general business data bank

31.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits.

1. communication

2. congruity

3. celebrity

4. insight

5. transformation

32.Personal communications channels derive their effectiveness through ________ presentation and feedback.

1. effective

2. group

3. canned

4. individualized

5. persuasion

1. ________ channels consist of company salespeople contacting buyers in the target market.
1. Individualized
2. Personal
3. Expert
4. Advocate
5. Social

1. ________ channels consists of neighbors, friends, family members, and associates talking to target buyers.
1. Social
2. Expert
3. Advocate
4. Professional
5. None of the above

1. Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product ________.
1. suggests something about the user’s ethnic background
2. suggests something about the user’s education
3. suggests something about the user’s family
4. suggests something about the user’s financial wealth
5. suggests something about the user’s status or taste

1. Nonpersonal channels are communications directed to more than one person and include media, sales promotions, events and experiences, and ________.
1. Internet access
2. coupons
3. direct exposure
4. guerilla tactics
5. public relations

1. Most of the recent growth of nonpersonal channels has taken place through ________.
1. display media
2. events and experiences
3. network media
4. public relations
5. sales promotions

1. Mass communications affect personal attitudes and behavior through a two-step process. Ideas often flow from radio, television, and print to opinion leaders, and from these to the less ________-involved population groups.
1. media
2. advertising
3. informed
4. involved
5. none of the above

1. The two-step flow of information challenges the notion that consumption styles ________ a “trickle-down” or “trickle-up” effect from mass media.
1. are secondarily influenced by
2. are affected by
3. start with
4. are primarily influenced by
5. originate with

1. The four common methods that companies use to decide on a promotion budget include the affordable method, the percentage-of-sales method, ________, and the objective-and-task method.
1. financial method
2. incremental growth method
3. zero-based budgeting method
4. competitive-parity method
5. last year’s budget method

1. Many companies set promotion expenditures at a specified percentage of current or anticipated sales, or of the sales price. This method of budgeting is called ________.
1. objective-and-task method
2. percentage-of-sales method
3. affordable method
4. competitive parity method
5. none of the above

1. Companies must allocate the marketing communications budget over the eight major modes of communication, including—advertising, sales promotion, public relations, events, sales force, interactive marketing, word-of-mouth, and ________.
1. incentives
2. couponing
3. integrated marketing communications
4. Internet marketing
5. direct marketing

1. Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is referred to as the ________ of promotions budgeting.
1. objective-task method
2. percentage-of-sales method
3. competitive-parity method
4. affordable method
5. comparable method

1. Marketing functions must be coordinated to ensure ________ among communications tools.
1. significant costs
2. power
3. importance
4. incremental costs
5. substitutability

1. Advertising can be used to build up a long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and ________.
1. invitation
2. motion
3. sound and sight
4. pervasiveness
5. intrusion

1. Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________.
1. credibility
2. impersonality
3. exclusion
4. inclusion
5. incentive

47. The appeal of public relations and publicity is based on three distinctive qualities. These include ________, the ability to catch buyers off guard, and dramatization.

1. invitation

2. free

3. high credibility

4. exposure

5. low cost

1. Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities. These are personal interaction, response, and ________.
1. customization
2. dramatization
3. involvement
4. relevance
5. cultivation

1. ________ is/are the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action.
1. Direct and interactive marketing
2. Events and experiences
3. Word-of-mouth marketing
4. Personal selling
5. Public relations

1. Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________.
1. product life cycle
2. marketing mix
3. advertising mix
4. buying process
5. none of the above

1. An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________.
1. customer contacts
2. relationship selling
3. direct sales contacts
4. increased stock position
5. account management

1. Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.
1. Direct marketing
2. Sales promotion
3. Advertising
4. Personal selling
5. “Buzz”

1. Senior managers want to know the outcomes and revenues resulting from their communications investments. Too often, however, their communications directors supply only ________ and expenses.
1. inputs
2. outputs
3. measures
4. ads
5. none of the above

1. In measuring the effectiveness of a firm’s communications investment, ultimately ________ measures capture the real payoff.
1. behavior-change
2. purchase
3. action
4. inaction
5. none of the above

1. Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a ________ plan.
1. integrated
2. coherent
3. complete
4. comprehensive
5. none of the above

56. A multiple media campaign deployed within a tightly defined time frame can increase message _________.

1. delivery and reach

2. awareness and content

3. reach and impact

4. impact and awareness

5. content and delivery

1. A one-time mailing offering a cookware item is an example of a ________.
1. single-vehicle, single-stage campaign
2. direct campaign
3. single-vehicle, multiple-stage campaign
4. multiple-vehicle, multiple-stage campaign
5. none of the above

1. Which of the following is NOT one of the advantages of having an integrated marketing communications program?
1. It forces management to think about how the company communicates.
2. It forces management to think about every way the customer comes in contact with the company.
3. It produces greater sales impact.
4. It increases consumer involvement.
5. It produces stronger message consistency.

1. Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options.
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Versatility

1. In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Which of the following is NOT one of the six criteria used to help determine whether communications are truly integrated?
1. Clutter
2. Coverage
3. Contribution
4. Commonality
5. Complementarily