Question 1

A(n)________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

Accepted Answer

A two-sided argument presents both sides of an issue and then argues in favor of one side. This approach is effective when the audience is highly educated or likely to hear opposing claims because it shows that the speaker has considered all perspectives and has chosen the best option. Additionally, when the communicator has a negative association to overcome, presenting both sides can demonstrate openness and a willingness to consider different points of view.

Question 2

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Accepted Answer

The affordable method involves allocating funds to advertising based on what the company believes it can afford after covering other expenses.

Question 3

In designing the message structure,marketers must decide whether to present the ________ arguments first or last in a message.

Accepted Answer

The strongest arguments should be presented last in a message as they leave a more lasting impact on the audience. This is known as the serial position effect. The audience is more likely to remember the last piece of information they hear or see. Therefore, from a persuasion standpoint, it is beneficial to save the strongest argument for the end.

Question 4

Companies use all of the following methods to set their advertising budget EXCEPT the ________.

Accepted Answer

All of the other methods listed (objective-and-task, competitive-parity, percentage-of-sales, and affordable method) are commonly used by companies to set their advertising budget. The integrated method is not a commonly used method for setting advertising budgets.

Question 5

Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

Accepted Answer

The objective-and-task method is the most logical budget-setting method because it is based on identifying specific promotion goals and then determining the necessary spending to accomplish them. This method requires a thorough understanding of the goals and objectives of the marketing campaign, as well as an estimation of the costs associated with each task. Therefore, the objective-and-task method ensures that marketing spending is aligned with the specific objectives of the campaign.

Question 6

Communication through the mail is categorized as a(n)________ communication channel.

Accepted Answer

The answer of Communication through the mail is categorized as...

Question 7

________ from marketing communications may suggest changes in the promotion program or in the product offer itself.

Accepted Answer

Feedback refers to the response received by the sender from the receiver. In marketing communications, feedback can come from customers, sales representatives, or other sources. Based on this feedback, marketers may suggest changes to the promotion program or the product to improve its effectiveness and meet customer needs.

Question 8

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use non-personal communications through print media and display media.This will include all of the following EXCEPT ________.

Accepted Answer

Internet word-of-mouth is a form of personal communication, not non-personal communications through print media and display media. The other options (newspapers, magazines, direct mail, and billboards) are all forms of non-personal communication through print media and display media.

Question 9

Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand.This type of message is called a(n)________ appeal.

Accepted Answer

Humor is an emotional appeal and is often used to create a positive association with a brand, making consumers feel good about the product and increasing their loyalty towards it.

Question 10

Moral appeals are directed to the audience's sense of what is "right" and ________.

Accepted Answer

Moral appeals are typically directed at the audience's sense of morality, which includes a belief in what is right and proper. This may involve appealing to the audience's sense of justice, fairness, or ethical standards. Therefore, option A (proper) is the best answer. Option B (affordable) and Option C (traditional) are not related to morality. Option D (positive) might be a consideration but is not necessarily tied to a sense of what is right. Option E (emotional) is not specific enough to describe a moral appeal.

Question 11

Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________.

Accepted Answer

Buzz marketing involves creating a word-of-mouth campaign by targeting opinion leaders and getting them to spread information about a product or service to others in their communities. It is also known as viral marketing and is a form of indirect marketing. Sales promotion involves offering incentives to customers to encourage them to buy a product or service, while public relations involves managing the public image and reputation of a company. Stealth marketing involves promoting a product or service to people without them realizing they are being marketed to, which can be considered unethical.

Question 12

Which method of setting an advertising budget is based on monitoring competitors' spending?

Accepted Answer

The competitive-parity method sets an advertising budget based on monitoring the amount spent by competitors in the same industry or market. This method aims to keep the advertising expenses at the same level as competitors, in order to stay competitive without overspending.

Question 13

The communicator must decide how to handle message structure issues.One issue is whether to ________ or not.

Accepted Answer

Drawing a conclusion is a key decision in message structuring, as it involves deciding whether to explicitly state the conclusion or leave it for the audience to infer.

Question 14

The two broad types of ________ channels are personal and non-personal.

Accepted Answer

The two broad types of communication channels are personal, which involve direct interaction, and non-personal, which do not involve direct interaction.

Question 15

Though a popular appeal,when used poorly ________ can detract from comprehension,quickly wear out its welcome,overshadow the product,or even irritate consumers.

Accepted Answer

While humor can be a powerful marketing tool, if used poorly, it can have negative effects on the audience. It can detract from comprehension if the humor is too distracting or not relevant to the message being delivered. Humor can also quickly wear out its welcome if it becomes repetitive or stale. If the humor overshadows the product being marketed, the audience may forget what is being advertised. And if the humor is not well-received, it can even irritate consumers.

Question 16

To ________,a marketer can ask target audience members whether they remember the message,how many times they saw it,and what points they remember.

Accepted Answer

Collecting feedback from the target audience would provide insights on the effectiveness of the marketing message. This feedback can help the marketer improve the message and tailor it to better meet the needs and preferences of the target audience.

Question 17

Which of the following represent(s)a two-sided message?

Accepted Answer

Both option A and B present a two-sided message by acknowledging a negative aspect of the product (Listerine tastes bad) or a potential concern (slow ketchup), but then presenting a positive aspect as well. Option C only presents a positive aspect of the product.

Question 18

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending,selling price,and profit per unit,it wrongly views sales as the cause of promotion rather than the result.

Accepted Answer

The method described in the sentence is the percentage-of-sales method, which is criticized for treating sales as a cause rather than a result of promotion. Other methods such as the objective-and-task method and the integrated method incorporate a more strategic approach and focus on the specific goals and tasks of the promotion, rather than just basing the budget on a percentage of sales. The competitive-parity method involves matching the promotion spending of competitors, while the regression method uses statistical analysis to identify the relationship between advertising spending and sales.

Question 19

Non-personal communication channels include major media,________,and events.

Accepted Answer

Non-personal communication channels refer to methods of communication that do not involve direct personal interaction. "Atmospheres" are environments designed to create a certain mood or experience, fitting the non-personal category.

Question 20

A marketer is making decisions about the headline,copy,illustration,and colors for a print ad.The marketer is making decisions about the ________.

Accepted Answer

The headline, copy, illustration, and colors are all elements of the message format in a print ad. The message structure refers to how the elements are organized within the ad, the message content refers to the actual message being communicated, the message medium refers to the type of media being used (such as print, radio, or television), and the message channel refers to the specific platform or outlet within that medium (such as a particular magazine or radio station).

Quiz 14: Communicating Customer Value: Integrated Marketing

A(n) ________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.