Question 1

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost,selling price,and profit per unit.

Accepted Answer

A) True 
 B)False

Question 2

Briefly describe the macromodel of the marketing communications process.

Accepted Answer

The answer of Briefly describe the macromodel of the marketing...

Question 3

All response hierarchy models of the communication process assume the buyer passes through cognitive,affective,and behavioral stages,in that order.Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

Accepted Answer

A) clothes 
B) dish-washers 
C) real estate 
D) personal computer 
E) air tickets

Question 4

Personal selling refers to people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

Accepted Answer

A) sales promotion and advertising 
B) advertising and personal selling 
C) publicity and personal selling 
D) reminder advertising and publicity 
E) sales promotion and personal selling

Question 6

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Accepted Answer

A) The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications. 
B) The percentage-of-sales method views sales as the determiner of communications rather than as the result. 
C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds. 
D) The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending. 
E) The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves.

Question 7

Which of the following ads depict an informational appeal?

Accepted Answer

A) V-kool window film can withstand intense sunlight and heat 
B) The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales 
C) VW advertised to active,youthful people with its famed "Drivers Wanted" campaign 
D) Pringles advertised "Once You Pop,the Fun Don't Stop" for years 
E) KFC has marketed its fast-food products under the slogan,"Finger Lickin' Good"

Question 8

Janet is a marketing manager with Injoos,a company that manufactures packaged fruit juices.Knowing that there exist several other companies in the market that offer similar products,Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions.Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotions 
D) direct marketing 
E) public relations

Question 9

Which of the following benefits is offered by sales promotion tools?

Accepted Answer

A) Sales promotion tools are more authentic and credible to buyers than others such as advertising,public relations,and personal selling. 
B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions. 
C) Sales promotion tools are typically an indirect form of "soft-sell" and hence,better received by customers. 
D) Sales promotion tools incorporate some concession,inducement,or contribution that gives value to the consumer. 
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.

Question 10

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing,word-of-mouth marketing,and personal selling.

Accepted Answer

A) True 
 B)False

Question 13

Public relations is incapable of reaching prospects who prefer to avoid salespeople and advertisements.

Accepted Answer

A) True 
 B)False

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

A(n)________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

Accepted Answer

A) aesthetic 
B) informational 
C) bandwagon 
D) emotional 
E) transformational

Question 16

The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

Accepted Answer

A) True 
 B)False

Question 17

What is integrated marketing communications? What is its significance in the current marketing environment?

Accepted Answer

The answer of What is integrated marketing communications? What is...

Question 18

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Accepted Answer

A) True 
 B)False

Question 19

Many companies are coordinating their online and off-line communication activities.

Accepted Answer

A) True 
 B)False

Question 20

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.

Accepted Answer

A) comprehension 
B) conviction 
C) ordering 
D) reordering 
E) awareness-building

Exam 17: Designing and Managing Integrated Marketing Communications

The percentage-of-sales budgeting method encourages management to think of the relationship among communication cost,selling price,and profit per unit.

Briefly describe the macromodel of the marketing communications process.

All response hierarchy models of the communication process assume the buyer passes through cognitive,affective,and behavioral stages,in that order.Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

Personal selling refers to people-to-people oral,written,or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Which of the following ads depict an informational appeal?

Which of the following benefits is offered by sales promotion tools?

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

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

Personal communications channels derive their effectiveness from individualized presentation and feedback and include direct and interactive marketing,word-of-mouth marketing,and personal selling.

Public relations is incapable of reaching prospects who prefer to avoid salespeople and advertisements.

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.

A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.

The percentage-of-sales method leads to a budget set by market opportunities rather than by the availability of funds.

What is integrated marketing communications? What is its significance in the current marketing environment?

Trustworthiness is that source of a spokesperson's credibility that describes his or her attractiveness.

Many companies are coordinating their online and off-line communication activities.

Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.