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Exam 17: Designing and Managing Integrated Marketing Communications

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Question 71

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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 ________.

A) suggests something about the user's ethnic background
B) suggests something about the user's education
C) suggests something about the user's family
D) suggests something about the user's financial wealth
E) suggests something about the user's status or taste

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Question 72

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In terms of source credibility,why would a medical doctor have greater source credibility as a spokesperson speaking about the effects of a new drug than a retired actor would? What are the three characteristics of source credibility?

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The factors that underlie source credibi...

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Question 73

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________ is/are the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.

The macromodel of the communications process includes nine elements.Diagram the nine elements in the communications process.

A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

In measuring the effectiveness of a firm's communications investment,ultimately ________ measures capture the real payoff.

Modern marketing calls for more than developing a good product,pricing it attractively,and making it accessible.Companies must also ________.

In assessing the collective impact of an IMC program,the overriding goal is to create the most effective and efficient communications program possible.Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated?

Blogs and chat rooms are examples of the ________ communication platform.

List the major ways that marketing communications activities contribute to brand equity.

In introducing a new liquid dog treat to the market,you have been asked to prepare a promotion budget using the objective-and-task method.What would be your first step in this process?

Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product,particularly if the consumer does not have an expressed category need.

________ is the specialized knowledge that the communicator possesses to back the advertising claim.

Sales promotions tools offer three distinctive benefits to marketers.Among these benefits are communication,invitation,and ________.

The eight steps in developing effective communications start with the basics: identifying the target audience,determining the objectives,designing the communications,________ ,and establishing the budget.

There are eight steps in developing effective communications.List these steps in their order of flow.

Creative strategies are how marketers translate their messages into a specific communication.Creative strategies can be broadly classified as involving either informational or ________ appeals.

In developing effective communications,the first step that you must take is to identify your target audience.It is often useful to define target audience in terms of ________ and loyalty.

Which of the following is NOT one of the advantages of having an integrated marketing communications program?

Communication tools vary in cost-effectiveness at different stages of buyer readiness.Discuss which communication tools are most cost-effective at the five stages of buyer readiness.