Question 1

List some of the benefits of a working integrated marketing communications program.

Accepted Answer

A working integrated marketing communica

Question 2

The factors that underlie source credibility include expertise,trustworthiness,and appropriateness.

Accepted Answer

A) True 
 B)False

Question 3

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

Accepted Answer

A)  Coverage 
B)  Contribution 
C)  Commonality 
D)  Complementarity 
E)  Versatility 
A)  Coverage 
B)  Contribution 
C)  Commonality 
D)  Complementarity 
E)  Versatility

Question 4

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

Accepted Answer

A)  objective-and-task method 
B)  percentage-of-sales method 
C)  affordable method 
D)  competitive parity method 
E)  none of the above 
A)  objective-and-task method 
B)  percentage-of-sales method 
C)  affordable method 
D)  competitive parity method 
E)  none of the above

Question 5

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

Question 6

Personal communications channels derive their effectiveness through individualized presentation and feedback.Within this category,we can distinguish between three channels: advocate channels,expert channels,and social channels.How would you characterize a seminar directed to retirees on buying real estate with no money down

Accepted Answer

A seminar on buying real estat

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

Dramatic changes in the way consumers interact with media have eroded the effectiveness of the mass media.What two forces are to blame for the reduced effectiveness of mass media

Accepted Answer

One force is the fragmentation of U.S.au

Question 9

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."

Accepted Answer

"Real beer taste in a great li

Question 10

The competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

Accepted Answer

A) True 
 B)False

Question 11

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

Accepted Answer

A)  invitation 
B)  motion 
C)  sound and sight 
D)  pervasiveness 
E)  intrusion 
A)  invitation 
B)  motion 
C)  sound and sight 
D)  pervasiveness 
E)  intrusion

Question 12

The ability to identify the brand within the category,in sufficient detail to make a purchase,is known as ________.

Accepted Answer

A)  category need 
B)  brand awareness 
C)  brand attitude 
D)  brand purchase intention 
E)  brand conviction 
A)  category need 
B)  brand awareness 
C)  brand attitude 
D)  brand purchase intention 
E)  brand conviction

Question 13

Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.

Accepted Answer

A) True 
 B)False

Question 14

Relate the concept of marginal profit to the communications budgeting decision.

Accepted Answer

In theory,marketers should establish the

Question 15

Brand recall is easier to achieve than brand recognition.

Accepted Answer

A) True 
 B)False

Question 16

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,favorable,and unique brand association between two media,then the impact in terms of brand equity should be ________.

Accepted Answer

A)  prominent 
B)  identical 
C)  different 
D)  measurable 
E)  actionable 
A)  prominent 
B)  identical 
C)  different 
D)  measurable 
E)  actionable

Question 17

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

Accepted Answer

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

Question 18

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

Accepted Answer

A)  consumers 
B)  interests 
C)  interactions 
D)  usages 
E)  exposures 
A)  consumers 
B)  interests 
C)  interactions 
D)  usages 
E)  exposures

Question 19

For a buyer with high involvement with a product category who perceives high differentiation within it,describe the six elements of the hierarchy-of-effects model.

Accepted Answer

The hierarchy-of-effects model

Question 20

For a Citibank campaign to market home equity loans,the bank used "mail plus coupon plus 800 number plus outbound telemarketing plus print advertising." This kind of campaign is known as a ________.

Accepted Answer

A)  single-vehicle, single-stage campaign 
B)  single-vehicle, multiple-stage campaign 
C)  multiple-vehicle, single-stage campaign 
D)  multiple-vehicle, multiple-stage campaign 
E)  none of the above 
A)  single-vehicle, single-stage campaign 
B)  single-vehicle, multiple-stage campaign 
C)  multiple-vehicle, single-stage campaign 
D)  multiple-vehicle, multiple-stage campaign 
E)  none of the above

Exam 17: Designing and Managing Integrated Marketing Communications

List some of the benefits of a working integrated marketing communications program.

The factors that underlie source credibility include expertise,trustworthiness,and appropriateness.

Communication option are often more effective when used in tandem.________ relates to the extent to which different associations and linkages are emphasized across communication options.

Many companies set promotion expenditures at a specified percentage of current or anticipated sales,or of the sales price.This method of budgeting is called ________.

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

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.

Dramatic changes in the way consumers interact with media have eroded the effectiveness of the mass media.What two forces are to blame for the reduced effectiveness of mass media

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 competitive-parity method of promotions budgeting has been repeatedly shown to prevent promotion wars.

Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality,amplified expressiveness,and ________.

The ability to identify the brand within the category,in sufficient detail to make a purchase,is known as ________.

Companies that sell their products to different cultures or in different countries do not need to worry about varying their message.

Relate the concept of marginal profit to the communications budgeting decision.

Brand recall is easier to achieve than brand recognition.

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,favorable,and unique brand association between two media,then the impact in terms of brand equity should be ________.

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

The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

For a buyer with high involvement with a product category who perceives high differentiation within it,describe the six elements of the hierarchy-of-effects model.

For a Citibank campaign to market home equity loans,the bank used "mail plus coupon plus 800 number plus outbound telemarketing plus print advertising." This kind of campaign is known as a ________.

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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