66) Marketing communicators must be good at ________ messages that take into account how
the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
67) Marketing communicators must know what ________ and what ________.
A) products they wish to sell; audiences they want to target
B) distribution channel(s) they wish to use; timing they need
C) advertising media they will use; message they will send
D) audiences they wish to reach; responses they want
E) message they will send; feedback they expect
68) Which of the following is the first step in developing an effective integrated
communications and promotion program?
A) designing a message
B) identifying the target audience
C) determining the communication objectives
D) collecting feedback
E) choosing the media through which to send a message
69) While developing an effective integrated communication, once the target audience has been
defined, marketers must do all these steps EXCEPT ________.
A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) identify potential distractions
E) design a message
70) Based on the target audience, the communicator makes decisions regarding what will be
said, who will say it, when it will be said, where it will be said, and ________.
A) whether it will be said
B) how it will be said
C) what noise to anticipate
D) how much it will cost to prepare the message
E) how frequently it will be said
71) In which step of the communication process does the marketing communicator need to
know the buyer-readiness stage of the target audience?
A) designing the message
B) choosing the media through which to send the message
C) determining communication objectives
D) collecting feedback
E) selecting the message source
72) The six stages consumers normally pass through on their way to making a purchase are
known as the ________ stages.
A) personal-readiness
B) buyer-readiness
C) objective-readiness
D) market-readiness
E) supplier-readiness
73) Among the buyer-readiness stages, the first stage is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
74) Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-
readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
75) 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
76) Using the AIDA model, an effective marketing message should get attention, hold interest,
________, and obtain action.
A) create differences
B) enhance doubts
C) double interest levels
D) arouse desire
E) minimize dismay
77) Which of the following statements is true about personal communication channels?
A) A magazine advertisement exemplifies the use of a personal communication channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) ord-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.
78) A message showing a product’s quality, economy, value, or performance is an example of
a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
79) An appeal that attempts to stir up either negative or positive sentiments that can motivate
purchase is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
80) ________ involves cultivating opinion leaders and getting them to spread information about
a product or a service to others in their communities.
A) Sales promotion
B) Indirect marketing
C) Buzz marketing
D) Stealth marketing
E) Public relations
81) Which of the following appeals is based on the idea that consumers often feel before they
think?
A) emotional appeal
B) rational appeal
C) structural appeal
D) standardized appeal
E) integrated appeal
82) Moral appeals ________.
A) relate to the audience’s self-interest by showing that the product will produce the desired
benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience’s sense of what is “right” and “proper”
E) are based on the idea that practical benefits are more important for consumers than emotions
83) 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.
A) structural
B) awareness
C) rational
D) moral
E) standard
84) Display media includes ________.
A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards
85) One of the message structure issues that a marketer must handle is whether to ________.
A) present the strongest arguments first or last
B) make a moral appeal or not
C) use the pull strategy or push strategy
D) diversify vertically or horizontally
E) use mass marketing or niche marketing
86) A(n) ________ argument is most likely to be effective when the audience is highly
educated or likely to hear opposing claims.
A) one-sided
B) two-sided
C) moral
D) emotional
E) structured
87) Which of the following advertising slogans most likely represents a two-sided argument?
A) Breakfast of champions
B) Good to the last drop
C) A diamond is forever
D) The ultimate driving machine
E) The next big thing is already here
88) A marketer making decisions about the headline, copy, illustration, and colors for a print ad
is determining the message ________.
A) structure
B) content
C) medium
D) channel
E) format
89) 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) shared communication channel
B) earned communication channel
C) personal communication channel
D) nonverbal communication channel
E) owned communication channel
90) Communication through a telephone call is considered a part of a(n) ________
communication channel.
A) online
B) nonverbal
C) personal
D) nonpersonal
E) unidirectional
91) Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence
92) 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 ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing
93) Nonpersonal communication channels include major media, ________, and events.
A) sales calls
B) atmospheres
C) buzz marketing
D) word-of-mouth influence
E) phone calls
94) Many firms hire celebrities to appear in their advertisements. Which step of the
communication process is represented?
A) collecting feedback
B) designing a message
C) selecting the message source
D) determining the communication objectives
E) choosing the media
95) To ________, a marketer would most likely ask target audience members whether they
remember the message, how many times they saw it, and what points they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal
Refer to the scenario below to answer the following question(s).
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.
96) In a recent radio spot, John and Barb gave a quick explanation of Sparkle’s cleaning process
and a description of the value consumers receive for their money. This is an example of a(n)
________ appeal.
A) emotional
B) standard
C) rational
D) moral
E) social
97) John and Barb could have drawn attention to their services in several ways by using
effective integrated marketing communications. Which of the following is NOT a part of an
IMC strategy?
A) public relations
B) personal selling
C) direct marketing
D) strategic planning
E) sales promotion
98) The communications process should start with mass media advertising in order to reach a
large number of consumers.
99) The four major communication functions are encoding, decoding, response, and noise.
100) Encoding is the process by which the receiver assigns meaning to symbols.
101) Decoding is the process by which a sender puts his or her thoughts into a symbolic form.
102) A good marketing message will try to move consumers through several steps of the buyer-
readiness stages in a single message.
103) Good marketing communications can speed the demise of a poor product.
104) Rational appeals are often used to urge people to support social causes, such as a cleaner
environment or helping the disadvantaged.
105) The “Stop. Think. Tylenol.” ad slogan is an example of a moral appeal.
106) All personal communication channels are controlled directly by the company.
107) 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.
108) Buzz marketing involves cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities.
109) What are the four major communication functions?
110) Why is the consumer’s field of experience important to a marketer?
111) In the communication process, what is noise and what is its significance?
112) Describe the three types of appeals that marketers use.
113) What role does message format play in print advertisements?
114) Why do marketers value opinion leaders?
115) Explain how the message source affects consumers’ perceptions of the message.
116) 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.
117) Outline the steps in developing effective marketing communications.