Exam 17: Designing and Managing Integrated Marketing Communications

Many companies still rely on one or two communication tools. This practice persists in spite of the fragmenting of mass markets into a multitude of mini markets, each requiring its own approach; the proliferation of new types of media; and the growing ________ of consumers.

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favourable, and unique brand association the impact in terms of brand equity should be

Integrated marketing communications can produce stronger message consistency and greater sales impact.

One team of viral marketing experts caution that while influencers or "alphas" start trends, they are often too introspective and socially alienated to spread them.

The two-step flow confirms the notion that consumption styles are primarily influenced by the "trickle-down" or "trickle-up" effect from mass media.

How is coordination of media achieved through integrated marketing communications?

Personal communication channels derive their effectiveness through individualized presentation and feedback.

The three most often identified sources of credibility are expertise, trustworthiness, and likeability.

In describing the experience of use (Pringles advertised "Once You Pop, the Fun Don't Stop") we are describing a non-product benefit or image. This is the definition of what type of appeal?

Companies must allocate the marketing communications budget over the eight major modes of communication advertising, sales promotion, public relations and publicity, events and experiences, interactive marketing, word-of-mouth marketing, and ________.