Chapter17 top10 questions_11-1215

TOP 10 Learning Questions for

Designing and Managing Integrated Marketing Communication

CHAPTER 17

KATHLEEN ANNE MAMARADLODecember 15, 2011

http://kathleenmamaradlo.blogspot.com

1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?

A. PriceB. PlaceC. PromotionD. Product

2http://kathleenmamaradlo.blogspot.com

Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers

1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?

A. PriceB. PlaceC. PromotionD. Product

2. The following are examples of the Marketing Communications mix except:

A. Events and experiencesB. Public relations and publicityC. Word of mouthD. SamplingE. Personal Selling

Marketing Communications Mix

Advertising Sales promotion Events and

experiences Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling

Marketing Communications Mix

Advertising Sales promotion Events and

experiences Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling

Sampling is a method used in market research wherein data isCollected from the target market to gain their insights regarding

your product.

2. The following are examples of the Marketing Communications mix except:

A. Events and experiencesB. Public relations and publicityC. Word of mouthD. SamplingE. Personal Selling

3. IMC’s ultimate goal is to build brand equity which is composed of the following except:

A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships

IMC builds brands

Brand Barriers refer to the obstacles encountered by a brand in entering the market

3. IMC’s ultimate goal is to build brand equity which is composed of the following except:

A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships

4. To ensure understanding between the sender and receiver, the best message ___________

A. is composed of words/representations that are understandable to both the sender and the receiver

B. is constructed in an impressive way to easily get the message across.

C. goes through a media with the widest coverage.

D. is one wherein the sender can automatically assume how the receiver will decode it

E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted.

Elements of the Communication Process

Considering the noise, and the fact that how one receiver decodes a message ismay be different from another, it can be said that the best message is composed

of words/representations that are understandable to both parties.

4. To ensure understanding between the sender and receiver, the best message ___________

A. is composed of words/representations that are understandable to both the sender and the receiver

B. is constructed in an impressive way to easily get the message across.

C. goes through a media with the widest coverage.

D. is one wherein the sender can automatically assume how the receiver will decode it

E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted.

5. Considering the communication process, what should the receiver first take note of in preparing his message?

A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience

It’s important to begin with a clear target audience as this will bethe basis of the content of the message, how it will be delivered

as well as when and where it should be said.

5. Considering the communication process, what should the receiver first take note of in preparing his message?

A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience

6. What transpires during the behaviour stage of the Hierarchy of Effects Model?

A. PurchaseB. PreferenceC. InterestD. EvaluationE. Knowledge

Response Hierarchy Models

6. What transpires during the behaviour stage of the Hierarchy of Effects Model?

A. PurchaseB. PreferenceC. InterestD. EvaluationE. Knowledge

7. Below are the different considerations in designing the Communications except:

A. Global adaptationB. Persuasion strategyC. Message sourceD. Creative strategyE. Message strategy

Designing the Communications

Message strategy Creative strategy Message source Global adaptation

Designing the Communications

Message strategy Creative strategy Message source Global adaptation

Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product.

7. Below are the different considerations in designing the Communications except:

A. Global adaptationB. Persuasion strategyC. Message sourceD. Creative strategyE. Message strategy

8. For a personal and credible approach, which of the marketing communications below should one use?

A. Direct MarketingB. Public Relations and PublicityC. Events and ExperiencesD. Word-of-mouthE. Advertising

Word-of-Mouth

Word-of-Mouth Marketing• Credible• Personal• Timely

Word-of-Mouth

Word-of-Mouth Marketing• Credible• Personal• Timely

Word-of-mouth is considered to be a very personal approach as compared to the other components of the marketing mix becauseit stresses how great personal influence can be.

8. For a personal and credible approach, which of the marketing communications below should one use?

A. Direct MarketingB. Public Relations and PublicityC. Events and ExperiencesD. Word-of-mouthE. Advertising

9. For a pervasive and impersonal approach, which of the marketing mix must be used?

A. Personal SellingB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling

Advertising

Advertising Pervasiveness Amplified expressiveness Impersonality

Advertising

Advertising Pervasiveness Amplified expressiveness Impersonality

Advertising is considered to be an impersonal approach as it can reach masses of geographically dispersed buyers at a low cost per

Exposure. Due to its public nature, it is more often viewed as more legitimate

10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used?

A. Sales PromotionB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling

Advertising

Sales Promotion

Communication Incentive Invitation

Sales Promotion

Communication Incentive Invitation

Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.

10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used?

A. Sales PromotionB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling

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