Exam 17: Designing and Managing Integrated Marketing Communications

Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.

Communicators use ________ appeals such as fear,guilt,and shame to get people to do things or stop doing things.

Mass communications affect personal attitudes and behavior through a two-step process.

In communicating,selective attention,selective distortion,and ________ may come into play.

In the macromodel of communication,noise does not affect the communication process between sender and receiver.

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1)forging direct relationships with customers and (2)building a database of its best customers.This is an example of ________.

All consumers that develop a preference for a given product also display a conviction about buying it.

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

We find that 80% of the consumers in the total market are aware of brand A,60% have tried it,and only 20% who have tried it are satisfied.This indicates that the communications program is effective in creating awareness,but the product fails to meet consumer ________.

The objective-and-task method of promotions budgeting calls upon marketers to develop promotion budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives,and estimating the costs of performing these tasks.What is the major advantage of using this method?

The percentage-of-sales method of setting promotional expenditures calculates spending dollars based upon a percentage of last years' total sales.

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives,and estimating the costs of performing these tasks.

Marketing communications perform many functions for consumers such as telling or showing how and why a product is used,by what kind of person,and where and when.

Personal communications channels derive their effectiveness through ________ presentation and feedback.

The ability to identify the brand within the category,in sufficient detail to make a purchase,is known as ________.

The rapid diffusion of powerful broadband Internet connections,digital video recorders,multipurpose cell phones,and portable music and video players has bolstered the effectiveness of the mass media.

Every brand contact delivers an impression that can strengthen or weaken a customer's view of the company.

The four common methods that companies use to decide on a promotion budget include the affordable method,the percentage-of-sales method,________,and the objective-and-task method.

Borrowed-interest approaches to attract attention and create more liking and belief in the sponsor may also detract from comprehension,wear out their welcome fast,and overshadow the product.