Exam 17: Designing and Managing Integrated Marketing Communications

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost,selling price,and profit per unit.

Briefly describe the macromodel of the marketing communications process.

All response hierarchy models of the communication process assume the buyer passes through cognitive,affective,and behavioral stages,in that order.Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

Personal selling refers to people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Which of the following ads depict an informational appeal?

Janet is a marketing manager with Injoos,a company that manufactures packaged fruit juices.Knowing that there exist several other companies in the market that offer similar products,Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions.Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

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

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

The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing,word-of-mouth marketing,and personal selling.

Public relations is incapable of reaching prospects who prefer to avoid salespeople and advertisements.

The principle of congruity 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.

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

The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

What is integrated marketing communications? What is its significance in the current marketing environment?

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Many companies are coordinating their online and off-line communication activities.

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