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Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

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Question 41

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Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing

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Question 42

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A good marketing message will try to move consumers through several steps of the buyer-readiness stages in a single message.

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Question 43

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Describe the three types of appeals that marketers use.

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

The communications process should start with mass media advertising in order to reach a large number of consumers.

Refer to the scenario below to answer the following question(s) . John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure." John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said. -In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.

A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

Companies often fail to integrate their various messages to consumers because ________.

To communicate effectively, a marketing communicator should most likely ________.

Of the various digital marketing categories, ________ is the fastest-growing category.

In which step of the communication process does the marketing communicator need to know the buyer-readiness stage of the target audience?

Which of the following statements is true regarding the old mass-media communications model?

As mass markets have fragmented, marketers have shifted away from mass marketing.

Among the buyer-readiness stages, the first stage is ________.

Which promotional tool is the most immediate, customized, and interactive?

Decoding is the process by which a sender puts his or her thoughts into a symbolic form.

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

The affordable method involves setting promotion budgets to match competitors' outlays.