Question 1

How are advertising and direct marketing different?

Accepted Answer

The answer of How are advertising and direct marketing different?...

Question 2

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

A) push 
B) pulse 
C) blitz 
D) buzz 
E) pull

Question 3

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using .

Accepted Answer

A) a push strategy 
B) direct marketing 
C) a pull strategy 
D) public relations 
E) personal selling

Question 4

A message showing a product's quality,economy,value,or performance is called a(n)appeal.

Accepted Answer

A) structural 
B) moral 
C) emotional 
D) rational 
E) standard

Question 5

Outline the steps in developing effective marketing communications.

Accepted Answer

The answer of Outline the steps in developing effective marketing...

Question 6

HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message.In the communication process,HP is _.

Accepted Answer

A) encoding 
B) decoding 
C) responding 
D) messaging 
E) sending

Question 7

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

Accepted Answer

The answer of Marketers can choose from two basic promotion...

Question 8

from marketing communications may suggest changes in the promotion program or in the product offer itself.

Accepted Answer

A) Encoding 
B) Decoding 
C) Feedback 
D) Shelter 
E) Noise

Question 9

More companies are adopting the concept of ,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.

Accepted Answer

A) buzz marketing 
B) integrated marketing communications 
C) nonpersonal communication channels 
D) integrated personal selling 
E) integrated competitive methods

Question 10

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

Accepted Answer

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

Question 11

An ad for Maybelline age- minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1- off coupon when they try the new makeup.In terms of the communication model,the sender of this message is .

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1- off coupon 
D) the target market to whom Melina Kanakaredes appeals 
E) Maybelline

Question 12

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

Accepted Answer

A) promotional tools used for push strategies but not pull strategies 
B) promotional tools adapted for use in mass marketing 
C) promotional tools used for pull strategies but not push strategies 
D) communications channels that should be integrated under the concept of integrated marketing communications 
E) communications channels focused more on narrowcasting than broadcasting

Question 13

consists of strong short- term incentives that invite and reward quick responses from customers.

Accepted Answer

A) Advertising 
B) Publicity 
C) A segmented promotion 
D) Sales promotion 
E) A patronage reward

Question 14

Name and define the four major communication functions.

Accepted Answer

The answer of Name and define the four major communication...

Question 15

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 .

Accepted Answer

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

Question 16

In the communication process,what is noise and why is it important?

Accepted Answer

The answer of In the communication process,what is noise and...

Question 17

A marketing communications director has overall responsibility for the company's communications efforts.

Accepted Answer

A) True 
 B)False

Question 18

Using integrated marketing communications,the communications process should start with .

Accepted Answer

A) publicity 
B) an advertising strategy 
C) public relations 
D) an audit of all potential customer touch points 
E) the competitive- parity method

Question 19

Creating word- of- mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as .

Accepted Answer

A) stealth marketing 
B) buzz marketing 
C) indirect marketing 
D) public relations 
E) sales promotion

Question 20

Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

Accepted Answer

A) e- mail 
B) cable television channels 
C) online social networks 
D) network television 
E) cell phone content

Exam 14: Communicating Customer Value