Question 31.If a person has a positive attitude toward a source and a mess

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

1. ________ channels consist of company salespeople contacting buyers in the target market.
   1. Individualized
   2. Personal
   3. Expert
   4. Advocate
   5. Social

1. ________ channels consists of neighbors, friends, family members, and associates talking to target buyers.
   1. Social
   2. Expert
   3. Advocate
   4. Professional
   5. None of the above

1. 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 ________.
   1. suggests something about the user’s ethnic background
   2. suggests something about the user’s education
   3. suggests something about the user’s family
   4. suggests something about the user’s financial wealth
   5. suggests something about the user’s status or taste

1. Nonpersonal channels are communications directed to more than one person and include media, sales promotions, events and experiences, and ________.
   1. Internet access
   2. coupons
   3. direct exposure
   4. guerilla tactics
   5. public relations

1. Most of the recent growth of nonpersonal channels has taken place through ________.
   1. display media
   2. events and experiences
   3. network media
   4. public relations
   5. sales promotions

1. 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.
   1. media
   2. advertising
   3. informed
   4. involved
   5. none of the above

1. The two-step flow of information challenges the notion that consumption styles ________ a “trickle-down” or “trickle-up” effect from mass media.
   1. are secondarily influenced by
   2. are affected by
   3. start with
   4. are primarily influenced by
   5. originate with

1. 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.
   1. financial method
   2. incremental growth method
   3. zero-based budgeting method
   4. competitive-parity method
   5. last year’s budget method

1. 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 ________.
   1. objective-and-task method
   2. percentage-of-sales method
   3. affordable method
   4. competitive parity method
   5. none of the above

1. 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 ________.
   1. incentives
   2. couponing
   3. integrated marketing communications
   4. Internet marketing
   5. direct marketing

1. Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is referred to as the ________ of promotions budgeting.
   1. objective-task method
   2. percentage-of-sales method
   3. competitive-parity method
   4. affordable method
   5. comparable method

1. Marketing functions must be coordinated to ensure ________ among communications tools.
   1. significant costs
   2. power
   3. importance
   4. incremental costs
   5. substitutability

1. Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and ________.
   1. invitation
   2. motion
   3. sound and sight
   4. pervasiveness
   5. intrusion

1. Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________.
   1. credibility
   2. impersonality
   3. exclusion
   4. inclusion
   5. incentive

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