Question 1

Most of the recent growth of nonpersonal channels has taken place through ________.

Accepted Answer

A)  display media 
B)  events and experiences 
C)  network media 
D)  public relations 
E)  sales promotions 
A)  display media 
B)  events and experiences 
C)  network media 
D)  public relations 
E)  sales promotions B

Question 2

A well-chosen celebrity can draw attention to a product or brand.The choice of the celebrity is critical.The celebrity should have high recognition,high positive affect,and high ________ to the product.

Accepted Answer

A)  interest 
B)  attachment 
C)  relevancy 
D)  appropriateness 
E)  fit 
A)  interest 
B)  attachment 
C)  relevancy 
D)  appropriateness 
E)  fit D

Question 3

Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product,particularly if the consumer does not have an expressed category need.

Accepted Answer

A) True 
 B)False  False

Question 4

In communicating,selective attention,selective distortion,and ________ may come into play.

Accepted Answer

A)  selective listening 
B)  noise 
C)  selective retention 
D)  selective hearing 
E)  selective interest 
A)  selective listening 
B)  noise 
C)  selective retention 
D)  selective hearing 
E)  selective interest

Question 5

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

Accepted Answer

A)  celebrity status 
B)  experience 
C)  expertise 
D)  age 
E)  reputation 
A)  celebrity status 
B)  experience 
C)  expertise 
D)  age 
E)  reputation

Question 6

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

Accepted Answer

A)  creating interest 
B)  communicating quality 
C)  creating demand 
D)  creating a brand image 
E)  introducing new products to the market 
A)  creating interest 
B)  communicating quality 
C)  creating demand 
D)  creating a brand image 
E)  introducing new products to the market

Question 7

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

Accepted Answer

A) True 
 B)False

Question 8

The rapid diffusion of powerful broadband Internet connections,digital video recorders,multipurpose cell phones,and portable music and video players has bolstered the effectiveness of the mass media.

Accepted Answer

A) True 
 B)False

Question 9

In terms of source credibility,why would a medical doctor have greater source credibility as a spokesperson speaking about the effects of a new drug than a retired actor would What are the three characteristics of source credibility

Accepted Answer

The factors that underlie source credibi

Question 10

There are eight steps in developing effective communications.List these steps in their order of flow.

Accepted Answer

First we identify the target audience,th

Question 11

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

Accepted Answer

A)  customer contacts 
B)  relationship selling 
C)  direct sales contacts 
D)  increased stock position 
E)  account management 
A)  customer contacts 
B)  relationship selling 
C)  direct sales contacts 
D)  increased stock position 
E)  account management

Question 12

In describing the experience of using Coast soap for the first time ("The Eye Opener!"),we are describing a nonproduct benefit or image.This is the definition of what type of appeal

Accepted Answer

A transformational appeal elab

Question 13

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

Accepted Answer

A)  branded entertainment 
B)  point-of-purchase 
C)  advertorials 
D)  transformational 
E)  individualization 
A)  branded entertainment 
B)  point-of-purchase 
C)  advertorials 
D)  transformational 
E)  individualization

Question 14

Communications-mix allocations vary between consumer and business markets.Consumer marketers tend to spend comparatively more on sales promotion and advertising; business marketers tend to spend comparatively more on ________.

Accepted Answer

A)  word-of-mouth marketing 
B)  personal selling 
C)  direct marketing 
D)  interactive marketing 
E)  events and experiences 
A)  word-of-mouth marketing 
B)  personal selling 
C)  direct marketing 
D)  interactive marketing 
E)  events and experiences

Question 15

The two-step flow of information challenges the notion that consumption styles ________ a "trickle-down" or "trickle-up" effect from mass media.

Accepted Answer

A)  are secondarily influenced by 
B)  are affected by 
C)  start with 
D)  are primarily influenced by 
E)  originate with 
A)  are secondarily influenced by 
B)  are affected by 
C)  start with 
D)  are primarily influenced by 
E)  originate with

Question 16

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

Accepted Answer

A)  stage 
B)  level 
C)  consumer 
D)  step 
E)  none of the above 
A)  stage 
B)  level 
C)  consumer 
D)  step 
E)  none of the above

Question 17

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

Accepted Answer

A)  behavior-change 
B)  purchase 
C)  action 
D)  inaction 
E)  none of the above 
A)  behavior-change 
B)  purchase 
C)  action 
D)  inaction 
E)  none of the above

Question 18

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  emotions 
B)  exposure 
C)  involvement 
D)  assessment 
E)  interest 
A)  emotions 
B)  exposure 
C)  involvement 
D)  assessment 
E)  interest

Question 20

The repetition of the local car dealers' commercials on late night television,besides being universally terrible,are examples of what characteristic of the advertising component of the communications mix.

Accepted Answer

These commercials de

Exam 17: Designing and Managing Integrated Marketing Communications

Most of the recent growth of nonpersonal channels has taken place through ________.

A well-chosen celebrity can draw attention to a product or brand.The choice of the celebrity is critical.The celebrity should have high recognition,high positive affect,and high ________ to the product.

Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product,particularly if the consumer does not have an expressed category need.

In communicating,selective attention,selective distortion,and ________ may come into play.

Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.What is important is the spokesperson's credibility.Source credibility consists of trustworthiness,likability,and ________.

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

The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches.

The rapid diffusion of powerful broadband Internet connections,digital video recorders,multipurpose cell phones,and portable music and video players has bolstered the effectiveness of the mass media.

In terms of source credibility,why would a medical doctor have greater source credibility as a spokesperson speaking about the effects of a new drug than a retired actor would What are the three characteristics of source credibility

There are eight steps in developing effective communications.List these steps in their order of flow.

An effectively trained company sales force can make four important contributions: enthusiasm building,missionary selling,key account management,and ________.

In describing the experience of using Coast soap for the first time ("The Eye Opener!"),we are describing a nonproduct benefit or image.This is the definition of what type of appeal

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

Communications-mix allocations vary between consumer and business markets.Consumer marketers tend to spend comparatively more on sales promotion and advertising; business marketers tend to spend comparatively more on ________.

The two-step flow of information challenges the notion that consumption styles ________ a "trickle-down" or "trickle-up" effect from mass media.

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

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.

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

The repetition of the local car dealers' commercials on late night television,besides being universally terrible,are examples of what characteristic of the advertising component of the communications mix.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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