Question 1

The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

Accepted Answer

A)  attitude 
B)  behaviour 
C)  interest 
D)  cognitive response 
E)  preference 
A)  attitude 
B)  behaviour 
C)  interest 
D)  cognitive response 
E)  preference

Question 2

The famous VW commercial with its famed the tag line "Drivers Wanted" is an example of

Accepted Answer

A)  positive appeal. 
B)  transformational appeal. 
C)  direct marketing. 
D)  interactive marketing. 
E)  informational appeal. 
A)  positive appeal. 
B)  transformational appeal. 
C)  direct marketing. 
D)  interactive marketing. 
E)  informational appeal.

Question 3

From the perspective of building brand equity, marketers should evaluate some of the different possible communication options according to their effectiveness criteria.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following common communication platforms includes community relations?

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  advertising 
E)  direct marketing 
A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  advertising 
E)  direct marketing

Question 5

AIDA is an acronym for attention, interest, desire, and action.

Accepted Answer

A) True 
 B)False

Question 6

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Accepted Answer

A) True 
 B)False

Question 7

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1) forging direct relationships with customers and (2) building a database of its best customers. This is an example of ________.

Accepted Answer

A)  personal selling 
B)  coordinating media 
C)  direct marketing 
D)  brand linkages 
E)  integrated marketing communications 
A)  personal selling 
B)  coordinating media 
C)  direct marketing 
D)  brand linkages 
E)  integrated marketing communications

Question 8

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

Accepted Answer

A)  Sales promotion 
B)  Advertising 
C)  Direct marketing 
D)  "Buzz" 
E)  Publicity 
A)  Sales promotion 
B)  Advertising 
C)  Direct marketing 
D)  "Buzz" 
E)  Publicity

Question 9

In introducing a new natural energy drink to the casual athlete market, you have been asked to prepare a promotion budget using the objective-and-task method. What would be your first step in this process?

Accepted Answer

The first step in the objectiv

Question 10

Nonpersonal channels are communications directed to more than one person and include advertising, sales promotions, events and experiences, and

Accepted Answer

A)  direct exposure. 
B)  guerilla tactics. 
C)  coupons. 
D)  Internet access. 
E)  public relations. 
A)  direct exposure. 
B)  guerilla tactics. 
C)  coupons. 
D)  Internet access. 
E)  public relations.

Question 11

In measuring communication results, senior managers want to know the outcomes and revenues from their communications investments.

Accepted Answer

A) True 
 B)False

Question 12

Companies must consider several factors in developing their communications mix: the type of product market, consumer readiness to make a purchase, and stage in the product's life cycle.

Accepted Answer

A) True 
 B)False

Question 13

The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to reach hard-to-find buyers, and dramatization.

Accepted Answer

A)  "free" 
B)  low cost 
C)  invitation 
D)  high credibility 
E)  exposure 
A)  "free" 
B)  low cost 
C)  invitation 
D)  high credibility 
E)  exposure

Question 14

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

Accepted Answer

A)  reach 
B)  interest 
C)  attract 
D)  inform 
E)  sell 
A)  reach 
B)  interest 
C)  attract 
D)  inform 
E)  sell

Question 15

Compare and contrast the use of negative and positive appeals in advertising messages.

Accepted Answer

Communicators use negative appeals such

Question 16

John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego, and _______ satisfaction.

Accepted Answer

A)  safety. 
B)  functional. 
C)  sensory. 
D)  exciting. 
E)  low costs. 
A)  safety. 
B)  functional. 
C)  sensory. 
D)  exciting. 
E)  low costs.

Question 17

Your responsibility is to spend the company's communications dollars efficiently. As a result, you have collected the costs of the various forms of the communication's mix. Your decision on "where" to spend your company dollars will be determined

Accepted Answer

A)  according to its ability to return the "most bang for the buck". 
B)  according to its ability to build brand equity and drive brand sales. 
C)  according to its ability to communicate the "message" most creatively. 
D)  according to its ability to have the highest return on investment. 
E)  according to its ability to reach the most consumers. 
A)  according to its ability to return the "most bang for the buck". 
B)  according to its ability to build brand equity and drive brand sales. 
C)  according to its ability to communicate the "message" most creatively. 
D)  according to its ability to have the highest return on investment. 
E)  according to its ability to reach the most consumers.

Question 18

Name a few products for which personal influence plays a significant role in marketing communications.

Accepted Answer

Personal influence carries especially gr

Question 19

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Accepted Answer

A)  canned 
B)  effective 
C)  persuasion 
D)  group 
E)  individualized 
A)  canned 
B)  effective 
C)  persuasion 
D)  group 
E)  individualized

Question 20

Internet marketers are using ________ as a form of word of mouth, or word of mouse, to encourage consumers to pass along company-developed products and services or audio, video, or written information to others online.

Accepted Answer

A)  viral marketing 
B)  place marketing 
C)  subliminal marketing 
D)  public relations 
E)  event marketing 
A)  viral marketing 
B)  place marketing 
C)  subliminal marketing 
D)  public relations 
E)  event marketing

Exam 17: Designing and Managing Integrated Marketing Communications

The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

The famous VW commercial with its famed the tag line "Drivers Wanted" is an example of

From the perspective of building brand equity, marketers should evaluate some of the different possible communication options according to their effectiveness criteria.

Which of the following common communication platforms includes community relations?

AIDA is an acronym for attention, interest, desire, and action.

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1) forging direct relationships with customers and (2) building a database of its best customers. This is an example of ________.

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

In introducing a new natural energy drink to the casual athlete market, you have been asked to prepare a promotion budget using the objective-and-task method. What would be your first step in this process?

Nonpersonal channels are communications directed to more than one person and include advertising, sales promotions, events and experiences, and

In measuring communication results, senior managers want to know the outcomes and revenues from their communications investments.

Companies must consider several factors in developing their communications mix: the type of product market, consumer readiness to make a purchase, and stage in the product's life cycle.

The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to reach hard-to-find buyers, and dramatization.

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

Compare and contrast the use of negative and positive appeals in advertising messages.

John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego, and _______ satisfaction.

Your responsibility is to spend the company's communications dollars efficiently. As a result, you have collected the costs of the various forms of the communication's mix. Your decision on "where" to spend your company dollars will be determined

Name a few products for which personal influence plays a significant role in marketing communications.

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Internet marketers are using ________ as a form of word of mouth, or word of mouse, to encourage consumers to pass along company-developed products and services or audio, video, or written information to others online.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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