Kotler Chapter14

8/10/2019 Kotler Chapter14

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Chapter 14 Communicating Customer Value:

Integrated Marketing Communication Strategy

1) A company's total marketing communications mix consists of a special blend of advertising,sales promotion, public relations, personal selling, and direct-marketing tools that the company

uses to communicate customer value and build customer relationships. This is also called.A) direct marketing!) integrated marketing") the promotion mix#) competitive marketing$) target marketingAns%er& "#iff& 1 age (ef& *+AA"!& "ommunicationkill& "oncept

bective& 1-1

+) The use of short-term incentives to encourage the purchase or sale of a product or service iscalled .A) direct marketing!) sales promotions") personal selling#) public relations$) publicityAns%er& !#iff& + age (ef& *+

AA"!& "ommunicationkill& "onceptbective& 1-1

/) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by anidentified sponsor is called .A) sales promotion!) advertising") direct marketing#) personal selling$) public relationsAns%er& !#iff& 1 age (ef& *+AA"!& "ommunicationkill& "onceptbective& 1-1

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) 4hich of the five maor promotion tools includes building up a positive corporate image andhandling unfavorable stories and events5A) sales promotion!) personal selling") direct marketing

#) public relations$) advertisingAns%er& ##iff& + age (ef& *+AA"!& "ommunicationkill& "onceptbective& 1-1

6) 4hich of the follo%ing is 7T a maor category in a company's promotion mix5A) sales promotion!) strategic positioning

") direct marketing#) public relations$) advertisingAns%er& !#iff& + age (ef& *+AA"!& "ommunicationkill& "onceptbective& 1-1

0) 4hich maor promotion category makes use of catalogs, telephone marketing, kiosks, and the2nternet5A) sales promotion!) direct marketing") publicity#) public relations$) advertisingAns%er& !#iff& + age (ef& *+AA"!& "ommunicationkill& "onceptbective& 1-1

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8) 4hich maor promotion category makes use of displays, discounts, coupons, anddemonstrations5A) sales promotion!) direct marketing") publicity

#) public relations$) advertisingAns%er& A#iff& + age (ef& */AA"!& "ommunicationkill& "onceptbective& 1-1

9) The promotion mix is the company's primary communication activity: the marketing mix mustbe coordinated for the greatest communication impact. 4hat is 7T included in the entiremarketing mix5A) product!) competitor") price#) place$) promotionAns%er& !#iff& + age (ef& */kill& "onceptbective& 1-1

;)


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1*) Today's consumers do not need to rely on marketer-supplied information about products andservices because they can use to seek out a %ealth of information.A) public relations!) direct marketing") the 2nternet and other technologies

#) mass market media$) informative advertisingAns%er& "#iff& 1 age (ef& */AA"!& =se of 2Tkill& "onceptbective& 1-+

11) 4hich of the follo%ing is 7T a factor in the changes occurring in today's marketingcommunications5A)


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1/) 4hich of the follo%ing is 7T an example of a speciali>ed and highly-targeted media thatan advertiser might use to reach smaller customer segments5A) cable television channels!) e-mail") podcasts

#) net%ork television$) online social net%orksAns%er& ##iff& + age (ef& *AA"!& =se of 2Tkill& "onceptbective& 1-+

1) "ompanies are doing less and more as a result of an explosion of morefocused media that better match today's targeting strategies.A) marketing: media!) media: sales") narro%casting: broadcasting#) broadcasting: narro%casting$) advertising: %ord-of-mouthAns%er& ##iff& + age (ef& *AA"!& "ommunicationkill& "onceptbective& 1-+

16) 2n the ?chaos scenario? predicted by some advertising industry experts, the old mass-mediacommunications model %ill be abandoned in favor of .A) public relations!) direct marketing") push and pull strategies#) the possibilities of ne% digital technologies$) bu>> marketingAns%er& ##iff& + age (ef& *AA"!& =se of 2Tkill& "onceptbective& 1-+

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10) All of the follo%ing are reasons that marketers are losing confidence in television advertising$@"$T %hich one5A) T ad spending is rising at a slo%er rate than online ad spending.!) T and other mass media still capture the lion share of promotional budgets.") e is on the decline.Ans%er& !#iff& / age (ef& *AA"!& "ommunicationkill& "onceptbective& 1-+

18) "ompanies often fail to integrate their various communications to consumers because.A) historically, consumers have been able to distinguish bet%een message sources!) advertising departments are reluctant to %ork %ith public relations professionals") communications often come from different parts of the company#) personal selling and sales promotion are in direct conflict$) they have failed to understand the concept of brand contactAns%er& "#iff& + age (ef& *6AA"!& "ommunicationkill& "onceptbective& 1-+

19) All too often companies today have failed to their various communicationschannels, resulting in a hodgepodge of communications to consumers.A) promote!) rechannel") integrate#) open$) verifyAns%er& "#iff& 1 age (ef& *6AA"!& "ommunicationkill& "onceptbective& 1-+

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1;) "onsumers today receive commercial messages from a broad range of sources. 3o%ever,consumers the %ay marketers do.A) don't distinguish bet%een message sources!) are able to differentiate among messages sources") don't care about bu>> marketing

#) are not able to block out messages$) block them all outAns%er& A#iff& + age (ef& *6AA"!& "ommunicationkill& "onceptbective& 1-+

+*)


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++) 2ntegrated marketing communications reCuire a company's mass-market advertisements, 4ebsite, e-mail, and personal selling communications to all have .A) eCual portions of the advertising budget!) independent communications directors") separate marketing obectives

#) the same target audience$) the same message, look, and feelAns%er& $#iff& + age (ef& *0AA"!& "ommunicationkill& "onceptbective& 1-+

+/) To produce better communications consistency, a unified company image, and greater salesimpact, some companies employ aDn) .A) advertising agency!) marketing communications director") public relations specialist#) personal sales force$) media plannerAns%er& !#iff& + age (ef& *8AA"!& "ommunicationkill& "onceptbective& 1-+

+) 2ntegrated marketing communications produces better communications andgreater impact.A) consistency: sales!) sales: consistency") marketing: sales#) variety: production$) branding: CualityAns%er& A#iff& + age (ef& *8AA"!& "ommunicationkill& "onceptbective& 1-+

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+6) Today, marketers are moving to%ard vie%ing communications as managing the over time.A) advertising agency!) nonpersonal communication channels") %ord-of-mouth influence

#) customer relationship$) product life cycleAns%er& ##iff& + age (ef& *8AA"!& "ommunicationkill& "onceptbective& 1-/

+0) 2ntegrated marketing communications involves identifying the target audience and shaping a%ell-coordinated to elicit the desired audience response.A) pull strategy!) push strategy") promotional program#) opinion leader$) target marketAns%er& "#iff& + age (ef& *8AA"!& "ommunicationkill& "onceptbective& 1-/

+8) =sing integrated marketing communications, the communications process should start %ith.A) advertising strategy!) the competitive-parity method") public relations#) an audit of all the potential customer touch points$) publicityAns%er& ##iff& / age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

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+9) 4hich of the follo%ing is 7T one of the four maor communication functions5A) feedback!) encoding") noise#) response

$) decodingAns%er& "#iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

+;) The communication channel a company uses to move its advertising messages from senderto receiver is called the .A) message!) media

") encoder#) communicator$) feedback loopAns%er& !#iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

/*) The receiver assigns meaning to the symbols encoded by a company in its advertisementsthrough a process kno%n as .A) disencoding!) feedback") ackno%ledgement#) decoding$) responseAns%er& ##iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/



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/1) 2n the communication process, the reaction of the receiver after being exposed to a messageis called the .A) response!) ans%er") noise

#) feedback$) decodingAns%er& A#iff& 1 age (ef& *;AA"!& "ommunicationkill& "onceptbective& 1-/

/+) 4hen a customer lets a producer kno% something about its products or advertising, thecustomer is providing .A) decoding

!) noise") feedback#) encoding$) reverse marketingAns%er& "#iff& + age (ef& *;AA"!& "ommunicationkill& "onceptbective& 1-/

//) A consumer is reading a maga>ine %ith an advertisement, but is distracted from reading theadvertisement or its key points. This unplanned static or distortion during the communicationprocess is called .A) noise!) distraction") feedback#) response$) decodingAns%er& A#iff& + age (ef& *;AA"!& "ommunicationkill& "onceptbective& 1-/



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/) 2n the communication process, the more the sender's field of experience that ofthe receiver, the more the message is likely to be.A) varies from: distinguishable!) overlaps %ith: effective") connects %ith: ineffective

#) coincides %ith: creative$) departs from: directAns%er& !#iff& / age (ef& *;AA"!& "ommunicationkill& "onceptbective& 1-/

/6) To communicate effectively, a marketing communicator must the consumer's fieldof experience.A) compete %ith

!) share") understand#) create$) referenceAns%er& "#iff& + age (ef& *;AA"!& "ommunicationkill& "onceptbective& 1-/

/0)


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/8)


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1) All of the follo%ing are strategies a marketer %ould use to lead consumers into making thefinal step to%ard a purchase $@"$T %hich one5A) offer special promotional prices!) offer add-on features") offer premiums

#) use extensive ?teaser? advertising$) " or #Ans%er& ##iff& / age (ef& 1*AA"!& "ommunicationkill& "onceptbective& 1-/

+) A message sho%ing a product's Cuality, economy, value, or performance is called aDn) appeal.A) structural

!) rational") emotional#) moral$) standardAns%er& !#iff& + age (ef& 11AA"!& "ommunicationkill& "onceptbective& 1-/

/)


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) Though a popular appeal, %hen used poorly can detract from comprehension,Cuickly %ear out its %elcome, overshado% the product, or even irritate consumers.A) humor!) nonpersonal communication") direct marketing

#) integrated marketing$) noiseAns%er& A#iff& / age (ef& 11AA"!& "ommunicationkill& "onceptbective& 1-/

6)


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8) ADn) argument is only likely to be effective %hen the audience is highly educatedor likely to hear opposing claims, or %hen the communicator has a negative association toovercome.A) t%o-sided!) one-sided

") moral#) emotional$) scientificAns%er& A#iff& / age (ef& 1+AA"!& "ommunicationkill& "onceptbective& 1-/

9) 2n designing the message structure, marketers must decide %hether to present the arguments first or last in a message.

A) emotional!) structural") moral#) strongest$) scientificAns%er& ##iff& + age (ef& 11AA"!& "ommunicationkill& "onceptbective& 1-/

;) The t%o broad types of channels are personal and nonpersonal.A) marketing!) competitive") communication#) buyer$) sellerAns%er& "#iff& 1 age (ef& 1+AA"!& "ommunicationkill& "onceptbective& 1-/



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6*) "ommunication through the mail is categori>ed as aDn) communication channel.A) nonpersonal!) %ord-of-mouth") personal#) obective

$) inefficientAns%er& "#iff& + age (ef& 1+AA"!& "ommunicationkill& "onceptbective& 1-/

61) "reating %ord-of-mouth campaigns by cultivating opinion leaders and getting them to spreadinformation about a product or service to others in their communities is kno%n as .A) sales promotion!) indirect marketing") bu>> marketing#) stealth marketing$) public relationsAns%er& "#iff& 1 age (ef& 1/AA"!& "ommunicationkill& "onceptbective& 1-/

6+) 7onpersonal communication channels include maor media, , and events.A) sales calls!) bu>> marketing") atmospheres#) %ord of mouth$) e-mailAns%er& "#iff& + age (ef& 1/AA"!& "ommunicationkill& "onceptbective& 1-/

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6/) ast numbers of consumers are a%are of your product. 2t is no% your goal to enhancepreference for your product. Bou plan to use nonpersonal communications through print media.This %ill include all of the follo%ing $@"$T .A) ne%spapers!) maga>ines

") 2nternet ?chats?#) direct mail$) catalogsAns%er& "#iff& 1 age (ef& 1/AA"!& "ommunicationkill& "onceptbective& 1-/

6) To , a marketer can ask target audience members %hether they remember themessage, ho% many times they sa% it, and %hat points they remember.A) select a message source!) collect feedback") select a message channel#) plan a media purchase$) design a marketing appealAns%er& !#iff& + age (ef& 1AA"!& "ommunicationkill& "onceptbective& 1-/

66) from marketing communications may suggest changes in the promotion programor in the product offer itself.A) $ncoding!) #ecoding") Eeedback#) 7oise$) helterAns%er& "#iff& + age (ef& 1AA"!& "ommunicationkill& "onceptbective& 1-/

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60) "ompanies use all of the follo%ing methods to set their advertising budget $@"$T the.A) obective-and-task method!) integrated method") competitive-parity method

#) percentage-of-sales method$) affordable methodAns%er& !#iff& 1 age (ef& 16kill& "onceptbective& 1-

68) =sing the method for setting an advertising budget, the company starts %ith totalrevenues, deducts operating expenses and capital outlays, and then devotes some portion of theremaining funds to advertising.A) integrated

!) moving-average") competitive-parity#) percentage-of-sales$) affordableAns%er& $#iff& + age (ef& 16kill& "onceptbective& 1-

69) Though the method of setting an advertising budget is simple to use and helpsmanagement think about the relationships among promotion spending, selling price, and profitper unit, it %rongly vie%s sales as the cause of promotion rather than the result.A) percentage-of-sales!) affordable") competitive-parity#) obective-and-task$) regressionAns%er& A#iff& + age (ef& 16kill& "onceptbective& 1-



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6;) 4hich method of setting an advertising budget is based on analy>ing competitors' spending5A) percentage-of-sales method!) affordable method") competitive-parity method#) obective-and-task method

$) regression methodAns%er& "#iff& + age (ef& 10kill& "onceptbective& 1-

0*) erhaps the most logical budget-setting method is the method because it is basedon spending necessary to accomplishing specific promotion goals.A) percentage-of-sales!) affordable") competitive-parity

#) obective-and-task$) exponential smoothingAns%er& ##iff& + age (ef& 10kill& "onceptbective& 1-

01) Advertising has some shortcomings. 4hat is 7T one of them5A) 2t is impersonal.!) 2t can be very costly.") 2t slo%ly reaches many people.#) 2t carries on one-%ay communication %ith the audience.$) 2t does not make audience members feel the need to respond.Ans%er& "#iff& / age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

0+) is the company's most expensive promotion tool.A) Advertising!) ersonal selling")


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0/) 4hich promotional tool is most effective in building up buyers' preferences, convictions,and, most importantly, actions5A) mass-market advertising!) personal selling") segmented advertising

#) sales promotion$) public relationsAns%er& !#iff& + age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

0) ales promotion features a %ide assortment of tools. 4hich of the follo%ing is 7T one ofthese tools5A) contests

!) premiums") catalogs#) coupons$) cents-off dealsAns%er& "#iff& + age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

06) ?!uy it no%? is the message of .A) personal selling!) advertising") a nonpersonal communication channel#) sales promotion$) publicityAns%er& ##iff& + age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-



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00) consists of strong short-term incentives that invite and re%ard Cuick responsesfrom customers.A) A patronage re%ard!) A segmented promotion") Advertising

#) ales promotion$) ublicityAns%er& ##iff& 1 age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

08) is very believable because ne%s stories, features, sponsorships, and events seemmore real and believable to readers than ads do.A) The competitive-parity method

!) ublic relations") ersonal communication#) 7onpersonal communication$) ersonal sellingAns%er& !#iff& + age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

09) 4hich promotional tool is described as nonpublic, immediate, customi>ed, and interactive5A) segmented advertising!) sales promotion") direct marketing#) brand contacts$) public relationsAns%er& "#iff& + age (ef& 19AA"!& "ommunicationkill& "onceptbective& 1-



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0;) 4hich promotional mix strategy directs marketing efforts to%ard final consumers5A) pull!) blit>") push#) bu>>

$) pulseAns%er& A#iff& 1 age (ef& 19AA"!& "ommunicationkill& "onceptbective& 1-

8*) 4hich promotional mix strategy directs marketing efforts to%ard market channel members5A) pull!) blit>") push#) bu>>$) pulseAns%er& "#iff& 1 age (ef& 19AA"!& "ommunicationkill& "onceptbective& 1-

81) !usiness-to-consumer companies are more likely to emphasi>e a promotionstrategy, %hile business-to-business companies are more likely to emphasi>e a promotion strategy.A) pull: push!) push: pull") pulse: pull#) continuity: pulse$) pulse: continuityAns%er& A#iff& 1 age (ef& 19AA"!& "ommunicationkill& "onceptbective& 1-



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8+) 4hich of the follo%ing is F$AT important for integrating a firm's marketingcommunications5A) analy>e internal and external trends!) audit the pockets of communications spending throughout the organi>ation") identify all customer touch points for the company and its brands

#) study the competitor's communications and promotions$) create performance measures for all communications elementsAns%er& ##iff& / age (ef& +*-+1AA"!& "ommunicationkill& "onceptbective& 1-

8/) !ait-and-s%itch advertising .A) attracts buyers under false pretenses!) is unethical

") is illegal#) is deceptive$) all of the aboveAns%er& $#iff& 1 age (ef& +1AA"!& $thical (easoningkill& "onceptbective& 1-

8) 4hich of the follo%ing %ould be classified as bait-and-s%itch advertising5A) advertising a cheaper brand but only making a more expensive one available to customers!) raising a product's prices") attempting to charge less for a brand than for manufacturers' brands#) advertising service packages that cannot actually be provided$) favoring certain customers over others through trade promotionsAns%er& A#iff& + age (ef& +1AA"!& $thical (easoningkill& "onceptbective& 1-

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86) A company's salespeople should al%ays follo% the rules of .A) high-pressure selling!) societal marketing") competition#) fair competition

$) cooling-offAns%er& ##iff& + age (ef& ++AA"!& $thical (easoningkill& "onceptbective& 1-

80) A.B.


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89) 3arpo $nterprises maintains the prah 4infrey sho%, a 4eb site, and Omaga>ine. !ecause3arpo $nterprises practices integrated marketing communications, these different brand contactsall maintain in design and tone.A) variety!) contact

") consistency#) creativity$) convenienceAns%er& "#iff& 1 age (ef& *6AA"!& (eflective Thinkingkill& Applicationbective& 1-+

8;) #elia's is a clothing retailer that targets teenage girls. 2t runs coordinated promotions for itscatalogs, 4eb site, and retail outlets. 2t uses the same models in its catalog and in its print ads as

%ell as on its 4eb site. #elia's %orks to make sure its public relations activities as %ell as itssales promotions harmoni>e %ith its advertising in all venues. Erom this information, you caninfer that #elia's is using .A) bu>> marketing!) experiential marketing") integrated marketing communication#) %ord of mouth marketing$) database marketingAns%er& "#iff& 1 age (ef& *0AA"!& (eflective Thinkingkill& Applicationbective& 1-+

9*) 3's advertising agency assembles %ords and illustrations into an advertisement that %illconvey the company's intended brand message. 2n the communication process, 3 is .A) messaging!) encoding") sending#) decoding$) respondingAns%er& !#iff& 1 age (ef& *9

AA"!& "ommunicationkill& Applicationbective& 1-/



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91) The decision to use a cleaning genie to communicate the strength and po%er of


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9) An ad for ing makeup inLadies' Home Journalmaga>ine featuredactress ine featuredactress


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98) 4hen a car-maker %ants to introduce a ne% model, it is most likely to began %ith anextensive advertising campaign to create name familiarity and interest.A) sales promotion!) competitive") teaser

#) moral appeal$) t%o-sidedAns%er& "#iff& / age (ef& *;AA"!& "ommunicationkill& Applicationbective& 1-/

99) An example of aDn) appeal is the alvation Army appeal, ?4hile you %ere tryingto figure out %hat to get the man %ho has everything, don't forget the man %ho has nothing.?A) emotional

!) a%areness") rational#) moral$) standardAns%er& ##iff& + age (ef& 11AA"!& (eflective Thinkingkill& Applicationbective& 1-/

9;) 4hich of the follo%ing representDs) a t%o-sided message5A) Fisterine tastes bad t%ice a day.!) 3ein> Getchup is slo% good.") $tonic athletic shoes are built so you can last.#) A and !$) none of the aboveAns%er& ##iff& 1 age (ef& 1+AA"!& (eflective Thinkingkill& Applicationbective& 1-/



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;*) A manufacturer of a variety of technological devices asked its marketing department todevelop inexpensive methods of building and maintaining brand a%areness and excitement. Themarketing department then recruited consumers %ho %ere early adopters of technologicaldevices to spread the %ord about the company's ne% products. This is an example of .A) public service activities

!) nonpersonal marketing") bu>> marketing#) sales promotion$) direct marketingAns%er& "#iff& / age (ef& 1/AA"!& (eflective Thinkingkill& Applicationbective& 1-/

;1) To%ard the end of the fiscal year, the o%ner of a small company came back from lunch

concerned because he had learned that a business targeted to the same customers as his %asplanning on spending I16*,*** on promotion. As soon as he arrived at the office, he called hisfinancial manager and said, ?2 %ant to budget I16*,*** for next year's promotion.? 4hichmethod of promotional budgeting did the o%ner %ant to use5A) the obective-task method!) the percentage-of-sales method") the competitive-parity method#) the bottom-up method$) the pull-push methodAns%er& "#iff& + age (ef& 10AA"!& (eflective Thinkingkill& Applicationbective& 1-

;+) An e-mail from Ama>on.com offers free shipping on your next purchase of more than I/6.This is an example of .A) sales promotion!) personal selling") public relations#) an advertising obective$) a push strategyAns%er& A#iff& + age (ef& 18AA"!& (eflective Thinkingkill& Applicationbective& 1-



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;/)


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;0) An ad in a professional ournal targeted to an audience of dentists asked dentists torecommend "rest toothpaste to their patients. 2t offered toothpaste samples that dentists couldbuy at cost to give to their patients to encourage patients to take better care of their teeth. Themanufacturer of "rest toothpaste %as using .A) personal selling

!) direct marketing") a push strategy#) a pull strategy$) public relationsAns%er& "#iff& + age (ef& 19AA"!& (eflective Thinkingkill& Applicationbective& 1-

;8) Jlasis is a type of paint made specifically for use on cars. An ad inMotor Trendmaga>ine

advising consumers to reCuest their body shops use Jlasis paint is an example of ho% a companyuses .A) %ord of mouth influence!) public relations") bu>> marketing#) a push strategy$) a pull strategyAns%er& $#iff& + age (ef& 19AA"!& (eflective Thinkingkill& Applicationbective& 1-

;9) A maker of vitamin drinks %ants to compete %ith the leading brands in the category and hasdecided to use a heavy push strategy, putting most of the brand's marketing budget into trade andconsumer sales promotion. 4hich of the follo%ing is a potential disadvantage of this approach5A) A ne% marketing communications model is Cuickly replacing mass marketing.!)


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Refer to the scenario below to answer the following uestions!

Kohn


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1*1) A company's marketing communications mix is also called its promotion mix.Ans%er& T(=$#iff& 1 age (ef& *+AA"!& "ommunicationkill& "oncept

bective& 1-1

1*+) ales promotion makes use of press releases and special events.Ans%er& EAF$#iff& + age (ef& */AA"!& "ommunicationkill& "onceptbective& 1-1

1*/) Though mass marketing %as effective in past decades, large companies no longer routinelyinvest large chunks of their advertising budgets in mass-media outlets such as television andmaga>ines.Ans%er& EAF$#iff& + age (ef& */AA"!& "ommunicationkill& "onceptbective& 1-+

1*)


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1*8) ation.Ans%er& EAF$#iff& + age (ef& *0AA"!& "ommunicationkill& "onceptbective& 1-+

11*) A marketing communications director has overall responsibility for the company'scommunications efforts.Ans%er& T(=$#iff& + age (ef& *8AA"!& "ommunicationkill& "onceptbective& 1-+

111) The communications process should start %ith mass media advertising to reach manyconsumers.Ans%er& EAF$#iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

11+) The four maor communication functions are encoding, decoding, response, and noise.Ans%er& EAF$#iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

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11/) $ncoding is the process by %hich the receiver assigns meaning to symbols.Ans%er& EAF$#iff& + age (ef& *9AA"!& "ommunicationkill& "oncept

bective& 1-/

11) #ecoding is the process of putting thought into symbolic form.Ans%er& EAF$#iff& + age (ef& *9AA"!& "ommunicationkill& "onceptbective& 1-/

116) A%areness, kno%ledge, and preparation are buyer-readiness stages.Ans%er& EAF$#iff& + age (ef& *;kill& "onceptbective& 1-/

110) ?Teaser? advertising is most closely associated %ith the buyer-readiness stage of liking aproduct.Ans%er& EAF$#iff& / age (ef& *;kill& Applicationbective& 1-/

118) There are three types of appeal from %hich marketers may choose as they design theirmessage content. These types are rational, emotional, and moral appeals.Ans%er& T(=$#iff& + age (ef& 11AA"!& "ommunicationkill& "onceptbective& 1-/

119) The ?top. Think. Tylenol.? ad is an example of a moral appeal.Ans%er& EAF$#iff& + age (ef& 11AA"!& (eflective Thinking

kill& Applicationbective& 1-/



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11;) Advertisements for prescription drugs often feature potential benefits and negative sideeffects that consumers may experience %ith use of the medication. These ads present t%o-sidedarguments.Ans%er& T(=$#iff& 1 age (ef& 11


1+*) !u>> marketing involves cultivating opinion leaders and getting them to spread informationabout a product or service to others in their communities.Ans%er& T(=$#iff& 1 age (ef& 1/AA"!& "ommunicationkill& "onceptbective& 1-/

1+1) The percentage-of-sales method %rongly vie%s sales as the cause of promotion rather thanthe result.Ans%er& T(=$#iff& + age (ef& 16kill& "onceptbective& 1-

1++) The affordable method sets promotion budgets to match competitors' outlays.Ans%er& EAF$#iff& + age (ef& 16kill& "onceptbective& 1-

1+/) Farge-scale advertising conveys a positive message about the seller's si>e, popularity, andsuccess.Ans%er& T(=$#iff& + age (ef& 18AA"!& "ommunicationkill& "onceptbective& 1-

1+) 2f the pull strategy is effective, consumers %ill then demand the product from channel

members, %ho %ill in turn demand it from producers.Ans%er& T(=$#iff& + age (ef& 19kill& "onceptbective& 1-

8+"opyright +*1* earson $ducation, 2nc. ublishing as rentice 3all


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1+6) A recent trend to%ard more push than pull in the mixes of consumer-goods companies mayachieve short-run sales at the expense of brand eCuity.Ans%er& T(=$#iff& / age (ef& 19AA"!& Analytic kills

kill& Applicationbective& 1-

1+0) A company's marketing communications mixalso called its promotion mixblends five

different parts. 7ame and define these parts.Ans%er& Advertising is any paid-for or nonpersonal presentation and promotion of ideas, goods,or services by an identified sponsor. ales promotion includes short-term incentives to encouragethe purchase or sale of a product or service. ublic relations includes building good relations%ith the company's various publics by obtaining favorable publicity, building up a goodcorporate image, and handling or heading off unfavorable rumors, stories, or events. ersonalselling includes a personal presentation by the firm's sales force for the purpose of making sales

and building customer relationships. #irect marketing includes direct connections %ith carefullytargeted individual consumers to obtain an immediate response and cultivate lasting customerrelationshipsthe uses of telephone, mail, the 2nternet, and other tools to communicate directly%ith specific customers.#iff& + age (ef& *+AA"!& "ommunicationkill& "onceptbective& 1-1

1+8) 4hy are profound changes in marketing communications creating both exciting and scarytimes for marketing communicators5Ans%er& 2n the past, marketers relied heavily on mass marketing. Today, ho%ever, mass marketshave fragmented, consumers are better informed and s%eeping changes in technology havechanged ho% companies and consumers communicate %ith each other. These three factors haveled to a ne% marketing communications model that is speciali>ed to reach smaller customersegments %ith messages that are more personali>ed.


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1+9) $xplain the concept of integrated marketing communications D2ing all contact points %here the customer may encounter thecompany and its brands.. A company %ants to deliver a consistent and positive message %itheach contact. 2


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1/1) utline the steps in developing effective marketing communications.Ans%er& 2n preparing marketing communications, the marketer's first task is to identify thetarget audience and its characteristics. 7ext, the market has to determine the communicationobectives and define the response sought, %hether it is a%areness, kno%ledge, liking,preference, conviction, or purchase. Then a message should be constructed %ith an effective

content and structure.


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1/)


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1/9) 4hy do some marketers predict a marketing ?chaos scenario?5Ans%er& ome experts believe that the traditional mass-media communications %ill cease toexist and %ill be entirely replaced by ne% digital technologies that permit more targeted andpersonali>ed marketing.#iff& + age (ef& *

AA"!& Analytic killskill& Applicationbective& 1-+

1/;) 4hy should a company be concerned about integrating communications from differentsources %ithin the company5Ans%er& "ustomers %on't separate conflicting or varying messages from different sources%ithin a company, so failing to integrate communications could lead to blurred consumer brandperceptions.#iff& + age (ef& *6AA"!& Analytic kills

kill& Applicationbective& 1-+

1*) 3o% do integrated marketing communications D2


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1/) #escribe the three types of appeals marketers use.Ans%er& (ational appeals relate to the consumer's self-interest: emotional appeals attempt to stirup either positive or negative emotions: moral appeals are directed to the consumer's sense of%hat is ?right? and ?proper.?#iff& / age (ef& 11


1) 4hat role does message format play in print advertisements5Ans%er& 2n a print ad, for example, the headline, copy, illustrations, and color are critical. Toattract attention, the advertiser may use novelty, contrasts, or eye-catching headlines.#iff& 1 age (ef& 1+AA"!& "ommunicationkill& Applicationbective& 1-/

16) 4hy do marketers value opinion leaders5Ans%er& pinion leaders are people %hose opinions are sought by others.


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19) 4hen is it advisable to predominantly use personal selling in a promotion mix5Ans%er& ersonal selling %orks %ell %hen the marketer's goal is to build up buyers' preferences,convictions, and actions. ersonal selling allo%s marketers to build personal relationships %iththe prospective buyers and allo%s marketers to provide demonstrations directly to an intendedaudience.

Kotler Chapter14

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Transcript of Kotler Chapter14