Exam 14: Communicating Customer Value: Integrated Marketing

Which of the following represent(s)a two-sided message?

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement.The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products.This is an example of ________.

HP's advertising agency assembles words and illustrations into an advertisement that will convey the intended message.What they are doing is called ________.

To communicate effectively,a marketing communicator must ________ the consumer's field of experience.

Though a popular appeal,when used poorly ________ can detract from comprehension,quickly wear out its welcome,overshadow the product,or even irritate consumers.

Describe the six buyer-readiness stages along with marketing strategies that may be used at each stage.

Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor is called ________.

Companies often fail to integrate their various communications to consumers because ________.

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

The two broad types of ________ channels are personal and non-personal.

Marketing communicators must do all of the following EXCEPT ________.

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

A company's marketing communications mix,also called its promotion mix,blends five different parts.Name and define these parts.

What is the value of opinion leaders to a marketer?

Which promotional mix strategy directs marketing efforts toward market channel members?

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is ________.

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Non-personal communication channels include major media,________,and events.

Refer to the scenario below to answer the following questions. Fan Kuei opened Sparkle Cleaning in 1999. Fan began by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, Fan and his wife, Quynh, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2006, Fan hired two additional employees. "Up to that point, we had room to grow but we really had no advertising plan," Fan stated. "We were relying mostly on word-of-mouth." By 2008, Barb hired 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," Quynh 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." Fan and Quynh Kuei now admit that they never realized the value of a sound promotional plan before now. "We wish we would have put together something catchy with a jingle way before now," they said. -In a recent radio spot,Fan and Quynh gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money.This is an example of a(n)________.