Exam 17: Designing and Managing Integrated Marketing Communications

Why do companies use sales promotion tools,and what three distinctive benefits do these tools offer

Blogs and chat rooms are examples of the ________ communication platform.

All consumers that develop a preference for a given product also display a conviction about buying it.

Consumers are more likely to recognize Stouffer's distinctive orange packages than recall the brand.When is brand recall important and when is brand recognition important

For your target audience of new parents,communicating to them via newsletters,parenting magazines,baby clubs,and through hospitals is an example of what element of the macromodel of the communications process

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

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

Some companies set their promotion budget to achieve share-of-voice parity with competitors.This is referred to as the ________ of promotions budgeting.

Explain the principle of congruity as it pertains to message sources.And what happens when a person holds one attitude toward the source and the opposite toward the message.

Qualities such as candor,humor,and naturalness make a source more _______,and therefore more credible.

Mass communications affect personal attitudes and behavior 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.

Which of the following statements best describes findings by Osgood and Tannenbaum related to congruity

Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.

The objective-and-task method calls upon marketers to develop promotion budgets by defining specific objectives,determining the tasks that must be performed to achieve these objectives,and estimating the costs of performing these tasks.

Establishing a product category,such as electric cars,as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a ________.

Marketing functions must be coordinated to ensure ________ among communications tools.

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

Sales promotions tools offer three distinctive benefits to marketers.Among these benefits are communication,invitation,and ________.

Senior managers want to know the outcomes and revenues resulting from their communications investments.Too often,however,their communications directors supply only ________ and expenses.

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 communications mix.Your decision on "where" to spend your company dollars will be determined ________.