Exam 17: Designing and Managing Integrated Marketing Communications

Which of the following is an example of a business and sales force promotion?

What are the major characteristics of sales promotions as an element of the marketing communications mix?

Derek is working on promoting his company's Glazer brand of electronic razors. Market research suggests that the target audience possesses an intent to use Glazers, but is dithering over actually making the purchase. How can Derek modify the communications program to get customers to purchase Glazer razors?

________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

Which of the following circumstances are best suited for the use of personal selling?

How do the stages in a product's life cycle influence the marketing communications mix?

The marketing communications objective of "brand attitude" refers to helping consumers evaluate the brand's perceived ability to meet a currently relevant need.

Which of the following sources of a spokesperson's credibility describes his or her attractiveness?

All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Kelly and Trent use to arrive at the marketing communications budget?

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

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 emphasized by an advertisement for dish-washing gloves?

Personal influence carries especially great weight when products are inexpensive, risk-free, or purchased frequently.

Which of the following is an example of an events and experiences platform?

The most highly credible source would score high on at least two of the three dimensions-expertise, trustworthiness, and likability.

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?

Gravity is a company that markets customized T-shirts to its customers. Gravity runs an ad that seeks to attract more customers. Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

By using full-service marketing communications agencies, integrated and more effective marketing communications at a much lower total communications cost can be achieved.

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.