Question 1

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

The answer of Creating word-of-mouth campaigns by cultivating opinion leaders...

Question 2

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

Accepted Answer

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

Question 3

Nonpersonal communication channels include major media,________,and events.

Accepted Answer

The answer of Nonpersonal communication channels include major media,________,and events....

Question 4

Which promotional tool is described as nonpublic,immediate,customized,and interactive?

Accepted Answer

Direct marketing is characterized by being nonpublic, immediate, customized, and interactive, as it directly targets individual consumers to generate a response or transaction.

Question 5

________ is the company's most expensive promotion tool.

Accepted Answer

The answer of ________ is the company's most expensive promotion...

Question 6

The two broad types of ________ channels are personal and nonpersonal.

Accepted Answer

The answer of The two broad types of ________ channels...

Question 7

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 answer of Though the ________ method of setting an...

Question 8

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

Accepted Answer

The answer of Perhaps the most logical budget-setting method is...

Question 9

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

Accepted Answer

The answer of ________ from marketing communications may suggest changes...

Question 10

"Buy it now" is the message of ________.

Accepted Answer

The answer of "Buy it now" is the message of...

Question 11

Toward the end of the fiscal year,the owner of a small company came back from lunch concerned because he had learned that a business targeted to the same customers as his was planning on spending $150 000 on promotion.As soon as he arrived at the office,he called his financial manager and said,"I want to budget $150 000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

Accepted Answer

The owner's decision to budget $150,000 for promotion, based on the amount a competitor is spending, aligns with the competitive-parity method. This method involves setting a budget to match competitors' spending to maintain parity in the market.

Question 12

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

The pull strategy in marketing is designed to "pull" consumers towards the product, primarily through advertising and consumer promotion efforts directed at the final consumers, encouraging them to seek out the product or brand.

Question 13

Which promotional tool is most effective in building up buyers' preferences,convictions,and,most importantly,actions?

Accepted Answer

Personal selling is most effective in building up buyers' preferences, convictions, and actions because it involves direct interaction between the seller and the buyer, allowing for personalized communication and the ability to address specific needs and concerns, leading to a higher likelihood of influencing buyer behavior.

Question 14

________ is very believable because news stories,features,sponsorships,and events seem more real and believable to readers than ads do.

Accepted Answer

The answer of ________ is very believable because news stories,features,sponsorships,and...

Question 15

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Accepted Answer

The answer of ________ consists of strong short-term incentives that...

Question 16

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement.The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products.This is an example of ________.

Accepted Answer

The answer of A manufacturer of a variety of technological...

Question 17

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

Accepted Answer

The competitive-parity method involves setting the advertising budget based on competitors' outlays, aiming to match or counteract competitors' advertising efforts.

Question 18

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

The answer of To ________,a marketer can ask target audience...

Question 19

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

Accepted Answer

The answer of In designing the message structure,marketers must decide...

Question 20

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 answer of Using the ________ method for setting an...

Quiz 14: Communicating Customer Value: Integrated Marketing Communications Strategy