MKTG 448 Exam 2 - FLASHCARDS - Managing Marketing Communications

Question 1

What are the two key decisions in establishing the strategic intent of a marketing communications program?

Answer 1

Setting the objective (mission) and defining the audience (market).

Question 2

What are the three primary goals of effective communication?

Answer 2

Inform, Persuade, and Remind.

Question 3

What type of communication is designed to stimulate a purchase or action?

Answer 3

Persuasive communication.

Question 4

What type of communication seeks to convert an existing need into a want or to stimulate interest in a new product?

Answer 4

Informative communication.

Question 5

What type of communication is used to keep the product and brand name in the public’s mind?

Answer 5

Reminder communication.

Question 6

When is informative communication most commonly used?

Answer 6

During the early stages of the product life cycle.

Question 7

When is persuasive communication commonly used?

Answer 7

When the product enters the growth stage of its life cycle.

Question 8

When is reminder communication commonly used?

Answer 8

During the maturity stage of the life cycle.

Question 9

What is the role of communication at the problem recognition stage of decision making?

Answer 9

Help identify new problems and needs and/or remind consumers of existing needs.

Question 10

What is the role of communication at the information search stage of decision making?

Answer 10

Make consumers aware of a product and educate them about its features and benefits.

Question 11

What is the role of communication at the evaluation of alternatives stage of decision making?

Answer 11

Assist consumer in making comparisons among solution options.

Question 12

What is the role of communication at the purchase decision stage of decision making?

Answer 12

Prompt consumers into making the purchase.

Question 13

What is the role of communication at the post purchase assessment stage of decision making?

Answer 13

Encourage product usage and make consumers feel good about their purchase decision.

Question 14

What type of strategies are designed to motivate channel partners or intermediaries to sell the product to consumers?

Answer 14

Push strategies.

Question 15

What type of strategies are designed to build demand with end consumers?

Answer 15

Pull strategies.

Question 16

What is the difference between push and pull strategies?

Answer 16

Push strategies target sellers to promote the product, while pull strategies build demand among end consumers to drive them to purchase the product.

Question 17

What is the advantage of an integrated communications program?

Answer 17

It delivers coordinated and complementary messages across all consumer touchpoints.

Question 18

What is a strategic document that communicates the unique value a brand offers to a target market?

Answer 18

Positioning statement.

Question 19

What is the main function of a marketing communication program?

Answer 19

The main function of a marketer’s communication program is to aid in the development of a competitive advantage over the competition.

Question 20

What are the four elements of the communication mix?

Answer 20

Advertising, Public Relations, Personal Selling, Sales Promotion.

Question 21

What is the communication mix also known as?

Answer 21

Promotional mix.

Question 22

What is any form of impersonal (one-way) paid communication in which the sponsor or company is identified?

Answer 22

Advertising.

Question 23

What is a benefit of advertising?

Answer 23

Ability to communicate to many people at one time.

Question 24

What is the marketing function that evaluates public attitudes and executes a program of action?

Answer 24

Public relations.

Question 25

What do marketers use public relations for?

Answer 25

To maintain a positive image, educate the public about the company’s goals and objectives, introduce new products, and help support the sales effort.

Question 26

How is personal selling viewed traditionally compared to now?

Answer 26

Traditionally the goal was to just make a sale. Today, it is more about the relationship between the seller and buyer.

Question 27

What consists of all marketing activities that stimulate consumer purchasing?

Answer 27

Sales promotion.

Question 28

Which communication mix element involves two-way communication?

Answer 28

Personal Selling.

Question 29

True or false: advertising, public relations, and sales promotion are generally impersonal, one-way means of mass communication.

Answer 29

TRUE.

Question 30

Under what method do firms look at how much money they have available after deducting operational costs?

Answer 30

Affordable method.

Question 31

Under what method does the firm decide to spend a percentage of current or future sales on their marketing campaign?

Answer 31

Percentage of sales method.

Question 32

What method involves examining how much competitors are spending on marketing?

Answer 32

Competitive parity.

Question 33

Under what method does the company calculate how much money they will need to achieve their objectives?

Answer 33

Objective and task method.

Question 34

What is the most common method used to set a marketing communications budget?

Answer 34

Percentage-of-Sales Method.

Question 35

What method calculates the budget based on objectives and tasks?

Answer 35

Objective and Task Method.

Question 36

What are the two key elements to assess the effectiveness of marketing communications?

Answer 36

Message Delivery and Message Impact.

Question 37

Give two examples of metrics used to measure message delivery.

Answer 37

Reach, Click-through rate (CTR).

Question 38

What metric is commonly used to calculate the cost of reaching audiences?

Answer 38

Cost per thousand impressions (CPM).

Question 39

Why is message impact more difficult to analyze than message delivery?

Answer 39

There is often a lag time between when a communication is delivered to consumers and when they respond to it by purchasing the product.

Question 40

What are the two components of strategic intent?

Answer 40

Mission and Market.

Question 41

Why is defining the target market critical in marketing communications?

Answer 41

It helps create messages that are resonant, relevant, and receptive to the audience.

Question 42

What type of communication is common in competitive mature product categories?

Answer 42

Persuasive communication.

Question 43

What psychographic information helps marketers understand their target audience?

Answer 43

Day-to-day lives, attitudes, beliefs, and behavioral characteristics.

Question 44

What is the main benefit of advertising?

Answer 44

It communicates to many people at one time.

Question 45

How does public relations support a company’s marketing efforts?

Answer 45

By maintaining a positive image, educating the public, introducing new products, and supporting sales efforts.

Question 46

What is the primary purpose of sales promotion?

Answer 46

To stimulate immediate increases in demand.

Question 47

What is the biggest advantage of personal selling?

Answer 47

It allows for two-way communication and immediate feedback.

Question 48

What is a disadvantage of personal selling?

Answer 48

It is slow and not effective for reaching large audiences.

Question 49

How does the competitive parity method set a marketing budget?

Answer 49

By matching or exceeding competitors' spending.

Question 50

What are the three steps in the objective and task method?

Answer 50

Set specific objectives, decide on tasks, calculate costs.

Question 51

What is the main challenge of the objective and task method?

Answer 51

Estimating the cost of achieving objectives.

Question 52

Name three digital methods marketers use to deliver messages.

Answer 52

Social media, Influencers, Interactive video kiosks.

Question 53

How does generative AI help personal selling at scale?

Answer 53

It provides personalized, two-way communication through chatbots.

Question 54

What are two metrics used to measure message virality?

Answer 54

Shares and impressions.

Question 55

What does the affordable method prioritize when setting a budget?

Answer 55

Remaining funds after operational costs.

Question 56

How do pull strategies create demand?

Answer 56

By building consumer desire, leading them to seek out the product.

Question 57

What is the relationship between the marketing mix and the communication program?

Answer 57

The communication program is part of the overall marketing strategy to reach target segments.

Question 58

In Markstrat, what is the primary objective of advertising?

Question 59

What are the different execution styles?

Answer 59

• Slice of Life • Lifestyle • Fantasy • Mood or Image • Testimonial Evidence or Endorsement • Musical • Personality Symbol • Technical Expertise • Scientific Evidence

Question 60

True or false: a pro of the percentage of sales method is that it is easy to implement?

Answer 60

TRUE.

Question 61

True or false: a pro of competitive parity is that it helps prevent promotional wars in the industry?

Answer 61

TRUE.

Question 62

Is a con of the affordable method that it ignores impact on sales?

Answer 62

Yes.

Question 63

Is a con of the affordable method that it often results in under spending?

Answer 63

Yes.

Question 64

Is the objective and task method easy to implement?

Answer 64

No.