Question 1

How do opinion leaders mediate the affect of mass communications?

Accepted Answer

Mass communications affect personal atti

Question 2

The competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

Accepted Answer

A) True 
 B)False

Question 3

The pervasiveness of advertising permits the seller to repeat a message many times.It also allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

A) True 
 B)False

Question 4

The commercials for pain remedies that promise quick relief to your aches and pains is an example of what type of creative strategy?

Accepted Answer

A) Informational appeal 
B) Transformational appeal 
C) Collective appeal 
D) Personal appeal 
E) Differentiated appeal 
A) Informational appeal 
B) Transformational appeal 
C) Collective appeal 
D) Personal appeal 
E) Differentiated appeal

Question 5

A well-chosen celebrity can draw attention to a product or brand but also poses certain risks.Identify three of those risks.

Accepted Answer

The celebrity might hold out for a large

Question 6

Personal communication channels derive their effectiveness through individualized presentation and feedback.

Accepted Answer

A) True 
 B)False

Question 7

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter.In other words,if a consumer has an equally strong,favorable,and unique brand association between two media,then the impact in terms of brand equity should be ________.

Accepted Answer

A) prominent 
B) identical 
C) different 
D) measurable 
E) actionable 
A) prominent 
B) identical 
C) different 
D) measurable 
E) actionable

Question 8

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

Accepted Answer

A) invitation 
B) free 
C) high credibility 
D) exposure 
E) low cost 
A) invitation 
B) free 
C) high credibility 
D) exposure 
E) low cost

Question 9

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

Accepted Answer

A) True 
 B)False

Question 10

For your target audience of new parents,communicating to them via newsletters,parenting magazines,baby clubs,and through hospitals is an example of what element of the macromodel of the communications process?

Accepted Answer

A) Response 
B) Receiver 
C) Decoding 
D) Encoding 
E) Media 
A) Response 
B) Receiver 
C) Decoding 
D) Encoding 
E) Media

Question 11

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

Accepted Answer

A) True 
 B)False

Question 12

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

Accepted Answer

A) celebrity status 
B) experience 
C) expertise 
D) age 
E) reputation 
A) celebrity status 
B) experience 
C) expertise 
D) age 
E) reputation

Question 13

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

Accepted Answer

A) consumers 
B) interests 
C) interactions 
D) usages 
E) exposures 
A) consumers 
B) interests 
C) interactions 
D) usages 
E) exposures

Question 14

List some of the benefits of a working integrated marketing communications program.

Accepted Answer

A working integrated marketing communica

Question 15

A one-time mailing offering a cookware item is an example of a ________.

Accepted Answer

A) single-vehicle,single-stage campaign 
B) direct campaign 
C) single-vehicle,multiple-stage campaign 
D) multiple-vehicle,multiple-stage campaign 
E) none of the above 
A) single-vehicle,single-stage campaign 
B) direct campaign 
C) single-vehicle,multiple-stage campaign 
D) multiple-vehicle,multiple-stage campaign 
E) none of the above

Question 16

The macromodel of effective communications contains nine elements.Two elements represent the major parties in a communication.These two parties are called ________ and ________.

Accepted Answer

A) sender;subject 
B) beginner;receiver 
C) receiver;starter 
D) initiator;receiver 
E) sender;receiver 
A) sender;subject 
B) beginner;receiver 
C) receiver;starter 
D) initiator;receiver 
E) sender;receiver

Question 17

When a communications director presents senior management with such things as press clipping counts,the number of ads placed,media costs,and such,he is supplying ________.

Accepted Answer

A) feedback 
B) revenues 
C) outcomes 
D) inputs 
E) outputs and expenses 
A) feedback 
B) revenues 
C) outcomes 
D) inputs 
E) outputs and expenses

Question 18

Qualities such as candor,humor,and naturalness make a source more _______,and therefore more credible.

Accepted Answer

A) trustworthy 
B) expert 
C) knowledgeable 
D) likable 
E) interesting 
A) trustworthy 
B) expert 
C) knowledgeable 
D) likable 
E) interesting

Question 19

Advertising can be used to build up a long-term image for a product or trigger quick sales.

Accepted Answer

A) True 
 B)False

Question 20

When Chipotle entered the Manhattan market,it gave burritos away to 6,000 people,anticipating that the event would create sufficient buzz to get the store on its feet after opening.This is an example of ________ marketing.

Accepted Answer

A) events and entertainment 
B) billboard 
C) word-of-mouth 
D) nonpersonal 
E) public relations 
A) events and entertainment 
B) billboard 
C) word-of-mouth 
D) nonpersonal 
E) public relations

Exam 17: Designing and Managing Integrated Marketing Communications

How do opinion leaders mediate the affect of mass communications?

The competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

The pervasiveness of advertising permits the seller to repeat a message many times.It also allows the buyer to receive and compare the messages of various competitors.

The commercials for pain remedies that promise quick relief to your aches and pains is an example of what type of creative strategy?

A well-chosen celebrity can draw attention to a product or brand but also poses certain risks.Identify three of those risks.

Personal communication channels derive their effectiveness through individualized presentation and feedback.

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter.In other words,if a consumer has an equally strong,favorable,and unique brand association between two media,then the impact in terms of brand equity should be ________.

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

For your target audience of new parents,communicating to them via newsletters,parenting magazines,baby clubs,and through hospitals is an example of what element of the macromodel of the communications process?

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

List some of the benefits of a working integrated marketing communications program.

A one-time mailing offering a cookware item is an example of a ________.

The macromodel of effective communications contains nine elements.Two elements represent the major parties in a communication.These two parties are called ________ and ________.

When a communications director presents senior management with such things as press clipping counts,the number of ads placed,media costs,and such,he is supplying ________.

Qualities such as candor,humor,and naturalness make a source more _______,and therefore more credible.

Advertising can be used to build up a long-term image for a product or trigger quick sales.

When Chipotle entered the Manhattan market,it gave burritos away to 6,000 people,anticipating that the event would create sufficient buzz to get the store on its feet after opening.This is an example of ________ marketing.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

The macromodel of effective communications contains nine elements.Two elements represent the major parties in a communication.These two parties are called and .