Designing and Managing
Integrated Marketing Communications
GENERAL CONCEPT QUESTIONS
Multiple Choice
Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________.
attract popular celebrities to endorse their brands in order to appear credible
reach historically underrepresented markets with their products
relate to employees on a more personal level
advertise exclusively to current users to cement their commitment to the brand
communicate with present and potential stakeholders and the general public
Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the products and brands that they sell.
inform
reach
attract
interest
none of the above
Marketing communications can contribute to brand equity by establishing the brand in memory and ________.
creating interest
communicating quality
creating demand
creating a brand image
introducing new products to the market
Dramatic changes in consumer technologies and media habits have ________.
eroded the effectiveness of the mass media
increased the effectiveness of the mass media
expanded the appeal of mass-media marketing
reduced the cost of mass-media marketing
all of the above
Television advertising used to be the most powerful means of hitting the consumer marketing bulls-eye. Its demise is attributed to ________ and to shifts in the media now used to reach consumers.
the aging of the baby boomer demographic
a shift in the proportion of radio listening to television viewing
increasing consumer cynicism toward advertising
the fragmentation of U.S. audiences
none of the above
The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes?
Personal selling
Direct marketing
Sales promotions
Packaging
Advertising
Every ________ delivers an impression that can strengthen or weaken a customers view of the company.
brand equity
brand contact
salesman
featured ad
direct-mail piece
Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.
by enhancing brand performance
by creating brand awareness
by eliciting positive brand judgments
by linking the right associations to the brand image in consumers memories
by facilitating a stronger consumer-brand connection
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.
consumers
interests
interactions
usages
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 ________.
prominent
identical
different
measurable
actionable
Blogs and chat rooms are examples of the ________ communication platform.
personal selling
events and experiences
public relations and publicity
word-of-mouth marketing
direct and interactive marketing
Marketers need to assess which experiences and impressions will have the most influence at each ________ of the buying process.
stage
level
consumer
step
none of the above
Anything that causes the consumer to notice and pay attention to the brand can ________ brand awareness.
decrease
increase
effect
affect
influence
The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________.
sender; subject
beginner; receiver
receiver; starter
initiator; receiver
sender; receiver
According to the macromodel of communication, the four major communication functions are decoding, response, feedback, and ________.
message
encoding
response
feedback
noise
In communicating, selective attention, selective distortion, and ________ may come into play.
selective listening
noise
selective retention
selective hearing
selective interest
In micromodels of marketing communications, the four classic response hierarchy models includes all of the following EXCEPT ________.
communications model
innovation-adoption model
hierarchy-of-effects model
AIDA
BAMT
The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.
cognitive response
preference
interest
attitude
none of the above
19. 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.
1. feedback
2. interest
3. response
4. decoding
5. 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.
selecting the advertising copy
managing the process
choosing the media mix
selecting the channels
measuring results
21. The ability to identify the brand within the category, in sufficient detail to make a purchase, is known as ________.
1. category need
2. brand awareness
3. brand attitude
4. brand purchase intention
5. brand conviction
22. Formulating the communications to achieve the desired response will require solving three problems: message strategy, creative strategy, and ________.
1. market-specific advertising
2. media sources
3. advertising
4. transformational appeal
5. message source
Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.
branded entertainment
point-of-purchase
advertorials
transformational
individualization
24. John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego satisfying, and ________.
1. exciting
2. functional
3. low costs
4. sensory
5. safety
A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.
informational
destructive
involving
creative
transformational
Communicators use ________ appeals such as fear, guilt, and shame to get people to do things or stop doing things.
destructive
scary
attractive
emotional
negative
27. Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.
1. emotions
2. exposure
3. involvement
4. assessment
5. interest
28.Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokespersons credibility. Source credibility consists of trustworthiness, likability, and ________.
1. celebrity status
2. experience
3. expertise
4. age
5. reputation
29. ________ is the specialized knowledge that the communicator possesses to back the advertising claim.
1. Likeability
2. Source
3. Expertise
4. Trustworthiness
5. Faith
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 product.
interest
attachment
relevancy
appropriateness
fit