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Exam 19: Designing and Managing Integrated Marketing Communications

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Question 61

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What are the steps involved in developing effective marketing communications?

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1. Identify target audience
2. Determine...

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Question 62

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Marketing communications budgets tend to be higher when there is much change in the marketing program over time and more complex customer decision making.

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Question 63

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Public relations is incapable of reaching prospects who prefer to avoid mass media and targeted promotions.

The pervasive nature of advanced communications technologies, such as the Internet, has resulted in greater exposure of customers to advertising content than it was in the 1960s.

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

What are the elements of the marketing communications mix?

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

How is coordination of media achieved through integrated marketing communications?

In general, personal selling is used more with complex, expensive, and risky goods and in markets with fewer and larger sellers.

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

What is integrated marketing communications? What is its significance in the current marketing environment?

The marketing communications objective of "brand attitude" refers to helping consumers evaluate the brand's perceived ability to meet a currently relevant need.

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

One-sided presentations that praise a product are found to be more effective than two-sided arguments that also mention shortcomings.

Gravity is a company that markets customized T-shirts to its customers. Gravity runs an ad that seeks to attract more customers. Apply the macromodel of the communications process to describe the communication between Gravity and its target customers.

Which of the following is an example of a trade promotion?

If messages are too conflicting, audiences will counterargue and disbelieve them.

In the growth stage of a product's life cycle, demand has its own momentum through word of mouth and interactive marketing.

Which of the following is an example of an interactive marketing communication platform?

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.