MBA 650 Exam 4 || with 100% Errorless Solutions.
Are the means by which firms attempt to inform, persuade, and remind consumers-directly or
indirectly-about the products and brands they sell correct answers marketing communications
Represent the voice of the company and its brands; they are a means by which the firm can
establish a dialogue and build relationships with consumers. By strengthening customer loyalty,
they can contribute to customer equity. correct answers communications
Marketing Communications Mix:
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor via print media (newspapers and magazines), broadcast media (radio and
television), network media (telephone, cable, satellite, wireless), electronic media (audiotape,
videotape, videodisk, CD-ROM, Web page), and display media (billboards, signs, posters).
correct answers advertising
Marketing Communications Mix:
Short-term incentives to encourage trial or purchase of a product or service including consumer
promotions (such as samples, coupons, and premiums), trade promotions (such as advertising
and display allowances), and business and sales force promotions (contests for sales reps).
correct answers sales promotions
Marketing Communications Mix:
Company-sponsored activities and programs designed to create brand-related interactions with
consumers, including sports, arts, entertainment, and cause events as well as less formal
activities. correct answers events and experiences
Marketing Communications Mix:
Programs directed internally to employees of the company or externally to consumers, other
firms, the government, and media to promote to protect a company's image or individual product
communications. correct answers public relations and publicity
Marketing Communications Mix:
Online activities and programs to engage customers or prospects and directly or indirectly raise
awareness, improve image, or elicit sales. correct answers online and social media marketing
Marketing Communications Mix:
A special form of online marketing that places communications on consumer's cell phones, smart
phones, or tablets. correct answers mobile marketing
Marketing Communications Mix:
Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response
or dialogue from specific customers and prospects. correct answers direct and database
marketing
Marketing Communications Mix:
,Face-to-face interaction with one or more prospective purchasers for the purpose of making
presentations, answering questions, and procuring orders. correct answers personal selling
Every ________ _________ delivers an impression that can strengthen or weaken a customer's
view of a company correct answers brand contact
Nine key factors in effective communication. Two represent the major parties—sender and
receiver. Two represent the major tools—message and media. Four represent major
communication functions—encoding, decoding, response, and feedback. The last element in the
system is noise, random and competing messages that may interfere with the intended
communication. correct answers macromodel
__________ of marketing communications concentrate on consumers' specific responses to
communications correct answers micromodels
These models assume the buyer passes through cognitive, affective, and behavioral stages in that
order. correct answers response hierarchy models
This ____________ sequence is appropriate when the audience has high involvement with a
product category perceived to have high differentiation, such as an automobile. correct answers
learn-feel-do
This ____________ sequence is relevant when the audience has high involvement but perceives
little or no differentiation within the product category, such as airline tickets. correct answers do-
feel-learn
This ____________ sequence is relevant when the audience has low involvement and perceives
little differentiation, such as with salt. correct answers learn-do-feel
Process of developing effective communications starts with identifying the _________
________: potential buyers of the company's products, current users, deciders, or influencers, as
well as individuals, groups, particular publics, or the general public. Is a critical influence on the
communicator's decisions about what to say, how, when, where, and to whom correct answers
target audience
We can also conduct ______ _____ by profiling the target audience's brand knowledge correct
answers image analysis
Set the Communication Objectives:
Establishing a product or service category as necessary for removing or satisfying a perceived
discrepancy between a current motivational state and a desired motivational state. correct
answers establish need for category
Set the Communication Objectives:
Fostering the consumer's ability to recognize or recall the brand in sufficient detail to make a
purchase correct answers build brand awareness
, Set the Communication Objectives:
Helping consumers evaluate the brand's perceived ability to meet a currently relevant need.
Relevant brand needs may be negatively oriented (problem removal, problem avoidance,
incomplete satisfaction, normal depletion) or positively oriented (sensory gratification,
intellectual stimulation, or social approval) correct answers build brand attitude
Set the Communication Objectives:
Moving consumers to decide to purchase the brand or take purchase-related action correct
answers influence brand purchase intention
Formulating the communications to achieve the desired response requires answering three
questions: what to say (message strategy), how to say it (creative strategy), and who should say it
(message source). correct answers design the communications
Design the Communications:
In selecting _________ _________, management searches for appeals, themes, or ideas that will
tie in to the brand positioning and help establish points-of-parity or points-of-difference. Some of
these appeals or ideas may relate directly to product or service performance (the quality,
economy, or value of the brand); others may relate to more extrinsic considerations (the brand as
being contemporary, popular, or traditional). correct answers message strategy
Design the Communications:
Are the way marketers translate their messages into a specific communication. We can broadly
classify them as either informational or transformational appeals correct answers creative
strategy
Creative Strategy:
Elaborates on product or service attributes or benefits; the best ask questions and allow readers
and viewers to form their own conclusions (One-sided vs. two-sided arguments). correct answers
informational appeal
Creative Strategy:
Elaborates on a nonproduct-related benefit or image (Negative/fear vs. Positive appeals).
Communicators use negative appeals such as fear, guilt, and shame to get people to do things
(brush their teeth) or stop doing things (smoking). Communicators also use positive emotional
appeals such as humor, love, pride, and joy. Motivational or "borrowed interest" devices—such
as cute babies or frisky puppies—are often employed to attract attention and raise involvement
with an ad.
It might depict what kind of person uses a brand (VW advertised to active, youthful people with
its "Drivers Wanted" campaign) or what kind of experience results from use (Pringles advertised
"Once You Pop, the Fun Don't Stop"). Often attempt to stir up emotions that will motivate
purchase. correct answers transformational appeal
