Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.

Accepted Answer

A) brand knowledge 
B) purchase patterns 
C) demographic characteristics 
D) income levels 
E) psychographic characteristics 
A) brand knowledge 
B) purchase patterns 
C) demographic characteristics 
D) income levels 
E) psychographic characteristics

Question 11

________ 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.

Accepted Answer

A) Brand engagement 
B) Integrated marketing communications 
C) Market research 
D) Customerization 
E) Marketing research 
A) Brand engagement 
B) Integrated marketing communications 
C) Market research 
D) Customerization 
E) Marketing research

Question 12

________ refers to the means by which firms attempt to inform,persuade,and remind consumers-directly or indirectly-about the products and brands they sell.

Accepted Answer

A) Human resource development 
B) Marketing communications 
C) Financial management 
D) Operations management 
E) Planning 
A) Human resource development 
B) Marketing communications 
C) Financial management 
D) Operations management 
E) Planning

Question 13

Which of the following is the correct order of stages that a buyer is assumed to pass through,by the four classic response hierarchy models?

Accepted Answer

A) cognitive stage-affective stage-behavioral stage 
B) affective stage-cognitive stage-behavioral stage 
C) behavioral stage-affective stage-cognitive stage 
D) cognitive stage-behavioral stage-affective stage 
E) affective stage-behavioral stage-cognitive stage 
A) cognitive stage-affective stage-behavioral stage 
B) affective stage-cognitive stage-behavioral stage 
C) behavioral stage-affective stage-cognitive stage 
D) cognitive stage-behavioral stage-affective stage 
E) affective stage-behavioral stage-cognitive stage

Question 14

What are the features of an ideal advertising campaign?

Accepted Answer

To increase the odds for a successful ma

Question 15

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following is a positively oriented relevant brand need?

Accepted Answer

A) problem removal 
B) social approval 
C) normal depletion 
D) problem avoidance 
E) incomplete satisfaction 
A) problem removal 
B) social approval 
C) normal depletion 
D) problem avoidance 
E) incomplete satisfaction

Question 16

Gravity is a company that markets customized T-shirts to its customers.Gravity runs an ad that seeks to attract more customers.Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Accepted Answer

The macromodel of the communications pro

Question 17

Fear appeals work best when they are rather strong and reinforce what the audience already believes.

Accepted Answer

A) True 
 B)False

Question 18

Karl Lee is 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 like over the course of the mobile phones' life cycle?

Accepted Answer

Mobile phones have relatively short life

Question 19

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?

Accepted Answer

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

Question 20

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

Accepted Answer

A) expertise 
B) trustworthiness 
C) likability 
D) integrity 
E) experience 
A) expertise 
B) trustworthiness 
C) likability 
D) integrity 
E) experience

Exam 17: Designing and Managing Integrated Marketing Communications

If the messages are too discrepant,audiences will counter argue and disbelieve them.

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Luke is considering the various options available to him to promote an energy-drink,Turbozade,that is seeing decreasing sales volumes after having peaked some time back.Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

What are the elements of the marketing communications mix?

Which of the following is an example of a personal communications channel?

All the response hierarchy models assume that a buyer passes through affective,cognitive,and behavioral stages,in that order.

The marketing communications objective of "brand attitude" refers to helping consumers evaluate the brand's perceived ability to meet a currently relevant need.

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

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

Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.

________ 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.

________ refers to the means by which firms attempt to inform,persuade,and remind consumers-directly or indirectly-about the products and brands they sell.

Which of the following is the correct order of stages that a buyer is assumed to pass through,by the four classic response hierarchy models?

What are the features of an ideal advertising campaign?

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following is a positively oriented relevant brand need?

Gravity is a company that markets customized T-shirts to its customers.Gravity runs an ad that seeks to attract more customers.Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Fear appeals work best when they are rather strong and reinforce what the audience already believes.

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?

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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