Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Which of the following statements is true regarding the old mass-media communications model?

Among the buyer-readiness stages, the first stage is ________.

To communicate effectively, a marketing communicator should most likely ________.

Decoding is the process by which a sender puts his or her thoughts into a symbolic form.

The communications process should start with mass media advertising in order to reach a large number of consumers.

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Companies often fail to integrate their various messages to consumers because ________.

Describe the three types of appeals that marketers use.

Of the various digital marketing categories, ________ is the fastest-growing category.

Which promotional tool is the most immediate, customized, and interactive?

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

The affordable method involves setting promotion budgets to match competitors' outlays.

A good marketing message will try to move consumers through several steps of the buyer-readiness stages in a single message.

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

Refer to the scenario below to answer the following question(s). John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure." John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said. -In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?

As mass markets have fragmented, marketers have shifted away from mass marketing.