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31.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.
1. communication
2. congruity
3. celebrity
4. insight
5. transformation

32.Personal communications
channels derive their effectiveness through ________ presentation and feedback.
1.
effective
2.
group
3.
canned
4.
individualized
5.
persuasion

________ channels consist of
company salespeople contacting buyers in the target market.

Individualized
Personal
Expert
Advocate
Social

________ channels consists of
neighbors, friends, family members, and associates talking to target
buyers.

Social
Expert
Advocate
Professional
None of the above

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 ________.

suggests something about the
user’s ethnic background
suggests something about the
user’s education
suggests something about the
user’s family
suggests something about the
user’s financial wealth
suggests something about the
user’s status or taste

Nonpersonal channels are
communications directed to more than one person and include media, sales
promotions, events and experiences, and ________.

Internet access
coupons
direct exposure
guerilla tactics
public relations

Most of the recent growth of
nonpersonal channels has taken place through ________.

display media
events and experiences
network media
public relations
sales promotions

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.

media
advertising
informed
involved
none of the above

The two-step flow of
information challenges the notion that consumption styles ________ a
“trickle-down” or “trickle-up” effect from mass media.

are secondarily influenced by
are affected by
start with
are primarily influenced by
originate with

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.

financial method
incremental growth method
zero-based budgeting method
competitive-parity method
last year’s budget method

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 ________.

objective-and-task method
percentage-of-sales method
affordable method
competitive parity method
none of the above

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 ________.

incentives
couponing
integrated marketing
communications
Internet marketing
direct marketing

Some companies set their
promotion budget to achieve share-of-voice parity with competitors. This
is referred to as the ________ of promotions budgeting.

objective-task method
percentage-of-sales method
competitive-parity method
affordable method
comparable method

Marketing functions must be
coordinated to ensure ________ among communications tools.

significant costs
power
importance
incremental costs
substitutability

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

invitation
motion
sound and sight
pervasiveness
intrusion

Sales promotions tools offer
three distinctive benefits to marketers. Among these benefits are
communication, invitation, and ________.

credibility
impersonality
exclusion
inclusion
incentive

47.
The appeal of public relations and publicity is based on three
distinctive qualities. These include ________, the ability to catch buyers off
guard, and dramatization.
1.
invitation
2.
free
3.
high credibility
4.
exposure
5.
low cost

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
________.

customization
dramatization
involvement
relevance
cultivation

________ is/are the most
effective tool at later stages of the buying process, particularly in
building up buyer preference, conviction, and action.

Direct and interactive
marketing
Events and experiences
Word-of-mouth marketing
Personal selling
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 ________.

product life cycle
marketing mix
advertising mix
buying process
none of the above

An effectively trained company
sales force can make four important contributions: enthusiasm building,
missionary selling, key account management, and ________.

customer contacts
relationship selling
direct sales contacts
increased stock position
account management

Communication tools vary in
cost-effectiveness at different stages of buyer readiness. ________ and
publicity play the most important role in the awareness-building stage.

Direct marketing
Sales promotion
Advertising
Personal selling
“Buzz”

Senior managers want to know
the outcomes and revenues resulting from their communications investments.
Too often, however, their communications directors supply only ________
and expenses.

inputs
outputs
measures
ads
none of the above

In measuring the effectiveness
of a firm’s communications investment, ultimately ________ measures
capture the real payoff.

behavior-change
purchase
action
inaction
none of the above

Integrated
marketing communications is a concept of marketing communications planning
that recognizes the added value of a ________ plan.

integrated
coherent
complete
comprehensive
none of the above

56.
A multiple media campaign deployed within a tightly defined time
frame can increase message _________.
1.
delivery and reach
2.
awareness and content
3.
reach and impact
4.
impact and awareness
5.
content and delivery

A one-time mailing offering a
cookware item is an example of a ________.

single-vehicle, single-stage
campaign
direct campaign
single-vehicle, multiple-stage
campaign
multiple-vehicle, multiple-stage
campaign
none of the above

Which of the following
is NOT one of the advantages of having an integrated marketing
communications program?

It forces management to think
about how the company communicates.
It forces management to think
about every way the customer comes in contact with the company.
It produces greater sales
impact.
It increases consumer
involvement.
It produces stronger message
consistency.

Communication option are often
more effective when used in tandem. ________ relates to the extent to
which different associations and linkages are emphasized across
communication options.

Coverage
Contribution
Commonality
Complementarity
Versatility

In
assessing the collective impact of an IMC program, the overriding goal is
to create the most effective and efficient communications program
possible. Which of the following is NOT one of the six criteria
used to help determine whether communications are truly integrated?

Clutter
Coverage
Contribution
Commonality
Complementarily

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