Exam 14: Communicating Customer Value: Integrated Marketing

New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers,but these new technologies also give consumers more control over the advertising messages they receive.

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Decoding is the process of putting thought into symbolic form.

A recent trend toward more push than pull in the mixes of consumer-goods companies may achieve short-run sales at the expense of brand equity.

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.

Mariah Goh,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

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.

Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.

Outline the steps in developing effective marketing communications.

Which of the following is NOT one of the four major communication functions?

Sales promotion makes use of press releases and special events.

Encoding is the process by which the receiver assigns meaning to symbols.

A marketer is making decisions about the headline,copy,illustration,and colors for a print ad.The marketer is making decisions about the ________.

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. -Which of the following would be the LEAST effective way for Fan and Quynh to reach new potential customers?

Name and define the four major communication functions.

There are three types of appeal from which marketers may choose as they design their message content.These types are rational,emotional,and moral appeals.

The communicator must decide how to handle message structure issues.One issue is whether to ________ or not.

The communications process should start with mass media advertising to reach many consumers.

The major promotion tool that includes catalogs,telephone marketing,kiosks,the Internet,and more is called ________.

Large-scale advertising conveys a positive message about the seller's size,popularity,and success.