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Exam 14: Communicating Customer Value: Integrated Marketing Communications Strategy

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Question 31

Multiple Choice

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In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

A) encoding
B) decoding
C) the product
D) the message
E) the medium

F) A) and E)
G) None of the above

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Question 32

Multiple Choice

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Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet chat?

A) unidirectional communication channel
B) offline communication channel
C) personal communication channel
D) nonverbal communication channel
E) bidirectional communication channel

F) A) and E)
G) C) and E)

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Question 33

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Which of the following methods is used by companies to set their advertising budgets based on the industry average?

________ consists of strong short-term incentives that invite and reward quick responses from customers.

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

Outline the steps in developing effective marketing communications.

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments.

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

Which of the following statements is true about personal communication channels?

Why do marketers value opinion leaders?

Which of the following appeals is based on the idea that consumers often feel before they think?

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

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this communications mix?

Encoding is the process by which the receiver assigns meaning to symbols.

An appeal which attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

Explain the concept of integrated marketing communications (IMC).

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

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.

Refer to the scenario below to answer the following questions. 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. -When starting their business, John and Barb would most likely have benefitted from understanding ________.