Exam 17: Designing and Managing Integrated Marketing Communications

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

Establishing a product category,such as electric cars,as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a ________.

Marketing communications are the means by which firms attempt to inform,persuade,and remind consumers-directly or indirectly-about the products and brands that they sell.List the eight major modes of communication that make up the marketing communications mix.

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

Events always have a lasting effect on brand awareness,knowledge,and preference.

The influence of mass media on public opinion is as direct,powerful,and automatic as supposed.

Companies must consider several factors in developing their communications mix: the type of product market,consumer readiness to make a purchase,and stage in the product's life cycle.Also important is the company's market rank.

The marketing communications mix consists of eight major modes of communications.Which of the following is NOT one of these modes?

Marketing communications are the means by which firms attempt to ________,persuade,and remind consumers about the products and brands that they sell.

Relate the concept of marginal profit to the communications budgeting decision.

Explain the principle of congruity as it pertains to message sources.And what happens when a person holds one attitude toward the source and the opposite toward the message.

Why do companies use sales promotion tools,and what three distinctive benefits do these tools offer?

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

Which of the following statements best describes findings by Osgood and Tannenbaum related to congruity?

Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

A visit by a textbook publisher's sales representative is an example of ________.

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

For a buyer with high involvement with a product category who perceives high differentiation within it,describe the six elements of the hierarchy-of-effects model.

Communication tools vary in cost-effectiveness at different stages of buyer readiness.________ and publicity play the most important role in the awareness-building stage.