Exam 17: Designing and Managing Integrated Marketing Communications

Most nonpersonal messages come through paid media.

A visit by a textbook publisher's sales representative is an example of ________.

The four common methods that companies use to decide on a promotion budget include the affordable method,the percentage-of-sales method,________,and the objective-and-task method.

The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

Explain the elements of the macromodel of communication process and list the nine elements contained.

Borrowed-interest approaches to attract attention and create more liking and belief in the sponsor may also detract from comprehension,wear out their welcome fast,and overshadow the product.

Nonpersonal channels are communications directed to more than one person and include media,sales promotions,events and experiences,and ________.

We find that 80% of the consumers in the total market are aware of brand A,60% have tried it,and only 20% who have tried it are satisfied.This indicates that the communications program is effective in creating awareness,but the product fails to meet consumer ________.

The influence of mass media on public opinion is as direct,powerful,and automatic as supposed.

The eight steps in developing effective communications start with the basics: identifying the target audience,determining the objectives,designing the communications,________ ,and establishing the budget.

The objective-and-task method of promotions budgeting 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.What is the major advantage of using this method

Your marketing communications mix includes mail,telephone,fax,e-mail,or the Internet to communicate directly with specific customers and prospects.Which of the eight major modes of communication are you using

The appeal of public relations and publicity is based on three distinctive qualities.These include ________,the ability to catch buyers off guard,and dramatization.

Your sales force is efficient and effective.What are the four contributions that an effective sales force can make to the marketing communications mix

Anything that causes the consumer to notice and pay attention to the brand can ________ brand awareness.

Many companies set promotion expenditures at a specified percentage of sales or of the sales price.What are the advantages and disadvantages of this method

Because brand awareness and brand recall operate along the same brand recognition continuum,anything that causes the consumer to notice and pay attention to the brand will enhance brand recall.

Communication objectives can be set at any level of the hierarchy-of-effect model.

When a communications director presents senior management with such things as press clipping counts,the number of ads placed,media costs,and such,he is supplying ________.

Personal selling is the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.Personal selling has three distinctive qualities.These are personal interaction,response,and ________.