Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Accepted Answer

A) problem removal 
B) sensory gratification 
C) normal depletion 
D) intellectual stimulation 
E) problem avoidance 
A) problem removal 
B) sensory gratification 
C) normal depletion 
D) intellectual stimulation 
E) problem avoidance

Question 3

Marketing communications allow companies to link their brands to other people,places,events,brands,experiences,feelings,and things.

Accepted Answer

A) True 
 B)False

Question 4

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 the four classic response hierarchy

Question 5

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

Accepted Answer

Senior managers want to know the outcome

Question 6

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

Accepted Answer

Personal influence carries especially gr

Question 7

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

Accepted Answer

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

Question 8

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

Accepted Answer

Student answers may vary.
Negative appea

Question 9

What is the objective-and-task method?

Accepted Answer

The objective-and-task method calls on m

Question 10

Marketing communication activities contribute to ____________.

Accepted Answer

A) major sales growth 
B) public relations 
C) brand equity 
D) awareness of competition 
E) economic growth 
A) major sales growth 
B) public relations 
C) brand equity 
D) awareness of competition 
E) economic growth

Question 11

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 12

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

Accepted Answer

A) True 
 B)False

Question 13

________ 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.

Accepted Answer

A) Personal selling 
B) Direct marketing 
C) Sales promotion 
D) Interactive marketing 
E) Public relations 
A) Personal selling 
B) Direct marketing 
C) Sales promotion 
D) Interactive marketing 
E) Public relations

Question 14

Which of the following is an example of a personal selling communication platform?

Accepted Answer

A) sales presentations 
B) company blogs 
C) telemarketing 
D) TV shopping 
E) press kits 
A) sales presentations 
B) company blogs 
C) telemarketing 
D) TV shopping 
E) press kits

Question 15

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

Accepted Answer

A) events 
B) direct marketing 
C) advertising 
D) publicity 
E) interactive marketing 
A) events 
B) direct marketing 
C) advertising 
D) publicity 
E) interactive marketing

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Terence,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 Kelly and Terence use to arrive at the marketing communications budget?

Accepted Answer

A) objective-and-task method 
B) affordable method 
C) competitive-parity method 
D) activity-based method 
E) percentage-of-sales method 
A) objective-and-task method 
B) affordable method 
C) competitive-parity method 
D) activity-based method 
E) percentage-of-sales method

Question 18

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?

Accepted Answer

A) principle of closure 
B) principle of duality 
C) principle of delegation 
D) principle of congruity 
E) principle of neutrality 
A) principle of closure 
B) principle of duality 
C) principle of delegation 
D) principle of congruity 
E) principle of neutrality

Question 19

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 20

Which is the first step to be performed by a marketer in developing effective marketing communications?

Accepted Answer

A) identifying a target audience 
B) determining the objectives 
C) establishing the budget 
D) deciding on the media mix 
E) selecting the communication channels 
A) identifying a target audience 
B) determining the objectives 
C) establishing the budget 
D) deciding on the media mix 
E) selecting the communication channels

Exam 17: Designing and Managing Integrated Marketing Communications

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

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 relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Marketing communications allow companies to link their brands to other people,places,events,brands,experiences,feelings,and things.

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?

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

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

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

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

What is the objective-and-task method?

Marketing communication activities contribute to ____________.

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

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

________ 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 is an example of a personal selling communication platform?

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

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

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?

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

Which is the first step to be performed by a marketer in developing effective marketing communications?

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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