01 May Question31.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits.
Question
31.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits.
1. communication
2. congruity
3. celebrity
4. insight
5. transformation
32.Personal communications channels derive their effectiveness through ________ presentation and feedback.
1. effective
2. group
3. canned
4. individualized
5. persuasion
________ channels consist of company salespeople contacting buyers in the target market.
Individualized
Personal
Expert
Advocate
Social
________ channels consists of neighbors, friends, family members, and associates talking to target buyers.
Social
Expert
Advocate
Professional
None of the above
Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product ________.
suggests something about the user’s ethnic background
suggests something about the user’s education
suggests something about the user’s family
suggests something about the user’s financial wealth
suggests something about the user’s status or taste
Nonpersonal channels are communications directed to more than one person and include media, sales promotions, events and experiences, and ________.
Internet access
coupons
direct exposure
guerilla tactics
public relations
Most of the recent growth of nonpersonal channels has taken place through ________.
display media
events and experiences
network media
public relations
sales promotions
Mass communications affect personal attitudes and behavior through a two-step process. Ideas often flow from radio, television, and print to opinion leaders, and from these to the less ________-involved population groups.
media
advertising
informed
involved
none of the above
The two-step flow of information challenges the notion that consumption styles ________ a “trickle-down” or “trickle-up” effect from mass media.
are secondarily influenced by
are affected by
start with
are primarily influenced by
originate with
The four common methods that companies use to decide on a promotion budget include the affordable method, the percentage-of-sales method, ________, and the objective-and-task method.
financial method
incremental growth method
zero-based budgeting method
competitive-parity method
last year’s budget method
Many companies set promotion expenditures at a specified percentage of current or anticipated sales, or of the sales price. This method of budgeting is called ________.
objective-and-task method
percentage-of-sales method
affordable method
competitive parity method
none of the above
Companies must allocate the marketing communications budget over the eight major modes of communication, including—advertising, sales promotion, public relations, events, sales force, interactive marketing, word-of-mouth, and ________.
incentives
couponing
integrated marketing communications
Internet marketing
direct marketing
Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is referred to as the ________ of promotions budgeting.
objective-task method
percentage-of-sales method
competitive-parity method
affordable method
comparable method
Marketing functions must be coordinated to ensure ________ among communications tools.
significant costs
power
importance
incremental costs
substitutability
Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and ________.
invitation
motion
sound and sight
pervasiveness
intrusion
Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________.
credibility
impersonality
exclusion
inclusion
incentive
47. The appeal of public relations and publicity is based on three distinctive qualities. These include ________, the ability to catch buyers off guard, and dramatization.
1. invitation
2. free
3. high credibility
4. exposure
5. low cost
Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities. These are personal interaction, response, and ________.
customization
dramatization
involvement
relevance
cultivation
________ is/are the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action.
Direct and interactive marketing
Events and experiences
Word-of-mouth marketing
Personal selling
Public relations
Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________.
product life cycle
marketing mix
advertising mix
buying process
none of the above
An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________.
customer contacts
relationship selling
direct sales contacts
increased stock position
account management
Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.
Direct marketing
Sales promotion
Advertising
Personal selling
“Buzz”
Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only ________ and expenses.
inputs
outputs
measures
ads
none of the above
In measuring the effectiveness of a firm’s communications investment, ultimately ________ measures capture the real payoff.
behavior-change
purchase
action
inaction
none of the above
Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.
integrated
coherent
complete
comprehensive
none of the above
56. A multiple media campaign deployed within a tightly defined time frame can increase message _________.
1. delivery and reach
2. awareness and content
3. reach and impact
4. impact and awareness
5. content and delivery
A one-time mailing offering a cookware item is an example of a ________.
single-vehicle, single-stage campaign
direct campaign
single-vehicle, multiple-stage campaign
multiple-vehicle, multiple-stage campaign
none of the above
Which of the following is NOT one of the advantages of having an integrated marketing communications program?
It forces management to think about how the company communicates.
It forces management to think about every way the customer comes in contact with the company.
It produces greater sales impact.
It increases consumer involvement.
It produces stronger message consistency.
Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options.
Coverage
Contribution
Commonality
Complementarity
Versatility
In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated?
Clutter
Coverage
Contribution
Commonality
Complementarily
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