Exam 17: Designing and Managing Integrated Marketing Communications

Because brand awareness and brand recall operate along the same brand recognition continuum,anything that causes the consumer to notice and pay attention to the brand will enhance brand recall.

The repetition of the local car dealers' commercials on late night television,besides being universally terrible,are examples of what characteristic of the advertising component of the communications mix.

The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

In measuring communication results,senior managers want to know the outcomes and revenues resulting from their communications investments.

________ channels consist of company salespeople contacting buyers in the target market.

In micromodels of marketing communications,the four classic response hierarchy models includes all of the following EXCEPT ________.

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.

John Maloney saw buyers as expecting one of four types of reward from a product: rational,sensory,social,or ego satisfaction.Crossing these four types of rewards with the three types of experience generates 12 types of messages.Explain the phrase "Real beer taste in a great light beer."

Mass communications affect personal attitudes and behavior through a two-step process.Ideas often flow from radio,television,and print to opinion leaders,and from these to the less ________-involved population groups.

The two-step flow of information challenges the notion that consumption styles ________ a "trickle-down" or "trickle-up" effect from mass media.

A well-chosen celebrity can draw attention to a product or brand.The choice of the celebrity is critical.The celebrity should have high recognition,high positive affect,and high ________ to the product.

Consumers are more likely to recognize Stouffer's distinctive orange packages than recall the brand.When is brand recall important and when is brand recognition important?

Communication objectives can be set at any level of the hierarchy-of-effect model.

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

An informational appeal elaborates on product or service attributes or benefits.

Most nonpersonal messages come through paid media.

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

Companies must allocate the marketing communications budget over the eight major modes of communication,including-advertising,sales promotion,public relations,events,sales force,interactive marketing,word-of-mouth,and ________.

Formulating the communications to achieve the desired response will require solving the problems of message strategy and creative strategy among others.Define and then describe the differences between these two strategies.

Many companies set promotion expenditures at a specified percentage of sales or of the sales price.What are the advantages and disadvantages of this method?