Exam 17: Designing and Managing Integrated Marketing Communications

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers,other firms,the government,and media to promote or protect a company's image or its individual product communications?

What are the steps involved in developing effective marketing communications?

________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.

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

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.

In this new communication environment,advertising is often the single-most important element of a marketing communications program for sales and building brand and customer equity.

Write a short note on "brand awareness" as an objective of marketing communications.

Which of the following is an example of an direct marketing communication platform?

When Apple introduced the iPod in October,2001,it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market.Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?

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

Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Communications effectiveness depends solely on the content of a message,irrespective of how it is expressed.

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.

In a one-sided message,presenting the strongest argument first arouses attention and interest,important in media where the audience often does not attend to the whole message.

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?

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

Which of the following elements of the marketing communication mix involves use of mail,telephone,fax,email,or Internet to communicate with or solicit response or dialogue from specific customers and prospects?