Question 1

When planning communications for a detergent brand,which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Accepted Answer

A)   feel-do-learn
B)   do-feel-learn
C)   feel-learn-do
D)   learn-do-feel
E)   learn-feel-doF) C) and D)
G) B) and D)

Question 2

Marketing communications in almost every medium and form have been on the rise,and some consumers feel they are increasingly invasive.

Accepted Answer

A) True 
 B)False

Question 3

Creative strategies refer to _______.

Accepted Answer

A)   the way marketers translate their messages into a specific communication
B)   the amount of creative content in a communications message
C)   the degree of innovation involved in the marketing of a product
D)   the novelty of a marketing communication
E)   the type of medium used to deliver a marketing communicationF) B) and D)
G) C) and D)

Question 4

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

Accepted Answer

A)   advertising
B)   publicity
C)   sales promotion
D)   personal selling
E)   events and experiencesF) All of the above
G) B) and D)

Question 5

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

Accepted Answer

Many companies still rely on only one or...

Question 6

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

Accepted Answer

A)   fixed annual budget
B)   suitable for long-range planning
C)   priority given to role of promotion as an investment
D)   calculated to reflect what the company can spare for marketing communications
E)   based on the immediate impact of promotion on sales volumeF) A) and B)
G) C) and E)

Question 7

The most highly credible source would score high on at least two of the three dimensions-expertise,trustworthiness,and likability.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following ads depict a transformational appeal?

Accepted Answer

A)   Thompson Water Seal can withstand intense rain, snow, and heat
B)   DIRECTV offers better HD options than cable or other satellite operators
C)   NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's
D)   Pringles advertised "Once You Pop, the Fun Don't Stop" for years
E)   Excedrin stops the toughest headache painF) C) and D)
G) A) and E)

Question 9

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Accepted Answer

Communication tools vary in cost-effecti...

Question 10

Which of the following personal communications channels consist of family members,neighbors,friends,and associates talking to target buyers?

Accepted Answer

A)   expert channels
B)   advocate channels
C)   social channels
D)   formal channels
E)   sponsored channelsF) A) and B)
G) A) and D)

Question 11

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Accepted Answer

A) True 
 B)False

Question 12

Personal influence in marketing communications carries great weight when ________.

Accepted Answer

A)   the product being marketed is a convenience item
B)   the purchase of the product is considered to be safe and risk-free
C)   the product suggests something about the user's status or taste
D)   the product being marketed is purchased on a frequent basis
E)   the product or service in question is used without being recommended by othersF) A) and C)
G) C) and D)

Question 13

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness,improve image,or elicit sales of products and services.

Accepted Answer

A)   Personal selling
B)   Direct marketing
C)   Sales promotion
D)   Interactive marketing
E)   Public relationsF) A) and B)
G) A) and C)

Question 14

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers,other firms,the government,and media to promote or protect a company's image or its individual product communications?

Accepted Answer

A)   direct marketing
B)   public relations and publicity
C)   personal selling
D)   advertising
E)   sales promotionF) A) and E)
G) A) and D)

Question 15

A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

Accepted Answer

A)   logical
B)   transformational
C)   reasonable
D)   informational
E)   rationalF) D) and E)
G) A) and B)

Question 16

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 17

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations,answering questions,and procuring orders?

Accepted Answer

A)   advertising
B)   sales promotion
C)   word of mouth marketing
D)   public relations
E)   personal sellingF) None of the above
G) D) and E)

Question 18

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Accepted Answer

A)   problem removal
B)   sensory gratification
C)   normal depletion
D)   intellectual stimulation
E)   problem avoidanceF) A) and B)
G) A) and C)

Question 19

Which is the first step to be performed by a marketer in developing effective marketing communications?

Accepted Answer

A)   identifying a target audience
B)   determining the objectives
C)   establishing the budget
D)   deciding on the media mix
E)   selecting the communication channelsF) C) and D)
G) A) and C)

Question 20

Which of the following is an example of an advertising platform?

Accepted Answer

A)   posters and leaflets
B)   company magazines
C)   fairs and trade shows
D)   sales presentations
E)   continuity programsF) B) and C)
G) D) and E)

Exam 15: Designing and Managing Integrated Marketing Communications

How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

Correct AnswerverifiedCommunication tools vary in cost-effecti...View AnswerShow Answer

Which is the first step to be performed by a marketer in developing effective marketing communications?

Correct AnswerverifiedShow Answer

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers,other firms,the government,and media to promote or protect a company's image or its individual product communications?

Correct AnswerverifiedShow Answer

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

Correct AnswerverifiedShow Answer

A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

When planning communications for a detergent brand,which of the following sequences of buyer responses should the marketer choose on which to base the communications model?

Correct AnswerverifiedShow Answer

Which of the following ads depict a transformational appeal?

Correct AnswerverifiedShow Answer

Personal influence in marketing communications carries great weight when ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedMany companies still rely on only one or...View AnswerShow Answer

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations,answering questions,and procuring orders?

Correct AnswerverifiedShow Answer

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness,improve image,or elicit sales of products and services.

Correct AnswerverifiedShow Answer

The most highly credible source would score high on at least two of the three dimensions-expertise,trustworthiness,and likability.

Correct AnswerverifiedShow Answer

Creative strategies refer to _______.

Correct AnswerverifiedShow Answer

Two-sided messages are more effective with more educated audiences and those who are initially opposed.

Correct AnswerverifiedShow Answer

Marketing communications in almost every medium and form have been on the rise,and some consumers feel they are increasingly invasive.

Correct AnswerverifiedShow Answer

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need.Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Correct AnswerverifiedShow Answer

Which of the following personal communications channels consist of family members,neighbors,friends,and associates talking to target buyers?

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

Correct AnswerverifiedShow Answer

Which of the following is an example of an advertising platform?

Correct AnswerverifiedShow Answer

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Communication tools vary in cost-effecti...
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Many companies still rely on only one or...
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