Question 1

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

Accepted Answer

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

Question 2

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Accepted Answer

A) True 
 B)False

Question 3

Measures designed to tell the advertiser whether the advertising campaign is actually communicating the desired message to the target audience are collectively known as ________.

Accepted Answer

A) sales effects 
B) profit effects 
C) communication effects 
D) awareness effects 
E) advertising interest

Question 4

________ is impersonal and cannot be as directly persuasive as can company salespeople.

Accepted Answer

The answer of ________ is impersonal and cannot be as...

Question 5

The creative team must find the optimal executional style for advertising messages.List and describe three of these styles of execution.Use relevant,non-text book examples to illustrate your answer.

Accepted Answer

The answer of The creative team must find the optimal...

Question 6

When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?

Accepted Answer

A) mood or image 
B) fantasy 
C) personality symbol 
D) musical 
E) technical expertise

Question 7

The most meaningful and believable benefits may not be the best ones to feature.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) pull;push 
B) push;pull 
C) pulse;pull 
D) continuity;pulse 
E) pulse;continuity

Question 9

Video of professional stuntmen shot with the use of a GoPro is an example of is an example of which growing trend in advertising?

Accepted Answer

A) YouTube webisodes 
B) consumer-generated messages 
C) multiple mini-campaigns 
D) consumer-driven promotions 
E) competitive consumer messages

Question 10

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.

Accepted Answer

A) percentage-of-sales 
B) affordable 
C) competitive-parity 
D) objective-and-task 
E) regression

Question 11

For products that need to be demonstrated,messages on the medium of ________ may have more impact.

Accepted Answer

The answer of For products that need to be demonstrated,messages...

Question 12

A marketing communications director's job is to ensure that each ________ will deliver a consistent and positive message about the company.

Accepted Answer

A) public relations message 
B) brand content 
C) advertisement 
D) logo 
E) media vehicle

Question 13

The goal of ________ is to make an advertisement so entertaining,or so useful,that people want to watch it.

Accepted Answer

A) branded entertainment 
B) advertainment 
C) audience engagement 
D) fantasy execution 
E) testimonial endorsement

Question 14

________ becomes more important as competition increases.The company's objective is to build selective demand.

Accepted Answer

A) Persuasive advertising 
B) Informative advertising 
C) POP promotion advertising 
D) Patronage advertising 
E) Reminder-oriented advertising

Question 15

Ads that are built around dream themes use which type of execution style?

Accepted Answer

A) mood or image 
B) musical 
C) fantasy 
D) slice of life 
E) scientific evidence

Question 16

In their efforts to find less costly and more targeted ways to reach consumers,advertiser have discovered a collection of _____.

Accepted Answer

The answer of In their efforts to find less costly...

Question 17

When considering a print advertisement,the first thing the consumer typically notices is the ________,followed by ________ and finally the ________.

Accepted Answer

The answer of When considering a print advertisement,the first thing...

Question 18

Which promotional tool is described as immediate,customised and interactive?

Accepted Answer

A) segmented advertising 
B) sales promotions 
C) public relations 
D) brand contacts 
E) direct marketing

Question 19

Advertisers have become pretty good at measuring advertising's effects.

Accepted Answer

A) True 
 B)False

Question 20

A company's website can be an important public relations vehicle.

Accepted Answer

A) True 
 B)False

Exam 11: Communicating Customer Value: Advertising and Public Relations

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

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Measures designed to tell the advertiser whether the advertising campaign is actually communicating the desired message to the target audience are collectively known as ________.

________ is impersonal and cannot be as directly persuasive as can company salespeople.

The creative team must find the optimal executional style for advertising messages.List and describe three of these styles of execution.Use relevant,non-text book examples to illustrate your answer.

When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?

The most meaningful and believable benefits may not be the best ones to feature.

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

Video of professional stuntmen shot with the use of a GoPro is an example of is an example of which growing trend in advertising?

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.

For products that need to be demonstrated,messages on the medium of ________ may have more impact.

A marketing communications director's job is to ensure that each ________ will deliver a consistent and positive message about the company.

The goal of ________ is to make an advertisement so entertaining,or so useful,that people want to watch it.

________ becomes more important as competition increases.The company's objective is to build selective demand.

Ads that are built around dream themes use which type of execution style?

In their efforts to find less costly and more targeted ways to reach consumers,advertiser have discovered a collection of _____.

When considering a print advertisement,the first thing the consumer typically notices is the ,followed by and finally the .

Which promotional tool is described as immediate,customised and interactive?

Advertisers have become pretty good at measuring advertising's effects.

A company's website can be an important public relations vehicle.