Question 1

Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?

Accepted Answer

A)  expert channels 
B)  social channels 
C)  advocate channels 
D)  independent channels 
E)  informal channels 
A)  expert channels 
B)  social channels 
C)  advocate channels 
D)  independent channels 
E)  informal channels

Question 2

Personal selling refers to people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

Accepted Answer

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

Question 4

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

Accepted Answer

A)  sales promotions 
B)  direct marketing 
C)  advertising 
D)  publicity 
E)  interactive marketing 
A)  sales promotions 
B)  direct marketing 
C)  advertising 
D)  publicity 
E)  interactive marketing

Question 6

Which is the first step to be performed by a marketer in developing effective marketing communications?

Accepted Answer

A)  identifying a target audience 
B)  determining the objectives 
C)  establishing the budget 
D)  deciding on the media mix 
E)  selecting the communication channels 
A)  identifying a target audience 
B)  determining the objectives 
C)  establishing the budget 
D)  deciding on the media mix 
E)  selecting the communication channels

Question 7

Provide a general description of the four classic response hierarchy models.

Accepted Answer

Micromodels of marketing communications

Question 8

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Accepted Answer

A) True 
 B)False

Question 9

Advertising allows the buyer to receive and compare the messages of various competitors.

Accepted Answer

A) True 
 B)False

Question 10

________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.

Accepted Answer

A)  Trustworthiness 
B)  Expertise 
C)  Acquaintance 
D)  Likability 
E)  Professionalism 
A)  Trustworthiness 
B)  Expertise 
C)  Acquaintance 
D)  Likability 
E)  Professionalism

Question 11

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 relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Accepted Answer

A)  problem removal 
B)  sensory gratification 
C)  normal depletion 
D)  intellectual stimulation 
E)  problem avoidance 
A)  problem removal 
B)  sensory gratification 
C)  normal depletion 
D)  intellectual stimulation 
E)  problem avoidance

Question 12

Write a short note on "brand awareness" as an objective of marketing communications.

Accepted Answer

Brand awareness refers to fostering the

Question 13

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Accepted Answer

A)  The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications. 
B)  The percentage-of-sales method views sales as the determiner of communications rather than as the result. 
C)  The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds. 
D)  The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending. 
E)  The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves. 
A)  The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications. 
B)  The percentage-of-sales method views sales as the determiner of communications rather than as the result. 
C)  The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds. 
D)  The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending. 
E)  The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves.

Question 15

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

Accepted Answer

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

Question 16

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

Accepted Answer

A)  attention 
B)  exposure 
C)  reception 
D)  adoption 
E)  conviction 
A)  attention 
B)  exposure 
C)  reception 
D)  adoption 
E)  conviction

Question 17

All the response hierarchy models assume that a buyer passes through affective, cognitive, and behavioral stages, in that order.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

Accepted Answer

A)  feedback 
B)  noise 
C)  receiver 
D)  message 
E)  sender 
A)  feedback 
B)  noise 
C)  receiver 
D)  message 
E)  sender

Question 19

Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?

Accepted Answer

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

Question 20

Which of the following statements is true of the two-step approach to mass communications?

Accepted Answer

A)  The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed. 
B)  Communications through mass media bypasses opinion leaders and reaches the individual buyers. 
C)  The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media. 
D)  According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. 
E)  Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly. 
A)  The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed. 
B)  Communications through mass media bypasses opinion leaders and reaches the individual buyers. 
C)  The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media. 
D)  According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. 
E)  Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.

Exam 17: Designing and Managing Integrated Marketing Communications

Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?

Personal selling refers to people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

Which is the first step to be performed by a marketer in developing effective marketing communications?

Provide a general description of the four classic response hierarchy models.

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Advertising allows the buyer to receive and compare the messages of various competitors.

________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.

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 relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Write a short note on "brand awareness" as an objective of marketing communications.

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

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

All the response hierarchy models assume that a buyer passes through affective, cognitive, and behavioral stages, in that order.

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

Which of the following statements is true of the two-step approach to mass communications?

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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