Question 1

In designing the message structure,marketers must decide whether to present the ________ arguments first or last in a message.

Accepted Answer

A)  emotional 
B)  structural 
C)  moral 
D)  strongest 
E)  scientific 
A)  emotional 
B)  structural 
C)  moral 
D)  strongest 
E)  scientific

Question 2

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Accepted Answer

A)  integrated 
B)  moving-average 
C)  competitive-parity 
D)  percentage-of-sales 
E)  affordable 
A)  integrated 
B)  moving-average 
C)  competitive-parity 
D)  percentage-of-sales 
E)  affordable

Question 3

The "Live United.Make a difference.Help create opportunities for everyone in your community." ad is an example of a moral appeal.

Accepted Answer

A) True 
 B)False

Question 4

As mass markets have _______,marketers are shifting away from ________.

Accepted Answer

A)  grown; promotion 
B)  fragmented; mass marketing 
C)  declined; fragmentation 
D)  fragmented; promotion 
E)  none of the above 
A)  grown; promotion 
B)  fragmented; mass marketing 
C)  declined; fragmentation 
D)  fragmented; promotion 
E)  none of the above

Question 5

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

A)  pull 
B)  blitz 
C)  push 
D)  buzz 
E)  pulse 
A)  pull 
B)  blitz 
C)  push 
D)  buzz 
E)  pulse

Question 6

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

Accepted Answer

A)  cable television channels 
B)  e-mail 
C)  cell phone content 
D)  network television 
E)  online social networks 
A)  cable television channels 
B)  e-mail 
C)  cell phone content 
D)  network television 
E)  online social networks

Question 7

Explain why sellers must avoid bait-and-switch advertising.

Accepted Answer

They have to do so b

Question 8

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,Web site,and retail outlets.It uses the same models in its catalog and in its print ads as well as on its Web site.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Accepted Answer

A)  buzz marketing 
B)  experiential marketing 
C)  integrated marketing communication 
D)  word-of-mouth marketing 
E)  database marketing 
A)  buzz marketing 
B)  experiential marketing 
C)  integrated marketing communication 
D)  word-of-mouth marketing 
E)  database marketing

Question 9

More companies are adopting the concept of ________,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.

Accepted Answer

A)  integrated marketing communications 
B)  integrated personal selling 
C)  integrated competitive methods 
D)  nonpersonal communication channels 
E)  buzz marketing 
A)  integrated marketing communications 
B)  integrated personal selling 
C)  integrated competitive methods 
D)  nonpersonal communication channels 
E)  buzz marketing

Question 10

In the model of buyer-readiness stages,the first stage is ________.

Accepted Answer

A)  preference 
B)  knowledge 
C)  liking 
D)  awareness 
E)  insistence 
A)  preference 
B)  knowledge 
C)  liking 
D)  awareness 
E)  insistence

Question 11

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

Accepted Answer

A)  rational 
B)  structural 
C)  emotional 
D)  moral 
E)  standard 
A)  rational 
B)  structural 
C)  emotional 
D)  moral 
E)  standard

Question 12

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

Accepted Answer

Sales promotions are used to invite and

Question 13

Which method of setting an advertising budget is based on monitoring competitors' spending?

Accepted Answer

A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  regression method 
A)  percentage-of-sales method 
B)  affordable method 
C)  competitive-parity method 
D)  objective-and-task method 
E)  regression method

Question 14

A(n)________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

Accepted Answer

A)  two-sided 
B)  one-sided 
C)  moral 
D)  emotional 
E)  scientific 
A)  two-sided 
B)  one-sided 
C)  moral 
D)  emotional 
E)  scientific

Question 15

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

Accepted Answer

A)  personal selling 
B)  direct marketing 
C)  a push strategy 
D)  a pull strategy 
E)  public relations 
A)  personal selling 
B)  direct marketing 
C)  a push strategy 
D)  a pull strategy 
E)  public relations

Question 16

An ad for Maybelline age-minimizing makeup in Her World magazine featured a celebrity and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the sender of this message is/are _____________.

Accepted Answer

A)  the celebrity 
B)  Her World magazine 
C)  readers who redeem the $1-off coupon 
D)  Maybelline 
E)  the target market to whom the celebrity 
A)  the celebrity 
B)  Her World magazine 
C)  readers who redeem the $1-off coupon 
D)  Maybelline 
E)  the target market to whom the celebrity

Question 17

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Accepted Answer

A) True 
 B)False

Question 18

A company's marketing communications mix is also called its promotion mix.

Accepted Answer

A) True 
 B)False

Question 19

To produce better communications consistency,a unified company image,and greater sales impact,some companies employ a(n)________.

Accepted Answer

A)  advertising agency 
B)  marketing communications director 
C)  public relations specialist 
D)  personal sales force 
E)  media planner 
A)  advertising agency 
B)  marketing communications director 
C)  public relations specialist 
D)  personal sales force 
E)  media planner

Question 20

What role does message format play in print advertisements?

Accepted Answer

In a print ad,for example,the

In designing the message structure,marketers must decide whether to present the ________ arguments first or last in a message.

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

The "Live United.Make a difference.Help create opportunities for everyone in your community." ad is an example of a moral appeal.

As mass markets have _,marketers are shifting away from __.

Which promotional mix strategy directs marketing efforts toward final consumers?

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

Explain why sellers must avoid bait-and-switch advertising.

More companies are adopting the concept of ________,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.

In the model of buyer-readiness stages,the first stage is ________.

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

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

Which method of setting an advertising budget is based on monitoring competitors' spending?

A(n)________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

An ad for Maybelline age-minimizing makeup in Her World magazine featured a celebrity and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the sender of this message is/are _____________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

A company's marketing communications mix is also called its promotion mix.

To produce better communications consistency,a unified company image,and greater sales impact,some companies employ a(n)________.

What role does message format play in print advertisements?

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 14: Communicating Customer Value: Integrated Marketing

In designing the message structure,marketers must decide whether to present the ________ arguments first or last in a message.

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

The "Live United.Make a difference.Help create opportunities for everyone in your community." ad is an example of a moral appeal.

As mass markets have _______,marketers are shifting away from ________.

Which promotional mix strategy directs marketing efforts toward final consumers?

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

Explain why sellers must avoid bait-and-switch advertising.

More companies are adopting the concept of ________,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.

In the model of buyer-readiness stages,the first stage is ________.

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

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

Which method of setting an advertising budget is based on monitoring competitors' spending?

A(n)________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

An ad for Maybelline age-minimizing makeup in Her World magazine featured a celebrity and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the sender of this message is/are _____________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

A company's marketing communications mix is also called its promotion mix.

To produce better communications consistency,a unified company image,and greater sales impact,some companies employ a(n)________.

What role does message format play in print advertisements?

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

As mass markets have _,marketers are shifting away from __.