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Chapter 17:
Designing and Managing
Integrated Marketing



1. Modern marketing calls for more than
developing a good product, pricing it attractively, and making it accessible.
Companies must also ________.
a. attract popular celebrities to endorse
their brands in order to appear credible
b. reach historically underrepresented markets
with their products
c. relate to employees on a more personal
d. advertise exclusively to current users to
cement their commitment to the brand
e. communicate with present and potential
stakeholders and the general public

2. Marketing communications are the means by
which firms attempt to ________, persuade, and remind consumers about the
products and brands that they sell.
a. inform
b. reach
c. attract
d. interest
e. none of the above

3. Marketing communications can contribute to
brand equity by establishing the brand in memory and ________.
a. creating interest
b. communicating quality
c. creating demand
d. creating a brand image
e. introducing new products to the market
4. Dramatic changes in consumer technologies
and media habits have ________.
a. eroded the effectiveness of the mass media
b. increased the effectiveness of the mass
c. expanded the appeal of mass-media marketing
d. reduced the cost of mass-media marketing
e. all of the above

Television advertising used to be the most
powerful means of hitting the consumer marketing bull’s-eye. Its demise is attributed to ________ and to
shifts in the media now used to reach consumers.
f. the aging of the baby boomer demographic
g. a shift in the proportion of radio
listening to television viewing
h. increasing consumer cynicism toward
fragmentation of U.S.
of the above

5. The marketing communications mix consists
of eight major modes of communications.
Which of the following is NOT one
of these modes?
a. Personal selling
b. Direct marketing
c. Sales promotions
d. Packaging
e. Advertising

6. Every ________ delivers an impression that
can strengthen or weaken a customer’s view of the company.
a. brand equity
b. brand contact
c. salesman
d. featured ad
e. direct-mail piece

7. Marketing communications activities
contribute to brand equity in all of the following ways EXCEPT ________.
a. by enhancing brand performance
b. by creating brand awareness
c. by eliciting positive brand judgments
d. by linking the right associations to the
brand image in consumers’ memories
e. by facilitating a stronger consumer-brand

8. The starting point in planning marketing
communications is an audit of all the potential ________ that customers in the
target market may have with the brand and the company.
a. consumers
b. interests
c. interactions
d. usages
e. exposures

One implication of the concept of brand equity is that
the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally
strong, favorable, and unique brand association between two media, then the
impact in terms of brand equity should be ________.
f. prominent
g. identical

h. different


9. Blogs and chat rooms are examples of the
________ communication platform.
a. personal selling
b. events and experiences
c. public relations and publicity
d. word-of-mouth marketing
e. direct and interactive marketing

10. Marketers need to assess which experiences
and impressions will have the most influence at each ________ of the buying
a. stage
b. level
c. consumer
d. step
e. none of the above

11. Anything that causes the consumer to notice
and pay attention to the brand can ________ brand awareness.
a. decrease
b. increase

c. effect
d. affect
e. influence

12. The macromodel of effective communications
contains nine elements. Two elements represent the major parties in a
communication. These two parties are called ________ and ________.
a. sender; subject
b. beginner; receiver
c. receiver; starter
d. initiator; receiver
e. sender; receiver

13. According to the macromodel of
communication, the four major communication functions are decoding, response,
feedback, and ________.
a. message
b. encoding
c. response
d. feedback
e. noise

14. In communicating, selective attention,
selective distortion, and ________ may come into play.
a. selective listening
b. noise
c. selective retention
d. selective hearing
e. selective interest

15. In micromodels of marketing communications,
the four classic response hierarchy models includes all of the following EXCEPT ________.
a. communications model
b. innovation-adoption model
c. hierarchy-of-effects model

16. The hierarchy-of-effects model contains
awareness, knowledge, liking, ________, conviction, and purchase.
a. cognitive response
b. preference
c. interest
d. attitude
e. none of the above

17. Senders know that to effectively
communicate, they must encode their messages so that the target audience can
decode them; the must transmit the message through the media that reach the
target audience and develop ________ channels to monitor the responses.
a. feedback
b. interest
c. response
d. decoding
e. none of the above

The eight steps in developing effective communications start with the basics:
identifying the target audience, determining the objectives, designing the
communications, ________ , and establishing the budget.
f. selecting the advertising copy
g. managing the process
h. choosing the media mix
the channels

18. The ability to identify the brand within
the category, in sufficient detail to make a purchase, is known as ________.
a. category need
b. brand awareness
c. brand attitude
d. brand purchase intention
e. brand conviction

19. Formulating the communications to achieve
the desired response will require solving three problems: message strategy,
creative strategy, and ________.
a. market-specific advertising
b. media sources
c. advertising
d. transformational appeal
e. message source

20. Creative strategies are how marketers
translate their messages into a specific communication. Creative strategies can
be broadly classified as involving either informational or ________ appeals.
a. branded entertainment
b. point-of-purchase
c. advertorials
d. transformational
e. individualization
21. John Maloney saw buyers as
expecting one of four types of reward from a product. These include rational, social, ego
satisfying, and ________.
a. exciting
b. functional
c. low costs
d. sensory
e. safety

A(n) ________ appeal elaborates on a non-product-related benefit or image when
advertising a product or service.
f. informational
g. destructive
h. involving

22. Communicators use ________ appeals such as
fear, guilt, and shame to get people to do things or stop doing things.
a. destructive
b. scary
c. attractive
d. emotional
e. negative
23. Communicators use positive emotional
appeals to attract consumer attention and raise their ________ with an ad.
a. emotions
b. exposure
c. involvement
d. assessment
e. interest

24. Messages delivered by attractive
or popular sources can potentially achieve higher attention and recall. What is
important is the spokesperson’s credibility. Source credibility consists of
trustworthiness, likability, and ________.
a. celebrity status
b. experience
c. expertise
d. age
e. reputation

25. ________ is the specialized
knowledge that the communicator possesses to back the advertising claim.
a. Likeability
b. Source
c. Expertise
d. Trustworthiness
e. Faith

26. A well-chosen celebrity can draw attention
to a product or brand. The choice of the celebrity is critical. The celebrity
should have high recognition, high positive affect, and high ________ to the
a. interest
b. attachment
c. relevancy
d. appropriateness
e. fit

27. If a person has a positive
attitude toward a source and a message, or a negative attitude toward both, a
state of ________ is said to exits.
a. communication
b. congruity
c. celebrity
d. insight
e. transformation

28. Personal communications channels
derive their effectiveness through ________ presentation and feedback.
a. effective
b. group
c. canned
d. individualized
e. persuasion

29. ________ channels consist of company
salespeople contacting buyers in the target market.
a. Individualized
b. Personal
c. Expert
d. Advocate
e. Social

30. ________ channels consists of neighbors,
friends, family members, and associates talking to target buyers.
a. Social
b. Expert
c. Advocate
d. Professional
e. None of the above

31. Personal influence carries especially great
weight with consumers in two situations. The first is with products that are
expensive, risky, or purchased infrequently. The second is where the product
a. suggests something about the user’s ethnic
b. suggests something about the user’s education

c. suggests something about the user’s family
d. suggests something about the user’s
financial wealth
e. suggests something about the user’s status
or taste

32. Nonpersonal channels are communications
directed to more than one person and include media, sales promotions, events
and experiences, and ________.
a. Internet access
b. coupons
c. direct exposure
d. guerilla tactics
e. public relations

33. Most of the recent growth of nonpersonal
channels has taken place through ________.
a. display media
b. events and experiences
c. network media
d. public relations
e. sales promotions

34. Mass communications affect personal
attitudes and behavior through a two-step process. Ideas often flow from radio,
television, and print to opinion leaders, and from these to the less
________-involved population groups.
a. media
b. advertising
c. informed
d. involved
e. none of the above

35. The two-step flow of information challenges
the notion that consumption styles ________ a “trickle-down” or “trickle-up”
effect from mass media.
a. are secondarily influenced by
b. are affected by
c. start with
d. are primarily influenced by
e. originate with

36. The four common methods that companies use
to decide on a promotion budget include the affordable method, the
percentage-of-sales method, ________, and the objective-and-task method.
a. financial method
b. incremental growth method
c. zero-based budgeting method
d. competitive-parity method
e. last year’s budget method

37. Many companies set promotion expenditures
at a specified percentage of current or anticipated sales, or of the sales
price. This method of budgeting is called ________.
a. objective-and-task method
b. percentage-of-sales method
c. affordable method
d. competitive parity method
e. none of the above

38. Companies must allocate the marketing
communications budget over the eight major modes of communication,
including—advertising, sales promotion, public relations, events, sales force,
interactive marketing, word-of-mouth, and ________.
a. incentives
b. couponing
c. integrated marketing communications
d. Internet marketing
e. direct marketing

39. Some companies set their promotion budget
to achieve share-of-voice parity with competitors. This is referred to as the ________ of
promotions budgeting.
a. objective-task method
b. percentage-of-sales method
c. competitive-parity method
d. affordable method
e. comparable method

40. Marketing functions must be coordinated to
ensure ________ among communications tools.
a. significant costs
b. power

c. importance

d. incremental costs
e. substitutability

41. Advertising can be used to build up a
long-term image for a product and usually contains the qualities of
impersonality, amplified expressiveness, and ________.
a. invitation

b. motion
c. sound and sight
d. pervasiveness
e. intrusion

42. Sales promotions tools offer three
distinctive benefits to marketers. Among these benefits are communication,
invitation, and ________.
a. credibility
b. impersonality
c. exclusion
d. inclusion
e. incentive

43. The appeal of public relations and
publicity is based on three distinctive qualities. These include ________, the ability to catch
buyers off guard, and dramatization.
a. invitation

b. free
c. high credibility
d. exposure
e. low cost

44. Personal selling is the most effective tool
at later stages of the buying process, particularly in building up buyer
preference, conviction, and action. Personal selling has three distinctive
qualities. These are personal interaction, response, and ________.
a. customization
b. dramatization
c. involvement
d. relevance
e. cultivation

45. ________ is/are the most effective tool at
later stages of the buying process, particularly in building up buyer
preference, conviction, and action.
a. Direct and interactive marketing
b. Events and experiences
c. Word-of-mouth marketing
d. Personal selling
e. Public relations

Companies must consider several factors in developing
their communications mix: type of product market, consumer readiness to make a
purchase, and the stage in the ________.
f. product life cycle
g. marketing mix
h. advertising mix
of the above

46. An effectively trained company sales force
can make four important contributions: enthusiasm building, missionary selling,
key account management, and ________.
a. customer contacts
b. relationship selling
c. direct sales contacts
d. increased stock position
e. account management

47. Communication tools vary in
cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most
important role in the awareness-building stage.
a. Direct marketing
b. Sales promotion
c. Advertising
d. Personal selling
e. “Buzz”

48. Senior managers want to know the outcomes
and revenues resulting from their communications investments. Too often,
however, their communications directors supply only ________ and expenses.
a. inputs
b. outputs
c. measures
d. ads
e. none of the above

49. In measuring the effectiveness of a firm’s
communications investment, ultimately ________ measures capture the real
a. behavior-change
b. purchase
c. action
d. inaction
e. none of the above

Integrated marketing communications is a
concept of marketing communications planning that recognizes the added value of
a ________ plan.
f. integrated
g. coherent
h. complete

of the above

50. A multiple media campaign deployed
within a tightly defined time frame can increase message _________.
a. delivery and reach
b. awareness and content
c. reach and impact
d. impact and awareness
e. content and delivery

51. A one-time mailing offering a cookware item
is an example of a ________.
a. single-vehicle, single-stage campaign
b. direct campaign
c. single-vehicle, multiple-stage campaign
d. multiple-vehicle, multiple-stage campaign
e. none of the above

52. Which of the following is NOT one of the advantages of having an
integrated marketing communications program?
a. It forces management to think about how the company communicates.
b. It forces management to think about every
way the customer comes in contact with the company.
c. It produces greater sales impact.
d. It increases consumer involvement.
e. It produces stronger message consistency.

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