Question 1. Communication option are often more effective when used i

1. 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.

a. Coverage

b. Contribution

c. Commonality

d. Complementarity

e. Versatility

2. 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?

a. Clutter

b. Coverage

c. Contribution

d. Commonality

e. Complementarily

True/False

3. Marketing communications perform many functions for consumers such as telling or showing how and why a product is used, by what kind of person, and where and when.

4. The rapid diffusion of powerful broadband Internet connections, digital video recorders, multipurpose cell phones, and portable music and video players has bolstered the effectiveness of the mass media.

5. Every brand contact delivers an impression that can strengthen or weaken a customer’s view of the company.

6. The starting point in planning marketing communications is an audit of all the brands that customers in the target market have with the company.

7. Because brand awareness and brand recall operate along the same brand recognition continuum, anything that causes the consumer to notice and pay attention to the brand will enhance brand recall.

8. In the macromodel of communication, noise does not affect the communication process between sender and receiver.

9. Micromodels of marketing communications concentrate on consumers’ specific responses to communications.

10. The “learn-do-feel” model of consumer response models is relevant when the audience has low involvement and perceives little differentiation within the product category.

11. All consumers that develop a preference for a given product also display a conviction about buying it.

12. Though we can profile the target audience in terms of any number of market segments, it’s often useful to do so in terms of usage and loyalty.

13. Brand recall is easier to achieve than brand recognition.

14. Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product, particularly if the consumer does not have an expressed category need.

15. Communication objectives can be set at any level of the hierarchy-of-effect model.

16. An informational appeal elaborates on product or service attributes or benefits.

17. Attention-getting tactics are often too effective and distract from brand or product claims.

18. Two-sided messages are more effective when negative associations must be overcome.

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.