99) Advertising involves a personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships.
100) Sales promotion involves building up a good corporate image, and handling or heading off
unfavorable rumors, stories, and events.
101) Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile
marketing.
102) As mass markets have fragmented, marketers have shifted away from mass marketing.
103) New communications technologies such as cell phones and the Internet give companies
new media for interacting with targeted consumers, but these new technologies also give
consumers more control over the advertising messages they receive.
104) Mass marketers can expect consumers to distinguish between commercial message sources
to maintain a clear image of a company and its brands.
105) The integrated marketing concept ties together all of the company’s messages and images.
106) Integrated marketing communications calls for recognizing all touchpoints where the
customer may encounter the company and its brands.
107) A marketing communications director has overall responsibility for the company’s
communications efforts.
108) The communications process should start with mass media advertising in order to reach a
large number of consumers.
109) The four major communication functions are encoding, decoding, response, and noise.
110) Encoding is the process by which the receiver assigns meaning to symbols.
111) Decoding is the process by which a sender puts his or her thoughts into a symbolic form.
112) Good marketing communications can speed the demise of a poor product.
113) Rational appeals are often used to urge people to support social causes, such as a cleaner
environment or helping the disadvantaged.
114) The “Stop. Think. Tylenol.” ad slogan is an example of a moral appeal.
115) All personal communication channels are controlled directly by the company.
116) 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.
117) Buzz marketing involves cultivating opinion leaders and getting them to spread information
about a product or service to others in their communities.
118) The affordable method of setting advertising budgets takes into consideration the effects of
promotion on sales.
119) The percentage-of-sales method wrongly views sales as the cause of promotion rather than
as the result.
120) The percentage-of-sales budget is based on the availability of funds rather than on
opportunities.
121) The affordable method involves setting promotion budgets to match competitors’ outlays.
122) Large-scale advertising conveys a positive message about the seller’s size, popularity, and
success.
123) If the pull strategy is effective, then consumers will demand the product from channel
members, who will in turn demand it from producers.
124) Using a push strategy, the producer directs its marketing activities (primarily advertising
and consumer promotion) toward final consumers to induce them to buy the product.
125) Integrating the promotion mix starts with suppliers.
126) A company’s marketing communications mix—also called its promotion mix—blends five
different components. List and define these components.
127) Why are profound changes in marketing communications creating both exciting and scary
times for marketing communicators?
128) Explain the concept of integrated marketing communications (IMC).
129) Why should a company be concerned about integrating communications from different
sources within the company?
130) How do integrated marketing communications (IMC) build brand identity?
131) What are the four major communication functions?
132) The background for the QuickRelief allergy medication ad appearing in the magazine
Better Homes and Gardens shows green grass and lovely flowers. The headline states
“QuickRelief is 54% more effective than the leading prescription.” At the bottom of the ad, in
small print, is an explanation of how the effectiveness of QuickRelief was determined. The ad
also shows a package of QuickRelief so consumers can easily recognize it at the store. Identify
the different components of the communication model for this advertisement.
133) Outline the steps in developing effective marketing communications.
134) Describe the six buyer-readiness stages along with the marketing strategies used at each
stage.
135) Why is the consumer’s field of experience important to a marketer?
136) In the communication process, what is noise and what is its significance?
137) Describe the three types of appeals marketers use.
138) What role does message format play in print advertisements?
139) Why do marketers value opinion leaders?
140) Explain how the message source affects consumers’ perceptions of the message.
141) Discuss the percentage of sales method used for setting the total budget for advertising.
142) Discuss the affordable method of setting the total budget for advertising.
143) What is personal selling? What are the advantages and disadvantages of a firm using
personal selling to promote a product or service?
144) Discuss the advantages and disadvantages of advertising.
145) Discuss sales promotion.
146) Describe the significance of public relations as a promotion tool.
147) Discuss direct marketing.
148) When is it advisable to predominantly use sales promotions in a promotion mix?
149) Marketers can choose from two basic promotion mix strategies—push promotion or pull
promotion. Compare these two strategies.
150) What is the FTC three-day cooling off rule? What purpose does the rule serve?