Exam 17: Designing and Managing Integrated Marketing Communications

Derek is working on promoting his company's Glazer brand of electronic razors. The company estimates 50 million potential users and sets a target of attracting 8 percent of the market. Derek hopes to reach 80 percent of the potential customers with an advertising message. He would be pleased if 25 percent of the prospects that were aware, tried the Glazer. According to further estimates, 40 percent of all triers will become loyal users. If the cost of exposing 1 percent of the target population to one impression is $4500 on an average, determine the necessary advertising budget, according to the objective-and-task method.

John Maloney saw buyers as expecting one of four types of reward from a product: rational, sensory, social, or ego satisfaction. Crossing these four types of rewards with the three types of experience generates 12 types of messages. Explain the phrase "real beer taste in a great light beer"

The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________.

The Xerox sales force is efficient and effective. What four contributions is this effective sales force making to the marketing communications mix?

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

Every ________ delivers an impression that can strengthen or weaken a customer's view of the company.

Marketers need to assess which experiences and impressions will have the most ________ at each stage of the buying process.

Advertising can be used to build up a long-term image for a product or trigger quick sales.

If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of congruity is said to exist.

Paul Hogan's Aussie ruggedness personified ________ for the Subaru Outback wagon.

The percentage-of-sales method of setting promotional expenditures calculates spending dollars based upon a percentage of last year's total sales.

Marketing communications can contribute to brand equity by establishing the brand in memory and ________ a brand image.

In the macromodel of communication, noise does not affect the communication process between sender and receiver.

Attention-getting tactics are often too effective and distract from brand or product claims.

Formulating the communications to achieve the desired response will require solving three problems: what to say, how to say it, and how to pay for it.

When a communications director presents senior management with such things as press clipping counts, the number of ads placed, media costs, and such, he is supplying ________.

Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

Mass communications affect personal attitudes and behaviour through a two-step process. Ideas often flow from radio, television, and print to opinion leaders and from these to the less ________-involved population groups.

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