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

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Question 61

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Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

A) preference
B) conviction
C) knowledge
D) purchasing
E) liking

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Question 62

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The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

A) prioritize
B) integrate
C) utilize
D) design
E) spend on

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Question 63

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Which of the following statements is most likely true regarding the competitive-parity method?

Which of the following is the first step in developing an effective integrated communications and promotion program?

Integrated marketing communications calls for recognizing all communications channels where the customer may encounter the company and its brands.

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

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

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

A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.

What role does message format play in print advertisements?

________ refers to the process of putting thought into symbolic form.

A marketing communications director has overall responsibility for the company's communications efforts.

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

How do integrated marketing communications build brand identity?

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.

One of the message structure issues that a marketer must handle is whether to ________.

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________.

Describe the six buyer-readiness stages along with the marketing strategies used at each stage.