109) Marketers can set communications objectives at any level of the hierarchy-of-effects model.
110) The marketing communications objective of “brand attitude” refers to helping consumers
evaluate the brand’s perceived ability to meet a currently relevant need.
111) Problem removal and normal depletion are examples of positively oriented relevant brand
needs.
112) Communications effectiveness depends solely on the content of a message, irrespective of
how it is expressed.
113) Volkswagen’s famed “Drivers Wanted” advertising campaign aimed at attracting active,
youthful people uses a transformational appeal as its creative strategy.
114) One-sided presentations that praise a product are found to be more effective than two-sided
arguments that also mention shortcomings.
115) Two-sided messages are more effective with more educated audiences and those who are
initially opposed.
116) In a one-sided message, presenting the strongest argument first arouses attention and
interest, important in media where the audience often does not attend to the whole message.
117) Fear appeals work best when they are rather strong and reinforce what the audience already
believes.
118) If messages are too conflicting, audiences will counterargue and disbelieve them.
119) Motivational or “borrowed interest” devices — such as the presence of cute babies, frisky
puppies, popular music, or provocative sex appeals — are often employed to attract attention and
raise involvement with an ad.
120) Celebrities are likely to be effective when they are credible or personify a key product
attribute.
121) Trustworthiness is that source of a spokesperson’s credibility that describes his or her
attractiveness.
122) The most highly credible source would score high on at least two of the three dimensions
— expertise, trustworthiness, and likability.
123) The principle of congruity implies that communicators can use their good image to reduce
some negative feelings toward a brand but in the process might lose some esteem with the
audience.
124) The beginning communications objective associated with a new-to-the world product —
like an electric car — is always establishing category need.
125) Personal communications channels derive their effectiveness from individualized
presentation and feedback and include direct and interactive marketing, word-of-mouth
marketing, and personal selling.
126) Personal influence carries especially great weight when products are inexpensive, risk-free,
or purchased frequently.
127) Although personal communication is often more effective than mass communication, mass
media might be the major means of stimulating personal communication.
128) The two-step flow supports the notion that consumption styles are primarily influenced by a
“trickle-down” or “trickle-up” effect from mass media.
129) Two-step communication suggests that mass communicators should direct messages
specifically to opinion leaders and let them carry the message to others.
130) The percentage-of-sales method leads to a budget set by market opportunities rather than by
the availability of funds.
131) Marketing communications budgets tend to be higher when there is much change in the
marketing program over time and more complex customer decision making.
132) Marco is working on promoting his company’s Glazer brand of electronic razors.
Preliminary surveys have revealed that even though a sizable portion of the target market has
developed a liking for the product due to innovative advertising, few customers would actually
consider replacing their current razors with Glazers. How can Marco modify the communications
program to get customers to favor Glazers over other brands?
133) Marco is working on promoting his company’s Glazer brand of electronic razors. Market
research suggests that the target audience possesses an intent to use Glazers, but is dithering over
actually making the purchase. How can he modify the communications program to get customers
to purchase Glazer razors?
134) What are the steps involved in developing effective marketing communications?
135) When asked about their preferred brand of instant noodles outside a supermarket setting,
customers could not remember Nissin’s name, but relied on the distinct packaging to help them
spot the noodles while shopping. Describe how this problem can be addressed through the
objective of Nissin’s marketing communications.
136) Briefly describe “brand awareness” as an objective of marketing communications.
137) Compare and contrast the use of negative and positive appeals in advertising messages.
138) An ad agency has landed an account for Savola, a brand of healthy cooking oil. Describe
how the ad can effectively incorporate negative appeals in its messages.
139) Name a few products for which personal influence plays a significant role in marketing
communications.
140) Identify three different types of personal communication channels.
141) When does personal influence carry the most weight?
142) Marco is working on promoting his company’s Glazer brand of electronic razors. The
company estimates 50 million potential users and sets a target of attracting 8 percent of the
market. He hopes to reach 80 percent of the potential customers with an advertising message. He
would be pleased if 25 percent of the prospects that were aware, tried the Glazer. According to
further estimates, 40 percent of all triers will become loyal users. If the cost of exposing 1
percent of the target population to one impression is $4500 on an average, determine the
necessary advertising budget, according to the objective-and-task method.
143) As Ben manages communications for his company’s watch brand, which has reached the
decline stage in the product life cycle, which of the following marketing communications mix
tools is he most likely to continue?
A) interactive marketing
B) advertising
C) personal selling
D) direct marketing
E) sales promotion
144) Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to
use a “soft sell” approach for her new makeup line. The communications mix mode that has these
characteristics is ________.
A) sales promotions
B) events and experiences
C) advertising
D) direct and interactive marketing
E) personal selling
145) Which of the following is NOT one of the four important contributions an effectively
trained company sales force can make to consumer marketing?
A) remind end-consumers about the product
B) increase stock position
C) build enthusiasm
D) conduct missionary selling
E) manage key accounts
146) The most effective communications mix tool at later stages of the buying process is
________ because it is particularly effective at building buyer preference, conviction, and action.
A) sales promotions
B) personal selling
C) advertising
D) direct and interactive marketing
E) events
147) ________ refers to a planning process designed to assure that all brand contacts received by
a customer or prospect for a product, service, or organization are relevant to that person and
consistent over time.
A) Brand engagement
B) Integrated marketing communications
C) Market research
D) Customerization
E) Marketing research
148) Media coordination can occur across and within media types, but marketers should combine
personal and nonpersonal communications channels through multiple-vehicle, multiple-stage
campaigns to achieve maximum impact and increase message reach and impact.
149) By using full-service marketing communications agencies, integrated and more effective
marketing communications at a much lower total communications cost can be achieved.
150) What is integrated marketing communications? What is its significance in the current
marketing environment?
151) How is coordination of media achieved through integrated marketing communications?