Print marketing management ch 17 flashcards - Easy Notecards

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marketing management ch 17

front 1 1) ________ refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell.	back 1 B) Marketing communications Page Ref: 476
front 2 2) Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?	back 2 A) advertising Page Ref: 478
front 3 3) Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?	back 3 E) sales promotion Page Ref: 478
front 4 4) Which of the following is an example of a trade promotion?	back 4 C) display allowances Page Ref: 478

front 5 5) Which of the following is an example of a business and sales force promotion?	back 5 C) contests for sales reps Page Ref: 478
front 6 _______ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.	back 6 E) Events and experiences Page Ref: 478
front 7 7) Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?	back 7 B) public relations and publicity Page Ref: 478
front 8 8) Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?	back 8 C) direct marketing Page Ref: 478

front 9 9) ________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.	back 9 D) Interactive marketing Page Ref: 478
front 10 10) ________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.	back 10 C) Word-of-mouth marketing Page Ref: 478
front 11 11) Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?	back 11 E) personal selling Page Ref: 478
front 12 12) Which of the following is an example of an advertising platform?	back 12 A) posters and leaflets Page Ref: 479

front 13 13) Which of the following is an example of an events and experiences platform?	back 13 C) factory tours Page Ref: 479
front 14 14) Which of the following is an example of a public relations and publicity communication platform?	back 14 A) lobbying Page Ref: 479
front 15 15) Which of the following is an example of an interactive marketing communication platform?	back 15 D) TV shopping Page Ref: 479
front 16 16) Which of the following is an example of a word-of-mouth marketing communication platform?	back 16 A) chat rooms Page Ref: 479

front 17 17) Which of the following is an example of a personal selling communication platform?	back 17 A) sales presentations Page Ref: 479
front 18 18) The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.	back 18 B) communications audit Page Ref: 479
front 19 19) Along which of the following parameters should marketers evaluate communication options when building brand equity?	back 19 D) efficiency Page Ref: 479
front 20 20) Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?	back 20 B) noise Page Ref: 480

front 21 21) Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?	back 21 D) message Page Ref: 480
front 22 22) Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?	back 22 A) cognitive stage-affective stage-behavioral stage Page Ref: 480
front 23 23) LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?	back 23 C) do-feel-learn Page Ref: 480
front 24 24) All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?	back 24 C) real estate Page Ref: 480

front 25 25) When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?	back 25 D) learn-do-feel Page Ref: 481
front 26 26) Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?	back 26 D) awareness Page Ref: 481
front 27 27) According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?	back 27 C) purchase Page Ref: 481
front 28 28) According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?	back 28 E) conviction Page Ref: 481

front 29 29) Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?	back 29 C) awareness-knowledge-liking-preference-conviction-purchase Page Ref: 481
front 30 30) Which is the first step to be performed by a marketer in developing effective marketing communications?	back 30 A) identifying a target audience Page Ref: 482
front 31 31) Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.	back 31 A) brand knowledge Page Ref: 482
front 32 32) Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?	back 32 E) establishing category need Page Ref: 482

front 33 33) When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?	back 33 D) establishing product category Page Ref: 482
front 34 34) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?	back 34 A) normal depletion Page Ref: 483
front 35 35) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a positively oriented relevant brand need?	back 35 B) social approval Page Ref: 483
front 36 36) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is emphasized by an advertisement for dish-washing gloves?	back 36 C) problem removal Page Ref: 483

front 37 37) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?	back 37 B) sensory gratification Page Ref: 483
front 38 Creative strategies refer to _______.	back 38 A) the way marketers translate their messages into a specific communication Page Ref: 484
front 39 A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.	back 39 B) informational Page Ref: 484
front 40 A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.	back 40 B) transformational Page Ref: 484

front 41 41) Which of the following ads depict a transformational appeal?	back 41 D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years Page Ref: 484
front 42 42) Which of the following ads depict an informational appeal?	back 42 A) Thompson Water Seal can withstand intense rain, snow, and heat Page Ref: 484
front 43 43) ________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.	back 43 B) Expertise Page Ref: 485
front 44 44) ________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.	back 44 D) Trustworthiness Page Ref: 485

front 45 45) Which of the following sources of a spokesperson's credibility describes his or her attractiveness?	back 45 C) likability Page Ref: 485
front 46 46) Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?	back 46 D) principle of congruity Page Ref: 486
front 47 Which of the following is an example of a personal communications channel?	back 47 C) interactive marketing Page Ref: 487
front 48 48) Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?	back 48 advocate channels Page Ref: 487

front 49 ) Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?	back 49 C) social channels Page Ref: 487
front 50 50) Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?	back 50 A) expert channel Page Ref: 487
front 51 Which of the following is a form of earned media for marketing communication messages?	back 51 social network discussions about products Page Ref: 487
front 52 Personal influence in marketing communications carries great weight when ________.	back 52 C) the product suggests something about the user's status or taste Page Ref: 487

front 53 Which of the following is a form of mass communications channel?	back 53 public relations Page Ref: 487
front 54 54) Which of the following statements is true of the two-step approach to mass communications?	back 54 D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. Page Ref: 488
front 55 55) Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?	back 55 D) calculated to reflect what the company can spare for marketing communications Page Ref: 489
front 56 Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Kelly and Trent use to arrive at the marketing communications budget?	back 56 percentage-of-sales method

front 57 Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?	back 57 The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications. Page Ref: 489
front 58 Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?	back 58 Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning. Page Ref: 489
front 59 Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Kelly and Trent use to arrive at the marketing communications budget?	back 59 affordable method Page Ref: 489
front 60 Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Kelly and Trent use to arrive at the marketing communications budget?	back 60 competitive-parity method Page Ref: 489

front 61 Marketing communications budgets tend to be higher when ________.	back 61 there are differentiated products and nonhomogeneous customer needs Page Ref: 490
front 62 Which of the following benefits is offered by sales promotion tools?	back 62 Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer. Page Ref: 491
front 63 Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?	back 63 Public relations can reach prospects who prefer to avoid mass media and targeted promotions. Page Ref: 491
front 64 Janet is a marketing manager with a Injoos, a company that manufactures packaged fruit juices. Knowing that there exist several other companies in the market that offer similar products, Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?	back 64 public relations Page Ref: 491

front 65 Which of the following marketing communications tools is most effective at the later stages of the buying process?	back 65 personal selling Page Ref: 492
front 66 Which of the following statements is true of the role of advertising in business markets?	back 66 Sales representatives can use copies of the company's ads to legitimize their company and products. Page Ref: 492
front 67 Which of the following circumstances are best suited for the use of personal selling?	back 67 when the market has fewer and larger sellers Page Ref: 492
front 68 Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?	back 68 personal selling Page Ref: 493

front 69 Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.	back 69 awareness-building Page Ref: 493
front 70 Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?	back 70 advertising and personal selling Page Ref: 493
front 71 Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?	back 71 events and experiences Page Ref: 493
front 72 Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?	back 72 advertising Page Ref: 493

front 73 Luke is considering the various options available to him to promote an energy-drink, Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?	back 73 sales promotions Page Ref: 493
front 74 Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?	back 74 sales promotion Page Ref: 493
front 75 ________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.	back 75 Reach Page Ref: 494
front 76 ________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.	back 76 Integrated marketing communications Page Ref: 495