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101.
Dramatic changes in the way
consumers interact with media have eroded the effectiveness of the mass
media. What two forces are to blame for
the reduced effectiveness of mass media?

102.
List the major ways that
marketing communications activities contribute to brand equity.

103.
The
macromodel of the communications process includes nine elements. Diagram the nine elements in the
communications process.

104.
Micromodels
of marketing communications concentrate on consumers’ specific response to
communications. List the four classic response hierarchy models.

.

105.
Consumers
are more likely to recognize Stouffer’s distinctive orange packages than recall
the brand. When is brand recall important and when is brand recognition
important?

106.
John
Maloney saw buyers as expecting one of four types of reward from a product:
rational, sensory, social, or ego satisfaction. Crossing these four types of
rewards with the three types of experience generates 12 types of messages. Explain the phrase “Real beer taste in a
great light beer.”

107.
In
describing the experience of using Coast soap for the first time (“The Eye
Opener!”), we are describing a nonproduct benefit or image. This is the
definition of what type of appeal?

108.
Communications
that use cute babies, puppies, or provocative sex appeals are often employed to
attract consumer attention and raise their involvement with an ad. What are
some of the usages for “borrowed-interest” devices?

109.
In terms of source credibility,
why would a medical doctor have greater source credibility as a spokesperson
speaking about the effects of a new drug than a retired actor would? What are the three characteristics of source
credibility?

.

110.
A
well-chosen celebrity can draw attention to a product or brand but also poses
certain risks. Identify three of those
risks.

111.
Personal
communications channels derive their effectiveness through individualized
presentation and feedback. Within this category, we can distinguish between
three channels: advocate channels, expert channels, and social channels. How
would you characterize a seminar directed to retirees on buying real estate
with no money down?

112.
How do
opinion leaders mediate the affect of mass communications?

113.
In
introducing a new liquid dog treat to the market, you have been asked to
prepare a promotion budget using the objective-and-task method. What would be your first step in this
process?

114.
The
objective-and-task method of promotions budgeting calls upon marketers to develop promotion
budgets by defining specific objectives, determining the tasks that must be
performed to achieve these objectives, and estimating the costs of performing
these tasks. What is the major advantage
of using this method?

115.
Relate
the concept of marginal profit to the communications budgeting decision.

116.
The
repetition of the local car dealers’ commercials on late night television,
besides being universally terrible, are examples of what characteristic of the
advertising component of the communications mix.

117.
Your
sales force is efficient and effective.
What are the four contributions that an effective sales force can make
to the marketing communications mix?

118.
After
implementing the communications plan, how might marketing managers communicate the
outcomes of their efforts?

119.
List
some of the benefits of a working integrated marketing communications
program.

120.
Integrated
marketing communications has been slow to take hold for several reasons. List
these reasons.

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