Marketing quốc tế 17 integrated marketing communications

Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?26 Which of the following steps in the innovation-adoption model of marketing

Marketing Management, 14e (Kotler/Keller)

Chapter 17 Designing and Managing Integrated Marketing Communications

1) refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell

A) Human resource development

4) Which of the following is an example of a trade promotion?

7) Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

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

12) Which of the following is an example of an advertising platform?

A) posters and leaflets

13) Which of the following is an example of an events and experiences platform?

A) fairs and trade shows

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

18) The starting point in planning marketing communications is a that profiles all interactions customers in the target market may have with the company and all its products and services.

21) Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?

22) Which of the following is the correct order of stages that a buyer is assumed to pass through,

by the four classic response hierarchy models?

A) cognitive stage-affective stage-behavioral stage

B) affective stage-cognitive stage-behavioral stage

C) behavioral stage-affective stage-cognitive stage

D) cognitive stage-behavioral stage-affective stage

E) affective stage-behavioral stage-cognitive stage

24) All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?

26) Which of the following steps in the innovation-adoption model of marketing

communications corresponds to the cognitive stage that a buyer passes through?

27) According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?

A) identifying a target audience

B) determining the objectives

C) establishing the budget

D) deciding on the media mix

E) selecting the communication channels

Answer: A

Page Ref: 482

Objective: 3

Difficulty: Easy

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

A) enhancing brand awareness

B) developing brand attitude

C) increasing brand purchase intention

D) encouraging repeat purchases

E) establishing category need

A) developing brand awareness

B) building customer traffic

C) enhancing purchase actions

D) establishing product category

E) enhancing firm image

34) One of the possible objectives of marketing communications is helping consumers evaluate abrand's perceived ability to meet a currently relevant need Which of the following is a

negatively oriented relevant brand need?

37) One of the possible objectives of marketing communications is helping consumers evaluate abrand's perceived ability to meet a currently relevant need Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

38) Creative strategies refer to _

A) the way marketers translate their messages into a specific communication

B) the amount of creative content in a communications message

C) the degree of innovation involved in the marketing of a product

D) the novelty of a marketing communication

E) the type of medium used to deliver a marketing communication

40) A(n) appeal is a creative strategy that elaborates on a nonproduct-related benefit orimage.

41) Which of the following ads depict a transformational appeal?

A) Thompson Water Seal can withstand intense rain, snow, and heat

B) DIRECTV offers better HD options than cable or other satellite operators

C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's

D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years

E) Excedrin stops the toughest headache pain

42) Which of the following ads depict an informational appeal?

A) Thompson Water Seal can withstand intense rain, snow, and heat

B) The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales

C) VW advertised to active, youthful people with its famed "Drivers Wanted" campaign

D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years

E) KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good"

43) is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.

46) Which of the following marketing communications principles 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?

50) Top Gear is an award-winning British television series about motor vehicles, mainly cars It

is presented by a set of hosts who test drive new cars and provide reviews on the cars'

performance, their prices, and other factors Which of the following personal communications

channels is Top Gear closest to in description?

B) celebrities endorsing products

C) social network discussions about products

D) company salespeople contacting target buyers

E) sponsored advertisements promoting products

B) the purchase of the product is considered to be safe and risk-free

C) the product suggests something about the user's status or taste

D) the product being marketed is purchased on a frequent basis

E) the product or service in questions is used without being recommended by others

54) Which of the following statements is true of the two-step approach to mass communications?A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.

B) Communications through mass media bypasses opinion leaders and reaches the individual buyers

C) The two-step flow supports the notion that consumption styles are primarily influenced by a

"trickle-down" or "trickle-up" effect from mass media

D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups

E) Two-step communication suggests that mass communicators should direct messages to groups

of buyers who interpret the message and act accordingly

Answer: D

Page Ref: 488

Objective: 3

Difficulty: Moderate

55) Which of the following is a characteristic of the affordable method of establishing a

marketing communications budget?

A) fixed annual budget

B) suitable for long-range planning

C) priority given to role of promotion as an investment

D) calculated to reflect what the company can spare for marketing communications

E) based on the immediate impact of promotion on sales volume

57) Which of the following is an advantage of using the percentage-of-sales method to determinethe marketing communications budget?

A) The percentage-of-sales method encourages stability when competing firms spend

approximately the same portion of their sales on communications

B) The percentage-of-sales method views sales as the determiner of communications rather than

as the result

C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds

D) The percentage-of-sales method encourages experimentation with countercyclical

communication or aggressive spending

E) The percentage-of-sales method encourages building the communication budget by

determining what each product and territory deserves

59) Kelly 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 pore over the sales reports and other financial records and determine the amount of resources they canspare for marketing communications, after resources have been allocated to other functions, such

as R&D, logistics, etc What method did Kelly and Trent use to arrive at the marketing

61) Marketing communications budgets tend to be higher when

A) there is high channel support

B) there exists hardly any change in the marketing program over time

C) there are infrequent product purchases in large quantities

D) there are differentiated products and nonhomogeneous customer needs

E) there are many easily-reachable customer spread over small geographic territories

Answer: D

Page Ref: 490

Objective: 3

Difficulty: Moderate

62) 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

B) personal selling

C) sales promotions

D) direct marketing

65) Which of the following marketing communications tools is most effective at the later stages

of the buying process?

B) Sales calls are more economical than reminder advertisements

C) Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase

D) Sales representatives can use copies of the company's ads to legitimize their company and products

E) Advertisements are the least preferred tools when intended to generate leads for sales

67) Which of the following circumstances are best suited for the use of personal selling?

A) when the products used are simple and easy-to-use

B) when there is minimal risk involved in buying or using the products

C) when the market has fewer and larger sellers

D) when the products being marketed are inexpensive and easily available

E) when prospective customers are spread across a wide geographic area

Answer: C

Page Ref: 492

Objective: 4

Difficulty: Moderate

68) Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

69) Advertising and publicity tools play the most important roles in influencing buying decisions

at the stage of buyer readiness

70) Which of the following tools or combinations of tools is most influential at the

comprehension stage of buyer readiness?

A) sales promotion and advertising

B) advertising and personal selling

C) publicity and personal selling

D) reminder advertising and publicity

E) sales promotion and personal selling

72) Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?

73) Luke is considering the various options available to him to promote an energy-drink,

Turbozade, that is seeing decreasing sales volumes after having peaked some time back Which

of the following marketing communications tools should Luke focus marketing efforts on to keepthe sales volume up?

75) is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

76) refers to a planning process designed to assure that all brand contacts received by

a customer or prospect for a product, service, or organization are relevant to that person and consistent over time

78) The rapid diffusion of multipurpose smart phones, broadband and wireless Internet

connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness

of the mass media

Answer: FALSE

Page Ref: 476

Objective: 1

Difficulty: Moderate

79) The pervasive nature of advanced communications technologies, such as the Internet, has resulted in greater exposure of customers to advertising content than it was in the 1960s.

83) In building brand equity, marketers should be "media neutral" and evaluate all

communication options on effectiveness and efficiency

85) All the response hierarchy models assume that a buyer passes through affective, cognitive, and behavioral stages, in that order.

92) Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active, youthful people uses a transformational appeal as its creative strategy.

98) Motivational or "borrowed interest" devices—such as the presence of cute babies, frisky puppies, popular music, or provocative sex appeals—are often employed to attract attention and raise involvement with an ad.

Answer: TRUE

Page Ref: 486

Objective: 3

Difficulty: Moderate

103) Personal communications channels derive their effectiveness from individualized

presentation and feedback and include direct and interactive marketing, word-of-mouth

104) Personal influence carries especially great weight when products are inexpensive, risk-free,

106) The two-step flow supports the notion that consumption styles are primarily influenced by a

"trickle-down" or "trickle-up" effect from mass media

Answer: FALSE

Page Ref: 488

Objective: 3

Difficulty: Moderate

107) Two-step communication suggests that mass communicators should direct messages

specifically to opinion leaders and let them carry the message to others

Answer: TRUE

Page Ref: 488

Objective: 3

Difficulty: Easy

108) The affordable method accounts for the role of promotion as an investment and the

immediate impact of promotion on sales volume

Answer: FALSE

Page Ref: 489

Objective: 3

Difficulty: Moderate

109) The percentage-of-sales budgeting method encourages management to think of the

relationship among communication cost, selling price, and profit per unit

Answer: TRUE

Page Ref: 489

Objective: 3

Difficulty: Easy

110) The percentage-of-sales method leads to a budget set by market opportunities rather than bythe availability of funds.

117) Media coordination can occur across and within media types, but marketers should combinepersonal and nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

119) Briefly describe the current marketing communications environment

Answer: Technology and other factors have profoundly changed the way consumers process communications, and even whether they choose to process them at all The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digitalvideo recorders (DVRs) have eroded the effectiveness of the mass media In 1960, a company could reach 80 percent of U.S women with one 30-second commercial aired simultaneously on three TV networks: ABC, CBS, and NBC Today, the same ad would have to run on 100 channels

or more to achieve this marketing feat Consumers not only have more choices of media, they can also decide whether and how they want to receive commercial content

Page Ref: 476

Objective: 1

Difficulty: Moderate