Question 1

How do opinion leaders mediate the affect of mass communications

Accepted Answer

Mass communications affect personal atti

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

In measuring communication results,senior managers want to know the outcomes and revenues resulting from their communications investments.

Accepted Answer

A) True 
 B)False

Question 4

A spokesperson's credibility is very important to his or her effectiveness as a message source.What factors underlie source credibility and what makes for the most highly credible source

Accepted Answer

The three most often identifie

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

After implementing the communications plan,how might marketing managers communicate the outcomes of their efforts

Accepted Answer

After implementing the communications pl

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

The commercials for pain remedies that promise quick relief to your aches and pains is an example of what type of creative strategy

Accepted Answer

A)  Informational appeal 
B)  Transformational appeal 
C)  Collective appeal 
D)  Personal appeal 
E)  Differentiated appeal 
A)  Informational appeal 
B)  Transformational appeal 
C)  Collective appeal 
D)  Personal appeal 
E)  Differentiated appeal

Question 9

Companies must consider several factors in developing their communications mix: the type of product market,consumer readiness to make a purchase,and stage in the product's life cycle.Also important is the company's market rank.

Accepted Answer

A) True 
 B)False

Question 10

Formulating the communications to achieve the desired response will require solving the problems of message strategy and creative strategy among others.Define and then describe the differences between these two strategies.

Accepted Answer

Message strategy is where management sea

Question 11

In introducing a new liquid dog treat to the market,you have been asked to prepare a promotion budget using the objective-and-task method.What would be your first step in this process

Accepted Answer

The first step in the objectiv

Question 12

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Accepted Answer

A)  effective 
B)  group 
C)  canned 
D)  individualized 
E)  persuasion 
A)  effective 
B)  group 
C)  canned 
D)  individualized 
E)  persuasion

Question 13

Communications that use cute babies,puppies,or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad.What are some of the usages for "borrowed-interest" devices

Accepted Answer

"Borrowed-interest" techniques are thoug

Question 14

A(n)________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

Accepted Answer

A)  informational 
B)  destructive 
C)  involving 
D)  creative 
E)  transformational 
A)  informational 
B)  destructive 
C)  involving 
D)  creative 
E)  transformational

Question 15

List the major ways that marketing communications activities contribute to brand equity.

Accepted Answer

Marketing communications activities cont

Question 16

In developing effective communications,the first step that you must take is to identify your target audience.It is often useful to define target audience in terms of ________ and loyalty.

Accepted Answer

A)  exposure 
B)  image 
C)  reach 
D)  usage 
E)  none of the above 
A)  exposure 
B)  image 
C)  reach 
D)  usage 
E)  none of the above

Question 17

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

Accepted Answer

A)  incentives 
B)  couponing 
C)  integrated marketing communications 
D)  Internet marketing 
E)  direct marketing 
A)  incentives 
B)  couponing 
C)  integrated marketing communications 
D)  Internet marketing 
E)  direct marketing

Question 18

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Accepted Answer

A) True 
 B)False

Question 19

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Accepted Answer

A) True 
 B)False

Question 20

Integrated marketing communications has been slow to take hold for several reasons.List these reasons.

Accepted Answer

Large companies often employ several com

Exam 17: Designing and Managing Integrated Marketing Communications

How do opinion leaders mediate the affect of mass communications

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

In measuring communication results,senior managers want to know the outcomes and revenues resulting from their communications investments.

A spokesperson's credibility is very important to his or her effectiveness as a message source.What factors underlie source credibility and what makes for the most highly credible source

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

After implementing the communications plan,how might marketing managers communicate the outcomes of their efforts

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

The commercials for pain remedies that promise quick relief to your aches and pains is an example of what type of creative strategy

Companies must consider several factors in developing their communications mix: the type of product market,consumer readiness to make a purchase,and stage in the product's life cycle.Also important is the company's market rank.

Formulating the communications to achieve the desired response will require solving the problems of message strategy and creative strategy among others.Define and then describe the differences between these two strategies.

In introducing a new liquid dog treat to the market,you have been asked to prepare a promotion budget using the objective-and-task method.What would be your first step in this process

Personal communications channels derive their effectiveness through ________ presentation and feedback.

Communications that use cute babies,puppies,or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad.What are some of the usages for "borrowed-interest" devices

A(n)________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

List the major ways that marketing communications activities contribute to brand equity.

In developing effective communications,the first step that you must take is to identify your target audience.It is often useful to define target audience in terms of ________ and loyalty.

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

Micromodels of marketing communications concentrate on consumers' specific responses to communications.

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Integrated marketing communications has been slow to take hold for several reasons.List these reasons.

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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