Exam 17: Designing and Managing Integrated Marketing Communications

The "principle of congruity" implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

For your target audience of "new parents," communicating to them via newsletters, parenting magazines, "baby clubs," and through hospitals, is an example of what element of the macromodel of the communications process?

Dr. Pepper Snapple wishes to introduce a new natural energy drink. They establish their marketing communications budget to match their competitors' spending. Which budget method are they using?

Word about bad companies travels fast; word about good companies travels even faster. Reaching the right people is key.

The marketing communications mix consists of six major modes of communications. Which of the following involves designing programs to promote or protect a company's image?

Communicators use ________ appeals such as fear, guilt, and shame to get people to do things or stop doing things.

An effectively trained company sales force can make four important contributions. These are increased stock position, missionary selling, key account management, and

Image is a set of beliefs, ideas, and impressions a person holds regarding an object. Images are "sticky"; they persist long after the organization has changed.

Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.

Establishing a product category, such as electric cars, as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a

The "learn-do-feel" model of consumer response models is relevant when the audience has low involvement and perceives little differentiation within the product category.

Two-sided messages are more effective with audiences that are more educated and those who are initially opposed to the product.

List the eight steps necessary in developing an effective communications program.

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands that they sell.

Which of the following strategies for strengthening communication effects involves the manner by which the brand is identified at the conclusion of a TV or radio ad?

Explain the elements of the macromodel of communication process and list the nine elements contained.

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?

The commercials for pain remedies that promise quick relief to your "aches and pains" is an example of what type of creative strategy?

Integrated marketing communications is "a planning process designed to assure that all brand _______ received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time."

Mass communications affect personal attitudes and behaviour through a two-step process.