Exam 17: Designing and Managing Integrated Marketing Communications

If a consumer has an equally strong,favorable,and unique brand association of Subaru with the concepts "outdoors," "active," and rugged" because of exposure to a TV ad that shows the car driving over rugged terrain at different times of the year,the impact in terms of Subaru's brand equity should be ________.

Senior managers want to know the outcomes and revenues resulting from their communications investments.Too often,however,their communications directors supply only ________ and expenses.

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.

Two-sided messages are more effective when negative associations must be overcome.

Communications that use cute babies,puppies,or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad.What are some of the usages for "borrowed-interest" devices?

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Marketing communications can contribute to brand equity by establishing the brand in memory and ________.

Brand recall is easier to achieve than brand recognition.

Micromodels of marketing communications concentrate on consumers' specific response to communications.List the four classic response hierarchy models.

Marketers need to assess which experiences and impressions will have the most influence at each ________ of the buying process.

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.

Nonpersonal channels are communications directed to more than one person and include media,sales promotions,events and experiences,and ________.

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

The factors that underlie source credibility include expertise,trustworthiness,and appropriateness.

For a Citibank campaign to market home equity loans,the bank used "mail plus coupon plus 800 number plus outbound telemarketing plus print advertising." This kind of campaign is known as a ________.

In assessing the collective impact of an IMC program,the marketer's overriding goal is to create the most effective and efficient communications program possible.The criterion of ________ is the proportion of the audience reached by each communication option employed,as well as how much overlap exists among communication options.

Explain the elements of the macromodel of communication process and list the nine elements contained.

Though we can profile the target audience in terms of any number of market segments,it's often useful to do so in terms of usage and loyalty.

Integrated marketing communications can produce stronger message consistency and greater sales impact.