Exam 14: Communicating Customer Value: Integrated Marketing Communications Strategy

When is it advisable to predominantly use personal selling in a promotion mix?

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price,and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

Why do marketers value opinion leaders?

Communication through the mail is categorized as a(n)________ communication channel.

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy,while business-to-business companies are more likely to emphasize a ________ promotion strategy.

There are three types of appeal from which marketers may choose as they design their message content.These types are rational,emotional,and moral appeals.

A newspaper article announced that VoiceStream Wireless,the nation's sixth-largest wireless carrier,was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones.Which element of the promotion mix is being described in this example?

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement.The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products.This is an example of ________.

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

Which promotional tool is described as nonpublic,immediate,customized,and interactive?

Toward the end of the fiscal year,the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150 000 on promotion.As soon as he arrived at the office,he called his financial manager and said,"I want to budget $150 000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

When is it advisable to predominantly use sales promotions in a promotion mix?

Industries and companies are similar in how much they spend on promotion.

When using catalogues,telephone marketing,kiosks,and the Internet,firms are using which of the major promotion categories?

Awareness,knowledge,and preparation are buyer-readiness stages.

"Teaser" advertising is most closely associated with the buyer-readiness stage of liking a product.

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

A recent trend toward more push than pull in the mixes of consumer-goods companies may achieve short-run sales at the expense of brand equity.

________ is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.