Exam 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

The FTC has adopted a three-day cooling-off rule to give special protection to ________.

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

Which major promotion category uses catalogs, telephone marketing, kiosks, and the Internet?

Refer to the scenario below to answer the following question(s). John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure." John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said. -The percentage-of-sales budget is based on the availability of funds rather than on opportunities.

Outline the steps in developing effective marketing communications.

The four major communication functions are encoding, decoding, response, and noise.

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Which of the following is the most logical budget-setting method?

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

Which of the following is one of the five major promotion tools?

The background for the QuickRelief allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers. The headline states "QuickRelief is 54% more effective than the leading prescription." At the bottom of the ad, in small print, is an explanation of how the effectiveness of QuickRelief was determined. The ad also shows a package of QuickRelief so consumers can easily recognize it at the store. Identify the different components of the communication model for this advertisement.

________ refers to the process of putting thought into symbolic form.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

What role does message format play in print advertisements?

When is it advisable to predominantly use sales promotions in a promotion mix?

Display media includes ________.