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?
List the major ways that marketing communications activities
contribute to brand equity.
macromodel of the communications process includes nine elements. Diagram
the nine elements in the communications process.
Micromodels of marketing
communications concentrate on consumers’ specific response to
communications. List the four classic response hierarchy models.
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?
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.”
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?
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?
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
A well-chosen celebrity can
draw attention to a product or brand but also poses certain risks.
Identify three of those risks.
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?
do opinion leaders mediate the affect of mass communications?
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
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?
Relate the concept of marginal
profit to the communications budgeting decision.
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.
sales force is efficient and effective. What are the four contributions
that an effective sales force can make to the marketing communications
After implementing the
communications plan, how might marketing managers communicate the outcomes
of their efforts?
List some of the benefits of a
working integrated marketing communications program.
communications has been slow to take hold for several reasons. List these