Question 1

What is the role of advertising as a communications tool in marketing for business markets?

Accepted Answer

Although marketers rely more on sales calls in business markets, advertising still plays a significant role:
1. Advertising can provide an introduction to the company and its products.
2. If the product has new features, advertising can explain them.
3. Reminder advertising is more economical than sales calls.
4. Advertisements offering brochures and carrying the company's phone number or Web address are an effective way to generate leads for sales representatives.
4. Sales representatives can use copies of the company's ads to legitimize their company and products.
5. Advertising can remind customers how to use the product and reassure them about their purchase.

Question 2

The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs)have augmented the effectiveness of the mass media.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  word-of-mouth marketing 
D)  public relations 
E)  personal selling 
A)  advertising 
B)  sales promotion 
C)  word-of-mouth marketing 
D)  public relations 
E)  personal selling E

Question 4

Briefly describe the process of measuring the results of marketing communications.

Accepted Answer

Senior managers want to know the outcome

Question 5

In a one-sided message, presenting the strongest argument first arouses attention and interest, important in media where the audience often does not attend to the whole message.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a form of mass communications channel?

Accepted Answer

A)  interactive marketing 
B)  personal selling 
C)  public relations 
D)  word-of-mouth marketing 
E)  sales presentations 
A)  interactive marketing 
B)  personal selling 
C)  public relations 
D)  word-of-mouth marketing 
E)  sales presentations

Question 7

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Accepted Answer

A)  popularity 
B)  innovativeness 
C)  technological sophistication 
D)  efficiency 
E)  novelty 
A)  popularity 
B)  innovativeness 
C)  technological sophistication 
D)  efficiency 
E)  novelty

Question 8

How is coordination of media achieved through integrated marketing communications?

Accepted Answer

Media coordination can occur across and

Question 9

Which of the following is an example of an interactive marketing communication platform?

Accepted Answer

A)  product demonstrations 
B)  factory tours 
C)  company museums 
D)  TV shopping 
E)  community relations 
A)  product demonstrations 
B)  factory tours 
C)  company museums 
D)  TV shopping 
E)  community relations

Question 10

Which of the following is an example of a trade promotion?

Accepted Answer

A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums 
A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums

Question 11

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

Accepted Answer

A) True 
 B)False

Question 12

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Accepted Answer

A)  feel-do-learn 
B)  do-feel-learn 
C)  feel-learn-do 
D)  learn-do-feel 
E)  learn-feel-do 
A)  feel-do-learn 
B)  do-feel-learn 
C)  feel-learn-do 
D)  learn-do-feel 
E)  learn-feel-do

Question 13

Which of the following ads depict an informational appeal?

Accepted Answer

A)  Thompson Water Seal can withstand intense rain, snow, and heat 
B)  The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales 
C)  VW advertised to active, youthful people with its famed "Drivers Wanted" campaign 
D)  Pringles advertised "Once You Pop, the Fun Don't Stop" for years 
E)  KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good" 
A)  Thompson Water Seal can withstand intense rain, snow, and heat 
B)  The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales 
C)  VW advertised to active, youthful people with its famed "Drivers Wanted" campaign 
D)  Pringles advertised "Once You Pop, the Fun Don't Stop" for years 
E)  KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good"

Question 14

A "do-feel-learn" response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.

Accepted Answer

A) True 
 B)False

Question 15

Luke is considering the various options available to him to promote an energy-drink, Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

Accepted Answer

A)  advertising 
B)  direct marketing 
C)  events and experiences 
D)  sales promotions 
E)  publicity 
A)  advertising 
B)  direct marketing 
C)  events and experiences 
D)  sales promotions 
E)  publicity

Question 16

Tiger Woods' endorsement deals were terminated by a host of sponsors, including Accenture, Gillette, AT&T, and General Motors. What are the reasons for these companies dropping Woods from their promotional efforts?

Accepted Answer

Celebrities are likely to be effective w

Question 17

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Accepted Answer

A)  Public relations can reach prospects who prefer to avoid mass media and targeted promotions. 
B)  They incorporate some concession, inducement, or contribution that gives value to the consumer. 
C)  Given their live, real-time quality, public relations tools are more actively engaging for consumers. 
D)  Public relations communications can be prepared to appeal to the addressed individual. 
E)  Public relations tools create an immediate and interactive episode between two or more persons. 
A)  Public relations can reach prospects who prefer to avoid mass media and targeted promotions. 
B)  They incorporate some concession, inducement, or contribution that gives value to the consumer. 
C)  Given their live, real-time quality, public relations tools are more actively engaging for consumers. 
D)  Public relations communications can be prepared to appeal to the addressed individual. 
E)  Public relations tools create an immediate and interactive episode between two or more persons.

Question 18

Creative strategies refer to _______.

Accepted Answer

A)  the way marketers translate their messages into a specific communication 
B)  the amount of creative content in a communications message 
C)  the degree of innovation involved in the marketing of a product 
D)  the novelty of a marketing communication 
E)  the type of medium used to deliver a marketing communication 
A)  the way marketers translate their messages into a specific communication 
B)  the amount of creative content in a communications message 
C)  the degree of innovation involved in the marketing of a product 
D)  the novelty of a marketing communication 
E)  the type of medium used to deliver a marketing communication

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

Accepted Answer

A) True 
 B)False

Exam 17: Designing and Managing Integrated Marketing Communications

What is the role of advertising as a communications tool in marketing for business markets?

The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs)have augmented the effectiveness of the mass media.

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Briefly describe the process of measuring the results of marketing communications.

In a one-sided message, presenting the strongest argument first arouses attention and interest, important in media where the audience often does not attend to the whole message.

Which of the following is a form of mass communications channel?

Along which of the following parameters should marketers evaluate communication options when building brand equity?

How is coordination of media achieved through integrated marketing communications?

Which of the following is an example of an interactive marketing communication platform?

Which of the following is an example of a trade promotion?

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Which of the following ads depict an informational appeal?

A "do-feel-learn" response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.

Luke is considering the various options available to him to promote an energy-drink, Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?

Tiger Woods' endorsement deals were terminated by a host of sponsors, including Accenture, Gillette, AT&T, and General Motors. What are the reasons for these companies dropping Woods from their promotional efforts?

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Creative strategies refer to _______.

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

Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters