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  • Designing and Managing Integrated Marketing Communications GENERAL CONCEPT QUESTIONS
 

Designing and Managing Integrated Marketing Communications GENERAL CONCEPT QUESTIONS

Thursday, 03 August 2017 / Published in Uncategorized

Designing and Managing Integrated Marketing Communications GENERAL CONCEPT QUESTIONS

Get An Answer to this Question.

Designing and Managing

Integrated Marketing Communications

GENERAL CONCEPT
QUESTIONS

Multiple Choice

  1. Modern marketing calls for more
    than developing a good product, pricing it attractively, and making it
    accessible. Companies must also ________.
    1. attract popular celebrities to
      endorse their brands in order to appear credible
    2. reach historically
      underrepresented markets with their products
    3. relate to employees on a more
      personal level
    4. advertise exclusively to
      current users to cement their commitment to the brand
    5. communicate with present and
      potential stakeholders and the general public
  1. Marketing communications are
    the means by which firms attempt to ________, persuade, and remind
    consumers about the products and brands that they sell.
    1. inform
    2. reach
    3. attract
    4. interest
    5. none of the above
  1. Marketing communications can
    contribute to brand equity by establishing the brand in memory and
    ________.
    1. creating interest
    2. communicating quality
    3. creating demand
    4. creating a brand image
    5. introducing new products to the
      market
  1. Dramatic changes in consumer
    technologies and media habits have ________.
    1. eroded the effectiveness of
      the mass media
    2. increased the effectiveness of
      the mass media
    3. expanded the appeal of
      mass-media marketing
    4. reduced the cost of mass-media
      marketing
    5. all of the above
  1. Television
    advertising used to be the most powerful means of hitting the consumer
    marketing bull’s-eye. Its demise is attributed to ________ and to shifts
    in the media now used to reach consumers.
    1. the aging of the baby boomer
      demographic
    2. a shift in the proportion of
      radio listening to television viewing
    3. increasing consumer cynicism
      toward advertising
    4. the fragmentation of U.S.
      audiences
    5. none of the above
  1. The marketing communications
    mix consists of eight major modes of communications. Which of the
    following is NOT one of these modes?
    1. Personal selling
    2. Direct marketing
    3. Sales promotions
    4. Packaging
    5. Advertising
  1. Every ________ delivers an
    impression that can strengthen or weaken a customer’s view of the company.
    1. brand equity
    2. brand contact
    3. salesman
    4. featured ad
    5. direct-mail piece
  1. Marketing communications
    activities contribute to brand equity in all of the following ways EXCEPT
    ________.
    1. by enhancing brand performance
    2. by creating brand awareness
    3. by eliciting positive brand
      judgments
    4. by linking the right
      associations to the brand image in consumers’ memories
    5. by facilitating a stronger
      consumer-brand connection
  1. 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.
    1. consumers
    2. interests
    3. interactions
    4. usages
    5. exposures
  1. 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
    ________.
    1. prominent
    2. identical
    3. different
    4. measurable
    5. actionable
  1. Blogs and chat rooms are
    examples of the ________ communication platform.
    1. personal selling
    2. events and experiences
    3. public relations and publicity
    4. word-of-mouth marketing
    5. direct and interactive
      marketing
  1. Marketers need to assess which
    experiences and impressions will have the most influence at each ________
    of the buying process.
    1. stage
    2. level
    3. consumer
    4. step
    5. none of the above
  1. Anything that causes the
    consumer to notice and pay attention to the brand can ________ brand
    awareness.
    1. decrease
    2. increase
    3. effect
    4. affect
    5. influence
  1. The macromodel of effective
    communications contains nine elements. Two elements represent the major
    parties in a communication. These two parties are called ________ and
    ________.
    1. sender; subject
    2. beginner; receiver
    3. receiver; starter
    4. initiator; receiver
    5. sender; receiver
  1. According
    to the macromodel of communication, the four major communication functions
    are decoding, response, feedback, and ________.
    1. message
    2. encoding
    3. response
    4. feedback
    5. noise
  1. In communicating, selective
    attention, selective distortion, and ________ may come into play.
    1. selective listening
    2. noise
    3. selective retention
    4. selective hearing
    5. selective interest
  1. In micromodels of marketing
    communications, the four classic response hierarchy models includes all of
    the following EXCEPT ________.
    1. communications model
    2. innovation-adoption model
    3. hierarchy-of-effects model
    4. AIDA
    5. BAMT
  1. The hierarchy-of-effects model
    contains awareness, knowledge, liking, ________, conviction, and purchase.
    1. cognitive response
    2. preference
    3. interest
    4. attitude
    5. 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

  1. 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.
    1. selecting the advertising copy
    2. managing the process
    3. choosing the media mix
    4. selecting the channels
    5. 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

  1. Creative strategies are how
    marketers translate their messages into a specific communication. Creative
    strategies can be broadly classified as involving either informational or
    ________ appeals.
    1. branded entertainment
    2. point-of-purchase
    3. advertorials
    4. transformational
    5. 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

  1. A(n)
    ________ appeal elaborates on a non-product-related benefit or image when
    advertising a product or service.
    1. informational
    2. destructive
    3. involving
    4. creative
    5. transformational
  1. Communicators use ________
    appeals such as fear, guilt, and shame to get people to do things or stop
    doing things.
    1. destructive
    2. scary
    3. attractive
    4. emotional
    5. 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 spokesperson’s 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

  1. 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.
    1. interest
    2. attachment
    3. relevancy
    4. appropriateness
    5. fit
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