Question 1

Which of the following statements is true of the role of advertising in business markets?

Accepted Answer

A)  Advertising is unsuitable for explaining any new features that a product might have. 
B)  Sales calls are more economical than reminder advertisements. 
C)  Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase. 
D)  Sales representatives can use copies of the company's ads to legitimize their company and products. 
E)  Advertisements are the least preferred tools when intended to generate leads for sales representatives. 
A)  Advertising is unsuitable for explaining any new features that a product might have. 
B)  Sales calls are more economical than reminder advertisements. 
C)  Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase. 
D)  Sales representatives can use copies of the company's ads to legitimize their company and products. 
E)  Advertisements are the least preferred tools when intended to generate leads for sales representatives.

Question 2

A(n)________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

Accepted Answer

A)  aesthetic 
B)  informational 
C)  bandwagon 
D)  emotional 
E)  transformational 
A)  aesthetic 
B)  informational 
C)  bandwagon 
D)  emotional 
E)  transformational

Question 3

Marketers can set communications objectives at any level of the hierarchy-of-effects model.

Accepted Answer

A) True 
 B)False

Question 4

The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

Accepted Answer

A) True 
 B)False

Question 5

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Accepted Answer

A) True 
 B)False

Question 6

Fear appeals work best when they are rather strong and reinforce what the audience already believes.

Accepted Answer

A) True 
 B)False

Question 7

If the messages are too discrepant, audiences will counterargue and disbelieve them.

Accepted Answer

A) True 
 B)False

Question 8

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost, selling price, and profit per unit.

Accepted Answer

A) True 
 B)False

Question 9

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

Accepted Answer

A) True 
 B)False

Question 10

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Accepted Answer

A) True 
 B)False

Question 11

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Accepted Answer

A)  Brand engagement 
B)  Integrated marketing communications 
C)  Market research 
D)  Customerization 
E)  Marketing research 
A)  Brand engagement 
B)  Integrated marketing communications 
C)  Market research 
D)  Customerization 
E)  Marketing research

Question 12

Derek is working on promoting his company's Glazer brand of electronic razors. Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers. How can Derek modify the communications program to get customers to favor Glazers over other brands?

Accepted Answer

Student answers may vary.
Since customer

Question 13

Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.

Accepted Answer

A) True 
 B)False

Question 14

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?

Accepted Answer

A)  normal depletion 
B)  sensory gratification 
C)  social approval 
D)  intellectual stimulation 
E)  value enhancement 
A)  normal depletion 
B)  sensory gratification 
C)  social approval 
D)  intellectual stimulation 
E)  value enhancement

Question 15

According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?

Accepted Answer

A)  awareness 
B)  knowledge 
C)  purchase 
D)  preference 
E)  conviction 
A)  awareness 
B)  knowledge 
C)  purchase 
D)  preference 
E)  conviction

Question 16

What are the elements of the marketing communications mix?

Accepted Answer

The marketing communications mix consist

Question 17

Which of the following ads depict a transformational appeal?

Accepted Answer

A)  Thompson Water Seal can withstand intense rain, snow, and heat 
B)  DIRECTV offers better HD options than cable or other satellite operators 
C)  NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's 
D)  Pringles advertised "Once You Pop, the Fun Don't Stop" for years 
E)  Excedrin stops the toughest headache pain 
A)  Thompson Water Seal can withstand intense rain, snow, and heat 
B)  DIRECTV offers better HD options than cable or other satellite operators 
C)  NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's 
D)  Pringles advertised "Once You Pop, the Fun Don't Stop" for years 
E)  Excedrin stops the toughest headache pain

Question 18

In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is an example of an advertising platform?

Accepted Answer

A)  posters and leaflets 
B)  company magazines 
C)  fairs and trade shows 
D)  sales presentations 
E)  continuity programs 
A)  posters and leaflets 
B)  company magazines 
C)  fairs and trade shows 
D)  sales presentations 
E)  continuity programs

Question 20

Which of the following is an example of a public relations and publicity communication platform?

Accepted Answer

A)  lobbying 
B)  company museums 
C)  street activities 
D)  company blogs 
E)  incentive programs 
A)  lobbying 
B)  company museums 
C)  street activities 
D)  company blogs 
E)  incentive programs

Exam 17: Designing and Managing Integrated Marketing Communications

Which of the following statements is true of the role of advertising in business markets?

A(n)________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

Marketers can set communications objectives at any level of the hierarchy-of-effects model.

The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Fear appeals work best when they are rather strong and reinforce what the audience already believes.

If the messages are too discrepant, audiences will counterargue and disbelieve them.

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost, selling price, and profit per unit.

The affordable method accounts for the role of promotion as an investment and the immediate impact of promotion on sales volume.

Celebrities are likely to be effective when they are credible or personify a key product attribute.

________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?

According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?

What are the elements of the marketing communications mix?

Which of the following ads depict a transformational appeal?

In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

Which of the following is an example of an advertising platform?

Which of the following is an example of a public relations and publicity communication platform?

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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