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101.
Your marketing communications mix includes mail, telephone, fax,
e-mail, or the Internet to communicate directly with specific customers and
prospects. Which of the eight major modes of communication are you using?
1.
sales promotions
2.
advertising
3.
direct marketing
4.
personal selling
5.
events and experiences

101.
If a consumer has an equally strong, favorable, and unique brand
association of Subaru with the concepts “outdoors,” “active,” and rugged”
because of exposure to a TV ad that shows the car driving over rugged terrain
at different times of the year, the impact in terms of Subaru’s brand equity
should be ________.
1. identical
2. confusing
3. heightened
4. long lasting
5.
none of the above
101.
In the process of buying a new car, a consumer might talk to
others, research the car on the Internet, visit showrooms, and buy magazines
dedicated to the automobile industry. Where would you start in developing your
marketing communication planning?
1.
Appoint an ad agency.
2.
Conduct an audit of all the potential interactions the target
market has with the brand.
3.
Create message strategy.
4.
Create the creative strategy.
5.
None of the above

Your responsibility is to spend
the company’s communications dollars efficiently. As a result, you have
collected the costs of the various forms of the communications mix. Your
decision on “where” to spend your company dollars will be determined
________.

according to its ability to
build brand equity and drive brand sales
according to its ability to
reach the most consumers
according to its ability to
return the “most bang for the buck”
according to its ability to
communicate the “message” most creatively
according to its ability to
have the highest return on investment

For your target audience of new
parents, communicating to them via newsletters, parenting magazines, baby
clubs, and through hospitals is an example of what element of the
macromodel of the communications process?

Response
Receiver
Decoding
Encoding
Media

101.
In developing effective communications, the first step that you
must take is to identify your target audience. It is often useful to define
target audience in terms of ________ and loyalty.
1.
exposure
2.
image
3.
reach
4.
usage
5.
none of the above

Establishing a product
category, such as electric cars, as necessary to remove or satisfy a
perceived discrepancy between a current motivational state and a desired
emotional state is an example of a ________.

category need
brand awareness
brand attitude
cognitive dissonance
purchase intention

101.
The commercials for pain remedies that promise quick relief to
your aches and pains is an example of what type of creative strategy?
1.
Informational appeal
2.
Transformational appeal
3.
Collective appeal
4.
Personal appeal
5.
Differentiated appeal

By focusing on a
non-product-related image, VW’s advertising to active, youthful people
with its “Drivers Wanted” campaign was an example of a ________.

informational appeal
collective appeal
transformational appeal
personal appeal
differentiated appeal

Qualities such as candor,
humor, and naturalness make a source more _______, and therefore more
credible.

trustworthy
expert
knowledgeable
likable
interesting

Which of the following
statements best describes findings by Osgood and Tannenbaum related to
congruity?

Attitude change will take
place in the direction of decreasing the amount of congruity between two
evaluations.
Attitude change will take
place in a way that increases the amount of congruity between two
evaluations.
Attitude change will take
place moving away from increasing the amount of congruity between two
evaluations.
Attitude change will take
place in a way that increases the amount of incongruity between two
evaluations.
None of the above.

A visit by a textbook
publisher’s sales representative is an example of ________.

advocate channels
expert channels
social channels
interactive marketing
e-marketing

101.
When Chipotle entered the Manhattan market, it gave burritos away
to 6,000 people, anticipating that the event would create sufficient buzz to
get the store on its feet after opening. This is an example of ________
marketing.
1. events and entertainment
2. billboard
3. word-of-mouth
4. nonpersonal
5. public relations
101.
The premise surrounding public relations and publicity is that
news stories and features about your company’s product are more authentic and
________ to readers than advertisements.
1.
true
2.
influenced
3.
impartial
4.
effective
5.
credible

Communications-mix allocations
vary between consumer and business markets. Consumer marketers tend to
spend comparatively more on sales promotion and advertising; business
marketers tend to spend comparatively more on ________.

word-of-mouth marketing
personal selling
direct marketing
interactive marketing
events and experiences

When a communications director
presents senior management with such things as press clipping counts, the
number of ads placed, media costs, and such, he is supplying ________.

feedback
revenues
outcomes
inputs
outputs and expenses

101.
We find that 80% of the consumers in the total market are aware of
brand A, 60% have tried it, and only 20% who have tried it are satisfied. This
indicates that the communications program is effective in creating awareness,
but the product fails to meet consumer ________.
1.
effect on complementary products
2.
purchase intent
3.
awareness
4.
interests
5.
expectations

101.
For a Citibank campaign to market home equity loans, the bank used
“mail plus coupon plus 800 number plus outbound telemarketing plus print
advertising.” This kind of campaign is known as a ________.
1. single-vehicle,
single-stage campaign
2. single-vehicle,
multiple-stage campaign
3. multiple-vehicle,
single-stage campaign
4. multiple-vehicle,
multiple-stage campaign
5. none of the above
101.
Dannon makes it a priority to drive traffic to its Dannon Yogurt
homepage so that the company can benefit from the twin paybacks of (1) forging
direct relationships with customers and (2) building a database of its best
customers. This is an example of ________.
1.
personal selling
2.
integrated marketing communications
3.
coordinating media
4.
brand linkages
5.
direct marketing

101.
In assessing the collective impact of an IMC program, the
marketer’s overriding goal is to create the most effective and efficient communications
program possible. The criterion of ________ is the proportion of the audience
reached by each communication option employed, as well as how much overlap
exists among communication options.
1. coverage
2. contribution
3. commonality
4. complementarity
5. versatility

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