Question 1

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Accepted Answer

Communication tools vary in cost-effecti

Question 2

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

Accepted Answer

A)  personal selling 
B)  sales promotion 
C)  interactive marketing 
D)  direct marketing 
E)  events and experiences 
A)  personal selling 
B)  sales promotion 
C)  interactive marketing 
D)  direct marketing 
E)  events and experiences

Question 3

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Accepted Answer

A)  advertising 
B)  personal selling 
C)  direct marketing 
D)  public relations 
E)  sales promotion 
A)  advertising 
B)  personal selling 
C)  direct marketing 
D)  public relations 
E)  sales promotion

Question 5

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

Accepted Answer

A) True 
 B)False

Question 6

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a form of earned media for marketing communication messages?

Accepted Answer

A)  experts providing product reviews 
B)  celebrities endorsing products 
C)  social network discussions about products 
D)  company salespeople contacting target buyers 
E)  sponsored advertisements promoting products 
A)  experts providing product reviews 
B)  celebrities endorsing products 
C)  social network discussions about products 
D)  company salespeople contacting target buyers 
E)  sponsored advertisements promoting products

Question 8

Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.

Accepted Answer

A) True 
 B)False

Question 9

Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active, youthful people uses a transformational appeal as its creative strategy.

Accepted Answer

A) True 
 B)False

Question 10

In this new communication environment, advertising is often the single-most important element of a marketing communications program for sales and building brand and customer equity.

Accepted Answer

A) True 
 B)False

Question 11

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Accepted Answer

A)  Publicity campaigns 
B)  Trade promotions 
C)  Advertisements 
D)  Public relations 
E)  Events and experiences 
A)  Publicity campaigns 
B)  Trade promotions 
C)  Advertisements 
D)  Public relations 
E)  Events and experiences

Question 12

Janet is a marketing manager with a Injoos, a company that manufactures packaged fruit juices. Knowing that there exist several other companies in the market that offer similar products, Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

Accepted Answer

A)  advertising 
B)  personal selling 
C)  sales promotions 
D)  direct marketing 
E)  public relations 
A)  advertising 
B)  personal selling 
C)  sales promotions 
D)  direct marketing 
E)  public relations

Question 13

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

Accepted Answer

A)  events and experiences 
B)  publicity 
C)  direct marketing 
D)  sales promotion 
E)  interactive marketing 
A)  events and experiences 
B)  publicity 
C)  direct marketing 
D)  sales promotion 
E)  interactive marketing

Question 15

Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?

Accepted Answer

A)  expert channels 
B)  advocate channels 
C)  social channels 
D)  formal channels 
E)  sponsored channels 
A)  expert channels 
B)  advocate channels 
C)  social channels 
D)  formal channels 
E)  sponsored channels

Question 16

What is integrated marketing communications? What is its significance in the current marketing environment?

Accepted Answer

Many companies still rely on only one or

Question 17

Which of the following benefits is offered by sales promotion tools?

Accepted Answer

A)  Sales promotion tools are more authentic and credible to buyers than others such as advertising, public relations, and personal selling. 
B)  Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions. 
C)  Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received by customers. 
D)  Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer. 
E)  Sales promotion tools allow buyers personal choices and encourage them to respond directly. 
A)  Sales promotion tools are more authentic and credible to buyers than others such as advertising, public relations, and personal selling. 
B)  Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions. 
C)  Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received by customers. 
D)  Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer. 
E)  Sales promotion tools allow buyers personal choices and encourage them to respond directly.

Question 18

Which of the following is an example of a personal selling communication platform?

Accepted Answer

A)  sales presentations 
B)  company blogs 
C)  telemarketing 
D)  TV shopping 
E)  press kits 
A)  sales presentations 
B)  company blogs 
C)  telemarketing 
D)  TV shopping 
E)  press kits

Question 19

Briefly describe the macromodel of the marketing communications process.

Accepted Answer

The macromodel of the communications pro

Question 20

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

Accepted Answer

A)  fixed annual budget 
B)  suitable for long-range planning 
C)  priority given to role of promotion as an investment 
D)  calculated to reflect what the company can spare for marketing communications 
E)  based on the immediate impact of promotion on sales volume 
A)  fixed annual budget 
B)  suitable for long-range planning 
C)  priority given to role of promotion as an investment 
D)  calculated to reflect what the company can spare for marketing communications 
E)  based on the immediate impact of promotion on sales volume

Exam 17: Designing and Managing Integrated Marketing Communications

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

In building brand equity, marketers should be "media neutral" and evaluate all communication options on effectiveness and efficiency.

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing, word-of-mouth marketing, and personal selling.

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Which of the following is a form of earned media for marketing communication messages?

Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.

Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active, youthful people uses a transformational appeal as its creative strategy.

In this new communication environment, advertising is often the single-most important element of a marketing communications program for sales and building brand and customer equity.

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?

What is integrated marketing communications? What is its significance in the current marketing environment?

Which of the following benefits is offered by sales promotion tools?

Which of the following is an example of a personal selling communication platform?

Briefly describe the macromodel of the marketing communications process.

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

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

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