Exam 17: Designing and Managing Integrated Marketing Communications

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1)forging direct relationships with customers and (2)building a database of its best customers.This is an example of ________.

(Multiple Choice)

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Question 101

Mass communications affect personal attitudes and behavior through a two-step process.

(True/False)

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Question 102

According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.

(Multiple Choice)

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Question 103

Formulating the communications to achieve the desired response will require solving three problems: message strategy,creative strategy,and ________.

(Multiple Choice)

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Question 104

In the macromodel of communication,noise does not affect the communication process between sender and receiver.

(True/False)

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Question 105

Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

(Multiple Choice)

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Question 106

Television advertising used to be the most powerful means of hitting the consumer marketing bull's-eye.Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

(Multiple Choice)

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Question 107

In micromodels of marketing communications,the four classic response hierarchy models includes all of the following EXCEPT ________.

(Multiple Choice)

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Question 108

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

(True/False)

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Question 109

________ channels consists of neighbors,friends,family members,and associates talking to target buyers.

(Multiple Choice)

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Question 110

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

(Multiple Choice)

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Question 111

Dramatic changes in consumer technologies and media habits have ________.

(Multiple Choice)

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Question 112

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

(Multiple Choice)

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(78)

Question 113

Micromodels of marketing communications concentrate on consumers' specific response to communications.List the four classic response hierarchy models.

(Essay)

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Question 114

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

(True/False)

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Question 115

Advertising can be used to build up a long-term image for a product or trigger quick sales.

(True/False)

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(85)

Question 116

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

(Multiple Choice)

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Question 117

Communication tools vary in cost-effectiveness at different stages of buyer readiness.Discuss which communication tools are most cost-effective at the five stages of buyer readiness.

(Essay)

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Question 118

________ is the specialized knowledge that the communicator possesses to back the advertising claim.

(Multiple Choice)

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Question 119

Senders know that to effectively communicate,they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

(Multiple Choice)

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(83)

Question 120

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Exam 17: Designing and Managing Integrated Marketing Communications

Dannon makes it a priority to drive traffic to its Dannon Yogurt homepage so that the company can benefit from the twin paybacks of (1)forging direct relationships with customers and (2)building a database of its best customers.This is an example of ________.

Mass communications affect personal attitudes and behavior through a two-step process.

According to the macromodel of communication,the four major communication functions are decoding,response,feedback,and ________.

Formulating the communications to achieve the desired response will require solving three problems: message strategy,creative strategy,and ________.

In the macromodel of communication,noise does not affect the communication process between sender and receiver.

Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

Television advertising used to be the most powerful means of hitting the consumer marketing bull's-eye.Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

In micromodels of marketing communications,the four classic response hierarchy models includes all of the following EXCEPT ________.

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

________ channels consists of neighbors,friends,family members,and associates talking to target buyers.

Companies must consider several factors in developing their communications mix: type of product market,consumer readiness to make a purchase,and the stage in the ________.

Dramatic changes in consumer technologies and media habits have ________.

The premise surrounding public relations and publicity is that news stories and features about your company's product are more authentic and ________ to readers than advertisements.

Micromodels of marketing communications concentrate on consumers' specific response to communications.List the four classic response hierarchy models.

Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

Advertising can be used to build up a long-term image for a product or trigger quick sales.

A multiple media campaign deployed within a tightly defined time frame can increase message _________.

Communication tools vary in cost-effectiveness at different stages of buyer readiness.Discuss which communication tools are most cost-effective at the five stages of buyer readiness.

________ is the specialized knowledge that the communicator possesses to back the advertising claim.

Senders know that to effectively communicate,they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

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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