Exam 14: Communicating Customer Value

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.

What role does message format play in print advertisements?

Advertising has some shortcomings.What is NOT one of them?

"Teaser" advertising is most closely associated with the buyer- readiness stage of liking a product.

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

"Buy it now" is the message of .

The percentage- of- sales method wrongly views sales as the cause of promotion rather than the result.

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 .

The affordable method sets promotion budgets to match competitors' outlays.

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

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

Companies use all of the following methods to set their advertising budget EXCEPT the .

A newspaper article announced that VoiceStream Wireless,the nation's sixth- largest wireless carrier,was changing its name to T- Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta- Jones.Of which element of the promotion mix is this an example?

Consumers today receive commercial messages from a broad range of sources.However,consumers the way marketers do.

A company's salespeople should always follow the rules of .

The "Stop.Think.Tylenol." ad is an example of a moral appeal.

Perhaps the most logical budget- setting method is the method because it is based on spending necessary to accomplish specific promotion goals.

The communication channel a company uses to move its advertising messages from sender to receiver is called the .

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

All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?