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Exam 19: Designing and Managing Integrated Marketing Communications

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Question 71

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What are the major characteristics of sales promotions as an element of the marketing communications mix?

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Companies use sales promotion tools - co...

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Question 72

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Which of the following benefits is offered by sales promotion tools?

A) Sales promotion tools are more authentic and credible to buyers than others such as advertising, public relations, and personal selling.
B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions.
C) Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received by customers.
D) Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.

F) A) and B)
G) B) and D)

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Question 73

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Marco is working on promoting his company's Glazer brand of electronic razors. Market research suggests that the target audience possesses an intent to use Glazers, but is dithering over actually making the purchase. How can he modify the communications program to get customers to purchase Glazer razors?

Problem removal and normal depletion are examples of positively oriented relevant brand needs.

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.

The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

What is the role of advertising as a communications tool in marketing for business markets?

________ refers to the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands they sell.

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?

Advertising and publicity play the most important roles in the conviction stage of buyer readiness.

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

Which of the following is an example of a public relations and publicity communication platform?

Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.

Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.