Exam 15: Designing and Managing Integrated Marketing Communications

Although personal communication is often more effective than mass communication,mass media might be the major means of stimulating personal communication.

Personal influence carries especially great weight when products are inexpensive,risk-free,or purchased frequently.

________ is an element of the marketing communications mix that involves people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

Top Gear is an award-winning British television series about motor vehicles,mainly cars.It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance,their prices,and other factors.Which of the following personal communications channels is Top Gear closest to in description?

________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.

Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

Celebrities are likely to be effective when they are credible or personify a key product attribute.

Kelly is the chief marketing officer of Boyd Pharmaceuticals.She is meeting with Trent,the chief financial officer to decide on the company's marketing communications budget.They decide to trust in the prevailing collective wisdom of the industry as a whole,and not wanting to instigate a communications war,settle on spending only as much as their nearest market rival does on marketing communications.What method did Kelly and Trent use to arrive at the marketing communications budget?

Which of the following is an example of an interactive marketing communication platform?

Which of the following is the correct order of stages that a buyer is assumed to pass through,by the four classic response hierarchy models?

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

According to the hierarchy-of-effects model,which of the following corresponds to the affective stage that a buyer passes through?

How is coordination of media achieved through integrated marketing communications?

Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

In the growth stage of a product's life cycle,demand has its own momentum through word of mouth and interactive marketing.

Which of the following statements is true of the two-step approach to mass communications?

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor via print,broadcast,network,electronic,and display media?

What are the steps involved in developing effective marketing communications?

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers,for both individual consumers and businesses.Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?