Exam 17: Designing and Managing Integrated Marketing Communications

Television advertising used to be the most powerful means of hitting the consumer marketing bull's-eye.Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

Anything that causes the consumer to notice and pay attention to the brand can ________ brand awareness.

Your marketing communications mix includes mail,telephone,fax,e-mail,or the Internet to communicate directly with specific customers and prospects.Which of the eight major modes of communication are you using?

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

Marketing functions must be coordinated to ensure ________ among communications tools.

The hierarchy-of-effects model contains awareness,knowledge,liking,________,conviction,and purchase.

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.

According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.

A spokesperson's credibility is very important to his or her effectiveness as a message source.What factors underlie source credibility and what makes for the most highly credible source?

The "learn-do-feel" model of consumer response models is relevant when the audience has low involvement and perceives little differentiation within the product category.

In the process of buying a new car,a consumer might talk to others,research the car on the Internet,visit showrooms,and buy magazines dedicated to the automobile industry.Where would you start in developing your marketing communication planning?

Integrated marketing communications has been slow to take hold for several reasons.List these reasons.

________ channels consists of neighbors,friends,family members,and associates talking to target buyers.

Communications-mix allocations vary between consumer and business markets.Consumer marketers tend to spend comparatively more on sales promotion and advertising;business marketers tend to spend comparatively more on ________.

By focusing on a non-product-related image,VW's advertising to active,youthful people with its "Drivers Wanted" campaign was an example of a ________.

Personal communications channels derive their effectiveness through individualized presentation and feedback.Within this category,we can distinguish between three channels: advocate channels,expert channels,and social channels.How would you characterize a seminar directed to retirees on buying real estate with no money down?

Most of the recent growth of nonpersonal channels has taken place through ________.

Your responsibility is to spend the company's communications dollars efficiently.As a result,you have collected the costs of the various forms of the communications mix.Your decision on "where" to spend your company dollars will be determined ________.

If a person has a positive attitude toward a source and a message,or a negative attitude toward both,a state of congruity is said to exist.